Tarnee Jacobson

Responsibilities:

• AIA AU and AIA Vitality Rewards Program head of marketing via B2B, D2C media, distribution partnerships, sponsorships, influencer affiliates including travel partner Virgin Airways, gym partners incl Virgin Active and other large AU brands such as Rebel sport, Woolworths for AIA VItality within health, life, wellbeing and advice products.
• Customer loyalty and engagement campaigns - including design, alignment budget mgmt and delivery to drive ROI.
• Consistent A/B testing end to end to drive response, engagement and ROI.
• Alignment across business units to ensure enterprise customer view and experience of programs and partners.
• AIA AU Brand strategy and marketing, across channels and media mix
• Social media and content strategy and execution
• Ambassador and influencer strategy
• Sponsorships and event strategy (eg AFL football clubs, Mother’s Day Classic nation-wide.
• Direct sales, Life, Health and advice.
• Leading core team of 15

Achievements:

• Launched All or Something Brand Campaign and Apple Watch Campaign featuring Ash Barty and Stephanie Gilmore - achieving the highest Prompted awareness and Brand consideration or AIA and AIAV brands recorded in AU to date.
• Re-launched rewards program AIA Vitality including Virgin flights benefits, new mental health benefits, cycling partners Peloton and Specialized, segmented propositions.
• Increased rewards brand awareness to all time AU high and program engagement through triggered and self serve digital engagement, new partners and pgms.
• Launched new advice brand AIA Financial Wellbeing including brand, CVP, identity, website and foundation CX journey through Commbank.
• Developed process workflow redesign and templates with centralization of marketing to boost productivity and flow.

Responsibilities:

• Complex corporates marketing agency.
• Brand and CX strategy including segment-aligned CVP development, proposition matrices, customer journey builds to drive acquisition, engagement, retention to optimise ROI.
• Strategy speaker and workshop leader to drive change, engagement and thought leadership.
• Banking incl insurance, cards, finance, advice, energy, health and wellbeing programs, loyalty programs, B2B and D2C and employee,

Achievements:

• Led cross-functional teams to achieve project milestones and deliver high-quality results.
• Launched new segment-based strategies and campaigns to drive engagement for NAB retail products Credit cards, Insurance products, Quick Biz Finance and loyalty programs for home loan customers.
• NAB employee rewards marketing strategies to drive engagement and retention.
• Launched new Aware Super brand, segment campaigns to drive engagement and retention and employee brand rollout.
• NSW Treasury Corp brand strategy overhaul.
• Launched new brand campaign for Essential Energy.

Responsibilities

• Re-launched brand in AU, brand architecture and D2C product suite including leading business case and delivery team to implement new digital website consolidating 7 sites into one digital platform for all customers.
• Managed advertising strategy (all markets).
• Developed new customers segmentation model to drive strategic alignment across 7 business units - driving a new customer-led business planning approach.
• Work closely with agencies (creative and media), external suppliers, budget responsibility
• Led team of 5 plus agencies and digital.

Achievements:

• Provided strong leadership and change management protocols to drive a high performing team culture.
• Managed brand repositioning with influencing at CEO team level
• Conducted stakeholder, client workshops
• Lead major brand architecture, identity change and market re-launch.
• Developed digital strategy, built consolidated website from multiple product/business sites, into one single public site.
• Crisis management through Global Financial Crisis - emergency customer communications.
• Appointed new creative agency and media agency to drive and leverage marketing opportunities.

Achievements

• Managed marketing launch of Vitality rewards and wellbeing program in the UK market.
• Managed construction and development of digital CX, liaising with South Africa-based development team Discovery.
• Managed PR and launch events in London.

Responsibilities:

• Manage brand strategy, brand CVP development, advertising.
• Develop advertising strategy to adviser and consumer audiences.
• Manage product marketing integrated campaigns.
• Manage marketing/media budgets, agency relationships.

Achievements:

• Managed Brand strategy repositioning from insurance to investment with significant increase in investment brand tracking measures.
• Led “Power of Brand” workshops and presentations to drive positive brand change.
• Conducted market research to inform data-driven decision-making in the development of targeted ad campaigns.