Resume

Profile

Lucy is an innovative, result-oriented marketing professional with proven strategic, analytical and project management skills. She is passionate about digital technology with advanced customer knowledge and the ability to identify new trends, as well as change customer behaviour.

She is a global citizen and adaptable to change. Her expertise includes global and local insights, strategic digital marketing and long-term partnership management from working experiences in Australia, UK, Japan, Taiwan and Canada. She possesses strong relationship management skills to motivate and influence local and global stakeholders.

Adept at negotiations, intercultural awareness and collaborating effectively across organisations, Lucy holds a Master of Commerce (majoring in Marketing and Strategic Management) and an undergraduate degree in Communications.

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Work Experience

Regional Partnership and Community Marketing Manager
HERE Technologies
2016 – Present | Sydney, Australia

HERE is a leader in location data technology with maps provided in 200 countries and is an influential player in smart cities, autonomous driving and the connected car industries.

Develop and lead the Partnership (B2B), Community Engagement (B2C), Brand and Marketing strategy for Oceania (Australia, New Zealand and Pacific Islands).

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  • Facilitate negotiations and the data acquisition of mid-to-high level Partnership deals with government (local, state and federal levels), commercial organisations, institutions and universities.
  • Community engagement lead responsible for building and maintaining a large and committed community of map editors by setting the region’s strategy, creating and performing outreach programs, engaging in events, conducting training and communicating benefits.
  • People leader with a team of 4, liaising with other global sub-regional counterparts.

 

Digital Marketing Manager
Qantas Airways
2015 – 2016 | Sydney, Australia

Qantas Airways is Australia’s largest domestic and international airline.

Responsible for overall SEO, SEM, content management and reporting for 10 marketing business units.

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  • SEO and SEM lead managing the marketing group’s budget, agency relationships and contract negotiations.
  • Content and website management for www.qantaspoints.com and www.qantasloyalty.com.
  • Championed change to unify reporting standards and worked with big data vendors to uncover data strategies and optimise Qantas’ 11+ million Frequent Flyer member base.
  • Managed articles, banners and social media content for AWOL (www.awol.com.au) – a Qantas partnership travel website targeted at the youth market (18-34 year olds).

 

Marketing Consultant (contract role)
Healthdirect Australia
2015  | Sydney, Australia

Funded by the Australian government, Healthdirect Australia provides trusted, Australian content on health, pregnancy, parenting, mental health and aged care.

Managed marketing campaigns for 4 government health websites: www.healthdirect.gov.au, www.pregnancybirthbaby.org.au, www.mindhealthconnect.org.au and www.myagedcare.gov.au.

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  • Developed promotional videos for Healthdirect’s mobile app launch.  Placed videos on YouTube and App Store/Google Play. Also involved in the beta testing of the new app.
  • Wrote a marketing strategy funding proposal submitted to NSW Health for the Get Healthy Information and Coaching Service (www.gethealthynsw.com.au).
  • Liaised with Media, PR and digital agencies to increase awareness of brands via multiple advertising channels (events, sponsored content, display advertising, SEM, SEO, social media, GP offices, hospitals).

 

Marketing Communications Manager (contract role)
Assurant Solutions
2014 – 2015 | Toronto, Canada

Assurant Solutions is Fortune 500 specialty insurance provider.

Marketing, creative/design and communications lead for the Canadian business and managed 3 staff and additional freelancers creating a high performing team culture.

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  • Recommended strategies and best practice trends to assist with sales/business development at request for proposal pitches to new clients within retail, telecommunications, automotive and financial industries.
  • Created strategic plans for existing clients and responsible for wireframing, copy creation, creative direction, PR and development of B2B, B2C and B2B2C digital initiatives (e-commerce sites, enrolment/claims portals, emails, mobile apps and videos) for a variety of clients including Best Buy, Lowe’s, Nissan, TD, RBC and American Express.

 

Co-Founder, Digital Marketing/Product Strategy
Energy Tipper
2013 – 2014 | Toronto, Canada

Energy Tipper is an early stage energy mobile app.

