Allanah Hare
Wellington,WGN
Summary
Experienced marketing and brand professional with a strong background in leading national campaigns, stakeholder management, and customer engagement within complex organisations. Known for operating with a high degree of autonomy, owning delivery and outcomes, and building trusted relationships with partners and agencies. Combines strategic thinking with a practical, people-led approach, and performs best in roles that involve ownership, visibility, and real-world impact.
Overview
9
9
years of professional experience
Work History
Marketing Automation Specialist
New Zealand Defence Force
Wellington, New Zealand
06.2024 - Current
- Operate with high autonomy in externally facing roles, representing NZDF brand, values, and campaigns to partners, agencies, and suppliers.
- Build and maintain trusted working relationships across internal teams and external partners through consistent communication and delivery.
- Navigate complex, regulated environments while remaining adaptable, solutions-focused, and outcome-driven.
- Lead marketing automation, digital marketing, and campaign delivery across national recruitment initiatives, with accountability for Salesforce Marketing Cloud journeys, agency relationships, brand governance, and performance reporting. Act as a senior marketing partner to internal stakeholders, providing strategic guidance, execution oversight, and data-driven insights to support workforce and recruitment outcomes.
- Own and optimise end-to-end candidate lifecycle automations within Salesforce Marketing Cloud, including re-engagement and nurture journeys for new and existing prospects.
- Utilise candidate and intake data to inform targeting, personalisation, and campaign optimisation across digital channels.
- Lead the planning, briefing, and execution of integrated recruitment campaigns across social media, web, digital advertising, and events.
- Manage and lead the Marketing and Communications team, providing direction on creative development, content strategy, and engagement best practice.
- Act as primary relationship owner for creative, digital, and media agencies, including scoping, briefing, approvals, and performance management.
- Oversee agency retainers, workload prioritization, and delivery timelines to ensure value and alignment to strategic objectives.
- Review, endorse, and approve campaign briefs, media plans, and iterative creative executions in line with NZDF governance and brand standards.
- Maintain oversight and governance of digital platforms, social media, and website content, including SEO updates, event publishing, and performance monitoring.
- Provide brand-led marketing and communications oversight across internal and external channels, ensuring alignment with NZDF ethos and national messaging.
- Develop and deliver high-level campaign presentations and performance updates to senior stakeholders.
- Monitor, analyse, and report on marketing effectiveness and ROI by intake, using insights to guide continuous improvement.
- Support national community engagement initiatives, internal communications, and recruitment events, including merchandise and promotional activity.
- Lead collaboration with internal teams and external partners to integrate commercial content and campaign requirements across NZDF initiatives.
- Salesforce Marketing Cloud (Journeys, Automation, Lifecycle Marketing)
- Marketing Automation & CRM Strategy
- Campaign Strategy & Execution
- Agency & Stakeholder Management
- Team Leadership & Project Management
- Data-Driven Marketing & Performance Reporting
- Brand Governance & Digital Marketing
- Executive & Senior Stakeholder PresentationsSocial media content creation
- Website management with tasking agency and organising the retainer hours
- SEO updates and monitoring
- Event creation and monitoring on social and website
- Execute social media strategy for agency
- Draft and execute campaign briefs
- Hold agency relationships and be first point of contact
- Approve Iterative creative executions
- Build and maintain online candidate automations through Salesforce Marketing Cloud.
- Utilising data for re-engagement and nurturing old and new prospects.
- Manage marketing automation and user experience projects.
- Manage the Marketing and Communications team to develop creative engagement content for campaigns in accordance with best practice.
- Managing and leading marketing projects in conjunction with internal and external stakeholders and agencies.
- Integration of commercial partners, content and requirements within NZDF and externally.
- Manage relationships with key agencies.
- Oversight and management of digital and social media platforms
- Brand-led promotion and marketing across internal and external comms.
- Execute high-level and engaging presentations for campaigns, building out and aligning to the NZDF brand and ethos.
- Provide marketing and communications support for internal teams, community events, and wider NZDF initiatives nationally.
- Merchandise marketing for internal and external advertising nationwide.
- Monitoring and reporting of marketing campaign effectiveness using data and analytics.
- Hold relationships with internal and external stakeholders
- Review and endorse briefs and media plans with DDR approval
- Campaign maintenance and planning
- Measure and report on marketing ROI by intake
Director | Board member | Trustee
Todd Foundation New Zealand
10.2023 - Current
- Provide governance oversight and strategic input, contributing to long-term organisational outcomes.
- Trusted with accountability, decision-making, and representing the organisation with integrity.
- Courses Completed: Not for profit governance essentials and the four pillars of governance best practice for NZ directors
Marketing Specialist
Loyalty NZ
Wellington, New Zealand
10.2022 - 06.2024
- Manages the content of products and promotions displayed on the Flybuys Store and through other digital channels, including training on Flybuys Store administrative tasks.
- Stakeholder management across agencies, brands, and suppliers.
- Created and delivered campaigns for the Flybuys Store to enhance the customer experience and drive spend in the Flybuys Store in line with agreed plans.
- Worked closely with the Senior Marketing & Commercial Specialist/Marketing Manager - Store, Insight Analysts, Creative Services, Marketing Automation, Business Operations and Legal to bring campaigns together.
- Build strong business relationships internally and externally.
