Catherine Shaw
Auckland,New Zealand
Summary
Dynamic communications leader with a proven track record at IAG New Zealand Limited, excelling in strategic communication design and crisis management. Adept at enhancing customer experience and fostering stakeholder relationships, I drive impactful initiatives that elevate brand reputation and operational efficiency. Passionate about delivering exceptional results through innovative problem-solving and team leadership.
Overview
27
27
years of professional experience
Work History
Manager, Major Event Communications
IAG New Zealand Limited
Auckland, New Zealand
07.2023 - Current
- Developing the claims customer communication strategy and roadmap, to deliver enhanced claim customer experiences, driving Net Promoter Score, fostering customer loyalty and delivering on brand promise.
- Improving readiness through gathering and leveraging research and past event analysis to inform, prioritise and influence customer initiatives, address operational and customer pain points.
- Creating solutions to enhance customer communication and operational efficiency through notifications, email, digital channel and SMS, using best practice, advanced technology, and automation.
- Collaborating with stakeholders to drive an enhanced understanding of customer needs and how they can support better customer communication outcomes, alongside operational outcomes.
- Identifying, sharing and leveraging opportunities to work with IAG Australia to solve in-common problems.
- Identifying and addressing barriers to great customer experience, including technological and data gaps.
- Ensuring major event communications comply with governing commitments and CX principles.
- Developing a comprehensive library of tailored communications for different events.
- Establishing strategic communication responses for significant events and leading communications efforts for Auckland floods and Cyclone Gabrielle, in collaboration with the Customer Communications team.
Owner
Writehand Communication Limited
Auckland, New Zealand
05.2008 - Current
- Operated freelance communications and marketing business, delivering tailored marketing solutions.
- Analysed client business needs and assisted in determining appropriate resources and strategies.
- Maintained relationships with existing clients by providing superior customer service.
- Provided strategic planning, copywriting, and subediting guidance to clients.
- Developed crisis and change strategies to navigate complex communication challenges.
- Managed internal, external, and customer communications for diverse organisations.
- Executed brand management initiatives to enhance client visibility and reputation.
- Cultivated media relations to secure coverage and manage public perception.
- Oversaw digital content management to optimise online presence and engagement.
- Directed project management activities to ensure timely delivery of services.
Lead Customer Communications
IAG New Zealand Limited
Auckland, New Zealand
06.2019 - 07.2023
- Spearheaded strategy and execution of enterprise-wide compliance and change communications.
- Delivered customer communications during natural disasters, enhancing responsiveness to major events.
- Implemented multi-channel communications strategy and delivering IAG's organisation-wide customer communication, while minimising conduct risk, enhancing customer experience, and strengthening IAG's reputation.
- Engaged internal and external stakeholders in communication planning and execution.
- Developed tools and resources to support customer-facing staff and bank partners.
- Provided coaching and strategic direction to team members, fostering professional growth.
- Identified processes and templates to improve operational efficiency across the organisation.
- Served as subject matter expert and trusted advisor on communication initiatives.
- Note: Specialist- Customer Communication from June 2019 to August 2020.
Community Benefits and Responsible Gaming Manager
Lotto New Zealand
Auckland, New Zealand
04.2013 - 07.2018
- Developing and implementing communication strategies to build greater engagement with New Zealanders, through awareness of Lotto New Zealand’s role in community funding.
- Creating a community brand and working with grant recipients to facilitate partnerships and create storytelling content for social media, retail touch points, television, EDM and online channels.
- Delivering Lotto’s award-winning Responsible Gaming programme including research, employee training, player education, ongoing monitoring and measurement of programme elements.
- Preparation of submissions to gain and maintain certification under the World Lottery Association’s Responsible Gaming framework.
- Managing corporate reporting and management of key stakeholder relationships with statutory bodies, government, community organisations, grant recipients and internal stakeholders.
Co-Founder and Owner
Bikelab Limited
Auckland, CBD
10.2010 - 02.2015
- Established Bikelab shop and online platform Bikelab.co.nz
- Directed legal and financial strategies for the organisation, culminating in successful business sale.
- Drove marketing initiatives through social media and public relations, boosting brand visibility.
- Cultivated partnerships with insurance companies to broaden sales channels.
- Managed operations including strategic planning, system implementation, financial tracking, and human resources.
- Enhanced product suite by implementing strategic offerings to meet customer needs.
- Organised community events such as social evenings and cycling groups to engage customers.
- Hired, trained, and mentored staff members to optimise productivity and performance.
- Standardised procedures to maintain agility in operations under dynamic conditions.
Marketing Manager, Milk Supply
Fonterra Co-operative Group
Auckland, New Zealand
11.2010 - 12.2011
- Leading a team in the delivery of external marketing and communications activity to Fonterra farmers as well as internal communications to Fonterra’s Milk Supply employees.
- Analysing insight and data to develop strategic targeted communications and campaigns including retention, competitive response and win-back activity.
- Identifying opportunities to grow market share through supplier engagement strategies.
- Developing shareholder information.
- Monthly monitoring and reporting against key KPIs.
- Driving on-farm sustainable practices and compliance through delivery of strategic initiatives.
Regional Marketing and Communications Manager, Australasia
AIG
Auckland, New Zealand
06.2008 - 09.2010
- Developed crisis containment strategy and media relations for Australasian region during AIG reputational crisis.
