Rebecca Heard
Melbourne
Summary
Strategic leader with expertise in brand, creative, multi-channel campaigns, CX, and CRM strategy. Proven track record across diverse industries, including FMCG, retail, banking, automotive, and telecoms. Specializes in uncovering human insights to drive innovative, consumer-focused solutions. Excels at leveraging qualitative and quantitative research to inform actionable brand, product, and retail strategies. Passionate about mentoring teams and building strong client relationships. Thrives in dynamic, collaborative environments where impactful projects shape business success.
Overview
15
15
years of professional experience
Work History
Strategy Director
Dig Agency
05.2024 - Current
- Lead brand, creative, and communications strategy across client accounts, driving growth through acquisition, increased penetration, and retention
- Acted as the strategic lead for major clients, including RACV, Bendigo Bank, and Mitre 10, overseeing multi-channel campaigns, annual planning, and execution
- Implemented measurement and effectiveness frameworks to ensure results-driven outcomes, optimising campaign performance for clients
- Led new business pitches, securing wins with Porsche and A2 Milk, and drove cross-selling initiatives to expand service offerings with existing clients
- Mentored and developed junior strategy team members in communications, CX, and social strategy, fostering a high-performing team
- Developed proprietary agency frameworks, processes, and tools to streamline strategic approaches and measure the impact of creative and strategic outputs
- Led the development of a new value platform for RACV, overseeing research, proposition testing, creative strategy, and full campaign execution
Strategy Director
M&C Saatchi
09.2021 - 12.2023
- Led strategic direction for brand strategy, creative development, and integrated communications, driving growth for major clients
- Acted as the strategic lead for key clients, including Origin, BWS, and World Vision, overseeing multi-channel campaign development and execution
- Drove new business growth, securing key wins with Dare Iced Coffee, Hireup, and The Department of Education
- Led the strategic direction for campaigns that earned 2x Effie finalist nominations, including World Vision Australia's 'Wheel of Fortune' (61% YoY uplift in child sponsorship) and Origin Energy's 'Where All Good Change Start' brand platform ($577m brand value growth over 3 years)
- Collaborated with research partners to generate insights for campaigns, leveraging both qualitative and quantitative research to inform brand strategies and creative approaches
- Developed and implemented creative effectiveness frameworks to optimize campaigns and measure success, ensuring alignment with client objectives
- Part of the global mentoring group, guiding and supporting junior team members' professional development across international teams
- Clients: BWS, Origin Energy, Dare Iced Coffee, World Vision Australia, Worksafe, The Department of Education
Senior Experience Strategist
CHE Proximity
09.2020 - 09.2021
- Focused on optimising customer experiences to drive business outcomes and satisfaction
- Conducted discovery across business, customer, and cultural landscapes to identify opportunities for enhancing user experience, running qualitative and quantitative research (surveys, interviews)
- Created personas and customer journey maps to uncover gaps and guide innovation, and led ideation and co-design workshops with senior stakeholders
- Led the redesign of ING's re-mortgage experience, improving customer journey and user experience
- Contributed to the redesign of Telstra's Best of Business Awards online experience, enhancing usability and engagement
- Led the CX strategy for the launch of Samsung Galaxy 5 and Buds+ in Australia, optimising the customer experience across channels
- Clients: Telstra, FlyBuys, Samsung, ING
Senior Strategist
AJF
06.2019 - 08.2020
- Developed integrated brand, communications, and customer experience strategies to achieve client objectives
- Led creative and CRM strategies for clients including Officeworks, Bupa, and Sport Australia, overseeing multi-channel campaigns that ensured cohesive brand ecosystems and seamless customer experiences across digital, social, and traditional media
- Conducted research projects, including surveys and focus groups, to generate actionable insights that informed communication strategies, campaign concepts, and customer journeys
- Led the Australian@Home research project, providing key insights into COVID-19's impact, which was featured 6 times in the AFR and CMO
- Developed effectiveness frameworks to measure campaign performance, aligning agency output with client KPIs and optimizing results
- This helped secure new business wins with Cobs Popcorn and BuddyBet
Senior Planner
Ogilvy
02.2016 - 06.2019
- Blended traditional and digital strategy to drive impactful brand experiences and campaigns
- Led strategy for major clients, including Cadbury, AAMI, BMW, and Hostplus, overseeing multi-channel campaigns and customer journeys
- Conducted primary research (surveys, focus groups) to derive actionable insights for brand positioning and creative strategies
- Developed personalized CRM onboarding journeys for AAMI and BMW, improving customer retention and engagement
- Secured new business wins with Hostplus and Bega Peanut Butter, expanding the agency's portfolio and deepening client relationships
- Key Clients: Cadbury, AAMI Insurance, Hostplus, BMW, Bega Peanut Butter
CRM Planning Manager
Amaze One
08.2014 - 12.2015
- Focused on CRM data strategy, audience segmentation, and campaign optimisation
- Developed CRM strategies across multiple brands, driving improvements in customer acquisition, engagement, and retention
- Collaborated with data analysts to build advanced models for audience segmentation, LTV, and attrition, optimizing CRM performance
- Led key client projects, including overhauling Healthspan Vitamins' CRM strategy and redesigning Military Of Defence's recruitment journey
- Key Clients: National Tyres, Healthspan Vitamins, Land Rover, National Rail, Military Of Defence
Senior CRM Planner
Indicia
02.2011 - 07.2014
- Focused on CRM strategy, personalisation, automation, and data-driven customer insights
- Developed and executed CRM strategies for Nissan, Ovo Energy, and Majestic Wines, optimizing lifecycle stages, retention, and cross-sell opportunities
- Collaborated with data analysts to build segmentation and predictive models, driving actionable insights for improved customer engagement and revenue growth
- Clients included: Nissan, Ovo Energy, Majestic Wines
Strategic Planner
True
09.2009 - 01.2011
- Digital Strategist with a strong focus on website re-designs, user experience, testing and optimisation
- Leveraged insights from usability audits, A/B testing, and web analytics to drive website optimizations and enhance user journeys for key clients
- Provided actionable recommendations based on behavioral data, informing product roadmaps and improving conversion rates
- Clients included: Ovo Energy, Cheltenham Racecourse, Furniture Village and Apetito Foods
Education
Bachelor of Arts - Advertising Communications
Bournemouth University
United Kingdom 06-2008
Skills
- Brand strategy
- Data Analysis & Reporting
- Customer segmentation
- Insight Development
- Brand Positioning
- Campaign Measurement
- CRM Strategy
- CS Strategy
- Communications Strategy
- Creative Strategy
Timeline
Strategy Director
Dig Agency
05.2024 - Current
Strategy Director
M&C Saatchi
09.2021 - 12.2023
Senior Experience Strategist
CHE Proximity
09.2020 - 09.2021
Senior Strategist
AJF
06.2019 - 08.2020
Senior Planner
Ogilvy
02.2016 - 06.2019
CRM Planning Manager
Amaze One
08.2014 - 12.2015
Senior CRM Planner
Indicia
02.2011 - 07.2014
Strategic Planner
True
09.2009 - 01.2011
Bachelor of Arts - Advertising Communications
Bournemouth University
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