Leading the marketing and PR & communications team, responsible for full marketing mix across the retail and PRO portfolio.• Developed strategic roadmap for marketing function and wider Australian business and build a ‘fit for purpose’ marketing team that delivered significant YoY Net Sales growth.• Developed data-driven brand and channel plans (using e.g. Kantar, Tracksuit, System1) and defined distinct strategic approaches of our (sub)brands, PRO, Dermalogica, Clear Start. This resulted in improvement across the marketing funnel, positive shifts for key brand attributes and increase in NPD penetration/ contribution.• Supported key strategic retail partnerships with Mecca and David Jones, becoming the key ‘high performance skincare’ brand and outpacing ANZ beauty market.

Provided strategic direction and drove the development of the e-commerce channel and direct-to-consumer route for GWA Group. Launched GWA Group’s direct-to-consumer e-commerce platform. Led a team of developers and designers and defined go-to-market strategy (assortment, pricing and promotion). Entered AVS partnership with Amazon. Launched selected GWA products and supported these with Amazon advertising and promotional program. Retail partnerships: developed and strengthened partnerships with selected retailers to improve GWA online presence and conversion.

Led the digital content and activation, data (CRM), platforms and e-commerce. Developed strategic digital vision and roadmap for the group with focus on commercial impact and consumer centricity, driving efficiencies and effectiveness through consolidation and scale. Defined consolidated global data approach, consumer profiling and segmentation and designed global CRM program across our portfolio. Outlined e-commerce roadmap for direct-to-consumer channel (subscription wine clubs).

Managed a team of 36 people across advertising & planning, catalogues & publishing, events and PR.Oversaw key strategic initiatives such as the launch of Food, Jones magazine, Good BusinessJourney and talent/ambassador program.

Responsible for digital strategy and execution, from content creation to amplification.