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Resilient, passionate and versatile marketer who has succeeded and (critically) failed in brands/organisations as diverse as Apple, UK Government, Carnival Corporation and LEGO during start-up, high-growth and turnaround situations in country, regional and global roles in Asia, Australia, US, UK and Europe. Focused on supporting and driving transformational organisation-wide culture change through genuine customer centricity and delivering a unique, differentiated and bespoke customer experience.Outstanding track record in improving awareness, consideration, and acquisition across all marketing channels (Paid, Owned, Earned/Shared, Partner) and sales channels (Retailer, Reseller, Online) while fully aligning with overall strategic vision.CAREER HIGHLIGHTS* Built/evolved teams (0-62), programmes ($2.5M-$78M) and technology solutions (DMP, CDP, CRM, Automation, CMS) around brand strategies, marketing campaigns and product/event launches that have generated over $5.3B in omnichannel revenue (Retailer, Reseller, Online).* Since 2011 successfully adapted, transferred and evolved marketing strategy, planning and execution within 5 newly created leadership roles in diverse industries on 3 continents* Instrumental in creating the Launch Playbook for Apple’s Asia Pacific expansion in 8 new markets and for developing/launching/updating LEGO’s 27+ Brand Audience Playbooks across all 52 markets.
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Commercial And Marketing DirectorChoiceSydney, Nsw, Au
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Commercial & Marketing DirectorChoice Nov 2024 - PresentMarrickville, Nsw, AuResponsible for marketing, brand and sales strategies, consumer insight, customer acquisition and CRM.Lead a team of 20Report to CEO
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Chief Marketing OfficerViva Leisure Oct 2023 - Mar 2024Mitchell, Act, AuAchievements* Consolidated media agencies into single entity and brought together internal Creative Studio into one team. -
Global Director, Media ManagementThe Lego Group Nov 2018 - Jun 2023Billund, DkAchievements* Guided, supported & inspired cross-functional teams (globally, regionally and locally) to use Paid, Owned, Earned/Shared Media & Partnerships in a more integrated, holistic, and impactful way through the development, refinement and optimisation of 27+ Brand Playbooks.* Addressed audience fragmentation and improved media cost efficiencies/effectiveness 11% by:a) Negotiating, designing and rolling-out new digital customer engagement experiences on LEGO.com and Partner platforms (Roblox, PlayStation, Nat Geo, Disney, Minecraft)b) Introduced new ways of defining, measuring and improving contribution from Paid, Owned, Earned/Shared and Partner Media including regular media audits, econometrics and equivalency metrics. c) Accelerating and supporting migration of marketing budget from 65% TV (30% Digital) to 65% Digital (30% TV) in 4 years. -
Global Digital Marketing DirectorCunard Aug 2016 - Nov 2018Southampton, England, GbAchievements* Developed a ‘digital first’ marketing strategy. Obtained buy-in/funding from Exec. Hired technology partners, agencies and restructured in-house team of 14 to execute strategy. * Drove set-up, adoption and usage of MarTech (Adobe) that allowed Carnival Corp. to collaborate, coordinate and execute globally across all 8 cruise ship brands (sharing best practice/efficiencies of scale).* Grew web/app traffic 13%, retention 6%, Average Order Value 15% and eCommerce revenue 26% year-over-year (2017-2018). -
Marketing DirectorDepartment For Business And Trade Sep 2014 - Apr 2016London, GbAchievements* Created new global customer focused programme/campaign framework (from ad hoc, event-led promo approach) & placed it under the cross-government GREAT brand (Travel, Business & Education). New strategy led to 37% increase in funding from No.10 Downing Street (Cabinet Office).* Launched GREAT Festivals in Hong Kong/China, International Festival for Business (UK/Dubai).* Increased awareness 11% pts, sentiment 16% pts, and 38K Marketing Qualified Leads (MQLs) helping creation $2.6B of jobs/growth for the UK economy via Inward Investment and Exports -
Global Digital Marketing DirectorDepartment For Business And Trade Aug 2013 - Sep 2014London, GbAchievements* Rebdged and relaunched online presence under the GREAT brand* Reduced number of social media/digital platforms from 522 to 17. * Grew reach 273% and engagement 56%
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Interactive Marketing Lead Anz & SeaApple Apr 2011 - Aug 2013Cupertino, California, UsAchievements* Flawlessly planned, adapted, and delivered all product/event launches (iPhone, iPad, Mac, Software, Services), seasonal and sustain Marketing Communication work across all segments in 21 markets with newly reorganised internal/agency team.* Increased number of digital platforms 80%, number of languages communicated in from 3-5 and traffic from paid, owned and earned media by 214%. * Key contributor to growth 76% in revenue & 26% in market share for the region. -
Vice President, MarketingAia Apr 2010 - Apr 2011Central, Hong Kong, HkAchievements* Established the vision and objectives of AIA’s digital strategy in 14 markets. Set the agenda for digital innovation throughout the organisation.* Obtained agreement from the AIA Board for a radical, channel shifting US$28M marketing/eCommerce brand strategy (‘My AIA’). * Recruited/led a team of 10, 5 agencies and 3 programmes which generated $42M in direct revenue the first 5 years. -
Senior Manager, Digital Marketing ApacApple Apr 2007 - Apr 2010Cupertino, California, UsAchievements* Set-up and directed all aspects of brand strategy, roadmap, and marketing activities (product launches, programmes, and promotions) for all eCommerce activity in the Asia Pacific region. * Planned and launched 8 new eCommerce websites in 4 languages. Recruited world-class team of 15 (Search, Affiliate, Developers, Designers, Merchandising, CRM, Insight) to support expansion. * Increased web traffic by 857% and grew direct revenue (eCommerce and Call-Centre) from a $20M to a $450M a year business exceeding revenue target by 36%.
