Rebecca Wadey
Auckland / Tāmaki Makaurau,NZ
Summary
Experienced in spearheading entrepreneurial ventures and leading strategic initiatives. Passionate about building purpose-driven brands that resonate with their community. Leverage innovative thinking and strong business acumen to consistently drive success and achieve remarkable results. Demonstrated ability to assemble cohesive teams and foster their growth. Excel in communication and networking. Enviable connections in media and industries such as arts, culture, fashion, food, and more. Bring a unique perspective to any project or organisation.
Overview
25
25
years of professional experience
Work History
Co-founder and partnerships director
Ensemble magazine
08.2020 - Current
- The establishment, launch and positioning of a new lifestyle proposition as Aotearoa came out of lockdown in 2020
- This included co-managing all branding, design, brand and content strategy, media/PR opportunities and key strategic partnerships with The Spinoff and Viva on launch, negotiating the acquisition of the company by Stuff one year later, and working with key senior leaders in the business to enhance and expand their lifestyle offering with a focus on commercial integrations
- Since the launch of Ensemble we've: Built to a readership of 110k unique visitors per month, 9k eDM subscribers and 14.2k Instagram followers
- Leveraged our connections to shoot and interview a wide range of celebrities in NZ fashion, such as Lorde, Rose Matafeo, Melanie Lynskey, Erana James and Marlon Williams
- Had our stories shared and mentioned internationally by industry watchdog Diet Prada, influencer Bryan Boy, the Daily Mail, Pop Crave and more
- Won Best Digital Brand at the 2021 and 2022 Magazine Publishers Award
- Our Ensemble Edit shoppable runway, sponsored by Samsung won Best Brand Event at the 2022 Magazine Publishers and was awarded silver at the International Media Awards held in NY in 2023
- Managed a number of highly regarded brand events; including leveraging my connections in the film industry to hold a number of screenings for readers and friends of the brand that were so successful they led to paid partnerships with distributors from Disney to Vendetta, who wanted the NZ premiere of new launches organised by me, for an Ensemble audience, and amplified by a Stuff marketing campaign
- Worked with the trading, commercial and commercial content teams at Stuff to set rates and ad packages, including cross-platform opportunities that brought significant new business to Stuff
- Was key client liaison for all brand partnerships including responding to briefs and then overseeing execution of campaigns
- Built significant relationships both internally and externally to allow the brand to flourish and thrive
- Worked closely alongside my co-founder Zoe Walker Ahwa, editorial director at Ensemble, to identify commercial opportunities and proactive pitches arising from them
- In addition I also acted as a wellbeing advisor to Stuff, resulting in commercial success in this vertical including being involved in winning the business to custom publish Chemist Warehouse's House of Wellness magazine in Aotearoa
Communications/Consumer Engagement Manager
Estee Lauder Companies
07.2016 - 01.2020
- Managing media relationships and strategy for six elite brands, this role involved reporting in to several different brand general managers and managing a PR assistant and interns
- Conceiving and executing launch strategies
- Working to identify, evaluate and work with key influencers
- Oversee influencer content creation, relationship management and strategy
- Creating brand own content that sits within key launches and marketing plans
- Setting and adhering to budgets
- Managing traditional media relationships
- Liaising with the global and regional communications teams to execute work of a global standard relevant to a local audience
- Identifying opportunities for brands to shine in an increasingly competitive marketplace
- Working with product and retail marketing teams and agencies to ensure the communications strategy dovetails seamlessly into the marketing one
- Humanising and creating local relevancy for global brands
- Attended digital marketing workshops in Sydney and attended online training (through General Assembly) on customer insights, data and targeted marketing approaches
Contract Project Manager; Commercial Partnerships
Viva
01.2018 - 05.2018
- Managing select commercial partnerships for Viva; working with those partners on creative strategies and content to help them communicate key brand messages to readers/viewers, and the implementation of said strategies/content
- Crafting a blend of editorial, advertorial and added value, writing all copy, working with the NZME creative team on page layout and design
- Directing video content and editing it with the help of their inhouse videographer
- Managing the expectations of different clients involved, ensuring their objectives are met and serviced while retaining the essence of the Viva editorial voice and feel
- Working to extremely tight deadlines and budgets to produce publications of editorial excellence with all stakeholders happy
Head of Marketing and Communications
Lonely Lingerie
08.2017 - 12.2017
- Developing overarching brand strategy and writing global communications plans for the business
- Liaising with international PR agencies for the implementation of the above (Sydney, LA and NY)
- Conceptualising launch plans for new ranges and new products
- Building the social media framework and plan across Instagram (three accounts, with a total of over 400k followers) and Facebook
- Developing an influencer strategy and gifting program
- Working alongside the retail development manager to ensure clear customer communications through retail and webstores
- Working with the e-commerce and retail teams on all our strategies in order to achieve sales targets
- Conceptualising, creating and commissioning content to use across a variety of platforms
- This content was both visual, involving producing photo shoots in several different countries, and written, which involved finding emotive stories to tell and crafting the content in an appropriate way
