Rebekah Sherriff Email & Phone Number

Wellington, New Zealand

Wellington, Wellington Region, New Zealand

NZTA / Waka Kotahi — Feb 2024 – PresentLed human insights element for developing a baseline assessment of NZTA’s regulatory stewardship and key risks in the land transport system for the Evidence Centre.Achievements:• Defined and built structured human insights programs to inform the Director and key decision-makers about reasons for current non-compliance, and the potential impact of future interventions.• Delivered new insights for 32 land transport profiles, from vehicle inspectors to rail, in just four months.• Designed and delivered a multi-stage, mixed methods project with the public to identify high-risk areas of the land transport system. This included analysing reasons for non-compliance and areas of risk across all areas of the land transport systems including rail, ubers, public buses and taxis.

Wellington, Wellington Region, New Zealand

In-house expert on behaviour insights for Inland Revenue. I delivered and consulted on projects, developed best-practise interventions to understand customer behaviour, and mentored staff.Achievements:• Led a cross-functional behaviour-design initiative to prevent property developer tax avoidance. This resulted in 95% of this group correctly declaring their income – compared to a baseline of 0%.• Designed a randomised-control-trial that resulted in 8% of people successfully paying off their instalment plans when they were offered one in a text. This group were unlikely to pay if there was no intervention.• Developed a new strategy to improve instalment arrangements by using behavioural blueprinting. This drew on customers’ views of Inland Revenue and the difficulty of signing up for instalment arrangements, and the underlying systems that held this journey in place. Presenting this information to decision-makers across the business in an engaging way helped to reshape IR’s strategy. As a result, we identified millions in savings that could be made, and the approach has been rolled out across the business.

Wellington & Wairarapa, New Zealand

-Developing new marketing and communications strategy to focus on the systemic harms alcohol causes to health and communities. This includes a flagship brand approach grounded in te ao Māori, drawing on the social movements Māori have led since Europeans brought waipiro (alcohol) to Aotearoa.-Providing marketing and strategy support for 1000 first days. This includes helping to develop psychosocial content strategies across government for māmā during COVID-19.-Currently helping to develop a platform developed by wāhine, for wāhine to help māmā get through the waves of motherhood.Achievements:-Shifted Te Hiringa Hauora’s marketing focus away from individuals’ drinking behaviour towards addressing the systemic inequities by creating a social movement to create policy and culture change

Wellington, New Zealand

Seconded into the web team for the COVID-19 response, developing copy for www.covid19.govt.nz

Edinburgh, United Kingdom

-Led the content strategy for Parent Club (parentclub.scot), a world-leading audience-first campaign to help make parents’ lives easier and deliver the best outcomes for children from pregnancy up until age 8.-Worked with Scottish Government and community partners and parents to curate tips to use across the website and social media for campaigns.-Provided expert digital and social media advice and support to my team, partners and agencies.-Part of all aspects of campaign development: developing marketing briefs, through to message testing, to developing, testing, executing and evaluating the creative.My campaign experience has included:• Baby Box (key support include: maternal attachment, mental health, play, safe sleeping) • Breastfeeding• Read Write Count (literacy and numeracy for 4-8-year olds)• Play Talk Read (parental engagement with 0-3-year olds)• Stillbirth• Early learning & education• Equal protection (positive parenting)Achievements:-Parent Club’s social media was considered the “gold standard” for the Scottish Government - a place the public both trusts and embraces as their own. Facebook achieved engagement rates over 4%, with positive sentiment over 15% and 0-1% sentiment on a £0 budget.-Helped develop, implement and optimise a national email programme with support for parents from pregnancy until their child’s 3rd birthday. This continues to out-pace industry standards.- Despite limited brand awareness, Parent Club’s new website now out-performs all legacy campai

