Lisa Musumeci

Lisa Musumeci

  • Melbourne VIC
  • 0400813097

Career Profile

  • Positive and highly motivated communications and marketing leader who thrives in a high performance culture led by strong values.
  • I bring the best of HR and Marketing together with extensive experience in Marketing and leadership of various HR programs.
  • Passion for new technology, innovation and creativity.
  • 11 years in marketing management with a significant track record of success in both internal and external communications
  • Extensive experience working in fast moving environments undergoing change and growth within Services, Food, Hospitality, Consumer Durables, Construction and Resources

Key Competencies

·        Marketing Expertise
  • Initiated and delivered multiple integrated campaigns that delivered growth, retention and acquisition marketing objectives.
  • Campaigns included loyalty programs, internal and customer events, local and national sponsorships, celebrity endorsements, exhibitions, store events, public relations, collateral, above and below the line advertising, point of sale and promotional merchandise.
·      HR Experience
  • Strong understanding of HR function in a corporate environment. I have worked closely with HR teams and took ownership of HR responsibilities including  employee engagement surveys, reward and recognition program, culture and change and staff engagement programs

·         Digital marketing
  • Led two complex web redevelopment projects including content planning and development.
  • Successfully delivered digital strategy and implemented campaigns to support lead acquisition and brand awareness objectives. These included Blogging, SEO, PPC (Google Adwords), Social Media, Email, Blogger outreach and display advertising.  Experience working with Google Analytics and analysing results.
·         Event Management
  • Led internal and external events including customer and employee webinars, national sales and leadership conferences, roadshows, national consumer and trade exhibitions, sports sponsorships, store openings and customer events.
·     Project Management
  • Strong knowledge and application of with Prince 2 and Agile project management methodologies, approaches and tools.
  • Proven success with managing multiple projects with competing priorities and delivering on time and budget.  

Career Experience and Achievements

Work History

Communications Consultant

Involve Communications
Sep 2015 - Present
  • Recently launched a freelance business to assist small to medium sized businesses with their communications and marketing needs. Services. offered include marketing, branding, internal communications and change management.
  • Developed marketing strategy for local small business, which included website re-development, Google Analytics, email marketing, local advertising, social media campaign, in store point of sale and signage.

State Advisory Committee Member - Victoria

Australian Marketing Institute(AMI)
Sep 2015 - Present
  • The committee is responsible for attracting and retaining members and designing, building and implementing events at the local level.

Marketing Communications Manager

Arrium Limited
Jun 2010 - Jul 2015

The Australian Reinforcing Company (ARC) (previously known as OneSteel and Smorgon Steel) forms part of Arrium Limited, an ASX company with businesses in Mining, Mining Consumables and Steel. ARC is one of Australia’s largest manufacturers and suppliers of steel reinforcing products to the building and construction industry and employs over 800 people across 40 locations nationally.  Brand portfolio included ARC-The Australian Reinforcing Company, ARC Fences®, Cyclone Security® fencing, Welded Mesh, Albion Steel.


  • Strategy and implementation of all internal and external marketing and communications.
  • Coaching and development of a direct report and various contractors.

Key Achievements

  • Initiated and launched multi channel pool safety and sponsorship campaign creating $300k in incremental sales, 57% increase in website leads and winning a national child safety and advocacy award, the Kidsafe Responsible Retailer Award.
  • Worked in partnership with Sales Managers to develop sales and business development strategy including tenders, sales collateral, presentations and leads generation program.
  • Developed and delivered organisational cultural change communication program over a two year period to engage over 800 employees with a new business strategy and corporate values.
  • Generated a 20% increase in website leads by developing and implementing lead generation program
  • Developed and managed PR strategy and generated a 200% return on (media) investment.
  • Initiated and implemented automated customer satisfaction surveys that led to key business improvement initiatives.
  • Developed and launched campaign for a new-to-industry customer loyalty program achieving $183K net sales benefit within 6 months and identified new sales and market opportunities with sales teams (customer upselling /cross selling and business partnerships).
  • Initiated, created and launched an integrated, multi channel communications (internal and external) campaign to celebrate a major business milestone (90 year anniversary). The program increased employee engagement as shown in survey results and attendance at all events. Customer engagement and brand tracking results were also exceeded.
  • Initiated and implemented a new process for the annual employees survey saving over $30K. Re-aligned questionnaire with corporate objectives and values, analysed the results and developed new creative communications to share results with employees.

Marketing Communications Manager

Smorgon Steel Reinforcing
Mar 2004 - May 2010


Maintained full marketing responsibilities whilst being seconded to the Human Resources team to implement major organisational restructure.

