Alexandra Pemberton

Accountable for the development and implementation of marketing and brand strategy ensuring that business objectives are achieved. Responsible for brand management; strategy and execution; creative direction; media strategy and planning; campaign management; digital, email and online marketing; e-Commerce; POS - instore and online; partnerships and collaborations.

Expanded economic and cultural views, visited 30 countries, 58 cities over 3 continents in 10 months; created content, launched and hosted multiple social media sites; contributed to travel photography for social media platforms; established openness and willingness to learn from different cultures; became a 'Storyteller' of experiences.

Lead marketing strategy to support international expansion and continued growth as a luxury lifestyle furniture brand; content and social media strategy; digital, email and online marketing; e-Commerce; owned retail marketing support; drove campaign creative on various platforms to support seasonal launches and sale periods; publicity and press management; events and sponsorships and development of a new sub category for the brand.

Integration of omni channel retailing; enhancing customer experience/s through strategically planned promotional initiatives; implementation of new visual merchandising standards; re-alignment of brand messaging; developed in-store theatre, events and sponsorships. Management of A&P budget; development and implementation of promotional calendar.

Direction and implementation of e-Commerce platform and CMS; major event and sponsorship deal; tactile direction of all marketing communication material; integrated marketing activity and initiatives; development of new 'brand' positioning and acceptance across store network; directing seasonal brand creative and tactical promotions.

Strategic launch of international brands into marketplace; logistical management of obsolete stock programme; directing consumer research analysis for future growth; directing trade show stand design and implementation; development and implementation of all marketing collateral.

Managed largest portfolio within the 'baking goods' category, the brand White Wings; executed NDP; managed trade marketing; space planning; forecasting of range; accountable for research curriculum and management of partners - ACNielsen, Homescan data, Forrester research; promotional activation and range rationalisation.

Reporting to the Marketing Manager, with one direct report and accountable for the management of a $70M portfolio comprising of 85 products in the small electrical appliance industry. Categories included food preparation, cooking, novelty and coffee machines.