Sarah Mcfadden Email & Phone Number

Melbourne, Vic, Au

• Co-development and implemented national marketing campaigns (ATL + BTL) including Shell Mustang competition, Shell AFL competition, Shell Fuels Combat campaign, Reddy Express Peel N Win campaign.• Spearheaded the Reddy Express brand photoshoot and Reddy Express Peel N Win TVC and social shoot from conception to conclusion.• Led the Reddy Express brand transition at a local area level. Deliverables included; establishing promotion strategies, briefing artwork, writing copy & radio scripts, drafting and scheduling eDMs & Social posts, distributing collateral as well as exploring on-site activation prospects & partnership opportunities.• Aided in the development and implementation of the Reddy Express brand; including fostering a complete set of brand guidelines and merchandise that felt familiar enough to the Coles Express community but novel enough to instil new brand beliefs in the target audience.• Executed competitor analyses monthly. Activities included; researching market activity, presenting findings and recommending creative & channel opportunities.

• Aided in the development and implementation of marketing, network and ITC initiatives to drive the longer term transformation of the retail business into a single, convenience-led business as a result of the acquisition of 700+ Coles Express sites and 200+ OTR sites.• Led the deployment of a new Store Ticketing Solution across 700+ national stores. Tasks included; vendor procurement, platform development, testing of a customised instance, national training and change management. Notable results include: 73% of sites observing a decrease in paper wastage, and 48% reporting time savings with the new system after first use. • Led the migration of the CEXP website into the Viva environment and facilitated the rebranding efforts under the Reddy Express brand. Activities included; vendor procurement, prioritisation of MVP business requirements, design, content creation, testing, training, process development and deployment. Notable results include: TSA exit providing the company with $30k+ savings per month.• Project-managed the design and deployment of a new team member discount program. Output included; app design, development and testing, training, process and automated comms development and company wide deployment within an expedited timeframe. Notable results include: increased employee satisfaction survey results.• Developed and managed the JML project, ensuring the smooth onboarding and offboarding of VER employees on IT systems. Notable results include: streamlined processes, contributing to the an increase in workforce management efficiency.• Co-led the Call Centre Migration project; deliverables included migrating the IVR, standing up a chatbot, improving SF agent interfaces, and introducing a social scraping tool.• Conducted a comprehensive analysis of existing Viva and CEXP tools for Incident Management, evaluating advantages and disadvantages of both and ensuring the proposed solution aligned with business objectives.

• Spearheaded marketing campaigns (CRT, B2C, Decommissioning SCOL, SCG x Carsales TVC, SC Loyalty Program). Activities included; running photoshoots, briefing creative and managing material deadlines / stakeholders.• Led the Shell Card GO app offer program. Deliverables included; briefing artwork and creating copy, A/B testing to optimize offers, completing profitablility analyses and reporting on outcomes.• Managed all LAM communications. Activities included; utilising SFMC to build eDMs & data extensions.• Executed all engagement competitions. Output included; planning the competition calendar, creating copy & determining questions for strategic data collection, selecting the prize, building the eDM, creating T&Cs as well as drawing & informing the winner. • Managed the Carsales media plan. Deliverables included; negotiating campaign dates, co-ordinating material uploads, reporting on performance and making recommendations.• Executed all content hub newsletter articles. Activities included; selecting and ensuring article subjects were relevant, reviewing content for accuracy & brand fit, testing all SFMC elements.• Led the Shell Card creative refresh. Output included; updating the Shell Card landing pages on the Shell website, re-designing all core digital & printed collateral and developing an engaging 'brand expo kit'. • Assisted with expos & events. Deliverables included; co-coordinating trade-show stands, organizing collateral & merchandise and attending events to promote Shell Card.• Executed competitor analyses quarterly. Activities included; researching market activity, presenting findings and recommending channel opportunities.• Aided with acquisition and retention initiatives. Output included; recommending & implementing digital discount campaigns (eDM / socials / website) and purchasing & uploading prezzee eGift cards to SFMC.• Managed and tracked predetermined budgets. Followed finance processes and utilised finance programs including JDE.

• Managed all local area marketing (LAM) activities to support both Shell Coles Express and Shell Dealer Owned sites. Deliverables included; establishing promotion strategies, briefing artwork, writing copy & radio scripts, scheduling eDMs & Social posts, distributing collateral & ensuring brand compliance as well as exploring on-site activation prospects & partnership opportunities. Notable results include: improved product awareness & fuel consumption increases at previously under-performing sites and 937 new consumers to the Shell database (within 3 months).• Managed the Waze SEO project end to end. Activities included; identifying gaps in the existing SEO strategy, providing a recommendation and implementation. Notable results include: increased market share by 8.5% and 32k site navigations.• Assisted with the maintenance and improvement of Shell Google My Business (GMB) listings. Activities included; 'cleansing' the Australian data, implementing an automated data-updating process and improving overall search rankings through the use of Google Pins.• Aided with the Shell V-Power 2022 TVC production; from briefing the initial concepts, casting & wardrobe, to filming, post-production & launch.• Led the LAM asset refresh for existing physical / digital materials and conducted internal focus groups to determine the necessity for any additional materials.• Managed customer feedback received on socials and drafted responses as required (gaining stakeholder approvals).• Analyzed campaign results through digital tagging and utilised findings to improve future campaign strategies and recommendations.• Collaborated with a variety of internal (Legal / Brand Compliance / Pricing / Property / Environment / Safety) and external stakeholders (Media, Digital & Creative Agencies / Manufacturing & Warehousing Partners / Shell Australia & Shell Global), ensuring the management of all deliverables and expectations.• Managed a fortnightly meeting, comprising of 10 attendees.

Melbourne, Victoria, Australia

• Aided in the booking of advertising schedules for 7 QLD and Prime Networks.• Processed advertising bookings and liaised with traffic teams to ensure booking data had been entered correctly.• Checked station confirmations against bookings and forwarded confirmation to agencies / clients prior to campaign commencement.• Monitored advertising bookings throughout campaigns to ensure commercials appeared as booked.• Assisted in the preparation of high-quality advertising proposals and presentations as requested by executive / manager.• Provided prompt advice to agencies / clients of any non-available airtime and made provisions of alternative airtime.• Assisted in the accurate filing of bookings, revenue and delete & charge accounts to ensure client records were maintained.• Investigated and liaised with executive / manager on any account queries.• Ensured knowledge of programming information, rating data and competitive data was up-to-date to assist in high-level communications to clients.• Accompanied executive / manager to client meetings and assisted in delivering relevant documentation. • Assisted with agency and client relationship management through in-person, phone and written form.

• Aided with general hospital administration needs including; admissions / discharges of up to 120 patients a day, banking and billing procedures, reception-based services, pre-admissions (fund-checks, quoting, file preparations), switchboard / emergency phone and customer service. • Assisted the Health Information department with the maintenance of records and tracking of files.• Aided in hospital entry screening efforts to help stop/slow the spread of Covid-19 into hospitals and rehabilitation centres.

Bachelor Of Marketing/Bachelor Of Arts

Areas of Study: • Specialization - Marketing • Major - Psychology • Minor - Behavioural Studies Extra-Curricular: • Monash Global.

Victorian Certificate Of Education

Areas of Study: • Economics • Global Politics • Legal Studies • History: Revolutions • Further Mathematics • English