Madeleine Hoban
South Yarra
Summary
Results-driven and passionate individual with expertise in category management and brand marketing. Proven ability to drive both brand and category growth through strategic planning and consumer centric marketing campaigns. Highly skilled in market analysis, relationship management and adapting to changing needs to achieve business objectives.
Overview
16
16
years of professional experience
1
1
Certification
Work History
Activation Category Manager – Cosmetics
L'Oreal Australia
01.2025 - Current
- Developed MS winning GTM strategy for the cosmetics category aligned to brand & business ambitions.
- Designed launch activation plans and hero SKU animation via shopper marketing initiatives.
- Owned & managed the A&P budget for activation activities, controlling the costs to ensure profitability.
- Conducted competitive analysis to identify opportunities for growth and differentiation in the market.
- Collaborated with cross-functional teams to optimize promotional activities and merchandising plans.
Category Development Manager – Haircare + Hair Colour
L'Oreal Australia
06.2023 - 12.2024
- Defined category vision based on consumer insights and market trends aligned to retailer strategies.
- Developed category-specific strategies to enhance brand positioning and drive sales growth.
- Executed category reviews, identifying opportunities for improvement in merchandising and shelf placement.
- Analyzed market trends and consumer insights to inform promotional planning and portfolio assortment.
- Monitored performance metrics to assess effectiveness of category initiatives, making data-driven adjustments as needed.
Brand Manager – L’Oreal Paris Skincare + Mens
L'Oreal Australia
01.2022 - 06.2023
- Developed and executed long term brand strategies to drive consumer engagement and enhance market presence.
- Strategy development & execution & of 5-star NPD launch. Shared as global best practise, bringing franchise back to growth after 3 years of decline.
- Led creative development for media campaigns, ensuring consistency with brand identity and relevance for target demographic.
- Budget management of A&P >$1M.
- Initiated portfolio rationalisation project to maximise brand profitability.
- Improved key brand equity measures with #1 target demographic.
- Representation of Australia in global best practice awards.
- Fostered a positive brand image by managing key partnerships; Movember & eSports.
Assistant Brand Manager – L’Oreal Paris Skincare
L'Oreal Australia
07.2020 - 01.2022
- Strategic planning, briefing, forecasting and execution of media campaigns including local TVC creation.
- Localisation of global strategy & campaign materials.
- Customer lead for Pharmacy channel & management of retailer partnership.
- Analysis of market drivers and key consumer trends to guide brand strategy.
Management Trainee – Marketing + Commercial
L'Oreal Australia
07.2019 - 07.2020
- Creation, co-ordination & communication of key business sales reports.
- Analysis & development of retailer strategy within Pharmacy industry.
- Key liaison between cross-functional head office & field teams.
- Competitor, retailer & customer analysis.
- Execution of brand strategy through all online and offline touch points.
- Brand asset creation for digital and print touch points.
- Creation & maintenance of website & social media content.
- Relationship management with agency partners.
Marketing Internship - Matrix Haircare + Colour
L'Oreal Australia
05.2018 - 06.2019
- Planning, co-ordination & execution of consumer facing brand events.
- Execution of brand strategy & management of brand collateral.
- Analysis of market drivers & key industry trends to inform brand strategy.
- Content creation & social media marketing.
Internship
Meltwater
08.2017 - 11.2017
- Monitoring key digital and social media channels on behalf of brand clients.
- Data management & insight analysis of key media channels.
- Regular client information sessions on brands utilisation of media insights.
Communications and Marketing Coordinator
Monash University, Food & Retail Department
07.2016 - 07.2017
- Communications & marketing strategy development & execution.
- Management of retail promotion & activation strategy.
- Website management & optimisation.
- Digital & print content creation.
Sales Assistant
Bakers Delight, Sebastopol
01.2010 - 01.2014
- Customer service
- POS merchandising
- Food handing, cash & EFTPOS management.
Call Centre Senior Customer Consultant
IBM Ltd, Ballarat
01.2013 - 01.2015
- Assisting clients with IT challenges and issues.
- Operating in high stress environments with high-level clients.
- On-boarding, training & up-skilling new consultants.
- Working through communication barriers including cultural, language and technological.
Work Experience, Shadowing Head of Marketing
Sovereign Hill, Ballarat
01.2010
- Gained insight into brand strategy and consumer targeting.
- Assisted filming of brand TVC.
- Supported the creation of marketing briefs.
- Front of house support to gain deeper understanding of key consumer groups.
Customer Experience Ambassador
Scape Student Accommodation
01.2018 - 04.2018
- Assisting all sales and marketing operations.
- Planning, management, and execution of student events.
- Crisis management.
- Support for student wellbeing.
Residential Advisor
Farrer Hall, Monash University
01.2015
- Student leadership, behaviour management & wellbeing support.
- Event management and budgeting.
- Mentoring and support.
- Content creation & social media marketing.
Education
Bachelor of Business - Marketing
Monash University
Caulfield & Clayton, Victoria01.2017
Bachelor of Arts - Behavioural Studies
Monash University
Caulfield & Clayton, Victoria01.2017
Victorian Certificate of Education -
Damascus College
Ballarat12-2012
Skills
- Problem-solving
- Team collaboration
- Relationship building & management
- Clear communication
- Engaging Presentations
Certification
- Mental Health First Aid
- SafeTALK (Suicide alertness for everyone)
- Level II First Aid
- Certificate II and III in retail
- Working with children check
- Victorian Drivers Licence
Timeline
Activation Category Manager – Cosmetics
L'Oreal Australia
01.2025 - Current
Category Development Manager – Haircare + Hair Colour
L'Oreal Australia
06.2023 - 12.2024
Brand Manager – L’Oreal Paris Skincare + Mens
L'Oreal Australia
01.2022 - 06.2023
Assistant Brand Manager – L’Oreal Paris Skincare
L'Oreal Australia
07.2020 - 01.2022
Management Trainee – Marketing + Commercial
L'Oreal Australia
07.2019 - 07.2020
Marketing Internship - Matrix Haircare + Colour
L'Oreal Australia
05.2018 - 06.2019
Customer Experience Ambassador
Scape Student Accommodation
01.2018 - 04.2018
Internship
Meltwater
08.2017 - 11.2017
Communications and Marketing Coordinator
Monash University, Food & Retail Department
07.2016 - 07.2017
Residential Advisor
Farrer Hall, Monash University
01.2015
Call Centre Senior Customer Consultant
IBM Ltd, Ballarat
01.2013 - 01.2015
Sales Assistant
Bakers Delight, Sebastopol
01.2010 - 01.2014
Work Experience, Shadowing Head of Marketing
Sovereign Hill, Ballarat
01.2010
Bachelor of Business - Marketing
Monash University
Bachelor of Arts - Behavioural Studies
Monash University
Victorian Certificate of Education -
Damascus College