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Ravenswood School for Girls

University of New South Wales

Managing Director at Espresso Communications and InnovationAus

Greater Sydney Area

InnovationAus

Managing Director

Espresso Communications

Led team of 10-12 (five direct reports) and portfolio of enterprise tech clients to meet organic growth, revenue and new business targets  -  Provided high-level strategic counsel and guidance to account leads, to challenge clients and ensure alignment of campaigns with business results  -  Delivered media training and messaging sessions to senior client stakeholders -  Developed and delivered programs for program executives and senior managers around accountability, timekeeping and budget management to address overservice and empower staff

Hotwire

Associate Director

Directed account teams of mid and junior level practitioners to deliver exceptional marketing and PR results for a range of security, B2B, enterprise tech and consumer tech clients  -  Directed and executed executive roundtables, whitepapers and issues reports to contribute to local commentary around public policy and business innovation  -  Steadily increased the agency’s client base by directing the development and conversion of new business proposals  -  Managed HR and operations through the implementation of several new finance, HR and general business processes  -  Managed the performance and professional development of multiple account managers, consultants, account executives and admin staff  -  Helped expand Hello Espresso’s service offering by upselling to clients and creating more synergy and awareness across the parent company’s three brands: Espresso Communications, <a href="http://InnovationAus.com">InnovationAus.com</a> and One Part Idea

Account Director

- Created and delivered multi-pronged marketing plan for FIA’s Education & Training portfolio, comprising traditional media advertising & editorial, digital marketing and paid & organic social media, which has already significantly increased course registration numbers.
- Audiences and engagement levels across all active social channels (Facebook, Twitter, LinkedIn and Instagram) have more than tripled with refreshed strategy and content guidelines.
- Delivered a PR strategy comprising public, indsutry and media communications to promote FIA’s revised Code and the importance of self-regulation; also leveraging negative media coverage and responding proactively to further cement the organisation’s position as an authority on issues affecting the fundraising sector.
- Delivered an intense marketing & communications schedule over only five weeks ahead of FIA Conference 2017 in February; activities generated such impact that the conference was #1 trending topic on Twitter several times during the course of the program – a first for the event.
- Reconfigured the organisation’s state communications schedule for a more streamlined distribution of digital content; proactively managed Chairs and communications representatives across seven state & territory committees to support local events with new marketing initiatives.
- Created all copy and managed the design of a ‘new look’ membership handbook and wins document ahead of FIA’s membership renewal process.

Fundraising Institute Australia

Marketing and Communications Manager (contract role)

KEY ACHIEVEMENTS
-  Secured prominent metro media coverage for several major research announcements, including media release development, spokesperson & researcher briefing, sourcing appropriate patient case studies, coordination and supervision of filming in Institute labs.
-  Delivered comprehensive PR & digital marketing support for all fundraising functions (corporate, direct marketing, bequests, major giving, supporter care and events), including sourcing appropriate case studies, securing local media coverage, digital marketing, managing third-party fundraisers.
-  Managed a network of 30+ families affected by childhood cancer, including creation of info database, interviews to capture initial stories and coordination for PR & marketing opportunities.
-  Delivered successful community relations strategy for Build for a Cure campaign (2014). As a result, activity was well-received and supported by local residents, businesses and representatives with close to $800,000 raised for the Institute.
-  Managed and produced the Institute’s 2014 and 2015 Annual Reviews (digital & hard copies), including content coordination & creation, editing, stakeholder input & approvals, executive sign-off & design ahead of AGM deadline.
-  Managed and produced the Institute’s twice-yearly external LabNotes newsletter (digital & hard copies), including content structure, copywriting, stakeholder input & approvals, executive sign-off & design in line with direct marketing appeal deadline.
-  Managed creation of multiple videos and photo collections which formed a key part of the Institute’s marketing content library.
-  Managed the project that successfully delivered an optimised and highly successful online donation platform for the Institute. This included coordination of the project team and external digital and banking suppliers, management of design concepts, copywriting new online content, implementation of project sponsor feedback and management of internal stakeholder expectations.

