Vickie Ayton-Dwan

I have 30 years' experience in Marketing, Strategy and Transformation. My experience spans multiple industries; Banking & Financial services (ASB Bank Limited, Kiwibank, Abbey National, WooHoo), Logistics (NZ Post Group), Consumer Retail (KiwiBank, Post Shop), Infrastructure & Property (Genesis Energy, Trillium, EC Harris). I also have extensive experience across all market segments - from Corporate & Government, Commercial, Small Medium Enterprise to Consumer. I've led Customer Insight and Discovery programmes and designed major new product & service offerings (NZPost's YouShop & Online Trader Loyalty Programme), led in-house Transformation (NZPost and KiwiBank), developed and managed Go To Market Strategy for digital (Woohoo, EnergyScanner), managed Customer-Led re-orientation of products and propositions (NZPost, Genesis Energy, Abbey National)

• Market Entry (UK) - Woohoo Tax, Woohoo NZ wanted to establish itself in the crowded UK market. I was engaged to develop UK Brand and Go to Market Strategy. Created UK analysis model; conducted extensive market research; identified and built affiliate partnerships; set budget and developed forecasting model; and developed strategies for brand and market entry, digital marketing and social media. Succeeded improving leads conversion from 0.043% to 6%, with an investment plan to increase to industry-standard 11% within 6 months
• Design and Delivery of YouShop - New Zealand Post Group, New Zealand Postal Group sought to dominate inbound parcel growth from online shopping across multiple markets, including the USA, Asia and UK. Led concept development, design, and delivery of new service. Conducted market analysis; scoped consumer & SOHO requirements; modernised sending/receiving experience through the establishment of digitally enabled services; and developed pipeline of digital to physical propositions. Identified and established Partnerships. Succeeded in delivering YouShop service & Partnership with Singapore Post, achieving approx. NZD 300m in new revenues.
• Design of New Loyalty Programme (for Online Segment)- New Zealand Post Group, New Zealand Postal Group were suffering from increased competition and struggled to retain certain high usage groups such as online traders. Developed Trader Segment & Loyalty Programme in partnership with key trader platforms (including TradeMe) to encourage customer retention. Identified customer needs and shortfalls of existing services; developed reward point loyalty programme; implemented additional value-added services such as address labels. Succeeded in retaining NZD 220m for postal services from trader clients.
• Product Simplification - New Zealand Post and Courier Post, New Zealand Postal Group's postal services were too complex, resulting in a lack of staff understanding and conflicting information given to customers. Led simplification of postal services. Analysed existing services; identified needs and paint point; secured CEO buy-in to changes; reduced number of ways to post domestically from 147 to 7; and conducted regional testing. Succeeded in rolling out dramatically simplified service nationwide, promoting better staff understanding, reducing the risk of conflicting advice to consumers and significantly reducing costs.
• Retail Transformation - KiwiBank - Post Shop, KiwiBank needed to strengthen its brand within the Post Office retail network. Seconded as Senior Transformation Consultant to transform existing branches. Led strategy development for pilot phase; designed new physical store format; rolled out new store design for testing; launched new transactional banking service; upgraded technology to improve processes for retailers and franchisees; and launched new services across entire retail network. Succeeded in reducing operating costs in stores by 70%, reducing queues and improving brand perception.