An outdoor guide in my early years – and still chasing fresh air whenever I can Whether it's climbing, (badly) surfing, or exploring a new hike, I'm happiest outside
Samantha Wonnacott
Brand & Community Marketing Strategist
Sydney,NSW
Summary
Creative and data-driven marketing strategist with 8 years experience in outdoor, lifestyle and wellness industries. Expert in delivering audience growth through community activations, partnerships and purposeful storytelling. Adept at remote collaboration and passionate about the outdoor industry.
Overview
10
10
years of professional experience
Work History
Brand & Communications Manager
Red Equipment Australia
08.2023 - Current
- Owned national brand presence, marketing calendar, and omnichannel strategy.
- Collaborated remotely with local WA and global teams (UK, Portugal, USA).
- Led brand transition from Red Paddle Co (SUP specific) to Red Equipment (multi-category watersports brand), repositioning hero products based on consumer insights.
- Contributed to a 110% YoY increase in online sales by supporting the brand's shift from B2B to B2C in Australia.
- Launched ambassador affiliate program, onboarding authentic community leaders to promote Red in person and online.
- Designed and executed Red's Demo Day program targeting swimming communities; now replicated in global markets.
- Led regional activations across NSW, QLD, VIC & WA, producing content for global channels.
- Built partnerships with the likes of Surfing WA and Surfing VIC to boost grassroots brand credibility.
- Managed marketing department budget ranging from $80k to $160k annually.
Community Sales & Marketing Manager
Bunker Gym X One Playground
08.2021 - 08.2023
- Executed multiple high-retention community events annually to drive engagement and brand loyalty.
- Built wellness partnerships with local businesses and launched successful referral campaigns.
- Increased inbound leads by 6%–14% quarter-over-quarter.
- Oversaw website redesign and drove growth in organic keyword performance.
- Conducted market research to uncover new business opportunities and anticipate industry trends.
Digital Marketer
Sparro
07.2020 - 08.2021
- Specialised in SEO for e-commerce and international clients, including The Beauty Chef, Webjet, Guide Dogs, and Heritage Brands.
- Delivered end-to-end SEO services: keyword research, content strategy, copywriting, technical audits, link building, and performance reporting.
- Managed weekly/monthly reporting, client communications, and stayed current with evolving SEO trends and best practices.
Account Executive
Pritchitt Partners
09.2019 - 03.2020
- Account executive for public relations consultancy providing services for businesses operating in the financial services sector.
Sales and Events Marketing Manager
The Creative Store - Freelance
04.2019 - 08.2019
- Freelanced on short-term contracts, delivering general marketing support for a variety of brands, including The Grounds of Alexandria and Climb Fit.
Sales and Marketing Specialist
Red Equipment Australia
10.2018 - 04.2019
- Led local market strategy.
- Created informative product presentations and conducted training sessions for retailers.
- Managed key account relationships, resulting in increased repeat business and long-term loyalty.
- Built successful brand partnerships with Qantas and Jetstar for product placement.
- Generated regional content for use in global campaigns.
Global Marketing & Events Executive
Red Equipment Global
05.2017 - 10.2018
- Developed and executed global social content strategy.
- Led event planning and execution, including press trips in partnership with brands such as Nike Swim and Red Bull.
- Established and managed two SUP World Championships in Barbados and Austria, doubling participant numbers year-over-year.
- Supported distributors in delivering World Series events, contributing to a 20% YoY increase in specialist board sales.
Outdoor Guide
Self Employed
01.2015 - 05.2017
- Outdoor guide specialising in climbing, white water kayaking, hiking and outdoor ed.
Skills
Event planning & community building
Outdoor industry knowledge
Remote collaboration
Content strategy
Brand positioning
Partner & ambassador management
Event planning & community building
Interests
Timeline
Brand & Communications Manager
Red Equipment Australia
08.2023 - Current
Community Sales & Marketing Manager
Bunker Gym X One Playground
08.2021 - 08.2023
Digital Marketer
Sparro
07.2020 - 08.2021
Account Executive
Pritchitt Partners
09.2019 - 03.2020
Sales and Events Marketing Manager
The Creative Store - Freelance
04.2019 - 08.2019
Sales and Marketing Specialist
Red Equipment Australia
10.2018 - 04.2019
Global Marketing & Events Executive
Red Equipment Global
05.2017 - 10.2018
Outdoor Guide
Self Employed
01.2015 - 05.2017
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