Sarah K McDougall
Reid,ACT
Summary
Innovative marketing communicator with 20+ years of experience delivering exceptional marketing campaigns, content and collateral based on established and innovative strategies. Results-oriented and collaborative professional bringing expertise in brand management, media and social media engagement. Detail-oriented, attentive and a decisive leader.
Overview
17
17
years of professional experience
Work History
Board Member
Destination Southern NSW
07.2022 - Current
- Engaged in monthly board meetings held throughout the Southern Destination Region of NSW.
- Participation in quarterly 'Yarns' around the Region.
- Executed board member responsibilities and duties, including overseeing the implementation of the Destination Management Plan.
Owner (CEO)
Lake George Winery
07.2018 - 12.2023
- Managed a small, multi-tiered business as owner/operator of an award-winning winery.
- Led cross-functional teams in multiple sectors including farming operations, accommodations management, wine distribution, and event hosting.
- Oversaw and executed all financial responsibilities for the business and utilisation of software programs including Quickbooks, Xero, Deputy, CMS System as well as Now Book It & Eventbrite.
- Led and managed a diverse workforce consisting of operational and seasonal employees.
- Managing the communication and marketing of the business as a leading tourism destination.
- Honored with the prestigious Operator of the Year award at Australian Women In Wine in New York, 2019.
- Honored with a scholarship in 2020 by Australian Women In Wine for Mentoring.
Brand Strategist
Geoscience Australia
02.2022 - 01.2023
- Managed the roll-out and delivery of Geoscience Australia's new Visual Identity through a one-year contract.
- Developed Vision, Mission, and Purpose statements for the organization while also crafting a fresh tagline.
- Assisted with rephrasing the 'Acknowledgement to Country'.
- Collaborated on the implementation of the updated web design.
- Developed and executed the Visual Identity Merchandise Strategy for external events & conferences.
- Internal subject matter expert on use of the GA brand and ‘the face’ of internal communications.
Executive Officer (EO)
Canberra District Wine Industry Association
01.2017 - 01.2018
- Oversaw membership management and coordinated new member onboarding.
- Liaised with various committees and membership groups such as NSW Wine, Visit Canberra, Destination NSW, and Australian Grape Wine.
- Oversaw development and maintenance of all marketing assets such as the website, social media accounts, and monthly newsletters.
- Created and implemented a detailed 12-month events schedule. Orchestrated two major events, exceeding key sales targets and producing substantial income for the committee.
- Ensured successful management of sponsorship for the Tourism Map and website.
- Responsible for managing the annual update of tourism map involving design changes, printing, and distribution networks.
Assistant Marketing Manager
Questacon
01.2016 - 10.2016
- Duties included working on the Major Tourism Award application (Winner in 2016)
- Collaborated with key business areas to develop and execute annual strategies
- Collaborated with shop team to enhance revenue and drive product development resulting in increased profitability for the retail space.
- Contributed to the planning and execution of events (including adult only events) and assisted with sponsorship for exhibitions.
Marketing Manager
Defence Housing Australia
01.2013 - 03.2015
- Project management of various residential developments across the nation including Darwin, Brisbane, Maitland, Sydney, Canberra, Melbourne, Adelaide and Fremantle.
- Creation of integrated marketing campaigns for residential developments and developing bi annual marketing plans, community engagement plans and integrated events.
- Writing various forms of communication including media and public relations material.
- Concept creation of marketing collateral and liaising direct with creative agencies, architects and consultants.
- Event management including launching of small community parks to multi-million dollar residential developments.
- Community engagement and partnerships across various developments.
- Development of naming and parks which include Orchid Rise Kellyville, Wirraway Thornton, and Sarbi Park Brisbane.
- Engaging nationally with various community groups, defence personal and government stakeholders to enhance DHA as more than just a builder of houses.
- Mentoring and inspiring a small team on residential sales strategies and targeted campaigns.
Marketing Manager ACT & NSW Communities
Lend Lease
01.2012 - 01.2013
Marketing Manager
AMP Capital
01.2010 - 01.2011
Marketing Manager & Assistant Marketing Manager
Canberra Centre
01.2008 - 01.2010
Education
Bachelor of Advertising & Marketing Communication -
University of Canberra
Canberra, ACT2012
Advanced Diploma - Business (Marketing)
Canberra Institute of Technology
Canberra, ACT2005
Certificate of Arts - Radio
Swinburne University of Technology
Melbourne, VIC1997
Skills
- Organisational Leadership
- Strategic Planning
- Networker
- Diversity and Inclusion
- Award Winner
- MC & Presentor
Other Experience
- NSW Tourism Judge, 2024
- Member, Australian Institute of Company Directors, 2024
- National Board Member, Australian Grape & Wine, Small Growers Committee 2019-2024
- Collector (NSW) Historical Society, 2017-2022
- Committee Member, Canberra District Wine Industry Association, 2016-2022
- Visit Collector (NSW) Initiative, 2018 -2022
- Tourism Panel Member, Queanbeyan Pallarang Council, 2018-2020
Clearance
Baseline Security Clearance
Timeline
Board Member
Destination Southern NSW
07.2022 - Current
Brand Strategist
Geoscience Australia
02.2022 - 01.2023
Owner (CEO)
Lake George Winery
07.2018 - 12.2023
Executive Officer (EO)
Canberra District Wine Industry Association
01.2017 - 01.2018
Assistant Marketing Manager
Questacon
01.2016 - 10.2016
Marketing Manager
Defence Housing Australia
01.2013 - 03.2015
Marketing Manager ACT & NSW Communities
Lend Lease
01.2012 - 01.2013
Marketing Manager
AMP Capital
01.2010 - 01.2011
Marketing Manager & Assistant Marketing Manager
Canberra Centre
01.2008 - 01.2010
Bachelor of Advertising & Marketing Communication -
University of Canberra
Advanced Diploma - Business (Marketing)
Canberra Institute of Technology
Certificate of Arts - Radio
Swinburne University of Technology
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