Maxine Bengad Email & Phone Number

Sydney, New South Wales, Australia

At Extent Heritage we deal with tangible and intangible heritage, be it buildings, sites or practices, to bring the stories of the past to light. We often remind our clients that it’s not just about bricks and mortar, or digging a hole in the ground. We work with people to study people on behalf of people. It’s really all about people. In 2023 and beyond, we’re moving further ahead than ever before. We’re developing new ways to gain insights into the past using digital archaeology, exploring fresh approaches to heritage interpretation, and we’re growing our in-house laboratory to help us analyse and preserve the invaluable artefacts we recover on a daily basis. Our latest collaborative project with UK’s Wessex Archaeology puts us at the forefront of Sea Country projects and research. Working in close partnership with Traditional Owners, we provide technical expertise and advice to assist in the identification, understanding and management of the important archaeological and cultural heritage values of Sea Country. We provide a full suite of cultural heritage services to clients and partners including government, proponents and Traditional Owners alike. We want to help our clients and collaborators see the opportunities of heritage. Land or sea, we at Extent Heritage believe that the greatest assets we have are the ones beneath us, and among us—the stories we tell help understand one another and build the future together.

Sydney, Australia

Engaged to re-launch the website and e-commerce platform for one of Australia’s prominent Art Galleries, I have been retained to provide hands-on leadership across marketing strategy and execution as an advisor to Charles and Christa Billich. Supporting mid to long term strategic objectives. I have focused on commercialising the organisation’s approach to content and campaigns to maximise return on investment and drive revenue conversion. As part of my role, I have lead marketing planning, budgeting, PR, partnerships, digital/EDM and exhibition integrations.• Re-launched the website, gaining coverage in SMH for the launch party while increasing online revenues; • Produced a coffee table book to tight timelines, managing a global supply chain and China-based manufacturers;• Introduced new approaches to the existing social media strategy, including the use of influencers and commercialisation of content/campaign posts; • Implemented a new monthly EDM strategy, delivering stand out open and click through results;• Generated impressive statistics in terms of social and organic search including first page rankings on google for various keywords and groupings and significantly higher sales conversions; • Led integration of the Dali Sculpture Exhibition to the Billich brand across website, digital and customer touchpoints. working with global stakeholders;• Supported the production, integration and promotion of ‘Beyond the Canvas’, a documentary film that launched at Cannes Red Carpet Event in 2019.

Sydney, New South Wales, Australia

Sydney, Australia

A fantastic opportunity to work with a company focused on creating sustainability in logistics and supply chain solutions through the manufacturing of 100% recyclable pallets, I was asked to overhaul the brand and marketing strategy for the organisation before being retained as a proxy Head of Marketing. Consulting directly to the CEO to transition the organisation from a legacy consumer-led narrative to a B2B value proposition, I have led a number of key initiatives supporting sales execution and raising brand awareness globally, across channels, platforms and audiences. • Worked with a leading external firm in the sustainability arena to develop and launch the organisation’s pioneering ‘lifetime value calculator’, a critical project underpinning communication of the company’s value proposition; • Launched the LVC at the Responsible Business Forum Singapore 2018, leading commercial negotiations and marketing to create an invaluable platform for increasing Re>Pal exposure and brand awareness through an intensive series of events and networking sessions;• Developed and launched a Sustainability and Lifetime Value Award program; evaluating options including carbon-offset certificates, the broader stakeholder ecosystem and funding framework opportunities for CSR initiatives; • Leveraged the environmental and sustainable nature of the organisation to broker PR and NFP partnerships advancing mutual objectives including National Geographic and ABC Radio

Sydney, Australia

A unique opportunity to provide innovative creative and communications leadership to support key strategic objectives, I worked closely with the senior management team to elevate employee engagement through the development and roll-out of a new, best practice internal communications strategy and set of engagement tools. Involving the introduction of audience segmentation to inform the development of a new strategy and campaigns inclusive of immersive, interactive events, a repositioning of communications content and the introduction of new, outside-of-the-box initiatives including the well-received ‘60-sec selfie’ campaign, my role has been critical to driving a shift in divisional thinking. - Awarded a BT Star for initiating and delivering exceptional experiences for the PHP7 Masters Event and 2017 Communications Strategy- Worked closely with the GM to raise personal profile and align leadership messaging with strategy, in addition to leading the roll-out of a suite of initiatives spanning town hall/forums, intranet, social media and reward;• Leveraged network of creative agencies to secure talent and also reduce costs; • Pioneered the innovative ‘60-sec selfie’ campaign, a well-received engagement tool that has been adopted by Westpac Group’s Learning Bank as a best practice competition mechanism.

