Macy Lee

Strategic Marketing and Revenue Growth in the Research and Solutions segment:

• Spearheaded the development and implementation of comprehensive marketing plans, directly contributing to achieving revenue growth targets across Australia, New Zealand, and Southeast Asia, within the broader science, health, and technology professional segments.
• Consistently analysed higher education and specialized professional market trends to identify new business opportunities and align marketing efforts with overall business objectives.
• Managed advertising and promotional campaigns for complex information solutions, ensuring alignment with global brand messaging and local market nuances.

Leadership & Team Collaboration:

• Collaborated extensively with cross-functional teams, including Sales, Product, and global marketing teams, to align strategies and ensure consistent brand messaging across diverse portfolios.
• Managed and guided the efforts of 2 indirect marketing associates supporting field marketing activities across ANZ and SEA, demonstrating leadership and mentoring capabilities.
• Demonstrated ability to navigate a highly matrixed global organization, fostering strong peer relationships that are essential for effective team leadership and cross-departmental initiatives.

Digital Marketing & Demand Generation for Complex Solutions:

• Developed and executed regionally nuanced demand generation events and campaigns, including whitepapers and webinars, specifically aimed at driving lead generation across all appropriate channels for specialised information products.
• Managed the digital marketing strategy, effectively utilising SEO, SEM, online media buying, email campaigns, and social media engagement to maximize reach and impact for targeted professional audiences.
• Orchestrated or assisted in content marketing strategies, curating and sourcing engaging content (e.g., case studies) to drive Elsevier’s content marketing plan and build advocacy, demonstrating ability to translate complex information into compelling narratives.

PR & Thought Leadership in Professional Landscape:

• Developed an acute awareness of the topics and opinions pertinent to science, technology, and the professional information landscape, driving thought leadership and awareness of Elsevier’s views, products, and services through PR, events, and social channels.
• Cultivated strong relationships with key decision-makers and influencers at the customer level (e.g., University Librarians, Provosts, DVCRs, Professors, and Research Offices), demonstrating an understanding of diverse professional needs and decision-making processes.cision-making processes.

Brand Management & Understanding User Needs:

• Acted as a brand ambassador, upholding Elsevier's brand guidelines and values, ensuring all marketing and sales support materials are creatively engaging and relevant to specific professional user needs.
• Proven experience in understanding and effectively addressing complex user needs within highly specialized fields, a skill directly transferable to supporting healthcare professionals with evidence-based solutions.

Campaign Delivery & ROI:

• Monitored and analysed marketing performance metrics to measure ROI and optimize campaigns, ensuring a track record of delivering successful digital and print marketing campaigns for B2B solutions.

• Teach undergraduate marketing courses, including Digital Marketing and Marketing Fundamentals, reinforcing strong foundational and advanced marketing knowledge applicable to various sectors, including specialized professional markets.
• Develop engaging lesson plans and course materials, fostering an environment of active learning and critical thinking.

• Managed a team of 12 brand ambassadors, demonstrating early leadership and people management capabilities.

• Played the role of a Brand Manager for the Maybelline brand, successfully positioning a new product category (Perfume) in a global market simulation, including market research and integrated marketing communications planning.

• Managed all marketing communications and promotional materials for a group of beauty and spa brands.
• Coordinated and planned media conferences, and solely managed a spa conference, demonstrating strong event management and PR coordination skills within a health and wellness context.