Catherine Ferraro Email & Phone Number

Melbourne, Vic, Au

Melbourne, Victoria, Australia

Melbourne, Victoria, Australia

• Coordinating and executing large, integrated and strategic marketing campaigns aligned to segment, product and brand positioning. • Working with key internal stakeholders across product, sales, segment and channel to understand objectives, customer value propositions and deliver the right marketing program to achieve agreed goals. • Engaging creative, media and print agencies in developing effective communication messages delivered through the right media channel mix to reach the target audience.• Championing the organisations brand and identity across campaigns and communication channels. • Aligning marketing activity across multiple channels to optimise integrated campaigns. • Accountable for budget management of respective programs and striving to achieve efficiencies. • Measuring campaign performance across channel effectiveness, leads funnel management and looking for continuous improvement across each channel to drive the right commercial outcomes.

Melbourne, Victoria, Australia

• Leading the Australia Post Internal Lead Generation Program (Lifecycle Marketing Program), including:- Strategic planning, setting targets and planning member marketing activity to support the growth of Australia Post products and services, and to drive sales leads and revenue - Deciding the marketing approach and assets for program roll-out to gain greatest ROI- Owning and managing the budget, ensuring spending is tracked and aligned to key KPIs- Ensuring activity is costed, with estimates and invoices reconciled against budget- Delivering on revenue, expenditure and profit targets and tracking performance frequently- Working closely with agency partners to help drive all member marketing campaigns and continuous program management- Managing the Internal Lead Generation Program Mailbox, responding to member enquiries within 24 hours• Working closely with internal stakeholders, including Strategic Marketing, Local Area Marketing, Retail and Call Centres, supporting strategic marketing campaigns and broader Business & Government projects to help drive sales leads and revenue • Collaborate with and support the broader Business Government & International and Leads Verification Team with sales lead process, business-wide performance, and policies. This includes analysing data to create the Business & Government Leads Reporting for senior stakeholders. • Support broader Business & Government teams with lead generation requirements for upcoming campaigns, programs and events. This includes working closely with our data & digital teams on lead form creation, decommission and uplift, and briefing the Call Centre on upcoming activity and requirements • Maintain cross-segment relationships to better understand the needs of specific product sales and how they can best make use of lead generation and database analytics to drive their success

• Developing NBN customer segment strategies and value propositions in line with the overall Consumer Home plan, business priorities and Telstra brand guidelines/design principles• Developing and executing segmented, geo-targeted and localised NBN campaigns, working closely with key creative production and media agencies to deliver appropriate creative and choosing relevant media for each NBN target market. This includes advertising (TV, print, radio, digital, social), 1:1 activity, public relations and local/large scale events • Using customer segment insights to support the development and execution of NBN marketing campaigns, by commissioning and consolidating market research, competitive intelligence and segment data analysis with NBN Co and the Research & Insights team• Accountable for $1m media budget per marketing campaign, managing NBN Program quarterly budgets by tracking proposed allocation against financial targets whilst monitoring performance and ROI • Integrating information on business performance, customer needs and market trends to define gaps in NBN customer segments and market opportunities. This is to prioritise and achieve revenue targets and growth for the overall Consumer At Home category• Commercially driving NBN segments, ensuring opportunities are sized and prioritised, as well as ensuring marketing activities deliver on sales, market share and brand targets for the business.• Working across the entire marketing mix in driving Consumer Products, Pricing and Channels teams to deliver NBN segment specific offers for national and localised NBN campaigns• Establishing and maintaining effective working relationships with key internal and external stakeholders. Internal stakeholders include Product, Brand Marketing, 1:1 Marketing, Media, PR, Legal, Channels and RIA teams. Key external stakeholders include NBN Co and Production and Media agencies (CHEP, The Monkeys, Wellcom, Multiconnexions and OMD)

• Driving the development/build of new products, offers, campaigns and plans for the consumer NBN portfolio and ensure the launch of these achieves business case targets• Supporting the delivery of the NBN product commercial objectives and provide input into product trials and launch, financial forecasts and offers as required• Driving all projects to deliver a brilliant and enhanced customer experience• Becoming the NBN product expert able to identify ways to improve customer experience• GTM ownership of RMP/CCR initiatives relating to NBN product, offer and campaign delivery including managing associated governance processes to achieve timely sign off and delivery through the IT constructors within agreed budgets• Providing NBN Product & GTM leadership across multiple project teams• Partnering with the NBN Product, 1:1 Marketing and Channel teams in the execution of offers/campaigns to deliver best in class marketing communications in all current and emerging mediums

• Managing all bespoke CCAP submissions from external marketing agencies and Telstra Licensed stores (TLS) nationwide to ensure they meet product, brand and legal standards.• Supporting licensed stores nationwide with bespoke marketing pieces and Marketing Hub.• Providing business and retail insight into CCAP submissions to identify opportunities for improvement in Marketing Hub and general local marketing. • Liaising with the wider CMO and visual merchandising teams to ensure plans for in-store marketing are aligned and do not clash with monthly store campaigns.

