Leonie Cranney

• Developing marketing plan for ANZ region for 2024 (including running workshops, performance analysis, budgeting, strategy development).
• Developing content strategy and working with creative team to bring engaging content to life across each stage of the funnel.
• Owning and managing omnichannel campaigns including meta, events, referrals and publications.
• Researching developing trends to stay updated with new ideas and marketing practices.

• Product Marketing. Developed and executed GTM plans PEXA built and bought (investments) products.
• Pipeline Development. Drove awareness through to supporting Sales with conversion of PEXA products.
• Process Design. Initiated the design and implementation of a cross-functional Product Development Stage/Gate process to embed customer thinking, forecasting and GTM rigour into product development.

Results:

• Increased web traffic to Insights page by ~44% month on month.
• Increased subscriber base by 75% (target of 25%) with a targeted 4 week LinkedIn campaign.

• Strategy Development. Worked with General Managers of respective Business Units to develop brand/segment strategies and brand plans.
• Brand Development/launch. Developed new brand (positioning, value proposition, target personas, messaging) for new brand (Revival Auto-Parts).
• GTM Ownership. Conceptualised, scoped, resourced and managed the fit out of new branded premises for Revival, including spray painter/graffiti artist (https://revivalautoparts.com.au/).

Results:

• Managed the successful rollout of 92 pieces of packaging in 3 months as part of Roadsafe rebrand.
• Increased Roadsafe Facebook followers by 150% as a result of appointed influencer.

• Brand Planning. Designed a marketing strategy for key brands (1 major brand, 4 sub-brands) and executional plans for the business.
• Execution of Brand Plans. Execute all key projects in brand plans (from working with design agencies to setting up and managing social media campaigns).
• Product Marketing. GTM of new brand ZeroGravity into the Australian market- via wholesale partners, sales support, digital advertising.

Results:

• Blindware grew by 25% (in line with growth projections) in FY21 supported by marketing initiatives.
• ZeroGravity achieved distribution targets (90%) and expected revenue target within 4 months of launch.

• Content Development. I was tasked with growing the agency’s brand via digital campaigns (mainly eDM) and develop a Remuneration Survey to be used as a key piece of marketing content. https://talentnation.com.au/talent-nation-fy22-environment-sustainability-remuneration-report/.

Results:

• Successfully recruited 200 partners via targeted eDM marketing (via Mailchimp) to participate in survey.
• Launched survey, received target (1,000) downloads in 3 months.

• Content Development. Develop digital content for clients to drive brand awareness for clients.
• Client Liaison. Working with clients on approach, then setting up and managing LinkedIn and Facebook campaigns.

• Product Marketing - Thins. Tasked with driving share of Thins brand from 45% to over 50% through NPD calendar and pack refresh.
• Product Marketing - Natural Chip Company. Grew Share of Natural Chip Company from 18% to 25% nationally (driven by Coles).
• Digital Strategy Development. Develop digital strategy and assets for the brands and company.
• NPD. Developed flavour rotations, new packaging and job lot products for retailers.

Results:

• Thins maintained ~52% share of thin cut chips in FY14.
• Natural Chip Company achieved share target in Coles of 25%.

• GTM Management. Manage the GTM launch of Tim Tam ‘Pentagon’ (5 pack), the first launch of its kind for the brand, and Chocalocious.
• Demand Planning. Deliver an accurate forecast for Pentagon based on data analysis.
• NPD. Manage the launch (from a category perspective), and manage the forecast of Tim Tam Chocalicious, a hybrid biscuit/chocolate bar.
• Data Analysis. Help drive growth for Chocolate and sweet brands by providing meaningful Nielsen and Aztec analysis to the account teams for use in range/category reviews.

Results:

• Tim Tam 5 pack grew the chocolate biscuit category by 12% in the QTR after launch.
• Chocalicious achieved ranging in Coles and Woolworths and achieved targeted launch run rates of 19 upspw.

• Brand Performance Analysis. Drivers and barriers, pricing and competitive analysis, distribution gaps, brand health trends.
• $4m Through the Line campaign. Manage agency partners to develop through-the-line communication campaigns, including TVC, OOH, digital, social, POS and cinema.
• NPD. Work with Product Team to launch rotational flavours, reformulation, new packaging.
• Legal and Global Stakeholder Management. Close liaison with legal and global stakeholders to maintain integrity of brand footprint and communications satisfied legal requirements of formulated beverages category.

• Brand Analysis/Deep Dives. Act as the commercial voice in the marketing team to help the brand managers understand their brand’s performance from a data perspective.
• Agency Management. Management of ACNielsen & Aztec relationship.