Developed change strategy with Human Resources and Learning and Development teams with responsibility for the development and implementation of all change communications.


Key Achievements

  • Employee feedback during and after the change demonstrated a high of understanding of the change and process. Leader feedback regarding the frequency, clarity and transparency of the information was very positive. 
  • Developed and led innovative communication strategy for major corporate rebrand project (name change from Smorgon Steel to ARC) both internally and externally. Customer and employee feedback demonstrated extremely positive results.
  • Initiated and implemented sales and lead generation strategy for the fencing business by overhauling manual process to an online, end to end automated system. The new system contributed to employee productivity and increased website leads by 25% month on month.
  • Initiated and managed revitalisation project to reposition the ARC Fences brand. Conducted brand audit and customer research, which led to the development of refreshed brand values and architecture, positioning and advertising campaign.
  • Managed and launched brand strategy for a new concept retail store. The opening attracted over 100 potential customers surpassing campaign expectation by 50%.

Trade Marketing Coordinator/Brand Co-odinator

Dunlop and Goodyear Tyers                                                                                      
Apr 2001 - Mar 2004

Dunlop and Goodyear Tyres manufacture and distribute tyres through major tyre retailers including company owned, licenced and franchised stores (Beaurepaires and Goodyear Auto) and major customers (Kmart Tyre and Auto and Bob Jane T-Marts)



Managed trade marketing function and assisted Brand Managers to implement consumer brand campaigns. This included management of a loyalty program, competitor intelligence, sales support, marketing communications, brand support, new products launch, sponsorship, sales promotions, marketing collateral and merchandise.


 Key Achievements

  • Assigned additional responsibility for Dunlop’s sponsorship campaign during a major V8 motorsport event. Incorporating site signage, print advertisements, website, public relations, corporate hospitality, merchandise and multiple customer promotions and incentives.
  • Successfully developed and implemented Customer Trade rewards program for over 300 customers that increased customer engagement and achieving 10% revenue growth.
  • Managed national sales conference for over 120 employees, receiving extremely positive feedback after the event.
  • Worked closely with Brand Managers on major re-launch for both Dunlop and Goodyear tyres, achieving letter of commendation from General Manager.

Business Development Coordinator

Vesco Foods
Jul 2000 - Feb 2001

Vesco Foods (formerly Kailis and France Foods) manufacture and distribute frozen food and food components through grocery and foodservice channels.



Supported National Business Development Manager to grow the retail business and launch new products into Woolworths and Coles Supermarkets.

  • Supported new product development initiatives for 'Coles' frozen fish after conducting a category analysis and identifying growth products and emerging trends.
  • Worked with Coles team to implement promotional plan for 6 new-to-category Coles frozen meals
  • Successfully worked with Manager to expand frozen meal product lines into Woolworths.

Marketing Assistant

Dairy Australia
Jul 1999 - Jul 2000

Dairy Australia is a statutory marketing authority. Its objective is to enhance the profitable production and marketing of Australian Dairy Produce locally and overseas.


  • Worked closely with International Marketing Manager and Foodservice Manager to implement marketing programs including international trade delegations, trade shows, Awards ceremonies, newsletters, publications and database management.



Bachelor of Business 

Victoria University of Technology

Marketing and Hotel Management



Organisational Coaching accreditation 

Institute of Executive Coaching and Leadership (IECL)

Digital Marketing Strategy 

General Assembly 

Content Marketing Strategy

General Assembly 

Change Management Certification 

Project Laneways 
  • (5 day course)

Developing an Enterprise Level Customer Experience Strategy 


(1 day workshop)

Agile Project Management

General Assembly 
  • (1 day workshop)

Adobe Creative Suite (Illustrator, InDesign, Photoshop)

Centre for Adult Education 
  • (Short course)

Brand Management 

Australian Marketing Institute (AMI) 
  • (1 day advanced course)

Digital Marketing Essentials 

  • (2 day course)

Multi-Channel Marketing 

  • (2 day course)

Direct Marketing Certificate 

Australian Direct Marketing Association (ADMA) 
  • (10 week course)
  • Achieved-Distinction

Project Management- Prince2

In-house Training  

Six Sigma

Green Belt Certified

Professional Memberships

  • Australian Marketing Institute (AMI)
    • Certified Practicing Marketer (CPM)
    • Judge for the 2015 National AMI Awards for Marketing Excellence
  • International Association of Business Communicators (IABC)
  • Public Relations Institute of Australia (PRIA)