Lindy Wall
Winston Hills
Summary
Experienced marketing professional in FMCG, consumer products, healthcare, and QSR sectors. Specializes in traditional, digital, and e-commerce channel strategies. Demonstrated success in team leadership, creating positive work environments, and using data for decision-making. Collaborative leader dedicated to personal and professional growth. Ready to excel in any marketing role.
Overview
35
35
years of professional experience
Work History
COMMERCIAL MARKETING MANAGER ANZ
CARGILL (Food Ingredients)
- Current
- Company Overview: Working for Cargill, the world’s largest food ingredients company.
- Reports to General Manager SEA. Sits on Executive Leadership team.
- Key Responsibilities:
- Working for Cargill, the world’s largest food ingredients company. My key responsibilities is the development and execution of the portfolio strategy for our foods ingredient business inside the manufacturing and food services channels.
- Working collaboratively with the Innovation, R&D, and sales teams, my key responsibility is to engage and drive the ingredients portfolio strategy with the likes of Nestle, Mars, Mondelez, Arnott’s, Bega, Woolworths, Mc Donald’s, Yum, KFC, PFD Distributors and other Food service customers.
- The role requires engaging with regional functional supports, for category, consumer insights, and product development to execute the strategy, working side by side with the local General Manager, commercial and sales leads.
- Key achievements:
- Website relaunch for Food Ingredients portfolio for commercial and food service channels
- Customer segmentation and multi-channel engagement strategy development for core food ingredient portfolios across
- Product development and commercialization of:
- Premium chocolate and cocoa powder ranges for Food Service channel and Woolworths Private Label.
- Liquid Butter alternative for Food Service channel and QSR
- Development and execution of integrated marketing campaigns for new products
HEAD OF MARKETING ANZ & Asia
MUN GLOBAL Medical Consumables
03.2023 - 06.2024
- Direct Reports: 5 (3 x Product Managers, 2 x Communications)
- Reports to General Manager. Sits on Executive Leadership team.
- Key Responsibilities:
- As the largest supplier of medical consumables to the health sector in Australia, including NSW, VIC and WA Health, the role is responsible for defining and executing the long-term strategic growth plan for ANZ, spearheading both B2B and B2C initiatives; driving new product development and cross channel marketing communications, in addition to leading, developing and mentoring a team of five marketing professionals and representing marketing on the executive leadership team.
- Key achievements:
- Redefine the brand positioning, realigning sub-brands under one master brand, Mun Global.
- Website relaunch, SEO optimised
- Launch e-commerce channel for direct-to-consumer sales
- 80+ new product launches for B2B and B2C markets
- Developing and executing fully integrated digital content and social media plans for optimal SEO performance.
- Paid advertising and creative development, including a fully integrated brand campaign for the ANZ and Asian markets
- HubSpot CRM implementation
- Planning and executing annual marketing plans with key distributors
- Management of government tenders
- Mentoring the new Malaysian based business owners around best in class marketing practices for roll out in Asia, Indian and European markets.
- Developing, mentoring and leading a team of five marketing professionals
- Executive leadership responsibilities and full reporting to Malaysian based owners
- Leading all agency relationships
HEAD OF MARKETING
AVERY PRODUCTS ANZ
04.2017 - 12.2022
- Direct Reports: 10 (5 x Digital marketers, 3 x Product Managers, 2 x Graphic designers)
- Reported to General Manager. Sits on Senior Leadership team.
- Key Responsibilities:
- Develop and implement the strategic direction for Avery Products’ labels and stationery portfolios for the B2B and B2C channels across Australia, New Zealand and Asia region to drive aggressive growth in existing and emerging markets. Including:
- Ecommerce channel development:
- Led the development and monitoring of the strategy to build and aggressively grow the ecommerce channel for Avery Labels.
- Strategic lead on new product launches and range expansion to drive ecommerce sales growth.
- Led website performance projects with relentless focus on data insights.
- Oversaw the development and execution of the digital marketing campaigns, promotional program, social media, SEO, SEM strategies, execution and performance reviews.
- B2B channel strategy lead:
- Strategic business lead for the B2B channel partners, including Officeworks, WINC, wholesalers across Australia, New Zealand, and Asia
- Led category review process, annual strategic review/planning events, instore activation plans and communication campaigns and activities to drive sales.
