Lucia Perera Email and Phone Number
I am a senior marketing professional with extensive experience and a proven track record of delivering results across destination tourism, the arts and NFP sectors, and most recently in higher education. I have successfully led the development and implementation of strategic marketing initiatives and integrated campaigns focused on achieving commercial, brand and behavioural objectives. I enjoy managing projects and have led high-performing teams to deliver creative solutions, using a content marketing approach and data and research to produce conversion-focused marketing campaigns. Key skills and experience: marketing, brand and communication strategies, content marketing, team management, social media and digital marketing, market research, written communication and collateral development, social change marketing, stakeholder engagement, agency and procurement management, project management and budgeting.Career highlights:● Led the creation, development and delivery of City of Melbourne’s FOMO (Fear of Missing Out) to draw local visitors back to the city resulting in $244M revenue in three months for the local city economy. This campaign also recently won The Behaviour Change Award at 2022 Media Federation Awards.● Working in conjunction with Accommodation Australia, developed a ‘Buy one night, get one free’ offer across 10 luxury city hotels as part of the FOMO campaign. This resulted in $206k revenue or over 1000 bookings and over 2000 room nights purchased.● Developed the City of Melbourne marketing strategy to build the city as the Christmas capital in 2011, gaining an additional $1M from councillors to invest in the city’s decorations. Today the Christmas Festival attracts 1.6M visitors and $18M in economic benefit to the city.● Increased followers to Abbotsford Convent social and newsletter platforms by 15% within 18 months, with minimal marketing budget and partly during Stage Four government restrictions.● Wrote the winning tender document for the first-ever Goodwill (charity) partner for the 2006 Commonwealth Games which led to higher awareness of Plan International as a brand in Australia, over 30,000 wristbands sold and recruitment of 200 volunteers.
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Marketing Specialist - Team Leader, Accommodation And LifestyleUniversity Of Melbourne May 2023 - PresentMelbourne, Victoria, AuLeads the overall marketing strategy and insights for UOM accommodation function to achieve commercial occupancy targets and strategic objectives aligned with student experience and lifestyle -
Marketing And Communications ManagerAbbotsford Convent Aug 2021 - May 2023Abbotsford, Victoria, Au -
Destination Marketing ManagerCity Of Melbourne Jul 2015 - Aug 2021Melbourne, Vic, AuAs a capital city, the City of Melbourne supports city businesses, events and attractions by promoting Melbourne city as a key destination for leisure to local Melburnians.My role managed and led a high performing marketing team (ten direct reports) to deliver high-profile seasonal destination marketing campaigns and content-rich digital channels, What's On Melbourne which has a following of over 1 million subscribers (across key social platforms, website, newsletter and blog). Responsible for an annual marketing budget of $8.5M. -
Strategic Marketing Account ManagerCity Of Melbourne Jan 2011 - Jul 2015Melbourne, Vic, AuAs part of the Destination Marketing team, I was primarily responsible for destination campaign strategy and execution of key seasonal campaigns (both consumer and B2B) to promote Melbourne city as a destination and encourage business participation.I also co-managed the What's On socials and blog which saw an increase of 1310% in Facebook likes and organic growth of 98% in Twitter followers over four years. This growth was driven through a strategic content-led approach as well as investment in paid advertising during campaign periods.KEY HIGHLIGHTAs part of the marketing strategy for the Christmas campaign, I identified a new direction for the annual Christmas program in 2011 to make Melbourne the 'Christmas capital' through unifying the marketing campaign, Christmas decorations and events program. My presentation to Council gained additional funding of $1 million for the Christmas budget. This resulted in new, large-scale Christmas decorations in key locations within the city and a revamped Christmas events (Christmas Festival) program. The integrated marketing campaign was extremely successful with research showing that both the business community (76%) and the public (84%) were happy with this new direction for the city.
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Corporate Communications AdvisorCity Of Melbourne Sep 2005 - Dec 2010Melbourne, Vic, AuWorking within the Communications team, my position focused on protecting the City of Melbourne brand and reputation through delivering high-impact communications strategies, social marketing and issues management. Key areas included the Queen Victoria Market renewal strategy, 24 hour Safe City program, Community Services and Engineering.KEY HIGHLIGHT- Successful project management of Grogger game in 2009, a mobile game aimed at educating teens on the dangers of drinking when trying to get home after a night out. This included the game development, competition concept as well as execution of the integrated marketing campaign and PR launch. Over 5000 downloads were achieved across Play and iTunes.- Led the Communications team as the Acting Team Leader during the uncertainty of a branch restructure. Motivated and provided a stable presence to a team of 9 direct reports to ensure that the organisation’s needs and staff satisfaction levels were met.
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Marketing And Events CoordinatorPlan International Jul 2003 - Aug 2005Woking, Surrey, GbPlan International is an international aid agency that works to ensure that every child has the opportunity to develop to their full potential. Plan works in over 83 countries throughout the world to promote child rights and lift families out of poverty through the developing countries. My role focused on strategic event management to create sales leads, marketing communication campaigns and promotions for the procurement of new sponsors and general brand awareness of Plan. -
Senior Marketing Services CoordinatorArts Centre Melbourne Jun 1999 - May 2002Melbourne, Victoria, AuThe Arts Centre is Melbourne’s premier performing arts complex that is home to Melbourne's cultural institutions, and also hosts a range of national and international productions which further cement Melbourne's reputation as a city of culture.Working in the Marketing team, I delivered major marketing campaigns for international and Australian productions including sold-out performances for Sydney Dance Company and Bangarra Dance Theatre. I also worked on corporate deliverables such as the new corporate identity and brand strategy and tourism product development.KEY HIGHLIGHTCreated Vibe, an innovative youth arts membership program with the Membership team. The concept sold unused theatre capacity at a discounted rate via email and website, which were new communication channels back in 1999! It had a dual benefit of bringing in revenue for unsold capacity as well as developing a new audience for the arts. It had over 10,000 on its email database and over 500 paid members in the first year of operation.
Lucia Perera Skills
Lucia Perera Education Details
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Monash UniversityMarketing -
Monash UniversityMajor In Politics And History
Frequently Asked Questions about Lucia Perera
What company does Lucia Perera work for?
Lucia Perera works for University Of Melbourne
What is Lucia Perera's role at the current company?
Lucia Perera's current role is Senior Marketing Manager | Destination Marketing and Lifestyle.
What schools did Lucia Perera attend?
Lucia Perera attended Monash University, Monash University.
What skills is Lucia Perera known for?
Lucia Perera has skills like Marketing Communications, Strategy, Social Media Marketing, Copywriting, Strategic Communications, Marketing Strategy, Social Media, Market Research, Integrated Marketing, Marketing, Advertising, Media Relations.
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