Sophie Thomson

Experience

• 

  Peach Advertising

  Jan 2009 - Jan 2009

  Intern
• 

  Momentum Worldwide Australia

  Dec 2009 - Sept 2015

  Client: Reckitt Benckiser Brands: Durex, Air Wick, Vanish, Nurofen For Children, Aerogard, Veet, Clearasil & Optrex. Working collaboratively within an agency village to deliver large-scale national experiential, digital and promotional/sponsorship activations. Most recently I led account service and integrated production of Carols In The Domain and delivered a first-of-its-kind multi-sensory tunnel fragrance experience, both for Air Wick. I assisted with the production of the Durex 2014 Mardi Gras float and provided on-ground support at the Aerogard 'Grampout' on Cockatoo Island. Other work includes in-store sampling, digital and consumer promotions. Show less

  • Account Manager

    Oct 2012 - Sept 2015

  • Senior Account Executive

    Apr 2011 - Oct 2012

  • Account Executive

    Dec 2009 - Apr 2011
• 

  Woolworths Limited

  Oct 2015 - Oct 2016

  As Assistant Marketing Manager in the Digital Retail team at Woolworths I championed brand and marketing integration into the digital channels. Similarly, across all other business divisions I became the lead digital contact for all internal and external briefs, along with campaign work that required a digital presence. This included managing partnerships, PR and Integration elements across a few key activations. Connecting with the broader business units to ensure seamless and connected customer journeys, I worked with the marketing teams, product teams, category marketing, design and production teams to bring this work to life. In managing this work, I liaised and managed the relationships with all external partners, agencies and suppliers. Key case studies and campaign integration work include the launch of the Samsung Family Hub - completely integrated with the Woolworths App to enable the convenience of shopping from the comfort of your home! Woolworths online shopping integration, event activation and on ground support work with A Current Affair for the Woolworths Hampers Christmas give away! Show less Working collaboratively with Woolworths Supermarkets marketing teams to manage the integration of all Woolworths Supermarket campaigns across the Digital Retail channels. Driving online integration across Woolworths Supermarkets campaigns and working with design, UX and production teams to deliver optimal customer journeys across owned, paid and earned channels. Standout digital activations which have successfully integrated Woolworths Supermarket campaigns include the Kids Marketing collectibles campaign, Disney MovieStars, Woolworths Brand Campaign and Olympics campaigns. Show less

  • Assistant Marketing Manager

    Jul 2016 - Oct 2016

  • Online Digital Campaign Specialist

    Oct 2015 - Jul 2016
• 

  WooliesX

  Oct 2016 - May 2023

  Reporting to the General Manager of the Activation Practice, I operated with two components of my role; leading a team to deliver connected e-commerce and digital initiatives and a second team for career progression, development and marketing excellence. As the Head of Marketing Strategy & Implementation I was responsible for a team of 9 to deliver some of Woolworths biggest initiatives across the business - such as Woolworths Christmas activation, Disney Collectibles and Sustainability to remove single-use plastic bags. We partnered with tech teams to deliver connected experiences across Web & App. As a Chapter Lead within the Activation practice, I led a team of 9 senior marketing managers, developing their capability, career progression and development. I thoroughly enjoyed supporting their capability uplift and their career pathways. My role allowed me to lead the digital marketing strategy across our Woolworths Group ecosystem, whilst still being close to the cross-functional delivery teams to deliver the work. It was toggling between these two ways of operating that I enjoyed the big-picture thinking and being hands-on with creativity, innovation and connecting with the teams daily. As a part of my role, I would manage agency relationships and partner with media, advertising and creative communication teams to support the development of successful marketing strategic directions.I supported multiple WooliesX agile transformations, leading the team through change, developing new ways of working, creating new processes and new team structures. We upskilled our teams and others across the business to uplift their digital and agile foundational knowledge. Show less Reporting to the GM of Digital Experience, I successfully created and led the Digital Experience Integration team. I created and managed a cross-functional team of 10 to deliver integration activations and experiences to support all Woolworths marketing activities across our digital platforms. The team was responsible for reviewing and optimising all work, delivering insights and pivoting if required. The team partnered with Woolworths Group Communications and Media teams to influence all sources directing to Woolworths.com.au, mapping out seamless and connected customer experiences to rich and engaging content, product groups, recipes and hacks. The DX teams supported creating content, understanding consumer trends and insights. Partnering with the digital merchandising team we would drive effective ecommerce growth and transformation as a part of the work we delivered. Show less Set the digital experience integration strategy, deliver against the set roadmap and optimise performance of all activity to ensure best outcomes. Built and developed a high performing team with experience across digital marketing, creative, design, data and analytics, to form a team of specialists that work across all of Woolworths Food Group. We are responsible for creating seamless and connected customer journeys, providing relevant & engaging content, inspiration & product to customers across all touch-points. Key Responsibilities- Strategy development & roadmap implementation for digital touch-points- Digital marketing integration- Integrated marketing campaigns (TTL)- Cross channel content & optimisation- Supporting Brand & Marketing strategyManaging a team to deliver 100+ Campaigns a quarter- Supporting Brand & Seasonal Campaigns- Fresh Food Leadership Platforms- Connected experiences for Kids Programs- Community & Sponsorship Activations- eCommerce & Woolworths Rewards Integration Product Owner of Brand and Marketing Integration, onsite experience- Managing the priorities for the team - Establish & educate teams on Agile practices, principles & transformation in WoolworthsContent - Creating engaging experiences for customers on Woolworths.com.au- Create & Manage the lifecycle of content; Landing pages, Recipes, content platforms, competitions- ‘Always on’ content support to build share of voice KPI- SEO strategy implementation Analytics & Optimisation - Reviewing performance & optimisation- Define & set KPIs to deliver against business objectives- Tracking & Tagging of customer journeys- Dashboard creation & management- Journey Optimisation - CRO Testing Supporting Training & Development - Building training & development plans for team to ensure continued learning & growing in roles - Presenting Digital 101 sessions to broader business as digital advocate Show less

  • Head of Marketing Strategy & Implementation

    Oct 2020 - May 2023

  • Head of Digital Experience Integration

    Mar 2019 - Oct 2020

  • Digital Experience Integration Manager

    Oct 2016 - Feb 2019
• 

  Burgess Thomson

  May 2023 - Aug 2024

  Head of Marketing

  Reporting to the Managing Partner, I am the Head of Marketing at Burgess Thomson. With over 14 years of experience in marketing, digital and in creating engaging and connected experiences for brands and clients.With expertise in leading the marketing strategy development and seeing through to execution, I have delivered and implemented a significant number of marketing initiatives to help support and drive the brand and growth of Burgess Thomson. My commitment to a high-standard and quality of work ensures the success of Burgess Thomson in marketing, digital and partnerships. My exceptional communication skills allow me to build strong relationships with all our partners across the industry to execute our work. From leading SEO and SEM strategy, to driving the social strategy and implementation, I enjoy the balance between strategic planning and hands-on delivery with the team. Leading our decisions with insights and analytics, I am always at the forefront of implementing leading technologies to support and enhance the business and our customer experiences. Show less

• 

  Modibodi

  Aug 2024 - now

  Director of Ecommerce