Marina Cid

 Marketing Strategy  Business Communications  Content Management  Digital Marketing An accomplished marketing communications professional with over 10 years of experience across a broad range of marketing, public relations and CEO support functions, in varied complex high-tech industries. Proven track record in combining creative, intelligence, and strong business acumen to deliver a strong ROI. Excellent content development and business writing experience. Well-developed project management and leadership qualities to envision the strategy and execute with precision, including – brand, market activation, business development, social media and content strategies to position companies for growth. Areas of expertise include: Strategic business planning Project management Marketing Communications Budget/Sales Forecasting Digital/Social marketing Public relations Corporate Communications Content development Digital Content & blogging Campaign Management Building teams Market Research/Competitive Intelligence Education: Bachelor of Business (International Business) Queensland University of Technology, Brisbane Australia. Professional Experience THE SECRET WEAPON | Brisbane, Australia & Remote |2017 – Present Marketing Director & Co-Founder Freelance marketing and business improvement consulting services. Strategic advice, social media, PR & Journalism, content creation. Generated $10M in conference sales utilising $400k Facebook and digital budget Developed social strategy to sell 5 out of 14 $1.2M apartments directly via Instagram and remainder from digital strategy Achieved unprecedented coverage for client generating over $1 million in PR coverage and 500 new followers from $40k PR spend over 2 weeks CARBON ENERGY | Brisbane - Remote| 2011 – December 2018 Chief of Staff & Corporate Communications Manager A broad ranging, pivotal senior management role responsible for driving business strategy & synergizing all communications including, branding marketing, public relations, investor relations & government relations. Crafted and implemented communications strategy to reverse a negative government decision and turn a government department into an advocate for the company. Orchestrated and presented company shareholder roadshows and investor relation days as spokesperson for the company Fostered over 5000 shareholders managing all communications, being company spokesperson and raising over $50 million in shareholder funding, despite adverse market conditions MERLO COFFEE | Brisbane | 2009 - 2011 Strategic Marketing Director A creative, strategic and hands-on roll to capitalize on Merlo’s adoring fan base and develop them into a Tribe. Big brand activation. Responsible for Merlo’s marketing mix including social media, digital, loyalty, packaging. PR, events. Herded Merlo’s adoring fans online and devised an engaging loyalty program to grow online coffee sale by 20% in 3 months. Founded social media channels and grew Facebook to 4000 followers and Instagram to 3000 Drove Brand revival attracting new channels and customer loyalty and helped to grow burgeoning business to new level. Revenue growth from $85 million to over $100 million over two financial years. TABCORP - KENO | Brisbane - Remote| 2006 - 2009 National Marketing Manager General management of marketing and sales promotion to deliver a high-impact, record breaking marketing strategy. Increasing business turnover from $800 million to over $1 billion. Masterminded brand revival of Keno to reverse a 6 year decline in customer numbers and drive 18% yoy growth against an industry downturn – included product marketing and reinvention of product and platform. Formulated customer segmentation initiative, including personal and customer journey to and transform go-to-market strategy and pinpoint growth opportunities. Overhauled marketing strategy through multi-media – mainstream, digital, non-traditional, channel marketing – to attract 100,000 new customers and major channel of 250 outlets.. TELSTRA | Brisbane | 2003 - 2006 Consumer Segment – National Marketing Manager Driver of national marketing strategy, dedicated to growing Telstra’s key segments - Youth & Young Families. Optimised all elements of integrated marketing programs including direct sales channels and all marketing communications from brand, sponsorship and digital. Designed award winning Sales Sprint Marketing Program achieving ROI 33:1 and incremental sales of $7 million (target was ROI 4:1). Successfully managed the launch of Segment’s largest ever marketing campaign (Regional Subscription Service) Overachieved sales targets by $12 million, 30,000 subscribers in first year (8000 over target). MINCOM | Brisbane | 2001 - 2003 Global Marketing Communications Manager Management of marketing & communications across 4 global offices. Including strong Product Marketing focus. Requirement to integrate with global business partners IBM, Accenture and large global consulting corporations. Developed & executed the marketing strategy and launch of Mincom’s e-business products & services, generating 18 global customers and $50 million in implementation &consultancy fees. Influenced and briefed Gartner Analysts and other software analysts and journalists