Samantha Howie

• Currently leading high-performing marketing team of four and external agency partners for not-for-profit membership based organisation, Coeliac Australia
• Responsible for shaping, managing, and delivering the strategic marketing and communication needs of the organisation
• Planning, developing and implementing marketing strategies, marketing communications and PR activities, both external and internal to drive brand growth
• Responsible for planning and execution of all external events and activations, including the Gluten-Free Living Expo
• Act as brand and style custodian for CA, across all external and internal communications
• Management of all media, influencer and ambassador relationships

Key Achievements

• Successfully managed the development and launch of sub-brand Gluten-Free Living and a refresh of the CA Brand
• Re-launched Bi-Annual Magazine, including new creative and content strategy
• Led the project management of 2-day event Sydney Gluten-Free Living Expo attended by 4000+ people
• Managed the launch of a new online content hub focused at reaching new audiences and potential advertisers
• Redesigned the look and feel off all digital and social communication (owned and earned) to see social audiences and engagement grow by over 30% and eDM open-rate to over 70%
• Successfully project managed the design and developed new CA website and member portal including the migration from Sales Force to Wordpress
• Alongside agency partners, developed and executed new commercial strategy to create new revenue streams for the organisation

• Managed team of marketing specialists across digital (owned and performance), creative/graphic design, social media, influencer engagement, brand partnerships, PR and events
• Management of all omni-channel marketing strategies, including major retailer support for Woolworths, Chemist Warehouse, Big W and Best&Less
• Created and executed marketing strategies to support all NPD and consumer promotion events
• Responsible for creative/visual brand identity, including successfully planning and execution of all content shoots
• Management of multimillion-dollar marketing budget
• Oversee of influencer team who work with 300+ influencer per month with ROI of 3:1

Key achievements

• Consistently exceed sales KPIs, including achieving multiple record sales weeks across all Retail and Owned channels (up to $2.2million in sales per week)
• Successfully launched the MCoBeauty brand into Chemist Warehouse, which resulted in expansion to 300+ doors based on this success
• On-boarding of 20+ top-tier/celebrity brand ambassadors to produce huge ROI for the business
• Planned and executed multiple highly-successful content and campaign shoots

• Develop, manage and implemented a highly-successful always-on PR and KOL/ambassador/Influencer strategy to support the organisation nationally and create owned and earned media moments to inspire supporters
• Planning and management of events, activations and program visits for high-profile supporters

Key achievements

• Negotiated and managed all talent support with Networks 7, 9, 10 for The Australia Unites Telethon, managing 70 media personalities across three states to help raise $27.2 million to support Flood affected communities
• Managed ambassador and influencer support for major fundraising campaigns and appeals, including working with countless numbers A-list talent across the globe in support of The Black Summer Bushfires
• Developed and implemented strategies to reach new audiences, including diaspora communities across Australia
• Conceptualised, managed and implemented the Beirut Explosion Appeal campaign which was recognised with a NSW Premiers Multicultural Communications Award in 2021
• Recruited and managed relationships with all ambassadors and high-profile supporters, including acting as key contact Red Cross Patron The Governor-General of Australia
• Developed and implemented an effective influencer program to support all fundraising events and campaigns, securing pro bono supports from hundreds of influencers per year
• Assisted Head of Marketing in implementing the brand strategy to attract younger and multicultural audiences

Maternity leave contract overseeing a team of 10 marketers and creatives while leading a Brand Refresh, shifting away from traditional media to a digital-first strategy

Key achievements

• Led iconic Sheridan brand campaigns in a difficult retail climate, including one of the most successful Boxing Day sales to date
• Implemented numerous new strategic partnerships and initiatives to drive traffic online and into bricks and mortar for Sheridan and Sheridan Factory Outlets
• Managed several external agencies, and successfully identified and implemented new partners and mediums for media spend which saw the business exceed budget KPIs

• Acting GM of Marketing of Marketing for 6 months maternity leave cover
• Responsible for developing and driving consumer and corporate PR/marketing strategies that meet the business objectives of driving sales, footfall, engagement, social reach and reputation/brand equity
• Oversee all third-party partnerships, promotions and sponsorship
• Responsible for all events and activations from new store opening and media launches to large-scale consumer events

Key achievements

• Crisis communications including several successful dealings with the Advertising Standards Bureau
• Development of marketing strategy for four in-house fashion brands
• Development and management of highly successful influencer program
• Conceptualised and implemented many of General Pants Co's most successful campaigns that achieved mass coverage across traditional and social media both locally and internationally
• Successful management of external agencies including affiliate network partners

• Co-Founder of marketing consultancy with a key focus on branding, social media marketing, influencer engagement, social media listening and analysis

Key achievements

• Developed brand/online presence and service offering and managed a team of three employees (along with two other directors)
• Won a strong roster of B2B and B2C clients including the TAL, Keep Australia Beautiful, Australian Companion Animals Council and Telstra.

• Account manager for consumer communications agency, responsible for a diverse range of consumer clients including Coca-Cola, Unilever, Olympus, AMEX, Sony Pictures

Key achievements

• Successfully managed many large-scale PR campaigns, events and experiential projects
• At the forefront of influencer engagement, conceptualised and implemented many successful blogger engagement campaigns