Bec Bailey Email & Phone Number

Melbourne, Vic, Au

Melbourne, Victoria, Australia

Melbourne, Australia

Melbourne

In this role I led the overarching IndustrySuperFunds joint marketing campaign strategy development and implementation for Industry Super Australia (ISA), which is a research and advocacy body who manages collective marketing, public relations and government relations programs on behalf of a number of industry super funds, with the objective of maximising the retirement savings of members. I guided strategic discussions, developed annual marketing plans, delivered campaigns, reviewed results… Show more In this role I led the overarching IndustrySuperFunds joint marketing campaign strategy development and implementation for Industry Super Australia (ISA), which is a research and advocacy body who manages collective marketing, public relations and government relations programs on behalf of a number of industry super funds, with the objective of maximising the retirement savings of members. I guided strategic discussions, developed annual marketing plans, delivered campaigns, reviewed results, provided recommendations for campaign optimisations and led a small digital team.Key achievements:• Led SEM agency review through Trinity P3 then appointed and onboarded Initiative media agency which resulted in cost savings and an uplift in SEM performance. • Uplifted the well-known ‘Compare the Pair’ campaign to respond to changes in the industry, market and media landscape. A key highlight was establishing a ‘Compare the Pair’ branded on-screen, in-game comparison device as part of a national media partnership I negotiated with Network Seven which was featured in the Australian Open and the AFL.• Delivered the ‘Retirement Income’ campaign in April 2016 to educate members on the benefits of leaving their money with their super fund at retirement (rather than withdrawing a lump sum). Tracked ad awareness levels exceeded KPI’s, traffic to the campaign page exceeding expectations and the campaign received considerable positive feedback from members.• Delivered the ‘In Good Hands’ campaign in February 2015 to retain ISF members in an increasingly competitive market. After 6 weeks of activity, ad awareness levels achieved the long-term target and message takeout was clear.• Delivered the ‘Banks Aren’t Super’ campaign in August 2015 to retain employers who have their workplace default super with an Industry SuperFund. Awareness among targeted business owners and decision makers of SMEs exceeded targets. Show less

In this role I managed all marketing communications for Australia and New Zealand, leveraging head-office assets (New York based). I used research insights to ensure that emails, event launches, website content, advertising creative and other marketing creative was locally relevant for Australia and New Zealand. I also managed PR agencies in Australia and New Zealand, including contract negotiation.Key achievements:• Developed clear processes with the New York based creative… Show more In this role I managed all marketing communications for Australia and New Zealand, leveraging head-office assets (New York based). I used research insights to ensure that emails, event launches, website content, advertising creative and other marketing creative was locally relevant for Australia and New Zealand. I also managed PR agencies in Australia and New Zealand, including contract negotiation.Key achievements:• Developed clear processes with the New York based creative team to brief, review and approve regional specific marketing activity which increased speed to market and contributed to cost efficiencies. • Managed the customer service experience at the 2013 Melbourne, Sydney and Perth events and 2014 Melbourne and Auckland events, overseeing the introduction of the Eventbrite online registration system which reduced maximum wait time at registration from 10 minutes to 2 minutes. Show less

In this role I managed integrated marketing communication activities for key client, Transport Accident Commission (TAC), across channels including TV, radio, press, digital, social, website, print, outdoor and experiential. Key responsibilities included all aspects within the management of the end-to-end campaign development process: from receiving the clients brief, to briefing creative, production and media teams, managing budgets, timelines and correspondence, through to dispatch and… Show more In this role I managed integrated marketing communication activities for key client, Transport Accident Commission (TAC), across channels including TV, radio, press, digital, social, website, print, outdoor and experiential. Key responsibilities included all aspects within the management of the end-to-end campaign development process: from receiving the clients brief, to briefing creative, production and media teams, managing budgets, timelines and correspondence, through to dispatch and performance assessment.Key achievements:• Delivered the ‘Ripple Effect’ campaign, highlighting road trauma victims’ stories. The campaign won numerous awards including ADFEST, AME, Cannes (Bronze Lion), Clio Award, D&AD, London International Award, MADC, One Show and Spikes Award.• Delivered the ‘Blood Oath’ campaign, asking young male Victorians to look out for their mates and make an oath to drive safely. The campaign received considerable free PR coverage.• Delivered the ‘Seatbelt 25th Anniversary’ campaign, using Essendon FC and Melbourne Victory to remind Victorian's of the TAC's leading role in road safety. The integrated campaign included ATL activity and BTL activity through regional event activation at the grass root level. Show less

In this role I delivered end-to-end marketing communication activities across a range of channels including TV, radio, press, digital, social, website, print and brochures. I wrote creative briefs, liaised with media agencies, presented recommendations to clients, managed budgets, developed and managed timelines, databases and quality control.A key achievements was delivering the Industry SuperFunds 'Bernie Fraser Reassurance' campaign, including a 2-minute TVC and media tactic to… Show more In this role I delivered end-to-end marketing communication activities across a range of channels including TV, radio, press, digital, social, website, print and brochures. I wrote creative briefs, liaised with media agencies, presented recommendations to clients, managed budgets, developed and managed timelines, databases and quality control.A key achievements was delivering the Industry SuperFunds 'Bernie Fraser Reassurance' campaign, including a 2-minute TVC and media tactic to create a 'roadblock' to ensure it was on each FTA channel at the same time to ensure members of an industry fund saw the message from the former Governor of the Reserve Bank during the GFC and felt reassured that their super was better off staying with their fund. Show less

In this role I managed the promotional event activities for key client, Diageo. I coordinated a team of 30+ promotional staff across Victoria, scheduled events, managed correspondence with venues and led staff at events.

Bachelor Of Arts / Bachelor Of Business (Marketing)

Monash Abroad Exchange Program

Monash Abroad Exchange Program, Nottingham Trent University, Nottingham, UK (2006-2007). I gained invaluable experience whilst studying.

Education record

Activities and Societies: Completed VCE at Sacré Coeur with Colours for GSV Sport and House Colours.