Founded a start-up company and led the digital marketing, product development and business development initiatives on an energy mobile app.

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  • Developed the brand identity, customer audience, competitor/industry research and marketing strategy
  • Established product concepts, user experience, user usage and core functionality
  • Engaged relationships with innovation firms, design consultancies and mobile app schools to gain feedback
  • Pitched to energy companies to white label the energy app and establish partnership

Awards:

  • Won Third Prize (Bronze Prize) in the Energy Apps Ontario Challenge sponsored by the Ontario Ministry of Energy and MaRS Discovery District (North America’s biggest innovation, technology and science non-profit: www.marsdd.com), February 2014.
  • Awarded the Grand Design Prize in the MaRS Discovery District Energy Hackathon, September 2013.
  • Created Energy Tipper’s promotional video: https://www.youtube.com/watch?v=Hw9Jg9reYBg

 

Strategic Partnerships, Acquisition Marketing
American Express
2012 – 2014 | Toronto, Canada

American Express is a global payment and Fortune 500 company accepted in more than 200 countries and territories.

Responsible for acquiring new customers, building strong partnerships and identifying new offer propositions within a new B2C department.

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  • Drove new acquisitions through distribution partnership channels, working with strategic brands such as Microsoft, Kobo and Sirius XM.
  • Established new and innovative processes and business models. New positioning, creative, distribution channel access and partnership criteria were created working with partners, agency, brand, compliance and legal.
  • Provided a consulting and advisory function recommending best practice marketing initiatives (digital, social media, traditional) delivering a maximized customer experience.
  • Utilized new digital capabilities and established communication style guides that are a first in its kind for the team and later used by the rest of the Canadian market.

 

Loyalty Marketing Manager
American Express
2011 – 2012 | Sydney, Australia

American Express is a global payment and Fortune 500 company accepted in more than 200 countries and territories.

Managed a variety of customer engagement B2C campaigns focused on increasing e-commerce, cross border payments and online spending.

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  • Responsible for marketing strategy, vendor management, campaign development and reporting.
  • Managed the strategic planning and implementation from beginning to end of all campaigns using various channels including website, mobile, email, social media, online advertising, SEO/SEM, QR codes, geolocation, online gaming, direct mail, statement inserts, public relations, internal communications, point of purchase and telemarketing (inbound and outbound calls).

 

Product Marketing Manager
AMP Financial Services
2007 – 2011 | Sydney, Australia

Founded in 1849, AMP is a publically listed Australian financial services company specializing in investment, banking, insurance, superannuation pension and financial advice.

Responsible for managing the planning, positioning and go-to-market launch strategies for two new B2B premium financial products targeted at high net worth individuals.

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  • Initiated market research, CRM and worked with sales teams to identify potential customers.
  • Managed and organised the delivery of successful events, conferences, road-shows, sponsorships and training seminars from conceptual to development stage.
  • Liaised with key internal and external stakeholders ensuring all communication deliverables are met with brand and compliance approvals.

 

Project Officer
Linklaters
2005 – 2007 | London, United Kingdom

Linklaters is one of the world’s leading law firms with 29 offices in 20 countries.

Managed a digitization project of 5000+ hard copy law manuals into the company’s intranet system, liaising with many global stakeholders including technology, marketing and knowledge management in 29 offices worldwide.

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  • Promoted this new functionality by developing training manuals, providing training seminars to end users and frequent internal communication updates.
  • Instrumental in keeping the project delivered on time and within allocated budget.

 

Business Language Instructor
AEON & Shane English School
2003 – 2005 | Tokyo, Japan

Worked in Tokyo & Niigata, Japan.

Provided business English education to Japanese adults, whilst studying the Japanese language, gaining insight into local culture and embracing advanced technology.

