Career portfolio for Andy Smith

Marketing strategy can be a bumpy road. Unless you have the right person driving.

Marketing Specialist
Marketing & Communications Lead

Director

Head Of Global Marketing Category Marketing Manager Marketing Executive

Marketing Consultant

Marketing Assistant

I am a marketing professional with over nine years experience in the creation and implementation of full-mix B2C and B2B strategies for market leaders across a number of industries and products/services. This portfolio showcases some of my projects. All campaigns and projects shown in this portfolio have been managed by me and born out of strategies I have implemented.

I was hired by Hastings Deering to develop marketing strategies and an employment brand to support their talent acquisition plans. This role used my full-mix marketing experience in a new context 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, I completed all strategy, design and photography work in house.

Niche recruitment advertising targeted directly at audience

Implemented a social media and marketing strategy saving Hastings Deering $100,000 in advertising budget, whilst exceeding campaign goals.

Facebook strategy delivered an increase of over 450% in eight months along with much improved engagement figures

Andy joined our team at an extremely busy time due to an increased workload as well as changes we were making to our internal processes and workflows. I was impressed with the way he slotted in to the team seamlessly, and immediately became someone who could be depended on. He is proficient in Adobes Creative Suite (which was our main tool), and his superior verbal and written communication skills meant that he quickly adapted to a rather arcane house style. He was a pleasure to work with.

A large number of my photographs were used in the final pieces of collateral created for this project.
A contract role with one of Australias largest retailers to design and implement a culture change across 750 stores through the use of targeted marketing communications materials and events. Advanced knowledge of Adobe Photoshop and InDesign, along with the ability to write engaging copy, was required to create collateral in order to gain buy in and commitment from a large and varied audience to the Coles Way. Stakeholder management was also a key part of this role.

Tristar Worldwide are the leader in executive transportation, operating in over 80 countries worldwide. I joined the company at a time when it was evident that a change from their existing B2B 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 marketplace through strategic partnerships, advertising and direct mail.

This role involved a number of marketing partnerships with companies including virgin atlantic and emirates

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

Brand consistency, language and imagery were all key to the successful marketing of a luxury global service

As Category Marketing Manager for Hanson, I managed the full product life cycle for a market-leading product range. From new product launches to pricing strategies and point of sale to collateral creation, I was fully in charge of all marketing activity related to my category. In a competitve market it was important to use branding and targeted activity to a varied audience including end users, retailers and architects.

Innovative and tradition-breaking collateral was used to create a point of difference

My strategy involved the marketing of concrete blocks in the same vein as a luxury vehicle. This fit well with the target audience, and made our collateral instantly recognisabile.

Using innovative marketing and closely managing the product life cycle enabled me to protect my categorys 1% market lead in unprecedented trading conditions

The exhibition stand I designed for the 2008 EcoBuild exhibition generated a 61% increase in leads from the previous year.

An interactive microsite was used to deliver product and company messages through case studies and was a proven lead generator

A number of magazine advert insertions were designed, each one specifically targeted at the audience with a clear message and call to action

Whilst working at Hanson I was asked to manage the marketing for a full brand relaunch following the merge with Castle Cement. The key message was to promote the new company as a one-stop shop for all construction products, regardless of the size of the project. I came up with the Hanson Cityscape which involved content for all target audiences and with an underlying message of CSR. It was delivered via events, direct mail, events and advertising.

My role at Howdens involved managing the creation, development and supply of all marketing material, including print and digital media, from initial strategic and planning through to distribution and analysis of results. A complete understanding of the target audience was key in this position in order to gain buy-in through the creation of aspirational artwork and inspiring messages.

I was fully responsible for the design and delivery of a product brochure twice a year; including all photography shoot management, layouts and copywriting

I was asked to manage the relaunch of the bedroom furniture range - this involved photography, copywriting and brochure design for 10 product ranges in under eight weeks

I created a number of direct mail pieces for a financial services business which resulted in an increased number of enquiries

I worked with a new start up to create a full suite of branding materials including business cards, flyers, signage, price lists and a website, all carefully targeted and aligned with the business principles

Throughout my career I have used my marketing strategy and design skills to complete a number of successful freelance projects for small to medium enterpises who havent had the expertise or time to undertake them themselves. These projects have ranged from a complete brand identity and strategy to promotional videos, and from social media strategy to collateral creation for businesses across a number of industries.

I have a keen interest in photography, and a number of my images have been used in my corporate work. I am well versed in using the latest digital equipment and the various photo/video manipulation software.