GM level Marketing

Marketing & Sales

Various consulting engagements (Tabcorp, Coles etc) for Marketing and Brand Strategy, Digital
Marketing transformation and delivery, Digital and Product development and Innovation,
Ad/Martech audit and enhancement, Operational modelling and talent hiring, Agile delivery
methodology, Partner and Vendor selection including change management

BELONG (powered by Telstra)

End to end Marketing and Digital and Store sales accountability for Telstra's value-based Telco and Utilities sister company which aims to combat the growing vertical led by Tier 2 companies

Left role after unexpected illness prevented me from working. The condition is now managed
allowing me to enter early 2019 as an official return to work target.

Head of Marketing and Brand Strategy

Head of Personalisation and Digital Audience Management / Head of Digital Sales (Marketing)

The lead role within NAB, leveraging 1st, 2nd and 3rd party data as a means to engage with existing and prospect customers via targeted, triggered and timely life cycle communication.

Areas of focus and responsibility include:
?   Personalisation on nab.com.au and NAB App - 60% of all customers were provided a
targeted and personalized experience (via Adobe Audience Manager segmentation)
?   ~45+ concurrent personalized BAU and tactical campaigns each month on nab.com.au
?   Personalisation in media channels - strategic partnerships with key customer platforms
(Google, Facebook, Linkedin etc). Performance using 1st party data averaging 50% uplift
in engagement and product conversion vs control
?   Digital Sales management and accountability across all consumer and business product portfolios
?   Adobe Product ownership and lead introducing and embedding customer
lifecycle management via trigger based channel communication
?   Digital Capability uplift for Marketing and associated adjacent teams including
resetting and centralizing Programmatic trading desk, Display/remarketing, Social
and Search Marketing functions
?   Delivery of a self-service data and analytics tool (DOMO) and culture for entire Marketing and Digital teams including
Agencies (600+ active monthly users), with a focus on increased performance outcomes through
real time analysis and Optimisation
?   Agile Delivery lead for Marketing Department including change management (qualified Chief Product Owner, Product Owner, Scrum Master)
Highlights:

?	Digital Marketing PU - a FY17 Showcase - https:/publish.viostream.com/play/t1brdxb7dtnuz
?	MD3 (internal cross functional agile delivery team) - a partnership that focused on seamless
customer experiences for paid media, nab.com.au /App
https://publish.viostream.com/play/t1brdxb7p9hk3

Individual Performance:
?	Marketing Leadership member - top 20 employees
?	CMO Award 2017 - Award for most regarded marketer
?	FY17 Performance - 4 (out of possible 5 achieved in a 10-month period)

Acting Head of Digital Analytics and Infrastructure

Various consulting engagements (Qantas Group and MYER department stores) for Marketing and Brand Strategy, Digital Marketing transformation and delivery, Digital and Product
development and Innovation, Ad/Martech audit and enhancement, Operational modelling and
talent hiring, Agile delivery methodology, Partner and Vendor selection including change
management

Senior Digital Marketing and Product Consultant

As Head of Digital Marketing for Target my role is to lead the strategy and delivery of all Digital
Marketing activity for both target.com.au and physical stores (300+). Areas of focus and responsibility include:

?	Transform business from single to omni channel model - 360 degrees transformation
?	Performance based marketing (SEM, Affiliates, digital media and advertising)
?	Mobile and App (owner of product, acquisition and retention)
?	Social Media strategy across all platforms
?	Supplier funding and revenue opportunities via owned channels
?	Digital Advertising (Publishers, Partners and 3rd party activity)
?	Digital Innovation (In store screens, tablets and mobile activation in store)
?	Content development and distribution
Highlights:

?	Facebook and Instagram pilot

Driving reappraisal and sales for Womenswear via Facebook and Instagram using loyalty data -
moving the businesses core audiences through the omni channel sales funnel to drive sales and a world first case study. ROI of 10:1 https://vimeo.com/160176631
?	MarTech transition / effectiveness - Google Partnership Case Study
It was recognised early when joining Target that there were challenges - missed commercial
opportunities and efficiency optimisation. Knowing the full product suite within Google (and sister companies) from past experience we were able to go on a journey of transformation together as
partners to address these challenges. In less than 12 months I led the migration of ad serving of DBM, DCM and DoubleClick search functions thus aligning all paid media channels onto the Google
stack. This in turn provided the following outcomes:
• Attribution of digital paid media and shift in budget reallocation - Marketing spend with Google was audited externally compared to previous years spend and against other non-
digital media channels as part of total budget allocation. Paid Search was seen to deliver
the highest ROAS of any channel in the mix (16:1) allowing for a 220% increase in search
budget for the following FY (diverted from print media)
• Floodlight tagging for effective reporting and customer journey insight
• Integration of reporting for agencies and Digital Marketing and Digital Product teams
• Dynamic banner development and delivery
• Introduction of Retargeting for post media and site customers

The partnership with Google and Double Click provided target.com.au (and stores) the following
benefit:

• Speed to market - reduced by 20 -25% when embedded to BAU
• Efficiency of ad units - increase by 31% in CTR and viewability (2015 Christmas campaign)
• Increase in traffic and conversion - YOY results demonstrated 50%+ increase in online
sales conversion

