career portfolio for andy smith

8/13/2019 Career Portfolio for Andy Smith

1/10

Career portfolio for Andy Smith


2/10

Marketing strategy canbe a bumpy road.

Unless you have theright person driving.

I am a marketing professional with over nine years experience inthe creation and implementation of full-mix B2C and B2Bstrategies for market leaders across a number of industries andproducts/services. This portfolio showcases some of my projects.

All campaigns and projects shown in this portfolio have beenmanaged by me and born out of strategies I have implemented.

MarketingSpecialist

Marketing &CommunicationsLead

Head OfGlobalMarketing

CategoryMarketingManager

Marketing

Executive

Director

MarketingConsultant

MarketingAssistant


3/10

Implemented a social media and marketing strategysaving Hastings Deering $100,000 in advertisingbudget, whilst exceeding campaign goals.

I was hired by Hastings Deering to develop marketing strategiesand an employment brand to support their talent acquisitionplans. This role used my full-mix marketing experience in a newcontext and involved the development of a targeted social media

campaign, collateral creation, direct mail and events.

With a minimal budget and leveraging the Caterpillar brand, Icompleted all strategy, design and photography work in house.

Niche recruitment advertisingtargeted directly at audience

Facebook strategy deliveredan increase of over 450% ineight months along with muchimproved engagement figures


4/10

A contract role with one of Australias largest retailers todesign and implement a culture change across 750 stores throughthe use of targeted marketing communications materials andevents. Advanced knowledge of Adobe Photoshop and InDesign,along with the ability to write engaging copy, was required tocreate collateral in order to gain buy in and commitment froma large and varied audience to the Coles Way. Stakeholdermanagement was also a key part of this role.

Andy joined our team at anextremely busy time due toan increased workload as wellas changes we were making toour internal processes andworkflows.

I was impressed with the wayhe slotted in to the teamseamlessly, and immediatelybecame someone who could bedepended on.

He is proficient in AdobesCreative Suite (which was our

main tool), and his superiorverbal and writtencommunication skills meantthat he quickly adapted to arather arcane house style. Hewas a pleasure to work with.

A large number of my photographswere used in the final pieces of

collateral created for this project.


5/10

This role involved a number ofmarketing partnerships withcompanies including virginatlantic and emirates

Brand consistency, language andimagery were all key to thesuccessful marketing of a luxuryglobal service

Tristar Worldwide are the leader in executive transportation,operating in over 80 countries worldwide. I joined the companyat a time when it was evident that a change from their existingB2B focussed marketing strategy was needed.

Using the full marketing mix I protected the B2B market share,along with implementing a move into the valuable B2C marketplacethrough strategic partnerships, advertising and direct mail.

In this role I headed up a team of 5 marketingprofessionals and a budget of over $750,000.


6/10

Innovative and tradition-breakingcollateral was used to create apoint of difference

Using innovative marketing andclosely managing the productlife cycle enabled me to protectmy categorys 1% market lead inunprecedented trading conditions

As Category Marketing Manager for Hanson, I managed the fullproduct life cycle for a market-leading product range.

From new product launches to pricing strategies and point ofsale to collateral creation, I was fully in charge of allmarketing activity related to my category. In a competitvemarket it was important to use branding and targeted activity toa varied audience including end users, retailers and architects.

My strategy involved the marketing of concreteblocks in the same vein as a luxury vehicle. Thisfit well with the target audience, and made ourcollateral instantly recognisabile.


7/10

Whilst working at Hanson I was asked to manage the marketing fora full brand relaunch following the merge with Castle Cement. The

key message was to promote the new company as a one-stop shop forall construction products, regardless of the size of the project.

I came up with the Hanson Cityscape which involved content forall target audiences and with an underlying message of CSR. Itwas delivered via events, direct mail, events and advertising.

An interactive microsite was usedto deliver product and companymessages through case studies andwas a proven lead generator

A number of magazine advertinsertions were designed, eachone specifically targeted at theaudience with a clear messageand call to action

The exhibition stand I designed for the2008 EcoBuild exhibition generated a 61%

increase in leads from the previous year.


8/10

I was fully responsible for thedesign and delivery of a productbrochure twice a year; includingall photography shoot management,layouts and copywriting

I was asked to manage therelaunch of the bedroomfurniture range - this involvedphotography, copywriting andbrochure design for 10 productranges in under eight weeks

My role at Howdens involved managing the creation, developmentand supply of all marketing material, including print and digitalmedia, from initial strategic and planning through todistribution and analysis of results.

A complete understanding of the target audience was key in thisposition in order to gain buy-in through the creation ofaspirational artwork and inspiring messages.


9/10

Throughout my career I have used my marketing strategy and designskills to complete a number of successful freelance projects for

small to medium enterpises who havent had the expertise or timeto undertake them themselves.

These projects have ranged from a complete brand identity andstrategy to promotional videos, and from social media strategy tocollateral creation for businesses across a number of industries.

I created a number of direct mailpieces for a financial servicesbusiness which resulted in anincreased number of enquiries

I worked with a new start up tocreate a full suite of brandingmaterials including businesscards, flyers, signage, pricelists and a website, allcarefully targeted and alignedwith the business principles


10/10

I have a keen interest in photography, and a numberof my images have been used in my corporate work. Iam well versed in using the latest digital equipment

and the various photo/video manipulation software.

career portfolio for andy smith

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