Lucinda Mollison
Melbourne,VIC
Summary
An experienced relationship, advertising and sales director helping brands connect successfully with their customers. With 20+ years' experience, I have worked with some of the world's leading brands such as L'Oréal, Toyota, Myer, Origin Energy, Village Roadshow, Priceline, RACV through new strategies, big ideas and compelling campaigns across multiple media platforms whilst working at ARN, Nine Entertainment, Seven Network & OMD Media agency. I am passionate about building and maintaining partner relationships. Spending the time to understand clients nuances, coupled with strong communication skills, planning and leadership has made me feel as if I was part of their business and in the case of L'Oreal and Priceline hot desked in their offices. Not one for downtime I use my spare hours to encourage women to live their best life through my Unapologetic Women's Networking group.
Overview
20
20
years of professional experience
Work History
Head Of Media and Partnerships
Luxury Escapes
02.2023 - Current
- Implement and coordinate the strategy for newly launched Luxury Escapes Media
- Working as the conduit between the Commercial, Editorial, Studio and broader marketing teams to ensure a successful introduction of advertisers and partners to LE media suite of products across TV Show, Podcast, Digital, eDM, InStore, Video Content and Influencer & Social Media
- Analysing market trends and customer needs to identify opportunities and partnership expansion
- Key Relationship, Vendor, Sponsor, Corporate Development & Management
- Partner Relationship Management
- Group Sales across mixed Media Buying and Selling Digital, Broadcast, Social, Radio, Podcast
- Media Negotiations, Development, Strategy, Brief, Coverage, Planning, Briefing
- Builidng and maintain strong relationships, serving as the main point of contact
- Understanding client objectives providing customized solutions to meet advertising and promotional needs
- Identification of new media opportunities through market research and strong internal and external relationships
- Conducting presentations, negitiotion of contracts both internally and externally
- Developing and implementing effective strategies to meet targets and drive business growth
- In this role I have had the opportuntity to be the conduit between the Head of Influencer, PR and Events and Marketing, along side our editorial and studio to bring to life some really strategic partnerships, which has ranged from in-store activations, TV show intergration, targeted eDMs, social influceners and their content along with paid and organic digital activity
Account Director T1 Melbourne Media Agencies
ARN
01.2022 - 02.2023
- Recognised leader in audio building a new and existing portfolio of clients across Broadcast Radio (Metro + Regional), Digital Radio, Podcasts, Streaming and Programmatic product suite, In-Store, Street Team and Talent led activations
- Some key clients include Amart, McCains, Dons, BMW, Origin, Crown, Poppin, Aussie Broadband, Chadstone & Bob Jane
- Exceptional communication skills with an ability to deal with people at all levels both internally and externally
- An inspirational team player, capable of working within a fast paced and highly demanding environment
- Excellent time management and multi-tasking skills
- Quickly learned new skills and applied them to daily tasks, improving efficiency and productivity
- Carried out day-day-day duties accurately and efficiently
- Demonstrated respect, friendliness, and willingness to help wherever needed
- Strong solid professional sales background as a Senior Sales Director
- Proven achievement of KPI related activity achieving and exceeding 10 out of 12 budgets in 2022
- Standout achievement was winning best intergrated campaign where we re-introducted Poppin Popcorn to the Australian market
- Done through dynamic audio focusing on time and location targeting, talent influence and content curatation through the Will and Woody show aligning the Poppin brand through metro and newly bought regional markets through on air intergration, instore activations, promotions and packaging inclusions
Relationship & Sales Director
The Content Works
01.2020 - 01.2022
- Following my love for creative and strategic thinking, I helped launch The Content Works throughout COVID lockdown
- Working closely with the owner and our studio team to build a leading social media and creative agency, helping brands control their narrative with a mobile-first approach
- As we are a small and noble business, I have been fortunate to have been able to be hands-on with all our clients from inception to their completion
- Some key clients include L'Oréal Corporate, Monte & Lou, Endota, Clarins & Buono
- Built and maintained relationships with new clients while providing high level of expertise
- Developed and cultivated lucrative relationships with new clients through effective communication and interpersonal skills
- Communicated regularly with clients to understand needs, evaluate current product use and cross-sell new products
Senior Group Sales Manager
Seven West Media, Pacific Division
01.2015 - 01.2020
- Through visionary thinking, innovation and motivation, my team was the highest achieving Nationally
- My portfolio spanned across all Pacific Brands, marie claire, Better Homes and Gardens (Print, Digital, Social, Events, Influencers and TV), InStyle, Who, BEAUTYcrew, Women and Men's Health, with diverse partnerships across some of Australia's most prominent clients - L'Oréal, Toyota, Myer, DJ's and Endota
- Direct and lead strategy and implementation
- Key point of contact for Senior Agency staff
- Lead Agency presentations and client responses
- Key point of contact for editorial, production, creative and Senior Sydney management
- Leadership and mentoring of junior team members, including proposal review, brainstorming and succession plans
- Collaborate with internal stakeholders such as RED, Seven, research, editorial, creative services, and marketing
- Leading a large team with junior and senior staff, I have a solid ability to multi-task and manage competing deadlines and priorities
- Strong problem-solving skills with great attention to detail and exceptional organisational skills
- Responsible for maximizing revenue and share delivery across allocated agencies
- Drive the team to reach and exceed sales targets
- Media first campaigns with Priceline through Facebook Glasses taking consumers in real time backstage at the Melbourne Fashion Festival, content was then lifted and placed through social and digital channels
- Myer and our face recoginition instore, which worked to colour match and drive instore purchase through their beauty sale alongside in-store activiations with beauty editors
- And, L'Oreal through the launch of Megan Gale as their brand ambassador developed through our targeted research campaign which then was active across Print, In-Store, Packaging, TV, OOH and social
Agency Manager
ACP / Bauer
01.2007 - 01.2015
Media Planner /Buyer
OMD
01.2005 - 01.2007
Education
Advertising -
RMIT University
Melbourne, VICRuyton Girls' School
Skills
- Omnichannel understanding, and I have previously used are media powerhouse brands across social media, digital platforms, podcasts, events, radio, and TV through integration and media strategy
- Client management through relationship establishment, development, maintenance, and retention
- Market relationships across both agencies, clients directly, and staff within the media business
- Creative problem-solving with sales negotiations, and internal stake management
- Team leadership involves understanding not only staff needs, but also business and market needs
- Cross-functional collaboration with editorial, client, whilst still understanding the business needs
- Strategic planning and development for staff and clients this includes; budget management, business forecasting, performance reporting, market presentations and campaign management
Fundraising
After a tragic death within our community, I was able to use my media relationships to drive and speak on behalf of the family, driving live national coverage across Sunrise, Today, Network 9, 7, and 10, and through leading newspapers and local press. This enabled a group of us to raise much-needed funds for the family
References
References available upon request.
Volunteer Experience
Variety Children's Charity, 01/01/20, Current
Timeline
Head Of Media and Partnerships
Luxury Escapes
02.2023 - Current
Account Director T1 Melbourne Media Agencies
ARN
01.2022 - 02.2023
Relationship & Sales Director
The Content Works
01.2020 - 01.2022
Senior Group Sales Manager
Seven West Media, Pacific Division
01.2015 - 01.2020
Agency Manager
ACP / Bauer
01.2007 - 01.2015
Media Planner /Buyer
OMD
01.2005 - 01.2007
Advertising -
RMIT University
Ruyton Girls' School
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