Gizmo: a more detailed look at my role

At Gizmo I worked as a direct report to the Director of Marketing as part of a small team which has grown the business from a customer base of 2000, to over 10,000 in just 2 years. Gizmo’s rapid growth and relatively small marketing team meant that I have had to develop and use a wide range of marketing skills to “fill the pipes” for this rapidly growing business. 

• Maintenance and development of the Gizmo website (www.gizmo.com.au) including:
• Search engine optimisation in a highly competitive SERP environment. 
• Design, implementation and management of an extensive Google Adwords campaign to improve the online visibility of www.gizmo.com.au to potential customers. 
• Creation of targeted landing pages to facilitate organic search growth and improve Adwords quality scores.
• Creation of unique content to facilitate the organic growth of website traffic through search engines and the use of ‘sticky’ content.

Planning, development and deployment of marketing collateral in support of national BTL campaigns and retail rollouts to partners (including Dell, JB HiFi, Harvey Norman, Telstra Bigpond, Optus and others) including:

• Producing briefs for and managing creative agencies to ensure that deliverables were provided on time, on budget and to a high standard.
• Ensuring that all retail premises and interstate offices were well stocked with marketing materials.
• Obtaining quotes and preparing artwork files for print.

Creating marketing collateral to support marketing initiatives including:

• Planning, designing and producing (Photoshop, Illustrator, InDesign) artwork and arranging printing and national distribution.
• Creation of all forms and customer facing materials used by field technicians Australia-wide.

Development and improvement of business-wide processes including:

• Developing and implementing systems and processes for call centre staff and field technicians to support marketing initiatives and allow for the sale of new products, services and promotional bundles.
• Developing new service offerings and managing the business changes required to accommodate these new services, including briefing staff, improving technology systems and training where required.
• Creating and continually improving the efficiency of internal processes for tracking marketing stock, managing purchase orders and ensuring marketing stock par levels were maintained nation-wide.

Management of Gizmo’s product and service set to ensure attractive consumer offerings at commercially profitable rates including:

• Chairing meetings for a business-wide team responsible for reviewing service pricing and inclusions and implementing changes. 
• Coordinating implementation of changes required and ensuring a smooth transition for customers, internal departments and external partners. 
• Reporting regularly on service activity levels and suggesting new products, services and offerings at weekly product meetings.

Creation of regular DM and EDM materials to facilitate improved WOM, repeat business and new service adoption by customer and lead base including:

• Creating all content for and editing a monthly informative newsletter (www.gizmo.com.au/infocentre/newsletter.html) sent to 14,000 people. 
• Writing and sending single purpose advertorial EDMs sent to targeted segments of the gizmo customer and lead base.

Writing regular technical “How-To” articles and informative pieces to promote the Gizmo brand including: 

• Writing Q&A style pieces for MX (weekly) and the Herald Sun.
• Authoring longer articles for magazines and online sources including RACQ “Roads Ahead”, RACV “Royal Auto, Cosmopolitan, Counterpoint, NineMSN and Dynamic Small Business Network

Management of gizmo’s Yellow Pages print and online campaigns including:

• Strategically placing advertisements in Metro and Local printed books and online directory to manage a $140K annual spend.
• Refining advertisements to ensure maximum market appeal and lead generation.

Working with Gimzo’s PR agencies to produce engaging, relevant and publishable press releases