Craig

Resume of Craig
M: 0432 506 747 E: craig.@live

Professional Experience
Srixon Sports Australasia
Marketing Executive (Current – April 2018)
I am responsible for the coordination of all marketing and communication plans to support the growth of the three golf brands within the Australian and New Zealand market places. This includes all digital, print and TV marketing campaigns.

• Marketing campaign management
• Use of SAP
• Marketing Budget planning and management
• Planning and implementing promotional campaigns; both BTL and ATL components
• Manage and update local websites and social media for Srixon and Cleveland Golf
• Working closely with design agency and external industry contacts
• Coordinate sales conferences, sponsorships
• Liaise with head office counterparts in Japan and other countries
• Manage the product image library and update CRM

Glanbia Performance Nutrition
Brand Manager – Oceania (September 2015 - April 2018
Brand Management – Responsible for the management, development and execution of the three performance nutrition brands within Oceania; Optimum Nutrition, BSN and Isopure. Includes NPD, brand guidelines, marketing budget, athlete sponsorship, graphic design process management, point of sale strategy & design and social media content planning.
Digital & Content Strategy & Execution – Working with the Digital and Social Content Creator to create and produce a content strategy to drive engaging consumer and retailer product excitement, engagement and sales. Digital strategy includes Facebook, Instagram and YouTube of both internal accounts and sponsored athletes accounts. Also includes working with our external agency on targeting and placement of our media dollars through social and digital media.
Strategy – Allocating the marketing budget towards the advertising, promotion and marketing mediums that enable the brands to achieve their strategic objectives for the year, whilst tracking, analyzing and allocating the marketing budget spend as required. Mediums include digital, Gift with Purchase, in-gym advertising, magazine, sponsorship, in-store POS. Tracking budget spend, analyzing spend and results in order to make educated marketing decisions and allocating budget accordingly.
New Product Development – Developing rollout plans for product line and flavour extensions in order to achieve consumer excitement and sell through at retailer level. Includes internal education collateral, point of sales material, pricing, COGS, margin, competitor analysis, go-to-market strategy.
Event Management – Creating an engagement experience at fitness expos that enable each brand to communicate to its fans and new consumers the features and benefits of the brand.
Sponsorship – Management of sponsored athletes and teams; includes negotiation, benefit delivery, ROI, activations, digital and social content plans creation and delivery, communication guidelines and fan engagement.

Availability: Immediate

Willing to travel: 30 miles

Experience: Port Adelaide Football Club
Account Executive (January 2012 – September 2015)
• Marketing Strategy & Execution
• Digital Content Creation
• Reporting
• Marketing Communications • Public Relations / Media
• Brand Management
• Sponsorship Strategy
• Contract Management


V.I.P. Home Services
National Marketing Manager (August 2008 – December 2011)
Marketing Strategy – After undertaking a SWOT analysis on the previous marketing activity and analysing the costs and benefits, I developed and executed a marketing strategy that enabled V.I.P. Home Services to achieve the sales and branding goals of the Board. As a result of a 12 month marketing campaign in South Australia, there was an increase in franchise sales in SA by 30 franchises (40%), an increase in the number of service leads by 2,000 (20%) and a reduction in the cost of service leads by 66%.
Brand Management – I implemented a brand and style guide to V.I.P. resulting in a clear and consistent approach to their brand and position in the market. This included the consolidation of logos, the creation of a vision and the updating of their slogan to better reflect the businesses market position. This enabled V.I.P Home Services to achieve consistency and continuity of message across their seven service divisions. I further was responsible for the dissemination and upkeep of the brand through the 1,000 franchisees across Australia and New Zealand.
Marketing Campaign Management – Planning and executing year round marketing campaigns designed to ensure a continuous flow of both service enquiries for franchisees and franchise sales enquiries for the franchise sales managers. The campaigns were run across numerous mediums such as television, radio, digital and print. I collaborated with advertising agencies and media buying agencies to ensure the target demographics were met through reach and frequency. Campaigns were always run within marketing budget which I was responsible for allocating and tracking.
Digital Strategy & Execution – This included a website re-design, including creation of video content, managing the external agency running our paid digital advertising such as Google Adwords campaigns and Display Advertising. Internally I was responsible for the monitoring, analysis and implementation of changes from Google Analytics, a social media strategy and SEO.
Marketing Communications (external) - Collaborating with external agencies to create television, radio, digital and press advertisements, draft press releases and monitor and react to crisis management. My submission for Smart Investor Magazine’s Best Franchise System Under $50,000 was successful in both years entered; 2009 and 2010, this was heavily based on the marketing that V.I.P. Home Services was undertaking comparative to other franchise c. In 2010 V.I.P. achieved the highest overall ranking across all price ranges.
Marketing Communications (internal) –