Liz Penton Email & Phone Number

Sydney, New South Wales, Australia

Sydney, New South Wales, Australia

Slingshots lead strategist across media, creative and brand briefs working across Four Pillars Gin, Capilano, GoGet & Inghams.

Sydney, New South Wales, Australia

Setting the strategic ambition and creative comms planning for brands showing up in culture. Unveiling the intersection of brands and culture, I transform reach into relevance, one brief at a time.Sitting in Creative Futures, a dynamic division within EssenceMediacom, I steer the ship of creative and cultural connection strategy. Responsibilities:- Thorough analysis of brand positioning within culture.- Insightful understanding of audience behaviours and attitudes.- Skilful mapping of cultural and creative landscapes.- Forging strategic pathways for creative partnerships.- Crafting and ensuring the effectiveness of measurement and evaluation criteria.- Shaping comprehensive briefs for content and partnerships.Highlights:In addition to my role, I was proudly appointed the AUNZ lead of Group M's women's ERG 'EmpowHER,' spearheading impactful programs designed to uplift women at every stage of their careers. Moreover, I took on the mantle of a sustainability champion, contributing to our agency's overarching framework to curtail carbon emissions in the realm of digital advertising.Working with esteemed clients such as Google, KFC, Dell, Hills, and others, I am committed to making a lasting impact at the intersection of brands, culture, and sustainability.

Sydney, New South Wales, Australia

Agency lead, specialising in innovation and creative comms planning for partnerships.Responsibilities:- Unveiling audience insights, identifying tensions, and seizing opportunities.- Crafting creative strategies that align with client ambitions and address specific objectives.- Developing expansive idea platforms spanning multiple channels.- Spearheading agency thought leadership initiatives.Highlights:- Pioneered inventive opportunities for esteemed clients including Campari, The Glen Grant, American Honey, Blackmores, NAB, and Booking.com.- Provided pivotal support to Group M during the INCA launch, showcasing thought leadership. - Produced the purpose-driven concept "Humans We Have A Problem," securing a spot for its presentation at MFAex, where I addressed an industry audience of 1600 people- Served as a judge for the 2022 MFA Awards Content Category.- Initiated the "IP Play" cultural newsletter, nourishing our agency with industry insights and inspiration.

Sydney, New South Wales, Australia

Leading strategic communications planning efforts for Streamotion.Responsibilities:- Formulated comprehensive creative communications plans spanning paid, earned, and owned media.- Developed communication strategies to achieve ambitious targets.- Conducted audience analyses, adapting global creatives for local audiences.- Conducted in-depth analyses of the entertainment landscape.- Managed teams and coordinated agency village activities.Highlights:- Spearheaded the growth of the BINGE brand from its inception, cultivating meaningful connections and conducting extensive cultural analyses. I successfully launched BINGE and nurtured its growth over a two-year period, achieving 928K subscribers.- Amplified the success of Kayo by driving its growth to attain 1 million subscribers.

Sydney, Australia

The Connections Designer role at UM is a distinctive position resembling a creative communications planner. It involves expanding substantial ideas across paid, earned, and owned media channels, adapting strategies to create meaningful consumer connections.Responsibilities:- A typical day encompasses cross-channel planning, defining channel roles, tactics, metrics, and budget allocation. - As well as developing frameworks that allow clients to comprehend how strategies contribute to their objectives.Highlights:- During my tenure at UM, I collaborated with diverse clients including Nestle (Allens, Soothers, Uncle Tobys, Milo, Nescafe & Purina), Lion (Panhead, Quincy, Heineken, Kosciuszko, Furphy), Optus, Intuit, and QuickBooks.- Led strategic planning and team management, crafting integrated campaigns and annual plans.- Proposed out-of-scope projects, addressing client challenges and boosting agency revenue.

Sydney, Australia

22018 Mumbrella neXt Awards - Finalist for Agency TalentSteering the helm of digital planning and buying at Mercedes-Benz Australia.Notable Achievements:During my time, I led significant campaigns, notably the impactful A-Class relaunch. With a focus on personalisation, the car adapts as you drive. Leveraging its unique attributes, I crafted media connections, including a standout Spotify partnership that generated custom A-Class playlists based on user listening behavior. This acclaimed campaign's strategies echoed in global recognition, even finding replication in Malaysia. This marked an era when global markets rarely embraced and adapted Australian approaches.Moreover, I orchestrated Mercedes-Benz's paramount retail campaign of the year. After comprehensively auditing their website and past performance, I meticulously optimised for conversions. Through on-site tagging enhancements, content refinement, and performance fine-tuning, I achieved a record-low CPA, cementing this as their most cost-effective retail campaign ever.

Key highlights:- Promoted twice throughout the 2.5 years working at Atomic.- Creating and managing Atomic’s internship program bridging students into the industry.- Turning around a client’s business by identifying a problem and solving it with a content led partnership.- Planning campaigns that went gangbusters including Tourism NT’s ‘Get out of the state you’re in’.

Sydney, Australia

Lead digital planner across accounts & the creation and management of Atomic 212's internship program bridging students into the industry.Hosting weekly calls and catch ups with clients. Adapting the planning/delivery of advertising campaigns to drive results. Planning and buying including trading and negotiating costs within online and offline environments. The main point of contact for client communication. Creation and delivery of client presentations including detailed recommendations, post campaign reports and competitive reports. Responsible for the implementation and management of multiple campaigns at once. Management of creative assets and providing direction to internal staff and external creative agencies.

Sydney

While at Atomic I worked across Laureate, a education umbrella of brands including Torrens University, Billy Blue College of Design, CATC, Media Design School, William Blue, Blue Mountains Hotel School, Southern School of Natural Therapies, Australasian College of Natural Therapies, The Jansen Newman Institute, Australian National College of Beauty & APM College of Business and Communication.Due to the nature of the niche aspect of the courses on offer a strong focus for contextual planning was required which I looked after as an account executive.I also worked across Tourism NT that evolved my skill set of niche contextual planning through to prospecting and content planning. Where I looked after planning across domestic and retail digital planning.

My first role into the advertising industry working across Mentos, Mad Mex, Hitachi, Passion Pop, McGuigan Wines, Tempus Two, Nepenthe and Fasta Pasta. The core of my role was to drive new business which I did successfully. I also assisted in the preparation of reports and presentations. Facilitating client requests for information. Providing administration support. Managing internal and external relations. Creating always-on social media calendars, forming content concepts. Schedule paid social media and apply targeting tactics. Assisted in the preparation of slides for in-depth audience analysis and new business pitches. Sourced contractors such as designers, videographers and influencers.

Bachelor Of Arts In Communication (Public Communication), Advertising And Applied Communication

Major - Advertising Sub Major - Media Electives range from: Gaming mechanics to digital engagement and participation, media release.

Diploma Of Business, Distinction