Sydney

Reporting to the Group Marketing Director, I developed and implemented a new CRM system and change program to deliver an updated sales process for a single view of new business opportunities across all agencies in the group.

Sydney Area, Australia

Working closely with the CEO, I developed and executed a 5-year strategic plan and incremental delivery roadmap for APAC focused on strengthening process frameworks to drive revenue and profitability growth across the region. Holding responsibility for financial management including cost controls and reporting while managing a team of +30 in production delivery, I drove a strong metric-based approach to understanding and improving business performance. A key aspect of this role was building client relationships supporting business development activities and the development of global stakeholder partnerships. - Delivered +70% of the annual sales target after just 5 months in post;- Created >10% in additional revenue on each international transaction through a proactive FX strategy;- Delivered ‘Barinageddon’ a fully optimised viral campaign follow-on for NRMA Insurance that achieved 850K YouTube hits and 8.3M website impressions.

Sydney, Australia

Joining this global brand experience agency in a newly created business development role, I shaped a strategic plan for local and global teams that secured additional business from within the existing client base. Leading extensive research to inform the most effective approach to sales strategy, I presented creative solutions considering individual business challenges to secure new and ongoing opportunities. Focusing on developing best practices across the business, I led thought leadership workshops that presented learning opportunities whilst communicating a customer-centric agenda.- Delivered 5-10% agency growth, opening doors to Allianz, Bunnings, Coca-Cola, NRMA and Wesfarmers;- Pitched an innovative offering that secured engagement as part of the Pernod Ricard global biannual leadership event;- Introduced the Nature Conservation Trust to Jack Morton, repositioning the organisation as a recognised leader in private land conservation through government partnerships and corporate CSR sponsors.

Australia

With responsibility for managing large-scale influencer marketing campaigns, I improved delivery frameworks to grow client relationships and protect the ongoing commercial success of Australia’s most compelling community of social media influences. Partnering with the CEO, I developed influencer marketing strategies and word-of-mouth campaigns that drove both behavioural changes and increased sales. I provided leadership to +10 staff across the agency, managing the delivery of engagements that encompassed digital, social media, branded collateral, experiential and co-creation strategies. - Selected by the CEO to represent the agency at the 2013 CMO summit, resulting in 3 new lucrative clients;- Increased project profitability by 10-20% by improving fluidity in production processes to drive the quality of campaign results;- Engaged by Unilever Simple Face Wipes to build brand awareness in the Australian market, developing a two-tier influencer strategy that generated +10K product trials.

Sydney, Australia

Engaged by the Board as an independent strategist, I defined and executed end-to-end marketing campaigns that repositioned the company as a leader in industrial construction. I partnered with the executive team to shape strategy and implementation plans that would grow market awareness, engage prospects and develop a value-driven brand through techniques spanning digital and content marking, CRM and event sponsorship. - Designed and implemented a ‘C-level Thought Leadership Lunch Series’, creating a prestigious and well attended event that is still in operation today;- Led the winning submission for the 2013 Master Builders Award in the $3-5M category, securing industry recognition for the successful delivery of 66 King Street, Charles Plaza;- Delivered a marketing strategy that uplifted revenue by securing Fortis several new industrial clients including Roche Group, Morisset Mega Storage Centre and Sydney International Airport.

Sydney, Australia

Higher Education Diploma Of Sustainable Practice, Sustainability Studies, High Distinction

The National Environment Centre This course is fully aligned with 5 years of research by the International Society of Sustainability.

Certificate, Data Driven Marketing

Content Marketing Certificate, High Distinction

Digital Marketing Certificate, Distinction

Diploma Of Marketing

Travel Writing Certificate