Lisa Hauck

Reporting to the Head of Lifecycle Marketing my current responsibilities and achievements include:

• Achieved $4.5M against a target of $3.9M for the End Child Hunger annual tax campaign with a reduced supporter base. The campaign was delivered early to market which helped gain the income advantage
• Achieved $1M through a digital only Christmas Gifts campaign in Dec 2021 – improving YOY income result by $200k and uplifting average give per supporter from $160 to $188.
• In 2022 the Gifts campaign achieved $136k over target and increased average give per supporter from $188 to $195
• Through 3 new Gifts in Wills campaigns, achieved a future funding stream of $11.4M with an Average 22.5% Response Rate and 10% Conversion Rate
• Worked with our analytics team to develop data modelling around those most likely to leave a gift in their Will which helps to drive better results for each Gifts in Will campaign
• Tripled the volume of supporters logging into the WVA portal monthly from 6k to 18k (and growing) through a new targeted communications program
• Almost 40% of supporters that login one month are returning the following month (pre-launch our best return percentage was 17%.). This included a Test and Learn period to ensure the communications did not increase churn of supporters
• Managed a complex and sensitive communications program to Gaza supporters to inform them of a change in their Child Sponsorship. This communication needed to ensure we were fulfilling our legal obligations whilst creating a positive supporter experience and achieved a 91.2% retention rate, worth an annual combined income of $1.29M
• Developed and managed the supporter communications planning process after identifying we had multiple communication conflicts on a regular basis. Identifying these before they occur enables us to avoid last minute resource bottlenecks and improve the supporter experience
• Stood up the complex automated onboarding communications process for Child Sponsorship and Child Drop with our new mailhouse. This required internal and external stakeholder management to capture the technical process mapping of legacy systems which were not previously documented

Reporting to the Manager of Retention and Growth my responsibilities and achievements included:

• Management and delivery of $6 million complex annual retention and growth campaign (Bounceback) comprising:
• 3 key campaign periods annually to existing child sponsors to encourage additional donations as well as encouraging supporters to send cards and gifts (supplied) to their sponsored child
• Strategic move from DM only approach to online which improved supporter experience and engagement
• Developed additional touchpoints including a specific Bounceback ‘abandoned cart' notification which garnered over 70% open rate
• Worked in detail with the analysis team to understand the engagement rate of different segments and whether segmenting the audience, messaging and donation handles had an impact on uptake
• Used this to inform the FY20 Strategy including recommending automating the Bounceback process
• Developed a new interactive and dynamic landing page template for report backs (these were sent as PDF attachments previously)
• After analysis of the Sulawesi supporters proved this is how supporters wanted to engage, I used that to inform the FY20 strategy for future report backs.

Reporting to the Segment Planning & Analysis Manager my main responsibilities and achievements included:

• Management of supporter communications planning
• Responsible for campaigns such as the Syrian 5-year anniversary
• Re-development and launch of Child Rescue supporter onboarding journey and related communications
• Managing supporter report backs
• ENews – Quarterly eDM, DM and Advocacy versions

Reporting to the Managing Director within this B2B/B2C Insurance broker my main responsibilities and achievements included:

• Operational set up and management of a new marketing team and marketing program
• Manager of 2 direct reports (In-house Graphic Designer and Digital & Online Marketing Coordinator.)
• Development and implementation of 2013/2014 marketing plan comprising:
• New E-DM and DM Communications Program
• SEO review and update to website
• Inbound marketing (blog, PR, videos and white papers)
• Development of Core Value Proposition
• Customer research including baseline Net Promoter Score
• Update to corporate brand manual
• New insurance product launches working in collaboration with large healthcare industry associations to launch campaigns to member bases - included Australian Dental Association, Australian Podiatry Association and Australian Physiotherapy Association
• Regular tender development for large corporate accounts.

Reporting to the Founder & General Manager within this small online social enterprise my main responsibilities and achievements included:

• Development of a 12-month strategic marketing plan and detailed on-going management matrix for supporting marketing activities
• Advice on customer lifecycle communications i.e
• Using the CRM to rank customers on where they are in the sales cycle and how to develop communications for each stage.

Reporting to the Marketing Manager within this B2B/B2C Insurance company my main responsibilities and achievements included:

• Manager of 2 direct reports (In-house Graphic Designer and Communications Officer)
• Responsible for marketing portion of renewal retention targets, development of a strategic retention plan and execution of retention activities across our 90,000+ customer base
• Marketing lead on high-level project to overhaul our customer management systems and re-develop client communications across claims, policies and billing
• Developed and rolled out a Value Proposition (VP) for Guild Insurance
• Brand development, launch and promotion for our new subsidiary company ‘Acerta'
• On-going strategic marketing management for 11 key markets.

Reporting directly to the Marketing Manager my main responsibilities and achievements included:

• Manger of 1 direct report (In-house Graphic Designer) overseeing design across the core marketing mix of Digital, DM, Events and Print
• Guild Insurance brand refresh and rollout
• Development, implementation and launch of a new strategy for our student and graduate segment
• On-going strategic management of marketing for key markets
• On-going relationship management with key external stake holders (Associations, Publications and Suppliers).

Reporting directly to the Marketing Manager my main responsibilities and achievements included:

• Strategic development, implementation and rollout of our core risk management offering through a new website called ‘Riskequip.com.au' (now https://riskhq.guildinsurance.com.au/)
• Management of marketing for key professional insurance markets including strategic messaging development, copywriting, project and relationship management with sales teams and internal stakeholders.

Reporting to the Marketing Manager within this UK manufacturer my main achievements included:

• Successful launch of 11 new products (including new technologies such as Solar) responsible for product & market research, competitor analysis, product marketing specifications, liaising with R&D, product branding, and sales forecasting
• Project managed UK launch of new electric panel heater range
• Developed training materials for new product launches and trained the sales teams and service staff.

Reporting to the Marketing Manager within this UK manufacturer my main achievements included:

• Project managed the structuring, branding, copywriting and launch of a new UK product catalogue
• Co-leader on two global touchpoint teams (websites & catalogue)
• Co-ordination of exhibitions and re-branding corporate stand.

Reporting to the PR manager within this renewable energy company my main achievements included:

• Project management of redesign and launch for a new corporate website
• Production and implementation of SLP Energy communication plan for new company launch
• Community consultation for new onshore wind turbine installation
• Managing events and presentations on company capabilities and experience to clients.