General Manager, Marketing

Date: Mar 2017 – Current

Company: Infocus Wealth Management

My role as General Manager, Marketing is responsible for developing and executing the business’ marketing strategy, developing and executing on product and service marketing plans, co-ordinating and directing resources for marketing projects, overseeing the delivery of daily marketing and marketing communication deliverables across both B2B and B2C interfaces (web, social media and offline), stimulating demand for corporate initiatives, delivering local area marketing support for the network of Infocus offices, market research, events and PR, as well as monitoring, analysing and reporting on marketing performance.  I am also part of the Senior Leadership Team reporting directly to the CEO and liaising with the Board.

Infocus Key Achievements Snapshot:

  • Evolved and structured the marketing department from a small team to a strategic, self driven business unit of marketing professionals
  • Conducted a complete brand review of the company resulting in a robust cultural platform and strategy for alignment to launch a refreshed brand approach and new company positioning
  • Developed a new client facing website, digital marketing and governance framework that commercialised the marketing team function
  • Implementation of data driven SEO, SEM and content strategies that produced a 3000% increase in new client acquisition
  • Developed and commenced the implementation of a three-year strategic and tactical marketing plan to enhance brand awareness and lead generation
  • Successfully established a professional marketing framework for the group
  • Improved employee engagement from an average of 60/100 to 90/100 across consistent quarters

Brand & Marketing Key Achievements

  • Developed and managed the growth of key client acquisition campaigns utilising key channels aligned to our target customers and drove best practice ROI to accelerate growth in key segments across a broad range of products and offers
  • Developed and launched a local area marketing tool kit to enable cost effective roll out of localised and customised material for the network to leverage and build the brand at a local level
  • Developed an effective Alliance Partnership program to leverage all product, platform and financial partnerships

PR & Communication Achievements

  • Developed and implemented a strategic corporate communications framework to rise above the traditional press-release nature of the Group’s corporate communication
  • Implemented and oversaw the production of regular publications, newsletters and staff communications

Events Achievements

  • Reviewed and refined national events plans to deliver significant uplift in revenue and Alliance Partner sponsorship
  • Successful management of the annual adviser conference securing keynote speakers John Howard and Ben Roberts-Smith
  • Achieved 100% of key attendance KPI’s for all events