Katlyn Macdonald Email & Phone Number

Melbourne, Vic, Au

Melbourne, Australia

Key responsibilities include:• Team Leadership: Directing a talented team of graphic designers and a digital marketer to produce high-quality collateral, assisting with skill development, and ensuring adherence to Provincial's high visual standards.• Cross-Department Collaboration: Partnering with the purchasing, marketing, visual merchandising, and styling departments to create seasonal campaigns that are both inspiring and sales-driven.• Art Direction: Overseeing and supporting the art direction of all campaign collateral.• Comprehensive Design Work: Designing for all touchpoints, including in-store signage, product and packaging design, digital and traditional advertising, EDM campaigns, web design, and social media marketing.• Creative Calendar Management: Planning and scheduling all campaign collateral, including launch dates, in-store signage, EDM campaigns, social media posts, digital and traditional marketing, blog posts for SEO, and customer activations and competitions.• Post-Campaign Analysis: Conducting thorough analysis to make data-driven decisions, optimise future campaigns, and ensure a solid ROI.Key Projects:• Website Redesign: Led the front-end design for the Provincial Home Living website, launched in 2020. Developed new features and improvements, including the Provincial Journal (blog) and Provincial Design Studio.• Style Guide Implementation: Created and implemented a comprehensive style guide to maintain a consistent visual identity and brand voice.• Social Media Strategy: Managed Provincial’s social media presence and created a growth strategy that resulted in growing Instagram followers from 23k to 154k while ensuring high engagement and click-through rates.• Email Marketing: Developed and executed email marketing strategies, including creating targeted email programs (e.g., Welcome Program, Abandoned Cart, Post-Purchase), conducting A/B testing, and analysing campaigns to enhance effectiveness.

Melbourne, Victoria, Australia

Sydney, Australia

Key responsibilities included: • Designing layouts for the print and interactive iPad editions of the magazine.• Briefing photographers and illustrators.• Collaborating with stylists to create appealing and on-trend photo shoots.• Sourcing images from libraries, brands, and PR companies.• Retouching images and making print-ready finished art.• Designing additional collateral such as posters, event invitations, signage, and trophies.• Creating engaging presentations for public events.• Producing, designing, and coding the weekly e-newsletter, including a design refresh to reflect current trends and to optimise reader engagement.• Re-purposing content from the magazine to create engaging social media posts.• Designing marketing materials such as advertisements and posters.• All aspects of the production process from initial briefing to sending final pages.

Sydney, Australia

Advanced Diploma, Graphic Design

Higher School Certificate