I am a Strategic Planner Specializing in Making Brands Meaningful

I am well-versed in all aspects of planning, including brand positioning work, consumer insight research, creative brief development, and in-market results analysis.

Freelance: May 2009 - Present

Freelance Planning

  • Project-based consulting at various New York agencies, including: Adrenaline (Flonase, Benefiber), Johannes Leonardo (Hoover, Dirt Devil, Google, Bacardi), Havas (Lysol, KY, Air Wick, Ritz, New York Life), Dentsu (Canon), o2kl (Guardian), Doremus (J&J, Owens-Illinois), R/GA (Nike, Weight Watchers), Laird & Partners (Gap, Hilton), AKQA (Medco), JWT (Microsoft Bing), KBS&P (Boiron), Euro RSCG (Lean Cuisine)

Euro RSCG: 2007-2008

Global Planning Director, London

  • Strategic lead in all aspects of global campaign development and maintenance for Air Wick, Mortein, and Cillit Bang

  • Liaised with international markets to guide on execution and campaign development/evolution

Key Achievements 

  • Responsible for Air Wick's global brand repositioning and development of new campaign work. Pioneered new positioning thinking on Mortein and Cillit Bang

Planning Director, New York

  • Strategic lead in positioning development and refinement

  • Strategic lead in all aspects of campaign development for US brand portfolio

  • Responsible for all aspects of consumer research, including developing research objectives, hiring research vendors, analyzing and interpreting data, disseminating and implementing results and key findings

  • Involvement in various brand development , new product development and idea generation initiatives

  • Conducted client training (in advertising philosophy and Euro RSCG beliefs and practices)

Key Achievements 

  • Led strategic evolution of global Veet positioning and brand campaign

  • Led strategic evolution of BAM (Cillit Bang) U.S. advertising campaign from purely functional brand benefit to higher order promise

  • Developed new Woolite strategy for the U.S. market

  • Developed strategy for Spray 'n Wash/Resolve name change

  • Developed strategy for Electrasol Canada which led to successful "Twice" campaign

  • Strategic lead in Comcast pitch

Deutsch, Inc., New York: 2004-2007

Senior Planner

  • Key player in all aspects of research - methodology and process recommendations, development of research objectives, vendor briefings, analysis/interpretation and dissemination of results

  • Responsible for creative brief development and subsequent appraisal of work across all disciplines

  • Trend analysis and presentation

  • Positioning development and refinement (including new products/sub-brands)

  • Pitch work (including presenting at pitch meetings)

  • New product development and idea generation

  • Strategic direction and modification for client websites

Key Achievements 

  • Instrumental in positioning evolution for Tylenol Upper Respiratory franchises - both adult and pediatric, Getty Images, Imodium, Revlon and Almay, Zyrtec

  • Instrumental in development of Imodium and St Joseph communications architectures

  • Instrumental in development of Zelnorm CRM program. Defined program philosophy, developed communications architecture, creative briefs by segment, helped guide creative development

  • Part of winning Effie team for 2005 (Zelnorm, Health Aids/Prescription Products category)

ACP Publishing, Australia: 1998-2003

Brand Manager

  • Responsible for achieving circulation and readership objectives through the design and implementation of each brand's marketing strategy

  • Marketing strategy included identification of key target market segments, trade marketing, product positioning, communication and media strategies, retail sales strategies, and direct marketing strategies

  • Strategy recommendations were designed to ensure maximum target reader involvement while achieving efficient use of allocated resources

  • Reporting and budget management

  • Management of communication between key internal and external stakeholders

Key Achievements 

  • Design and implementation of new direct marketing strategy for Australian Gourmet Traveller saw the subscription base grow by 30% YOY. This growth meant the magazine was reporting its highest ever subscription level in its 20 year history

  • Repositioning of WINE and Australian Table magazines. Both were repositioned to remain competitive in changing market environments. Australian Table was repositioned primarily to stimulate higher purchase frequency amongst food magazine consumers. WINE's repositioning involved a change to the magazine's mood and tone in order to achieve broader market appeal

  • Redesign of Australian Table's key bi-annual in-store promotion saw sales lift by a further 5% YOY making it the biggest selling issue in Australian Table's six year history

Advertising Sales Manager

  • Execution of advertising business plan to meet annual revenue objectives

  • Responsible for negotiation of advertising commitments with advertising clients (including selling run-of-book advertising space, sponsorships and special advertorial features)

Education 

  • University: Bachelor of Commerce, University of Sydney (majors: Marketing and Economics)

  • High School: Monte Sant' Angelo Mercy College, North Sydney