Rachel Pullicino

• Company Overview: Being part of the history of one of the largest most iconic spirit brands in the world has been an absolute privilege. The Jack Daniel’s brand in Australia is valued at $280Mn, and with the highest per capita consumption in the world, Australia is a key strategic global market.
• As a result of evolving consumer tastes and preferences and an explosion of competition, the North American Whiskey category has been losing relevance especially amongst the next generation of drinkers and my remit has been to develop a strategic brand plan and innovation pipeline to not only arrest the decline but to reignite the brands iconic status and future proof market share and revenue. My leadership responsibilities include 4 directs report and working in a highly collaborative cross functional team.

Highlights include:

• Leading the annual brand and operational planning process for Jack Daniel’s Australia inclusive of a $22Mn A&P investment across ATL, BTL, Ecommerce, Events & Advocacy.
• Supported the brand and cross functional team with the curation and implementation of locally relevant cultural experiences, and content across music and sport to build brand affinity and recruit new drinkers. Partnering with music artists, content creators and the Mclaren F1 racing team to drive engagement, consideration and trial. Achieved breakthrough levels of PR reach and increased brand consideration +5pts amongst 18-29yr olds.
• Launched an AR digital game “Music Drop” to recruit and engage the next generation of consumers which drove high levels of PR and increased retail sales in partner venues by 20%.
• In collaboration with the insights and global brand team, developed an innovation pipeline for the largest Ready to Drink portfolio in the world – focused on pack formats, expansion into new Cola growth segments ie Zero Sugar and High ABV and flavour beyond cola.
• Leading the Jack and Coke partnership and rollout for the Australian market

• Company Overview: Working with private equity owned FMCG Blue Chip Arnott’s Biscuits in the Savoury business unit, responsible for the $180Mn Cracker & Crispbread portfolio in Australia.
• My role was to develop end to end long term marketing strategy, an innovation pipeline and brand plans for iconic Aussie brands including Jatz, Vita-Weat, Cruskits, Salada and Sao to stem declines and reignite accelerated profitable growth. My leadership responsibilities include two directs report and working in a highly collaborate cross functional team.

Highlights include:

• Renovating the Iconic Jatz Cracker Brand, the single biggest product in the Arnott’s portfolio by leveraging all elements of the marketing mix to stem PEN and share loss and return the brand to growth in the face of aggressive competitive activity from Mondelez.
• Developing and implementing a strategic plan across the $90Mn Crispbread Portfolio to deliver on the overarching strategy of “Replacing bread with Crispbreads” via contemporary health claims, product and packaging innovation and owning the “lunch occasion”.
• Leading the Cracker and Crispbread portfolio development work in collaboration with the cross functional team to identify and develop a long term new product innovation roadmap to accelerate growth across the portfolio including the launch of Gluten Free Jatz and Shapes.
• Led a cross functional team to turn around a declining portfolio across Crackers & Crispbreads -8%, to return to growth + 4% vs PY.

• Company Overview: One of Australia’s most loved specialty coffee roasters, a privately owned and established start up, scaling up for significant growth. The home of Campos and Sacred Grounds Specialty Coffee Brands.
• Reporting to the CEO, responsible for setting up the Global Marketing team (Australia & USA), of 6 direct reports and directly responsible for marketing across B2C, B2B , Retail (Customer Experience) and the Ecommerce business. During this transformational time for the business I was able to make a significant impact to the marketing function setting the business up for future success.

Highlights include:

• Recruited and embedded a global marketing team during a time of transformational change for the organisation.
• Conducted a comprehensive market research study to inform the brand and corporate strategy. Identifying insight led opportunities to unlock incremental growth.
• Led the development of the Campos brand architecture, positioning and packaging redesign in collaboration with the coffee and customer team.
• Developed a market leading specialty coffee program, experiences and communications to drive brand equity, quality perceptions and premium experiences amongst consumers, customers, Retail Flagships store and Ecommerce.
• Secured ranging of Campos into national Woolworth’s store supported by an OOH and digital communications campaign partnering with Cartology.
• Led the development of the Sacred Grounds Organic Specialty Coffee brand as an entry price point into the specialty coffee segment in grocery and secured ranging into Woolworths.
• Led the digital marketing team to identify and onboard UX and Search agency partners to improve the user experience and optimise the online conversion funnel significantly increasing conversion. Conversion results achieved; Mobile +30%, Desktop +9%, Tablet +5%.
• Worked with the Digital Marketing Manager to develop and implement a new SEO strategy and significantly improve SEM efficiencies. Delivered growth across Organic, Paid and Direct sessions, transactions and revenue.
• Supported the Digital Marketing Manager to develop an owned, earnt and paid digital strategy across search, EDM and social media driving +40% growth vs PY of the Ecommerce business.
• Improved the online subscription model, doubling the subscription base through targeted communications and promotions.
• Led a communications agency tender process involving key stakeholders to identify a suitable partner to support the development of consumer facing brand messaging and content.
• Partnered with and shared our social good initiatives to support origin and local communities.

