Mark Blaisdell

Experience

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  Em Dash

  Jan 2000 - Feb 2002

  Art Director

  Key Clients: W Hotels (Starwood) | Gap | Pottery Barn | Apple | Banana Republic | SonyKey Achievements:Key team member responsible for the launch of the W Hotel brand for Starwood Hotels Group; developed brand strategy, branding, brand positioning and marketing strategy to compete in boutique market. Success of the branding and marketing led to an ongoing 4 year relationship and 12 new properties internationally. With over 80 hotel properties today, the branding and brand strategy continues to be implemented in new properties globally. Show less

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  Independent Contractor

  Mar 2002 - Jan 2005

  Art Director/Designer

  Key Clients: Ritz Carlton | Apple | Steelcase Furniture | Bank of America | Sony

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  Kiehl's Since 1851

  Mar 2004 - Jan 2005

  Art Director

  Art direction and design for international personal care brand covering all aspects of Kiehl’s retail and operational presence. Brand development included store signage, photography art direction, POS, VM, packaging, marketing collateral and online marketing campaigns.Key Achievements:During a time of growing international presence for the brand, developed and implemented new store opening and brand strategies that honoured the heritage of the business while delivering sales and marketing objectives. Using these strategies and initiatives, Kiehl’s expanded international retail operations with 15 new stores opening in 1 year across the USA, Asia and Europe. Show less

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  Laird + Partners

  Feb 2005 - Feb 2007

  Art Director

  Key Client: GapResponsibilities included marketing strategies, art direction of domestic and international advertising campaigns and global brand guardianship. Key Achievements:The Gap campaigns and marketing offered a change in brand presence; the success of this strategy sees key concepts from these campaigns utilised today.

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  FutureBrand

  Mar 2007 - Jun 2007

  Contract Art Director

  Key Client: Crown HotelsBrand and marketing strategy, concept development, branding, marketing collateral and packaging for new Crown hotel property in Macau.

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  Chorus Studio

  Jul 2007 - Aug 2008

  Lead Designer

  Key Clients: Work Safe | The Asthma Foundation | TAC | Vic Super | Ozito toolsDelivered brand strategy, comprehensive brand guidelines, investor communications, digital media, packaging, marketing communications and environmental graphics.Key Achievements:A major brand overhaul and comprehensive brand guidelines for Work Safe

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  Thatworks agency

  Sept 2008 - Oct 2009

  Contract Art Director

  Key Clients: Telstra | City of Melbourne | Vic Roads Delivered brand strategy, brand identity programs, comprehensive brand guidelines, marketing communications, digital media, environmental graphics and corporate communications.

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  Precinct

  Oct 2009 - Feb 2012

  Design Director

  Key Clients: Caltex | Suncorp | Orica | Mirvac | Dulux Group | Pacific Brands | Transurban | Plenary Group | Australian UnityManaged Melbourne office creative team. Delivered marketing and brand strategy, branding, creative, integrated marketing communications and investor communications for key clients. Recruited and managed print and digital creative team. Provided branding and marketing communications leading to ongoing client relationships. Key Achievements:• Developed new brand positioning, marketing strategy and communications for Orica’s graduate program; delivered increase in applications and secured Orica as ongoing client.• Repositioned Transurban to reflect the brand as innovative and international; developed brand strategy, brand guidelines, and marketing communications. Show less

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  Independent Contractor

  Feb 2012 - Nov 2012

  Brand and Creative Consultation
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  Cotton On Group

