Nicola Sheffield
Summary
Results-driven marketing leader with proven accomplishments in developing and implementing luxury marketing strategies, that elevate brand desirability and drive growth. Highly collaborative team leader, passionate about people and leveraging great relationships to achieve great business outcomes.
Overview
23
23
years of professional experience
Work History
Veuve Clicquot Brand Manager - ANZ
Moet Hennessy Australia
07.2021 - Current
- Crafting luxury marketing strategies via the brand planning process, grounded in market insights and designed to elevate Clicquot to a luxury brand beyond the Champagne category.
- Enhancing brand awareness, desirability and reinforcing distinctiveness, through the development and execution of 'Brand Big Bet' activity, in collaboration with key agency partners. And sharing robust post-campaign measurement & evaluation.
- Leading complex multi-disciplinary brand campaigns that require a high degree of cross-functional collaboration and multiple strategic partnerships. More specifically, managing campaigns that encompass; PR, Media, Production, Operations, Content Development, CRM, E-Commerce, Talent & Partnerships, Legal, BTL and Communication across all levels of the business.
- Line Manager to Assistant Brand Manager. Successfully coaching her to deliver team objectives and overseeing the implementation of her development plan.
- Regularly gathering market insights and conducting analysis of brand performance. Identifying and reporting on risks & opportunities to relevant internal parties and Maison.
- Support Sales and Activation Managers with guidance on brand strategy and activation platforms, sourcing and developing brand tools & creative assets.
- Regularly present brand strategy, campaign updates and share 'best practice' with the Marketing Team, broader business and Maison.
- Other standard brand tasks, managed with support of Assistant Brand Manager: Budget Management, Pricing in conjunction with Finance & Sales, Management of Brand Building Offers (VAPs), POSM Management, management of 'always on' D2C & CRM programs.
Channel Marketing Manager - On Premise
Moet Hennessy Australia
02.2016 - 07.2021
- Responsible for setting and disseminating the On Trade Channel Strategy, in collaboration with the On Trade Sales Manager.
- Member of Marketing Leadership Team, working collaboratively with other Marketing leads to ensure integrated strategies, that ladder up towards common Marketing & broader business goals.
- Line Manager to On Premise Activation Managers, helping build their Customer Marketing skills & coaching them for the successful delivery of team targets
- Led Joint Business Planning process with Key Strategic Partners & MH Sales, including surveying the customer to establish their needs/motivations and then leading a collaborative workshop to flesh out activation ideas, or building a proposal balancing the requirements of both Brand and Customer.
- Managed On Trade Activation Managers to develop and implement brand activity, in-line with brand strategy and Maison guidelines, designed to deliver a 3-Way-Win for Brand, Customer & Consumers.
- Jointly led the facilitation of Cycle Roadshows, to present upcoming Brand activity to the Sales community and gather trade insights.
- Facilitated 'best practice' sharing throughout the organisation, in the spirit of continuous improvement.
Trade Marketing Manager - On Premise
Moet Hennessy Australia
01.2013 - 02.2016
- Led MH's Joint Business Planning process with Key Strategic Partners & MH Sales, including surveying the customer to establish their needs/motivations and then leading a collaborative workshop to flesh out activation ideas, or building a proposal balancing the requirements of both Brand and Customer.
- Line Manager to Customer Marketing Executive, helping build her Trade Marketing skills & coaching her for the successful delivery of team targets.
- Led development and implementation of brand activations, in-line with brand strategy and Maison guidelines, designed to deliver a 3-Way-Win for Brand, Customer & Consumers.
- Regularly presented at Cycle Roadshows, to share upcoming Brand activity with the Sales community and gather trade insights.
- Supported Sales with sourcing and creation of trade tools (POSM, creative assets) and provided activation guidance on tactical opportunities.
- Facilitated 'best practice' sharing throughout the organisation, in the spirit of continuous improvement.
Trade Activation Manager
Moet Hennessy Australia
02.2012 - 01.2013
- Led development and implementation of brand activations, in-line with brand strategy and Maison guidelines, designed to deliver a 3-Way-Win for Brand, Customer & Consumers.
- Collaborated with Key Strategic Partners & MH Sales, to develop and execute tailored activation programs and bespoke brand visibility, in 'Brand Homes' and 'Key Account' venues.
- Supported Sales with sourcing and creation of trade tools (POSM, creative assets) and provided activation guidance on tactical opportunities.
- Facilitated 'best practice' sharing throughout the organisation, in the spirit of continuous improvement.
Category Development Executive - Off Premise
Diageo
06.2010 - 01.2012
In-Store Visibility Manager - Customer Marketing
Diageo
04.2008 - 06.2010
Demand Planner - National Accounts & NPD
Diageo
07.2006 - 04.2008
Operational Planner - Lactose
Fonterra
03.2005 - 04.2006
Various UK/NZ Temp Roles Whilst Travelling
Various
09.2002 - 12.2004
Production Planner - Cheese
Fonterra
06.2001 - 06.2002
Inventory Analyst - Cheese
Fonterra
01.2001 - 06.2001
Education
Bachelor of Business & Information - Marketing/Comms
Massey University
Wellington, NZ12.2000
Skills
- Luxury Marketing
- Brand Strategy
- Campaign Management
- Team Leadership
- Marketing Communications
Accomplishments
- Awarded the Brand Desirability Award (Marketing Excellence) - 2023
- Launched the World's Only Hotel Clicquot over 3 consecutive years. delivered a 1:1 ROI in 2022 and a 1.3 ROI in 2023, including growing key brand health metrics (desirability, preference & affinity), over the 3 years of the activation
- Jointly led the launch of the World's First Veuve Clicquot Direct-to-Consumer site, delivering significant year-on-year growth and exceeding all KPIs.
- Awarded the Maison Performance Award - 2016
- Pioneered Joint Business Planning process with Key Accounts at MHA
Timeline
Veuve Clicquot Brand Manager - ANZ
Moet Hennessy Australia
07.2021 - Current
Channel Marketing Manager - On Premise
Moet Hennessy Australia
02.2016 - 07.2021
Trade Marketing Manager - On Premise
Moet Hennessy Australia
01.2013 - 02.2016
Trade Activation Manager
Moet Hennessy Australia
02.2012 - 01.2013
Category Development Executive - Off Premise
Diageo
06.2010 - 01.2012
In-Store Visibility Manager - Customer Marketing
Diageo
04.2008 - 06.2010
Demand Planner - National Accounts & NPD
Diageo
07.2006 - 04.2008
Operational Planner - Lactose
Fonterra
03.2005 - 04.2006
Various UK/NZ Temp Roles Whilst Travelling
Various
09.2002 - 12.2004
Production Planner - Cheese
Fonterra
06.2001 - 06.2002
Inventory Analyst - Cheese
Fonterra
01.2001 - 06.2001
Bachelor of Business & Information - Marketing/Comms
Massey University
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