Melbourne Area, Australia

• Provide implementation support to company owned and licensed stores nationwide for each promotional launch, including instructions for removing old point of sale.• Work closely with the VM & Retail Space Planning Managers and Space Specialist to ensure visual merchandising instructions are consistent with promotional strategy.• Prepare POS allocation sheets for branded stores and work with CMO to ensure accurate quantity of POS is available and scheduled for delivery.• Coordinate the fulfillment of general point of sale and store items (i.e. acrylics, bags, dummy handsets).• Provide a link between various Telstra departments, partners and external suppliers, involved in merchandising, print material and distribution.• Assist in the development of VM manuals and guidelines.• Identify opportunities for improvement and capitalise on Telstra consumer appeal.• Draft project schedules outlining all actions required for timely completion including rollout of POS and collateral.• Co-ordinate database updates for external suppliers in relation to distribution of POS and collateral.• Ensure that all stakeholders are fully aware of their respective responsibilities and requirements.

Melbourne Area, Australia

• Responsible for all NBN local area marketing, public relations, sales, order processing, and end-to-end customer experience for South Morang, Mill Park, Mernda and Bundoora residents using the Vanguard method. • Ensuring customers experience a seamless transition from the copper network to the NBN in South Morang, Mill Park, Bundoora and Mernda (brownfield) areas, ensuring all business decisions align with the company vision, mission and strategy. • Working with NBN subject matter experts on system orders, learning and understanding the relationship between Telstra’s internal and external back end and front end systems and the issues within to assist in resolving complex NBN orders. • Improving the system by identifying the conditions that hinder customer satisfaction, gathering supporting data and feeding this up the organisation, to enable business changes.• Extraction and analysis of data using type and frequency to understand the current use of our business systems and encourage executive level support for improvements. • Planning, testing and implementing local area marketing, promotions and events in South Morang, Mill Park, Bundoora and Mernda areas with the local Telstra retail teams, council and businesses. • Internal liaising with Telstra corporate IT, marketing, legal, retail, financial, service delivery and access seeker departments.• Working with executive and local leaders to develop and deliver official communications to the NBN teams around new methods of work and changes to the team and its system, processes and database. • End-to-end management of Telstra and NBN Co consumer customer complaints.

T-Life Store Greensborough

• Customer service/sales: Ensuring customers are dealt with in a professional, friendly and genuine manner, following up on customer orders, enquiries and sales, and general store management.• Updating store merchandising (including price tickets, price lists, posters, and floor demo devices) on the launch of monthly campaigns. • Achieving & exceeding store and individual sales targets. • Local area marketing planning and implementation (as set by Telstra national marketing).• Partner channel campaign management and product effectiveness.• Assist Administration Officer with tasks such as product repairs, returns and entering stock. • Product returns/ repairs/technical help.• Business and consumer account complaints and enquiries.• Train, assist, mentor, motivate and encourage new employees to learn company products/services, systems, targets, customer transaction surveys and customer service ratings.• Opening and closing the store, which includes end-of-day reports, contracts, banking, and returns.• ‘Effective Floor Management’ (EFM): Approach, greet and professionally introduce every customer to an appropriate customer advisor.

Monash University, Caulfield

• Assist ACRS research team with research projects: Secondary research via electronic database mining, research fieldwork (e.g. building online surveys, survey intercepts) and report writing. • National Event (including seminars) project management: Work with ACRS Marketing Manager and the ACRS calendar of events to assist with venue research and bookings, marketing collateral, marketing to contact databases and other lead databases, event registrations and associated logistics on event days.• Quarterly interstate data collection for research projects, including survey intercepts and mystery shopping. • Database management: Maintaining ACRS member database and affiliated databases to ensure details are correct, up-to-date and formatted correctly.• Publication assistance: Assist with writing, editing and publishing ACRS Retail Insights and Retail Trends monthly publications.• Website content management: Assist ACRS Marketing Manager with relevant and up to date content for the ACRS website, including event/seminar and research updates, as well as uploading whitepapers and secondary research report executive summaries.• Copy and content editing: Publications, research, reports, website.

Bachelor Of Business (Marketing), Business

Education record

Education record