Catalina Wilkinson

Catalina Wilkinson Email and Phone Number

Brand Manager @ Farro
Auckland, NZ
Catalina Wilkinson's Location
Auckland, Auckland, New Zealand, New Zealand
About Catalina Wilkinson

Mining compelling data to support business cases, developing strategies, leading change & people are all a part of how I like to work. Combining the gritty with the pretty enables me to deliver on-brand transformations with the whole team on the journey.MY PROFESSIONAL EXPERIENCE working at some of Australia & New Zealand’s most iconic retailers (TheMarket, Air New Zealand, Sheridan, Cue, Veronika Maine, Witchery and The Warehouse) as well as completing my Master’s of Business has given me a broad & detailed knowledge of retail & eCommerce business management. Leading both established companies and start-ups; team training & mentoring; engineering SEO, SEM, CRM & loyalty strategies; optimizing webshoots, marketing plans, dispatch operations, customer service; project managing web & UX development; paid & unpaid social, blog, influencer, Google Search, Google Shopping, retargeting & affiliate marketing; forecasting, data analytics, reporting, tracking budgets & P & L; managing easy & difficult stakeholders; & all the rest that goes into making a great business.KEY STRENGTHSPASSIONATE LEADERSHIP: Significant change & growth is business as usual in retail. As I am responsible for leading a lot of change, being able to engage & inspire everyone from senior management, my direct reports, other collaborating teams all the way to floor staff by taking them on the journey has been imperative for achieving business objectives quickly. It makes everything more fun too.ACTIVE OVERSEEING: Managing people, process & projects by setting clear goals & objectives without micromanaging but being close at hand so that when something goes awry, it is easy to course correct. Empowering people to learn & advance themselves.MBA QUALIFIED: The completion of my master’s has given me access to world-class frameworks for multiple disciplines and functions. International Business paper let me conduct a feasibility study for Wellington brand, Yu Mei, and its potential to expand into Taiwan and Asia. My thesis enabled me to explore how user generated content can improve engagement with a marketplace. Additionally, the strategic management and leadership components have given me the tools necessarily to navigate complex situations and ever-changing global markets

