Willow Lovell
Auckland,AUK
Summary
Dynamic communications leader with a proven track record at Kāinga Ora, excelling in strategic communication and crisis management. Spearheaded the launch of a digital-first internal communications strategy, achieving an 81% open rate. Adept at analytical reporting and stakeholder engagement, driving impactful change across diverse teams and initiatives.
Overview
22
22
years of professional experience
Work History
Lead (Head of Internal Communications) – Internal Communications, Knowledge and Technical Writing
Kāinga Ora – Homes and Communities
08.2019 - Current
- Trusted advisor to the CEO and Executive Leadership team
- Provide strategic and organisation wide communications guidance and advice to the CEO and the Executive Leadership team regarding Kāinga Ora people, culture, capability, change and system transformation programmes
- Deliver all CEO and Board Chair communications within the organisation
- Provide detailed reporting, analytics and insights on the performance of organisational communications and knowledge systems, platforms and channels to the General Manager - PGC
- Leading a team of 36, deliver high quality, change, transformation, governance, communications to 3600 staff across Aotearoa and ensure our knowledge, information systems and technical writing guidance and practices are well managed, consistent and compliant
- Working with the CEO, Executive leadership team, Safety Support and Wellbeing group and National Response group, delivered timely crisis and recovery communications to our staff, suppliers and partners
- Kāinga Ora Women’s Network member, speaker and career development mentor for women at Kāinga Ora
- Developed an overarching communications strategy for Kāinga Ora in 2020 to communicate the organisations vision, values, brand narrative and strategy
- Delivered a Kāinga Ora national strategic approach to internal communications that ensures consistency of processes and practices across all regions and business groups
- Reshaped the internal communications function at Kāinga Ora, aligned to the organisations mandate, digital first strategy and need to support 10 business groups
- Working with the CEO and Executive Team, led and developed the communications programmes for the forming of Kāinga Ora in 2019, Shaping Kāinga Ora restructure in 2020, Housing Delivery System (HDS) transformation in 2024 and currently lead communications for Transforming Kāinga Ora, an organisation wide redesign
- Launched a new intranet site and four online communications with an average open rate of 80 per cent
- Instigated a digital first strategy and moved all organisational communications online to enable Kāinga Ora to track and gain engagement insights
- Reshaped CEO communications to align to the CEO’s strategic goals, personal communication style and tone. This saw open rates increase from 52 per cent to 81 per cent
Deputy Chair – People and Organisation Pae Tātaki (Kāinga Ora People and Culture Governance Committee)
Kāinga Ora
02.2022 - 11.2024
- Company Overview: Leader in organisational change and transformation at Kāinga Ora. Website: [Kāinga Ora](https://www.kaingaora.govt.nz)
- Working with the Chair (General Manager - People, Governance and Capability) and Chief Executive Officer, (CEO) provided strategic governance guidance and oversight on Kāinga Ora’s culture, values, strategy, workforce capability, risk and transformation programmes of work
- Leader in organisational change and transformation at Kāinga Ora. Website: [Kāinga Ora](https://www.kaingaora.govt.nz)
Senior Communications and Engagement Advisor
Housing New Zealand
08.2017 - 08.2019
- Senior leader communications support
- Led communications for the People and Property Group
- Provided strategic advice to the Chief Operating Officer (COO) this included communications to over 1000 staff, media interview pitching, speech writing and ministerial and partner presentations
- Developed the 2019 People and Property communications plan to engage our staff, tenancy customers, partners and suppliers
- Managed high risk communications/stakeholder plans for the release of the 2018 Housing New Zealand Methamphetamine Contamination Report, Customer Strategy and new Service Delivery Model in 2019
- Implemented the Housing New Zealand video campaign via social media channels and managed video content via Facebook, LinkedIn and the Housing New Zealand website
- Developed and implemented a new content management process for all Housing New Zealand digital channels (internal and external)
Lead – External Communications and Engagement
Property Council New Zealand
08.2016 - 08.2017
- Developed and led the Property Council New Zealand communications strategy to engage media, members, ministers and key stakeholders
- Developed a targeted media communications strategy for the Construction Industry Council (CIC)
- Increased coverage in target media outlets by 40 per cent
- Fostered ongoing relationships with key property and media outlets and journalists - NZ Herald, Stuff, NBR, TVNZ and Newshub
- Sourced and implemented an online media monitoring portal to allow Property Council to target press releases to key media outlets and developed comprehensive media lists
- Ran media training workshops with Property Council Branch Presidents.
