BLACKTOWN REGIONAL ECONOMIC EMPLOYMENT DEVELOPMENT TASKFORCE

Marketing & Communications Manager

This contract role was an exciting opportunity to join the BREED Australia team during a pivotal period of re-branding, redefinition of focus and mission as well as the implementation of several new projects and initiatives. Within this role I am responsible for setting and implementing a comprehensive 12-month marketing strategy encompassing a variety of platforms from social media and events to radio advertising. I also perform all graphic design, videography, film editing, and copywriting for the business in addition to rollout of the new branding.

BREED is a small business incubator and launchpad in Western Sydney that offers education and support services as well as a selection of professional serviced offices, co-working spaces, and meeting rooms.

Responsibilities

• Managed events, including strategy and execution, supplier and talent sourcing and coordination, graphic design and production of required email marketing campaigns/invitations and collateral, and post-event analysis to facilitate continuous improvement and ongoing successful delivery of objectives.

• Developed and implemented a 12-month comprehensive marketing plan and budget (A$120K) encompassing all marketing, communications, and website activities required for the varied activities of BREED Australia.

• Managed marketing, digital marketing, and social media strategy, with website development/maintenance, SEO, and copywriting (including product descriptions, email marketing, and company blog for organic SEO).

• Developed press kits and cultivated relationships with local media to promote BREED's activities and events.

Achievements

• Developed and implemented the first brand manual/style guide, social media marketing plan, and calendar with a 1.3% average increase in engagement across all social metrics during tenure. Included brand-focused campaigns on Facebook, Instagram, and LinkedIn to generate event sales, increase brand awareness, and improve SEO.

• Designed and produced a series of short video interviews with the event series presenters which were used on social media (primarily LinkedIn) to promote events. Contributed to significant increases in attendance at all events.

• Developed the first email marketing strategy and calendar for diverse activities and events. This significantly increased engagement and event attendance and converted prospects to paying customers of education programs or office/meeting spaces. Achieved average increases of one to two new tenants per month during tenure.

• As part of the new marketing plan, designed an event series to provide a taste of the education and networking community offered by BREED. Supported the planning and execution of many successful events, significantly increasing audience engagement and social media presence.

• Developed robust local media relationships, helping to promote small business incubator events. Significantly improved event success with several selling out, compared to previously under-subscribed events.

• Led implementation of HubSpot CRM and SKEDDA and training of team members to more effectively manage the new education program, business development, bookings, and payments for meeting rooms and office spaces.