Fiona Cubitt

Experience

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  Mercedes-Benz Australia

  Dec 2005 - Apr 2010

  Management of integrated brand and retail campaigns for Mercedes-Benz passenger cars and smart cars to drive sales volume whilst maintaining premium/luxury position. Managing integrated national marketing activities, utilising a diverse range of traditional and digital media channels. Responsibility for ensuring dealer retail marketing activities were in line with national strategies. Responsibility for Mercedes-Benz Financial Services brand strategy to support awareness and consideration. Developing integrated campaigns across digital and traditional marketing channels. Utilising financial services to support Mercedes-Benz Cars, Trucks, Vans and smart brand and dealer network. Increasing new car sales and share of wallet through finance and insurance products. Responsibility for building relationship marketing strategies to increase engagement and loyalty. Conducting campaign and customer data analysis to profile customers, increase engagement, identify up-sell, cross-sell opportunities and reduce attrition.

  • National Planning & Advertising, Mercedes-Benz Cars

    Apr 2009 - Apr 2010

  • Marketing Specialist, Mercedes-Benz Financial

    Nov 2007 - Apr 2009

  • CRM Specialist, Mercedes-Benz Financial

    Dec 2005 - Nov 2007
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  Ansell

  Apr 2010 - Dec 2011

  Responsibility for long and short term ANZ marketing strategy to achieve increased brand preference, market share, retention and share of wallet for medical business. Continual analysis and ongoing refinement of marketing activities. Implementation of Marketing Automation system using Marketo and Salesforce.com. Responsible for marketing strategy and implementation of cost effective and innovative digital and traditional marketing strategies, utilising a range of media channels. Overall responsibility for customer intimacy, brand strategy, product management, promotion and price positioning for Australia and New Zealand. Show less

  • Marketing Manager - Australia & NZ (Medical Division)

    Oct 2010 - Dec 2011

  • Brand/Product Manager - Australia & NZ (Medical Division)

    Apr 2010 - Oct 2010
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  IHG Hotels & Resorts

  Dec 2011 - Aug 2016

  Accountable for the performance of non-contracted room, restaurant and bar revenue for IHG’s SB&G hotel & resort portfolio. Leading the marketing team and responsible for the marketing P&L. Gained additional responsibility for sales and revenue as commercial lead for InterContinental Melbourne the Rialto from May 2016. Leading a team accountable for CX, digital and social media strategy, customer relationship management, lead generation, performance marketing, content marketing, search and conversion optimisation, web development, channel strategy, PR, affiliates, marketing and brand communications. Show less Leading the marketing team for IHG’s Victorian hotels. Accountable for marketing, CRM and digital strategy to enhance customer experience, improve retention, increase guest advocacy, encourage user generated content and create brand preference. Highlights include: Initiation, development and execution of a successful digital strategy for Victorian IHG hotels and a new marketing team structure to support. Included SEO, SEM, PPC, Google Adwords, Display, Retargeting, email marketing, affiliate marketing, social, content development to support an inbound marketing strategy. Coached and motivated the marketing team to enhance skills and performance. New strategy effectively positioned the hotels as market leaders within digital channels. Introduced new guest touch points within the hotel guest journey to aid customer advocacy and encourage WOM throughout guest social networks. Show less

  • Director of Marketing

    Nov 2014 - Aug 2016

  • Area Marketing Manager

    Dec 2011 - Oct 2014
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  ANZ

  Aug 2016 - Jul 2017

  Senior Digital & Data Driven Marketing Manager

  Joined ANZ to lead the digital and data-driven marketing team for the business and Private Bank segments. Working with agency stakeholders to execute digital performance marketing programs and data-driven marketing activity. Leading Analytics and Insights teams to identify triggers and propensity models to support new to bank acquisition, cross-sell, up-sell, usage, engagement and loyalty. After 3 months with ANZ, I was approached to join a small, cross-functional team adopting a Human-Centered-Design approach to create a 3-year vision and strategy for business owners segment. Show less

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  Kindred Agency Limited

  Jul 2017 - now

  Founder & CEO

  Change can be intimidating, but at Kindred, we specialise in helping brands embrace and capitalise on it.In the rapidly evolving digital landscape, thriving brands must prioritise a human-centric approach.As a fully integrated creative and media agency, Kindred empowers brands to navigate and leverage changes in culture, behaviour, technology, data, and business, ultimately gaining a competitive edge.We are more than just tech enthusiasts; we are expert strategists and digital storytellers. Our expertise lies in crafting captivating brand narratives that thrive within a fiercely competitive digital market.Our services extend globally, assisting well known global brands in expanding their presence across Asia and beyond, including Greater China, Japan, and Australasia.Here's how we can support you:Marketing Strategy & ImplementationBrand Strategy and DevelopmentContent Strategy and Production (including video)Organic Social MediaPaid Search, SEO, Paid Social, Programmatic, and Display / PPCPaid Social AdvertisingAsia Market Entry + Localisation (including China, Japan, and Australasia)Human-Centered DesignCustomer Experience DesignBusiness Mix (Channel) OptimisationAt Kindred, we embrace change and help brands thrive in today's dynamic digital landscape. Let us guide you towards success and empower your brand to reach new heights. Show less