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Celina's Resume - Marketing Lead

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Celina Farrell

on 22 February 2015

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Transcript of Celina's Resume - Marketing Lead

Celina Farrell
ERP software
Loyalty | CRM
DEPTH
BREADTH
My variety of work experiences leads to a
of skills to apply to new situations
Multi Channel
Experience:
Case Studies
From Strategy to Execution
Celina
Farrell

Technology Skills
MS Office Suite
Google Suite
Multi Channel
Loyalty | CRM
Data Insights
Project Mgmt
BTL strategy
Segmentation modelling
Profiling
Loyalty campaign calendar
Multi Channel
Digital and ecommerce focus
High volume eDM campaigns
Personalised marketing
Automation
&
A RANGE OF EXPERIENCES
IN DIVERSE LOCATIONS
Word, Excel, Access,
Powerpoint, Outlook,
Notes, Visio,
Docs, Spreadsheets,
Presentations.

Who am I, beyond the resume?

: Equestrian, FEI Level Dressage
Sports
Arts

: Theatre, Movies, Live Music
What am I l king for?
An leadership position
focusing on
Multi Channel
Data Driven Marketing
A service oriented environment
that values innovation, efficiency, and growth
Opportunity to deploy skills in challenging projects on the cutting edge of digital marketing
Marketing Manager (Direct)

Achievements:
Increased customer engagement through
multi channel campaigns
and personalisation initiatives.

Tripled operating profit
over five years.
I look forward
to being in touch!

celina@maxemus.com.au
au.linkedin.com/in/celinafarrell
+61 2 417 130 194
Do you have thoughts about how my skills and aspirations might match your needs?
Turning insights into action.
Goal: Create a lead generation funnel
Target: Education and Professional Services SMEs
Solution: Automated workflow to assign tailored content
Campaign hook: How Inbound Marketing Can Grow Your Business
Touchpoints: eDMs, landing pages, website
eDM Personalisation: subject lines, imagery, copy, greetings and incentive
Call to action: Register for webinar & consult
Results: open rates over 72% (B2B), webinar fully subscribed, conversion to consults 1%

Tenacious in pursuit of goals
Proven leader with a proactive mindset
Effective communicator & collaborator
Creative, intelligent, & logical thinker
Highly organized with an eye for detail
Recognize & solve problems quickly
BI tools
SOUNDTRACK:
"The Intro" by The Xxs
Professional
Abilities

Through the course of my career I have gained lots of experience and knowledge from the diversity of roles I have worked in. It has broadened my understanding of business and deepened my multi channel marketing skills.
Responsibilities included:

Strategic planning, budgets & CAPEX
Develop and execute annual marketing plan
Drive digital innovation and customer uptake
Brand champion across all channels & agencies
Customer segmentation and profiling
Customer life cycle management
Acquisition, activation, retention & loyalty
Oversee content and creative
Develop personalisation and automation
Share actionable insights with stakeholders
Campaign OGSM
Customer segmentation & profiling
Personalisation & engagement
Project management
A/B testing - learn and evolve
Social media amplification
Data analysis & actionable insights

2014 MAXEMUS:
Inbound Marketing
Goal: respond to customers’ at the right time using the right channel
Target: new, lapsed, frequent, RPO variations
Touchpoints: DM, eDM, catalogues, website, phone, face to face, social
eDM Personalisation: subject lines, imagery, copy, greetings and incentive
Results: Improved marketing ROI with an increase in response rates from 15% to 23% (in most profitable segments)
2013 Scholastic:
Event Driven Marketing
2012: National Year of Reading
Australia's Greatest Reading Super Hero
• Goal: increase order frequency and basket spend
• Target: educators with low order frequency
• Campaign hook: Place an order on … to earn an extra $40 in rewards!
• Touchpoints: DM, eDM, catalogues, website, phone, face to face, social
• Personalisation: name, variable reward message
• Call to action: Place an order every Issue
• Result: Increased order frequency by 4.9% and revenue by 6.2%

2011 – Scholastic:
Spell Scholastic
• Goals: increase online orders and reduce costs
• Target: educators ordering by phone, mail or fax.
• Campaign hook: Order online for access to exclusive VIP offers
• Touchpoints: DM, eDM, catalogues, website, phone, social
• Personalisation: name, variable message based on order method and tiered incentive
• Call to action: Order online to access VIP offers
• Results: Increased number of customers ordering online by 18%, eliminating fax and significantly reducing mail.



2010 – Scholastic:
Increase Online Orders
Fleks is a child daycare organization in the southern part of the Netherlands with a turnover of € 9,5 mln annually, 240 employees and 18 sites. The result of the recovery was that an annual loss of € 500.000,- was turned around to a break even situation at the end of 2008 and a profit of
€ 300.000,- in 2009.
WANG
SAP
JDE
Music
: From classical to rock, though not everything goes
Education
Diploma Digital Marketing & Social Media
Fitzwilliam Institute

Bachelor Business (Marketing)
Newcastle University

AFAMI Certified Practicing Marketer
Australian Marketing Institute

Leading Change Program
Macquarie Graduate School of Management

Cognos
Power BI
SAP BW
Google
Analytics
Data Insights
Execute data tasks
Test, learn and share
Optmise revenue opportunities
Project Management
Project and change management
Engage and influence
CF lateral leadership
Publishing
Construction
&
Development
Education
Retail
Professional
Services
Digital Media
& SaaS
Australia
New Zealand
Singapore
India
United States
Canada
United Kingdom
Germany
Poland
2006-2011
Goals: increase public library foot traffic
Target: parents with young children
Campaign hook: Are you Australia’s Greatest Reading Super Hero?
Touch points: DM, catalogues, eDMs, PPC, mini site, website, physical, social
Call to action: Sign up for reading super hero challenge, participate in local library events
Results: over 15k families registered for challenge, eDM engagement above BMs, strong event attendance at library events
Budget Management
$35M+ P&L
NZ Leadership responsibility
B2C Audience: Parents
B2B Audience: Education
112M catalogues pa
+ eDM, web, social
73% open rate
2.3M catalogues pa
+eDM, DM, web, social & sales
P&L: $35M+
Team: 25
2012: Scholastic
Hunger Games
Goal: increase retail sales of The Hunger Games trilogy
Target: adults, YA, parents of tweens
Campaign hook: May the Odds Be Ever in Your Favour
Publicity/consumer awareness campaigns: social media, PPC, mini-site, advertising, sampler distribution, cinema advertising
Retailer promotions: exclusive content, merchandise, teasers, competitions, POS and exclusive promotions for key partners.
Results: Exceeded sales forecast by 18% for Hunger Games Catching Fire movie tie-in products
Balanced demands of retailers, prioritising competing priorities
Successfully sought stakeholder and third party approvals for all marketing activities prior to sign off
Goal: Tailored local marketing for franchises
Target: Trades
Solution: create highly customisable marketing materials in combination with learning resources, empowering franchisees to identify and take advantage of opportunities in their local environment
Marketing materials: website, web directories, PPC, SEO/SEM, corporate identity, eDM, newspaper advertising, uniforms
2014 MAXEMUS:
General Trades
114M Catalogues pa
+ Multi Channel
ON TIME
ON BRAND
ON BUDGET
Full transcript