Head of Marketing

Dates: Apr 2013 – Mar 2015

Company: Careers Australia

My role at Careers Australia evolved from the National Marketing Manager to Head of Marketing in a 12-month period. I was tasked with developing and implementing Careers Australia’s strategic and tactical marketing plan for domestic and international markets. I was responsible for an $8 million budget, a 13-person team, and lead and revenue targets equal to 50% of EBIT targets.

Careers Australia Key Achievements Snapshot:

  • Evolved and structured the marketing department from a small team to a strategic, self driven business unit of 13 marketing professionals with a shared service facility across domestic, trade and international units of the business
  • Conducted an inside out 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
  • Rebuilt and relaunched the Careers Australia e-commerce website featuring unique and leading edge functionality for the education sector
  • Launched an Alumni platform that boasted 5,000+ members
  • Development of the Careers Australia manifesto - https://vimeo.com/118771197
  • Developed and commenced the implementation of a three-year strategic and tactical marketing plan to enhance brand awareness and lead generation.
  • Successfully implemented a multichannel marketing campaign using detailed customer profiling, data and research that saw exponential revenue growth, increased website traffic by 671% and a 92% increase to the national call centre
  • Wrote the submission for ‘Large Training Provider of the Year’ for the Queensland Training Awards, which ultimately won the award in 2014.

Brand & Marketing Key Achievements

  • Conducted an inside out brand review and brand relaunch in 12 months to reposition Careers Australia as “The fastest way to a better job” and provided a strong internal cultural platform to deliver alignment between what we ‘say’ and what we ‘do’
  • Delivered an industry leading new website in line with the new Careers Australia brand and positioning
  • Undertook process mapping to identify and implement improvements in the value chain and align with the new company brand promise of “opening doors to new possibilities in work and life”
  • Initiated a testimonial program to tell and sell the Careers Australia story to new and prospective students utilising the ‘free’ talent of real students through documentary style stories
  • Launched a company wide research program to track, measure and report the performance of all external brand building activity, staff satisfaction and student satisfaction ongoing
  • Developed and managed the growth of key student acquisition campaigns utilising key channels aligned to our target marketing and drove best practice ROI to accelerate growth in key segments across a broad range of products and offers (B2C, B2B, international and commercial)
  • Lead the integration, tracking and sales strategies for closing marketing generated leads in conjunction with the Customer Engagement Centre to ensure full sales attribution and tracking for all campaigns
  • Developed and managed multiple sponsorship properties and activated programs for leverage and brand exposure at industry events
  • 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 a robust digital and social media strategy that resulted in a 600% increase in enrolments from the channel
  • Managed the launch of three new products (Human Resource Management, Warehousing and Early Childhood Education & Care)
  • Project stream owner for the acquisition and integration of Kings Unitech into Careers Australia

 Customer Engagement Key Achievements

  • Successfully created a Customer Experience and Engagement team in Careers Australia whose sole purpose was to ensure the happiness of each student
  • Mapped out the student journey from first touch point through to advocacy and created a framework to improve acquisition and retention
  • Created and implemented a ‘Job Readiness’ program that consisted of a series of 6 courses developed to help with CV writing, job interview skills and overall confidence
  • Developed a student loyalty program called ‘Motivate’ which rewarded students as they completed their course and undertook extracurricular activities

 PR & Communication Achievements

  • Developed and implemented a strategic corporate communications framework to rise above the traditional press-release nature of Careers Australia’s corporate communication
  • Secured influential meetings with key business and education journalists to tell and sell the Careers Australia story
  • Implemented and oversaw the production of regular publications, newsletters and staff communications implemented and regularly communicated to all staff
  • Secured key media at significant events including Education Minister Hon Christopher Pyne and other dignitaries

Events Achievements

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