Cathleya Buchanan Email & Phone Number

Sydney, Nsw, Au

Australia

Sydney, Australia

Marketing Director responsible for Strategic Marketing Strategy, Digital, Insights, Communications and Brand strategy across APAC (Australia, New Zealand, Philippines). Member of APAC Executive Senior Leadership team to drive day to day operational and long term sustainable growth ambitions.Accountable for implementation of key strategic marketing and global transformation initiatives to deliver on the organisational vision: To be a premier, consumer branded company that offers Endless Design Possibilities to the exterior and interior of the home.Built and developed scalable B2B and B2C marketing capability within the APAC region via data and insight driven digital solutions, customer activation and physical brand experiences to unlock maximum value for all stakeholders across the value chain.Marketing efforts contributed to driving continued share and category growth, with APAC volume growth of 17% in F22, and net sales increasing 22% to A$777 million continuing robust 12% growth in F21. Demonstrating growth above market with strong returns at an adjusted EBIT margin of 28%.

A newly created Senior Marketing position reporting to the CMO with 6 direct reports. Responsible for championing an Innovation culture throughout GWA B&K beyond traditional product development. Accountability for business wide strategic growth initiatives to incubate innovation for business transformation and brand evolution. Regular presence at executive team meetings to promote the the long term innovation agenda and demonstrate its value to the business. The role ambition: To ensure GWA possesses the strategic foresight to activate its purpose “To make life better with superior, simple solutions for water” through deeper and broader segment penetration.

Sydney, Australia

Delivered annual Commercial and Residential segment marketing plans including the development of segment focused value propositions and execution plans to drive profitability and achieve segment growth targets. 5 direct reports.With an insight driven approach created and implemented customer centric B2B engagement programs for the Commercial and Residential segments, including the development and activation of value beyond the product portfolio for all ecosystem stakeholders and influencers.Responsible for the digital marketing and CRM lead generation strategy for the Commercial and Residential segments. This included; website management, eDM development, digital content production, development of bespoke digital specification tools, digital media spend optimisation and campaign effectiveness evaluation.Special Project Lead (secondment) - Innovation Commercialisation/Product Launch:Successfully developed & implemented the strategic marketing & communications plan to commercialise and launch Caroma Cleanflush® technology across all customer segments in the AU/NZ market in F16. Project managed and led an inter-disciplinary team to deliver launch initiative in line with $1.8mil marketing budget and delivered F16/17 sales targets.

Responsibility and management of the GWA B&K 3 year new product pipeline and quarterly launch cycle. Included strategy development and execution of integrated through-the-line launch campaigns to build the brand experience for key channel partners and other stakeholders across the value chain.

Responsible for the development & operationalisation of the Kitchen & Laundry annual category plan. Including maintenance for 480+ SKU's, market analysis and insights, product lifecycle management and the delivery of new product initiatives to ensure category profitability and margin targets were met. Portfolio value $30m (at 51% VM).

Responsible for the strategic development, implementation and measurement of the GWA B&K communications Strategy across AU/NZ, for all customer segments and channels. Included end to end campaign management, asset & content creation and event management.Developed a clear and meaningful brand strategy and architecture for the GWA B&K brand portfolio ensuring the individual brands within the portfolio had a unique and differentiated value proposition within the hierarchy to fulfil the needs of their intended customer segments.Responsible for the execution of all GWA Group corporate communications including Annual Reports, AGM's, ASX notifications, Corporate Social Responsibility programs and EVP development.

Bachelor’S Degree, Bachelor Of Business In Marketing, International Business & Advertising

Strategy & Commercial Skills Development Program