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I am an experienced marketer (strategy, branding, communications etc) with over a decade working in marketing, advertising and digital industries. I am currently running marketing and PR for Holgate Brewhouse, as well as freelance copywriting, marketing, social media, strategy and content work, and teaching Content and Social Media Strategy at Collarts, and Story & Narrative and Written Comms at Macleay. Prior to this I was Brand Marketing Manager for Stomping Ground Brewing Co and created content for multiple social media accounts and websites, managed in-venue promotional material, activated pop-ups and festivals across Victoria, and launched beer brands and national promotional campaigns. Before Stomping Ground, I was Customer Marketing Manager for The Age and AFR at Fairfax Media, and executed campaigns across outdoor, digital, press, and social.I am passionate about creating exciting and engaging online content, and connecting that content with an audience who will read, share and engage in return. I am also an excellent copywriter (with years of copy experience under my belt).In the past I have also worked agency side on many major clients including Bulla Cream, MasterFoods, Vegemite, Origin Energy, Yellow Pages, Village Theme Parks, Schmackos, Stanley Black & Decker, Treasury Wine Estates and The Salvation Army. I have created large scale responsive websites, Facebook applications, mobile/tablet apps, banners, eDMs, blogs, and worked on fully integrated social campaigns.I have an excellent knowledge of digital first marketing campaigns, and have worked across multiple platforms to achieve successful campaign outcomes for high profile clients. I also love comedy, food, pop culture and travel.I began my professional career working in Film & TV before moving into Digital about 12 years ago. I have also produced several shows in the Melbourne International Comedy Festival, Melbourne Fringe and Adelaide Fringe, presented and produced a London radio show and written scripted, sketch and stand up comedy.https://lucywatson.me/
Holgate Brewhouse
View- Website:
- holgatebrewhouse.com
- Employees:
- 15
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Marketing And PrHolgate BrewhouseKyneton, Vic, Au
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Marketing & PrHolgate Brewhouse May 2019 - PresentWoodend, Victoria, AustraliaIn my time at Holgate I have run a national brand campaign, a successful crowdfunding campaign, launched their new Taproom & Visitor Centre, run a summer campaign, launched their online shop, and managed day-to-day marketing, PR and product launches.
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Committee Member / MarketingKyneton Theatre Company Apr 2022 - PresentAustraliaElected Marketing Officer for Kyneton Theatre Company committee to market and promote all productions on digital, social, outdoor, PR and other media. -
Committee MemberHistorical Novel Society Apr 2022 - PresentAustraliaAssisting with marketing and events, IT support etc. Recently launched 2022 Online Program of workshops and salons. -
LecturerCollarts (Australian College Of The Arts) May 2019 - PresentCollingwood, Victoria, AustraliaI teach lectures and tutorials in Content Strategy, Social Media Strategy, and ICT. -
LecturerMacleay College Sep 2019 - PresentI teach Written Communications, Content Strategy, Social Media Strategy, and Story & Narrative. -
Marketing ConsultantFreelance Apr 2019 - PresentMelbourneFreelance Marketing, Copywriting, Content Creation, Scriptwriting, Social Media and Website Management. Clients include Holgate Brewhouse, GABS Beer, Cider & Food Festival and The Peacock Inn Hotel.
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EditorBy The Nylex (Formerly In Batmania) Aug 2013 - PresentPreston, MelbourneEditor and writer for In Batmania online magazine, a collection of stories, articles, musings & word thoughts from various writers & other interesting characters in, around & connected to Melbourne. http://inbatmania.com
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Brand Marketing ManagerStomping Ground Brewing Company May 2017 - Apr 2019Collingwood, Victoria, AustraliaResponsibilities:- Creating content across social, web, digital, outdoor and live activations- Managing six social media channels across two venues and one brand- Managing delivery of all assets across digital, outdoor, retail and venue- All copywriting (social, retail, brand, PR, venue, outdoor, web)- Executing and optimising campaigns in alignment with project strategy- Creating clear and detailed briefs, scopes, requirements, budgets and timelines- Working with design, sales, venue and management to ensure delivery of all marketing to achieve their outcomes- Managing can launches and nationwide brand campaigns- Managing event marketing across two venuesAchievements:- Production, launch and promotion of TVC for Movember campaign in 2018 ‘Make Mo Mate Time’ with Lutman Films, driving engagement with the campaign nationwide- Launch of ‘Gipps St’ Pale Ale in can, and accompanying brand campaign (street posters, outdoor, digital) ensuring intended market penetration into inner-Melbourne market and initial inroads into interstate bottleshops and venues- Movember campaign (across social, outdoor, digital) successfully raising $75K and brand awareness for ‘Gipps St’ Pale Ale, as well as creating and delivering collateral to over 700 venues and bottleshops around Australia -
