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.
My unique art is bridging creative, tech, people, and process, easily engaging teams while always focusing on what the customer actually needs.
I thrive on adding real value to consumers, collaborating cross-functionally, openness to creativity, and enjoy defining and redefining the whole customer journey.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
For all brands I've worked for, I've created numerous private events, and exhibited at local and international conferences.
