I am currently working as Brand and Digital Manager at Schneider Electric. This role was a promotion after an initial 12-month contract as Creative Services Manager. For the 17 years prior to that I was a Director at one of Adelaide’s leading website development and software company’s - Deadline.

PROFESSIONAL SKILLS AND PERSONAL ATTRIBUTES

Development and execution of marketing strategy with a focus on digitisation and high levels of integration across owned, earned and paid media channels.

Experience in raising brand awareness aligned with company strategy. Creation and deployment of brand guidelines and ongoing adherence across creative including an

understanding of visual representation and brand “tone”. Contribution to annual marketing strategy for 5 internal business units and tactical response

including development of marketing plans with timing, budgets and measurement of outcomes. Entrepreneurial mindset developed via founding a business from an initial partnership to, at its

peak, employing 14 staff with a turnover of over $1.5 million per annum based in the Adelaide CBD. This was achieved through strategic planning, targeted marketing, preparing and presenting responses to complex proposal and tender requests, and successful project delivery.

Highly developed people management experience with a focus on relationship building and clear communication with a diverse range of stakeholders.

Excellent communicator and team player with proven leadership abilities. Clear core value set.

EMPLOYMENT HISTORY

BRAND AND DIGITAL MANAGER >> SCHNEIDER ELECTRIC >> JULY 2014 – PRESENT

At the expiration of my initial short-term contract, a new full-time role was created for me. My key areas of responsibility are:

MARKETING AND COMMUNICATION I manage a number of digital channels, most importantly two websites – clipsal.com

and schneider-electric.com.au - with combined monthly traffic of 140,000 visitors. Success across digital comes largely down to a constant stream of new and engaging

content. I gained support at Executive level for a top down message of the need for customer-centric content planning, creation and execution.

I manage Search Engine Marketing across all business units with ongoing reporting and budget recommendations.

Social media is integrated into daily marketing across Facebook, Instagram, Twitter, and LinkedIn. This is via owned social and also paid sponsored posts.

Marketing automation is a key focus for me in my role. I have built a plan to grow automatically generated leads via online re-targeting based on customer behaviors and lead nurturing via segmented email streams. This has been the result of workshopping customer journey with a variety of stakeholders and external specialists.

Each campaign requires internal and external communication plans.

BRAND MANAGEMENT I control brand governance across all creative departments – internal and external -

according to global brand guidelines. I research and negotiate with appropriate brand ambassadors. Transverse campaigns to raise brand awareness across a variety of online and offline

channels are part of my role. This is for both the Schneider Electric and Clipsal brands.

STAKEHOLDER MANAGEMENT I am heavily involved in Stakeholder management across local, interstate and global

geographies either via face-to-face or webinar and across topics such as:o Presentation of Business Caseso Strategic Recommendationso Status Reports

Management of suppliers is also part of my role and this includes:o Brand Ambassadorso Media buying o Creative agencies – local, national and global - across search marketing,

video production, design and programming

KNOWLEDGE AND SKILLS Ability to create processes for transformational marketing tactics such as marketing

automation and content planning and creation Understanding of the importance of search engine marketing Management, coaching and leadership skills A proven team manager able to lead and motivate Ability to develop effective work groups Ability to influence, negotiate and solve problems and resolve conflict

HIGHLIGHTSOver the following 12 months I have achieved the following:

Planned marketing automation aligned with consumer persona streams for clipsal.com

Migrated and launched the Schneider Electric website onto a new content management system.

Developed a brand strategy focused on the consumer for Clipsal including engaging a brand ambassador for Clipsal in Megan Morton.

Governance of new brand for Schneider Electric - ‘Life Is On’ – and briefed new guidelines to all suppliers.

Developed a process for content planning, creation and execution. Briefed, reviewed and monitored several complex integrated marketing campaigns

across print advertising, web banners, static and moving billboards, bus panels, social media and re-targeting.

Participation in company leadership program “Ignite” focused on the development of identified leaders. Outcomes were Realise2 Strength profiling and training in coaching techniques.

Appointment as company Well-Being Ambassador for the Pacific zone.

EMPLOYMENT HISTORY

CREATIVE SERVICES MANAGER >> SCHNEIDER ELECTRIC >> DECEMBER 2013 – JULY 2014

KEY ROLES

My primary role was to lead the Creative Services team including Account Managers, Copywriters and Graphic Designers. I provided leadership, direction, problem solving, process, planning and strategic insight that enabled the team to develop highly effective, creative, on brief and on time communication assets across print and digital platforms.

Specifically, my key areas of responsibility were:

LEADERSHIP Provide senior level account management via participation in brief development,

timing plans and creative presentation to management and stakeholders. Prepare and facilitate monthly department meetings with a focus on team

participation and improving department ENPS. Guide and mentor individual team members, including the implementation of

performance improvement plans and ongoing performance monitoring.

