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Today’s marketing and communications professional is a complex creature. Curious, experimental, a clever storyteller, accomplished creator and custodian of brand equity, and – most importantly – a professional who is comfortably duty-bound to act with integrity when it comes to the art of ‘influencing’. When you add to the mix a brand you really believe in, a client, community or user base of incredible ability and character, and a team of industry colleagues diverse in their composition, talents and ambitions – for me at least – there are few more professionally rewarding roles than that of 'CMO'. It’s a role, when performed correctly, demonstrates leadership through service. Service to a brand, mission, vision, shareholder, crew of collaborators, and of course a customer – one both respected and valued. Over the course of my career, I have been a custodian to a mix of brands… several on the rise, a few tired but with a heap of love able to reach their fuller potential, one seeking a more contemporary perspective of its remarkable 180-year history, and one at the top of its category – though still with real prospects to be greater. In each instance, at the helm of these brands, there has been a bigger picture to serve. In service of the 'BIG PICTURE' – I’ve grown equity, redefined customer experiences, filled pipelines and authored strategies that have shifted both market perceptions and business culture. With a growth hacker mindset, I’ve repeatedly pushed boundaries – earning global accolades, the trust of my colleagues, and the opportunity to add my voice to matters of great significance for the industries and organisations I’ve represented. Most importantly (for me), in the leadership roles I’ve held, I’ve been able to leverage my position to ‘balanced the ledger’… to help organisations adjust unconscious cultural disparity by creating spaces of acceptance, inclusivity and professional excellence. Today, I joyously wear the hats of brand, sales & growth strategist, brand custodian, writer, storyteller, podcast and content producer, growth hacker marketer, mentor, advocate, spokesperson, employer and leader. If you wear the same head apparel and would like to share your experiences - I invite you to connect.Wallawaani...Additional areas of interest… • Health Tech, Insurtech, & HRIS• Longevity Science• AI, ML, LLMs & Natural language processing• UNSDG 3.4• ESG strategy• MROI measurement & attribution• Growth hacker marketing• Cognitive and behavioural learning theory
Wasp Australia | Kitsch Hen Marketing
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Growth And Marketing ConsultantWasp Australia | Kitsch Hen MarketingSunshine Coast, Qld, Au
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Group Chief Marketing OfficerEsri Australia & Esri South Asia Group | Bgt Jan 2011 - Dec 2023A broad role with dual executive and marketing related responsibilities - 'some' of which have been listed below: • Establishing integrated, multi-channel marketing strategies incorporating individual channel execution plans.• Facilitating the capture of multi-year sales strategies by working with sales leaders to establish a multi-horizon' sales plan that informs Marketing and all other supporting divisions' planning processes. • Contributing to the Group’s strategic planning processes including: organisational restructures, budgets, workforce planning, go-to-market, ERP, BCP & Disaster Recovery plans. • Develop strategic communications plans and implementation roadmaps for project-based and long-term corporate positioning initiatives. • Leading ministerial engagements and negotiations with visiting Subject Matter Experts.• Establishing crisis communications plans and leading all critical incident (comms) responses. • Developing PR strategies and overseeing delivery of execution plans. • Managing all media and industry association partnerships and contracts.• Establishing brand architectures, corporate positioning strategies and undertaking brand equity audits.• Establishing performance metrics and MROI reporting frameworks. • Establishing and overseeing the delivery of Esri Australia’s Education program strategy.• Developing of all c-suite communications including market announcements, minister briefing notes, direct mailers, Annual Report contributions and senior stakeholder complaint responses.• Copywriting and editing of an extensive range of corporate and promotional communications, including ghost-writing for senior executives and (when required) Board members.• Leading the creative team function (i.e. graphic design, podcast and multimedia productions).• General operations planning and management including – budgets, human resources, compliance, data governance, management reporting, team structure, and agency/media partnership contracts.
