Susie FitzGibbon
Elwood,VIC
Summary
Results-driven Brand Manager develops and implements successful marketing plans and brand strategies. Utilizes customer insights to develop creative strategies that drive customer loyalty and brand recognition. Proven relationship building and influencing skills working across several marketing disciplines – from digital and social, brand and commercial strategy and communications planning as well as partnership, agency and budget management.
Overview
8
8
years of professional experience
Work History
Strategy Brand Manager
Musgrave Retail Partners
09.2022 - 09.2023
- Commercial Plan; lead the development of the Commercial Plan for the Centra Convenience retail brand. Working with Trading, Sales, IT, insights and senior management to align on priorities for the brand.
- 5-year Brand Strategy development; support the Marketing Manager on the delivery of the 5-year brand plan.
- Researched market and consumer trends and identified new opportunities for product and brand.
- Brand Development; lead the brand identity and new brand guideline development.
- Sustainability Communications Plan; led the overall plan and implementation
- Managed the development of the ABM in the Strategy team
Digital Content Specialist and Social Media Manager
Musgrave Retail Partners
03.2020 - 09.2021
- Digital and Social strategy development; to support the commercial and brand strategy.
- Increased user engagement across social media platforms through the creation of compelling content (TikTok, Instagram, Twitter and Facebook).
- Digital Advertising effective campaign management; Display, Paid Search, VOD, and Digital Partnerships
- Campaign Analysis and tracking, building insights into future activity to exceed objectives
- Enhanced website traffic by developing and implementing strategic SEO practices.
- Built knowledge of FMCG industry.
Digital Marketing Manager
The Montenotte Hotel, 4* Boutique Hotel
03.2020 - 03.2021
- Digital and e-Commerce strategy development to meet revenue targets.
- Planning and delivery of all digital advertising; paid search, display, metasearch, SEO, and social. Hotel re-opening campaign delivered €77k incremental revenue, ROAS of 80.79.
- Boosted brand awareness through the creation of engaging social media campaigns, with regular adaptation of communications to build trust during the pandemic.
- Agency management.
Digital Marketing Executive
Tourism Ireland
05.2018 - 08.2019
- ATL & BTL Partnership campaigns: Lead across media channels (Digital, outdoor and social). Partners such as Ryanair, Norwegian Airlines and Guinness.
- Budget Management: effective delivery of our €120K digital marketing budget.
- Agency Management: developed relationship with new media buying agency, OMD.
- Re-developed local implementation of our e-Marketing and influencer strategy, integrating market nuances, creating choice criteria and ensuring alignment with the brand.
- Managed the development of the Marketing assistant.
Marketing Assistant
Tourism Ireland
07.2017 - 04.2018
- Digital publicity: developed and nurtured an engaging influencer programme.
- B2B marketing: Lead on identifying and encouraging industry partners, for ex. Guinness Storehouse, in Ireland to sign-up to marketing activities in the Spanish market.
- CRM & Email Marketing: Managed and optimised the strategy and created engaging content, tools included ClickDimensions, ActOn and MailChimp.
Marketing Placement
Ibec Global Graduates
08.2015 - 06.2017
- Social media community management and content creation, +240K Facebook fans, Twitter +30K followers.
- Launched an Instagram account for Tourism Ireland Spain grew from 0-27K followers in 4-months.
- Standout campaigns: non-travel brand partnership with Spotify for St Patrick’s Day 2017, ATL and BTL activity with website creative, digital activity and live concert.
Education
PG Diploma - International Business Development
Dublin Institute of Technology
2017
Bachelor of Business Studies And Spanish -
Trinity College Dublin
2015
Erasmus - Business And Economics
Universidad De Salamanca
2014
Skills
- Strategy Development
- Campaign and Media Planning
- Partnership Building
- Brand Development
- Website Management and Google Analytics (Sitecore, Kentico, BookAssist CMS)
- CRM (ClickDimensions, ActOn, Mailchimp, Revinate)
- Social media (Both paid and organic activities; TikTok, Twitter, Instagram, Facebook Ads Manager)
- Photoshop, Canva
Languages
English
Native or Bilingual
Spanish
Professional Working
Timeline
Strategy Brand Manager
Musgrave Retail Partners
09.2022 - 09.2023
Digital Content Specialist and Social Media Manager
Musgrave Retail Partners
03.2020 - 09.2021
Digital Marketing Manager
The Montenotte Hotel, 4* Boutique Hotel
03.2020 - 03.2021
Digital Marketing Executive
Tourism Ireland
05.2018 - 08.2019
Marketing Assistant
Tourism Ireland
07.2017 - 04.2018
Marketing Placement
Ibec Global Graduates
08.2015 - 06.2017
PG Diploma - International Business Development
Dublin Institute of Technology
Bachelor of Business Studies And Spanish -
Trinity College Dublin
Erasmus - Business And Economics
Universidad De Salamanca
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