Summary
Overview
Work History
Skills
Accomplishments
Timeline
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Melanie Kay

Sydney,Australia

Summary

A seasoned media advertising professional with extensive experience leading cross-functional teams and delivering strategic, results-driven campaigns across a diverse range of business categories. Recognized for a collaborative and inclusive communication style, consistently fostering strong relationships with clients, agency stakeholders, and media partners. A trusted and honest leader with a proven ability to drive business growth, both for client business and commercially within the media agency. Strong background across investment & channel planning, leading teams to deliver agile execution, and financial oversight. Renowned for adaptability, integrity, and a proactive approach to unlocking media opportunities that elevate brand performance. Committed to excellence in client service, team development, and navigating the fast-paced, ever-evolving advertising landscape.

Overview

26
26
years of professional experience

Work History

Business Director

OMD Australia
01.2024 - Current
  • Lead strategic oversight of 15 NSW Government departments, including major portfolios such as Transport for NSW, NSW Health, Department of Education, and the Cancer Institute, representing over $50 million in media spend.
  • Responsible for over 50 marketing professionals, across the abovementioned Government Departments.
  • Foster strong, long-term relationships with clients, media partners, and internal stakeholders, contributing to a 50% increase in client satisfaction as measured by half yearly client satisfaction survey.
  • Manage and mentor a team of 16, including four Account Directors, with a focus on career development and employee retention—achieving stronger team engagement score year-over-year.
  • Accountable for all the media output, from strategy through to implementation, increased use of SBUs, and delivery of key KPIs; including multi-cultural citizens of NSW.
  • Contract management.
  • Drive innovation across SBUs, introducing collaborative frameworks and creative problem-solving approaches. i
  • Improved operational efficiency by streamlining campaign processes, reducing delivery times and optimising resource allocation across departments.
  • Lead financial oversight and forecasting, contributing to a 7% improvement in commercial performance and ensuring compliance with OMD’s financial standards.
  • Influenced cultural change within OMD as part of the Senior Leadership Team.

Group Investment Director

OMD Australia
01.2023 - 01.2024
  • Ran the McDonald's account, working with National and State client teams.
  • Accountable for delivery of audited KPIs across all media channels.
  • Led all sports negotiations across NRL, AFL, Cricket and various US growing sport.
  • Developed innovative partnerships across Google, Snap, Spotify, TikTok
  • Delivered stronger ROMs results (a global tracking for ROI) for all media platforms, with 6% increase on ROI
  • Contributed to media buying play books across OMD.
  • Responsible for delivering white papers forming OMD POV, after the media upfronts.

Group Investment & Client Director

Essence Mediacom
09.2021 - 01.2023
  • Clients included KFC, Bayer Pharmaceuticals, Richemont (Luxury brands), Hasbro and La Prarie.
  • Successfully led the onboarding of Bayer into EssenceMediacom, receiving strong recognition from the Bayer marketing team for delivering a swift, seamless, and accurate integration process.
  • Partnered with senior Bayer stakeholders to design and develop a comprehensive reporting dashboard.
  • Conducted monthly performance and strategy check-ins with the Director of Marketing which fostered a transparent and collaborative relationship.
  • Negotiated completely new deal terms with QMS for Cartier, by leveraging market knowledge and strong negotiation skills.

Media Contractor

MK Consulting
02.2019 - 10.2021
  • Collaborated with Sophie Madden and the team at the Media Federation of Australia, to support the updating of MFA training courses.
  • Managed multiple projects simultaneously while maintaining strict adherence to deadlines and budgets.
  • Consulted with a range of small business's to review their social media needs and propose optimal solutions.

Group Communications Director

HM Communication Group
10.2014 - 01.2016
  • Accountable for the pitch which saw HM retain the $10million Coty business in Australia.
  • Strengthened the relationship with the Coty marketing team.
  • Led cross functional work across media and creative teams within the agency.
  • Built out playbooks across all traditional media, and pioneered stronger media solutions, to deliver never done before media tactics.

Senior Management Consultant

R3 Global
10.2013 - 02.2014
  • Lead the pitch process for Fonterra Foods across Australia and NZ.
  • Conducted thorough media agency and market research and analysis; providing the client with valuable insights to assist in the decision-making process.

Executive Group Director

PHD Media
12.2010 - 07.2012
  • Led the successful transition and onboarding of the PepsiCo account, a $30mil business, across snacks and beverages.
  • Maintained long-term client relationships through consistent delivery of strategic, high-quality media solutions and service excellence.
  • Developed innovative, tailored media strategies to address complex distribution challenges.
  • Oversaw quality control and operational processes across strategy development, channel planning, integrated solutions, and media investment to ensure best-in-class execution.

Founder and CEO

Eighty ks
01.1999 - 10.2010
  • PepsiCo Snacks and Beverages was founding client, with Icon Films joining the agency in 2021.
  • Maintained high client engagement by proactively addressing needs and delivering value-added solutions.
  • Accountable for all media strategy, channel planning and investment.
  • Led and delivered innovative solutions across a range of media platforms. Including the first online reality series for Gatorade.
  • Managed P&L, forecasting and cash flow.
  • Led media solutions that delivered increased brand awareness and recognition.
  • Achieved collaborative working relationships across sport sponsorship, promotions and talent agencies, resulting in developing more significant opportunities for growth.


Skills

  • Building strong client and media relationships
  • Curious and creative ideas
  • Empathetic leadership style
  • Mentorship for team growth
  • Executive leadership team
  • Engaged agency collaborator
  • Digital & traditional media
  • Strategic Campaign Development
  • Collaboration with cross-functional agency teams
  • Experience in over 20 business categories
  • Identifying data-driven opportunities
  • Integrated planning and negotiation skills
  • Evidence-based decision making
  • Engagement with senior stakeholders

Accomplishments

  • Named Top 2 across OMG Australia for dedication to delivering commercial outcomes.
  • Achieved Distinction in the global OMG Leadership Accelerate programme.
  • Selected by McDonald's senior marketing leadership for delivering the most positive business impact in 2023. Received a financial bonus in recognition of outstanding contribution to brand performance, and passion for delivering overall results.
  • In 2023 doubled the value of media delivered for Ronald McDonald House.


Timeline

Business Director

OMD Australia
01.2024 - Current

Group Investment Director

OMD Australia
01.2023 - 01.2024

Group Investment & Client Director

Essence Mediacom
09.2021 - 01.2023

Media Contractor

MK Consulting
02.2019 - 10.2021

Group Communications Director

HM Communication Group
10.2014 - 01.2016

Senior Management Consultant

R3 Global
10.2013 - 02.2014

Executive Group Director

PHD Media
12.2010 - 07.2012

Founder and CEO

Eighty ks
01.1999 - 10.2010
Melanie Kay