Auriol Clarke Email & Phone Number

Melbourne, Vic, Au

Melbourne, Victoria, Australia

Responsible for leading strategic brand development, managing an internal creative studio and external creative partners.

Melbourne, Victoria, Australia

Responsible for rebuilding the brand of a peak accounting body, to restore trust following reputational damage. Reporting to the Executive General Manager of Marketing, within a marketing team of 60 across Australia and Asia, I built a brand and communications team, and put agency partners in place to transform the brand. I delivered a new brand strategy, including purpose, values and value propositions, and embedded it into the fabric of the organisation. I evolved the visual and… Show more Responsible for rebuilding the brand of a peak accounting body, to restore trust following reputational damage. Reporting to the Executive General Manager of Marketing, within a marketing team of 60 across Australia and Asia, I built a brand and communications team, and put agency partners in place to transform the brand. I delivered a new brand strategy, including purpose, values and value propositions, and embedded it into the fabric of the organisation. I evolved the visual and verbal identity system to be digitally durable and signal the change. I introduced brand governance and communications processes to manage and monitor brand health. Three years on the member satisfaction and brand trust were higher than they had been for four years.Achievements:Led end-to-end tender processes to select four new agencies across strategy, creative services, media and digital solutions, putting in place the right partners to drive the business forward.Launched a refreshed design language and brand voice to change perceptions of the brand and compete more effectively for the next generation of members.Designed and implemented an evolved brand governance model, including guidance and tools for visual design and nomenclature, and digital asset management system (DAM) to educate and inspire 500+ employees across global markets, driving efficiencies and consistency.Established best practice communications planning and implementation processes, to manage sensitive and confidential communications, including change and transformation communications and Board communications.Designed and delivered a brand training program for 200+ employees and agency partners as part of an ongoing engagement plan. Show less

Melbourne, Australia

National brand oversight for a not-for-profit supporting social and economic inclusion. Led a review of the brand architecture to reorganise the group of brands, defining their purpose and value propositions and driving equity in the parent brand.Achievements:Introduced best practice guideline creation, directing an in-house creative studio.Embedded strategic models and processes to govern the development of brand, marketing and content strategies.Steered the… Show more National brand oversight for a not-for-profit supporting social and economic inclusion. Led a review of the brand architecture to reorganise the group of brands, defining their purpose and value propositions and driving equity in the parent brand.Achievements:Introduced best practice guideline creation, directing an in-house creative studio.Embedded strategic models and processes to govern the development of brand, marketing and content strategies.Steered the creative direction of web redevelopment and brand refresh projects across the group to improve user experience. Show less

Melbourne, Australia

Joined the leadership team of a mid-sized brand and design agency, reporting to Founding Director, to oversee brand strategy and creative direction for key accounts. Worked collaboratively with the Creative Director to prepare pitch presentations to win new business, and maintained strong client relationships, proactively identifying initiatives to drive their businesses forward. Achievements:Delivered a review of the brand strategy for a key insurance client to stretch the… Show more Joined the leadership team of a mid-sized brand and design agency, reporting to Founding Director, to oversee brand strategy and creative direction for key accounts. Worked collaboratively with the Creative Director to prepare pitch presentations to win new business, and maintained strong client relationships, proactively identifying initiatives to drive their businesses forward. Achievements:Delivered a review of the brand strategy for a key insurance client to stretch the brand and reposition the organisation in the market, drawing on qualitative insights and key learnings.Redesigned the brand architecture for energy client, to manage a portfolio of brands following a merger.Worked with studio manager to schedule and manage briefs through the creative studio, ensuring work was delivered on time and with thorough quality review.Coached client services team in writing client proposals. Show less

London, United Kingdom

Managed the brand development for a global telecommunications company of more than 142k employees achieving €42 billion revenue. Deputy to Head of Brand, managing team of brand consultants plus internal creative studio and external creative agencies. Providing strategic brand direction and digital development for marketing teams in over 32 countries across Europe, Africa, Asia and Caribbean. Orange grew from a UK based mobile challenger brand in the 90s, to iconic status as a global… Show more Managed the brand development for a global telecommunications company of more than 142k employees achieving €42 billion revenue. Deputy to Head of Brand, managing team of brand consultants plus internal creative studio and external creative agencies. Providing strategic brand direction and digital development for marketing teams in over 32 countries across Europe, Africa, Asia and Caribbean. Orange grew from a UK based mobile challenger brand in the 90s, to iconic status as a global telecommunications giant and a case study in brand conception, launch and management. I led a number of country network rebrands as part of a global acquisition plan as the group expanded. After 20 years of growth and digital transformation, I helped design and execute a full strategic review of the brand to redefine its ‘why’ and reposition the organisation in the global market. Achievements:Significant time spent working in European and African markets, translating brand philosophy into local culture in a way that was relevant and engaging.Successful delivery of re-brands in Austria, Moldova, Armenia, Tunisia, Egypt, Jordan, Kenya and Uganda, providing end-to-end delivery of strategic gap analysis through to launch campaign.Collaborated with sponsorship teams and UEFA European Championships, Roland Garros French Open and Glastonbury Music Festivals to successfully engage youth markets.Launched one of the most famously effective loyalty initiatives, Orange Wednesdays, driving brand differentiation.Effective cross-functional leadership and stakeholder management for digital transformation projects, using user experience research and customer journey design to evolve the brand experience.Design and continuous improvement of digital asset management system (DAM) and interactive brand guidelines to build consistency across markets. Show less