 

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Education

university of sydneyUniversity of Sydney
Master of Commerce, Marketing and Strategic Management
2009 – 2012

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  • Marketing Principles
  • Consumer Behaviour
  • Marketing Strategy
  • Brand Management
  • Services Marketing
  • Marketing Research Concepts
  • Accounting Principles
  • Legal Environment of Business
  • International Business Strategy
  • People, Work, and Employment
  • Strategic Business Relationships
  • Psychology of Business Decisions
  • Foundations of Strategic Management

 

university of technology, sydneyUniversity of Technology, Sydney
BA in Communications, Information
2000 – 2002

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Volunteer

 

TIFFMarketing Distribution Team Leader
Toronto International Film Festival
2014

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The Toronto International Film Festival (TIFF) has become the launching pad for the best of international, Hollywood and Canadian cinema, and is recognized as the most important film festival after Cannes. Looking after 16 marketing distribution staff, I manage, trouble shoot and provide solutions to volunteers during the 11 day film festival.

 

mooredale sailing clubE-Communications Manager
Mooredale Sailing Club
2014

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Mooredale is a non-profit community sailing club, I assist with the weekly member newsletters, promotion of social events and updating content on the website.

 

north toronto ski clubWebsite Content Manager
North Toronto Ski Club
2013 – 2015

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North Toronto Ski Club (NTSC) is a traveling downhill, cross-country and snowboard club run by member volunteers. I write, manage and maintain the website content for its 1100+ past and present members.

 

hackernestVolunteer &  Active Participant
HackerNest Tech Socials and Hackathons
2013 – 2015

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HackerNest is a technology non-profit, I assist with the running of adhoc events.

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Skills
  • Digital Marketing
  • Marketing Communications
  • Marketing Strategy
  • CRM
  • Strategic Partnerships
  • Online Marketing
  • Marketing
  • Leadership
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  • Customer Acquisition
  • Management
  • Campaign Management
  • Online Advertising
  • E-commerce
  • Product Marketing
  • Market Research
  • Marketing Research
  • Brand Management
  • Business Strategy
  • International Project Management
  • Building Relationships
  • Marketing Analytics
  • Global Marketing
  • Product Management
  • Customer Insight
  • Mobile Marketing
  • Loyalty Marketing
  • Stakeholder Management
  • Budget Management
  • Web Project Management
  • Customer Retention
  • Customer Engagement
  • Product Development
  • Entrepreneurship
  • Start-ups
  • Social Media Marketing

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Awards

Third Place (Bronze Prize)
Energy Apps Ontario Challenge
February 2014

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Awarded Bronze Prize (3rd Place) from 27 submissions in the Energy Apps Ontario Challenge sponsored by the Ontario Ministry of Energy and MaRS Discovery District, February 2014.

mars discovery districtGrand Design Prize
MaRS Discovery District
September 2013

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Awarded the Grand Design Prize in the MaRS Discovery District (North America’s biggest innovation, technology and science non-profit: www.marsdd.com) energy hackathon, September 2013.
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Interests

futurpreneurMentor
Futurpreneur Canada
2014 | Education

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Futurpreneur is Canada’s entrepreneur and start-up community program. I provide business advice, support and encouragement to young entrepreneurs and small business owners.

 

toastmasters internationalVice President of Membership
Toastmasters International
2013 – Present | Education

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Toastmasters International is a world leader in communication and leadership development. My task is to attract and maintain members looking to improve their speaking and leadership skills within a social environment.

Club: 2587834, District: 86 Area: A23

 

Hobbies

Travel, sports, podcasts, reading, learning.

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  • been to 45 countries in 6 continents
  • playing team sports (floor hockey, soccer, softball)
  • listening to podcasts
  • learning languages (Chinese Mandarin, Japanese and Spanish).

 

Technical Skills

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  • Foundational technical knowledge: HTML, CSS, Balsamiq Wireframing, Photoshop, mobile web development, UX design theory, data visualization, MS Visio, BrandWatch, Hitwise, Adobe Analytics, Google Analytics, Mailchimp, Cheetahmail, Survey Monkey, Exact Target, JIRA and WordPress.

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Publications

DX3 Digest
Fitness Tracking Only The Beginning For Wearable Tech
Published on 02 June 2015

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