Patrick Wallace
Melbourne,VIC
Summary
Dynamic marketer specializing in brand strategy and creative development, built off strong commercial direction. Proven track record of delivering industry-award-winning campaigns and generating significant ROI.
Overview
8
8
years of professional experience
Work History
Brand Manager Great Northern Brewing Co
Asahi Beverages
Melbourne, VIC
05.2024 - Current
- Directed brand strategy for largest Australian beer, achieving 20% market share with over $1 billion in sales.
- Effie Award-winning campaign "Winter Migration."
- Development of Great Northern Easter Promotion, increasing volume by 7% year-over-year, generating additional $5.4 million.
Assistant Brand Manager - GNBC & Pure Blonde Bl
Asahi Beverages
Melbourne, VIC
12.2022 - 05.2024
- Assist in long-term brand strategy development and execution.
- Led the development of the YouTube series "Long Way for a Beer," resulting in over 3 million streams in 4 weeks, at an average length of 11 minutes.
- Management of a multi-million dollar budget.
Digital Media Planner - Entire Portfolio
Asahi Beverages
Melbourne, VIC
02.2022 - 12.2022
- Managed media investments exceeding $25 million to maximize ROI.
- Cultivated relationships with major Australian media partners including AFL and Fox Sports.
- Developed innovative, first-in-market solutions for Asahi brands, such as 3D audio.
Digital Media Planner - Sportsbet
Principle Media Group
Melbourne, VIC
08.2021 - 02.2022
- Directed media strategy for Sportsbet Digital, launching innovative 'Bet With Mates' feature.
- Developed unique media solutions with major partners, including custom AFL fantasy show 'The Traders.'
- Negotiated strategic media partnerships with key suppliers to optimize ROI and enhance brand impact.
Account Executive - Holden GM
AJF Partnership
Melbourne, VIC
01.2018 - 02.2019
- Facilitated communication between account team and creative department for optimal outcomes.
- Coordinated delivery of creative assets to meet client expectations.
- Developed strong relationships with clients to enhance collaboration.
Education
Bachelor of Business- Major in Marketing -
RMIT University
Melbourne, Victoria, VIC12-2019
Secondary Education -
Xavier College
Melbourne, VIC12-2015
Skills
- Brand strategy and creative direction
- Effective communication
- Commercial acumen
- Team collaboration
- Consumer-focused marketing
Timeline
Brand Manager Great Northern Brewing Co
Asahi Beverages
05.2024 - Current
Assistant Brand Manager - GNBC & Pure Blonde Bl
Asahi Beverages
12.2022 - 05.2024
Digital Media Planner - Entire Portfolio
Asahi Beverages
02.2022 - 12.2022
Digital Media Planner - Sportsbet
Principle Media Group
08.2021 - 02.2022
Account Executive - Holden GM
AJF Partnership
01.2018 - 02.2019
Bachelor of Business- Major in Marketing -
RMIT University
Secondary Education -
Xavier College