Sasha Morello

Reporting directly to the CEO, I lead a dedicated team of 15 marketing professionals, creatives & media services experts, steering the company's brand strategy, marketing campaigns, product development and customer engagement across 110 physical outlets plus online. Results : 2023 double digit growth. 2024 5% Growth.

Specific responsibilities:

• Developing the Nutrition Warehouse brand identity and market positioning, along with the suite of company owned brands.
• Create cohesion in brand execution across all marketing and store channels.
• Manage the annual marketing budget, ensuring optimal allocation of resources against business priorities and revenue objectives.
• Execute a superior customer experience in store and online, based on identifying differentiating consumer insights.
• Establish key performance indicators (KPIs) to measure the success of marketing initiatives and use data-driven insights to refine strategies.
• Create and execute the annual marketing strategy and promotional calendar, achieving revenue targets through managing the customer life cycle from acquisition, retention through to brand champions.
• Develop and execute data-driven strategies to enhance customer acquisition, conversion rates, and revenue growth.
• Achieve challenging revenue targets through digital and traditional marketing: Performance media, SEO, social media, direct to consumer marketing, events, and local area marketing.
• Responsible for the execution and evolution of the Nutrition Warehouse Loyalty Program.
• Identify commercially relevant opportunities for NPD. Successfully launch 7-10 new products per year
• Create strategic partnerships with third party suppliers for mutually beneficial outcomes.

• Part of the Australian management team, reporting into VP of Asia.
• Responsible for the marketing ,sales and customer service for Australia through authorized distributors and online retail store.
• Delivered sales growth of 13% (20/21 versus 18/19) through the implementation of a compelling marketing and sales strategy, while navigating the global supply chain crisis during COVID.
• Drove business back into profitability after three years of consecutive bottom line losses, through the implementation of a new business vision, brought to life through a compelling retail strategy, improved customer service and replacing unprofitable promotions with business positive initiatives.
• Directed and oversaw a comprehensive 12 month rolling calendar of marketing activities and promotions, implementing strategic initiatives and capitalizing on short term opportunities, that galvanized distributors, marketing team, customer service and operations behind the activity improving operational efficiency.
• Implemented three successful new personal care product launches in the Australian business.
• Responsible for all digital marketing assets (including website and other channels), social media and content, SEO, CRM/ database marketing with email and text message campaigns.
• Rolled out new international e-commerce platform in Australia.
• Implemented world class digital acquisition strategy to attract new distributors and achieve distribution objectives.
• Successfully rolled out comprehensive product and business training programs for both customer service and distributors to improve end customer experience.
• Successfully negotiated the first local production agreement with the global executive leadership team, bringing production of key nutritional products to Australia to resolve product supply issues.
• Responsible for monthly sales and profitability reporting and analysis to regional VP.
• Collaborated and built strong relationships across a wide range of internal global stakeholders including operations, IT and global marketing team, and senior executive team

• Co-Founder of highly successful cultural marketing agency with multi million dollar annual turnover, six figure annual profit, with high staff and client retention over 10 year period.
• Business was successfully acquired by Endeavor in December 2017.
• Consulted to brands and entertainment industry on disruptive media and connecting with consumers through BIG brand ideas!
• Created and executed successful non traditional marketing campaigns for key blue chip clients including Jack Daniels, Mastercard, Telstra Communications, Diageo, Carlton United Breweries , Unilever, Sportsgirl and Puma.
• Identified and brokered artist agreements on behalf of clients
• Produced and managed major events ,activations and social media campaigns on behalf clients on budget on time.
• Maintained and developed client relationships at a senior manager level.
• Create collaborative partnerships across digital media providers, television networks, entertainment businesses and celebrities, technology partners, "not for profits" and government bodies to create strong business outcomes for clients.
• Consulted to major entertainment businesses on creating revenue streams from partnerships. Clients included ARIA Awards, Future Entertainment, Chugg Entertainment, Frontier Touring.
• Brokered million dollar B2B partnership agreements on behalf of key clients at board level for ARIA Awards and Future Entertainment
• Fostered B2B partnerships between entertainment businesses and the NSW government, Telstra and Channel Ten.
• Responsible for all general management of agency including, senior sales team, administrative staff, production staff and graphic design department.
• Coached and developed individuals into world class marketing team, including objective setting, training programs, compensation plans, maternity leave, employment contracts, and performance reviews. Team consisted of 15-20 individuals, plus contract staff.
• Established foundational processes for business operations.
• Recruited, interviewed and hired new staff members and developed training materials for employees.
• Worked closely with finance team to ensure business met monthly finance targets for both revenue, expenses and profit.
• Responsible for business development and acquiring new clients.

• Responsible for the marketing of the entire Australian Soft Drinks Portfolio for the Coca-Cola Company including Coca-Cola, Diet Coke, Coke Zero, Fanta, Sprite, Appletiser and Kirks.
• Managed a $40 million marketing budget. Developed and executed full marketing strategy across ATL, BTL , non traditional marketing and retail channels.
• Formulated and championed the brand strategy creating Big Brand Ideas and delivering best-in-class campaigns and activations.
• Actioned high profile marketing campaigns Including the launch of Coca-Cola Zero in Australia ( Australian campaign rolled out globally), 2004 Olympics Coca-Cola Campaign, annual partnership with the AFL ( Australian Football league).
• Ensured marketing strategy and campaigns also delivered business goals and financial targets, ensuring close alignment and collaboration with the Coca Cola Bottler sales group and account management teams.
• Responsible for developing key relationships , strategies and instore campaigns with major retail partners including Coles and Woolworths to maximise distribution opportunities.
• Worked collaboratively with global brand teams on initiatives.
• Managed the marketing plan to budget, and established goals and objectives for all marketing activity. Tracked and reported results on completion with company stakeholders, including periodic reporting to the company board.
• Responsible for all agency management, including negotiation of contracts, scope, resourcing within budget.
• Coached and developed upward of 15 staff. Including training, mentoring, goal setting and performance reviews.

• Responsible for the marketing strategy and implementation for the mediterranean foods business.
• Marketing strategies including ATL communication and BLT promotional activity to reach sales targets.
• Lead cross functional project teams including product development, manufacturing and sales to successfully launch new product lines as extensions to existing brands.
• Successfully migrated production of the Five Brothers pasta sauce from US to Australia leading a cross functional team of experts, with close consultation with the Australian manufacturing business.
• Worked collaboratively with retail trading partners to develop POS execution to maximise sales with key partners.
• Executed the successful divesture of the Rosella brand , working closely with key stakeholders at manufacturing plant.
• Successfully managed the integration of the Bertolli brand into the Australian business.
• Mentored and developed a marketing team of four.

• Worked on market entry strategies for Australia for global insecticide portfolio taking into consideration local competitors and key retail partners
• Liaised with global R&D team on product specifications to meet Australian market guidelines
• Managed the integration of local insecticide brand: Ant-Rid.

• Created sales reporting and analysis for sales department and senior management