NATALIE HAWKER
Sydney,NSW
Summary
I am a senior marketer and team leader with over 12 years of extensive experience in marketing. I have advanced from hands-on marketing roles to successfully lead high-performing teams, specializing in developing comprehensive through-the-line strategies and executing initiatives that effectively engage audiences and drive increased spending. My background as a former Studio Manager in a creative agency equipped me with a deep understanding of both client and agency dynamics, facilitating the delivery of innovative campaigns. I excel in stakeholder management and engagement, and I am recognized for my leadership in multi-disciplinary project teams, consistently delivering results through effective relationship management
Overview
21
21
years of professional experience
Work History
Group Manager CRM Operations
THE STAR ENTERTAINMENT GROUP
02.2023 - Current
- Ownership of CRM aspects of the customer marketing plan for The Star Entertainment Group’s three properties.
- Leverage data and insights to design targeted offers that increase spend and visitation from loyalty member base
- Lead a team of 9 to design, build and execute all direct to customer campaigns via owned channel – direct mail, eDM, SMS and PUSH notifications.
- Work directly with Star’s IT function to maintain and seek continual enhancement to Star’s Marketing Platform (Salesforce Marketing Cloud) and supporting Martech.
- Ensure complete compliance with regulatory and legal requirements for direct marketing, including SPAM act.
Senior Marketing Manager - Project Development
THE STAR ENTERTAINMENT GROUP
02.2021 - 02.2022
- Marketing lead for the $3.6B Queen's Wharf Brisbane development, responsible for early marketing stream planning as part of The Star Brisbane pre-opening team.
- Aligned marketing deliverables to the construction program to support delivery, inform resource and budget requirements and worked with business units to execute.
- Supported long-lead strategic decisions and bodies of work key to the project such as branding, communications planning, loyalty program integration, sales strategy development.
- Liaised with the broader project team to ensure brand and customer touchpoints were appropriately integrated into the property design.
- Actively consulted and updated key internal and external stakeholders with plan progress and updates.
Mass Gaming Marketing Manager QLD
THE STAR ENTERTAINMENT GROUP
11.2018 - 01.2021
- Responsible for marketing strategy with aim to drive visitation and revenue from local mass gaming audiences across The Star Gold Coast and Treasury Brisbane
- Development of through-the-line marketing plans
- Devised exciting and engaging promotions for the member base (all-Tier) promotions to encourage desired behaviours.
- Full ownership and control of annual marketing budget of $4.5M for SEQ Mass Gaming
- Led a team of 3 direct reports, mentoring and developing skillset, ensuring their strategic understanding of the activities they deliver, and monitored the on-time achievement of multiple, concurrent deadlines.
Marketing Manager – Gaming – The Star Gold Coast
THE STAR ENTERTAINMENT GROUP
09.2017 - 11.2018
- Contributed to strategy and budget management across both mass and VIP segments.
- Developed promotion concepts to engage loyalty members, and drive visitation and spend at the property.
- Collaborated with media agencies and internal PR to get paid and earned exposure for gaming marketing initiatives.
- Engaged customer facing teams to get their buy-in on marketing strategies, ensuring delivery to customer was optimised.
Marketing Executive – Gaming – The Star Gold Coast
THE STAR ENTERTAINMENT GROUP
01.2014 - 09.2017
- Marketing execution, driving and delivering all elements required for gaming marketing initiatives.
- Agency briefing - creative briefing and rollout, coordination of assets to support media plans - radio ad production, press material, digital display assets.
- Message development to support direct customer communications - direct mail, eDM, SMS.
- Developed promotional terms and conditions, liaising with legal department to ensure regulatory and legislative compliance.
- Updated promotional content on website via the CMS.
Marketing Coordinator
SURFERS PARADISE ALLIANCE
09.2011 - 12.2013
- Developed destination and event-based marketing strategies and schedules for various activities like beach concerts, weekly beachfront markets, and major annual events such as Christmas Carols and New Year's Eve Fireworks.
- Briefed external agencies, booked media across digital and traditional platforms.
- Developed print concepts, sourced and procured print suppliers and services, distribution.
- Design and content creation for press advertising, event programs, marketing collateral.
- Coordinated market research initiatives to determine precinct visitation drivers and event effectiveness via intercept surveys at events.
- Hired casual staff to conduct surveys and assisted with question set development.
Studio Manager
COPIRITE DESIGN PRINT WEB
08.2007 - 09.2011
- Specialised in hospitality with two main clients as ALH Group and Spirit Hotels (now Australian Venue Co), and others across retail, beauty, real estate.
- Studio Management - took undefined role and created policies and procedures and systems to cope with rapidly expanding business.
- Design, multi-media, production, and administration with extensive in-house print facilities
- Client Management and project management through strong customer focus.
- Liaised between client and design to ensure deadlines were met, compiled quotes and proposals, design briefs, proof reading and quality control.
- Staff Management - team of 10-15 design, admin and production staff and all HR aspects - including recruitment, performance management, developed and monitored staff KPIs.
Studio Manager
Photo Corporation Australia
06.2006 - 08.2007
Photographer & Digital Retouching
Starshots
04.2005 - 06.2006
Office Assistant
Liquor & Hospitality Union
11.2003 - 04.2005
Education
Bachelor of Arts - Photo Media
University of Western Sydney
Sydney, NSW05-2004
Skills
- Team Leadership
- Marketing Budget Management
- Marketing Strategy
- Cross-channel Marketing
- Creative & Media Agency Briefing
- Database Marketing
- Project Management
- Regulatory Requirements
- Branding & Identity
- Stakeholder Engagement & Management
Timeline
Group Manager CRM Operations
THE STAR ENTERTAINMENT GROUP
02.2023 - Current
Senior Marketing Manager - Project Development
THE STAR ENTERTAINMENT GROUP
02.2021 - 02.2022
Mass Gaming Marketing Manager QLD
THE STAR ENTERTAINMENT GROUP
11.2018 - 01.2021
Marketing Manager – Gaming – The Star Gold Coast
THE STAR ENTERTAINMENT GROUP
09.2017 - 11.2018
Marketing Executive – Gaming – The Star Gold Coast
THE STAR ENTERTAINMENT GROUP
01.2014 - 09.2017
Marketing Coordinator
SURFERS PARADISE ALLIANCE
09.2011 - 12.2013
Studio Manager
COPIRITE DESIGN PRINT WEB
08.2007 - 09.2011
Studio Manager
Photo Corporation Australia
06.2006 - 08.2007
Photographer & Digital Retouching
Starshots
04.2005 - 06.2006
Office Assistant
Liquor & Hospitality Union
11.2003 - 04.2005
Bachelor of Arts - Photo Media
University of Western Sydney
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