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
Websites
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