Manage an annual marketing budget of AUD 12 million and led the development & execution of strategic plans along with marketing & communication plans for each of the 6 key business units of the company
Highlights
Researched, designed & executed a campaign to launch a new bank – Elders Rural Bank, secured funding, converted branch properties in states and organized launch events. Achieved deposits of over AUD 1 billion in the first year.
Conceptualized, developed & initiated the re-launch of the company’s Insurance business based on customer expectations for local service. Substantially improved agent motivation, introduced capability of settling claims locally & reinforced the brand promise leading to 22% growth in gross written premium in the year 1 of launch.
Initiated & developed a promotional program for increasing the company’s share of merchandizing sales in the critical crop planting season across all branches – based on a sweepstake to win a header, 6 tractors, 6 Utes & 6 ATVs across Australia. The campaign was the most successful initiative of the BU ever and grew share from 15% to 23% with revenue exceeding AUD 1.3 billion in the first year. The campaign was adopted as a key feature of the company’s annual promotional strategy. 
Collaborated with the CEO in developing a new strategic plan for the Elders brand & business based on client insights gathered through market research. The strategic plan transformed the business model - shifting from selling agricultural inputs to helping clients in getting their outputs (crops, animals, fruits, wool etc.)  to market. Improved cross-selling from 1.2 products to 1.8 products and provided a platform to the company to develop & grow a business of AUD 500 million in China in 2 years.               
