MOBILE - 0405 152 113
LINKEDIN - linkedin.com/in/sjmasson
I am an entrepreneurial, ambitious and passioate communications professional with an exceptional knowledge of all advertising platforms and applications having worked on both client and agency sides.
Results focused but inspired by creativity, I thrive on the challenge to develop effective design lead campaigns, underpinned by insightful, strategic intent to influence customer behaviour.
I also enjoy keeping abreast of the latest trends and innovations in communications via specialist marketing and advertising groups, journals and websites, key influencers and networking with industry peers.
Whilst proud of my career so far, regardless of any previous achievements, I strive to optimise revenue generating opportunities for my clients through initiative, enthusiasm, strong business acumen, professionalism and the highest level of client service.
I am currently looking to re-establish myself in a large agency with opportunity for continued growth and development and to utlise the knowledge and skill-set I have acquired to build a successful, long-term career.
Engaged to oversee the Lifetime of Advantages (LTOA) program, a brand initiative aimed at increasing awareness of the lifelong benefits of owning a Toyota by promoting key but separate business units Financial Services, Genuine Servicing and Certified Used Vehicles with consistent messaging and creative elements.
A streamlined communications strategy for the LTOA program was developed by scheduling ATL media campaigns for each business unit and co-ordinating the activities of Toyota’s Advertising, Digital, Media Buying, Social Media and CRM agencies, detailing relevant content and appropriate timings for supporting Print, POS, LAM, Display, SEM and Social Media to amplify the ATL campaigns and to re-inforce the LTOA brand positioning
As a strategic thinker, my aim at NMG, a fully integrated communications agency was to have clients engage us ‘wherever’ possible, not only to grow our own business but to deliver better results for.
Ability to identify as well as communicate the benefits of further campaign integration saw my portfolio increase by more than a dozen new clients
These clients were then successfully farmed adding more than 25 additional brands including:
Ultimate Sports Nutrition, Victor Sports, Bodyplus, Surgipack, Microlife & Gelflex, Herron Todd White, Hemisphere Home Loans, Top Ryde City Shopping Centre, Goodman Fielder (Asia-Pacific), NRMA, Manicare Glam, Cosmetica, Artiste, Lady Jayne, Swisspers & Stanley Rogers as well as, Restoraderm, Actinica, Dermacontrol, Suntivity, Loceryl, Benzac and Cetaphil.
This growth was achieved whilst also developing and implementing countless integrated campaigns across my portfolio.
The success of which is highlighted by our integrated campaigns for Cetaphil winning the;
And more recently in working closely with the Galderma marketing team to help Cetaphil achieve a;
Engaged to leverage Optus as an Official Partner of the 2010 FIFA World Cup by integrating the 2010 Optus 'Recharge and Always Win’ promotion.
Implementation of the promotion and leveraging of the ‘World Cup’ partnership was achieved via liaising with numerous Internal and external stakeholders including Optus and their Corporate Partners FIFA & the FFA to deliver campaign elements including website development, online advertising, CRM (of a database more than 1 million customers), direct mail and POS.
As well as managing the above I was also responsible for all prize sourcing & distribution, ensuring legal compliance with prize draws and securing all approvals as required as well as overall financial management for the campaign.
I took on a freelance role at Morton Branding, a specialist packaging company as it offered the chance to work on blue-chip clients Sanitarium and Inghams. I also, again wanted to gain first-hand experience in an additional area of communication, in this case, the packaging industry.
This experience ended up being a major factor in being awarded numerous packaging projects at NMG as we were able to present it as part of the integrated services offered.
Pitching against incumbent specialist packaging agencies we were awarded projects by numerous clients including Manicare, Guava Latino, Caroma, Dorf, BodyPlus, Surgipack and were eventually engaged by Covidien to develop and manufacture new packaging for their entire portfolio of over 700 individual skus.
My next career challenge was to partner with ex lead Creative from JWT to source and service our own portfolio of clients. In less than 12 months we implemented numerous campaigns for clients CMT (Commercial Mortgage Trade), Ultimate Rides, Northside Storage, Hirepower & Austone Ceramics.
In addition to working on some of the World’s biggest ‘Live’ entertainment productions including The Phantom of the Opera, The Boy from Oz & Walking with Dinosaurs, I also took the position at Blake Entertainment as it provided a small opportunity to work with the Sydney Swans, who were a contra client from whom we received corporate tickets in exchange for creating 3 prints ads.
A key achievement in my time at Blake was developing this minor relationship with the Sydney Swans into becoming the Club’s major agency in less than 18 months with responsibility for all advertising online, Club promotions, event management, membership acquisition & management, match day collateral & signage, leveraging corporate partnerships & fundraising as well as launching 'Club Swans'
In terms of commercial success, all 3 matches promoted at ANZ Stadium in 2007 rank in the
Over the same year we also helped achieve the Swans achieve their
In addition, our launch campaign for The Phantom of the Opera saw it achieve
After achieving such success in my previous role working on established brands, I was after a challenge and to expand my skills. The challenge was in developing a completely new ‘Brand Identity’ (name, logo, tagline, typeface, tone, positioning) as well as a cohesive and consistent brand communication strategy only 3 months out from 2005 tax season
With a target of 500 clients, ‘Tax Effective Accountants’ achieved more than double that within 12 months and acquired a newsletter database in excess of 2000 people who received monthly ‘Financial Tips’ EDMs
Responsible for new release and back-catalogue sales and marketing activities across a portfolio of PC and video game licenses including Diablo, Starcraft, Warcraft, Half-Life and Counter-Strike.
The success of the titles within my portfolio is illustrated by the following;
Employed initially to work on the Kellogg’s account after it had entered into a corporate partnership with the NRL to supplement it’s involvement in summer sports with a winter code.
After 12 months on the Kellogg’s account I was promoted to oversee the Jaguar X-Type launch to a younger non-traditional Jaguar market and also took responsibility for implementing numerous campaigns for clients Thai Airways, The Disney Channel, Tefal and Mission Australia.
Responsible for managing new release and back-catalogue marketing activities for a number of PC and video games publishers including Acclaim Entertainment, Activision, Ocean, Infogrames, Interplay and id Software. Licenses included Crash Bandicoot, South Park, Major League Baseball, National Football League, National Hockey League, World Wrestling Entertainment, Dark Reign and Quake
Graduated with Credit