Catalina Wilkinson's Current Company Details
Farro

Farro

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Brand Manager
Auckland, NZ
Website:
farro.co.nz
Employees:
346
Catalina Wilkinson Work Experience Details
  • Farro
    Brand Manager
    Farro
    Auckland, Nz
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  • San Margo
    Managing Director
    San Margo Sep 2024 - Present
    Mangatawhiri, Auckland
    Coming soon
  • The Unimpossibles
    Editor In Chef - Blogger & Influencer
    The Unimpossibles May 2014 - Present
    Www.Theunimpossibles.Com
    Founder of the lifestyle blog dedicated to clean eating, travel, fashion, interviewing successful people and all things lifestyle. A content marketing platform including content creation on-site and on social media, liaising with marketers and brands on the influencer side as well as ghostwriting and freelancing for brands on their behalf.Freelance consulting on eCommerce strategy, marketing strategy, social media strategy and content creation.I have travelled Europe, Bali and NZ working with some of the worlds best hotels and resorts including Sofitel Manila, El Palauet Barcelona, Med Sailors Croatia, Busabout La Tomatina, Sharing Bali and The Royal Purnama Bali.I have featured product for some of AU and NZ’s most premium brands and cafes such as Frank Body Scrub, Hello Hair, Top Paddock, Matcha Maiden, PP Studios, LifeWithBird, Renault, Witchery, Mimco, Pressed Juices and Lululemon. I enjoy working with smaller niche business's who align with my values.I have interviewed some of AU’s best small business minds such as Sarah Holloway (Matcha Maiden), Lisa Messenger (Collective Hub), Pana Barbounis (Pana Chocolate), Poppy Lane (Pop & Scott), Lisa Teh (Couturing.Com), Erika Geraerts (Willow And Blake / Frank / Little Big Sugar Salt Café).
  • Smith & Caughey'S
    Chief Omnichannel & Digital Officer
    Smith & Caughey'S May 2023 - Sep 2024
    Auckland, New Zealand
    Reporting to the MD/CEO this executive leadership role is responsible for the end-to-end omnichannel experience, through technology, product, design, data and insights, trade, planning abd overseeing the marketing and online teams.- Set up the Omnichannel transformation project and OKR framework to achieve the company vision- Prepared and conducted RFP to bring omnichannel capability into best practice- Introduced new omnichannel strategy and supporting planning practices- Optimised the P&L to drive cost savings and increase revenue, decreasing costs by 25% and increasing revenue YoY +6%.- Recruited key positions to bring external agency work inhouse and developed existing team's capabilities- Expanded revenue streams for the business across multiple areas- Created Brand Framework in preparation for a brand refresh, supported by a comprehensive customer survey and other data insights.
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  • Themarket.Com
    Gm Of Themarketing
    Themarket.Com Jun 2021 - Apr 2023
    Auckland, New Zealand
    Reporting to the CEO this position is on the leadership team working with the GMs of Finance, Merchandise & Customer, Tech, Logistics and Experience. Responsible for monthly board reporting and attending board meetings. Responsible for budget planning, allocation and tracking for channel $10m+ marketing budget across all channels, consistently improving ROAS and ROI each year on year.Built, up-skilled & lead a team of 20+ data-driven marketers across SEM, SEO, social, TVC/OOH, retargeting, brand & brand tracking, affiliates, partners, design studio & in-depth analytics. Developed team's leadership & technical skills driven by a growth mindset. Marketing activities grew TheMarket’s Awareness to 84%, Consideration to 73% & Brand Love to 44%.Responsible for financial planning & reporting on the top-down forecast of company-wide traffic/average order value/conversion needed to achieve sales target & opportunity/gap risk & mitigations on a daily, weekly, monthly, quarterly & year level.Helped grow business to $100m+ GMV, including growing TheMarket.com to $84m in GMV and 39m sessions in FY22. Delivered a detailed marketing strategy & initiative plan to get to TheMarket’s FY25 goal including defining & prioritising the martech pipeline & path to profitability.Scoped, project managed & launched new revenue streams such as monetisation of traffic & merchant-funded marketing on & off-site, which at its full potential would provide tens of millions in EBIT.Managed collaborative marketing partnership program with key merchants/brands. Responsible for accessing, onboarding & managing existing & new agency/vendors partners for brand platforms/above the line & other platforms.
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  • Themarket - Nz'S Best Curated Marketplace
    Head Of Digital Marketing
    Themarket - Nz'S Best Curated Marketplace Mar 2020 - Jun 2021
    Auckland, New Zealand
    Managing the Digital Marketing team (3 DRs). Responsible for driving traffic and engagement. Strategy formulation and execution for paid search, affiliate networks, retargeting, paid and organic social media, influencers, blog content, PR and data insights.
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  • Themarket - Nz'S Best Curated Marketplace
    Head Of Content
    Themarket - Nz'S Best Curated Marketplace Mar 2019 - Mar 2020
    Auckland, New Zealand
    Managing the Content team (3 DRs). Responsible for delivering engaging content. Complete strategy formulation for organic social media, influencers, blog content and data insights.Responsible for launching TheMarket.nz - The Warehouse Group’s most successful event for press coverage. Defined key personas and customer profiles for consumer targeting.Recruited and managed 100+ influencers growing TheMarket’s social following to 19k in 7 months.Curated 500 SEO enriched blog posts covering focus merchants and categories.Developed key channel reports to monitor and optimise channel strategy.Directed Performance Squad to turn around digital marketing channels with the goal of 3x ROAS by end of Q4.
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  • Air New Zealand
    Online Loyalty Manager - Airpoints Store & Airpoints Mall
    Air New Zealand Jun 2018 - Mar 2019
    Auckland, New Zealand
    Managed the replatform of the Airpoints Store, (Air NZ rewards redemption eCommerce platform) and Airpoints Mall (Air NZ eCommerce reward earning platform) as well as a complete overall of the end-to-end processes that support those online businesses.This included overhauling the marketing strategy; business cases for payment types; developing personalisation and AI functionality; Ad hoc analysis; Re-contracting and training 100+ dropship suppliers on the new system; Developing new packaging; Setting new process and SLA standards; Managing profit structure; Overseeing UX & design; Product gap identifications and sourcing and onboarding 100 new merchants; Managing complicated inter-department dependencies; Executing in line with Air New Zealand’s brand strategy.
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  • Sheridan - Hanes Brands Australasia
    Head Of Online (Inc. Crm)
    Sheridan - Hanes Brands Australasia Nov 2016 - Jun 2018