Customer Marketing ManagerFairfax Media Jun 2015 - May 2017Melbourne, Australia- Managing creation and implementation of campaign assets across Digital, Social, Outdoor and Press- Developing acquisition strategy, including writing campaign briefs to creative agencies- Executing and optimising campaigns in alignment with campaign strategy- Copywriting of outdoor headlines, digital, social, press ads and various comms collateral- Creating clear and detailed briefs, scopes, requirements, budgets and timelines- Working with Editorial to deliver engaging content and communications- Understanding of complex business structure, and managing internal stakeholders- Utilisation of ET platform for delivery of email campaigns, and creation of data lists- Understanding end-to-end customer experience, including all digital touchpoints- Planning engagement strategies and customer journeys for future communications- Analysing data and analytics to optimise campaign success- Managing budgets up to $1 million, with a focus on ROI, and subscriber acquisition -
Head Of MarketingPictureworks Group Pty. Ltd. Sep 2013 - Jun 2015Port MelbourneManaging the entire marketing function, including digital marketing and website design, new product development, brand strategy and all communications.o Managing a team of six designers and developerso Strategy, production and writing of all content - blogs, web copy, video, games, infographics, image posts, competitions and campaignso Creating clear and detailed marketing briefs, scopes, requirements, budgets and timelineso Managing all marketing and communications across all platforms, ensuring exceptional standardo Optimising output and analysing data to increase sales and drive engagemento Implementing Adwords and SEM strategy, PPC, SEO and social sales channelso Managing annual $140K ad spend, plus additional campaign and promotion budgetso Managing external and internal stakeholders, including corporate marketing teams, and agencieso Managing campaign assets across five vendors, two editors, two internal brand websites and all social platformso Devising and implementing all ATL & BTL strategy and campaign activityo Managing brand and pricing strategy to optimise sales and ROI o Driving new product developmento Producing two new, fully responsive websites - including wireframing, UX, information architecture, copy, and art directiono Management of all social media channels, and communication calendarso Creative Director of all competitions, campaigns, applications, and new business developmento Thorough research of the market, including surveys, data analysis and consumer feedbacko Implementing split testing marketing and landing page optimisation -
Digital ProducerT Garage Oct 2012 - Sep 2013St Kildao Presenting (and selling in) technical and creative concepts to clientso Strategy (integrated campaigns, social media, community websites etc)o UX design and wireframingo Budgets, project scoping and management (websites, Facebook applications, mobile applications, games, banners, eDMs etc)o Writing briefs and managing debriefso Interpreting and applying client feedbacko Community managemento SEO reports and implementationo JCRs and project reportso Writing detailed scope and functional spec documents o Time management for developers and creativeo Creating detailed development planso Timelineso Estimateso Brainstorming creative digital ideaso Following and pitching digital trendso Interpreting direction of Account Services and Creative Directorso Knowledge internet & social media toolso Thorough technical understandingo Knowledge of Gantter, Project, Merlin, Axure, Excel, Word, Power Point etc -
Digital ProducerDdb Jan 2012 - Oct 2012o Digital copywriting (with an emphasis on SEO)o Briefing creatives and developerso Scoping and managing website projectso Scoping and managing production of banner campaignso Scoping and managing building of Facebook applications and gameso Presenting technical concepts to clientso SEO reports and implementationo JCRs and project reportso Creating Functional Specs and Statement of Work documents o Creating wireframes and user journeyso Time management for developers and creativeo Timelineso Estimateso Brainstorming project feasibilityo Following and pitching digital trendso Interpreting direction of Account Services and Creative Directorso Knowledge of Wordpress, Twitter and other internet & social media toolso Social media strategy -
Digital ProducerChe Proximity Aug 2010 - Dec 2011 -
Head Of Web DesignDistilled Nov 2008 - Jun 2010
Lucy Watson Skills
Lucy Watson Education Details
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History, English, Cultural Studies
Frequently Asked Questions about Lucy Watson
What company does Lucy Watson work for?
Lucy Watson works for Holgate Brewhouse
What is Lucy Watson's role at the current company?
Lucy Watson's current role is Marketing and PR.
What is Lucy Watson's email address?
Lucy Watson's email address is wa****@****ail.com
What is Lucy Watson's direct phone number?
Lucy Watson's direct phone number is +614020*****
What schools did Lucy Watson attend?
Lucy Watson attended University Of Melbourne, Caulfield Grammar School.
What skills is Lucy Watson known for?
Lucy Watson has skills like Digital Marketing, Digital Strategy, Seo, Integrated Marketing, Social Media Marketing, Advertising, Blogging, Creative Direction, Social Media, Email Marketing, Web Design, Mobile Devices.
Who are Lucy Watson's colleagues?
Lucy Watson's colleagues are Richard Whittaker, Joshua Warren, Colin Mullens, Warren Else, Xavier Duncan, Rose Kean, Dean Flanagan.
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Lucy Watson
Owner Of Orangetheory Fitness Mitcham. Owner Of Beyond Bouldering With Gyms In Keswick, Kent Town And Thebarton.Adelaide, Sa -
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