Nicole Byers
Paddington,NSW
Summary
Over 25 years' experience driving the strategic direction and management of some the country's most iconic brands. Experienced in building high performance, cross functional and multidisciplinary creative and content teams to deliver budget and business objectives. Deep understanding of how to engage with and influence Australian women and an extensive network of influential brands and individuals. A strategic senior leader with strong interpersonal and communication skills and a dedication to partnering with coworkers to promote an engaged and empowering work culture.
Overview
22
22
years of professional experience
Work History
General Manager, Lifestyle Brands
Are Media
06.2023 - Current
- Set and drive strategic direction of Lifestyle brands, including The Australian Women's Weekly, Gourmet Traveller, Bounty and food brands, across all channels
- Develop and execute audience and revenue growth plan in line with strategic initiatives of the business
- Lead and motivate diverse team of 50+ creatives, fostering a positive work environment with commitment to high-quality outputs
- Develop strategies to diversify revenue and improve commercial outcomes, ie the launch of an eCommerce marketplace, new websites, TV specials, coffee table books and bookazines, IP partnerships, first person product review and video series.
- Foster strong relationships with internal and external stakeholders and partners to ensure enduring commercial and creative success
- Transform structure and workflows to align with key business initiatives
- In depth data analysis and reporting across channels to inform strategic direction
Group Publisher, Lifestyle & Food
Are Media
12.2021 - 06.2023
- Set editorial direction of iconic brands including The Australian Women's Weekly, Marie Claire, Country Style, BHG and Gourmet Traveller.
- Implement cost-saving measures while maintaining highest level of product quality.
- Collaborate with brand manager to drive commercial success
- Increase audience through targeted marketing strategies and engaging content
- Establish clear communication and accountability practices within the team and across the business to deliver complex projects to tight deadlines
- Effectively manage P&L to deliver profit targets
- Ideate and execute brand extensions - bookazines, books, custom titles, TV specials, lux subscription clubs etc - to drive incremental revenue.
- Face of brands and business at industry and client events and in the media
- Lead a diverse team of 43 creatives
Editor in Chief, The Australian Women's Weekly
Are Media
07.2017 - 12.2020
- Set editorial tone, direction and evolution of Australia's most iconic and highest-selling women's magazine
- Foster commercial relationships and ideate and present client opportunities
- Represent brand in the media, at industry events and as ambassador for campaigns Including Women of the Future and the Change Agenda initiatives.
- Create new brand extensions including Icons, Christmas with The Weekly TV Special and coffee table books
- Oversee successful launch of a new Women's Weekly digital destination
Editor, Various Titles
Bauer Media
01.2014 - 07.2017
- Editorial direction on popular titles including OK!, TV WEEK and Woman's Day
- Maintain circulation and manage costs to met or exceed revenue and profit targets
- Negotiate with and onboard celebrity and other talent
- Collaborate to drive commercial success
- Stay up-to-date on industry trends and popular topics
Journalist, Various Titles
ACP Magazines
08.2002 - 01.2013
- Write, edit and produce stories for titles including TV WEEK, SHE and NW
- Ideate and pitch stories to Editor
- Conduct interviews with experts and celebrities
- Create picture briefs and drive visual direction of stories
Skills
- Change Management
- Strategic Planning
- Leadership and Team Building
- Operations Management
- P&L Management
- Stakeholder Management
- Digital & Print Media
- Content Strategy
Timeline
General Manager, Lifestyle Brands
Are Media
06.2023 - Current
Group Publisher, Lifestyle & Food
Are Media
12.2021 - 06.2023
Editor in Chief, The Australian Women's Weekly
Are Media
07.2017 - 12.2020
Editor, Various Titles
Bauer Media
01.2014 - 07.2017
Journalist, Various Titles
ACP Magazines
08.2002 - 01.2013
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