Summary
Overview
Work History
Education
Skills
Interests
Timeline
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Caila Mir

Auckland,New Zealand

Summary

Creative and performance-driven marketing professional with 7+ years of experience shaping content, media, and digital strategies for globally recognised brands across FMCG, consumer appliances, and education. Skilled in leading end-to-end omnichannel campaigns, content lifecycle management, and digital transformation at both regional and global levels. Known for blending strategic thinking with creative execution to deliver scalable, brand-aligned solutions that drive measurable impact. A collaborative leader and trusted cross-functional partner who thrives in fast-paced environments and is passionate about crafting meaningful, high-performing customer experiences.

Overview

8
8
years of professional experience

Work History

Content & Experience Manager ANZ

Mars Petcare & Mars Wrigley
01.2024 - Current
  • Leading content and experience strategy across Australia and New Zealand for brands including Whiskas, Pedigree, Dine, Optimum, M&M’s, Skittles, Snickers, and Extra.
  • Localising global assets and streamlining content operations to improve speed-to-market and reduce production costs.
  • Partnering with brand, creative, and media teams to ensure all assets are fit-for-channel, brand-aligned, and optimised for omnichannel engagement.
  • Implementing scalable MarTech systems and workflows to drive efficiency, track performance, and enhance collaboration.
  • Managing the full content lifecycle, from creative briefing through to asset delivery and performance analysis.

Digital Manager

Mindshare NZ
01.2023 - 01.2024
  • Acting as the digital lead for major clients including BMW, Jetstar, and University of Otago, while supporting key accounts such as Mondelēz and Ford.
  • Creating and delivering full-funnel digital strategies and execution plans across paid social, display, video, and programmatic channels.
  • Leading client engagement and media planning sessions, aligning local digital strategies with global frameworks and business goals.
  • Collaborating with creative, SEO, analytics, and platform teams to deliver integrated, insight-driven campaigns.
  • Mentoring junior staff and streamlining internal planning processes to boost quality and consistency.

Global Media Planner

Fisher & Paykel Appliances
05.2022 - 01.2023
  • Planning and executing digital media campaigns across six global markets - USA, Canada, UK, Singapore, Australia, and New Zealand - from the global marketing hub in Auckland.
  • Creating integrated paid media strategies for Fisher & Paykel, Haier, and DCS, across search, social, programmatic, and email.
  • Collaborating with global marketing and in-market stakeholders to localise messaging and maximise campaign relevance and performance.
  • Presenting strategic recommendations and media plans to the GM of Global Marketing and international teams.
  • Managing global budgets, optimising creative assets, and tracking campaign KPIs to ensure ongoing improvement and ROI.

Associate Digital Manager

MBM
04.2021 - 05.2022
  • Taking ownership of digital campaign strategy and planning for multiple clients, ensuring alignment with broader marketing objectives.
  • Leading media buying and delivery across social, programmatic, and digital platforms, managing day-to-day performance optimisation.
  • Collaborating with external vendors and internal analytics teams to inform data-driven insights and campaign recommendations.
  • Presenting media reports, audience findings, and campaign results to clients and internal teams.

Investment Executive

Mindshare NZ
03.2019 - 04.2021
  • Supporting omnichannel media buying and planning for high-profile accounts including Mondelēz, Chanel, and Ford, across digital, TV, OOH, radio, and print.
  • Collaborating with agency partners and media vendors to ensure effective and timely campaign delivery.
  • Delivering campaign tagging, trafficking, and compliance, while preparing post-campaign reporting and global budget analysis.
  • Presenting insights, market updates, and performance reviews to clients to guide continuous campaign improvement.

Digital Marketing Assistant

Otago Polytechnic
10.2017 - 03.2019
  • Assisting in the development and execution of international marketing campaigns aimed at student recruitment and brand awareness.
  • Creating marketing materials, coordinating events, and evaluating campaign effectiveness using data insights.
  • Supporting the international team in tracking education market trends and preparing internal reports.

Education

Certificate in Media & Advertising -

Commercial Communications Council + Auckland University of Technology
New Zealand
08-2019

Bachelor of Business - Marketing & Advertising

Auckland University of Technology
New Zealand
12-2018

Skills

  • Omnichannel Content Strategy
  • Digital Media Planning & Buying
  • Brand & Creative Localisation
  • Stakeholder & Agency Management
  • Campaign Analytics & Optimisation
  • Budget & Resource Management
  • Cross-Functional Team Collaboration

Interests

  • Google Ads
  • Meta Business Suite
  • DV360
  • GCM
  • Google Analytics
  • Salesforce Marketing Cloud
  • Adobe Creative Suite
  • Microsoft suite

Timeline

Content & Experience Manager ANZ

Mars Petcare & Mars Wrigley
01.2024 - Current

Digital Manager

Mindshare NZ
01.2023 - 01.2024

Global Media Planner

Fisher & Paykel Appliances
05.2022 - 01.2023

Associate Digital Manager

MBM
04.2021 - 05.2022

Investment Executive

Mindshare NZ
03.2019 - 04.2021

Digital Marketing Assistant

Otago Polytechnic
10.2017 - 03.2019

Certificate in Media & Advertising -

Commercial Communications Council + Auckland University of Technology

Bachelor of Business - Marketing & Advertising

Auckland University of Technology

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Caila Mir