SARAH MELROSE

Company Overview: ADMATIC is an independent fast growing marketing and media agency

Marketing communications

• Delivered growth-focused marketing insights by identifying and addressing brand challenges and opportunities
• Championed marketing initiatives during collaborative meetings with brands like BHP while addressing specific brand hurdles, which led to measurable improvements in marketing effectiveness over12 months
• Researched and produced quarterly reports on emerging digital ad trends and data-driven marketing strategies for brands, informing how to navigate marketing landscape changes

Building brand & business growth

• Designed a marketing and sales forecast framework for Virgin Active, optimising budget allocation and improving marketing efficiency by15%
• Delivered a clear ROI tracking system, helping Virgin Active navigate post-pandemic market shifts and drive business growth
• Developed data driven marketing strategies that saw University of Wollongong CPA decrease by34% YoY, deliver more leads for their annual budget contributing to increased student enrolment
• Spearheaded innovative growth marketing strategies for Virgin Active across Australia, Singapore, and Thailand, driving market penetration
• Enhanced CBRE brand preference with a3x increase in engagement rates and a15% rise in podcast listeners through targeted content delivery

Leadership

• Led, mentored, and developed a high-performing team of15
• ADMATIC earned certification as a "Great Place To Work" under my leadership and initiatives I implemented
• Shortlisted for Women in Tech Awards - Executive Leader
• Industry speaker at notable events like IAB Measure Up and Programmatic Summit

• Designed a marketing campaign to measure the impact of Out Of Home media on brand awareness goals, resulting in proven marketing success with a 39% increase in brand awareness.

• Established standardisation in digital tracking, resulting in benchmarks that enhance marketing efficiency.

• Led the agency's strategy concerning technology, data products, investment, and overall product direction.

• Managed trading team across all biddable platforms - social, display, video, OOH.

• Led the integration of FlyBuys data into digital marketing, achieving unparalleled ROI tracking for FMCG brands, such as Snack Brands and Horticulture Australia, by connecting digital media to in-store sales
• Established a comprehensive perspective on programmatic and performance channels within the marketing communications framework for brands
• Recommended the best programmatic partners and technology vendors tailored to the specific needs of each brand

• Created targeted marketing strategies for NIB Health Insurance distinct customer segments using advanced ad technology, including dynamic retargeting and data-driven insights
• Designed and rolled out the agency's programmatic product, successfully shifting all operations from a managed service to a self-serve model within three months
• Oversaw comprehensive brand campaign management, encompassing setup, optimisation, and performance monitoring

• Implemented innovative ad technology and platform solutions to deliver tailored marketing strategies for TalkTalk, the UK's largest telco provider
• Planning and forecasting digital campaigns with direct performance, as well as brand awareness goals
• Managing multiple programmatic partners both internal and external
• Responsible for ad ops including trafficking via Campaign manager, tracking in GA and UTM application