• Company Overview: Australia’s most loved love airline, working in a fast paced, agile environment, within the Frequent Flyer Loyalty Business as part of the Ventures Marketing team.
• Reporting to the Head of Ventures, I was responsible for Qantas Health, Life and Travel Insurance as well as overseeing the Wellbeing program, managing a team of 4 direct reports.

Highlights include:

• Led the marketing team to develop and implement a new customer acquisition strategy across the Qantas insurance portfolio leveraging the QFF loyalty database to target specific audience groups and maximise conversion
• Responsible for leading a team to execute monthly campaign development and implementation across ATL media, search and owned media including EDM’s, Social and Qantas group platforms.
• Trialled multiple new campaign initiatives and communication channels via AB testing, to drive acquisition across different segments. Developed lead nurturing streams, and a loyalty and retention program.
• Led the cross functional team through the development and implementation of the 2019 Health Insurance government reform and which encompassed significant product and Conversion funnel / CX changes.
• Developed the 2019 Health Insurance Switching Season ATL and BTL campaign including competitive claims development and education to drive increased share of switching.
• Led the transition of travel insurance underwriters and developed a growth plan for travel insurance as part of the Ventures Insurance portfolio in collaboration with the airline team.

• Company Overview: Previously Energizer’s health and beauty product portfolio, established as a standalone health and wellness company in 2015, Edgewell Personal Care has a stable of over 25 brands including Banana Boat and Hawaiian Tropic Suncare, Schick Razors, Wet Ones and Bulldog Skincare.
• Reporting to the VP Oceania, responsible for setting up and leading the Oceania Marketing team of 8 direct reports across Australia and NZ.

Highlights include:

• Worked with the cross functional executive leadership team to define and embed a new culture for the newly formed Edgewell, Personal Care Oceania business.
• Defined and set the long term vision and strategic priorities for the Oceania Personal Care brand portfolio
• Led the marketing team and cross functional stakeholders through commercially focused annual strategic planning and brand plans and supported team to achieve cross functional buy in and excellence in go to market execution.
• Developed a strong foundation insight and data-based marketing capability across the team.
• Successfully tendered key agency contracts, negotiated new creative, media and PR agency agreements and led the development of communication planning processes to improve team efficiencies and align strategies across Australia and NZ
• Successfully developed an Oceania new product roadmap leveraging global innovation and leading the team to develop local innovation and pack formats to optimise growth based on category insights and trends.
• Delivered significant year on year gains in brand health, share and profitable growth across the Edgewell portfolio of brands through effective campaigns, new product launches and optimised promotional strategies.
• Led the digital transformation of the local marketing team and facilitated the development of digital strategies and content to support our portfolio of brands across owned platforms and via key retailer ecommerce platforms.
• Led a best-in-class strategic response to the local Banana Boat PR Crisis, including a Corporate Crisis Plan, evolved brand communications and rapid transformation of the customer service team to address the immediate issue. Working closely with industry bodies including the TGA and Accord to navigate through the crisis and protect the business reputation. Achieved global recognition as “success model” which was rolled out across other markets.
• Led the development of accelerated suncare growth plan, dual brand strategy and launch of Hawaiian Tropic with a bespoke product range and incremental investment for ANZ.
• Part of the global acquisition team for Bulldog Skincare, managed local business integration – delivering +180% growth vs prior year in first year with limited investment through incremental ranging, Digital Communications including, Social & Influencer Strategy, PR and Retailer platforms including E Commerce and Instore.