Marian Wright
Caddens
Summary
Innovative Marketing leader with 10+ years of experience delivering exceptional marketing campaigns, content and collateral based on established and innovative strategies. Results-oriented and collaborative professional bringing expertise in brand management and social media engagement. Detail-oriented, attentive and decisive leader.
Overview
21
21
years of professional experience
Work History
Campaign & Category Marketing Manager
Blackwoods
11.2022 - Current
- Increased brand and unprompted awareness by executing targeted marketing campaigns and optimizing promotional materials.
- Developed innovative category strategies for improved product positioning and increased market share.
- Conducted thorough customer and competitor market research to identify new growth opportunities, resulting in an improved supplier offering and new digital programs.
- Enhanced customer experience with tailored promotions and personalized recommendations based on customer journey mapping.
- Streamlined processes through cross-functional collaboration, achieving better allocation of resources and faster time to market.
- Managed supplier relationships, leading to cost-effective partnerships and improved service levels.
- Achieved year-over-year sales growth of +40% for all promotional activity and exceeding target of 20%.
- Crafted comprehensive go-to-market plans for new product introductions, supporting successful rollouts across all channels of distribution.
- Utilized digital marketing tools and a effective media buy to enhance online presence, driving traffic to Blackwood's e-commerce platforms and boosting online sales conversions.
Brand Marketing Manager
Kennards Hire
09.2021 - 11.2022
- Developed overarching brand strategy, including setting of style guides, brand guidelines, brand vision and value proposition for short as well as long term, most notably the Kennard's Hire 'Ken Oath', which provided a significant shift in brand health across unprompted awareness.
- Planning and execution of all communications and media actions across all channels, including TV, radio, online and social media.
- Continually maintained and improved Kennard's Hire brand reputation, ensuring positive brand health across key target consumer and B2B audiences.
- Managing marketing budget for advertising, campaigns, local area marketing, product, media and promotional items, valued at +$9M.
- Leading a team of 5 talented marketing professionals.
- Competitor and customer insights analysis
- Built and strengthened strategic relationships with product vendors, advertising & media agencies and leading hire partners.
- Established, initiated and optimized business development strategies based on company targets, product specifications, market data and budget factors.
- Analysis of sales forecasts and relevant financials and reporting on product sales.
- Assisting with product development, pricing and new product launches as well as developing new business opportunities
- Assisting with product development, pricing and new product launches as well as developing new business opportunities
- Project Management - customer journey mapping for new web site and digital transformation.
Campaign Marketing Manager
Kennards Hire
05.2019 - 08.2021
- Senior leader & mentor within the wider marketing team, with 4 direct reports across Australia & New Zealand. Acting Head of Marketing from April 2020 to September 2020.
- Responsible for setting the annual marketing plan, in collaboration with the GM Marketing & CX.
- Overseeing & managing brand and product marketing campaigns including the development of campaigns (ATL & BTL), high-level strategy and implementation. Campaigns span across B2C & B2B.
- Management of media partner relationships to develop annual media plan in line with business objectives.
- Management of creative agency partners to support annual campaign calendar. This includes setting yearly objectives, briefing and execution.
- Oversee & develop the product marketing strategy and provide guidance to the Campaign & Product Specialist. This includes developing the product value proposition across the general hire and specialist categories.
- Develop category marketing calendar & product/category content schedules.
- Oversee the local marketing strategy and provide guidance to the LAM & Sponsorship Specialist. This includes state marketing plan development, branch openings, local sponsorships and local digital strategy.
- Oversee the national marketing sponsorship's including contract negotiation, setting partnership plans & activities (The Block, Sydney FC, Eden Park, AFL).
- Responsible for setting & managing the annual marketing budget.
- Responsible for setting and measuring performance of marketing campaigns & activities to drive ongoing refinement.
- Project lead for a range of business led initiatives including the 'Trade Easy' customer program, which delivered a 21% increase in new customers and 49% increase in revenue across the trade segment. This program required both qualitative & quantitative research, customer value mapping, business case development and test phasing, coupled with a robust GTM plan.
ANZ Marketing Manager
Nilfisk
02.2017 - 04.2019
- Developed & executed the annual marketing strategy for Australia & New Zealand, in line with the Premium Divisions’ business plan.
- Led team of two marketing professionals.
- Brand and communication review against key performance objectives, implementing changes to maximise brand equity and depth in new and existing markets where required.
- Provided strategic marketing advice to global marketing team to ensure strategic priorities are met.
- Manage & set the annual Marketing budget for the Premium Division.
- Manage the concept development, production and delivery of local marketing material including dealer marketing, ATL & BTL advertising, brochures, PR, signage and point of sale & product catalogues.
- GTM product and campaign launches in order to provide necessary material and ensure delivery of marketing materials with adherence to company brand guidelines.
- Plan and manage booking of advertising and the distribution of marketing materials including submission of annual publications.
- Oversee maintenance of Nilfisk Oceania websites and social media applications in conjunction with Group guidelines. This will include aligning the interfaces with European web-
masters and ensuring local content is up-to-date and on-brand. - Monitor, evaluate and report on market data and NPS survey feedback on a monthly basis.
- Provide input on product range and developments, using customer feedback specific to local market.
Brand & Communications Manager
CNH Industrial
01.2014 - 02.2017
- Develop annual brand and communications strategy across branch network and digital platforms.
- Development of digital marketing strategy including search, email and online.
- E2E Campaign Management, including PCR reporting against key campaign metrics.
- Media Management – Including Press Releases, Advertising (ATL & BTL across print, digital & online channels), media booking & mail-houses.
- Customer Insights & Research – driving an understanding of customers & their purchasing behaviour.
- Event Management including Field Days, Product Training, customer sessions, dealer conferences etc.
- Omni-channel customer journey mapping.
- Dealer & Sales Support - Providing support to the field sales staff and developing effective sales tools to help drive sales.
Various Marketing Positions
Optus
01.2003 - 01.2014
- Lifecycle Marketing Exec - Oct 2011 to Jan 2014
- Business Process Manager - May 2009 to Oct 2011
- Account Manager - Nov 2007 t0 May 2009
- Marketing Exec - Jan 2005 to May 2007
- Marketing Coordinator - Jan 2003 to Jan 2005
Education
Bachelor of Business - Marketing
University of Western Sydney
Parramatta, NSW11.2003
Skills
- Team building & Leadership
- Strategic Planning and Alignment
- Marketing Program Management
- Cost Management
- Project Management
- Marketing Strategy Development
- Campaign Management
- Google Analytics
Timeline
Campaign & Category Marketing Manager
Blackwoods
11.2022 - Current
Brand Marketing Manager
Kennards Hire
09.2021 - 11.2022
Campaign Marketing Manager
Kennards Hire
05.2019 - 08.2021
ANZ Marketing Manager
Nilfisk
02.2017 - 04.2019
Brand & Communications Manager
CNH Industrial
01.2014 - 02.2017
Various Marketing Positions
Optus
01.2003 - 01.2014
Bachelor of Business - Marketing
University of Western Sydney
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