- Brand and communications strategy lead:
- Led the repositioning exercise for the Avery brand through 2021 and 2022.
- Development, execution, and oversight of all digital and social media campaigns, reviews, promotional activity, PR and events
- Team leadership:
- Leadership and development of the marketing team. Including conducting formal performance reviews and regular one on one development programs.
- Collaborated with and represented Avery Australia at global Avery events across USA, Canada, and Europe particularly for ecommerce and brand strategy projects.
- Led annual planning and quarterly sales and marketing performance review.
- Led innovation and NPD development for labels and stationery categories.
- Lead the Avery Australia Social and Sustainable plan development for global approval.
- Marketing strategy lead on the Avery Leadership Team.
- Key Achievements:
- Grew the ecommerce channel to be the third largest sales channel for Avery over four years.
- Grew Operating Profit for Avery for the first time in a decade, because of the strong ecommerce performance and margin improvements through a relentless focus on process improvement.
- Implementation of the Avery brand repositioning, including new communications, messaging, and website refresh which enabled the brand to appeal to younger, more relevant audience that translated directly into increased sales online.
- Maintained sales and profitability of core B2B customers despite a contracting marketplace, through the launch of new and innovated products and a focus on product margin improvement enhancements.
- Grew Avery website traffic, conversion rates, AOV and repeat customers year on year through the implementation of data driven and A/B testing insights.
- Championed the change management process in production, finance and sales required to support the emerging needs of the ecommerce channel.
- Gained global head office approval for implementation of the Avery Australia Sustainability plan.
- Member of the Avery Leadership team
MARKETING OPERATIONS MANAGER
FRESHFOOD AUSTRALIA (ROBERT TIMMS COFFEE)
09.2015 - 02.2017
- Direct reports: 3
- Reported to: CEO
- Key Achievements:
- Developed and implemented strategic marketing plans for the Robert Timms and Bushell’s coffee brands in Australia and New Zealand, for ecommerce, food service and café channels.
- Strategic lead for the rebranding and repositioning of the Robert Timms brand for roll out across packaging, instore promotional activity, online communications and for café activation.
- Led the product development, launch and communications planning for the Robert Timms coffee pod range for ranging in supermarkets and through ecommerce channels.
- NPD lead for all coffee brands both for instore and café channels
- Leadership and development of the marketing team
SENIOR MARKETING MANAGER
SUNRICE
05.2013 - 09.2015
- Direct Reports: 3
- Reported to General Manager
- Key Achievements:
- Development and launch of two ‘Product of the Year ‘2015 winners, in healthy snacking and meals categories: SunRice Rice Chips and SunRice Street Snack ranges.
- Project lead on a large capital expenditure project for the expansion of operational capability at the Leeton factory requiring input from a large cross-functional team, over 12 months.
- Launch of three major NPD initiatives in 18 months. Each launch is supported by extensive in-store sampling campaigns and integrated ABL/In-store campaigns to drive awareness and trial.
- Re-launched Ready Meals range (16 SKU) to achieve aggressive profit improvements targets.
- Annual marketing plan development and budgeting
- Completed U&A and Shopper marketing study for healthy snacking to define optimal path to purchase campaign strategy.
- Lead, manage and mentored marketing team.
- Strategic planning leader for ‘white space’ mid-long-term NPD.
- Nominated by Senior Leadership team for most successful ‘business project,’ for SunRice Rice Chips launch.
- Instrumental in development of SunRice website and digital/social media platform
MARKETING & COMMUNICATIONS MANAGER
KRISPY KREME
08.2012 - 04.2013
- Direct reports: 3
- Key Achievements:
- Led the relaunch of the Krispy Kreme brand in Australia. Including retail store redesign, new food and drinks menu development, refocused NPD and promotional calendar
- Strategic lead for website rebranding and ecommerce set up.
- Led communications plan development and execution including digital, socials, instore events and promotional material, PR events.