Auckland, New Zealand

-Manager responsible for communications, fundraising and marketing for NZ’s largest sexual abuse support charity. HELP Auckland supports a population of 1 million people. -My role entailed developing communication and fundraising strategies, social marketing campaigns to influence public opinion, developing media campaigns, training senior staff to liaise with the media, writing editorials, e-newsletters and print newsletters, managing teams of interns and volunteers, donor and volunteer relations, social media management, and writing grants and appeals.-Developed the #EvasWish campaign with Youth Ambassador Eva McGauley to end sexual abuse. This advocacy campaign has resulted in NZ’s government guaranteeing 24/7 online counselling and raised over $50,000 – more than 10 times the prior ROI for appeals. -I currently manage an online service for teenage girls who have been sexually abused, Dear Em. This is a world-first campaign that empowers girls to be part of helping to end sexual abuse, to heal, and talk about what matters to them. -My day-to-day role for Em sees me do anything from running co-design workshops with girls and youth counsellors, interviewing girls, writing or editing content, mentoring girls who want to contribute, creating graphics, developing the brand and website, managing social media and developing campaigns to ensure Em is a force for good in girls’ lives.

Social marketing, fundraising and communications for initiatives to improve Kiwi's mental health. Developed a theory of change for Like Minds, Like Mine, the nationwide programme to combat the discrimination that people who experience mental illnesses face, and brought in over $350,000 in grants and donations.

Auckland, New Zealand

-Managing all Lifewise’s communications and social media, including Facebook, Twitter, Instagram, LinkedIn and Youtube. -Responsible for all fundraising communications, including three-yearly print newsletters, monthly e-newsletters, and appeals. -Spearheaded the communications for Lifewise’s biggest fundraiser, the Big Sleepout. This event is when NZ’s most influential sleep rough to end homelessness. The campaign included daily posts at www.bigsleepout.org.nz , writing press releases and media features, and all communication with participants. -Big Sleepout website design and development.-Managing and directing relationship with PR firm, with national coverage of Lifewise across TV, print publications and online media. -Developing video content to humanize homelessness in New Zealand.-Managed all internal communications, including a monthly newsletter for over 300 staff. Achievements:-The Big Sleepout went from earning $174,000 to over $300,000 in just a year.-Developed strategies for donor development, and sponsorship & social enterprise opportunities.-Piloted a highly successful deal in partnership with GrabOne to buy four meals for a hungry or homeless Aucklander, which earned over $20,000 in a week. -Created a joint petition and campaign with Youthline and other not-for-profits to raise the age of foster care from 17 years to 21: WeDontStopCaring. Nearly 15,000 New Zealanders signed, and the campaign received nationwide attention in the media.

Auckland

-Writing compelling grant applications for a small non-profit that supports New Zealanders living with debilitating muscle diseases.Achievements:-Developed grant strategy, policies and procedures, including oversight of all grants from the three regional branches.-High rate of successful grants. -Although it wasn’t part of my role, I secured a $30,000 bequest for the Neuromuscular Research Directory

Wellington/Auckland, Nz

-In-house expert on the public’s right to privacy. -Researched and advised government on the public’s comfort with government accessing their personal records to create statistics.-Advised the senior leadership team on privacy risks to the business and how to address them. -Developed and oversaw the business case process for linking large datasets of personal information together. -Managed relationships with Statistics New Zealand and government stakeholders who hold personal information.-Developed and delivered staff training to build awareness of privacy issues.Achievements:-Six month secondment to manage a team of five during a restructure. Highly praised by the team and senior leaders for my compassion, support, and encouragement to keep the team’s productivity high. -Developed a strategy for seeking the public’s views on their comfort with government accessing their data. -Authored an organisation-wide column on “efficiency tips” – quick tips to make your life easier. This was later nominated for an IPANZ award. -Principal privacy expert for a government-wide response to privacy breaches in 2011. This included establishing a portal of guidance and templates for government Privacy Officers to reduce the risk of future privacy breaches.

-Ongoing training in leadership skills.-Statistical analysis and research, including producing the Consumer Price Index (CPI).-Developing strategies to engage with survey respondents. -Website design and development.Achievements:-Selected out of hundreds of applicants for my leadership skills. -Developed an organization-wide strategy for presenting data in innovative ways, including infographics and real-time updates.

Postgraduate Diploma In Science, Health Psychology, Distinction

Bachelor Of Science With Honours, Psychology, First Class