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RESUME - CINDY CLARE

Personal Details: DOB: 26/04/75; Nationality: New Zealander


Contact: Phone: +61 2 9977 2372; Mobile: +61 412 589 856; Email: cindyclare@live.com
Address: 15/17 Balgowlah Rd, Manly, NSW 2095, Australia

QUALIFICATIONS / TRAINING
Executive Confident Negotiator Course – 2008
Diploma of Business Management - 2007
Executive Certificate of Direct and Digital Marketing - 2006
Effective Presentation Skills Course – Intermediate & Advanced - 2003
BMS (Bachelor of Management Studies) – Waikato University majoring in Marketing and Communication - 1996

CAREER OVERVIEW
2005 – 2008 Sydney Harbour Foreshore Authority – Marketing Brand Manager, Darling Harbour
2004 – 2005 Tourism Holdings Limited – Marketing Manager, Oz Experience
2002 – 2004 L’Oreal Australia Pty Ltd – Product Manager, Ralph Lauren Fragrances
2000 – 2001 Whitbread UK Ltd – Brand Manager, Bella Pasta Restaurants
1999 - 1999 Kentucky Fried Chicken UK – Assistant Brand Manager
1997 – 1999 DB Breweries New Zealand – Marketing Assistant, NZ Liquor

CAREER EXPERIENCE
Organisation: SYDNEY HARBOUR FORESHORE AUTHORITY
Role: Marketing Brand Manager – Darling Harbour
Period: 2005 – 2008

The Sydney Harbour Foreshore Authority is a New South Wales government agency responsible for the management and
development of iconic Sydney waterfront property, including The Rocks and Darling Harbour. With over $1 billion of assets,
the Foreshore Authority manages significant commercial and retail leases, provides security and other facility management
services, and undertakes marketing, tourism services and events that attract more than 41 million visitors every year.

Achievements/Responsibilities
• Ongoing brand management of the Darling Harbour precinct including development of a strategic marketing plan for the
precinct; liaison with internal designers, event and PR staff; and management of external creative and media agencies to
develop new strategies to generate increased visitation and retail spend. Contributed to increased visitation to precinct
by 8.5% and 3% over two consecutive years, to reach over 28 million people movements* through the precinct per
annum. (*people movements refer to the number of people entering Darling Harbour measured by electronic counters).

• Management of event marketing of the six major Authority managed events held in Darling Harbour per annum including
above and below the line marketing, digital marketing and innovative experiential marketing to generate incremental
visitation. Contributed to increased visitation to 2008 events including 10% increase to Australia Day to 240K people
movements* on one day; 4% increase to Fiesta and 7% increase to Hoopla Festival to 285K and 180K people
movements respectively over 3 days.

• Liaison and coordination with government agencies City of Sydney, Office of Protocol and Special Events and Tourism
th
New South Wales to market significant city events (part of which occurred in Darling Harbour) such as 75 Anniversary
of Sydney Harbour Bridge, Australia Day Celebrations, World Youth Day and APEC.

• Development of strategic partnerships with media providers Channel 10, JC Decaux and Avant Card to achieve over
$300K worth of contra advertising for Darling Harbour per annum. Management of promotional activity with key
sponsors Coca Cola and Nestle Peters such as consumer and sampling promotions to leverage audience base and
generate incremental awareness of precinct events.

• Challenged with revitalising Authority asset Chinese Garden of Friendship. Contacted and built relations with the
Chinese Consul General and Chinatown board. Developed two new events in the Garden requiring small scale ticketing
strategy and achieved sold out shows for each performance. Implemented promotional campaign to drive general
visitation to Garden, achieving 17% incremental visitation over 4 month promotional period.

• Management of ad hoc projects, including capex outdoor signage project requiring investigation of signage models,
reviewing tender submissions, development of business case and advertising prospectus, promotion of signage to
potential precinct advertisers resulting in over $200K advertising revenue per annum to reinvest into marketing budget.
Implementation of advertising campaign on behalf of New South Wales Premier’s office to promote public competition to
source name for billion dollar development site in Sydney resulting in the name ‘Barangaroo’ being selected by Premier.
Cindy Clare - Resume

Organisation: TOURISM HOLDINGS LTD


Role: Marketing Manager – Oz Experience
Period: 2004 – 2005 (Redundancy due to sale of company)

Tourism Holdings Ltd is one of the largest tourism operators in the Southern Hemisphere. Oz Experience is a youth
orientated product that provides unique Australian experiences for a broad range of independent international travellers.

Achievements/Responsibilities
• Re-branding of Oz, Kiwi & Feejee Experience (initial branding established in 1988) positioning the brand as a
more contemporary, edgy product. Included management of external agency to develop new strategic direction &
branding of company, POS production and promotional campaign implementation to drive awareness, sales and market
share. Resulted in over 60% increase in Kiwi Experience sales in first year of branding release.

• Development of tourism industry relations with Oz Experience. Resulted in more marketing support from Tourism
Australia and Tourism New South Wales including implementation of marketing initiatives on the Australia.com website,
sourcing of key industry statistics to improve our understanding of the market, and attendance at workshops to enhance
company benchmarking and networking.

• Development of research program to enhance customer satisfaction tracking. Developed relationship with UTS
university professor and students to build SPSS research database, which resulted in more accurate monthly analysis
and identified areas to improve in our overall service.

• Monthly sales analysis of Oz Experience revenue and passenger results, and comparative analysis of these figures
against industry trends and environmental factors such as exchange rate fluctuation, international tourism visitation and
weather conditions.

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Organisation: L’OREAL AUSTRALIA PTY LTD


Role: Product Manager – Ralph Lauren Fragrances
Period: 2002 – 2004

L’Oreal is a key player in the international cosmetics industry, it’s main competitor being Estee Lauder. L’Oreal’s
portfolio of brands include Lancome, Maybelline, Kerastase, L’Oreal Paris and they distribute and market Ralph
Lauren and Giorgio Armani fragrances.

Achievements/Responsibilities
• Project Management of Polo Blue (men’s fragrance) product launch. Production of POS, major media placement and
outdoor advertising, stock forecasting, nationwide sampling campaign, consumer promotion and PR. Contributed to
brand growth of 6.5% in 2003 and exceeded sales forecasts by 12%. Launch was classed as ‘best ever’ fragrance
launch by Myer department store.

• Management of annual marketing calendar and media planning of all Ralph Lauren and Cacharel products, including two
new major launches per annum. Included production and distribution of point-of-sale, in store event management, above
and below the line campaign support and briefing of sales teams. Resulted in positive brand growth over 3 seasons.

• Monthly analysis of sales and promotion performance. Included in-depth analysis of products against
competitors; seasonal sales; promotion evaluation and qualitative overview of product portfolio performance.

• Ongoing stock forecasting, ordering and shipment tracking from head offices in the US and France; and production of
packaging materials and promotional items in China.

REFERENCES
Available on Request.