Sales, Supplier revenue and Marketing Performance

?   Delivered $90M+ in sales to Target.com.au in FY15 (YOY growth of 63%)
?   Delivered 75% of comparable YOY sales growth for total business (Q1 FY16)
?   Generated $1.2M+ in supplier revenue for Target owned channels (Social, Website, eDM, CTM)
?   Developed an industry and world leading Social Media targeting strategy via exclusive
?   Facebook partnership resulting in ROI of 7, $1M in online sales $9M in in store sales over a
12-week period (quantified by Flybuys data)
?   Part of the team to position Target.com.au as the #1 DDS in Australia (traffic, revenue)
?   Target Australia ranked #1 Retail Brand on Facebook

Finance and team

?   Managed a $15M Opex Budget
?   Managed and developed a Digital team of 12 team members plus 40 offshore developers

Head of Digital Marketing

My role was to lead the Digital Marketing and Owned product strategy and delivery team across all
digital channels for Coles Supermarkets. These channels and assets include:

?	Transform the digital strategy / product and marketing strategy to be APAC benchmark
?	Mobile Product (iOS / Android and Tablet App strategy and product development, Newsstand offering, customer acquisition and retention)
?	Social Media (trade and engagement strategy across all platforms)
?	Websites and content (i.e. coles.com.au) (content development across all channels)
?	Digital Advertising (Paid Search, Programmatic set up and delivery with Domino team, Publishers,
Partners etc
?	Digital Innovation Lab (In store screens, tablets and mobile activation in store) Each of these
channels individually / as an integrated strategy, look to deliver on the commercial and engagement objectives that Coles sets out in its 10 year renewal plan.
Highlights:

Sales, Supplier revenue and Marketing Performance

?   Managed a team who delivered $70M+ in sales to Coles online in FY14/15 via marketing performance
solutions
?   Developed an industry and world leading Social Media targeting strategy through via exclusive
Facebook partnership. Resulting in a ROI of 12x, a 2% uplift in overall basket size equating to $15M in in store sales over a 4 month Period - https://www.facebook.com/business/success/coles
?   Coles ranked #1 Grocery Brand on Facebook
?   Developed and relaunched the Coles App with full Flybuys integration averaging monthly user
sessions ~500k.
?   Part of the team to negotiate a 3 year / $7M media partnership with Australia's largest Food website
taste.com.au

Finance and team:

?   Managed a $20M Marketing Opex and $5M+ Capex budget throughout FY14/15
?   Managed and developed a Digital Marketing team of 9 team members

Individual Performance:
?   'My Career Fast Track' accelerated 12-month leadership program. Cross functional
team Project delivered (6 months to prepare and present to C level Coles and Wesfarmers executives including Richard Goyder, was acclaimed as the best within
program.
?   commercial and viable innovation project that has since been implemented into supply chain
and warehouses nationally
?   Awarded the Coles 2014 Personal Appreciation Award
?   Received performance rating of A1

Senior Digital Lead

My role within Coles was to lead digital marketing initiatives that sit within Mobility (mobile and tablet), Social Media (across all brands) and Digital Innovation Lab (in store screens etc). A key focus of the role is to ensure that these channels are fully integrated within the wider communications mix
including brand and campaign initiatives.

Highlights:
?   Established and maintained a cross functional Social Media strategy and team to deliver brand and trade communications to a weekly reach of 3M customers
?   Developed a mobile offers pilot in store that drove 2% store wide sales lift and 21%
increase in basket size over a 16-week period
?   Coles ranked #1 Grocery Brand on Facebook

Finance and team:

?   Managed a $6M Marketing Opex and $2M+ Capex budget throughout FY13/14
?   Managed and developed a team of 5 team members
Individual Performance:

?	Performance rating of A1

Snr Digital Marketing Manager - Mobile Product

Ultimate and hands on responsibility for Agency client roster (14 in total) to develop and implement
brand advocacy based strategies that create and build direct, two way consumer dialogue through
innovative use of digital products (website and Apps), digital and social media and integrated
communications.

The role is focused on driving sales and marketing outcomes for clients and to drive the client
relationship and strategy for the agency. Clients included Kraft (Vegemite and Cadbury), Coles Myer,
Bulla, Masterfoods, Fonterra, Novartis, and SCJohnson:

Highlights:
Strategy & thought leadership

?	Analysing multi-channel marketing data and translating into actionable strategies for
key clients across all digital channels, with a focus on acquisition, conversion and retention
?	Defining campaign and project KPIs and metrics for all client activity and proposing digital
and multi- channel marketing initiatives to support marketing objectives
?	Propose key investments and best practices in marketing tools and platforms to drive set
business goals and for both client and ChannelT (Crimson Hexagon, Radian6, Google Analytics, Facebook Insights)


Performance and Financial:
? Accountable for effective ROI strategies to meet client marketing and commercial objectives
often managing
? $2M+ account budgets

Director

General Manager

Head of Communications

for bigpond.com.au/commgames (broadband and iTV solution for Melbourne Commonwealth Games)

Project Director

Head of Innovation

Senior Account Director

Find out detailed information about Mat Medcalf, GM level Marketing in Fitzroy, VIC

Mat Medcalf: GM level Marketing in Fitzroy, VIC

Mat Medcalf

University of Wollongong

UNSW