- Drafted effective data, segments, audiences, creative, internal operations & service centre briefs for fast response and minimal rework.
- Provide reporting and budgets for key stakeholders.
- Wrote engaging copy, proof reading, and facilitating approval of communications to market.
- Implementing campaigns and interpreting, presenting, and using results to guide future campaigns.
- Setting up A/B testing and reporting on results to improve future campaign effectiveness and conversion rates.
- Followed a pre-defined process that ensured campaigns were delivered to market at minimum risk to Loyalty NZ suppliers, and customers.
- Monitored effectiveness of automated campaigns and created PCA reports.
- Worked with the Senior Marketing & Commercial Specialist/Marketing Manager - Store, Head of Personalisation, and the Marketing Automation & Delivery Manager to identify the opportunities for automated event driven communications and the data points available to create audiences and journeys.
- Drove and set up the communication calendar, campaign execution and operational team management, including, set up project timelines via Jira tickets and deployment calendars.
- Collaborated with stakeholders (Adviser Relations, Customer Success, Growth, and Investment team.
- Implemented marketing campaigns across various channels, which included digital advertising, DV360, email, social media, and content marketing.
- Ensured that all campaigns complied with legal and regulatory requirements, including data protection policies and advertising standards.
- Was responsible for providing detailed campaign analysis and reporting with data-driven insights and regular updates on Flybuys store performance and progress.
- Supported the Digital Experience Manager with the identification and opportunity of Flybuys Store CX and functional enhancements with internal peers and external vendors.
- Supports continuous improvement of processes for operational excellence and improved redemption outcomes.
- Managed ongoing relationships with commercial partners and brands, balancing partner needs with customer experience and commercial outcomes.
- Collaborated closely with partners to bring campaigns to market, ensuring strong execution and brand alignment.
- Acted as a primary point of contact for partner-facing initiatives, maintaining consistency and trust across delivery.
Owner & Managing Director
Ballet Body Limited
Wellington, New Zealand
01.2018 - 01.2022
- Conceptualised, developed, and implemented Ballet Body Active's digital channels and multi-media content strategy.
- I drive Ballet Body Active's creativity, media, digital innovation and social engagement programme.
- I manage multiple roles in the online database and client to client interactions establishing strong working relationships and customer loyalty.
- I manage social media channels, including developing posts, responding to comments, moderating posts, and running adverts to increase the number of followers, likes and overall engagement.
- Built and managed long-term customer relationships through consistent presence, engagement, and delivery.
- Represented the brand directly to customers and collaborators, building trust and loyalty through authenticity and reliability.
- Independently managed all aspects of growth, customer experience, and daily operations.
DIGITAL ENABLEMENT ADVISOR (CONTRACT)
Strategy Media Group
Wellington, New Zealand
01.2018 - 12.2018
- I managed the development and enhancement of Strategy Media's digital work programmes.
- I implemented, analysed, and optimised organic and paid search engine marketing activities.
- I created and deployed quality assurance reviews, auditing and reporting structure for all social media and digital activity.
- I assisted in developing and driving the communications and stakeholder engagement strategy and program of work, focusing on proactive and response-driven media relations.
- I provided web support across Strategy Media's digital channels portfolio.
- I facilitated user stories and performed requirement gathering sessions for key event management projects.
Digital and Social Media Coordinator
Toi Whakaari- School of Drama
Wellington, New Zealand
01.2017 - 12.2018
- I developed and implemented Toi Whakaari's social media strategy.
- I produced printed work using: InDesign, Illustrator, and Photoshop.
- I created website content and landing web pages.
- I oversaw the development and delivery of content, including media releases and corporate documentation.
- I collaborated with the Marketing Manager to develop Toi Whakaari's brand image.
Skills
- Relationship & Partner Management
- Autonomous Role Ownership & Accountability
- Brand Representation & Stewardship
- Commercial & Customer-Focused Thinking
- Marketing Automation & Lifecycle Marketing
- Salesforce Marketing Cloud & Salesforce Data Cloud
- CRM & Candidate Journey Optimisation
- Campaign Strategy, Planning & Execution
- Digital Marketing & Social Media Strategy
- SEO & SEM Strategy and Optimisation
- Data Analytics, Insights & Performance Reporting
- Stakeholder, Agency & Relationship Management
- Brand Governance & Brand Development
- Team Leadership & Cross-Functional Collaboration
- Project & Program Management
- Business Process Optimisation & Continuous Improvement
- Content Strategy, Management & Delivery
- Webinar & Event Campaign Coordination
- Salesforce Marketing Cloud
- Salesforce Data Cloud
- Google Analytics
- Braze
- Jira
- Adobe Creative Suite
- Web & App Design Platforms
References
Available on request
Attributes
- Curious
- Honest & Courageous
- Resilient
- Self-aware & Agile
- Collaborative
- Innovative
Timeline
Marketing Automation Specialist
New Zealand Defence Force
06.2024 - Current
Director | Board member | Trustee
Todd Foundation New Zealand
10.2023 - Current
Marketing Specialist
Loyalty NZ
10.2022 - 06.2024
Owner & Managing Director
Ballet Body Limited
01.2018 - 01.2022
DIGITAL ENABLEMENT ADVISOR (CONTRACT)
Strategy Media Group
01.2018 - 12.2018
Digital and Social Media Coordinator
Toi Whakaari- School of Drama
01.2017 - 12.2018