Malini Powell
Melbourne,VIC
Summary
Insightful Marketing Manager with 10 years of experience devising and implementing marketing campaigns. Built deep understanding of target audience and competitors to develop effective marketing messaging. Early adopter of latest industry trends and strategies, resulting in consistently fresh and creative ideas.
Overview
14
14
years of professional experience
Work History
Marketing Manager
FourPL Pty Ltd
03.2024 - Current
- Boosted brand awareness and generated leads while managing internal and external marketing campaigns and programs.
- Managed marketing budget and associated P&L to develop and execute marketing strategies, budgets and sales plans for business segments.
- Performed market segmentations, targeting and positioning for each product line.
- Used data analytics to track lead generation campaigns and improve quality.
- Devised content strategy to effectively engage target audiences.
- Developed and implemented marketing strategies to use for launches, rebranding campaigns and promotions.
- Managed partner marketing activity including events and webinars
Marketing Manager
Knosys
10.2021 - 03.2024
- Created product messaging, stories, narratives and positioning in partnership with Product and Sales
- Ideate strategic product and marketing content opportunities
- Strengthen our Go To Market tools by creating and informing assets, taking complex ideas and distil them into simple, concise, easy-to-understand assets
- Developed and executed a useable marketing communications strategy for communicating Knosys products to target prospects.
- Evangelising Knosys products with sales, customers, partners, media and influencers
- Created an understanding of customer needs and propositions; Creating user personas and related customer journeys to ensure each Knosys product is marketed, delivered and supported across all channels.
- Planned and executed large product launches, report back on their performance, and optimised processes for scale. Developed product launch foundations to support launches of new products and integrations with the service provider and platform partners.
- Scale our customer advocacy program. Identify customers who stories can be brought to life and project managed doing that via writing (e.g. emails, blog posts, and case studies), video, and events.
- Continuously reviewed budget and provided recommendations to senior management.
- Conducted market research and competitor analysis on all Knosys products (Libero, GreenOrbit and KnowledgeIQ)
- Boosted brand awareness and generated leads while managing internal and external marketing campaigns and programs.
Marketing Manager
Panviva
09.2016 - 10.2021
- Implemented marketing strategies resulting in 30% increase to opt-in prospect base
- Evaluated monthly performance statistics and used data to inform future strategies.
- Analysed and reported social media and online marketing campaign results.
- Boosted brand awareness and generated leads while managing internal and external marketing campaigns and programs.
- Implemented customer retention strategies
- Manage online and in person events including annual conference
- Managed effective email campaigns from development to execution
- Collaborated with key internal stake holders to influence marketing strategy
Client Engagement Manager
Dexler Education (eLearning)
01.2015 - 07.2016
- Manage and engage all social media platform keeping clients/prospects engaged with activity at Dexler.
- Effectively monitor and report social media results
- Manage local events - promotion, delivery and evaluation (ROI).
- Manage sponsorship of external events.
- Creation and publication of all marketing material in line with marketing plans.
- Planning and implementing promotional campaigns through email distribution marketing.
- Preparing online and print marketing campaigns
- Management of Dexler Events.
- Submitting written applications for award submission (Successful applications – LearnX Platinum Award 2016, AITD – Highly commended 2015, eLearning Association – K-12 Learning Award 2015, Brandon Hall Award 2015).
Marketing Manager
Australian Association of Practice Managers
12.2013 - 01.2015
- Defined and tracked campaign effectiveness and adjusted strategies accordingly.
- Built brand awareness and generated leads while managing internal and external marketing campaigns and programs.
- Managed branding campaigns and event marketing initiatives in print, video, web and social media.
- Work with the CEO to develop, implement and evaluate a marketing and communications Plan for AAPM, including a budget for marketing and communication activities.
- Analyse CRM data to determine the needs of members and develop targeted communications.
- Creation of regular EDM’s campaign’s and newsletters.
- Ownership of content management on website.
- Ongoing maintenance of CRM Data Identify and develop new business opportunities.
- Conduct appropriate evaluation and analysis of effectiveness of marketing strategies to improve growth in membership, revenue and profitability.
- Management of social media channels
- Use of online tools for effective digital marketing including Survey Monkey, Mailchimp and Hoot suite.
- Assisted in content development for events, drafting and distributing promotional materials.
Marketing Officer
Institute of Public Accountants
05.2012 - 04.2014
- Developing the marketing strategy for the promotion of IPA's Further Education courses to Tertiary Institutions in line with company objectives.
- Effective management and reporting of the CRM Database.
- Co-ordination marketing campaigns with sales activities.
- Creation and publication of all marketing material in line with ‘Accounting Pathway ‘program.
- Planning and implementing promotional campaigns.
- Manage and improve lead generation campaigns, measuring results from CRM database.
- Overall responsibility for brand management and corporate identity preparing online and print marketing campaigns.
- Monitor and report on effectiveness of marketing communications. Creating a wide range of different marketing materials.
- Maintain effective internal communications to ensure that all relevant company functions are kept informed of marketing.
Member Relations Executive
Australian Institute of Company Directors
10.2010 - 05.2012
- Delivering on members experience and intern grow member base in W A.
- Utilising market segmentation from CRM database analysis information to effectively market value of membership in tailored delivery to various sectors.
- Continuous evaluation of effectiveness of membership growth strategies.
- Research markets and identify opportunities for membership acquisition campaigns.
- Implement strategies to proactively engage with members and increase member satisfaction and retention. Attending events and course modules to engage with members and promote relevant Company Director Service offerings.
- Effective management and maintenance of CRM Database.
Education
Bachelors of Marketing, Advertising, Public Rel - Marketing
Edith Cowan University
WA09.2005
Skills
- Market positioning
- Market analysis
- Prospecting customers
- Networking and relationship building
- Content and digital asset management
- Social media management
- Online presence monitoring
- Lead generation
- End to end campaign management
- Event management
- Sponsorship management
- CRM Management
- Staff Management
- Campaign management
- Budgeting and Allocation
- Corporate Partnership Management
Accomplishments
- Managed production of Panviva CX event series from concept creation to launch which saw an increase of 200% in attendance.
- Managed the Customer Insight session series to maintain engagement with existing Panviva customers.
- Managed the production of the Panviva video testimonial series from customers, which assisted in achieving 225% social follower growth.
- Increased email campaign click through rates with targeted approach
Referees
Available on request
Timeline
Marketing Manager
FourPL Pty Ltd
03.2024 - Current
Marketing Manager
Knosys
10.2021 - 03.2024
Marketing Manager
Panviva
09.2016 - 10.2021
Client Engagement Manager
Dexler Education (eLearning)
01.2015 - 07.2016
Marketing Manager
Australian Association of Practice Managers
12.2013 - 01.2015
Marketing Officer
Institute of Public Accountants
05.2012 - 04.2014
Member Relations Executive
Australian Institute of Company Directors
10.2010 - 05.2012
Bachelors of Marketing, Advertising, Public Rel - Marketing
Edith Cowan University
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