Heike Middleton

Work closely with the GM Marketing & Communications to execute plans, manage campaigns and coordinate the efforts of the marketing team.

· Develop & implement brand marketing strategies aligned with business goals

· Develop & oversee marketing budgets

· Conduct market research & brand health tracking to inform decision making

· Provide direction and leadership to the marketing team

· Build & maintain relationships with key stakeholders, both internal and external & ensure a unified approach to marketing initiatives

· Implement marketing campaigns across various channels, ensuring consistency & effectiveness

· Monitor and analyse the performance of marketing campaigns, providing insights for improvement

· Oversee & provide direction on all retail marketing campaigns & digital marketing channels

Key achievements:

· Developed 3 insight led brand marketing campaigns (The Duet, The Table, Your Rock) to help grow brand awareness, consideration & preference.

· Oceania is 4th in term of total category rate card spend but continue to grow brand health well ahead of the competition. Over the past 12 months, Oceania has seen the highest improvements across the key metrics to drive consideration & preference: awareness +4%, consideration + 5%, preference +4%

· Sponsorhsip?

· Outperforming the TRA Creative Edge average metrics for two brand campaigns, The Duet and The Table

· Developed insight led marketing strategy to launch The Helier, a completely new take on retirement living. Results XXX

· Brand identity refresh

· Finalist in 4 categories at the 2023 TVNZ Marketing awards

· Awarded Bronze at the 2023 EFFIES for The Duet campaign

· Finalist in 2 categories at 2023 AXIS

· Enquiry growth

· CPE reduction

· Lead strategy & content review for SEM, resulting in +56% increase in clicks, +7.86 CTR, -10.8% CPC and +31% form submits

Develop & execute marketing strategies & activity for the BLIS Probiotics Brand to increase the brands reputation & drive sales across NZ, Canada & US.

· Develop BLIS Probiotics marketing strategy & plans across all markets

· Lead & manage all brand related activity & campaigns

· Work with agency partners to develop & execute both brand & product focused through the line campaigns

· Manage social media activity & content creation

· Work closely with the eCommerce team to optimise our online presence & digital & performance marketing activity

· Management of the BLIS Probiotics portfolio, including redefining product value propositions & value to the business, ensuring the portfolio meets a clear consumer need through correct positioning

· Marketing lead for all NPD projects, with strong collaboration across R&D & NPD teams

· Support Sales Team & agency partners in the development of our Retail strategy & plans, Co-op activity & promotions with key retail partners

· Support Sales Team in the creation of sales, retail & trade marketing material that supports & enhances our retail strategy & presence

· Financial management of annual marketing budgets & resulting business performance

Key achievements:

· Launched BLIS Probiotics into the Canadian Market. Exceeded Retail presence (doors) by 160%

· Lead brand refresh project & worked with agency partners to undertake consumer research, develop new brand strategy & identity for BLIS Probiotics

· Developed the digital marketing strategy & plan for NZ in FY22, resulting in 64% YOY growth of our eCommerce channel

· Successfully planned & executed our first retail campaign in Canada, which saw MOM growth with key retailers during & after the launch campaign period

• Account lead across two key accounts, with two direct reports
• Clients: Blis Probiotics & New Zealand Blood Service.

· Collaborate with strategists to develop & deliver effective strategies (brand, social, media) and communication plans in line with client brief, objectives, KPIs and budget. Analyse key insights and consumer behaviour, to formulate the creative brief.

· Manage the full creative development process from strategic & creative territory development, creative idea generation, through to execution of campaign idea and deliverables across a range of media including video, outdoor, radio, print, digital, social & website.

· Project manage all jobs, create timelines, budget trackers & balance multiple deadlines simultaneously

· Foster relationships with both clients & internal stakeholders, to instil trust in the process and ensure smooth, timely delivery of all work

· Allocate client budget to appropriate activity to meet & exceed yearly / project based objectives and KPIs

· Handle all internal forecasting for key accounts & instruct invoicing

Key achievements:

· Lead & managed the development of a new global skincare brand for Blis Technologies. Included management of brand & comms strategy, naming, brand identity & packaging, website development & build, creation of brand platform, launch & ongoing comms, PR & influencer partnerships.

· Lead the brand audit of the Blis Probiotics brand, in order to develop the new brand proposition and brand architecture to provide better structure and direction for all marketing communications moving forward. From here we created a new global brand platform, global brand assets & market specific supporting communications.

· Oversee the “always on” social media implementation for New Zealand Blood Service. Includes bi-monthly development of creative content, scheduling and reporting. Since the new social strategy was introduced, there’s been a 21% increase in landing page views, 45% increase in booking register & 64% increase in unique bookings