0493459614
LAURA MILMEISTER
Branding, Campaigns, and Digital
I'm the person CEOs trust to deliver successful marketing programs of work without the jargon.
Specialising in branding, omni-channel campaigns, and the digital environment,
I have over 15 years of experience in management and on the ground.
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My unique art is bridging creative, tech, people, and process, easily engaging teams while always focusing on what the customer actually needs.
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I thrive on adding real value to consumers, collaborating cross-functionally, openness to creativity, and enjoy defining and redefining the whole customer journey.
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Experience is key and I've been lucky enough to run incredible projects within B2C services-driven organisations, winning awards, and challenging the status quo with a smile.
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Here's some of my work.
Digital Business Transformation
I was appointed the digital owner at this retail services business with the aim of moving the company from traditional to online thinking and offering. I identified key strategic areas for business innovation and then managed the program of work.
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This included establishing digital governance and framework, developing the digital strategy, securing budget for a complete online product overhaul, developing online HR policies for staff, and ensuring buy-in and engagement across the business.
Company Re-Brand
After Momentum Energy was acquired, I was part of the core team working on a brand overhaul with our new parent and sister companies.
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Under very tight deadlines we aligned the brands strategically with a new brand architecture and language, and then implemented this across the three brands externally and internally.
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Internally we ran projects that created brand champion advocacy, inspiring 1000+ employees, despite cultural and geographic challenges.
Externally we created a new design language and achieved a complete design overhaul of all customer-facing materials, from letterheads to websites and 500+ customer comms.
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To re-launch and introduce the new brand we ran a large ad campaign across all online and offline media channels.
The project was a complete success, inspiring the business and setting the stage for future collaborations between the three brands.
Digital Owner
As the digital owner at Momentum Energy, I led a team of internal and outsourced stakeholders to re-develop the business's three core sites, including the main website, the acquisition funnel and the customer service portal. In effect we built a new sales channel online and provided a new customer self-service channel.
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I managed the development of the strategy, developed a product roadmap, chose new technology platforms and suppliers, and then began implementation, including: persona development, UX, and build.
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I was also responsible for all digital activity, including: email, social media, mobile, display, search, and SEO.
Integrated Ad Campaigns
I ran integrated advertising campaigns across all marketing channels, including TV, radio, online, print and outdoor. I worked closely with creative and media agencies to plan and launch acquisition and brand campaigns for B2C and B2B markets.
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In 2012, one of the campaigns I ran was awarded the Australian Marketing Institute (AMI) Award for Marketing Excellence (B2C).
Customer Experience
For Momentum Energy I ran a project to streamline all 500+ communications going out of the business, including new process development, creation of language style guides, people training, and redeveloping the actual documents. It was a critical project, ensuring brand consistency at each customer life cycle, including many complex and sensitive letters.
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I was also the marketing stakeholder in redefining Customer Experience (CX) for the Momentum brand and choosing new technologies such as CRM for omni-channel customer communications.
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Always a brand ambassador, I oversee the development of all sales and marketing communications and content.​
Elite Sponsorship & Events
As part of a strategy to enter new markets and reach new audiences, I managed elite sponsorship programs, including in AFL, running activation campaigns at stadiums and acquisition campaigns targeting their member base.
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For all brands I've worked for, I've created numerous private events, and exhibited at local and international conferences.
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