Meg Blackhall
Newtown,VIC
Summary
Highly motivated marketing and experience design professional with over 15 years’ experience in financial services marketing, predominantly in member-based organisations, including superannuation, retirement income, and investment bond products. This includes experience in traditional marketing, digital, social media, product and member experience design and innovation. My experience includes leading teams to deliver superior customer experiences and exceed campaign and business objectives. I have delivered a large variety of customer centric initiatives, including broad scale customer programs to promote new products and services, as well as being heavily involved in financial product experience design and associated change and take to market activities.
Overview
12
12
years of professional experience
Work History
Head of Marketing
Futurity Investment Group
2020.08 - 2023.11
- As the Head of Marketing at Futurity Investment Group, I led and oversaw comprehensive marketing strategies, including market positioning, brand development, experience design, public relations and integrated campaign management, to drive the growth and brand positioning of the organisation.
Senior Manager, Experience Design
NAB Wealth
2015.01 - 2017.05
- As the Manager, Experience Design, I led the strategic development and implementation of customer-centric design initiatives, ensuring an unparalleled user experience across wealth products, and driving innovation to enhance the overall satisfaction and engagement of clients.
Manager, Digital, Direct and Online
Plum Super Fund
2013.01 - 2015.10
- This role encompassed spearheading the digital and online strategy, overseeing direct engagement initiatives, and driving innovation to enhance the overall user experience, including the design and launch of online advice for Plum and MLC Direct members.
Member Marketing Manager
Plum Super Fund
2012.01 - 2013.01
- This role required me to strategically craft and execute comprehensive marketing and communication plans to engage and connect with members, fostering a strong and positive relationship while ensuring effective dissemination of information
- The role also focused on the engagement of members through the workplace and the delivery of education programs and events.
Education
ASFA (Including RG146) -
Advanced Diploma of Financial Services -
01.2007
Bachelor of Commerce – Marketing Major -
University of Melbourne
01.1997
Skills
- Product marketing
- CRM Management
- Media Planning
- Customer Segmentation
- Agency Management
- Strategic Marketing
- E-commerce strategy
- Strong time management
- Strategic thinker
- Social Media Engagement
- Digital Marketing
- Marketing Plan Development
- Project Management
- Branding
- Presentations
- Social Media
- Product Launches
- Research
- Campaign Planning
- E-mail and direct mail marketing campaigns
- Campaign Management
- Advertising
- Budget Oversight
- Competitive Analysis
- Media Relations
- Innovative
- B2C Marketing
Professional Development
- Brand Experience – Short Course, RMIT Online, 2021
- Human Centred Design – Short Course, NAB, 2016
- NAB LABS Innovation experiment – 12-week course, NAB, 2015
- Certificate IV, Workplace Training and Assessment, 2010
Expertise
Experience leading high performing teams in marketing strategy, member research, member experience design as well as ATL and BTL campaigns. Skilled in authentic leadership, having successfully led cross-functional teams by developing and communicating a clear strategic vision, fostering collaboration, and aligning team efforts with organisational goals., Demonstrated proficiency in employing a member-centred design approach throughout the product and service delivery development lifecycle. A proven track record of using human centred design principles in the development and uplift of customer experiences in Superannuation and Retirement Income products, through use of agile methods along with the application of the 3 lenses of innovation., Expertise in distilling complex financial concepts into clear, compelling messages that resonate with diverse stakeholders, including investors, clients, regulatory bodies, and internal teams. Proficient in crafting and implementing strategic communication plans tailored specifically for the Superannuation sector, demonstrating a deep understanding of the industry's regulatory landscape., Successful track record in developing and executing strategic marketing plans that establish a strong market position for financial services brands. Expertise in conducting thorough market analysis, identifying key differentiators, and crafting compelling brand narratives to enhance visibility, credibility, and recognition within the competitive financial services landscape. Demonstrated ability to align marketing initiatives with business objectives, leveraging data-driven insights to optimise campaign performance and drive customer acquisition and retention opportunities.
Profile Snapshot
- Futurity Investment Group, Head of Marketing
- NAB Wealth, Senior Manager, Experience Design
- Plum Super Fund, Manager, Digital, Direct and Online
- Plum Super Fund, Member Marketing Manager
- Plum Super Fund, Education Development Consultant
References
Available on request.
Timeline
Head of Marketing
Futurity Investment Group
2020.08 - 2023.11
Senior Manager, Experience Design
NAB Wealth
2015.01 - 2017.05
Manager, Digital, Direct and Online
Plum Super Fund
2013.01 - 2015.10
Member Marketing Manager
Plum Super Fund
2012.01 - 2013.01
ASFA (Including RG146) -
Advanced Diploma of Financial Services -
Bachelor of Commerce – Marketing Major -
University of Melbourne
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