- Led the execution of a new partnership with 7-Eleven to drive daily distribution to 600+ national outlets, including NPD, communications, logistics etc
MARKETING MANAGER (Contract)
LG ELECTRONICS AUSTRALIA PTY LTD
05.2012 - 08.2012
- Key Achievements:
- Developed and managed the launch and marketing support campaigns for wash, dish, fridge, and microwave, vacuum cleaner, and cooking categories.
- Produced: 3 TVC's, 5 print campaigns and 5 digital campaigns with high profile brand ambassadors.
MARKETING MANAGER, FOOD
CEREBOS AUSTRALIA LTD
04.2008 - 04.2012
- Direct Reports: 12
- Key Achievements:
- Development of long-term strategic plans for seven brands across nine categories (Gravox, Fountain, Saxa, Tandaco, Asian Home Gourmet, Foster Clarks, Essential Cuisine).
- Led a Creative Agency review in 2010 and on-barded a new agency
- Lead marketing team and championed the Cerebos ‘emerging leaders’ development’ program.
- Attended ANUGA Trade Fair, Cologne Germany, 2011
- Represented Cerebos at the Mc Donald’s Women in Leadership Conference, Singapore in 2011
Marketing Manager, Asia @ Home - Marketing Manager, White Wings Senior Brand Manager, Uncle Toby’s
GOODMAN FIELDER PTY LTD
02.2001 - 04.2008
Group Brand Manager, Gifting Chocolate Brand Manager, Cooking Chocolate Brand Manager, Kit Kat, Milky Bar Assistant Brand Manager, Medicated
NESTLE AUSTRALIA
01.1991 - 10.2000
MARKETING GRADUATE TRAINEE
COCA COLA BOTTLERS
01.1990 - 01.1991
- Graduate Trainee Position: Selected as one of four graduate trainees from 900 + applicants for 12 months training across marketing, sales, finance, human resources, and supply chain functions.
- Key achievement: Management and execution of Coca Cola Easter Show displays plus local promotions and sponsorship activities.
Education
MBA - Business
Australian Institute of Management
01.2022
Certified Digital Marketing Professional (CDMP) - undefined
Digital Marketing Institute
01.2021
Post Graduate Certificate - Digital and Social Media
Fitzwilliam Institute
07-2017
Bachelor of Business - Business Administration And Management
University of Technology Sydney
01-1990
Skills
- Brand positioning
- Team leader, coach, mentor
- Product development
- P&L Responsibilities
- Consumer Insights
- CRM management
- Pricing strategy
- Media planning
- Campaign management
- Agency management
Timeline
HEAD OF MARKETING ANZ & Asia
MUN GLOBAL Medical Consumables
03.2023 - 06.2024
HEAD OF MARKETING
AVERY PRODUCTS ANZ
04.2017 - 12.2022
MARKETING OPERATIONS MANAGER
FRESHFOOD AUSTRALIA (ROBERT TIMMS COFFEE)
09.2015 - 02.2017
SENIOR MARKETING MANAGER
SUNRICE
05.2013 - 09.2015
MARKETING & COMMUNICATIONS MANAGER
KRISPY KREME
08.2012 - 04.2013
MARKETING MANAGER (Contract)
LG ELECTRONICS AUSTRALIA PTY LTD
05.2012 - 08.2012
MARKETING MANAGER, FOOD
CEREBOS AUSTRALIA LTD
04.2008 - 04.2012
Marketing Manager, Asia @ Home - Marketing Manager, White Wings Senior Brand Manager, Uncle Toby’s
GOODMAN FIELDER PTY LTD
02.2001 - 04.2008
Group Brand Manager, Gifting Chocolate Brand Manager, Cooking Chocolate Brand Manager, Kit Kat, Milky Bar Assistant Brand Manager, Medicated
NESTLE AUSTRALIA
01.1991 - 10.2000
MARKETING GRADUATE TRAINEE
COCA COLA BOTTLERS
01.1990 - 01.1991
COMMERCIAL MARKETING MANAGER ANZ
CARGILL (Food Ingredients)
- Current
Certified Digital Marketing Professional (CDMP) - undefined
Digital Marketing Institute
MBA - Business
Australian Institute of Management
Post Graduate Certificate - Digital and Social Media
Fitzwilliam Institute
Bachelor of Business - Business Administration And Management
University of Technology Sydney
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