I develop and manage the marketing and communication strategy to drive commercial revenue through cinema admissions, repeat visitation, the loyalty program, e-commerce, food and beverage, gift cards, cinema hire and corporate sponsorships for the Australian and New Zealand business. This was a multifaceted role that focused on leading and developing the HOYTS marketing team ensuring all owned, earned and paid activities were integrated, consistent, on brand and delivered on the overall business strategy.

I developed and lead the marketing and communications strategy across the Australian and New Zealand business and brands. Identifying key revenue opportunities, I developed relevant marketing campaigns to drive maximum revenue across the business. A multi-faceted role that was responsible for strategies across acquisition and retention targeting both B2C and B2B audiences, driving revenue through digital platforms, the loyalty program, retail offerings (food and beverage, merchandising, gift cards), cinema hire and corporate sponsorships. I developed, managed and led the company’s owned, earned and paid media strategy.

I developed and managed the brand, communications and social media strategy for The Hoyts Group. I was the brand custodian for Hoyts from strategy, to messaging, content and design activities across the various platforms for B2C and B2B customers. I ensured the campaigns were consistent and created compelling and engaging sell to customers.

Developed, managed and implemented the marketing and communications strategy across the Val Morgan business to support and promote the brand in market, both with agencies and clients direct. Responsible for all the content creation for the business including original content created for clients and Val Morgan ident, seen by over 23 million consumers across Australia and New Zealand.

Zealot is a full-service creative international marketing agency specialising in creating award-winning marketing and sales campaigns for the Entertainment industry. I worked with clients on their marketing strategies and objectives, ensuring Zealot delivered to brief, budget and deadline. Clients included Warner Bros, Roadshow, Screen Australia, Discovery Networks Australia, Lego, Sky Racing, Ausfilm, BBC, 20th Century Fox, Universal Pictures, HBO. Created sales marketing materials that assisted in the sales of movies and TV series to international markets - Masterchef, X Factor, The Apprentice, The Kings Speech, An Education, Marilyn, Animal Kingdom to name a few.

Responsible for developing the publicity strategy for the suite of Movie Network Channels and the corporate brand. Tactical responsibilities included talent management and tours, unit publicity and media enquiries.

Developed and implemented the marketing strategies for the Discovery brands (Discovery Channel, Animal Planet, Discovery Science, Discovery World, Discovery Travel & Living and Discovery HD) across all Emerging Markets (40+ countries; Russia, Eastern & Southern Europe, Turkey, Middle East and Africa) for Consumers, Affiliates and Ad Sales marketing, prioritising according to revenue targets. Worked with the Ad Sales team to identify new Ad Sales markets and launch Ad Sales in those markets. Collaborated with the Commercial Team to create strategies to acquire new affiliates, retain current customers and reach revenue targets. Successfully launched Ad Sales in Russia, first international pay TV channel to do so, and achieved the first six months revenue target in the first two months.

I managed the creation and implementation of the marketing, promotions and communication campaigns of Sony TV shows with European broadcast partners. Created marketing and sales materials for international TV sales markets, such as MIP, MIPCOM, LA and NY Upfronts. The highlight was managing the creation of the full length broadcast version of The Official Film of the 2006 FIFA World Cup and marketing campaign for MIP.

In this role I developed the marketing strategies and implemented the advertising campaigns to support the sales targets for the commercial segment (pubs and clubs, hotels and motels and retail). I cultivated a strong relationship with key channel partners to enlist their support toward achieving the acquisition objectives and ensured we could develop the most cost effective marketing and communications materials. I also created a new brand identity for the commercial business and was responsible for the financials of commercial marketing department.

Worked in the Marketing team part-time whilst I was studying my Bachelor of Business before moving to a full-time capacity once I had finished my degree in 2000.