LUCY TICKNER

Key achievements:

• During the Global pandemic, I delivered a world first docu-reality show on TikTok, UNDSCVRD Presented by Samsung, which has been recognised as a Samsung Global best practice Gen Z Integrated Marketing campaign
• This project brought to life our brand purpose and provided a platform for authentic product integration
• Curation of cultural cool experiential marketing strategy to create Gen Z/Millennial fans of the brand
• This included the execution of the first Samsung owned music event – Flextival as well as securing new local partnerships across fashion & music
• Delivered a new retail experience concept to celebrate launching new Foldable Galaxy range by transforming a store space in Sydney Pitt St Mall to create an immersive, hands-on product experience

Key responsibilities:

• Reporting into the Head of Marketing, I'm responsible for leading the strategy, planning, implementation & reporting of all Samsung MX Experiential & Events activity to support our Business & Marketing objectives
• Coach, mentor and supervise a small team of 1 x experiential executive and 1 x graduate
• Management of annual 10.5M budget for experiential activity
• Work closely with RHQ/HQ team to understand global ideas and concepts and localise these for the Australian market
• Work cross functionally with Retail, Social, Influencer and PR teams to bring concepts to life and deliver fully integrated campaigns
• Evaluation of our panel of Event Agency suppliers and selection / on boarding of new agencies
• Defining ROI metrics for all events – Implementing new ways to measure success and report back to the business with recommendations for future activity
• Responsible for leading Local Marketing Google Partnerships to drive sales for Android and steal market share from Apple

Key achievements:

• Successfully implemented new channel event strategy by combining all individual budgets & briefs to design a premium, scalable brand experience with integrated product interactions to achieve greater economies of scale, consistent brand look and feel and unified event objectives
• Played key role in the project team for Vivid Sydney sponsorships in 2018 and 2019 – including the activation design and customer experience journey, onsite event operations, Instagram partnership management and DNSW contract negotiation., Working in a cross functional local and global team, I was responsible for leading the australian activity for the global Samsung Galaxy Studio activations for flagship product launches
• Successfully implemented a new channel event strategy by combining all individual budgets & briefs to design a premium, scalable brand experience with integrated product interactions to achieve greater economies of scale, consistent brand look and feel and unified event objectives

Key responsibilities:

• Full ownership of all Samsung branded activations across B2B and Retail Channel Partners to drive sales enablement, brand advocacy and lead generation delivery of all Samsung MX internal events & conferences
• End to end management of Samsung partnership activity which included sponsorships with Spotify, TEDx and DNSW.

Fairfax Events produced a portfolio of major events with the support of their leading media outlets, attracting over two million attendees each year. I was originally hired for a 6-month contract role but was offered a permanent position after 3 weeks. Key event programs I was responsible for included Westpac and AFR 100 Women of Influence, AFR Business Summit presented by BHP Billiton, Open-air Cinemas and The City2Surf Family Festival.

Key responsibilities & achievements:

• Project management of all aspects of event delivery working closely with key senior editorial, commercial and marketing stakeholders
• Seconded to work in a brand-new team “Strategic Projects” to deliver new health strategy across the sport portfolio creating new event concepts to innovate, commercialise and leverage existing event properties
• Budget preparation, management, and reconciliation (Budgets range from $500 – $3m+)
• Working with Head of Business to review the event portfolio creating new or redefined event concepts
• Managing team of 4 Direct reports (Event Operations Executives and Co-ordinators)
• Sourcing, negotiation and management of production partners and third-party specialists
• Focus on implementing digital event technology to enhance events and increase audience engagement.

• Responsible for delivery of annual national event plan ranging from flagship annual 3-day conference, awards ceremony, roadshows, state conferences, Franchise induction programs and club staff training days to intimate dinners and corporate hospitality for both franchisees and members.

• Responsible for driving and managing the Optus Business NBN Transition Marketing program
• This involved creating and implementing a marketing communications plan to move existing customer base over to the NBN as well as marketing campaigns to target prospects
• This was a complex operations process which involved collaborating with multiple teams across the business including consumer, wholesale and technical services
• The organisation of quarterly sales enablement days to present marketing updates to over 350 Optus sales staff
• Project management and delivery of Optus Business customer roadshow events and series of breakfast workshops
• Management of vendor partnerships and sponsorships

Maternity leave

• End to End event management of key flagship events and Internal employee events
• Worked closely with the sales teams to identify new opportunities for customer engagement through bespoke events and corporate hospitality
• Collaboration with external partners on the strategic development, management, and integration of all business sponsorships to ensure key marketing objectives are met and aligned with Optus Business messaging
• Simultaneously managing multiple projects whilst maintaining strict attention to detail and deadlines
• Extensive stakeholder management, engaging and influencing Optus Senior Management team and other key decision makers
• Review/ analysis of all current event sponsorships to ascertain ROI to the business
• Budget management & reporting

• Responsible for curating and implementing bespoke events and brand experiences across News Limited portfolio
• Events I was responsible for delivering included ‘The Sunday Times Sportswoman of the Year' ‘The Sun Military Awards' and ‘The Sunday Times Green Awards'