What does your marketing plan look like?
As we begin 2019, we are exploring how marketers do their planning for the year ahead, and importantly, what that plan actually looks like. We know that there is not one set process or template and that each business will approach and design their plan in slightly different ways. That’s why this month, we are looking at how various marketers undertake the task for both strategic plans and practical activities and what their secret sauce is for making it work for their team.
Regardless of whether you and your team have your plan completed, or if it’s a work in progress, this event will benefit you and give you a unique chance to look behind the curtain at what works for other marketers.
Our speakers will share:
Don’t miss this chance to gain some insights and knowledge for marketing leaders to inspire your marketing approach!
Laura Allman, Head of Marketing, Student Flights (a part of Flight Centre Travel Group)
Laura will take us through her overall approach to marketing planning and what it involved last year. Plus, with a restructure in 2018, how this will impact her approach to strategic planning and practical activities in the year ahead to make it work with her new team.
Dylan Malloch, Director of Marketing and Communications, St Paul's School
Dylan's approach to strategic marketing involves influencing the overall vision of St Paul's School. He will talk us through how he approaches this along with a model for identifying unique revenue niches that allow organisations to differentiate themselves in highly competitive markets.
Nikki Richardson, General Manager Qld, Guzman y Gomez
Nikki will share how collaboration is central to the success of marketing planning for Guzman y Gomez. She will dive into examples where operations and marketing have worked together for great results (and a not so great result). And how local marketing plans are aligned to national strategy, yet adjusted to meet local market conditions.
Elizabeth Gehde, Head of Marketing and Media Relations, Queensland Museum Network
Elizabeth oversees the marketing planning for Queensland Museum Network, a multi-layered approach encompassing annual, regional and exhibition plans designed to pull the team together and have a line of site back to the organisational goals. There's a lot involved in this highly structured approach and Elizabeth will take us behind the scenes to see how it comes together.
Early bird tickets are available until Wednesday 23rd January or until the allocation has run out.
Laura Allman is the Head of Marketing - Student Flights (a part of Flight Centre Travel Group). Laura is degree-qualified (BBus marketing & public relations), ambitious and hardworking individual with 13 years’ plus marketing experience, most recently focused on brand, retail, eCommerce & digital strategy.
She is an experienced marketing leader who can combine the needs of the customer and the goals of the business to achieve an engaging on or offline customer experience. As an engaged and supportive leader, she is driven to develop a positive and respectful team, where individuals feel they can contribute and achieve to a high standard.
She has experience in the travel, retail, banking, sponsorship and services industry working in both agency and client side roles. She possesses a deep understanding of customer behaviour practically applied through the execution of relevant, innovative and strategic consumer-centric campaigns, delivered to retain existing and acquire emerging consumer profiles within a fast-paced retail environment.
A natural partner, she has achieved success for my employers in highly competitive environments by engaging with key internal stakeholders and departments, suppliers, agencies and business partners to co-develop innovative customer solutions.
Dylan Malloch has fourteen years’ marketing and communications experience across the public, private and not-for-profit sectors across the country. He is currently the Director of Marketing and Communications for St Paul’s School where he has transformed the School’s brand and reputation into one of the most innovative schools in the world. Last year St Paul’s was ranked as one of the top 100 most innovative educational institutes in the world by Cambridge University. Prior to this he was a Director at a national public relations firm where he worked in the professional and financial services sectors.
With a retail and QSR career spanning over 25 years Nikki began her career at 14 flipping burgers at Hungry Jacks. It was here, amongst fries and onion rings, that the energy and enthusiasm for retail and hospitality was born. Nikki formally trained and studied as a Secondary Teacher to share her passion with others before being enticed into the world of business management. After working for the global fast food giant, McDonald’s, Nikki turned her focus to Mexican. For the last 2 years she has been responsible for the operations and growth of Guzman y Gomez in Queensland with a clear goal to ‘Fix Fast Food’. During her time with GYG Nikki has lead business growth across the State, growing the restaurant portfolio from 30-40 stores and increasing revenue by 180%.
Outside of work Nikki is a Mother of six. With five daughters, and one very resilient young man, Nikki is a strong advocate for developing young people to be our future leader and prides herself of being a role model for her children and those that she works with.