Olivia Robins
Marketing Leader & Problem Solver.
Auckland
Summary
I am an experienced marketing leader who is passionate about solving business problems in collaboration with cross functional teams and agency partners.
With a proven track record for consistently delivering effective marketing strategies and campaigns across the entire consumer journey. In conjunction with improving the bottom line growth through business transformation and portfolio optimisation.
Overview
9
9
years of professional experience
2029
2029
years of post-secondary education
Work History
Marketing Manager
Beverages
02.2023 - Current
- Industry Leadership: Launched Milk Real Good TTL platform to get NZ to believe milk is good, understand the benefits & consume it more often to stem consumption decline ~ NZ drinking +2 glasses of milk vs YA (+1m liters) 6 months into the campaign.
- Enterprise Leadership: Lead a cross functional team to unlock $4m tradable to support a critical negotiation.
- Portfolio Otimisation: Rationalised low value & declining milk ranges to simplify shopper decision making & improve EBIT by +5%.
- Strategic Planning: Developed a 3 year portfolio plan in partnership with a cross functional team to deliver incremental +6% NSV & +8% GM improvement.
- People leadership: Supported the Beverages ABM to execute Anchor's sponsorship of Auckland FC to trade up +50k families into Anchor Milk via on pack promotion.
Senior Brand Manager
Anchor Milk & Cream
05.2022 - 01.2023
- Communications: Inspired New Zealander's to cook with Anchor Dairy more often via Bring a Plate’ content series & The Great Kiwi Bake Off, delivering +5% growth outpacing total dairy growth at 3%.
- People Leadership: supported Beverages ABM to execute Anchor’s sponsorship of the Weet-Bix Kids TRYathlon, via Protein+ activation & sampling to trade up +20k households into Anchor Milk.
Brand Manager
Suntory BOSS Coffee
05.2021 - 04.2022
- Communications: Launched Suntory BOSS Coffee into NZ & AU, cementing it's role as the workers buddy to get you through your workday as the second or third coffee of the day. Grew awareness to 30% in AU & 70% in NZ within 12 months.
- Strategic Planing: Built 3-5 year brand plan for Suntory BOSS Coffee ANZ; delivered +35% brand growth vs budget in yr 1.
- Innovation: Launched Iced Double Espresso and Ice Caramel Latte, delivering 80-85% incremental growth to the category and 60-70% incremental growth to the brand ANZ.
Brand Manager
Frucor Suntory
11.2019 - 04.2021
- Strategic Planning: Delivered evolved masterbrand positioning & innovation strategy; improving power in the mind by +2% and delivered an innovation pipeline to improve EBIT by +10% next 5 years
- Innovation: Launched a new functional shelf-stable juice range at +20% margin improvement: Functional juice was growing 2x rate in the chilled juice category, creating an opportunity to launch a functional range under our premium shelf stable juice brand; The Real McCoy PLUS
- Portfolio Optimisation: Protected 60% juice portfolio margin by moving profitable Ribena products to a new manufacturer in the absence of a project manager.
Assistant Brand Manager
Frucor Suntory
01.2019 - 10.2019
- Strategic Planning: Built 3–5-year strategic plan for h2go; delivered +12% brand growth vs budget in yr 1.
- Innovation: Delivered Frucor Suntory’s first sustainable packaging project: Launched h2go and NZ Natural water into 100% rPET. Reducing 350 tons of plastic and 950 tons of c02 per yr
- Innovation: Launched incremental high $/L innovation for NZ Natural Water; delivered +10% category growth & 22% brand growth, innovating in a new segment within a mature category.
Media Planner/Buyer
Starcom
04.2016 - 12.2018
- Media Planning: Implemented multi-million-dollar ATL communications across Global and Local brands; Toyota, Visa and AA Insurance
- People Leadership: Supported Media Assistant to deliver digital & social media campaigns across Local Brands; Oceania Rest Homes, Genesis & Bay Audiology
Education
Fonterra Leadership Essentials Programme -
JumpShift Development Ltd
Mark Ritson WFH Bootcamp - undefined
Foundations of Advertising - undefined
Auckland University of Technology
Diploma for Graduates - Advertising
01.2012 - 01.2015
Bachelor of Primary Education - undefined
University of Otago
01.2012 - 01.2015
Skills
Enterprise Leadership
Stakeholder Management
People Leadership
Strategic Planning
Innovation Project Management
Brand Management
Communications
Digital Marketing
Awards
Finalist, TVNZ Young Marketer of the Year, 2020
Accomplishments
Finalist, TVNZ Young Marketer of the Year 2020
Timeline
Marketing Manager
Beverages
02.2023 - Current
Senior Brand Manager
Anchor Milk & Cream
05.2022 - 01.2023
Brand Manager
Suntory BOSS Coffee
05.2021 - 04.2022
Brand Manager
Frucor Suntory
11.2019 - 04.2021
Assistant Brand Manager
Frucor Suntory
01.2019 - 10.2019
Media Planner/Buyer
Starcom
04.2016 - 12.2018
Diploma for Graduates - Advertising
01.2012 - 01.2015
Bachelor of Primary Education - undefined
University of Otago
01.2012 - 01.2015
Mark Ritson WFH Bootcamp - undefined
Foundations of Advertising - undefined
Auckland University of Technology
Fonterra Leadership Essentials Programme -
JumpShift Development Ltd