Katherine Speller Email & Phone Number

Auckland, Nz

Auckland, New Zealand

Global role for the livestock and animal health delivery division of Swiss Agri-tech company Datamars, focused on brand, digital/websites, packaging and supporting NPD.- Lead a high-performing global marketing team with high engagement and delivery of business priorities.- Global responsibility for 10 brands, including brand strategy and guidelines, websites, asset management and packaging.- Extensive collaboration with regional marketing leads to ensure global messaging and portfolio plans to utilize and build on global marketing investment and deliver global brand consistency.- Evolution of Datamars Livestock brand as the company develops strengths in smart farming, moving from a hardware focus to cloud solutions that deliver insights and intel to customers.- Currently in the final six months of leading an 18 month website rationalisation project, condensing 54 local websites to 12 global, regionalised sites. Includes research and selection of CMS, voice of customer research, user testing and global stakeholder management. - Project management and hands on execution to manage a high volume of requests for the delivery of key marketing assets to enable regional marketing teams to execute in-market activity, spanning websites, packaging, marketing asset management and core assets for new product launches.Achievements- Have grown the global marketing team from three to six specialists and two contractors, with direct reports in NZ and Texas.- During 2022, I project managed, executed, launched (and proofread every page of!) five global, multi-language and multi-region websites.- Development and execution of the Datamars Livestock brand, bringing respected and iconic product brands together in a house of brands approach. - Managed the launch of Webdam, a crucial asset management system for regional marketing teams and distributors, now embraced by other Datamars business divisions.

Auckland, New Zealand

- Responsible for setting and implementing marketing strategy for the rural segment and commercial property portfolios with a combined GWP of over $500 million. - Took on an additional two portfolios (CMV and Liability) due to an internal secondment and implemented the FY18 marketing plans.- Direct report: IAG graduate programme rotation. Mentoring and coaching role from practical marketing skills, channels, relationship management and strategy.Achievements- In an environment where NZI’s rural segment was being crushed by a competitor, I focused on the leading role that women play in making on-farm purchase decisions. I created and delivered a successful strategic partnership with Rural Women New Zealand, contributing IAG creative and marketing resource to the organisation in return for a lower sponsorship fee. This relationship remains NZI’s key sponsorship.- Marketing project and content lead for the NZI website revamp, which integrated four websites into one. Involved project planning, stakeholder engagement and management, content review and overall brand responsibility.

Auckland, New Zealand

- New role within a reformed marketing team focused on inbound marketing and content strategy, including monthly webinars, video, blogs, website content and eDM lead generation campaigns.- Delivered the strategic overview, planning and execution/copywriting of content.- Responsibility for growing awareness and sales of Yellow’s digital marketing product portfolio comprising websites, search marketing, display and search optimisation.- Created new leads pipelines for sales, including the revitalisation of Yellow’s regional business event series – The Biz, with diverse and inspiring business leaders, coupled with Yellow’s internal expertise.

- Responsible for new product launches and developing tools for regional sales teams, including regular workshops with sales to present the voice of customer, demonstrate insights and launch new initiatives and offers.- GTM lead for print and digital marketing products, including sales support training and packs for 100+ sales representatives across NZ, including consumer and advertiser insights, product information and sales collateral. - Championed a new collateral strategy, including running nationwide workshops, direction setting for sales tools and reducing more than 1000 pieces of sales collateral to ~100 core documents, focused on electronic tools.

- Planned, developed, managed and implemented high profile customer acquisition campaigns, using an integrated approach of ATL advertising and digital strategy. This involved balancing the needs of two different brands (ANZ and National Bank), with a focus on Home Loans and Business Banking segments.- Responsible for managing quarterly campaigns with a substantial budget for the home loans sector. Managed three agencies for each campaign (advertising, media and design) while ensuring campaigns met budget expectations and media achieved successful ROI. - Marketing lead for a multi-division project to create and launch ANZ’s information and content hub for SMEs: https://www.anz.co.nz/business/bizhub/

Short term contract- Responsible for internal communications channels during the time of transition to Auckland Council.

Short term contract- Strategy and implementation of marketing and communications activity in the corporate sector. - Managed new advertising creative and booked advertising opportunities to fit in with budget and existing campaigns.- Assessing sponsorship opportunities and leveraging PR opportunities.- Writing and editing quarterly Healthy Business newsletter, circulated to 5,000 decision makers.

Short term contract- Media management and communications, focused on specific council portfolios: events, community programmes and waste management initiatives.

12 month contract - Communications strategies and implementing plans for the regulatory section of the council, including building consents, animal control and the Unitary Plan.- Managed media responses, building effective relationships with local and national media.

- Creation and implementation of Barfoot & Thompson’s first ATL media campaign; encompassing cinema, radio, bus shelter, billboard and bus advertising. - Transformation of the Gallery magazine (for premium properties over $1 million) from an ad hoc publication requiring a full time resource, with a loss to head office of $100,000 every issue - to a self-funded magazine published bi-monthly.- Strong copywriting element, including agent personal profiles and high-value property listings.- Direct Marketing initiatives – development and implementation of agent’s electronic newsletters, creative ideas and written copy.

- Journalist for daily English newspaper in Argentina – with a print circulation of 15,000 business readers and the diplomatic community. - Pitching relevant story ideas to editor, research, writing of article and headlines.- Responsible for a weekly page in the Education section, profiling workers in different professions with the explanation of technical terms specific to each industry.

London, United Kingdom

- Implemented the new Warner Bros. European intranet site - including initial staff surveys, appointing software company to develop site, overseeing a team of content providers representing all company divisions, writing of copy and updating content.- Media monitoring to ensure proactive response to media and crafting responses regarding legal business unit issues and the threat of digital piracy.- Implemented the internal Corporate Communications strategy. - Coordinated with individual divisions for news stories. Drafting and distributing press releases including deals, acquisitions and appointments.- Management of Corporate Communications intern.

London, United Kingdom

- Responsible for supporting the sales, business development and legal teams with research requests, competitor analysis and awareness of relevant industry news.- Creation of conference and industry presentations for the Senior Vice President.- Ensuring European wide team were aware of relevant industry news- Contractual support when needed for licensing agreements

Bachelor Of Laws (Llb); Bachelor Of Arts, Law & Art History

Activities and Societies: Art Reviewer, Critic magazine

Education record