Tanya Garma

Experience

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  Isobar Australia

  Jan 2004 - Feb 2007

  Strategist

  Working on such brands as diverse as the Australian Defence Force, to cosmetics retailer, Mecca Cosmetica, and not-for-profit charity, CARE Australia, my role was to manage their digital advertising initiatives from concept to production.This included:CRM strategy development; blueprint and proposal of acquiring and retaining customers online. Through various eDM, promotional, viral and reward initiatives, database membership tripled in less than 6 months.Brand viral campaign: complete project management of an innovative viral campaign, reaching an audience over 10 times the forecasted amount. Provided a clear correlation with heightened brand awareness and sales increase.Management of website development, from planning and UX, to design, build and launch. Show less

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  T&P𝑚

  Feb 2007 - Jan 2008

  Ideas Manager

  Working in London, UK, my role was to manage communication campaigns for Britain's eminent media publisher, the Telegraph Media Group, as well as the travel website, ebookers.com. The role included:Management of an integrated brand relaunch campaign from the strategic planning phase, to briefing creatives, concept development and presentation, production and implementation. The campaign significantly raised awareness and consideration levels.eCRM strategy planning and development (utilising elements of best-practice email marketing), whereby over a 3-month period, the customer e-newsletter garnered a 40% open rate (20% higher than previous client-generated emails).Development of an online subscription service.Management of a luxury CRM rewards program, including brochure development, eDM, and data management. Show less

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  303 MullenLowe

  Feb 2008 - Jul 2008

  Senior Communications Planner

  This was a freelance project management role, managing a multiple award-winning, fully integrated national advertising campaign to fight climate change - driven by New Zealand's largest energy provider, Genesis Energy. I managed the entirety of the project from start to finish, including the following: - Strategic planning phase (research, insights, creative proposition). - Development of the creative concept. - Website design and development. - TV commercial production. - Print advertising. - Online advertising. - Direct marketing including DM, eDM, e-newsletters. Show less

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  H&T

  Aug 2008 - Feb 2010

  Senior Strategic Planner

  My primary role was to develop communications strategy for key brand campaigns - including those for companies such as Pfizer, Johnson & Johnson, Glaxo Smith-Kline, and Colgate-Palmolive.My work entailed:Development of strategy for key brand campaigns – briefing research teams, insight-mining,crafting the proposition, writing the brief, and working closely with creatives to develop concepts.Helping to develop marketing strategy for key clients, including the preparation and facilitation of brand workshops, creation and presentation of the brand pack (purpose, values and core essence), and input into strategic marketing plans.New business pitching, including field research, insight-mining, and pitch presentation. Show less

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  Clemenger BBDO

  Mar 2010 - Feb 2012

  Digital Communications Director

  My role was to lead a team of three people, being wholly responsible for the direction and strategy of all key digital and social projects and marketing campaigns for the National Australia Bank (one of Australia's top four largest banks).This included the award-winning ‘Break Up’ campaign for the National Australia Bank (which resulted in an acquisition of over 225,000 new customers and was the Number 1 Most Tweeted Topic in Australia), as well as the following:- Development and implementation of a Facebook competition application.- The design, development and ongoing content management of a blog.- Concept and production of online video and rich media content.- Development of an online customer retargeting system.- Website design and development.- Development of social media and online content strategy and activity plans for all campaigns.- Social listening and monitoring of all major campaigns, including detailed campaign analysis.- Recommendations for optimization during the campaign (and moving forward).Part of my role was to educate and promote continuing social media and digital advances, news, and initiatives to the wider team. Show less