Children's Cancer Institute

Media & Communications Advisor

KEY ACHIEVEMENTS
- Directed and delivered global consumer events/PR campaign, Be Friends With Your PC,  to increase appeal of Utilities software. Superb level of consumer engagement on-site well surpassed event objectives; generated positive, on-message media coverage. Campaign objective of driving awareness around poor device performance successfully met for a modest investment.
- Developed and executed communications strategy for retirement of PC Tools Security product portfolio. Highly effective team stakeholder management ensured consistent messaging across all external channels. Media crisis planning and management limited coverage and conversations; exceeded project’s objective and sponsor’s expectations.

Symantec

Global PR & Communications Manager - Consumer Utilities (contract role)

KEY ACHIEVEMENTS
- Developed concept and managed major research project/visual identity around Alcatel-Lucent’s role in Digital Economy. Analysis and creative adaptation of research content drove collateral to boost awareness of National Broadband Network among businesses. Successful delivery of project met client’s objective to favourably position NBN; Alcatel-Lucent’s involvement promoted via thought leadership/expertise.
- Created and delivered containment strategy to defend Alcatel-Lucent brand against significant media crisis. In-depth journalist monitoring and analysis; strong stakeholder management and support (government and NBN Co); story effectively shut down to protect client’s brand.
- Launched and managed UltraServe’s digital identity via social media program. Relevant channels and content focusing on trends specific to client’s offer effectively engaged key stakeholders, positioned UltraServe as thought leader and topic expert; ultimately increased audience share. All platforms remain integral part of client’s brand today.
- Directed campaign concept and Australian launch event for global whitegoods company Beko. Active media engagement and innovative brand positioning generated list of top-tier consumer, trade and business media attendees that exceeded client’s expectations. Cut-through collateral and promotional opportunities drove excitement among key media targets; created sequence of positive media coverage.

Acumen Republic

Senior Account Manager

KEY ACHIEVEMENTS
- Created and managed media program for Autodesk Solutions Day. Effective brand building, thought leadership perception, engagement with key journalists generated robust interview schedule with client’s global president and executives; local media pre-briefing undertaken. Positive post-event coverage; expert positioning of spokespeople within top-tier vertical publications.
- Developed concept and managed media program promoting Atdec screen mounting solutions. Range of creative media send-outs and engaging written collateral achieved positive cut-through across traditional/social media platforms; met client’s objective to build relationships with key business, retail and news journalists.
- Planned and executed highly successful one-on-one media engagement tour with Managing Director of OBS to promote client’s Employer of Choice status. Effective engagement with business, IT and recruitment/HR media; detailed pre-briefing with client; series of prominent, positive coverage in key vertical publications.

Recognition

Account Manager

KEY ACHIEVEMENTS
- Coordinated highly engaging demonstration program with consumer media for new item in The Cancer Council sunscreen range. Effective planning, product positioning, one-on-one media contact drove significant interest among key journalists; spurred high-impact coverage exceeding client’s expectations.
- Directed PR/communications for over 300 Contours studios around Australia. Modification of existing program, development/delivery of engaging new presentation, fresh material significantly lifted studio owners’ interest and involvement in PR. Highly efficient schedule and operation ensured connection with all franchisees for media training ahead of individual studio launches; consistent, targeted, on-message promotion of Contours brand.
- Efficiently contained media crisis for Oceanworld Manly following shark dive accident within aquarium. Creation of succinct reactive statement; tailored journalist management; queries handled productively under extreme pressure; media relationships maintained. Proficient message development and spokesperson briefing limited hostile coverage; drove correct messaging around incident; protected both Oceanworld Manly and Shark Dive Xtreme brands.
- Implemented major partnership and consumer promotion for Heinz Little Kids. Secured strategic relationships with renowned brand Fisher-Price and consumer magazine Mother & Baby; innovative promotion concept; drove prominent coverage and exposure of brand to client’s target audience.

Beyond The Square

KEY ACHIEVEMENTS
- Successfully publicised 'Wanera' property in Bathurst, owned by renowned music industry figure Chris Murphy, ahead of sale. Effective leverage of property’s key attributes; personable media engagement; front-page coverage in Australia’s highest-circulating property liftout.
- Created quarterly newsletter for residential development Jacksons Landing in Pyrmont. Interviews conducted with residents and on-site business owners; creation of appealing written content; management of client stakeholder input; coordination of design and production teams; generated widely-read, community-focused newsletter.

Catherine Arnott