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Work Experience

Oct 2017Present

Head of Marketing & CX, Jamaica Blue

Foodco

Key responsibilities:

  • Responsible for overseeing the customer experience across all touch points (Environment, Service, Food & Drink, Digital & Brand) and setting the strategic marketing direction for the Jamaica Blue brand.
  • Influence change to drive the evolution of the brand. 
  • A key member of the Jamaica Blue leadership team engaging with all levels of the organisation from franchisees through to the board.  
  • Develop the marketing strategy and supporting campaigns to achieve key objectives and deliver on business targets.
  • Overseeing all activities including the marketing calendar, customer feedback process, budget and stakeholder relationships. 
  • Drive the customer experience strategy and ensure team members respond in an efficient and engaging way to customer feedback across all channels. 
  • Building and manage the marketing and team to develop and execute the marketing and customer experience strategy. 
  • Drive innovation in the utilisation of digital technologies and channels (social media, website, APP, POS system, eCommerce, EDMs, SEO, PPC and marketing automation). 
  • Support NPD and food and procurement teams with innovative product marketing plans to support brand value proposition. 
  • Work collaboratively will internal departments, particularly the Jamaica Blue leadership team, to deliver programs and drive the continued evolution of the brand. 
  • Oversee the performance of digital, design, print, PR, and media agencies to deliver activities.
  • Oversee the development and implementation of local area marketing initiatives by the marketing team. 
  • Work with internal departments and external suppliers to develop, trial and launch new products to market. 
  • Undertake activities to aid in the acquisition, retention and reward of loyalty members through marketing automation. 

Key achievements: 

  • Coffee Campaign: During the targeted time period of Mon to Fri from 2pm, same store sales customer count increased by +17.6%. New memberships up by +12.9% from previous month. Food sales increased by +5% (compared with prior month) during the campaign period; food sales were tracking at -13% prior to the promotion. 
  • Product Innovation (Blue Latte):  Millennial audiences across socials increased by +17%. Average transaction value was $12.95, a 123% hit on the goal of $10.52. 9,530 new member sign ups during the 2 week period.
  • Loyalty: 47% increase in redemption of rewards over the last 12 months.
  • Digital Transformation: Systems integration, marketing automation & APP development. 
Feb 2014Jul 2017

Google Food - Regional Marketing, Communications & Engagement Manager, APAC

Compass Group, Restaurant Associates

Key responsibilities:

  • Support the global development of the Google Food brand and Franchise Model for deployment and on-going brand activation. 
  • Support the development, roll-out and execution/implementation of the regional food program marketing and communications strategy, including proposing, developing and maintaining social media presence, event management, internal marketing, community relations and partner engagement & training (marketing).
  • Coordinate and manage all marketing and communication activities at all Compass and non-Compass sites in APAC, including carrying out marketing and communication tactics in “home site”.
  • Enable and facilitate the use of global food program marketing and communication tools and general guidelines for all Googler-facing food program communications by all Compass and non-Compass stakeholders in APAC.
  • Approach marketing and communications in a conversational manner using the most up to date techniques to interface with the user to achieve the highest levels of positive end ­user engagement. 
  • Provide marketing operations and franchise management advice on partner facing strategy for best end user engagement. 
  • Support in the development of the Google Food Academy, including the development of the Google Food Franchise Model Module and training in APAC. 
  • A thought leader for the Global Food Program Marketing on brand strategy and deployment, as well as the Regional Food Services Manager for APAC across the regional food program marketing and communications strategy.
  • Lead Compass Key Account Managers across APAC as well as non-Compass site leadership in the region regarding marketing, communications and engagement.  
  • Collaborate with subject matter experts within the Google Food Team on projects to ensure a 360 approach to brand. 
  • Engage with the wider MCE team on global projects and to gather insights and trends in regional operations.   
  • Develop the marketing infrastructure for the global MCE team including brand compliance, brand channels and global/regional marketing planning. 
  • Provide ongoing support in APAC ensuring global brand consistency across all touch points: food program operations, food program related marketing activities and communications. 
  • Liaise with and influence Google and Compass stakeholders to build rapport and achieve brand priorities. 
Feb 2013Feb 2014

Area Director of Marketing & Communications, Australia

Pan Pacific Hotels Group

(Maternity Cover)

Key responsibilities:

  • Implementing tactical marketing campaigns to generate short-term revenue.
  • Developing strategic marketing activities to position the hotels and brands profitably for the long term.
  • Rolling out area marketing plans, with responsibilities for the execution and delivery of all regional marketing activities.
  • Reviewing and signing off on hotel marketing plans, providing input and ensuring compliance with agreed area marketing plan format.
  • Managing area marketing budgets and coordinating hotel advertising spend to capture synergies and economies of scale.
  • Overseeing online strategy of brands.com including PPC, SEO, eCommerce, user experience and social media.
  • Providing regional input into brand development and marketing initiatives.
  • Conducting annual hotel marketing audits, monitoring agreed action plans and delivering additional activity to close identified gaps.
  • Supporting VP Brands towards achievement of brand standards and benchmarks for hotels by reviewing gaps at individual hotels and implementing an area strategy/action plan to meet them.
  • Overseeing PR strategy for Australia and implementing local plans for each hotel.
  • Developing and implementing regional activity plan for partnerships and seeking out partnerships that enable the brands to extend marketing reach to targeted markets .
May 2010Dec 2012