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Manager, Digital Marketing, ApacApple Apr 2005 - Apr 2007Cupertino, California, UsAchievements* Launched first ever country specific marketing campaign (South Korea – Chuseok) leading to the creation of Chinese New Year, Diwali, Hari Raya, Back to School/Uni & Corporate Gifting cross-regional campaigns.* Succesfully launched new Refurbished products, Corporate EPP and Education programmes for ANZ contributing an increase 12% pts to overall eCommerce revenue* Increased web site traffic by 103%, customer base by 140% and eCommerce revenue by 101% YoY (2006-2007).
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Marketing Manager, AnzWolters Kluwer May 2003 - Apr 2005Alphen Aan Den Rijn, NlAchievements• Created, developed, and launched a new online subscription brand (‘Solutions Finder’) that remains an integral part of the Asia Pacific product portfolio. • Increased web traffic 45%, registrations 62%, Average Order Value 67% and eCommerce revenue 80% year-on-year.• Successfully led the Wolters Kluwer brand refresh across all digital platforms in the Asia Pacific region. Coordinated roll-out and standardisation of online customer brand experience with zero issues. -
Advertising ManagerFuture Aug 2001 - Mar 2003London, England, GbAchievements* Development of marketing and promotional innovations including CD cover mounts, sampling and database marketing for three music magazines on behalof of the five major global record companies.* Successfully launched Bang Magazine (biggest consumer magazine launch 2002) and exceeded revenue targets by 16% (circulation and advertising) -
Account DirectorSapientrazorfish Nov 1999 - Sep 2001New York, Ny, UsAchievements* Worked on groundbreaking digital marketing campaigns for brands including 20th Century Fox, EMI and Compaq. -
Advertising ManagerEmap May 1998 - Nov 1999London, City Of London, GbAchievements* Won the contracts to publish Massive (through HMV) and Official Dreamcast Magazine (through Ozisoft). -
Sales ExecutiveThe Sydney Morning Herald Jun 1997 - May 1998North Sydney, New South Wales, AuAchievements* Relaunched Metro (SMH Entertainment Section) -
Advertising And Promotions ManagerDennis Aug 1993 - Jun 1997London, London, GbAchievements* Repackaged unprofitable music magazine (Metal Hammer) with a self-funding multimedia CD covermount (music and games) that increased circulation by 28% and took the magazine back to profitability preventing its closure/sale.
Mark Blackburn Skills
Mark Blackburn Education Details
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University Of Technology SydneyInternational Marketing/E-Commerce -
The University Of ManchesterEconomics
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The University Of ManchesterEconomics
Frequently Asked Questions about Mark Blackburn
What company does Mark Blackburn work for?
Mark Blackburn works for Choice
What is Mark Blackburn's role at the current company?
Mark Blackburn's current role is Commercial and Marketing Director.
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What is Mark Blackburn's direct phone number?
Mark Blackburn's direct phone number is +4484507*****
What schools did Mark Blackburn attend?
Mark Blackburn attended University Of Technology Sydney, The University Of Manchester, The University Of Manchester.
What are some of Mark Blackburn's interests?
Mark Blackburn has interest in Cooking, Economic Empowerment, Travelling, Environment, Theatre, Poverty Alleviation, Science And Technology, Music, Infographics, Animal Welfare.
What skills is Mark Blackburn known for?
Mark Blackburn has skills like Digital Marketing, Online Marketing, E Commerce, Strategy, Integrated Marketing, Marketing Strategy, Marketing Communications, Online Advertising, Digital Strategy, Management, Marketing, Crm.
Who are Mark Blackburn's colleagues?
Mark Blackburn's colleagues are Martha Psiroukis, Hisham Obeid, Ponnambalam Gunendran, Irene Betco, Danielle Ferreira, Gianna Lo Sordo, Lyndy Clark.
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