RELATIONSHIP MANAGEMENT Manage and build on the relationship between the communications and marketing teams

across Australia. Encourage an environment of trust and respect at all levels.

CREATIVE OUTPUT Focus on planning and implementing global corporate campaigns. Assist with creative concept development across a wide range of products and

campaign delivery mechanisms. Liaise with internal stakeholders to manage feedback and approvals and also the

external media buying agency.

PROJECT MANAGEMENT Ensure we have allocated resources to meet the business needs including review of

the Organisation Chart and ongoing recruitment. Build workgroups and teams to tackle large communication campaigns. Resolve

resource conflicts and prioritise needs in line with business return on investment. Provide written weekly reports on productivity, job status, resource allocation and

dept usage and report verbally in local and interstate meetings.

KNOWLEDGE AND SKILLS

Ability to run a creative department and be responsible for a high volume of large projects with tight deadlines

Strong Project Management skills with a full understanding of critical timings required to get large strategic projects to market

Strong knowledge of marketing / advertising design, copywriting, communication briefs and overall art direction

Ability to consult effectively across respective business units to ensure consistency and balance

Strong relationship building and interpersonal skills

HIGHLIGHTS

During my 6 month contract, in addition to my primary role, I also achieved the following: Implemented new enterprise level project management software called AtTask to

improve workflow efficiency and reporting Designed a new briefing system to incorporate digital assets Improved the department ENPS Had my direct reports increase from 8 to 14 team members yet still managed to set

individual and team based goals, conduct annual appraisals and maintain effective monthly 1 on 1 meetings

EMPLOYMENT HISTORY

DIRECTOR >> DEADLINE >> MAY 1996 - NOVEMBER 2013

KEY ROLES

My role as Director saw me involved in all aspects of the business from strategic planning, financial reporting and analysis, budgeting, supplier management, sales, project delivery and client relationship building.

Specifically, my key areas of responsibility were:

O PROJECT AND ACCOUNT MANAGEMENTPrepare job estimates and respond to tender requestsBrief the production team and hold regular progress meetings with client including design presentations and budget/timeline reportsCome up with innovative initiatives to build the client relationship and add value to their marketing strategy by keeping them informed of digital trends such as the growth of mobile

O GRAPHIC DESIGN Initially I was responsible for all design work done by Deadline, both print and online, including brand development, newsletter production, website interfaces, brochures, invitations, e-newsletter templates, posters etc. As the company grew and we employed other designers my role shifted to Design Director, managing the design and programming teams.

O MARKETING AND PR I was responsible for the strategic marketing of Deadline from creative concept development to implementation including updating the company website, writing copy for the monthly e-newsletter and maintaining the social media strategy on a daily basisEvent Management to educate current and prospective clients about Deadline and the company’s services and provide general relationship building opportunitiesEngage in active and targeted networkingTo maximise PR opportunities we engaged ‘communikate et al’ and I was responsible for managing this supplier relationship

o HUMAN RESOURCE MANAGEMENT

Interviewing candidatesSetting and reviewing staff KPI’sOngoing review including quarterly Performance Management MeetingsOrganising twice yearly Team RetreatsEngaging in active Mentoring and Leadership

HIGHLIGHTS

During my Directorship at Deadline I managed the successful delivery of literally hundreds of projects across a broad range of industries. I have highlighted some key client relationships below. More examples can be provided upon request along with references.

ASC (formerly Australian Submarine Corporation)ASC build and maintain Australia’s frontline naval defence capabilities.

o Successfully submit responses to ‘Expression of Interest’ tenders for 3 separate projects.o Art direct and manage the project team to deliver a fully responsive website - which can be seen at

www.asc.com.au - with enterprise level Content Management System, a series of cross-platform email templates and two segmented e-newsletters via Campaign Monitor.

o Based on the success of these projects and the building of a positive client relationship Deadline was engaged to design, program and deliver an intranet for the entire company across 3 site locations.

o Design and deliver an android tablet based web app for use at the Maritime 2013 Conference held in Sydney.

o The successful negotiation and management of an ongoing maintenance contract.

ANGAS SECURITIESAngas Securities are a fixed interest specialist with offices in Adelaide, Sydney, Perth and Gold Coast.

o A long term client I have been providing design services to for over 12 years.o Main projects during that time have been logo design and brand development, style guide creation,

newsletter design, design and print management of regular lengthy documents such as the annual Prospectus, Product Disclosure Statement and Information Memorandum.

