Laura Willems

Integria Healthcare is an Australian natural healthcare company, developing and manufacturing premium quality supplements and personal care brands for both retail and practitioners (revenue exceeding $165M).

Dimensions:

· Scope: Marketing, Innovation

· Markets: Australia, New Zealand, SEA, China

· Direct reports: 5 (+ 3 indirect reports)

· Portfolio size: 3 brands / 200 SKUs

Key Responsibilities:

• Lead development of long-term brand and portfolio strategies for Thompson's, Thursday Plantation and Eureka to deliver both brand presence and business expansion, while overseeing profit and loss.
• Drive development, execution, and implementation of innovative new products within retail landscape.
• Inspire and guide retail marketing team toward performance excellence and foster professional growth.
• Oversee marketing budget of $7M, evaluating ROI and ensuring brand health.
• Craft impactful communication campaigns complemented by strategic media approaches.
• Collaborate as member of Retail Leadership team to establish streamlined processes and approaches across multifunctional teams following separation of retail and practitioner businesses.
• Act as primary marketing liaison for retail, fostering close collaboration with marketing partners in China and Southeast Asia.

Achievements:

• Achieved 41% increase in overall brand contribution, turning Australian Retail sector into profitable venture, elevating EBITDA by over AUD $2M in 2023 compared to 2022.
• Spearheaded revitalisation of Thursday Plantation by building contemporary and distinct brand positioning and visual identity.
• Led strategic development of 3-year innovation pipelines, informed by comprehensive consumer and market analysis. Successfully orchestrated launch of 14 new products across acne skincare, essential oils, and supplements markets, achieving 100% ranging with key customers.
• Secured prestigious Industry Marketing Awards for Best Marketing Campaign and Best PR Campaign with Thompson's World Herb Day.
• Step changed relationship with major customer through partnership on Thompson's World Herb Day campaign, incorporating experiential and digital initiatives. This collaboration resulted in strongest performance in three years, which achieved strongest quarter in last 3 years, outpacing total supplements category.
• Led team of 8 marketing and innovation professionals, implementing strategic optimisations and fostering collaboration, innovation and performance. This resulted in leadership and team psychological safety scores of 81% and 74%, respectively, surpassing internal benchmarks and industry standards.

Dimensions:

· Scope: Marketing

· Markets: Australia, New Zealand

· Direct reports: 3 (+ 1 indirect report)

· Portfolio size: 3 brands / 150 SKUs

Key Responsibilities:

• Lead and execute comprehensive marketing strategies for retail brands Thursday Plantation, Thompson's, and Eureka, focusing on communication, innovation, and brand development.
• Collaborate closely with stakeholders such as business unit heads, CEO, and board of directors to develop and align on overarching strategies.
• Effectively manage brand profit and loss statements, and meticulously oversee advertising and promotion budgets to ensure alignment with annual funding allocations.

Achievements:

• Conducted extensive usage and attitude study and segmentation exercise within supplements market, leading to successful repositioning of Thompson's brand. This initiative encompassed new visual identity, rebranding of packaging and introduction of Master Herbalist communication platform.
• Orchestrated launch of integrated media campaign for Thompson's, including development of Thompson's 'We Dig Deeper' campaign, which delivered brand growth of +13.8% in AU and +14.3% in NZ.
• Achieved exceptional performance of 3 new Thursday Plantation acne product launches, becoming number one natural acne brand in leading ANZ Pharmacy Chemist Warehouse.
• Increased brand awareness for Thursday Plantation from 11% to 29% among teens through targeted social media campaign for launch of Thursday Plantation Clay Mask.

Dimensions:

· Scope: Marketing

· Markets: Australia, New Zealand

· Direct reports: 3

· Portfolio size: 2 brands / 90 SKUs

Key responsibilities:

• Oversaw brand strategy, innovation, and communication for Thompson's & Greenridge across Australia and New Zealand, ensuring alignment with organisational objectives.
• Managed recruitment and cultivated relationships with creative, media, social, and research agencies, ensuring strategic alignment and optimal performance.

Achievements:

• Spearheaded development of Thompson's 5-year innovation strategy, leading business expansion into superfoods and achieving outstanding +9% growth for Thompson's in Australian supplements market, despite challenging market decline of -2.5%.
• Crafted and executed Thompson's New Zealand Turnaround strategy, resulting in remarkable 36% growth in market share, reversing continuous decline since July 2016.

• Crafted and executed strategic brand plans for Ajax, Fluffy, and Cuddly, driving market share, revenue, and profitability growth.
• Spearheaded development and launch of 6 fabric softeners within Cuddly and Fluffy brands, notably introducing Cuddly Easy Iron.
• Developed and presented half-yearly management presentation to international Colgate Management Team.

• Crafted local brand strategy and communications for diverse portfolio including Dewar's Scotch whisky, De Kuyper, Martini, Grand Marnier, Amarula, and St. Germain to drive sales and profit KPIs.
• Proactively managed and cultivated relationships for key independent brands such as De Kuyper, Grand Marnier, and Amarula.
• Spearheaded successful relaunch of De Kuyper liqueurs, including impactful De Kuyper Works event nationwide in Australia, resulting in remarkable +46% growth.
• Elevated Amarula to become 3rd fastest-growing liqueur with +9% growth attributed to targeted sampling campaign in independent liquor stores.

• Led global marketing strategies for Mastervolt in Leisure Marine and Solar markets, integrating local plans and collaborating closely with technical innovation teams.
• Orchestrated all marketing aspects, surpassing KPI targets in brand management, advertising, PR, events, and social media.
• Managed a global marketing & event team of 4 to achieve business and marketing objectives.
• Orchestrated annual event for 125 marine partners, enhancing relationships and opening new business avenues.
• Spearheaded notable PR campaign for Volvo Ocean Race sponsorship, achieving significant engagement.

• Led integrated brand strategy development for Actuant Marine division, overseeing rebranding of Mastervolt and worldwide marine brands post Actuant acquisition.
• Spearheaded brand development, including creation and launch of new Mastervolt logo aligned with brand values.
• Collaborated with global PR agencies and packaging design firms to ensure effective stakeholder management.
• Conducted thorough research and analysis in marine, solar, and mobile markets to maintain competitive edge.

• Contributed to Corporate Candy Brand Team, collaborating across multiple European markets to implement tailored corporate strategies at local level.

• Developed and executed Mentos brand launch strategy, initially in London area and then expanding to rest of UK.
• Managed product innovations, advertising, PR, and consumer promotions for Mentos soft mints and chewing gum.
• Oversaw £3 Million marketing budgets and conducted extensive consumer research.
• Analyzed market and competitors using IRI, Nielsen, PS&A, and Epos data.
• Established successful partnerships with major retailers like Asda, Tesco, Morrisons, and Sainsbury's.
• Managed accounts at Esso, Shell, and Topshop.
• Achieved exceptional growth for Mentos in UK market, increasing sales from £1.6M to £14.5M within five years, becoming fastest-growing mint brand in UK.
• Researched market trends to identify customer needs and preferences for strategic planning.