Michelle Gothelf
Caulfield South,VIC
Summary
Passionate media professional - working in the industry agency side for the past 3 years. Currently working as a Partnerships Manager at Initiative across key clients; Priceline Pharmacies and Cricket Australia. I am a high performance individual who enjoys working in a fast paced environment that constantly challenges me in new ways and pushes me to do my best. I take pride in my work and enjoy being able to deliver positive outcomes and drive value for my clients. Collaboration with teammates as well as the wider business is something I value, and feel you can always learn from and improve by those around you. Currently seeking a shift back to client side where I can foster brand growth and see real results of marketing strategies. Bringing with me not only my in depth media know how, but also my passion for the job and hardworking attitude. I view myself as a cup half-full person who is always eager to bring this mindset to my workplace.
Overview
5
5
years of professional experience
1
1
Certification
Work History
Partnerships Manager
Initiative
10.2023 - Current
- I am the key client contact and lead the media planning and buying for two major accounts: Priceline Pharmacies and Cricket Australia.
- Intricate understanding of how media intersects with and works to support business objectives - working with clients on the media strategy for new campaign briefs, demonstrating how we can utilise paid media channels and leverage owned and earned media to support campaign and business objectives across the marketing funnel.
- Ensure I have strong relationships with media partners, to stay on top of market knowledge and to empower negotiation opportunities on behalf of my clients, extracting value that is relevant to client goals.
- Develop presentations, execution plans and tracking metrics for each campaign.
- Streamline media buying processes for improved efficiency and cost effectiveness.
- Manage client budgets with a refined attention to detail. Working with finance teams both client side and internally to manage.
- Collaborating and managing deliverables in a timely manner across multiple business functions and stakeholders is a key aspect of my day-to-day role.
- Exercise leadership capabilities on a daily basis, co-managing a team of four by successfully organising workflow, priorities and deliverables across the team.
- As a manger I have a key interest in the development of my team members - providing them with opportunities to upskill and grow, delivering constructive feedback when required.
Media Planner
PMG (Principle Media Group)
11.2020 - 10.2023
- Managed multiple accounts including Swisse, Don Smallgoods, Yumi's and Grill'd
- Maintaining relationships with media providers and publishers to stay on top of market knowledge.
- Confident in developing full funnel media plans and strategies across traditional and digital channels, applying key planning principals.
- Building out and delivering Final Buys, PCRs, Competitive reports and QBRs developing storytelling skills in the process.
- Managing client financials (budgets, invoicing).
- Working with planning tools Commspoint and AQX.
- Daily use of Microsoft systems (Excel, PowerPoint and Word).
- Growing understanding of the retail media space as part of the media eco-system, including impact on planning for FMCG clients.
- Experience working on campaigns that are in collaboration with Chemist Warehouse and require Chemist Warehouse value delivery to be considered.
- Managing the development and rollout of key client newsletter on behalf of the PMG business. With a focus on displaying market knowledge as-well-as giving the wider business opportunity to develop their communication skills, encouraging staff at all levels to contribute.
Media Coordinator (Nov 20 - Nov 21) - Media Executive (Nov 21 - Jun 22) - Media Buyer (Jun 22 - Jan 23)
Principal Media Group (PMG)
11.2020 - 01.2023
- Was the Media Buyer across multiple accounts including Sportsbet, Bob Jane T-Marts, Don Smallgoods, Yumi's, Lifespace & Pentavite
- Grew skilled at buying, negotiating and managing delivery of campaigns across traditional channels of TV, OOH, Radio and Print
- Facilitated management of large sporting tenancies including NRL and AFL for Sportsbet - tracking and developing unique solutions to deliver makegoods in a way that was valuable to the client
- Assembled and presented Media Recommendations, Final Buys, PCRs and QBRs across client patch
- Built strong rapport between media providers and publishers.
- Trained coordinators on multiple functions of their role - including how to create spec sheets & material instructions, post match, and utilise buying & reporting tools (Spectra, eTam, eRam).
- Was acting line manager to a coordinator - facilitating his learning and development, as well as managing his workflow.
CRM Communications Coordinator
GM Holden
01.2019 - 10.2020
- Used GA360 to analyse, provide insights and report on website activity, as well as other initiatives to drive traffic to the Holden website
- Reported directly to and supported product owner in an Agile team environment
- Utilised numerous programs/systems including Campaign Monitor, SAP, Siebel systems and Big Datr
- Managed multiple team budgets at a cumulative amount of 8 million dollars
- Was the key contact for CRM at Holden, coordinating a complex business structure across a multinational business with numerous agencies
- Ran point for CRM on numerous projects including bringing Corvette to Australia and developing a new lead generation program
- Ran reports on different projects, including CRM, digital marketing and lead generation for members of the senior leadership team and the M.D.
Education
Bachelor of Business (Marketing) (Applied) -
RMIT University
Melbourne, VIC12.2020
Certificate III - Early Childhood Education & Care -
Nautilus
Melbourne, VIC11.2018
Skills
- Strong communicator
- Highly organised and detail orientated
- Client and project management in conjunction with consideration of internal stakeholders and workflow
- Conflict resolution
- Data analysis and storytelling
- Media Systems and Tools (Spectra/cirix, eTam, eRam, Commspoint, AQX)
- Microsoft programs (Excel, PowerPoint, Word)
Certification
- MFA Digital Foundations Certificate I
- MFA Digital Foundations Certificate II
- MFA Television Foundations Certificate
- MFA How To Buy TV Certificate
References
Available upon request.
Timeline
Partnerships Manager
Initiative
10.2023 - Current
Media Planner
PMG (Principle Media Group)
11.2020 - 10.2023
Media Coordinator (Nov 20 - Nov 21) - Media Executive (Nov 21 - Jun 22) - Media Buyer (Jun 22 - Jan 23)
Principal Media Group (PMG)
11.2020 - 01.2023
CRM Communications Coordinator
GM Holden
01.2019 - 10.2020
Bachelor of Business (Marketing) (Applied) -
RMIT University
Certificate III - Early Childhood Education & Care -
Nautilus
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