TECHTRONIC INDUSTRIES PTY LTD : MILWAUKEE® TOOLS AUSTRALIA

Digital Marketing Executive

JUN 2013 - JUL 2015

Milwaukee® is an industry leading manufacturer of heavy-duty power tools, accessories and hand-tools for professional trade users. Owned by Techtronic Industries (TTI), Milwaukee® first launched in Australia in 2008, and has since grown marketshare from number five to number one in the industrial tool sector.

Achievements

  • Inherited the Australian Milwaukee® Facebook account as part of Movember sponsorship activities in November 2013. Grew organic likes from 6,000 to 10,000 in 4 weeks

  • Grew the Australian Facebook account for Milwaukee® from 6,000 users to 133,000+ in 18 months

  • Doubled the customer database in 18 months and added fields to include information (such as sector type) for use in targeted campaigns and promotions

  • Promoted the M18™ Radio Charger on Facebook in August 2014 and pre-sold stock across Australia before it landed in stores

  • Awarded the Milwaukee® 2014 Marketing Excellence Award (Team Award) for consistently exceeding targets during 2014, with national sales recording record growth in the Australian market

  • Promoted the launch of M12™ Spot Polisher on Facebook in August 2014 and sold out of stock across Australia within 2 weeks. Follow up stock also sold out and a waiting list was in place for several months

  • Promoted the launch of M12™ Heated Hoodies on Facebook in March 2014 and sold out of stock across Australia within 3 weeks 

  • Established the Milwaukee® Tools Australia Instagram account in 2014. Grew the account to 7,090+ active users with content often shared by prominent industry outlets

  • Achieved a Facebook ranking for the Australian Milwaukee® Facebook account of third largest in the world  for Industrial Tools. Snap-on (International) was first, followed by Dewalt (International) in second

  • Achieved the largest following for a Milwaukee® Facebook account in the world with over 133,000 Likes. The second highest following was for Milwaukee® USA (head office) with 82,000 Likes

Responsibilities

  • Established marketing plans for Milwaukee® tools, accessories and hand tools
  • Ensured all communications adhered to brand guidelines and reinforced the key messages
  • Lead the development of consumer-focused strategies to drive engagement and sales growth
  • Developed a social media content calendar balancing new products, redemptions, promotions, competitions, events and sponsorship activities
  • Managed the execution of campaigns across platforms, including digital and traditional media, ensuring an integrated marketing approach
  • Administered and monitored posts across all social media platforms
  • Monitored data analytics to optimise growth and performance across channels
  • Prepared and delivered eDM content each month and reported results to each of the stakeholders
  • Managed and utilised the customer database for the organisation

  • Prepared post campaign analysis for stakeholders

  • Assisted Industrial Retail clients with product images and branding requirements 

  • Worked in collaboration with external marketing agencies for large events including Clipsal500 and Nitro Circus LIVE (2015) 

  • Supported senior business managers with tailored B2B marketing proposals and collateral to drive marketshare

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