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Helena Smith

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Helena Smith

Principal Growth Consultant

With over 20 years of experience I am a strategic marketer dedicated to helping businesses unlock their growth potential. My expertise spans various industries, from retail, property and publishing, to customer experience and outsourcing, across Australian, United Kingdom, European, US and Philippine markets. My broad experience has equipped me with a diverse skill set and a deep understanding of market dynamics and the strategic role marketing plays in business growth, which is so often overlooked.

What I do

I offer tailored marketing leadership solutions for organisations that need high-level strategy without the full-time commitment. My approach, bespoke to each individual client, may involve:

  • Strategic marketing leadership: designing and executing integrated marketing strategies that align with business goals, accelerate revenue growth and elevate brand equity.
  • Departmental budget and talent strategy: development of the marketing department’s talent and investment strategy and roadmap, ensuring strategic alignment to broader business growth objectives.
  • Customer acquisition and retention: design of and guidance in the implementation of customer acquisition strategies, encompassing lead generation, funnel optimisation, sales and marketing alignment, along with lifecycle marketing to enhance customer retention and loyalty.
  • Brand strategy: shaping and elevating brand identities, supporting the delivery of cohesive messaging and strategic positioning across all platforms.
  • Communications strategy: development of multi-faceted communications strategies, executed across channel campaigns that drive brand awareness, engagement and customer/employee loyalty.
  • Digital marketing strategy support: an ROI-focused digital marketing strategy reset spanning SEO, SEM, social media and content marketing.
  • Data driven decision making: oversee the development and analysis of key marketing metrics to measure activity ROI and ensure alignment with overall business goals. Key to demonstrating the immense value marketing can provide when pursuing growth.

Qualifications and awards

  • Masters in Digital Marketing
  • Post Graduate Diploma in PR and Journalism
  • Diploma in Digital Marketing
  • Bachelor of Business Marketing
  • Lean Six Sigma Yellow Belt Certification
  • Prince 2 Project Management Certification

Proven success

  • Revenue growth: Increased annual new business revenue by 100%. Implemented a comprehensive marketing strategy that drove a significant increase in annual new business revenue, achieving a year on year growth rate of 100%.
  • Enhanced brand recognition: Led a rebranding initiative that resulted in a 55% increase in brand recognition, positioning the organisation as a market leader in its industry.
  • Increased lead generation: Developed and executed an inbound lead generation strategy that increased lead generation by 150% year on year.
  • Reduced cost per lead (CPL) by 70%: Optimised the lead generation strategy, resulting in a significant reduction in CPL while increasing conversion rates by 15%.
  • ROI optimisation: Launched targeted digital marketing lead generation campaigns that achieved a 1,000% return on investment.
  • Digital marketing excellence: Led a comprehensive digital marketing strategy that increased website traffic by 500%, enhancing on site conversion and lead generation efforts.
  • Successful product launches: Orchestrated the launch of countless new products, with the majority achieving or exceeding sales targets within the first year of release.
  • Market penetration: Drove the successful entry of a new product into a competitive market, capturing 5% market share within the first 12 months.
  • Led structural changes across numerous organisations to ensure the marketing function was best positioned to support broader business objectives, utilising a strategic blend of on and offshore resource to maximise efficiency with consideration of cost of labour.
  • Zero-based budgeting: implemented zero-based budgeting to ensure every marketing expense is justified and aligned with strategic goals, eliminating unnecessary expenditure and allocating investment to channels that deliver the highest ROI.
  • Grew social media following by 40%: Developed and executed a social media strategy that increased the brand’s online following by 40% over 12 months.
  • Test and scale: Launch pilot campaigns with small budgets, scaling up only those that demonstrate strong performance and proven ROI.

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