Helen Ulbrick Email & Phone Number

Melbourne, Vic, Au

Australia

Vanguard is one of the world's largest and most respected investment management companies, offering a broad selection ETFs, managed funds and superannuation, and insights to individual investors, institutions, and financial professionals. • Led B2B marketing and communications strategy and campaigns to drive growth via financial adviser distribution channels, whilst concurrently supporting Vanguard’s Retail strategy and vision: - Managed strategic communications with the adviser distribution network, negating concerns about Vanguard’s agenda by articulating the shared benefits of increased brand awareness • Co-led a critical review of intermediated ETF retail channels, partnering with Data Analytics and harnessing data from the share registry to develop customer insights and strategy: - Implementing a bespoke solution that is enabling Vanguard to bring these customers into the brand’s marketing eco-system and engage directly with them to generate growth • Developed the Exchange Traded Funds (ETF) GTM strategy and led marketing execution with engagement of cross-functional teams, exceeding lead generation, sales, and Net Cash Flow (NCF) targets: - Positioned Vanguard as #1 for brand awareness in the EFT category within Australia, and as the most used and primary issuer of EFTs by financial advisers • Nominated for Vanguard’s annual ‘Award for Excellence’ in 2023 (the highest honour in the organisation

Australia

• Key collaborator and subject matter expert for the Go-to-Market (GTM) launch of Vanguard’s ETF product range launch, exceeding Sales and Net Cash Flow (NCF) targets • Recognised as Vanguard’s Product Team Partner of the Year 2021

Melbourne, Australia

• Developed high-quality copy for product marketing collateral and thought leadership content, demonstrating expert technical product knowledge and presenting complex information clearly for both technical and non-technical audiences Critical team member for launch of Vanguard’s fundamental active product range, collaborating with internal SMEs and external asset managers• Enjoyed continual career progression with Vanguard as a result of consistently strong performance and exemplary stakeholder relationships

Melbourne, Australia

Melbourne, Australia

Lincoln Indicators is a boutique Australian research house and funds management firm, specialising in small cap stock picking. Stock Doctor is the firm’s DIY investment platform, enabling investors to create, manage and optimise their portfolio, via a fundamental, bottom-up stock selection approach. • Led the development and execution of integrated, multichannel marketing campaigns (B2C) to drive growth in lead generation and sales conversion rates: • Contributed to the fund’s best year of fund revenue, overachieving across all key metrics: • 2017 EOFY campaign targets exceeded: 192% of platform sales and 182% of fund inflows • 2016 EOFY campaign targets exceeded: 158% of platform sales and 117% of fund inflows • Introduced robust Marketing measurement frameworks to critically evaluate marketing effectiveness and drive targeted improvement in return on marketing investment (ROMI) • Managed copywriting for online and offline assets, including product marketing content and industry thought leadership articles • Leveraged Marketo and Salesforce platforms to streamline and automate marketing workflows • Developed strategic partnerships with online broking platforms, identifying opportunities to create shared value through collaborative marketing and advocacy initiatives • Conceptualised and launched the firm’s first live-streaming national event

Singapore

Aviva is a global Financial Services provider, offering a range of insurance and wealth management solutions via a wide range of intermediated and bancassurance sales channels. • Led marketing strategy for Aviva in Australia, building a high-performing team (7 direct reports) of marketers to deliver targeted marketing and communications projects across all products (investment, retirement, savings, protection) and sales channels (B2C and B2B distributor channels): • Implemented robust campaign measurement to evaluate marketing effectiveness and lead data-driven improvement in return on marketing investment (ROMI): - • Led the GTM strategy and campaign for Aviva’s first retirement product, leveraging traditional and digital channels to exceed sales targets by 38% (doubled the volume of website traffic) - • Delivered an innovative, targeted acquisition campaign for the Singapore Armed Forces, achieving an unprecedented 21% response rate (target of 10%) and exceeding sales targets by 60% • Collaborated with technical and non-technical stakeholders in product and sales teams to design commercially responsive campaigns and communications • Project managed the launch of the Aviva brand in Singapore, developing and leading the firm’s first retail brand campaign, exceeding targets for brand awareness and market positioning: • Executed a program of transformation and restructuring within the Marketing function, establishing a team of multidisciplinary marketing specialists including an in-house Creative Services team • Transformed the quality of customer experience (CX) through a comprehensive review and redesign of critical customer communications, partnering with technical/actuarial experts to develop accurate, informative, and engaging content that delivered measurable growth in Net Promoter Score (NPS) and reduced inbound call volumes

My own consulting business offering marketing and project management services - focussed on engineering.

Australia