Wendy McElroy
Sydney,NSW
Summary
Results-oriented marketing professional with solid experience in developing and implementing marketing campaigns. Focused on team collaboration and fostering strong relationships with agencies and stakeholders to deliver successful marketing initiatives.
Overview
28
28
years of professional experience
Work History
Marketing Projects & Automation
Alison Online Learning
11.2022 - Current
- Oversee email automation for B2C and B2B audiences, with the primary goal of increasing revenue and enhancing the user experience
- Collaborate with product owners to automate marketing efforts, support product releases, and drive usage
- Analyze data, implement optimisations, conduct A/B tests, and report on impact
- Manage the Online Graduation Ceremony project, including event setup, marketing coordination, performance reporting, and communication
- Key Achievement: Overhauled the onboarding journey for new learners, leading to a 22% revenue increase in the first three months
- Key Achievement: Established a reporting framework for measuring optimisation impact, resulting in reduced costs and improved data usability
- Key Achievement: Created the processes and platforms to invite 30,000+ diploma graduates per month to an online ceremony. This gives Alison a unique competitive edge over Udemy, Coursera and other online learning platform, none of whom offer their learners a graduation experience.
Product Marketing Manager
Alison Online Learning
01.2021 - 10.2022
- Develop a Course Marketing Strategy across paid media, organic social, and email channels to increase revenue and reduce costs
- Create a coordinated approach to campaign planning across multiple channels
- Use data to identify profitable courses in various regions and devise marketing tactics to capitalise on top performers
- Key Achievement: Achieved an 83% increase in sessions within three months of launching the Course Marketing Strategy
- Key Achievement: Implemented a framework for integrating marketing communications, resulting in consistent messaging and design across channels
- Key Achievement: Reduced marketing costs by optimising and batching design briefs and creating templates for social and email content
Digital Campaign Manager
Old Mutual Limited
05.2015 - 04.2019
- Manage digital marketing campaigns across the entire Old Mutual business, including unpacking requirements and articulating marketing objectives from business units, preparing agency briefs, executing media and creative strategies, and reporting on campaign performance
- Develop and execute integrated brand campaigns, ensuring aligned messaging across digital and traditional media
- Manage relationships with media, digital, and communication agencies for optimal performance,
- Key Achievement: Built a team of digital experts that became a Centre of Excellence for Digital Marketing and Media, working with Google and other media owners to enhance digital expertise
- Key Achievement: Served as the digital marketing lead for the launch of an industry-first fully digital product, significantly improving Old Mutual's competitive advantage
Senior Consultant, Digital Projects
Old Mutual Limited
06.2013 - 04.2015
- Led the Old Mutual App launch campaign, exceeding targets by over 300%
- Directed digital campaigns and activations for sponsorship properties, including major events
- Served as the digital lead on the rebranding campaign, ensuring alignment with the ATL campaign through extensive collaboration
Website Content Editor
Old Mutual Limited
05.2011 - 06.2013
- Managed the migration of the Old Mutual SA website to a new CMS, significantly improving navigation, design, content, and SEO
- Created and maintained a range of websites under the DO GREAT THINGS brand, growing the community to over 400,000 users
- Rebuilt the budget speech website with a focus on lead generation, resulting in a 302% increase in leads
Marketing & Programme Management
AUSGRID
01.2007 - 01.2009
- Developed and implemented educational campaigns to raise consumer awareness of energy-saving initiatives
- Created project plans for initiatives to reduce network load, including solar rebate programs
- Produced a suite of brochures on energy efficiency topics, managing all content, design, print, and distribution processes
Marketing Communications Manager
EnergyAustralia
01.2005 - 01.2007