- Managed internal communications to support employees amid significant uncertainty.
- Executed reactive media responses to ensure favorable company representation.
- Implemented proactive media relations program to enhance brand awareness and reinforce core values.
- Provided strategic leadership on business rebranding as part of global rebrand initiative.
- Oversaw post-launch brand management and brand building strategies across the region.
Marketing and Communications Manager
NZINVEST Limited
Auckland, New Zealand
11.2005 - 05.2008
- Developing sales tools and customer care processes, managing media enquiries, advertising and event management.
- Researching and writing a quarterly publication for customers and prospective customers containing thought leadership on the property market and topical investment issues.
- Developing internal publications and processes including a monthly newsletter, an induction manual and processes, policies manual, brand guidelines, staff satisfaction survey, recognition/ reward programmes.
- Managing and supervising a Marketing and Communications Executive and a 30-seat call centre.
Channel and Communications Manager
TOWER Health and Life
Auckland, New Zealand
06.2004 - 08.2005
- Company Overview: (Insurance)
- Developing and implementing customer and broker communication strategies to build and maintain broker relationships and new product marketing materials.
- Developing internal brand guidelines and user reference guides.
- Launching internal values across the TOWER New Zealand group.
- Providing a communications consultancy service for other areas of the business.
- (Insurance)
Community Relations and Sponsorship Executive and Internal Communications Executive
SKYCITY Entertainment Group
Auckland, New Zealand
12.2000 - 06.2004
- Developing and implementing strategic awareness campaigns incorporating events, direct marketing, advertising, media relations, internal communications, events and corporate hospitality.
- Writing and managing the production of internal communications materials (i.e., newsletter and group-wide magazine), board reporting, community materials and the annual community report.
- Developing and implementing employee communications around changes to salary review dates, union negotiations and employee incentive schemes.
- Managing relationships with charity partners, key business and community influencers.
- Providing a communications consultancy service for other areas of the business.
Public Relations Trainee Executive and Public Relations Executive
Countrywide Porter Novelli
London, United Kingdom
02.1998 - 11.1999
- Company Overview: (PR Agency)
- Developing and implementing business-to-business PR campaigns including product launches, conferences, seminars, and media and crisis management training activities for clients.
- Developing media communications including releases, reports, newsletters and brochures and monitored and reported on daily media activity.
- (PR Agency)
Education
BA (Hons) - International Business – Marketing & Management
University of Lincolnshire & Humberside
England07-1997
Bachelor of Business Studies - Marketing and Tourism
Auckland University of Technology
Auckland, NZCertificate - Public Relations Strategy
Auckland University of Technology
Auckland, NZSkills
- Strategic communication design and execution
- Customer experience
- Claims operational process
- Crisis and stakeholder management
- Event strategy and planning
- Team leadership and staff management
- Media relations and communication
- Problem solving and relationship building
References
Written and verbal references are available upon request.
Matt Harris, Former CEO, AIG
Her ability to quickly grasp the most complex of financial issues and interpret these in a salient and meaningful way for our employees, business partners and other stakeholders was outstanding… I would have no hesitation in providing an unequivocal recommendation to any prospective employer looking for a highly capable, passionate person to develop and drive any public relations, general communications or media strategy.
Matt Pryor, Former Social Media Manager, IAG
Cathy really stepped up and made sense of all the noise that was swirling around and pulled it all together into once please. She crafted excellent messages that helped to keep our customers informed and set expectations. She was liaising with multiple internal stakeholders across multiple business units, bank partners, data warehouses and media agencies…. Thanks to Cathy we were able to send out concise messages via social media and our websites quite soon after the event. She handled it with poise and professionalism (even though I'm pretty sure behind that cool, calm exterior there was stress!).
Catherine Etheridge, SKYCITY
A strong interpersonal communicator, Cathy has the ability to connect with people right across an organisation. She has a great work ethic, is highly organised, can be relied on to deliver on time, and asks the right questions.
Affiliations
- Family
- Fitness
- Outdoors
- Travel
Timeline
Manager, Major Event Communications
IAG New Zealand Limited
07.2023 - Current
Lead Customer Communications
IAG New Zealand Limited
06.2019 - 07.2023
Community Benefits and Responsible Gaming Manager
Lotto New Zealand
04.2013 - 07.2018
Marketing Manager, Milk Supply
Fonterra Co-operative Group
11.2010 - 12.2011
Co-Founder and Owner
Bikelab Limited
10.2010 - 02.2015
Regional Marketing and Communications Manager, Australasia
AIG
06.2008 - 09.2010
Owner
Writehand Communication Limited
05.2008 - Current
Marketing and Communications Manager
NZINVEST Limited
11.2005 - 05.2008
Channel and Communications Manager
TOWER Health and Life
06.2004 - 08.2005
Community Relations and Sponsorship Executive and Internal Communications Executive
SKYCITY Entertainment Group
12.2000 - 06.2004
Public Relations Trainee Executive and Public Relations Executive
Countrywide Porter Novelli
02.1998 - 11.1999
BA (Hons) - International Business – Marketing & Management
University of Lincolnshire & Humberside
Bachelor of Business Studies - Marketing and Tourism
Auckland University of Technology
Certificate - Public Relations Strategy
Auckland University of Technology
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