Mandy Arnott
Summary
Senior Marketing Leader
Strategic marketing professional with 20+ years' experience leading integrated marketing, brand, digital and partnership strategies across sport, retail, media and agriculture. Experienced in translating commercial objectives into high-performing campaigns that grow brands, increase customer engagement and deliver measurable business results. Passionate about creating compelling brand stories, developing strategic partnerships and leading cross-functional teams to execute marketing that drives revenue and strengthens customer loyalty.
Overview
25
25
years of professional experience
Work History
Marketing and Communications Manager
Rowing NZ
01.2021 - Current
- Developing and executing the marketing and communications plan that aligns with the organisationʼs strategic intent
- Drove interest and awareness in rowing by creating, publishing, and pitching content to media across Aotearoa and beyond
- Launched a new website 412K users since launch, and 1.3 million views
- Enhanced and commercialised the livestream of regattas, which has increased viewership and engagement
- Introduced video storytelling to the content mix and more high-quality written content
- Cultivated long-term partnerships with key stakeholders to enhance organizational collaboration.
- Secured two high-value partnerships that enhanced organizational capabilities and outreach
Marketing Lead
Farm Source/Fonterra
01.2020 - 01.2021
- Led marketing efforts for key campaigns (digital, in-store, print, internal comms) to align with business strategy
- Drove growth in sales across key categories - pasture/crop/maize seed
- Developed offers and partnerships that supported business strategy and objectives
- Collaborated with national and international vendors on joint sales promotions and awareness initiatives
- Managing content of Enrich magazine (print & digital)
- Enhanced content quality of Enrich magazine through editorial improvements
- Introduced and launched video testimonials and video podcast series
- Set up a process to track ROIs for campaigns
Marketing Manager
Ebbett Group
01.2016 - 01.2017
- Managed all marketing, advertising, and promotional activities
- Oversaw social media and website content management to enhance online presence.
- Collaborated with national distributors to identify and optimize brand partnership opportunities, enhancing market reach.
- Generated quality leads from marketing activity and report back monthly
- Provided leadership to marketing team members
- Successfully ran launch events and launch campaigns
- Negotiated and worked with ambassadors/social media influencers
- Reached new audiences by collaborating with strategically targeted businesses and influencers - examples: Barkers/Max, Caci Clinic, Citta, Chelsea Winter
- Raised over $15K for Waikato Rescue Helicopter via a successful sales marketing campaign
- Analysed market trends and recommended changes to marketing and business development strategies based on these
- Suggested new initiatives to improve controls and processes
Marketing Manager
Fieldays Society
01.2014 - 01.2016
- Implemented Fieldays marketing plan - saw growth in visitor numbers, growth in online ticket sales, app downloads up from 10K - 20K YOY
- Identified market opportunities and implemented initiatives to capitalize on them
- Managed market and customer research, capturing insights to inform strategic planning
- Managed all marketing, advertising, and promotional activities for scheduled events and for the governing Society in conjunction with the wider team
- Redesigned the event ticketing website within 3 months of being in the role
- Worked with MEA Digital to develop a new native app for the Fieldays 2016
- Introduced video strategy to enhance engagement and reach
Marketing Manager: Waikato & Rural
stuff.co.nz
01.2002 - 01.2014
- Negotiated and activated high-impact sponsorships in Waikato region to enhance brand visibility
- Succeeded in transforming many high-cost, low-value sponsorships into high-value, low-cost, effective and mutually beneficial sponsorships
- Developed mutual, beneficial partnerships with other businesses
- Drove traffic and engagement on digital platforms through targeted campaigns
- Led and motivated a team - Senior Marketing Executive and Marketing Coordinator
- Empowered team to maintain motivation and engagement while focusing on high-value, high-priority projects
- Recognized for consistently delivering successful outcomes because of my drive to ensure ideas and plans are actioned
Brand & Promotions Manager
NZME
01.2002 - 01.2014
- Created and implemented digital marketing plan including SEM, SEO, social, Outbrain, and Google Display Network campaigns
- Negotiating with retail partners to build retail promotions that grow category and market share
- Negotiated with promotional partners and suppliers to deliver creative concepts and prize packages for casual reader promotions
- To develop and execute all reader promotions to generate data for acquisition
- Developing creative briefs and working with advertising agency to ensure all communications meet the brief and are in line with brand standards
- Tracking, measuring and analysing the effectiveness of each initiative
- Maintained alignment of plans and projects during leadership changes on track during a time of senior leadership upheaval
- Promoted from Marketing Coordinator role to Brand Manager role and then stepped up to the new digital requirements when the role changed in 2013
Education
Double Diploma - Advertising and Marketing
Auckland University of Technology
Skills
- Marketing strategy alignment
- Business strategy
- Customer Focus
- Pitching Concepts
- Stakeholder Negotiation
- Team leadership
- Motivational Leadership
- Team Development
- Innovation support
- Problem-solving creativity
- Effective Communication
- Initiative design
Timeline
Marketing and Communications Manager
Rowing NZ
01.2021 - Current
Marketing Lead
Farm Source/Fonterra
01.2020 - 01.2021
Marketing Manager
Ebbett Group
01.2016 - 01.2017
Marketing Manager
Fieldays Society
01.2014 - 01.2016
Marketing Manager: Waikato & Rural
stuff.co.nz
01.2002 - 01.2014
Brand & Promotions Manager
NZME
01.2002 - 01.2014
Double Diploma - Advertising and Marketing
Auckland University of Technology