Summary
Overview
Work History
Education
Skills
Websites
Timeline
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NATALIE FARRELL

NATALIE FARRELL

Bellevue Hill,NSW

Summary

Senior Marketing Manager with a proven track record in leading teams to execute multi-million-dollar campaigns that enhance brand awareness and drive customer acquisition. Expertise spans Retail, Banking, and Government sectors, demonstrating a strong ability to manage diverse marketing initiatives, such as disaster recovery, communicating legislative changes, or timely program updates.

Recognised for a strong work ethic and commitment to exceeding goals, while leading a team of professionals. Enjoys fast-paced environments, ensuring clear goals and team development.

Overview

28
28
years of professional experience

Work History

Manager, Business CRM and Campaigns

DEPARTMENT OF CUSTOMER SERVICE
04.2022 - Current
  • Lead a team of 5 delivering CRM and DCS agency strategic campaign initiatives aligned to various election commitments.
  • Designed and developed a content strategy for AOG CRM channel delivering an increase of 152% in clicks and the best open rate of 60% compared to 2023.
  • Introduced a quarterly report which optimised activity and enabled my team to share success with stakeholders.

Manager, Marketing Campaigns

DEPARTMENT OF CUSTOMER SERVICE
04.2022 - Current
  • Led the paid media development, budget $14.5M for the largest strategic campaign for 2022, Savings Finder.
  • Led 7 bespoke strategic multi-channel partnerships: Channel 7, Aust Radio Network, NOVA, Event Cinemas, SBS, SMH and Daily Tele to increase reach and frequency for the Savings Finder program.
  • Led team of 4 Advisors delivering DCS agency strategic campaigns including, SafeWork, Service NSW and Mobile Service Centers.

Principal Manager, Brand & Marketing

TRANSPORT FOR NSW
11.2019 - 03.2022
  • Led a team of 8, supporting Transport's team peer review process, forecasting and reporting on a $38M communication budget, led research team, annual report and monthly financing for agencies.
  • Owned Transport corporate website updating content and developed a strategy to condense site pages and increase engagement.

Senior Manager, Marketing

TRANSPORT FOR NSW
11.2019 - 03.2022
  • Led team of 2 managing the regional strategic marketing for NSWTL, delivering awareness, consideration to drive acquisition and revenue.
  • Project managed the strategic plan including 4 shoots for a $2B infrastructure program, the New Intercity Fleet.
  • Approach included customer research ensuring messaging resonated to audiences, supported by paid and on mode channels.

Senior Manager, Digital Service

WESTPAC
02.2019 - 10.2019
  • Developed on-boarding CX journey lab for card less cash ensuring ideas can be leveraged into opportunities to market.
  • Led growth program driving engagement to online banking platform for key target audience seniors.
  • Delivered programs via agile methodologies such us scrums, 2-week sprints, show cases and retrospectives.

Senior Marketing Manager, Strat Planner Growth

WESTPAC
06.2017 - 12.2018
  • Strategy planning role scoping retail activity for the year, also pitched for funding from schemes delivering ROI and CRO.
  • Owned the cards retail program increasing awareness via a marketing funnel and driving growth(sales). Channels, DRTV, Branch, OOH, Search, Display and Social.
  • Increased customer growth and sales via back book activity by X-selling in a multi-channel CRM approach. Launched OBTM channel to drive sales for cards CRM program.

Senior Marketing Manager, Partnerships

WESTPAC
06.2016 - 05.2017
  • Designed a communication strategy and launched the Westpac/Uber partnership. A first for Westpac, the campaign was nominated for two awards (ADMA and Finance Awards).
  • Delivered 75% Uber and 95% to Westpac target. Optimised program weekly, where channel volume delivered a reasonable CPA of $8.20.

Manager, SME Segment Development

ST GEORGE BANK
06.2007 - 12.2010
  • Developed a new equipment finance customer journey that enabled the call center to provide a quote within 24 hours versus 5-day.
  • Developed key strategic opportunities, business cases, go to market plans to drive segment and revenue objectives.

Manager, Home Loans & Deposits

ST GEORGE BANK
06.2007 - 07.2009
  • Managed the retail customer communication strategy for Home Loans and Deposits delivering on retention and X-sell metrics.
  • Developed ROI calculator for all of the marketing teams to use.
  • Nominated for best key stakeholder at the call center awards.

Manager, Qantas / AMEX Card

AMERICAN EXPRESS
03.2006 - 05.2007

Online Channel Manager

SINGTEL OPTUS PTY LTD
09.2002 - 02.2006

Direct Marketing & Sales Coordinator

FOXTEL MANAGEMENT PTY LTD
04.1997 - 09.2002

Education

Mini MBA -

Marketing Academy
01.2018

Agile training - Lean Canvas training

01.2018

Making my mark - Women in Leadership course

01.2017

Management Training -

Ascent
01.2010

Marketing Situational Management Training -

01.2009

Direct Marketing Digital Course -

Australian Direct Marketing Association
01.2004

Online E-marketing -

UTS University of Technology Sydney Ad School
01.2003

Certificate in Direct Marketing -

Australian Direct Marketing Association
01.2000

Certificate in Marketing -

Sydney Institute of TAFE
01.2000

Skills

  • Strategic communication planning
  • Paid media management
  • Digital marketing strategies
  • Acquisition marketing
  • Stakeholder engagement
  • Budget management up to $145M
  • Content development
  • Forecasting and reporting
  • Team leadership
  • Agency management
  • Market research
  • Creative strategy development
  • Salesforce proficiency
  • Google Analytics expertise
  • JIRA project management
  • Mondaycom planning
  • Messaging development

Timeline

Manager, Business CRM and Campaigns

DEPARTMENT OF CUSTOMER SERVICE
04.2022 - Current

Manager, Marketing Campaigns

DEPARTMENT OF CUSTOMER SERVICE
04.2022 - Current

Principal Manager, Brand & Marketing

TRANSPORT FOR NSW
11.2019 - 03.2022

Senior Manager, Marketing

TRANSPORT FOR NSW
11.2019 - 03.2022

Senior Manager, Digital Service

WESTPAC
02.2019 - 10.2019

Senior Marketing Manager, Strat Planner Growth

WESTPAC
06.2017 - 12.2018

Senior Marketing Manager, Partnerships

WESTPAC
06.2016 - 05.2017

Manager, SME Segment Development

ST GEORGE BANK
06.2007 - 12.2010

Manager, Home Loans & Deposits

ST GEORGE BANK
06.2007 - 07.2009

Manager, Qantas / AMEX Card

AMERICAN EXPRESS
03.2006 - 05.2007

Online Channel Manager

SINGTEL OPTUS PTY LTD
09.2002 - 02.2006

Direct Marketing & Sales Coordinator

FOXTEL MANAGEMENT PTY LTD
04.1997 - 09.2002

Mini MBA -

Marketing Academy

Agile training - Lean Canvas training

Making my mark - Women in Leadership course

Management Training -

Ascent

Marketing Situational Management Training -

Direct Marketing Digital Course -

Australian Direct Marketing Association

Online E-marketing -

UTS University of Technology Sydney Ad School

Certificate in Direct Marketing -

Australian Direct Marketing Association

Certificate in Marketing -

Sydney Institute of TAFE
NATALIE FARRELL