Ro Fernandez Email & Phone Number

Melbourne, Vic, Au

Melbourne, Victoria, Australia

Lead the team responsible for all aspects of Brand from brand strategy & governance, events & sponsorship, brand campaign activity and including Enterprise Media strategy & planning and Social Media.

Melbourne, Victoria, Australia

I lead the team responsible for enterprise media planning and social media, working cross-functionally and with our media agency and channel partners. This includes developing the strategic framework to measure & optimise ROMI from paid media.Working within the Brand Experience team, I also drive the integrated go-to-market strategy for our brand campaigns and building Vanguard’s brand equity within the Australian market. In addition I also lead social business enablement across social advertising & marketing, social content & creative strategy, community management, technology & tools, compliance, social selling & staff advocacy.

Lead the set up Vanguard Australia’s enterprise social media strategy, working across the business including Marketing, Corporate Affairs, Customer Care, Sales & HR

Melbourne, Victoria, Australia

Responsible for defining & leading Australia Post’s digital marketing, social & content strategy and activity across the funnel and including advocacy, customer support & Martech.Provide strategic leadership & direction to a high performing digital team of 18, as well as the wider Marketing teams across the enterprise.

Melbourne, Australia

With a growing focus on social media, my role is to lead growth and delivery of ANZ Australia’s Social Media Marketing & Channel StrategyThis covers: - Led the team that develops and delivers social media marketing & communications for all integrated Retail & Commercial marketing campaigns (major and continuity). Achievement: Investment in ANZ’s social program has tripled year-on-year as social media has started to overtake many channels for delivering cost-efficient acquisition. Lead volume coming through social media has increased by over 400% YOY- Oversee social media community management & partner with ANZ’s Servicing team to deliver best practice social media customer care & drive self-servicingAchievement: Social customer satisfaction and NPS continue to grow with ongoing focus on improvements and structure.- Continue to grow ANZ’s social footprint and deliver best practice content strategyAchievement: After a significant lag with setting up our social channels after our competitors, ANZ is now the largest bank on Twitter, second largest on Facebook and with a strong reputation for delivering ongoing high content engagement numbers.- Manage the Risk & Governance of our Social program including working with ANZ’s Risk & Compliance team to develop risk frameworks and controls to manage social risk. - Support the business with roll-out of agile ways of working including running the Social, PR & Influencer squad - Review, set up and embed best-in-class social media tools and platforms across Social Management, Social Marketing, Social Customer Care and Social Analytics. - Build & manage a strong partnership with our core social channels (Facebook, Twitter & Linkedin) and our key media and creative agency. - Manage ANZ’s social brand & reputation including crisis management- Reporting to KPI’s and ongoing optimisation

Melbourne, Australia

Lead team of three to drive marketing & communications across social media & mobile channel marketing. This covers- Social media: - Responsible for strategy, development & communications strategy of ANZ Australia's social media channels including Facebook (Facebook.com/anzaustralia), Twitter (@anz_au) & YouTube (YouTube.com/anzaustralia) - Social media training across company- Integrating social media into existing marketing & communications strategies & plans- Drive stakeholder engagement & buy-in - Moderation & development of governance process for social media- Social brand & reputation management - Brand & reputation management- Social campaign development - Community development- Social analytics & performance model development Mobile: Manage marketing & communication for ANZ's mobile channel including goMoney. Marketing channels for this include:- Above the line- TV, press, out of home etc- Digital- website, online & mobile display & SEM- POS- app store, Google Play- Communications- internal, customer, PRSupport mobile advertising agenda by championing & driving mobile pages & tool development

Manage marketing for ANZ's online and mobile channels. This includes anz.com, Internet Banking, ANZ MoneyManager - a Personal Finance Management tool, social media and ANZ's mobile channel (including ANZ goMoney).Acquisition marketing - Drive registrations and usage of ANZ's online and mobile channels. Provide marketing and communication support for ANZ's mobile Apps. Website Strategy- Drive up website conversions, engagement and usage of online tools and ensure the online experience is a usable and accessible one. Search Marketing - Manage the search marketing for ANZ's online channels to drive up visits, engagement and support brand metrics.Support ANZ's Research strategy - Partner with ANZ Market Research with using the online space as another channel for research. Launched ANZ's first online research panel - Your Say.Social Media - Manage social media strategy and implementation for ANZ Australia. This included launching ANZ's official Twitter presence in Australia - @ANZ_AU and supporting/driving further social media initiatives for the bank.

Manage the e-communications/online marketing activity for ANZ Mortgages. Includes strategy development, online media placement, display advertising, search marketing, landing page and web design/development and online copywriting.

Manage all online marketing acitivities across general insurance, health and life insurance, superannuation and investments.

Led strategy and implementation to drive lead generation from above-the-line, below-the-line and online channels. Managed roll out of salesforce.com integrating digital marketing with lead management

Drive acquisition for general insurance across tv, press, DM and online. Initiated Group SEM strategy and re-design of the TOWER website during company seperation from (TOWER Australia). Assisted in structure and roll-out of TOWER's new brand campaign. Lead Generation campaign nominated for 2006 RSVP Awards in Sales Generation Category.

Develop effective marketing and communication plans and recommending strategy for advertising, direct marketing, web development, online marketing, sponsorship and public relations to support acquisition and retention targets for general insurance. Manage the redevelopment of the company’s Internet site for Personal Insurances including building online tools for quoting and application.

Part-time role as I focused on full time post graduate study. Assisted with overall company (both State & NZI) and departmental business strategy & planning. Reported on company KPI indicators. Assisted in research & analysis on a project-by-project basis.

Managed the company’s external image including media, sponsorship events, crisis management, public relations, and corporate citizenship. Managed internal communications and values.Managed communication process for NZI during it's integration with IAG.

Managed broker newsletters, staff news letter and web support for NZI's website. Also assisted in various PR projects, DM campaigns and brochureware

Mini Mba, Brand Management

Advanced and applied training of brand management including positioning, planning and measurement

Graduate Diploma In Business Studies, International Business

Bcomm Studies, Journalism