Laura Wormald Email & Phone Number

Sydney, New South Wales, Australia

NZ Brand Transformation:- Led the development of a new brand platform positioning Woolworths as the champion of fresh health, sustainability, care, and convenience.- Supported the campaign program launch of Everyday Rewards in New Zealand.- Partnered with the wider NZ Transformation team to identify ways of working and process improvements across AU and NZ for shared efficiencies.- Delivered excellence in all assets applied across communications and work by ensuring brand style guidelines were adhered to.Price Mechanics Optimisation:- Led the strategic resetting of the Everyday Low Price mechanic across Brand, Marketing, and WooliesX.- Identified opportunities and executed visibility of unit price across a range of paid and owned channels.Key Achievements so far:- Contributed to the development of a stronger and more trusted Woolworths brand in New Zealand.- Successfully launched the Everyday Rewards program in New Zealand.- Improved efficiency and collaboration between AU and NZ teams.- Ensured brand consistency across all communication channels.- Optimised price mechanics to improve customer understanding and value perception.

In this role I've become a digitally focused performance marketer that understands how to optimise journeys and develop highly targeted omni channel marketing strategies that increase engagement and drive value for our business. I've had the ability to be part of the fastest growing eCom business in Australia that leads in the online grocery retail market with strong competition and changing customer expectations. This has required me to invest in my digital education (ADMA and Mini MBA) to continually learn and evolve to deliver on our customers needs and preferences. Responsibilities include:- Lead the marketing strategy and execute full-funnel marketing campaigns that span across customer acquisition and lifecycle, trade and local area marketing to drive business outcomes. - Manage through the line media and work collaboratively with both media and creative agencies to define the most effective omni channel strategy and creative for each campaign across digital, traditional and owned channels. As well as developing digital automation and 1:1 targeting strategies where possible. - Be the voice of the customer and work closely with the analytics team to utilise insights to develop these strategies, while learning the skill of balancing commercial returns and customer lifetime value.- Partner with the Brand and Marketing team to integrate eCom into key seasonal and strategic brand campaigns by aligning key business metrics. I have led the vast improvement in the ways our two teams operate, as noted by my peers. As well as working cross-functionally with our commercial, category, trade and operations teams to strategically build and optimise activity. - Deliver excellence in all assets applied across communications and work by ensuring brand style guidelines are adhered to

Achievements:- Lead and execute a wide range of end to end Tier 1 campaigns that span across Price (GYWW), Collectibles (Project Shore, Discovery Garden), Seasonal events (Christmas, Easter, Mothers Day, Valentines Day).- Given the opportunity to be part of the Marketing COVID Squad. Executed communications and adapted to high frequency of changes during the most challenging time the business has experienced; Customer first- Continued to build strong stakeholder management and integration across a variety of different functions such as eCom and Rewards; working collaboratively as one team- Recognised as a ‘go-to’ in the Marketing Communications team, as noted by my leaders- Completed the AANA Brand Masters Program in October 2020Responsibilities:- Lead and execute campaigns and always-on communications across digital and traditional, owned and earned channels- Develop best-in-class briefs that are clear and lead campaign messaging to deliver to the key objectives; based on customer insights, behaviour and incremental sales- Work intimately with our creative partners (M&C & Wellcom) to define our assets and manage ongoing execution of campaign assets.- Work collaboratively with media and owned channel teams to define the most effective plans across traditional and digital channels- Manage forecasting and budgets (large scale production and media) of campaigns to maximise effectiveness while being conscious of any cost saving measures.- Work closely with our commercial, category, trade and Cartology teams to ensure our customers are receiving the best offers- Comprehensively review past PIR’s and action PIR’s from completed campaigns to identify and address gaps

Achievements:- Opportunity to lead the 3.0 Local Area Marketing new creative suite brief with M&CCampaign and project management of cultural events – Passover, Ramadan and Lunar New Year- Implemented a project management system in Local Area Marketing to streamline processes and timelines- Supported the development and activated ATL and BTL strategies for the most high profile store of 2017 – Marrickville MetroResponsibilities:- Support and execute Local Area Marketing strategies for Woolworths Supermarkets including, but not limited to, New, Renewal and Market Development stores, tactical marketing, events and promotional activity.- Work closely with the State Marketing Managers to activate strategic plans through a number of channels including catalogues, press, radio, OOH and digital, to drive customer engagement, retain and acquire lost customers.- Effectively communicate, support and develop positive relationships with internal and external stakeholders, such as Marketing, Commercial, Carat, Wellcom and M&C.- Deliver excellence in all creative assets by ensuring brand style guidelines are adhered to- Actively seek additional projects such as managing campaign integration and adhoc briefs into agencies

Co-ordinate and manage the catalogue process right through until print/dispatch for supermarkets nationally. Work with business teams as well as Wellcom (production agency) and M&C Saatchi (creative agency) to produce advertising material within the guidelines set by the business whilst adhering to timelines/deadlines and following set processes. Responsibilities include: • Reviewing Weekly Advertising Monitor and other relevant customer research• End to end production of Australia's most widely distributed and read national printed and digital catalogue• Provide recommendations on the appropriateness of advertising programmes and creative

Sydney, Australia

Bachelor Of Business And Commerce, Marketing

Digital Marketing Certificate, Digital Marketing

Mini Mba, Marketing

Hsc