Ms Narelle Lancaster

Accreditations/Instruments       FAMI (Fellow Australian Marketing Institute), CPM (Certified Practicing Marketer), MHFA, AQF: level 10

Experience     Narelle is a highly strategic marketing leader who inspires creativity, positivity and collaboration from everyone she works with. She’s motivated, mission orientated, has worked in agency and client side and turned an $8K campaign into $3M in sales for a major fast food chain. She also lectures in business, to shape the minds and attitudes of our future leaders. Narelle combines her natural empathy with a data driven approach to strategy, delivering marketing plans and creative executions that ‘those without vision’ - simply fail to see. She then communicates with expertise and authority, to amplify outcomes and deliver outstanding results. Having worked across a range of disciplines including strategy development, project and brand management, business transformation and communication direction, Narelle can take on any marketing project with confidence, enthusiasm and curiosity.

With 20 years experience in media, retail, consulting and higher education, Narelle has a track record of leading and growing cross functional teams and executing comprehensive marketing campaigns from ideation to cessation. She delivered $5M in new revenue with a rebranding project, created $800K worth of free coverage with a viral social media campaign, and managed campaign delivery across 130 different radio stations at the same time. It’s fair to say Narelle can juggle a number of projects simultaneously and is adept at find hidden value in a business. As a creative, strategic marketer at heart, Narelle values the ability to keep an open mind, and see things from a different perspective. She’s authentic and approachable, appreciates those qualities in others, and will become your most ardent fan if you’re willing to examine new solutions, to an old problem. And as a multiple industry award finalist, and winner, she leads by example and grows revenue at the same time.

ROLES & SITUATIONS

• Marketing, PR and Advertising Lecturer, where she also designed and implemented an annual industry event generating 500% ROI and created a viral social media project that netted 950K impressions over 2 weeks, gaining $800K worth of coverage for free.
• Principal Consultant at a marketing consultancy, developing strategies and campaigns for innovative fast food disruptors, wine companies and hotel chains.
• National Marketing and Communications Director for leading payroll and accounting group, responsible for rebranding that led to 16K new digital enquiries, and $5M in new revenue. The resultant market share increase also attracted a takeover, and eventual acquisition.
• Marketing Manager for a global fast food chain, in charge of creating and driving marketing strategy & promotions, to grow revenue and meet profit objectives with a budget of $10M. Included a loyalty program that transformed $8K investment into $100K return for every one of the 32 Victorian stores, driving over $3m to state sales.
• National Promotions Manager at a media group, responsible for the promotional programs and campaign deliverables for over 130 Australian radio stations.