ELIZABETH THOMAS
Wellington
Summary
An innovative and strategic marketing and communications professional with a proven record of building engagement through customer focused initiatives. Extensive global experience with strong multicultural exposure. Personal qualities include a passion for excellence, focus on results, empathy and an adventurous and positive spirit.
Overview
28
28
years of professional experience
Work History
Head of Marketing (Contract)
EVOLVE OUTDOORS GROUP
07.2023 - 02.2024
- Structured and mentored the marketing team to develop best practices, enhancing overall departmental performance.
- Directed the creation of comprehensive seasonal marketing and communication plans for both digital and traditional platforms.
- Initiated the evaluation of campaign performance, making data-driven adjustments to maximize ROI.
- Optimized the budgeting system in alignment with ROI insights, ensuring a more refined and effective financial strategy.
- Expanded market reach through the identification and targeting of new audience segments.
- Leveraged the digital agency skills to improve lead generation by optimizing website design and implementing SEO strategies.
- Collaborated with the sales team to increase brand awareness and enhance business development by building the marketing relationships with key accounts.
Head of Marketing (Contract)
PLUMBLINE
11.2021 - 06.2023
- Directed the creation and execution of a marketing growth strategy for Plumbline, New Zealand's leading bathroomware supplier.
- Developed a best-in-class communications strategy to facilitate internal alignment and ensure ongoing customer engagement and conversion.
- Structured and mentored a marketing team and agency partners to deliver outstanding content and analytics.
- Guided product launch and showroom events.
- Contributed to the 5-year strategic plan by introducing future trend forecasting, planning for a rebrand, a digital first approach and differentiated business-to-consumer and business-to-business strategies.
- Collaborated with finance to introduce a purchase order system to improve marketing expenditure tracking.
Head of Brand (Contract)
KOWTOW
02.2021 - 08.2021
- Introduced strategic planning and the development of a marketing strategy to position Kowtow as a leading sustainable apparel brand.
- Leveraged my global experience to craft an international brand expansion plan, campaign and activation plan, and communications calendar aimed at attracting new audiences.
- Leveraged the relationship with marketing agencies to further enhance the brand experience and collaborated to ensure on brand, on time and on budget delivery.
- Actively tracked and investigated industry innovation and trends to understand competition and opportunity.
Director Omnichannel Market Activation
ADIDAS
09.2017 - 04.2020
- Lead the global team that developed the adidas marketing and communication plans to positively engage and impact adidas's community around the world, including retailers, consumers, shareholders and the adidas employees.
- Consolidated future trend information from diverse sources to influence the marketing communications strategy, positioning adidas as an organisation at the forefront of innovation.
- Delivered with impact campaign plans that represented the brand priorities of women in sport, sustainability and building communities through sport.
- Partnered with the event and influencer marketing team to develop a program where adidas was highly visible in both sports and cultural events globally, from the Rugby World cup in Japan to an art installation in Riyadh! Coached a culturally diverse team to live the adidas values and deliver results.
- Collaborated with global marketing teams to gather insights, enhancing the efficiency and transparency of our marketing budget distribution.
Senior Manager Omnichannel Marketing
ADIDAS
09.2015 - 08.2017
- Contributed to double digit profit growth in the region through consumer engagement activity in physical and online retail channels.
- Developed community sports programs including the launch of adidas Runners in the Middle East, supporting the UAE's goal to encourage its population to be more physically active.
- Planned and executed sport inspired campaigns to drive conversion in more than 700 MENA stores.
- Mentored a culturally diverse team and facilitated effective collaboration with internal teams and marketing agencies.
- Worked with adidas HQ to develop a communications strategy that engaged women especially in the Saudi Arabian and Iranian markets.
- Formulated and managed a comprehensive, multi-currency marketing budget, allocating resources for activities across various countries, channels, and platforms.
Head of Marketing
NAYOMI, KOJ GROUP
09.2012 - 07.2015
- Positioned Nayomi as the Middle East's leading lingerie brand by developing a regionally relevant retail and online consumer experience.
- Supported over 50 store openings with local area marketing, launch events, seasonal store activity and staff training.
- Evolved the communications strategy from being print-heavy to screen optimised, digital campaigns.
- Initiated the development of a mobile phone app.
- Professionalised the celebrity endorsement activity to enhance brand credibility.
Marketing Director
ELLA BACHE
04.2011 - 04.2012
- Developed a 3-year sales and marketing strategy that ensured consistent year-on-year growth through a robust, multi-channel marketing calendar and salon expansion plan.
- Implemented a CRM process leveraging the salon point-of-sale system to encourage repeat bookings and drive increased product purchase activity.
