Jen Mckinnon Email & Phone Number

West Lakes Shore, Sa, Au

Australia

Spearheading strategy and leading the entire marketing program, my focus is on redefining the funnel to attract a more upmarket audience, and aligning marketing initiatives with long-term brand goals. A key part of my role is building a high-performing team to drive impactful results and positioning the business for sustained growth and success.

Australia

Hired with a bold vision to position Sked as a serious contender against industry giants, I took the lead in building a comprehensive new brand in-house, crafting it from the ground up. Recognising that the marketing foundations needed strengthening to support a successful brand launch, I transitioned into the Head of Marketing role. My focus shifted to fixing and optimising the full marketing funnel, laying the groundwork to bring the brand's ambitious plans to life.

Australia

Remote:af · 2022 - 2023 · 12 mos- Marketing audit- Strategic recommendations- Creation of Brand & Product Messaging Guide- Deployment of lead gen campaignSpears Entertainment · 2019 - 2019 · 4 mos- Managed video marketing for the inaugural production (Everything's Coming Up Sondheim)K Productions · 2018 - 2019 · 1 yr 2 mos- Generated brand awareness for the new company from scratch - Built an audience to promote a new show which had no prior public discourse. - Built and managed paid social media campaigns- Conceptualised, designed and executed all organic social media content- Delivered on time and under budget- Show sold out prior to opening- Social pages: Instagram @k.productions.aus, Facebook @kproductions.ausPadley&White · 2017 - 2017 · 7 mos- Developed the marketing strategy- Conceptualised, designed and executed all advertising promotions (including but not limited to social media management, web development, copywriting, editing and public relations)- Facilitated the relationship between the production entity and the creative talent

Adelaide, South Australia, Australia

At the start of FY24, the content marketing team restructured to bring all video production under a single leader. Oversaw content marketing video programs across channels with a combined following of over 1.4 million. Led the integration of two video teams into a cohesive unit, driving strategic alignment, improving collaboration, streamlining systems and processes, and refocusing the Tuts+ channel to achieve accelerated growth.

Adelaide, South Australia, Australia

Responsible for identifying and leveraging video opportunities for growth and leading a team of video producers to execute the Envato video marketing strategy. Responsibilities include all those listed below in the Senior Video Marketing Specialist role below, plus:Strategic Expertise:Develop and execute Envato's video marketing strategy, focusing on identifying and capitalising on the biggest opportunities in video.Synthesise Data Into Opportunities:Drive deep insights from analytics to make informed decisions, illuminate growth opportunities and ultimately determine how best to allocate resources.Integrated Content Marketing:Contribute to the overall content marketing strategy, aligning video marketing efforts with other content channels.Budget Management:Effectively manage the video budget, providing recommendations on necessary budget adjustments and investments to grow the video channel.Guide Professional Development:Support the professional development of the video team, providing mentorship, training opportunities, and fostering a culture of continuous learning and growth.*In 2021, doubled the team size to support video marketing activity beyond organic YouTube (eg. social media, onsite video, performance media, etc.)

Melbourne, Victoria, Australia

Responsible for overseeing the company's YouTube channel and developing video content that aligns with Envato's business goals to drive brand awareness, engagement, and customer acquisition. Responsibilities included:Content Strategy:Shaping the content strategy for Envato's YouTube channel and broader organic video marketing activity and determining the goals for Envato video content.Art Direction: Ensuring that the visual elements of Envato's video content align with the brand guidelines, maintaining consistency and creating visually appealing and engaging videos.Project Management:Overseeing the end-to-end process of video production, from conceptualization to delivery (including establishing project timelines, coordinating resources, managing budgets, identifying and mitigating risks, and tracking progress).Stakeholder Management:Collaborating with stakeholders across Envato to ensure seamless collaboration and alignment of goals on key video outcomes.Platform-Specific Expertise (YouTube):Leveraging knowledge of best practices, algorithms, and audience behavior to optimize Envato's presence on the platform and drive engagement.Providing Data-Driven Insights:Employing analytical skills and expertise to gather, analyse and translate video performance data and feedback into actionable insights and recommendations for optimisation of both processes and outcomes.Management of Cross-Functional Initiatives:Coordinating and leading cross-functional initiatives that involve collaboration with different teams, ensuring smooth execution and alignment of goals across departmentsTeam Management:Managing the team workload by ensuring that tasks and projects are distributed efficiently among team members, while taking into account their skills, strengths, and availability. Providing guidance to the wider video team. Fostering a collaborative and positive work environment where team members feel motivated and supported. Onboarding new team members.

