Group Head of Marketing

Dates: Mar 2015 – Jan 2016     

Company: Foundation Education Group (The Australian Institute of Personal Trainers and Foundation Education)

My role at Foundation Education Group was created to develop and implement the strategic and tactical marketing plan and systems for 2 brands - The Australian Institute of Personal Trainers and Foundation Education. I was responsible for a $20 million budget, a 15-person team, and lead and revenue targets equal to 80% of the Group’s EBIT targets.  I was also part of the Senior Leadership Team reporting directly to the CEO.

Foundation Education Group Key Achievements Snapshot:

  • Evolved and structured the marketing department from a small team to a strategic, self driven business unit of 14 marketing professionals with a shared service facility for both brands
  • Successful crisis management of AIPT’s website migration error instigated in February 2015. Achieved reversal goals 2 months earlier than expected and improved the e-commerce function of the website
  • Achieved 71% growth in revenue and lead targets in 6 months for Foundation Education. 80% of leads generated were through strong, integrated digital campaigns
  • Implementation of lead nurturing and marketing automation system, refreshed website systems and digital marketing and governance framework
  • Implementation of data-driven SEO, SEM and content strategies that produced outstanding results
  • Successfully established a professional marketing framework for the group

Brand & Marketing Key Achievements

  • Developed and managed the growth of key student 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
  • Lead the integration, tracking and sales strategies for closing marketing generated leads in conjunction with the Sales Team to ensure full sales attribution and tracking for all campaigns
  • Developed and launched a local area marketing toolkit to enable cost-effective rollout of localised and customised material for the network to leverage and build the brand at a local level
  • Managed the launch of 36 new products, including the Diploma of Nutrition

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
  • Successful crisis management of the VET Fee-Help focus by the media and government
  • Implemented and oversaw the production of regular publications, newsletters and staff communications
  • Successful signing of brand ambassador to provide promotion and e-learning assets for the Diploma of Nutrition - Dr Joanna McMillan

Events Achievements

  • Reviewed and refined national events plans to deliver significant uplift in revenue and sponsorship