Digital Mindz is a digital marketing agency dedicated to helping freelancers, start-ups and SMEs to define and execute effective and profitable digital marketing strategies. Services include : digital marketing strategy, content development, search engine marketing, social media marketing, email marketing and web design & dev.

MARKETING MANAGER WESTERN EUROPE - ADULT SPARKLING June 2015 – October 2017Responsible for Y2 launch and expansion of Fïnley (€19m) across Western Europe (development budget €8.7m, including local activation) which included the creation for the brands architecture, packaging design, advertising, shopper & marketing toolkits, the development of strategic business & commercial plans, and the development of a range of tonic waters for launch across Europe.Major achievements include high levels of awareness (FR 58%, BE 56%), trial (FR 11%, BE 25%) and repeat (FR 35%, BE 54%) following initial launch period, the delivery of innovative flavours pipeline and the execution of a premiumization strategy which balanced pack & channel mix.SENIOR BRAND MANAGER (NWEN) - HYDRATION October 2013 – June 2015Responsible for managing the Powerade brand (€155m) across North West Europe & the Nordics (development budget of €5.3m, including local activation) and the business case development for SMART WATER expansion in France & across Europe.Key projects include European Charter lead for global sporting events (2014 FIFA World Cup, Euro 2016 and the 2106 Olympic Games) and the SMART WATER business case.Major achievements include positive volume growth 2013-14 (+5.4% in France and +11.4% in the Nordics) following repositioning, which induced, new VIS, pack design and product reformulation improving both taste & functionality.

During my employment with The Coca-Cola Company, I held two brand manager roles whilst working for The Coca-Cola Company in Australia. The first being Diet Coca-Cola (valued at $275m with an advertising & promotional budget of $5.8m) where I created and executed the Diet Coca-Cola “Little Black Dress” campaign which generated $1.6 million in media and reached over 14million people. This campaign increased brand equity and reduced volume decline from -21% MAT (June 2008) to -4% MAT (Aug 2009). The second, being responsible for Coca-Cola’s flavours portfolio (valued $176m with an advertising & promotional budget of $11.7m) where I achieved positive growth across all brands turning Sprite around from -1% to +3.3%, Fanta from +1.6% to +9.3% and Lift from -9.7% to +0.2%. I also managed development of “No Artificial Colours & Flavours” formulations for both Fanta & Lift.

During my employment at Sanitarium, I held two roles. The first being Brand Manager for Sanitarium’s UP&GO Liquid Breakfast (value $66.9m with a marketing budget of $5.4m) where I achieved +35% growth across the UP&GO portfolio for 3 years running (UP&GO is now the 3rd largest ($000’s) breakfast cereal brand in Australia) and managed the development & launch of UP&GO Energize. My second role was as Senior Brand Manager, responsible for Sanitarium’s soy beverage and meals portfolio (value $78m with a marketing budget of $4.9m). In this role I launched “So Good Bliss” (flavoured soymilk & soy ice cream) which contributed $6.3m in the first year, managed the reformulation of the entire soymilk range that drove baseline sales by +12%. I also managed a defensive PR campaign that included the implementation of a brand & category recovery plan following a (false) PR scare “Soy Causes Cancer” ($20m threat to the soy industry).

In this role I reported to Chanel, Product and Brand Marketing Managers with a combined marketing budget of $11m. Major achievements during this role include: the contribution to the development of the Vodafone brand personality and brand architecture and the implementation of a customer acquisition program that resulted with an 11% increase in new customers over 12 months. Successful campaigns include: Vodafone live!, No Plans, Ferrari Sponsorship, Wallabies Sponsorship, sim2, Mobile Connect Card, M-Charge and Red SIM.