Rhiannon Vines

• Executive leader, reporting to the Executive GM, and member of the DuluxGroup Executive Marketing leadership team (reporting to Global CMO)
• Full B2B & B2C Marketing strategy development across the B2B/trade and consumer/lifestyle sectors across 25 locations Australia wide.
• Ecommerce and Digital strategy - generating $200M bi-annually with over 12000 SKUs online.
• Led cross-functional teams in the development of innovative solutions to complex business problems.
• Full P&L responsibility (budgeting, financial planning and forecasting).
• Development of branding strategies for private label brands and leading international brands involving ATL, BTL (EDMs, In store promotions, events, etc) & TTL (digital, social etc) for more than 150 brands.
• Digital Innovation/Transformation Project (4Y Plan) including audit of all end to end systems in the business to provide recommendations for digitisation to deliver $10M in revenue + efficiency gain and resource redeployment.
• CDP (Customer Data Platform) implementation and integration (Twilio Segment). Increased sales and service experience through implementing omni-channel strategies such as marketing automation, CRM implementation (Hubspot), and social media (Sprout Social).

ACHIEVEMENTS -

• Developed Communications strategy and plan for a successful M&A.
• Developed Ecommerce strategy which increased online sales from 39% to 42%. Digital marketing program targeting new customers has generated over $1.8M this year in unrecognised revenue.
• Branding strategies have delivered the highest NPS since 2019, with 57% of customers promoting the brand.
• Specialised consumer EDM across B2B & B2C generated over $2.5M in revenue over 12 months.
• Developed a full omni-channel consumer strategy which has increased online and offline sales by 150% and 20% respectively.
• Leadership of first AI machine learning model in DuluxGroup to predict customer churn, driving $1M in additional revenue.
• Targeted Google strategy has increased revenue from $1M to $10M in 18 months.

• Executive leader providing consultation and strategic advice to the 3 businesses, across 29 locations nationally and to CEO and Board.
• Full B2B & B2C Marketing strategy development across the group.
• 'Greenfield' Brand Development and Management.
• Built and led a high-performing, cross-functional team of six, plus multiple external agencies with highest in business employee engagement scores.
• Strategic marketing planning and liaison with OEM's - John Deere, Vermeer, Stihl, Hino and 45 other leading global brands.
• Development of branding strategies involving ATL - (TV, Print, Radio, Direct Mail etc), BTL - (EDMs, In store promotions, events, etc) & TTL (digital, social etc).
• Data-driven insights and analytics to identify key market opportunities
• Website strategy, design and build
• Full Digital Strategy & KPI's - SEO, PPC advertising, Google Adwords, EDM (Mailchimp), social media strategy and management (Hootsuite and Sprout Social) utilising PowerBI Analytics to assess ROAS.
• PR & Internal Communication Strategy; to manage brand messages to successfully lead the business through 3 acquisitions in 12 months.

ACHIEVEMENTS:

• Market share growth in construction from 0.08 to over 8% within 3 years.
• Established and achieved brand recognition of RDO Equipment in Australian market, assessed through survey conducted with sample of 1000 customers across target segments growing brand recognition from 1% to 62%.
• Digital strategy (combination of SEO, SEM & programmatic, Google, Geofencing) increased website traffic over 200% year on year, generating an average of 200 leads per month, resulting in $3M per month in sales.
• Social strategy delivered audience growth from 0 to 6500 (FB) and 12K (Instagram) in two years resulting in over $1.5M in revenue annually.
• B2C Strategy delivered an increase in "small agriculture" category market share from 18% to 25%.
• Internal branding strategies and campaign reduced employee turnover from 55% to 20% in 12 months.

• Providing marketing services to a range of clients including primary marketing strategy development and advice.
• Project Execution including - qualitative customer research (analysed data and developed insights), full logo and brand development, marketing collateral, website development, social media strategies, competitive analysis, event management, EVP and brand positioning.
• Developing content marketing strategy and plans across client base including consulting on photography/videography and design.
• Digital Marketing and analytics - SEO, SEM (PPC, Google, Programmatic), EDM.
• Advertising program development (digital and traditional - print, radio, television, direct mail and digital media), collaborating with external agencies - PR and media buyers to maximise reach of campaigns.
• Organised events such as trade shows, conferences and seminars to increase brand awareness.

• Industry advocacy role for Not-for-Profit - reporting into the Board
• Led the development and implementation of strategic communication plans to promote the organic agenda and increase engagement with government officials, members, certifiers, industry associations, farmers, and consumers.
• Managed cross-functional teams to produce high-quality content across multiple platforms, including social media, newsletters, and press releases.
• Development and execution of the digital marketing strategy (across Facebook, Twitter, Instagram, EDM's etc), influencer engagement, and large sponsorship negotiations and collaborations.
• Development, design and compilation of board and industry reports (including the Australian Organic Market Report - globally accessed document).

• Executive leader, reporting to CEO, providing strategic marketing consultation and advice to the company both nationally and to Global Executives and Board
• Development of branding strategy (locally and assisted globally) which involved digital and conventional marketing, event planning and internal communication branding strategy, marketing collateral, major sponsorship deals with BHP Billiton, Breast Cancer Foundation & other contributors
• 'Greenfield' branding position - developing and implementing national marketing and branding strategy
• Developing digital marketing strategy including SEO, SEM, Google Analytics, website redevelopment, social media policy and plan.
• Events Management - Coordination and Communication for all events including trade shows, exhibitions, conferences, client presentations
• Coordination of all PR, including crisis management and driving positive messages to the market place
• Designed & Developed an effective communication training program for all supervisors.

ACHIEVEMENTS:

• Increased revenue from $80M to over $350M in 4 years.
• Increasing tender success rate from 1 out of 20, to 4 out of 20 through competitor analysis and development of CVP.
• Developed brand recognition in the Australian market with key companies such as Rio Tinto, BHP, Vedanta, Anglo American, which was measured through the "invitation to tender" process going from 2 out of 10 to 6 out of 10.
• Established the first Crisis Management Plan for the business.
• Offered the position of Global Head of Marketing for holding company based out of North Bay, Canada.

• Agency role managing and consulting to 150 key clients in the private sector and across all Federal Govt departments in NT and Queensland for advertising/marketing services.
• Provided strategic marketing advice and management to a portfolio of more than 100 clients.
• Managed a cross functional team of 11.
• Produced marketing strategies and plans for range of companies in the retail, health, education, mining, construction, recruitment and resources industries.
• Developed EVP (Employment Value Proposition) and marketing strategies for several key clients.
• Developed a training program on Effective Communication and Digital Strategies (including pitch and presentation skills).