Mary Winter

Head up strategic research across all branches - Sydney, Melbourne and Auckland.

Conduct quantitative and qualitative research across all methodologies including online communities, groups, AI assisted research, semiotics, secondary research.

Insights provided across categories and client needs including usage, attitude, brand refresh, corporate reputation, trend analysis ( age and attitude cohorts, climate change, diversity and inclusion, all social needs and issues affecting client business)

Work closely with strategic teams on client and service side to initiate change through key strategic insight recommendations. work at C-Suite level with clients.

Example of recent strategic projects:

RACV: Understanding electrification in the Victorian Community and the role of brand in this space

TasGas(now Solstice): Insights into the Tasmanian brand landscape, semiotics of energy companies in Australia, brand refresh attitudes, needs and recommendations

TAB: Insights to guide strategic changes to brand, regulatory attitudes, corporate governance issues.

ACCC: Insights into scamming and assessment of community needs and communication

NAB and nabtrade: Distinctive brand asset review, brand attitudes, diversity and inclusion and reputation issues

Other clients include: Officeworks, State Library Victoria, NSW Government, AustralianSuper, Active Super, IAP2, Lifeblood, Federation University, MLC, Pitcher Partners, Insignia and others

• Headed up research for Catch, Smith Family and AGL.
• worked closely with AGL marketing team and Catch marketing team and PUSH strategists

• Headed up Qualitative Research in the Melbourne Office across a wide range of clients across cohorts and categories.
• Major client: South East Water. Conducted primary research both quant and qual to assess pricing structures, attitudes to water usage, service issues, outages, billing, climate change, corporate reputation. Determined insights across cohort needs including apartment dwellers, inner and outer suburb users, regional, metro and rural. Determined insights across recycled water, desalination, water restrictions, council needs and relationships, needs of age cohorts like Gen Z, young and older families, empty nesters, vulnerable users etc.

• Delivered qualitative research to clients such as Kellogg's. Managed all aspects on insight projects including proposals, methodology, reporting and presentation.
• Worked with Marketing Directors and manged a team of junior researchers.

• Leading strategic insights projects from end to end across cohorts, methodologies and categories.
• .Worked on government projects including The Fair Work Ombudsman, The Asbestos Safety and Iradication Agency and others.
• Developed keen understanding of all cohorts in the community from vulnerable citizens to the elite community.

• Ran my own insights and strategy business working with clients such and Sapient Nitro and Mars

• STW Group (now WPP) was Australian's largest publicly listed communications groups with 75 plus companies. Worked in the holding company as part of the C-Suite to develop thought leader across all our companies on topics of interest such and climate change and the digital age.
• Conducted primary research online and face to face to develop corporate positioning on reputation issues.
• I am media trained and presented on TV, radio and in the press to represent the organisation.
• Published The Australian Report, a review of trends in the community on high level social and business issues. Topic including attitudes to small, medium and large organisation, a detailed review on uptake of climate change initiatives and attitudes to the corporate world.

• Headed up strategic planning across an advertising agency, working with Marketing teams in a variety of categories,
• Developing brand strategies
• Conducted secondary research on social trends
• Headed up thought leadership through a study called The Sweeney Report, which looked statistically and qualitatively at current social issues.
• Headed up publicity on this resort across TV, radio and print channels.
• Presented at conferences etc

• Led strategic insights across key blue chip American brands such as Charles Schwab, Pepsi and Frito-Lay
• Worked with clients and creative teams to understand consumer needs and trends
• Responsible for understanding all research across the clients