- Project managed the development of e-commerce, and the launch of online sales.
- Managed the sponsorship relationship with a key influencer.
- Orchestrated a collaborative relationship between various agencies to deliver an integrated message for the consumer.
Global Marketing Manager
BENDON GROUP
03.2008 - 05.2010
- Drove continued growth of the Elle Macpherson Intimates brand through a distribution expansion and marketing strategy with key global retail partners in USA, Europe, the Middle East and Asia.
- Initiated the use of online sales data to guide product development and brand messaging.
- Developed and leveraged the celebrity relationship to the benefit of all stakeholders.
- Lead and mentored marketing teams in 4 countries.
Marketing Manager
METHVEN LTD
11.2006 - 02.2008
- Onboarded a team and an agency to deliver a new brand identity that reflected the design and lifestyle nature of the Methven tapware collections
- Developed the marketing collateral and consumer activity, including lifestyle events, that reflected the new brand direction with the aim of attracting more women and design inspired consumers to the brand.
- Project managed the launch of a new luxury shower product into the USA market, and a new mass market tapware range into the Australasian market.
- Facilitated the collaboration between the design, engineering sales and marketing teams. .
Marketing Manager
BENDON GROUP
02.2003 - 07.2006
- Initiated and oversaw the implementation of a global marketing plan for the Elle Macpherson Intimates brand, facilitating the brand's entry into the UK and USA markets.
- Collaborated with an international team of brand and communications agencies to execute award-winning campaigns, contributing significantly to double-digit sales growth.
- Spearheaded the development of an online sales platform, successfully launching e-commerce.
- Effectively managed the relationship with the Licensor, Elle Macpherson.
Brand Manager
L'ORÉAL GROUP
01.2001 - 01.2003
- Created and implemented the marketing plan to maintain L'Oréal's status as the top selling salon brand in New Zealand.
- Project managed the production of the hair industry's most prestigious annual event, the 'L'Oréal Colour Trophy', and planned the consumer and media activity to support L'Oréal's sponsorship of New Zealand Fashion Week.
- Aligned internal teams, agencies and retail partners with brand guidelines, ensuring consistent, world class representation of the brand across all departments and touchpoints.
- Created and managed budgets to maximize brand reach and engagement.
- Cultivated and nurtured impactful relationships with two major accounts, resulting in sustained sales growth.
Brand Manager
L'ORÉAL, GEDDES LTD
03.1996 - 07.2000
- Developed the L'Oréal business to be the leading luxury cosmetic brand in Southern Africa through consumer-focused retail activations and training programs for the beauty consultants.
- Organized and delivered training sessions for new product launches and scientific advancements.
- Forged a collaborative relationship with L'Oréal Paris resulting in representation of Zimbabwe at global conferences.
Education
MINI MBA -
AUCKLAND UNIVERSITY
Auckland, New Zealand01.2004
BACHELOR OF SOCIAL SCIENCE -
UNIVERSITY OF KWAZULU-NATAL
Durban, South Africa01.1992
Skills
- Leadership
- Team building
- Marketing and communications strategy
- Campaign Planning
- Market Trends Analysis
- Digital & social marketing
- Agency management
- Budget planning & management
- Influencer marketing
- Trade marketing
- Data driven marketing
- Event marketing
Hobbies and Interests
- Hiking
- Trail running
- Triathlon
- Yoga
- Reading
- Travel
- Flying
Additional Information
Lead run coach for the Wellington 261Fearless running group.
(261Fearless is a global organisation empowering women through running)
Timeline
Head of Marketing (Contract)
EVOLVE OUTDOORS GROUP
07.2023 - 02.2024
Head of Marketing (Contract)
PLUMBLINE
11.2021 - 06.2023
Head of Brand (Contract)
KOWTOW
02.2021 - 08.2021
Director Omnichannel Market Activation
ADIDAS
09.2017 - 04.2020
Senior Manager Omnichannel Marketing
ADIDAS
09.2015 - 08.2017
Head of Marketing
NAYOMI, KOJ GROUP
09.2012 - 07.2015
Marketing Director
ELLA BACHE
04.2011 - 04.2012
Global Marketing Manager
BENDON GROUP
03.2008 - 05.2010
Marketing Manager
METHVEN LTD
11.2006 - 02.2008
Marketing Manager
BENDON GROUP
02.2003 - 07.2006
Brand Manager
L'ORÉAL GROUP
01.2001 - 01.2003
Brand Manager
L'ORÉAL, GEDDES LTD
03.1996 - 07.2000
MINI MBA -
AUCKLAND UNIVERSITY
BACHELOR OF SOCIAL SCIENCE -
UNIVERSITY OF KWAZULU-NATAL
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