  Dec 2012 - Oct 2015

  Global Head of Marketing Creative

  Initially engaged into a heavily creative focused role, identified improvements and evolved into a brand management leader. Provided global brand governance across 5 retail brands and Cotton On Foundation. Delivered marketing creative, brand strategy and corporate communications. Developed team of creative marketing professionals and established marketing creative studio as integral business partner. Built strategy and new creative direction for marketing campaigns, branding, store experience, e-commerce, social media, PR, digital marketing, employee communications, and press events.Key Projects: Quarterly Marketing Campaigns | Brand Strategy & Guidelines | Global Brand GovernanceKey Achievements:• Developed brand strategy for retail brands; Cotton On Kids, Cotton On Body, Typo and Cotton On Foundation. Resolved brand architecture confusion and ensured framework supported rapid growth of business. Created and maintained comprehensive brand and marketing guidelines. • Implemented new structure to support rapid growth; growth period of 25% with over 250 new store openings in 2.5 years. Moved away from centralised marketing creative studio and established creative teams within each brand. Recruited, trained and mentored new talent. Nominated as Mentor in Cotton On Group Uni. Show less

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  Officeworks

  Nov 2015 - Sept 2017

  National Senior Marketing Brand Manager

  Delivered enterprise brand strategy; accountable for annual plan and budget, reputation management, brand health tracking, customer journey insights, and integrated marketing campaigns. Provided strategy for new product positioning, brand development, channel integration, internal and external brand communications, and digital media. Recruited and developed a team of brand professionals, managed agency relationships, and collaborated with leadership team to delivery on business objectives.Key Projects: New Product Brand & Marketing Strategy | Sustainability Communications Strategy | Team Development ProgramsKey Achievements: • Delivered sustainability communications strategy; communicated across multiple channels. Informed customers of environmental credentials and increased ink and toner cartridge recycling, which achieved nearly 1M cartridges collected for recycling in 2017.• Partnered with CX team to map customer journeys, identify opportunities, and deliver an integrated channel experience for customers.• Accountable for new product and brand growth strategy for portfolio of 7 private label brands.• Led master brand update and delivered comprehensive brand guidelines. • Accountable for new store experience strategy and rollout; delivered customer insights, business case, and collaborated with multiple business functions to deliver project to deadline and budget. • Increased category sales unit growth by 21%. • Delivered P&L outcomes including cost savings through vendor contract negotiations and process improvements, supporting business objective of reducing cost of doing business. • Implemented consistent product category naming across all channels; enhanced SEO and achieved improved search results. Show less

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  Independent Contractor

  Oct 2017 - Jun 2018

  Brand, CX and Creative Consultant
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  Scentre Group (Owner and Operator of Westfield in Aus and NZ)

  Jul 2018 - Mar 2020

  Senior Brand Experience Manager

  Accountable for brand experience strategy, team development, customer journey workshops and insights, retailer relationship management, segment analysis and insights, reputation management, NPS insights, new campaign performance framework, updated social media strategy, multi-channel campaigns, and P&L/budget.Key Achievements:• Identified opportunity and updated Westfield centre strategy and positioning; delivered customer and market insights, updated social and digital strategy, and achieved increase in customer engagement.• Identified opportunity and implemented peak period customer journey co-design workshops; mapped end-to-end journeys based on customer profiles and identified opportunities.• Delivered Westfield partner marketing strategy for the Virgin Australia Melbourne Fashion Festival; accountable for content strategy and communications with year-on-year increase in engagement.• Accountable for Westfield iQ member acquisition drives; achieved nearly 100% increase in membership. Show less

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  Independent Contractor

  Apr 2020 - Oct 2020

  Brand, Marketing and CX Consultant

  Key Client: NABDeveloped employer brand, marketing, and talent acquisition strategy for NAB

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  Australia Post

  Nov 2020 - Aug 2022

  Responsible for delivering customer and consumer research, customer journey maps and insights, co-design workshops, service blueprints, and stakeholder management. Responsible for delivering the FY22 brand strategy, sustainability communications strategy, enterprise brand architecture, brand health and NPS insights, customer segment insights, customer journey insights, CVP development, new product brand and GTM strategy, and new product positioning across financial services, rewards and technology.

  • Senior Customer Experience Designer

    Jul 2021 - Aug 2022

  • Segment Development Manager - Brand

    Nov 2020 - Jun 2021
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  Department of Transport and Planning

  Sept 2022 - now

  Senior Brand and Creative Advisor