Melbourne, Australia

Built a video marketing function from the ground up, transforming a stagnant YouTube channel into a conversion channel operating at two times positive ROI.- Laying foundations for scale- Channel strategy- Video SEO

Strategic Planning and Goal Setting: Actively participated in the development and refinement of the company's strategic plan. This involves collaborating with other board members and the executive team to establish long-term goals, define strategic objectives and determine the overall direction of the business.Governance and Compliance: Ensured that the company was operating in compliance with applicable laws, regulations and industry standards. Participated in board meetings, reviewed and approved policies and oversaw the implementation of corporate governance practices.Financial Oversight: Reviewed and analysed financial statements, budgets and performance metrics. Ensured the company maintained accurate and transparent financial reporting.Risk Management: Identified and assessed risks that may have impacted the company's operations, reputation or financial stability. Monitored risk exposure and recommended adjustments to business practices, policies or strategies to minimise potential threats.Executive Leadership Support: Offered guidance, advice and expertise based on my experience. Served as a sounding board and provided an independent perspective on key business decisions.Performance Monitoring and Evaluation: Participated in the evaluation and monitoring of the company's performance against established goals and key performance indicators. Provided feedback and recommendations to enhance performance and address any gaps or challenges.Strategic Partnerships and Business Development: Helped identify strategic opportunities for growth. Leveraged my network and industry knowledge to explore potential alliances that aligned with the company's strategic objectives. Participated in due diligence and decision-making processes related to these opportunities.Learning and Development: Stayed informed about industry trends, emerging technologies and best practices related to small business management.

Melbourne, Australia

Jen’s role with TheatrePeople required her to attend, score and critique professional theatrical performances around Melbourne, producing a review for each for publication on the web. It required a high standard of writing and an in-depth knowledge of theatre, its conventions and its practices.During her time with TheatrePeople Jen learned both how to praise and compose constructive criticism diplomatically within a written context. The creative and subjective nature of the industry means it is fraught with highly differing opinions. As such, this position has taught her the value and importance of staying true to her thoughts and beliefs.

Melbourne, Australia

Planning and producing all editorial (blog) content for the Melbourne IT brand, in addition to producing EDM Newsletters distributed to the Melbourne IT database.

Melbourne, Australia

Upon shifting teams, Jen was thrust into the thick of a complete rebrand for Netregistry. This included rewriting all website content to match the new brand guidelines, while also maintaining the existing level of SEO. This was a risky move, as drastic changes to any site can make it difficult to know the cause if the site sees a drop in rankings. Regardless, the changes were made and, after a few weeks had passed, the results demonstrated that, on average, the website had experienced a two-position increase in page rankings.The day-to-day requirements of this role were planning and producing all editorial (blog) content, assessing SEO requirements and writing SEO content, producing end-to-end video content, strategy and execution for social media, EDM content and facilitation of lead-gen workshops.

Melbourne, Australia

When ARQ Group's acquisition of WME was finalised in April 2018, Jen shifted teams to cover content for all small to medium business brands. This shift came with additonal responsibility but Jen continues to strategise, plan and produce all WME branded content and social media as before, alongside other ARQ Group brands.

Melbourne, Australia

Within her first year with the company, in December 2017, Jen made her next step up to take on the management, coordination and execution of all WME branded marketing content. This new role saw her managing internal campaigns, leading a team and taking the reigns on an integrated digital marketing strategy, including blogs, case studies, email marketing, sales promotions, social media, video and website content.

Melbourne, Australia

Not long after starting at WME (in late July, 2017), Jen moved into the role of eMarketing Specialist, managing the email direct marketing (EDM) communications, both for clients and for the WME brand. This was both a client-facing and internal role that required constant interaction and collaboration with business owners and marketing managers to build a strong email marketing strategy for each brand. It required exceptional interpersonal and communication skills and the capacity to interpret data to make suggestions based on results. On a practical level, the role required the capacity to write highly persuasive text, design knowledge and skill, the ability to read and alter HTML code and experience within popular email marketing platforms, such as MailChimp, ActiveCampaign and Campaign Monitor.

Melbourne, Australia

Jen began her time at WME as a Copywriter. She was responsible for producing engaging, custom, branded SEO content for a wide range of small & medium business clients across different industries. The primary focus was to align the tone, structure and detail seamlessly with the client's brand strategy while optimising keyword density and working within strict, tight KPIs.Employee of the Month, July 2017

Melbourne, Australia

At the completion of the merge between WME and Melbourne IT Group, the umbrella company was rebranded as ARQ Group. Jen shifted teams in April 2018, taking on a role within the SMB Marketing Team, looking after the small to medium businesses brands within ARQ Group. This new role saw her take on marketing responsibilities across 8 internal brands: Netregistry, WME, Melbourne IT, Web Central, Results First, Nothing But Web, Domainz and TTP.As the only team member on the floor in Melbourne, Jen undertook the fulfilment of all content marketing requests. This included (but was not limited to) blog content, SEO copy, social media, EDMs, video content brand and product collateral, sales tools and the facilitation of lead-gen workshops.

