Liz Tse
Sydney
Summary
Motivated leader who enjoys connecting people and strengthening relationships with stakeholders. Experienced in creating unforgettable experiences through events, campaigns or communications. Committed to driving brand awareness and achieving organisational objectives.
Overview
14
14
years of professional experience
Work History
Ambassador Relationships Manager
UNICEF Australia
12.2022 - Current
- Lead key brand campaigns, including UNICEF's first-ever World Children's Day's Minute of Loudness across 170 schools in Australia and the launch of UNICEF Australia's podcast NextGen, hosted by Ambassador Rae Johnston.
- Manage relationships and drive engagement opportunities with UNICEF Australia's existing Ambassador cohort, including Pat Cummins, Adam Liaw, Edwina Bartholomew, The Wiggles, Carrie Bickmore, Emma McKeon and more.
- Demonstrate experience of leveraging Ambassador platforms to raise awareness of UNICEF's priority campaigns, including leading the Mother's Day Inspired Gifts campaign featuring Edwina Bartholomew, which was the most successful Inspired Gifts campaign to date, raising $15, 000.
- Plan impactful Ambassador trips to see UNICEF programs first-hand, including sending Pat Cummins to Borroloola, which was covered by national publication The Daily Telegraph (and syndications), further amplified across his own and partner channels, such as Cricket Australia. This reached 50 million Australians.
- Collaborate with internal teams (Fundraising and Media) to educate Ambassadors on strategic messaging to ensure engaging and impactful content that resonates with their audience.
- Analyse and review Ambassador activity to understand campaign performance and build new opportunities for stronger engagement.
Senior Brand and Communications Manager
National Breast Cancer Foundation
01.2019 - 12.2022
- Drove content strategy to inform the development, planning and implementation of internal and external communications and media materials, including EDMs, social media, website content, reports and brand campaigns.
- Managed the end-to-end creative development of brand campaigns/events, from concept to production, working with an agency and internal team members to deliver campaigns such as The Final 9% PR campaign which secured national news headlines and was shortlisted for a Mumbrella Commscon award. During this time, I also spearheaded an overhaul of the existing PR strategy which saw reach go up 54% YoY and 205% increased share of voice against competitors.
- Developed brand key messaging and position statements for the organisation to be used in brand collateral or media briefings for NBCF spokespeople.
- Organised and led quarterly internal stakeholder 'education' sessions to ensure consistency across communications.
- Organised and executed event activations, including the execution of 'breastfast' for Breast Cancer Awareness Month attended by NBCF-funded researchers, community ambassadors, celebrity ambassadors, influencers, corporate partners and donors. This included leveraging opportunities with partners to bring the campaign to life within budget.
- Managed brand guardianship through brand and campaign guidelines (internal and external facing), ensuring brand integrity was upheld across all print and digital materials.
- Developed crises communicatins responses and craft FAQs for campaigns to help mitigate potential issues.
- Managed a direct report (a designer) to complete content and design requests for corporate partners and internal stakeholders. This included ensuring they were motivated and engaged with their work.
- Collaborated with the senior leadership team, including NBCF CEO, to develop and publish thought leadership pieces.
Digital Content Manager (Entertainment titles)
Pacific Magazines
01.2016 - 01.2019
- Managed seven direct reports (online entertainment editors) to create engaging content motivated by what's trending on websites for New Idea, WHO, Girlfriend, that's life! and Practical Parenting. Set performance goals for editorial staff members, tracking progress through regular check-ins and evaluations.
- Implemented social media strategies from editorial, marketing and commercial projects on Facebook, Instagram, Twitter and Snapchat.
- Optimised SEO across the sites, including successfully gaining Google News Publisher Status for New Idea and WHO.
- SEO growth increased 62% year on year from prior financial year.
- Reworked the EDM strategy to diversify traffic sources, including A/B testing, testing optimal send times and trialling different content.
- Collaborated with the commercial team to deliver successful client-focused campaigns, including pitching native content ideas across web and social
- Used Google Analytics, Data Studio, SEM Rush and Cyfe to track traffic and trends, identify opportunities to increase audience and monitor competitor sites
- Led the relaunch of Girlfriend and Practical Parenting websites.
Lifestyle and Entertainment Producer
Yahoo
04.2015 - 01.2016
- Pitched original story ideas across entertainment and lifestyle vertical, plus continually scan the news for breaking stories.
- Planned and organised content strategy for website and social channels for key media events, such as the ARIAs and Logie Awards.
- Conducted picture research for inclusion of various stories, features and galleries.
- Maintained quality control of the website content by ensuring the spelling, grammar, punctuation and copy across articles were correct.
- Wrote to tight deadlines on a daily basis.
Online Editor (promoted from Sub-Editor)
DOLLY/CLEO at Bauer Media
04.2014 - 04.2015
- Brainstormed creative content for CLEO and DOLLY online across a range of categories, including celebrity, fashion, beauty, health and relationships
- Regularly used the Umbraco CMS, Photoshop and InDesign.
- Responsible for social media scheduling, including Facebook, Instagram, Twitter and Google Plus through Facebook, Adobe Social, Hootsuite and .OnlyPult
- Conducted picture research for online galleries using a range of different sources for various subjects, including celebrity, fashion and beauty.
- Worked alongside the senior producer to meet each site's sponsorship targets.
Freelance Web Copy Writer
John Lewis (Based in the UK)
01.2013 - 03.2014
- Consistently hit daily deadlines after having written 150+ product descriptions per day for a range of international high-end fashion brands
- Worked alongside other copywriters to produce content for banners, brand stories and on-trend editorial pieces online.
- Uploaded and proofread content across a range of online systems, including HTML, PIM, CMS and ATG prior to online launch.
Deputy Editor (promoted from Features Writer)
Total Girl magazine at Pacific Magazines
06.2010 - 06.2012
- Supported the editor in organising and managing the team in the development of monthly print magazine Total Girl.
- Pitched original features and secured exclusive interviews to complete 40+ pages per month.
- Ensured timely production of print by working closely with the designers to coordinate layouts and graphic elements.
- Led the Total Girl team while the editor was out of office and liaised with external stakeholders, including advertisers, freelancers and publicists.
- Checked grammar, punctuation and spelling for 90+ pages per month.
- Conducted celebrity interviews and wrote film, music and book reviews.
- Organised and managed photo shoots each month for relevant stories.
Education
BA Communications (Public Communication) -
University of Technology, Sydney
01.2009
Skills
- Brand Awareness
- Communication Management
- Social Media Management
- Stakeholder Engagement
- Media Relations
- Team Development
- Creative Strategies
- Project Management
References
References to be provided upon request.
Timeline
Ambassador Relationships Manager
UNICEF Australia
12.2022 - Current
Senior Brand and Communications Manager
National Breast Cancer Foundation
01.2019 - 12.2022
Digital Content Manager (Entertainment titles)
Pacific Magazines
01.2016 - 01.2019
Lifestyle and Entertainment Producer
Yahoo
04.2015 - 01.2016
Online Editor (promoted from Sub-Editor)
DOLLY/CLEO at Bauer Media
04.2014 - 04.2015
Freelance Web Copy Writer
John Lewis (Based in the UK)
01.2013 - 03.2014
Deputy Editor (promoted from Features Writer)
Total Girl magazine at Pacific Magazines
06.2010 - 06.2012
BA Communications (Public Communication) -
University of Technology, Sydney
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