Michaela McClellan
Narraweena,Australia
Summary
Successful marketing leader with proven accomplishments in driving growth and increasing profits. Articulate and driven with high energy and engaging personality. Hardworking team builder motivational in maximizing personnel performance and surpassing business objectives. Current Senior Brand Manager of one of the largest RTD brands in Australia, Canadian Club. Strong operations professional with a Bachelor's degree in Marketing and Communications from University of South Australia. With over 14 years' experience in the alcohol/consumer marketing industry and a passion for growing brands and Brand Experience. Current role is responsible for the development and execution of key marketing initiatives, including managing of budgets and plans designed to achieve designated growth, revenue and profit targets. Working alongside Marketing Manager to create a strategic marketing direction for the brand to lead the market with a competitive edge. Developing, analyzing and combining multiple sources of consumer, market and brand data to create powerful, actionable insights that drive growth for the brand. I have experience in building brands within the On premise & leading Major Sponsorship platforms.
Thank you,
Michaela McCellan
Overview
9
9
years of professional experience
1
1
Certification
Work History
Senior Brand Manager
Canadian Club RTD
07.2021 - Current
- Responsible for long term growth plan
- Synthesizing data to inform plans to continue to deliver growth
- Execute plans that deliver brand awareness and increase quality metrics
- Lead Media Planning & reporting, BI Management, Leading NPD through Gate process & Commercializing, Lead Creative Development across key campaigns & briefing with agencies, Implement social media Strategies; Influencer Programs & Brand Advocacy
- Developed and executed branding campaigns to educate target audiences on product features, benefits and values.
Brand Manager
Canadian Club RTD
09.2017 - 07.2021
- Brand Plan diagnostic work and support, Lead Canadian Club Sponsorship/ experiential programs, Demonstrated ability in managing key Sponsorship platforms; Australian Open, Horse Racing, Positive stakeholder management across TA Account Manager and key agency partners, Successfully leveraging of platform from ATL to BTL touchpoints; ensuring media plans have an integrated element, On premise precinct plans built with a focus on Tennis, in store promotions, Successful leveraging of platform into digital channels through competitions, Lead Canadian Club major integrated campaigns; Briefing - leading agencies and managing creative development and leverage tools, Management of any associated media plan to amplify and support, Demonstrated ability in building TTL marketing plans that deliverer YOY growth; Summer- delivering double digit growth YOY with strong executional plans, Winter- successful creation of The Canadian Club Bad Sweater concepts that has continued to drive equity and consumer demand, NPD/ Innovation Projects, Lead development of gate process, Briefing agencies for packaging and brand positioning, Lead research briefs and process in collaboration with Insights team, Media briefing, Social Media Strategy, Budget Management & Tracking (key campaigns)
Assistant Brand Manager
Canadian Club
04.2015 - 09.2017
- Assist in the development, execution, and presenting of Canadian Club Brand Plan and strategy, Development of brands key assets and toolkit, Development and execution of TTL campaigns, Create and develop customer specific marketing activity, NPD management; launch plans and tracking, Monthly brand updates; brand health tracker, consumer research, in market results, Competitor analysis, Manage Key Sponsorship's and brand activations; Australian Open, Horse Racing, Ski Fields, venue specific/events, Efficient management of brand A&P budgets, Proactive and self-starting attitude
Education
Bachelor of Marketing and Communication -
University of South Australia
Adelaide, SA11.2011
Bachelor of Communication (Digital Media) -
Sacramento State University
Sacramento, CA06.2008
Skills
- Market Research Analysis
- Marketing Plan Development
- Brand-building strategies
- Team Leadership
- Partnership Building
- Contract Negotiation
- Performance Evaluations
- BI Management
Certification
- MFA Certified (Certificate 1 &2)
- Beam Suntory 2019 Presidential Award
- Mark Ritson Mini MBA Brand Management
- Mark Ritson Mini MBA Marketing
- Certificate in Negotiation Fundamental Skills
Achievements Awards
- 2020- Effie- Global Award
- 2019- Effie Award- Long Term Growth
- 2018 Effie Award- ROI & Long-Term Growth
- 2018 VIV Award- Creating Famous Brands with Canadian Club
- MFA Award- Canadian Club “Making Bad Sweater a Thing”
- Drinks Awards- Canadian Club “Best Social Media Presence”
References
- Tiffany Madsen, Marketing Manager, 0419 544 309
- Eloise Miller, Fuel, Agency, 0411 651 344
Timeline
Senior Brand Manager
Canadian Club RTD
07.2021 - Current
Brand Manager
Canadian Club RTD
09.2017 - 07.2021
Assistant Brand Manager
Canadian Club
04.2015 - 09.2017
Bachelor of Marketing and Communication -
University of South Australia
Bachelor of Communication (Digital Media) -
Sacramento State University
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