Melbourne, Australia

In her spare time, Jen was one of the first contributors to the growing content hub, Women in Digital, as a digital marketing expert.

Melbourne, Australia

Through over a decade of involvement in the entertainment industry, Jen has come to engage with a wide network of performing artists. She is passionate about matching quality talent with professional opportunities as they arise, both within creative and corporate spaces.Jen provides a cost-effective casting solution to those who don’t have the time or resources to cast projects internally. If you have a project you’re looking to cast, don’t hesitate to get in touch.

Richmond, Victoria, Australia

In The Heights: Return SeasonThe Australasian Premiere of In The Heights saw such success that it returned for a limited season the in 2016, for which Jen was asked to reprise her role as Assistant Director. This opportunity provided greater responsibility, working closely with new choreographer, Phil Haddad (SHOUT!, So You Think You Can Dance, Masters of Choreography), to maintain the integrity of the initial production.

Melbourne, Australia

Jen undertook a role as a Food and Beverage Assistant for Melbourne's premier theatre and event venue enterprise while studying at the Victorian College of the Arts. The role was customer-facing and required a cool head under pressure, exemplary communication skills, the ability to manage large crowds and, of course, top-shelf customer service. This opportunity allowed Jen to work across five of Melbourne's most prestigious entertainment centres; the Regent Theatre, the Comedy Theatre, the Princess Theatre, the Forum and the Plaza Ballroom.

Richmond, Victoria, Australia

In The Heights: Australian PremiereIn 2015, Jen was invited onto the production team of 6 for the Australasian Premiere of hit Broadway Musical, In the Heights, with Melbourne company, StageArt. Contributing to the work of independent theatre master, James Cutler (Parade, Titanic, The Last 5 Years, School of Rock), Jen worked alongside other such notable professionals as Musical Director, Cameron Thomas (Parade, Children of Eden, Hair) and Choreographer, Yvette Lee (Rock of Ages, So You Think You Can Dance, Dancing With The Stars).

Richmond, Victoria, Australia

Blue Flag is a market research company that is primarily focused on the Automotive Industry. At the time of her employment, the company had recently expanded to include other industries. It was Jen’s primary job to work on introducing these new fields into the interactive data platform, BigDatr. She extracted and documented the creative advertising executions in print media (over 120 magazines per month plus all major newspapers from the major cities of Australia) and from each company’s YouTube channel. This job gave Jen a much deeper understanding of traditional advertising media, the limitations and benefits of each medium and a sound understanding of the general market audience for each magazine and its ad space.

Richmond, Victoria, Australia

BigDatr, owned by Blue Flag, is the platform on which advertising data and creative executions are uploaded and analysed. Clients who are subscribed to the service have access to a plethora of information about both their own company's marketing and and the marketing of their competitors.

Bintan Island, Indonesia

G.O’s are the key to the success of the Club Med concept. They are required to intermingle and interact with guests on a daily basis to ensure the customer experience fulfills the Club Med promise, consistent with the values of the organisation. The role requires the G.O to be on call 24/7 and involves cross-cultural and cross-generational communication. G.O’s are chosen on the basis of their personality, personal attributes and ability to network and are required to participate and coach guests in a specialist skill area. Jen was employed as a Flying Trapeze Instructor in the Circus Team and coached guests of all nationalities, ages and backgrounds.

A Stage Manager is responsible for all activities that take place on stage and behind the scenes at any performance. Jen has managed many productions for Carey. This has involved the co-ordination of up to one hundred cast, crew and orchestra at any one time.Duties include (but are not limited to):Managing multiple teams simultaneously: cast, crew, orchestra, production team.Calling the shots - making every decision in relation to the performance once the curtain has gone up.Making sure the cast and crew follow a tight schedule so the show can start on time.Assessing the theatre and planning for potential problems.Tackling unforeseen problems in a hasty but rational manner.Taking notes and reviewing for improvement.Ensuring the safety of bodies on stage and backstage by monitoring compliance with the Occupational Health & Safety statute.

Bachelor Communication, Advertising, Distinction

Bachelor Of Fine Arts (Bfa)

Vce

Atcl Diploma, Speech And Drama

Short Course, Direction

In 2015, Jen travelled to Sydney to attend the National Institute of Dramatic Art (NIDA) to complete a short course in direction. Working.

Education record