Marketing Manager, Brand and Customer Acquisition @ Mortgage Choice
Marketing Manager - contract role @ Clearskincare Clinics
Marketing Manager @ SP Health Ltd
Masters, Marketing @
University of Westminster, London
With over 15 years experience as a brand marketer, I consider myself fortunate to have begun my career in the FMCG world with Alberto Culver and Bristol Myers Squibb working on some of the most exciting launches of hair care/colour brands, which saw me deep dive into researching consumer markets, monitoring market trends and identifying
With over 15 years experience as a brand marketer, I consider myself fortunate to have begun my career in the FMCG world with Alberto Culver and Bristol Myers Squibb working on some of the most exciting launches of hair care/colour brands, which saw me deep dive into researching consumer markets, monitoring market trends and identifying potential new products. It also taught me about cross functional team management, pricing strategies, and ideal names for new products (and some not so ideal!). Finally, it taught me how to produce 'go to market' marketing communication strategies on time and within budget.
I then continued on my marketing journey into the health/well being arena at Weight Watchers. This was a global brand on an amazing journey, and I was lucky enough to be involved in its rebranding and constant striving for innovation. For many years, I had the pleasure of working with strong and passionate individuals, who believed they could make a difference to the ever growing obesity issue. Through working with these, some clever agencies and by embracing new channels to market, Weight Watchers made it feasible for everyone to take control and transform their lives.
I continued this journey with SP Health, still knowing that my passion was helping to make it easier for people to start their own transformation journey.
Today, I know that my years of learning have made me a highly motivated, outcome focused and versatile marketer, with both B2C and B2B experience. I have a passion for developing brands and first hand knowledge of delivering the right message within a multi - channel consumer marketing environment. I have developed an eye for detail, but with a big picture outlook. I understand marketing mixes, pricing strategies, innovation etc etc but mostly I understand that working with passionate people ensures that a marketing vision can be achieved.
Marketing Manager, Brand and Customer Acquisition @ From August 2014 to Present (1 year 5 months) Marketing Manager - contract role @ Key Responsibilities
Responsible for the management of brand, creative and media plans and thus the creation of monthly campaigns to hit monthly KPIs for the business.
Responsible for the development of acquisition and retention based marketing campaigns through online and email tactics.
Responsible for 3 agency pitches including full RFP’s and brand briefs for creative, media and PR agencies.
Responsible for a full review on the brand website with the aim of increasing and enhancing the user experience thus increasing traffic, page visits, clicks and longer interaction.
Monitored and measured campaign/promotional offer performance, and took learnings for greater optimisation.
Developing and managing all PR and media contacts to gain maximum exposure in all media channels
Developing strategies and campaigns for email based campaigns, Facebook, twitter and other forms of online media for engagement and retention.
Managed team of 4, a PR Manager, designer, marketing asst and a customer service consultant. From December 2013 to April 2014 (5 months) Marketing Manager @ Responsible for leveraging the company’s platform by creating and executing demand generation marketing campaigns and strategies to grow existing business in Australia, UK, and Asia.
Advertising and Creative Development - lead development and execution ATL/BTL plus print and digital campaigns.
Management and direction of media and creative agencies, PR and content consultants.
Development and implementation of the digital marketing plan to drive customer acquisition and retention, focusing on delivering effective digital marketing initiatives across EDM’s, website, SEM, SEO, and social media.
Developed and managed key B to B relationships with strategic partners to ensure the successful growth of new products.
Managed team of 4, an Online Manager, PR Manager, designer and a customer service consultant. From September 2012 to October 2013 (1 year 2 months) Sydney, AustraliaSenior Marketing Manager @ Responsible for the Brand championing fully integrated campaigns across the various communication channels – ATL, BTL, Online and all internal communications so that only one ‘voice’ is heard in the marketplace that reflects the brand.
Development of strategy and implementation of brand communication with an emphasis on direct/digital marketing campaigns.
To drive enrolment growth & retention through the planning and deployment of all direct marketing strategies throughout the business (inc business lines: program, foods and publishing) utilising relevant channels and communication.
Identified insights requirements including local and international consumer segmentation projects, ongoing brand tracking and communication concept testing. Utilising insights to perform ongoing research to understand the factors affecting the weight-loss category, consumer trends, and product performance against competition to assist in building and executing campaigns.
Worked on a key project in 2011, which was to redefine and deep dive into membership database, to get a solid understanding of the customer lifecycle, and to create a newly defined CRM platform for engagement with members.
Management of brand, direct, creative and media agencies to maintain relationships and deliver campaigns, including negotiating of annual contracts, setting of annual objectives.
KOL and government experience and networking ability including groups like Diabetes Australia, Cancer Council. Also managed key relationships/stakeholders to engage and influence ensuring full brand integration.
. From May 2008 to December 2011 (3 years 8 months) Sydney, AustraliaMarketing Manager @ Responsibilities
To develop, implement and monitor ATL and BTL marketing campaigns aimed at driving enrolments and retaining members for the Weight Watchers portfolio in line with agreed company objectives.
Developed portfolio strategy and long term innovation plan to evolve Weight Watchers into the first choice brand for “Weight Loss and Management” and subsequently developed communication strategies for ATL and BTL activity from concept to post launch. Day to day management of brand creative and media agencies to maintain relationships and deliver campaigns.
Identified opportunities to partner with strategic alliances and create joint promotions that drive customer acquisition.
Develop, maintain and execute the annual Marketing Calendar.
Develop major on-pack cross promotion consumer promotions with major brands to drive acquisition for foods eg Nestle, Pura. From May 2002 to April 2008 (6 years) Sydney, AustraliaSenior Brand Manager @ Responsibilities
Responsible for assisting the delivery of the Hair Colour category budget and strategy for profitable growth, primarily focusing on brands Nice & Easy and Born Blonde. Portfolio in excess of $38 million retail sales with A & P of $9m.
Achieved fastest category growth rate with strong brand growth and improved profitability.
NPD and relaunched Born Blonde range with a $1M A&P budget.
Implementation of Category and Brand Plans including NPD project management.
Account management of key retailers and pharmacies of 2 key brands.
Work within agreed budgets, manage forecasts, monitored sales and expenditure.
Advertising/research/packaging/consumer promotion briefs/ implementation and evaluation. From September 2000 to May 2002 (1 year 9 months) Sydney, Australia
Digital Marketing Certificate, Digital Communication and Media/Multimedia, Certificate @ General Assembly From 2014 to 2014 Masters, Marketing @ University of Westminster, London From 1994 to 1996 Caroline Ashmore is skilled in: Integrated Marketing, Digital Marketing, Customer Insight, Marketing Management, Marketing Strategy, Marketing Communications, Segmentation, Direct Marketing, Digital Strategy, Brand Management, Email Marketing, Brand Development, Business Planning, Sales, Digital Media
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