SALLY MCLEAN
Sydney,NSW
Summary
Dynamic, commercially minded marketing leader with 20+ years' experience across retail and banking sectors, both locally and internationally. Known for building brand equity, delivering revenue growth, and leading award-winning marketing campaigns. Adept at transforming customer experience, empowering high-performing teams, and aligning marketing to broader business goals—all while managing multi-million-dollar budgets in agile, fast-paced environments.
Overview
11
11
years of professional experience
Work History
Senior Lead – Communications & Social Media
BIG W
10.2023 - Current
- Led enterprise-wide social, influencer, and content strategy.
- Executed Live Shopping events and increased influencer-led content.
- Reduced production costs by 20% while increasing content output.
Senior Marketing Manager
BIG W
05.2021 - 10.2023
- Established and scaled BIG W’s first social and influencer marketing team.
- Delivered category-focused GTM strategies (e.g., women’s apparel).
- Partnered with Mamamia for the brand’s first fully integrated content campaign.
Senior Brand Manager
WESTPAC BANKING CORPORATION
01.2017 - 04.2021
- Defined brand strategy, improving trust and emotional resonance.
- Led integrated marketing campaigns across multiple channels.
- Delivered national brand refresh strategy, increasing brand trust and improving consideration in key customer segments through insight-led campaigns.
- Led full-scale ATL and BTL campaigns across TV, digital, social, PR, and sponsorships. Maintained brand consistency across 5+ business units and sub-brands.
Marketing Manager – Branch & Capital Works
WESTPAC BANKING CORPORATION
04.2016 - 01.2017
- Managed marketing for national branch refurbishments and new formats.
NSW State Marketing Manager
WESTPAC BANKING CORPORATION
05.2014 - 07.2015
- Executed national campaigns locally through events, sponsorships, and regional activations.
Education
Mini MBA - Brand
Mark Ritson
01.2023
Mini MBA - Marketing
Mark Ritson
01.2017
Bachelor of Management & Tourism - undefined
University of Technology Sydney
01.2004
Skills
- Brand & Communications Strategy: Delivered full-funnel omni-channel strategies across digital, retail, and financial services Designed data-informed GTM plans, lifting brand awareness and preference
- Social Media & Influencer Transformation: Built in-house influencer program at BIG W; doubled team and content volume in 12 months Executed paid/organic/influencer strategies and launched first-ever Live Shopping event
- Leadership & Stakeholder Engagement: Led cross-functional teams of 5 across marketing, creative, and agency partners Presented campaign results and strategic recommendations to executive leadership
- Data-Led Campaign Management: Led insight-driven campaigns across multi-channel platforms Managed multi-million-dollar budgets to exceed KPIs Drove double-digit growth for underperforming categories through targeted GTM strategies
- Agile & Commercial Acumen: Embedded agile practices to accelerate execution and testing Collaborated cross-functionally to improve category performance and foot traffic
- Risk, Compliance & Regulatory Alignment: Ensured all marketing initiatives met legal and compliance standards Partnered with risk and compliance teams to mitigate reputational risks
Timeline
Senior Lead – Communications & Social Media
BIG W
10.2023 - Current
Senior Marketing Manager
BIG W
05.2021 - 10.2023
Senior Brand Manager
WESTPAC BANKING CORPORATION
01.2017 - 04.2021
Marketing Manager – Branch & Capital Works
WESTPAC BANKING CORPORATION
04.2016 - 01.2017
NSW State Marketing Manager
WESTPAC BANKING CORPORATION
05.2014 - 07.2015
Mini MBA - Marketing
Mark Ritson
Bachelor of Management & Tourism - undefined
University of Technology Sydney
Mini MBA - Brand
Mark Ritson
CAREER HIGHLIGHTS & RESULTS
- BIG W – Marketing Leadership
- Campaign Performance & Innovation: Drove brand preference and in-store traffic through integrated campaigns:
- YouTube: +6% ad recall, +1% overall consideration, +4.8% consideration lift for key category.
- TikTok: Creator-led content delivered highest-ever paid engagements and likes.
- Out-of-Home (OOH): 29% recall (vs. 15–20% benchmark), 35% more customers likely to shop, 58% improved brand perception.
- Meta: 3x higher brand lift vs. retail benchmarks, +21.8pts in ad recall, +6.2pts in purchase intent.
- First-to-Market & Social Innovation: Launched Live Shopping for Woolworths Group (category first), resulting in:
- +2.17% audience growth
- +94.37% engagement rate
- +408.33% increase in weekly content volumes
- Social now contributes 5%+ of sales (+20% traffic, +33% transactions).
- Influencer & Content Strategy: Built BIG W’s first in-house influencer and social team; doubled engagement within 12 months. Introduced vendor-funded campaigns, reducing marketing costs and increasing ROI.
- Pioneered Disruptive Content & Partnerships: Led firsts across the business: Disruptive OOH formats, partnership with key media outlets, short-form/long-form content.
- WESTPAC – Brand Strategy & Transformation
- Brand Refresh & Trust Building: Delivered national brand refresh strategy, increasing brand trust and improving consideration in key customer segments through insight-led campaigns.
- Multi-Channel Execution: Led full-scale ATL and BTL campaigns across TV, digital, social, PR, and sponsorships. Maintained brand consistency across 5+ business units and sub-brands.
OTHER ROLES
- Lloyds Banking Group (UK) – Marketing Manager (2011–2012)
- Abu Dhabi Commercial Bank (UAE) – Senior Marketing Officer (2008–2010)
- Westpac (AU) – Various Internal Marketing Roles (2006–2008)
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