NORMAN WATERHOUSE LAWYERA South Australian commercial law firm with a global perspective.

o I pro-actively Account Manage this client by presenting regular Google Analytics reports to their internal marketing team and suggesting new marketing initiatives such as the design and development of a mobile website.

o The annual Norman Waterhouse Local Government Conference requires my team to publish conference information and develop a complex online registration process with built in reporting.

DEPARTMENT OF DEFENCE >> DEFENCE RESERVES SUPPORTA significant division of the Department of Defence existing to support both Australia’s Reservists and their Employers.

o From initial job of designing an A4 poster for the Keswick Army Barracks to a national account encompassing online delivery, a multi-brand style guide, newspaper advertisements, pull-up banners, branded promotional items such as lip balm and multiple series of fold-out brochures.

o Tasks included travelling interstate to make presentations to the National Media and Communications Team, advising on marketing and communications strategy, proof reading copy, creating design briefs, managing suppliers on behalf of the Department of Defence and providing regular work in progress status reports.

o See Reference details provided for this client.

EMPLOYMENT HISTORY

FOUNDER >> LITTLE BLACK TABLE >> JANUARY 2011 - NOVEMBER 2013

KEY ROLES

As an added creative outlet, I conceptualized, developed and funded a new product called ‘Little Black Table’. The product is aimed at couples to encourage “date night” at home as I feel so strongly about the need for regular communication in order to maintain a healthy relationship. I styled up four themed looks to make it easy for people to create an inviting and relaxing space at home and produced relationship cards to encourage conversation.

Specifically, this involved:

o PRODUCT DEVELOPMENTSource product from local, interstate and international suppliersQuality control and stocktakingWholesale and Retail price settingNegotiate a deal with a national stockistRoyalty agreement with an academic content providerPackaging and Distribution

O DESIGN AND CREATIVEBrand developmentGraphic design and print managementStyling and photographyVideo production

o CONTENT CREATIONWrite content for the 30 page Handbook that comes in each ‘Little Black Table’ boxWrite and maintain all copy on the website via a Content Management SystemMaintain a social media campaign via posts to Facebook, Twitter, Instagram and PinterestBlog posts via ‘Blogger’ - see http://kate-heylen.blogspot.com.au/Produce regular e-newsletters via Campaign MonitorImage production via Photoshop

o MARKETING AND PR Conceptualise, pitch and implement marketing initiatives including:In store promotion at Bottega Rotolo Presentations at cooking classes about staying connected with your partner Pop-up shop in the Central Market in the lead-up to Valentine’s DayPromotion at a popular florist and creation of smaller gift packs for Mother’s DayMaintain a customer database and subscriber list

More information about Little Black Table can be found at www.littleblacktable.com.au

SOFTWARE SKILLS

Throughout my career I have had to keep up with the rapidly changing pace of technology used within the design and IT industries, which has often meant teaching myself to use new software. I am proficient in the following software and can work on either a PC or Mac.o Adobe Photoshopo Adobe InDesigno Adobe Acrobato Microsoft Wordo Microsoft PowerPointo Microsft Outlooko Lotus Noteso AtTask Project Management softwareo A number of Content Management Systems from custom built to enterprise levelo Campaign Monitor

EDUCATION

TERTIARY Public Relations for Organisations Adelaide University, South Australia, 1995Bachelor of Arts Flinders University, South Australia, 1991 – 1994

SECONDARY Matriculation (Year 12) St Ignatius College, 1990

AWARDS

Finalist Telstra Businesswoman of the Year 2002

COMMUNITY INVOLVEMENT

It is important to me to contribute to the community. Over the years, Deadline has sponsored a number of children via World Vision and done work at a reduced rate for The Cancer Council SA and The Arthritis Foundation.

Personally, I donated my time and skills to designing a brand and associated marketing collateral such as invitations and stationery for “The Ruth Barker Project”. I have also assisted with event planning and management. “The Ruth Barker Project” was started to raise awareness of organ donation for children and their families, something I am particularly passionate about.

MEDIA

Following is a selection of media clippings highlighting the key roles and responsibilities such as marketing, public relations, staff retreats and innovation as mentioned in my Resume.

REFERENCES

ANDREW LUCKHURST SMITHExecutive Chairman, Angas SecuritiesMobile 0417 836 341

NATASHA STOTT DESPOJAFormer Senator for South AustraliaMobile 0419 845 371

JANET GOULDDirector, Gould Thorpe Planning Mobile 0438 019 911

WHAT I’M PASSIONATE ABOUT

o My husband of 14 years, Seano My two daughters, Liezel (6) and Amelia (9)o Exerciseo Cookingo Fashiono Styling interiors and eventso Local food markets and organic, sustainable produceo Travel

A VISUAL REPRESENTATION Being a creative person I like to use pictures. They say a thousand words. They can also make you hungry.