Senior Marketing Manager - Pullman, MGallery, Novotel & Mercure hotels (UK & Ireland)

Accor UK & Ireland

Key responsibilities:

  • Brand champion and guardian for two mid-scale (Novotel & Mercure) and two upscale brands (Pullman & MGallery) in the UK & Ireland (+100 hotels) - communications and product.
  • A strategic relay between customers, hotels and brand requirements.
  • Responsible for developing, localising and implementing fully integrated marketing plans and campaigns.
  • Product follow-up and implementation to support brand strategy development.
  • Communication of brand standards to ensure respect of brand communication guidelines across the network and clear communication with brand teams based in Paris.
  • Oversee digital strategy of brands.com including PPC, SEO, eCommerce, user experience and social media.
  • Management and roll-out of brand product and service quality audits.
  • Drive support functions including partnerships, PR, loyalty, CRM and distribution to ensure alignment with brand strategy to generate visibility and volume.
  • Liaise with and present to business partners – management contracts and franchisees.
  • Integration of new hotels (franchise, managed and owned) into the network ensuring brand fundamentals are met.
Apr 2007Dec 2009

Deputy Director, Marketing (Asia Pacific)

Oakwood Asia Pacific, Singapore

Awarded ‘Rookie of the year 2007’

Key responsibilities:

  • Deploy the brand strategy for Oakwood in Asia Pacific and its sub-brands.
  • Develop and manage the implementation of the annual marketing plan including analysing and monitoring performance against objectives.
  • Plan and administer the overall regional marketing budget and provide support in developing property marketing plans and budgets.
  • Develop and manage regional advertising plans and synergize with property level plans to ensure maximum effectiveness is achieved.
  • Oversee online marketing strategy for Asia Pacific in conjunction with US headquarters including micro-sites, search marketing campaigns and social marketing, and other online marketing initiatives to drive leads to oakwood.com
  • Drive the creation of collaterals for the sales force in Asia Pacific and in the US.
  • Provide support to the marketing function of pre-opening properties from property positioning, channel set-up, marketing collaterals, advertising and public relations.
  • Oversee a team of marketing professionals at the corporate and property level to ensure brand consistency across the key markets in Asia Pacific (China, India, Indonesia, Japan, Korea and Thailand) is achieved.
  • Roll out marketing initiatives in conjunction with properties to execute tactical campaigns during trough periods.
  • Oversee electronic marketing communications to targeted clients and prospects to drive leads and revenue.
  • Oversee corporate communications activities including internal communications and public relations efforts.
  • Manage brand photography, executing photo shoots and the purchase of stock photography which is representative of each of the Oakwood brands as well as property photo shoots ensuring they reflect brand standards.
  • Coordinate annual sales and marketing conference and client events.
  • Manage media and creative agencies to develop and recommend media plans that deliver measurable results against the company’s goals.
Feb 2006Mar 2007

Assistant Vice President, Marketing

Meritus Hotels & Resorts, Singapore

Key responsibilities:

  • Strategic planning including corporate brand positioning and competitive analysis, customer segment selection and related product positioning.
  • Oversee marketing communications including branding, public relations, advertising, trade shows, e-marketing, partnerships, analysis and market research management and website management.
  • Define and direct marketing programs for demand creation, lead generation and interface with Vice President, Sales for lead tracking and management.
  • Work closely with various functions to develop and manage partnership strategies and programs.
  • Oversee product management including market and customer research for market and product requirements.
  • Oversee product marketing including product launch management, presentations, sales tools, competitive analysis and general sales support.
  • Manage the marketing budget.
  • Develop, track metrics and success criteria for all marketing programs and activities.
Aug 2005Jan 2006

Area Marketing Manager, Thailand & Cambodia

Le Meridien (Starwood Hotels & Resorts)

Increase awareness of the generic brand of the Thailand/Cambodia properties and implement marketing initiatives to support the sales activities of these hotels in order to generate budgeted or incremental revenues for these properties.

Jul 2005Aug 2005

Project Marketing Manager

Le Meridien Kota Kinabalu

(Secondment)

Lead the marketing set-up and launch of a property conversion which had a short 120 day lead time for opening (en-route my transfer from Sydney to Bangkok).

Education

Strengths Finder 2.0

I took a test conducted by Gallup to learn more about my strengths: things I should be proud of and continue to nurture. Slightly more serious than a "Which Star Wars character are you?" quiz, my results are as follows:

Futuristic: I'm inspired by the future and what it could be. I like to inspire others with their visions of the future. 

Strategic: I create alternative ways to proceed and faced with any given scenario, I can quickly spot the relevant patterns and issues. 

Belief: I have certain core values that are unchanging and out of these values emerge a defined purpose for what I do. 

Competition: I measure my progress against the performance of others. I strive to win first place and revel in contests. 

Significance: I am independent and like to be recognised.