    Ultimo, New South Wales, Australia
    Responsible for the eComm team (6 direct reports) using data insights to overhaul the entire website, SEO, paid marketing, CRM & loyalty strategies.Grew online +34% YOY from 18% to 21% of sales and surpassed sales budget targets by 1%.Strategised and project managed the website upgrade to accommodate the launch of Studio (homewares, rugs, made to order furniture & wallpaper) to update the website style guide & best UX across new categories. This multi-stage roll out included UX & SEO optimizing product pages, category pages, top nav & soon the homepage & checkout to be on brand & best practice to increase site conversion and sales.Increased SEO by 80% with new targeted keyword search engine optimization strategy and technical updates.Used in-depth data analysis to identify database issues to create & implemente the ‘Acquire, Inspire & Engage’ strategy to optimize CRM, loyalty & paid marketing strategies across all funnels. Grew both databases +66% and +45% and increased eDM & attached loyalty sales from 30% to 65%. Increased social revenue by 34%. Introduced CRM journeys to encourage first shop, multi-channel shop, basket size
  • Comme.Co
    Founder
    Comme.Co Aug 2015 - Jun 2018
    Melbourne, Australia
    comme.co is a wholefoods company with its first product being Activated Coconut Charcoal. Managing everything to do with operating an online store from product and packaging sourcing, P&L, marketing, design, photography, liaising with customers, wholesalers and product seeders as well as end to end website development and online operations such as dispatch and handling paypal payments.We work in collaboration with likeminded influencers and brands to grow an authentic comme.unity and celebrate all the awesome things small brands and people are doing.
  • Witchery Fashions Pty Ltd
    Online Operations Manager
    Witchery Fashions Pty Ltd Oct 2013 - Jul 2015
    Melbourne, Australia
    Head of operations overseeing social media, performance marketing, online operations, analytics, development strategy, SEO and project management. Responsible for website developments (scoping/wireframe and design feedback/implementing/testing opportunities), stakeholder management with many different internal departments such as retail operations, store operations, planning, design, legal, executives, marketing, group UX & SEO, group logistics and external parties to manage and implement change, as well as taking them on the online journey.Some highlighted achievements include:Audited all social and performance marketing channels and rolled out an on-brandgrowth strategy (previously in the PR/marketing RMIT) which resulted in increased followers (+193% Insta, +46% FB), engagement (+201% likes, 210% comments Insta), a better ROI for all channels, a 114% in increased revenue and an $4.4m in additional revenue for the new channels.Project managed the addition of 90 new stores onto the in-store dispatch program (total 130) which contributed an additional $13m in revenue for FY15, approx 55% of online sales and 56% on the year and smashed budget by 17%.Increased dispatch time at the warehouse.
  • Witchery Fashions Pty Ltd
    Digital Analyst
    Witchery Fashions Pty Ltd Jun 2012 - Oct 2013
    Melbourne, Australia
    Key responsibilities:- Weekly sales reporting- Project management of key initiatives such as in-store dispatch- Adhoc analysis to identify any areas of opportunity on the websiteAchievements:-Project managed the roll-out of dispatching online orders from stores. At the end of 2013 we launched to 38 stores in AU and NZ contributing to online’s 75% growth YTD.-Contributed to 160% growth in the last two and a half years whilst going through two major platform upgrades as well as the complete roll over on to Country Road’s systems. -Developed and automated a comprehensive suite of reports for deep dive analysis and actioning learnings. This includes a weekly dashboard to quickly highlight achievements or areas of concern KPIs to executives. Supplementary reports include a comprehensive budget report, class analysis report, source report and an EDM report.-Increased conversion on PC, tablet and mobile by implementing imagery changes on product and category pages.-Implemented navigational enhancements increasing traffic to some under performing categories by approximately 50,000 page views per week well as contributing to sales growth for those categories of 115% year on year.
  • Witchery Fashions Pty Ltd
    Online Adminstrator/Analyst
    Witchery Fashions Pty Ltd May 2011 - Jun 2012
    Melbourne, Australia
    Key responsibilities:- Weekly sales reporting- Management of web content- Front end testing and development- Management of third party clearance channels such as eBay and OzsaleAchievements:-Wrote several macros to convert data resulting in a streamlined upload process for web content. This reduced multiple repetitive but necessary tasks from 15 people’s workloads and saved around 32 hours of work each month.-Implemented several upgrades on the front end of the website including new fields for information such as fabrication, measurements, care instructions and multiple images.-Developed processes to manage the web shoot cycle meaning 100% of stock in the warehouse was shot for web - estimated to be only 60-70% previously. More stock on the web contributed to the 104% increase in revenue that year.-Heavily involved in the process of new developments to the website such as transitioning to an automated process. Identified and solved numerous issues during testing maximising the new systems capabilities.-Minimised backorders by establishing new procedures for processing orders.
  • The Warehouse Ltd
    Buyers Assistant For Infantswear And Boys Aged 3-7
    The Warehouse Ltd Jun 2010 - Feb 2011
    Auckland, New Zealand
    Maternity contact role.Key responsibilities:- Preparing product for tenders by coordinating samples, 
photographing, sending specification sheets and costing analysis. - Managing the sampling process from labdips to production.- Raising purchase orders and followed up on delivery status.Achievements:-Contributed to the highest growing product category and achieved year on year growth of 30% and achieving budgets.-Analysed the range’s sales performance and reported on key learnings and recommendations for the upcoming buy to capitalise on any areas of opportunity.-Improved processes for sampling and filing.
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Catalina Wilkinson Education Details

Frequently Asked Questions about Catalina Wilkinson

What company does Catalina Wilkinson work for?

Catalina Wilkinson works for Farro

What is Catalina Wilkinson's role at the current company?

Catalina Wilkinson's current role is Brand Manager.

What schools did Catalina Wilkinson attend?

Catalina Wilkinson attended The University Of Auckland, The University Of Auckland, The University Of Auckland, Auckland University Of Technology, Auckland University Of Technology, Australian Institute Of Management, Australian Institute Of Management, Futurist Dave Wild, Mckinsey & Company.

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