Sharon Liyanage
Summary
Creative, results-driven marketing and communications professional with over ten years experience in designing and implementing highly successful strategic marketing and communications campaigns. Proven to build deep understanding of target audiences and competitors to develop effective messaging and engaging content. Early adopter of latest industry trends and strategies, resulting in consistently fresh and creative ideas.
Overview
12
12
years of professional experience
1
1
Certification
Work History
Senior Marketing and Communications Advisor
RSPCA Victoria
08.2022 - Current
- Developed and implemented highly successful communications and strategic marketing plans to promote RSPCA Victoria's services including e-commerce and retail stores, op shops, education services, community outreach and fundraising campaigns
- Designed and implemented comprehensive brand promotion strategies, which have resulted in RSPCA being rated on of the top 10 brands in Australia and the most trusted charity in Australia, with unprompted recollection at 88% and brand credibility and trust at 86% (BrandTracker)
- Revamped online and print materials in collaboration with graphic designers, photographers and printers
- Prepared cross-platform social media promotions, capitalizing on strengths of each site to effectively reach target audiences.
- Supported internal teams with knowledgeable communications and marketing advice, helping each meet targets while maintaining cohesive organisational strategy.
- Coached executives on key talking points and communication strategies for different audiences.
- Created fresh, attractive designs with crisp graphics and engaging copy.
- Directed photo shoots and video shoots for print and digital media, reviewing each element against client standards and expectations.
- Managed workloads of designers, illustrators and other team members to optimize productivity and timeliness of task completion.
Senior Communications Advisor
RSPCA Victoria
03.2018 - 07.2022
- Provided senior leadership with communications expertise to help develop strategic branding, marketing and public relations campaigns.
- Used market research and analytics to identify and capitalize on communications opportunities and guide message development.
- Wrote internal communication to facilitate positive relationships between employees and leadership staff.
- Drafted and proofread complex papers outlining financial issues, strategic plans and sensitive concerns.
- Oversaw online company presence with understanding of liability, customer and image concerns.
Senior Digital Campaigns Advisor
RSPCA Victoria
08.2017 - 06.2018
- Developed highly engaging digital communications strategies and marketing plans to support campaigns and supported their implementation by writing all content and developing creative assets
- Developed digital marketing strategies by creating and implementing plans to reach and engage target audiences.
- Created reports on digital marketing efforts using analytics tools to track and measure digital marketing success for management.
- Created social media content with innovative brand messaging to support new product launches.
- Managed digital projects from initial concept through final implementation and live monitoring.
Product Marketing Specialist
ANZ Banking Group
01.2015 - 07.2017
- Provided segment specialist market research in industry, competitor developments and marketing patterns in order to facilitate the development of products and packages which are specifically targeted towards profitable segments within the industry.
- Designed and implemented advertising and public relations activities.
- Identified appropriate marketing channels and target customers for campaigns.
- Monitored trends in social media, industry, and competitive landscape to create new material.
- Developed marketing materials, collaborating with colleagues to maintain consistent brand voice.
Marketing Officer
ANZ Banking Group
01.2012 - 07.2015
- Consulted with product development teams to enhance products based on customer interest data.
- Coordinated innovative strategies to accomplish marketing objectives and boost long-term profitability.
- Boosted brand awareness and generated leads while managing internal and external marketing campaigns and programs.
- Developed innovative and targeted collateral to support overall branding objectives.
Education
Bachelor of Business - Marketing
Monash University
Caulfield, VIC03.2008
Skills
- Strategic communication
- Marketing Strategy
- Digital Marketing
- Branding and Identity
- SEO Strategies
- Internal Communications
- Graphic Design
- Video Editing
- Copywriting
Affiliations
- Australian Marketing Institute
- ADMA
Certification
- Digital Marketing Essentials, ADMA - 2020
Timeline
Senior Marketing and Communications Advisor
RSPCA Victoria
08.2022 - Current
Senior Communications Advisor
RSPCA Victoria
03.2018 - 07.2022
Senior Digital Campaigns Advisor
RSPCA Victoria
08.2017 - 06.2018
Product Marketing Specialist
ANZ Banking Group
01.2015 - 07.2017
Marketing Officer
ANZ Banking Group
01.2012 - 07.2015
Bachelor of Business - Marketing
Monash University
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