- Coached policy advisors on the development of targeted advocacy campaigns (aligned to Property Council strategic outcomes) to engage with ministers and industry bodies
- Pitched media interviews, opinion pieces, speeches and crafted key messaging for the CEO of Property Council, Auckland Branch President, President of the Residential Development Council and Chair of New Zealand Council of Shopping Centres
- Provided communications guidance and advice for members including Kiwi Property, Housing New Zealand, Argosy Property Limited, Hawkins and McConnell Property
- Provided reporting and strategic communication advice at Board and executive level meetings
- Aligned communications and explored event opportunities with the New Zealand Green Building Council (NZGBC) Construction Industry Council (CIC) Infrastructure New Zealand, Environmental Protection Agency (EPA) and Employers Manufactures Association (EMA)
- Partnered with EMA, EPA and Infrastructure New Zealand on a targeted communications campaign to engage the government on the Resource Management Act (RMA)
- Project managed the launch of www.propertynz.co.nz, to communicate more effectively with members and provide a platform for enhanced digital communications
- Editor of The Advocate magazine (sent to over 600 members)
- Writer and editor of Property Voice (an online publication to 2000 members, property journalists and industry leaders)
Digital Communications Manager
GoAutoMedia Australia
04.2008 - 08.2016
- Managed a team of eight automotive writers to develop content for video, Facebook and partner websites
- Provided insights and analytics reporting for GoAutoMedia websites and social media platforms
- Launched a new paid subscription online model for GoAutoMedia incorporating a new e-commerce platform and paid content model
- Project managed GoAuto website launches, site enhancements and design workshops with external consultants and technical teams (developers, testers, and graphic designers)
- Developed the digital marketing strategy to support GoAuto Premium launch
- Developed and implemented a social media strategy for GoAutoNews and GoAutoPremium
Public Relations Account Manager
The Project Group (Melbourne)
08.2003 - 04.2008
- Corporate accounts: Toyota, BlueScope Steel, Lexus
- Industry accounts: B&D Doors, Canned Food Industry Association (Visy, Amcor, BlueScope Steel), Bondor Australia
- Budget development and management of PR campaigns and activities for Toyota, BlueScope Steel, B&D Doors, Visy and Amcor
- Event manager for Toyota and Canned Food Industry Association (CFIA) in Melbourne, Sydney and Canberra
- Editor of Toyota Today – Toyota’s in-house magazine, sent to 5000 staff, Australia wide
- Press release drafting and pitching to media for Toyota, BlueScope Steel and B&D Doors
- Speech writing for the CEO of B&D Doors and BlueScope Steel for supplier events and conferences
- Led CFIA governance board meetings between industry stakeholders - SPC Ardmona, Heinz, Golden Circle, Campbells and Simplot Australia) and can suppliers (Visy and Amcor)
Education
Certificate of Digital Marketing -
Marketing Association
Auckland, New Zealand01.2015
Bachelor of Communications (BCS) - Public Relations, Communications Management
Auckland University of Technology (AUT)
Auckland, New Zealand01.2002
Skills
- Strategic communication
- Crisis management
- Analytical reporting
- Content development
- Digital communication
- Stakeholder engagement
References
Available on request
Timeline
Deputy Chair – People and Organisation Pae Tātaki (Kāinga Ora People and Culture Governance Committee)
Kāinga Ora
02.2022 - 11.2024
Lead (Head of Internal Communications) – Internal Communications, Knowledge and Technical Writing
Kāinga Ora – Homes and Communities
08.2019 - Current
Senior Communications and Engagement Advisor
Housing New Zealand
08.2017 - 08.2019
Lead – External Communications and Engagement
Property Council New Zealand
08.2016 - 08.2017
Digital Communications Manager
GoAutoMedia Australia
04.2008 - 08.2016
Public Relations Account Manager
The Project Group (Melbourne)
08.2003 - 04.2008
Certificate of Digital Marketing -
Marketing Association
Bachelor of Communications (BCS) - Public Relations, Communications Management
Auckland University of Technology (AUT)
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