Cathy Williams Email and Phone Number

Providing marketing, communications consulting & project management services. Working with industry bodies including the Kangaroo Island Industry & Brand Alliance & within the private sector. Enabling businesses & organisations to identify their unique brand story & translate these into marketing strategies that drive direct to consumer sales.Working with private sector to develop brand strategy, experience development, digitial & CRM strategy.Engaged by the Kangaroo Island Industry & Brand Alliance to undertake a Brand Cluster project working with discrete industry sector businesses to both understand their sector's contribution to our regional brand identity & to identify each businesses unique brand point of difference.

Throughout my experience developing Brand Kangaroo Island, the brand story behind The Islander Estate Vineyards became one I respected & wanted to become a part of. So I was thrilled to be offered the opportunity to return to making a measurable contribution to a small business.Initially engaged to assist in development of Islander Estate's first Cellar Door my role has expanded to encompass all things related to customer experience, from face-to-face relationships at our tasting room to digital platforms including online sales, wine club development, social and direct marketing channels, working with partners to collaboratively promote our special part of Kangaroo Island.To see the tangible contribution I make to the business & to spend my days talking to people about a brand story & product I am truly passionate about is a very satisfying experience.

The Kangaroo Island Industry & Brand Alliance was the Kangaroo Island region’s first true cross-industry alliance, formed with a vision to work collaboratively to promote the region to drive economic prosperity. As a career marketer with a passion for the region, the opportunity to lead the development of Brand Kangaroo Island was a dream come true.In the role, I led the development of the region’s brand positioning, designed to collaboratively market the region, nationally and internationally, via communication of the region’s unique brand stories. This challenging role involved the bringing together of an entire region to define their collective identity & connect this to the world's consumers. Based on this successful project, KIIBA’s collaborative focus extended to a range of additional economic projects designed to support the region in meeting its economic potential.Key achievements/outcomes:- Establishment of the Kangaroo Island Industry & Brand Alliance the first body bringing together all of the region’s industry bodies (included legal establishment, governance, business structures and project management);- Extensive stakeholder engagement and communication from State Government Ministerial to community level. - Development of the region’s collaborative brand identity, supported across the region’s industries and embraced by the region’s business (included brand framework; trademark; brand positioning and values; membership structure).- Design and implementation of regional marketing program to promote the region including design, digital, web design, social media and events.- Strategic lead and project management for a collaborative regional Social Media platform with high-performance outcomes (which went on to gain an audience in excess of 80,000).- Project management for a range of events to promote the region to national & international audiences.- Successful bid, management & acquittal of a range of state government grant programs.

The Kangaroo Island Futures Authority was formed by the State Government of South Australia to act as an advisory board to deliver economic, environmental and social sustainability and a viable and prosperous community; coordinate government service delivery to Kangaroo Island and increase the Island's social prosperity. Engaged by KIFA, I undertook a range of communications, engagement and industry support roles:- Act as on-the-ground community and stakeholder representative of KIFA.- Develop communications and engagement strategy recommendations on the establishment of KIFA.- Implement stakeholder, community engagement & consumer promotion events on behalf of KIFA.- Provide support to industry peak bodies, including the Kangaroo Island Food & Wine Assoc, in development of strategic plans and project implementation.- Successfully gain state government funding to support strategic industry projects.

The opportunity to work as a consultant & project manager in a regional environment provided an array of experiences working with industry based organisations, local government & small businesses, along with the chance to cut my teeth in community & stakeholder engagement. Projects included:- Engaged by Kangaroo Island Council to develop the Kingscote Airport Strategic Plan including communication and engagement across key industry & government stakeholder groups; aviation operators & local tourism industry. - Development of regional farm gate and cellar door guide to the region for Tourism Kangaroo Island including extensive engagement with regional industry.- Development of brand strategy & marketing plans for a range of local boutique food and wine businesses.

My role as National Marketing Manager for one of Australia’s largest transport companies provided me with experience in one of the most fast paced retail & price-driven industries in the country. I worked with a management team and network of 180 licensees nationwide to make our brand stand out in a highly commoditised category. Responsibilities included: - Strategic brand management & marketing communications development; channel planning & touch-point strategies – including above-the-line, digital and direct marketing.- Management & execution of all consumer communications campaigns – brand, tactical retail and sales promotion.- Consumer expertise, insight development & market segmentation.- Management of the National Marketing Team.- Review, selection & management of creative partners.

A sea-change gave me the opportunity to experience working within a boutique businesses environment as Marketing Manager and Cellar Door Manager for Kangaroo Island’s longest established boutique wine brand. Outcomes included:- Development of marketing & communications plans to trade, media and consumers.- Business planning for Dudley Cellar Door, KI’s premiere Food and Wine Tourism;- Development & implementation of customer loyalty & communication programmes;- Attraction of significant grant funding to expand the businesses tourism arm.

Saatchi & Saatchi is one of the world’s leading global communications networks & most highly regarded creative networks in Australia. Reporting to the CEO in the role of Group Account Director, I led strategic communications development for some of the world and nation’s leading brands. In my role as account lead I brought together multi-disciplinary strategy & creative teams together to solve client problems & drive business outcomes. Highlights of my time in this highly creative environment included:- Packaged good giant Procter & Gamble's Olay Skincare brand which we returned from a 5 year marketing decline to the number 1 skincare brand in the country, via new product development work, launching new to market brands & strategies to reinvigorate mature brand identities;- Australian health food giant Sanitarium managing category leading brands like Weet-Bix and So Good soymilk with involvement in campaigns which delivered unprecedented business results & campaign wins in both creative and effectiveness awards.- Account management of a range of other accounts from NSW State Government (NSW Lotteries), not-for-profits & retail giants such as David Jones and Vodafone.

At Young & Rubicam Adelaide I cut my teeth supporting clients including SA Tourism Commission, Mitsubishi Australia, National Dairies, Berrivale Orchards, SA Ambulance Service, BRL Hardy Wines to bring strategic marketing initiatives to life in a fast paced creative environment. Definitely the place I fell in love with the power of a team of people coming together to bring ideas to life.