- Working with graphic designers on the content as above for catalogues, booklets and postcards to be used in a variety of ways
- Doing all the above while working with tight budgets and multiple deadlines
- Overseeing the NZ media strategy and maintaining relationships with key media and influencers
Wellbeing Editor
Viva magazine (NZ Herald)
12.2014 - 08.2016
- Providing the editorial framework for the wellbeing pages of this high-end (and highly read) publication
- Pitching stories and sourcing interviews
- Delivering wellbeing content with the highest integrity, editorially authoritative and responsible
- Conceptualising, coordinating and hosting the Viva Sessions
Founder/Managing Director
The Centre
06.2014 - 06.2016
- The establishment of this wellbeing and yoga studio was the fulfilment of a dream to provide people with an authentic space in which they could find the tools for life transformation
- As the sole owner my duties were wide and varied and included: PR, marketing and social media
- Hiring and managing of staff as well as developing relationships with key figures in the health and wellbeing industry
- Conceptualisation and execution of workshops and talks aimed at filling needs identified within my client base, while at the same time providing opportunities for high mark-up revenue that the regular timetable was unable to deliver
- The establishment of myself as a voice of authority and integrity in the wellbeing arena
Marketing and Communications Consultant
Little Bird and the Unbakery
01.2011 - 06.2016
- Working with pioneering raw food company Little Bird on their key messages and USP in an increasingly competitive market as they set up two cafes
- Developing relationships for founder Megan May with key media and the positioning of her in their eyes as a leading chef (as opposed to a whole foods café owner)
- Pitching feature stories to media
- The development of an App
- Advising their social media manager on strategy and communications
Fashion Editor
Metro magazine
06.2010 - 12.2014
- Conceptualising and crafting the fashion pages for this iconic magazine
- Contributing feature editorial on occasion
- Working closely with editorial staff on the direction of the magazine, 'Best Of' lists etc
Sales and Marketing Manager
Kate Sylvester
08.2001 - 12.2008
- Researching and development of new markets (both wholesale markets, such as the US and Asia, and also through the initiation and development of the diffusion Sylvester line)
- Responsible for all wholesale sales and the meeting of sales targets in the NZ, Australian and international markets
- Overseeing all aspects of the collections, pricing, forecasting sales and ordering of fabrics
- Overseeing all aspects of the retail stores; ordering, setting budgets, hiring and managing all retail teams and the achievement of their budgets
- Developing relationships with key media and positioning of Kate Sylvester as an elite brand
- Working to (and planning) a schedule of events around the four collections each year, sales and marketing paraphernalia attached to each, and PR and events around timeline activities such as seasonal in-store launches, retailer events, fashion weeks, sponsor commitments etc
- Pitching feature stories and ensuring regular editorial across premium publications
- Writing press releases, biographical detail, sponsorship proposals, website copy - developing a strong brand identity
- Working with the in-house design on marketing materials such as catalogues, window displays, postcards for POS etc
- Developing e-commerce
- Organising high profile events such as seasonal launches and fashion week events
- Building ongoing partnerships with sponsors - both in-kind support for relationships used throughout the seasonal year and large cash sponsorships for Fashion Week events
- Working with sponsors to ensure their needs were met, helping them leverage their association in a way that was on-brand for us while achieving excellent ROI
Brand Manager
RunwayReporter.com
01.2006 - 11.2006
- Working closely with Stacy Gregg on the launch of this unique start-up
- Selling the concept to key advertisers and ad agencies
- Securing partnerships, sponsors and advertising
- Organising all aspects of the launch party from venue selection, working with partners and media to ensuring a high profile guest list
Senior Editor
MelbourneTribe.com
01.2000 - 07.2001
- I ran the Melbourne editorial office of this start-up from launch to closure, managing a team of six editorial staff providing Melbourne-centric content, as well as contributing fashion and lifestyle content to the rest of the Australia-wide sites
Education
Post Graduate Diploma - Museum Studies & Art Curating
University of Melbourne
Vic, Aus12.1998
Bachelor of Arts - English & Art History
University of Auckland
Auckland12.1997
Skills
- Creating Comprehensive Brand Strategies
- Cross-Cultural Communication Initiatives
- Agency Relationship Management
- Collaborative Teamwork
- Developing Creative Briefs
- Managing Production Shoots
- Marketing Campaigns
- Strategic Media Communication
- Demonstrated Journalism Expertise
- Influencer Relationship Management
- Effective Stakeholder Engagement
- Confident Public Speaking Skills
Distinctions And Public Engagements
- TedX speaker (2014)
- Keynote speaker at various events
- Co-host, Fashion Front Row on 3news.co.nz (2011-2014)
Timeline
Co-founder and partnerships director
Ensemble magazine
08.2020 - Current
Contract Project Manager; Commercial Partnerships
Viva
01.2018 - 05.2018
Head of Marketing and Communications
Lonely Lingerie
08.2017 - 12.2017
Communications/Consumer Engagement Manager
Estee Lauder Companies
07.2016 - 01.2020
Wellbeing Editor
Viva magazine (NZ Herald)
12.2014 - 08.2016
Founder/Managing Director
The Centre
06.2014 - 06.2016
Marketing and Communications Consultant
Little Bird and the Unbakery
01.2011 - 06.2016
Fashion Editor
Metro magazine
06.2010 - 12.2014
Brand Manager
RunwayReporter.com
01.2006 - 11.2006
Sales and Marketing Manager
Kate Sylvester
08.2001 - 12.2008
Senior Editor
MelbourneTribe.com
01.2000 - 07.2001
Post Graduate Diploma - Museum Studies & Art Curating
University of Melbourne
Bachelor of Arts - English & Art History
University of Auckland
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