February 2016 - February 2022
Digital Marketer and Lead Graphic Designer
Over the past 6 years in this role I have been the Project Manager and lead designer on a variety of design jobs from Trade Show displays to new product design and packaging. In collaboration with the Marketing Manager and Head of Sales I also developed and implemented a Digital Marketing and Social Media strategy for the company, taking Elizabeth Richards' Facebook community to 58,174 and Instagram to more than 30,000 followers.
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Proudly Australian small local business that helps educators create beautiful and effective learning spaces with the best storage solutions, furniture and resources for schools, teachers and their classrooms.
Responsibilities
Managed social media, general marketing, website development/maintenance, and in-house graphics for the design and production of eDMs, flyers, brochures, point of sales (POS) material, marketing collateral, one-off branding, and signage for trade shows and conferences.
Copywriting across all company areas, including new product descriptions, optimisation of existing product descriptions, email marketing, and company blog for organic SEO.
Project managed new product design and development, including working with sales and technical teams on product concepts to refine product mock-ups and packaging.
Achievements
Developed a brand manual/style guide in consultation with the marketing manager and sales teams to ensure a consistent brand 'message' and 'look and feel' for all Elizabeth Richards communications.
Developed and implemented a social media strategy, including all graphic design and copywriting. Included a blog, filming product videos for YouTube, and regular competitions to drive engagement with responsibility for terms and conditions and compliance with legal requirements. Achieved significant growth in the Facebook community (58,174) and Instagram (30,000+), with an additional focus on YouTube and Pinterest.
Developed and executed a responsive digital marketing plan and brand-focused AdWords campaigns with the Marketing Manager, improving sales, brand awareness, and SEO. Achieved year-on-year website sales growth (quadrupling since Shopify website launch in 2015, 30% growth (2018-2019, and 20% growth each year since).
Photographed new products, clipped images, and catalogued final versions in a graphics asset library.
Increased wholesale channel sales by 300% in 2022, despite COVID-19 impacts. Included a significant pivot from B2B to primarily B2C, harnessing social media and email marketing with responsibility for designing and producing email campaigns (three retail emails weekly, featuring 10-15 products offered to 40,000 retail customers).
Project-managed the design, layout, and production of the annual 288-page catalogue, including managing stakeholders and an additional graphic designer.
Project-managed photoshoots with a professional staging company and photographer to simulate the 'ideal' Elizabeth Richards classroom.
Worked on several innovative new products developments, including a flexible learning classroom desk incorporating a pedalling motion so children could be active while learning at school. Achieved significant success with the pilot school reporting quieter, happier, and more focused students, with an order to convert all classrooms.
Developed Australia’s first-ever teacher-specific diary, created in collaboration with our head of sales and marketing and formed the keystone of a very successful marketing and PR campaign where we sold the diary at cost and provided a voucher for the same value to everyone who purchased a diary. This dramatically boosted interest, engagement and sales through our social media and digital channels.