- Managed direct marketing communications for the retail business, including targeted retention campaigns
- Redefined the primary communications tool, a bill insert mailed to 1.3 million customers, leading to a more customer-oriented approach
- Revamped IVR processes and messaging, improving customer experience and reducing call times
Internet Marketing Manager
EnergyAustralia
01.2002 - 01.2004
- Promoted to a newly created position serving as the subject matter expert for online marketing
- Drafted a comprehensive Internet Strategy approved at the board level, leading to significant platform upgrades
- Led a $1 million website redevelopment project to accommodate diverse business needs
Marketing Projects Manager
EnergyAustralia
01.1999 - 01.2002
- Managed direct marketing campaigns during energy market deregulation
- Developed a successful schools safety program adopted across 900 NSW schools
- Initiated an energy savings brochure and online tools that reduced call centre times
Marketing Coordinator
EnergyAustralia
01.1997 - 01.1999
- Played a key role in establishing the EnergyAngels Community Program, coordinating logistics and marketing efforts
- Collaborated with the Sydney Olympic Office on branding for Olympic-related projects
- Created leveraging plans for events, enhancing customer experience
Education
Diploma in Marketing Management -
IMM
Diploma in Advertising -
AAA
Marketing Manager Development Program -
Vega Business School
Certificate in Social Media -
Stellenbosch Business School
Certificate in Internet Marketing -
Graduate School of Business (UCT)
Certificate in E-Marketing -
ADMA (Australian Direct Marketing Association)
Certificate in Direct Marketing -
ADMA (Australian Direct Marketing Association)
Skills
- Marketing Strategy
- Campaign Management
- Analytics & Reporting
- CMS & CRM Integration
- Digital Marketing Technical Skills
- Stakeholder Collaboration
References
References Available on Request
- Gillian Loos
Digital Technology Project Manager - SSE ECS
www.linkedin.com/in/gillian-loos
- Pablo D’Costa
Marketing Creative Director - Alison Online Learning
www.linkedin.com/in/pablo-d-costa-51b2a673/
Skills Summary
- Strategic Marketing Leadership: Extensive experience in creating and implementing data-driven marketing strategies, resulting in significant revenue growth and cost optimization.
- Campaign Management: Proven ability to manage integrated marketing campaigns across digital, social, and traditional media, ensuring aligned messaging and high ROI.
- Stakeholder Collaboration: Skilled in fostering strong relationships with internal teams, media agencies, and external stakeholders to deliver successful marketing initiatives.
- Performance Optimization: Expertise in analyzing campaign performance, optimizing strategies, and reporting outcomes to support informed decision-making.
- Project Management: Successfully led large-scale projects, including website overhauls, app launches, and educational campaigns, delivering results on time and within budget.
- Technical Expertise: Proficiency in digital marketing tools, Excel, and content management systems to enhance marketing and operational efficiency.
- Communication and Creativity: Adept at creating compelling collateral, brand messaging, and innovative solutions to achieve marketing objectives.
Timeline
Marketing Projects & Automation
Alison Online Learning
11.2022 - Current
Product Marketing Manager
Alison Online Learning
01.2021 - 10.2022
Digital Campaign Manager
Old Mutual Limited
05.2015 - 04.2019
Senior Consultant, Digital Projects
Old Mutual Limited
06.2013 - 04.2015
Website Content Editor
Old Mutual Limited
05.2011 - 06.2013
Marketing & Programme Management
AUSGRID
01.2007 - 01.2009
Marketing Communications Manager
EnergyAustralia
01.2005 - 01.2007
Internet Marketing Manager
EnergyAustralia
01.2002 - 01.2004
Marketing Projects Manager
EnergyAustralia
01.1999 - 01.2002
Marketing Coordinator
EnergyAustralia
01.1997 - 01.1999
Diploma in Marketing Management -
IMM
Diploma in Advertising -
AAA
Marketing Manager Development Program -
Vega Business School
Certificate in Social Media -
Stellenbosch Business School
Certificate in Internet Marketing -
Graduate School of Business (UCT)
Certificate in E-Marketing -
ADMA (Australian Direct Marketing Association)
Certificate in Direct Marketing -
ADMA (Australian Direct Marketing Association)
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