Lauren Ashleigh Allen

To oversee and run the operations and marketing business units for Harcourts Optimize Group, which includes 3 x residential sales offices, 1 x property management division and 1 x commercial sales division. I have built up and currently manage a team of 2 marketing coordinators, and 7 administrators.

Responsibilities:

Operations

• Optimizing workflows and implementing best practices

• Manage, control and reduce costs effectively. By monitoring budgets and finding areas to reduce waste, help improve the company’s profitability. This cost control extends to managing relationships with vendors and negotiating favourable terms

• Integration of technology into real estate operations. This includes implementing property management software, customer relationship management (CRM) systems, and other tools that enhance efficiency and provide better insights into the business

• Long-term strategic planning. Work with business owners to set goals and develop plans for growth and expansion

• Ensure customer service processes are efficient and responsive, leading to better client experiences, resulting in higher client retention, referrals, and repeat business.

• Adept at adapting to changing market conditions and business needs. This role requires one to be flexible and responsive, allowing the company to pivot when necessary and take advantage of new opportunities.

Marketing

• Taking responsibility for marketing strategy including creative planning, discovering market opportunities, and implementing these strategies, in conjunction with the Business Owners

• Developing and delivering the strategic marketing plan for both the business units (Whangarei, Bream Bay, Just Rentals and NAI) and the individual agents

• Overseeing digital marketing, advertising, print material and promotional campaigns in conjunction with internal marketing team and external agency experts

• Leveraging data, analytics and segmentation to identify opportunities and insights, then translate these into executable integrated marketing plans that improve performance and deliver on objectives to increase brand awareness and market share

• Collaboration with the sales and PM teams to identify and develop new opportunities

• Nurturing our brand, brand assets and tone of voice

• Responsibly manage the deployment of the marketing budget and forecasting, in conjunction with the Business Owners

• Manage all PR activity. Explore brand partnerships with relevant brands, to help reach new audience. Sponsorship and Community. Harcourts Foundation.

• Reporting on all marketing strategies in detail using tested analytics and tools

· Creating and managing project and campaign timelines, ensuring delivery to a high standard and to agreed timeframes meeting key performance metrics

· Creating overarching social media strategies with clear content pillars for brand building and community activation.

• To plan, lead and manage all aspects of the company's marketing strategy and budget alongside the CEO and GM
• Develop an integrated 12- and 24-month marketing strategy for the company in line with the overall company objectives
• Oversee the roll out of the marketing strategies including social media platform management and strategy, SEO strategy, AdWords strategy, Blogging Strategy, Content Topic management
• Recommend marketing and sales opportunities to CEO and General Manager that have not previously been considered with detailed analysis and expected ROI; and then execute with needed resource on those opportunities
• Ensure that Marketing KPIs are tracked and are meeting targets MTD, YTD and YOY
• Collaborating and coordinating with the Sales Manager and team to health check the status of sales and assist with tactical and top line strategic marketing initiatives, including lead generation
• Manage the suite of brands and corporate identity, ensuring they are market leading in look/feel, brand conviction, tone of voice, building brand awareness and positioning
• Packaging design, brand design, brand tweaks, brand overhauls
• Conducting and overseeing market research to assess target market size and opportunities
• Assist with new product development rollout, including branding, marketing and entry into new markets
• Monitor and conduct regular customer research in conjunction with customer advocacy team to monitor brand position in marketplace
• Exploration, evaluation of and event management of brand events, targeted trade shows/expos
• Public relation management - Reputation management, building, maintaining and managing communications strategy to best leverage the business
• Sponsorship and partnership management - explore and investigate opportunities for the business to increase leads, sales, brand exposure and reach
• Manage the marketing team and respective contractors to ensure their respective responsibilities are being met
• Responsible for all brochures, catalogues, customer manuals, instruction booklets, and ensuring these are kept up to date and improved based on feedback from Sales Team, Customer Advocacy, and Customers direct
• Work with sales and customer advocacy team members to gain and maintain and grow a bank of customer feedback, testimonials and opportunities for improvement
• Manage one-off marketing projects such as: new instruction manual, new product viewing app/tool for prospective customers, new video installation manual, video product showcase library, video FAQ library, storytelling, customer experience showcases, blog writing, target market campaign, viral/guerrilla marketing experimentation

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