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  Isobar

  Dec 2012 - Apr 2015

  Strategy Director

  Isobar is a digital innovation and creative agency part of the global Dentsu Creative network. Worked with: Goldwell, HUAWEI, Yellow, Australian Government Department of Communications, Melbourne Cricket Ground, KMS California, National Sports Museum, The Smith Family. Responsibilities:- Digital business and marketing strategy development to drive and increase revenue from digital services and products. - End-to-end digital customer experience strategy development enhancing the total user journey for all customer groups. - Advising clients on organisational culture and structure. - Designing and executing user and stakeholder research projects. - Creation of user personas and user journey maps that underpin product development, communications, and user experiences.- Design and facilitate various design thinking-based workshops.- Direction and development of brand communications strategies for a number of leading brands. - Strategic digital marketing communications consulting and recommendations to meet client objectives.- Web, mobile and responsive site strategy and planning.- Facilitation of workshops (objective setting, creative brainstorming, wire-smash).- Undertaking qualitative research including surveys, interviews and user testing.- Campaign strategy development including collaboration with creative, pitching and presenting.- UX planning; namely research and wireframe co-creation.Achievements:- Fostered excellent relationships with clients, consistently topping Net Promoter Score targets.- Defining of the strategic digital direction for the Australian Government Department of Communications, resulting in a new digital communication guidelines and strategy.- Creation of a comprehensive product and experience strategy for the Melbourne Cricket Ground, resulting in a new web and mobile app, two social channels, and two major campaigns.- Development of a digital marketing growth strategy for Yellow resulting in a 20% engagement increase. Show less

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  McCann Worldgroup

  Jun 2015 - Jan 2017

  Strategy Director

  McCann Worldgroup is a global leader in the business of creativity helping marketers grow their brands and businesses across 100+ countries. Worked with: Miele, Maybelline New York, L’Oréal Paris. Responsibilities: - Led a team of planners to develop global marketing and communication strategies for some of the world’s biggest brands. - Drive customer research and mine insights and data to inform all aspects of marketing: brand, pricing, packaging, communication.- Developed insights-informed strategies for clients: brand strategy, marketing strategy, campaign strategy, and digital and social media strategy.Achievements: - Shaping the agency’s strategic planning department by utilizing key learnings, principles and best practices from my experience. - Leading, developing and presenting a successful global brand strategy for Miele. Show less

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  19:13

  Feb 2017 - now

  Strategy Director

  19:13 GmbH is a boutique creative agency specialising in branding, digital strategy, and content / social media marketing. It's lab, wagit GmbH, is a product development hub focusing on digital and media innovation. Worked with: Daimler, Mercedes-Benz, ArianeGroup, Nivea, Douglas, Hugo Boss, Occlutech.Responsibilities:- Work closely with C-level partners to develop digital business, product and brand/marketing strategies.- Design and lead user and industry research to inform product and marketing stategic development.- Develop customer personas, customer journey maps, and customer value propositions. - Prototyping and user testing for digital products. - Design go-to-market strategies and data-driven campaigns for launches and content marketing.- Data-driven marketing / digital marketing strategy development.- Design and facilitation of collaborative workshops with stakeholders.- Brand strategy development, establishing style, TOV, values and brand essence.- Develop transformation strategy and change programs within organisations.- Digital growth marketing and communications strategy development.- Lead and oversee marketing campaigns and programs across multiple channels.- Establish CRM across organic channels (email newsletter, social media, sales). - Develop content marketing strategy and direct the creation of original content for brands.- SEO and paid campaign ad management.- Content ideation, creation and editing including: articles, speech-writing, presentations, videos.- Internal education on global best practice campaigns, tools, and methodologies.Achievements:- Corporate brand and digital marketing communications program for Daimler's digital arm, helping drive its digital transformation: 30% increase in applications.- Research-led employer branding strategy and platform for Occlutech: 20% uptick in candidates.- Growth and content strategy for the ArianeGroup LinkedIn community: 300% audience growth. Show less

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  GrowGetters

  Nov 2019 - now

  Co-Founder

  GrowGetters is a media and consulting business focused on helping women future-proof and grow their careers through innovation and digital skills. Worked with: Media Lab Bayern, Campus Founders, Wollongong University, Australian Government.Responsibilities:- Building a startup from the ground up from ideation, to MVP, launch and growth.- Research, write, record weekly podcast and e-newsletter. - Created and executed a global paid community membership.- Consulting 30+ organisations on digital marketing, innovation & growth strategies. - Social media strategy and content creation.- User research and testing. - Prototyping and iteration, MVP. - Go-to-market strategy and implementation.- Organic growth marketing: SEO, email marketing, social media.- Experiment and (AB) test marketing, and business/monetisation models.Achievements:- GrowGetters podcast ranked in top 20 for careers in 20+ countries. - 150+ episodes, 30K+ downloads – all via organic growth (no paid advertising).- Launched GrowGetters Club - paid club membership and community.- Incubated by Media Lab Bayern – Germany’s media innovation fund.- Finalist XATHON – Europe’s largest competition for female founders. Show less