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Executive Manager - Marketing & CommunicationsQueenslanders Credit Union Apr 2008 - Dec 2010Brisbane, Qld, AuAs the Executive Manager Marketing I was part of the executive management team reporting directly to the CEO and Board. I came into the organisation when it was at risk of going in to 'oversight', as part of a new leadership team charged with steering the company to achieve greater financial stability. My duties included: • Establishing QCU’s corporate positioning and branding strategies.• Budget planning, management, and reporting.• Board and management reporting.• Development of integrated sales and marketing campaigns.• Collaborating on the development of new product lines.• Expanding and redeveloping QCU's online distribution channels.• Developing policies relating to reputation risk and the cultivation of new product lines.• Providing operational and communications support for the rollout of a new core banking software system. • Overseeing all corporate communications and day-to-day operations of the Marketing Department.• Negotiating annual rates for press, television and radio advertising and scheduling of ad placements.• Liaising with external production houses in the creation of television and radio commercials. • Working with PR and creative agencies and various media groups.• Overseeing QCU’s participation in various tradeshows and sponsor events. • Management of all third-party supplier contracts (for the marketing division). • Managing all community sponsorships and industry partnerships.• Conducting member and market surveys. • Copywriting brochures, media releases, speeches, website content, member newsletters, press, releases, statutory notices, and all member correspondence including operational and direct marketing letters. • Managing the production of QCU’s Annual Report;• Working with the Distribution Manager and CFO to pivot marketing efforts to support sales and liquidity targets. • Overseeing QCU’s social media and digital marketing activities. • Management of site selection and property fit outs for all new branches. -
Head Of Member RelationsUni Credit Union Ltd Jun 2004 - Mar 2008As UCU’s Head of Member Relations I was part of the executive management team reporting directly to the CEO. I was charged with managing the Credit Union’s: retail branch network; Call Centre; Marketing and Communications Department; and Operations (including properties, Compliance, Collections, and loans processing).The focus of my role was to transition the company’s ‘transaction based’ culture to one that focused on growth and professional excellence. I was charged with architecting and delivering a significant change program that included: • Establishing a performance management framework;• Overhauling the company’s HR policies; • Introducing a set of corporate standards based on ‘best practice’; and• Implementing an integrated program of staff development.In relation to the marketing aspects of the role, my key areas of responsibility were:• Strategic marketing and communications planning;• Brand management and corporate positioning;• Budget planning, management & reporting;• Campaign and project management; • Managing supplier relationships;• Redevelopment of the company’s online distribution platform;• Production of all sales support materials and marketing collaterals• Sales management – including: sales administration coaching, tracking and reporting.Outside of these responsibilities, I also managed third-party supplier contracts, branch fit-outs and leases, fraud investigations and a range of other operational duties relating to branch operations. In addition, I was a key contributor to the largest IT project ever undertaken by the Credit Union, which resulted in the replacement of the company’s core banking software. Uni Credit Union eventually merged with MECU.
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Communications ManagerIndue Oct 2000 - Jun 2004South Brisbane, Queensland, AuIndue (formerly CreditLink) is an aggregated service provider specialising in the development, customisation and support of a broad range of IT-based services. On first joining Indue I was charged with the task of building a marketing department and assisting in the establishment of a sales-orientated culture. Indue was originally established by a consortium of companies to provide shared services at wholesale prices. Following a change to their core operating strategy, Indue expanded its operations to included non-member clientele. My appointment was as a result of this key change in operating policy. While working for Indue, I was promoted to the position of Manager Communications. As the Manager Communications, I reported directly to the CEO and was responsible for a broad range of initiatives and projects, including:• Driving the company’s Corporate Positioning Project;• Management of the company’s annual National Conference and Tradeshow;• The standardisation of all internal and external communications and the development of a company-wide communications policy;• The development of marketing strategies and support materials supporting new product launches;• Compilation and production of the company’s Annual Report; and• Redevelopment of Indue’s corporate website.I also established and became Chief Editor of the company’s quarterly industry news journal - ‘CL4’. It was interesting times...
Raquel Jackson Skills
Raquel Jackson Education Details
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The University Of QueenslandCommunications
Frequently Asked Questions about Raquel Jackson
What company does Raquel Jackson work for?
Raquel Jackson works for Wasp Australia | Kitsch Hen Marketing
What is Raquel Jackson's role at the current company?
Raquel Jackson's current role is Growth and Marketing Consultant.
What is Raquel Jackson's email address?
Raquel Jackson's email address is rj****@****.com.au
What is Raquel Jackson's direct phone number?
Raquel Jackson's direct phone number is +61 1300 63*****
What schools did Raquel Jackson attend?
Raquel Jackson attended The University Of Queensland.
What skills is Raquel Jackson known for?
Raquel Jackson has skills like Marketing, Marketing Strategy, Marketing Communications, Social Media Marketing, Team Leadership, Business Development, Content Development, Email Marketing, Online Advertising, Business Strategy, Direct Marketing, Social Media.
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