Hi Konrad, it’s good to meet you.

The first step of marketing?

Getting someone’s attention.

Below is my CV to get yours.

Who is Mariella?

A global marketing leader with over 15 years expertise in developing and executing successful marketing, sales and operational plans across 3 continents: Australia, North America and Europe.

I come with a proven track record of creating omnichannel marketing and sales strategies that drive growth and revenue, with a current career average of 7X ROI.

I am wildly passionate about food and drinks, she comes equipped with deep experience in the space having managed brand, social, paid media, sales and e-commerce campaigns from startups (Bottle Shop Concepts, Good Beer Week, Chef Jerry Mai), associations (Wine Tasmania, NZ Wine, Coonawarra Vignerons, RASV) to large scale enterprise (CUB and MARS).

Why this role?

I have always been passionate about food, wine, beer and even made peace with tequila (after an inexperienced enthusiastic approach with it).

As I’ve become even more exposed to the industry, it’s clear that the space is full of incredible creators, makers, doers and entrepreneurs that build their dreams with incredible nerve and determination just like Jessica and Paul.

I’ve had the outmost privilege of working with many in this space, so much so, I even built a marketing agency dedicated to servicing them - those who are made with moxie.

As a Richmond store regular, I know first hand the love, care, determination and appreciation that goes into everything that you do.

I really believe that Blackhearts and Sparrows is an Australia startup success story with so much more in the tank. It’s barely scratched the surface, and I can help in the expansion with the same love and passion for what you do. Which is why I’m here.

What does Mariella bring?

15 years of global growth marketing experience overseeing a variety of marketing, product and customer acquisition strategies. I’ve helped to create, shape and deliver omnichannel marketing and sales campaigns for over 90 brands over the last 9 years to capitalise on growth opportunities.
10+ years of experience in heading the marketing and sales function. I take great pride in coaching my team to progress in their careers, giving them ownership of their work while driving a healthy culture of commercial performance.
Wildly passionate about food and beverages. I’ve had the privilege of working across the board in the industry. From startups (Bottle Shop Concepts, Good Beer Week, Chef Jerry Mai) to associations (NZ Wine, RASV, Wine Tasmania, Coonawarra Vignerons) to large scale corporates (CUB, MARS, PepsiCo).
Prolific at e-commerce and online sales. I’ve created personalisation, automation, 3PL and online sales strategies for an entire wine region, health and beauty brands, retail and even created and manage my own.
I have a unique insiders understanding of agency management having worked with, in, and even founded my own. Born out of frustration from old models that relied on set-and-forget strategies rather than result focused approaches that improved solutions for customers and delivered positive ROI for brands.
This work was so successful I was asked to white-label for global marketing agencies Clemenger BBDO, Dentsu and The Royals to implement these strategies within their in-house team and also for their client base.
I’m a growth focused individual with a healthy competitive nature and strong commercial acumen with a 7X commercial ROI for brands whose growth strategies I’ve developed. This year my aim is to take this career average well into double digits.
Experienced in building strong and trusted relationships. I place pride in understanding stakeholders, so as to be able to influence a win-win scenario. Particularly in environments where change and transformation is required.
Customer-centric, often called the “customer in the room”. I use data, behavioural insights and customer intelligence to drive adoption, drive commercial targets and create unique personal experiences. Constantly on the lookout to innovate existing delivery formulas.
Nimble, curious and hands-on. Capable of working at a high-level delivering business growth strategies and just as comfortable being hands-on, grassroots and even in the scrappy when required.

Best Known For:

Creating and translating high-level strategy into clear, actionable steps to better market brands and services with simplified processes and carefully selected channels to reach the target market / audience.
Leading and coordinating operations from budgets, planning, account coordination, administration and reporting.
With a long career managing large scale exhibitions, conferences, events, product builds and campaigns.
Using techniques from both events and product delivery. An emphasis on staying focused but nimble and agile to achieve deliverables.
Builder of cohesive and productive teams who have incredible loyalty and hunger to learn, which often leads to a different level of speed and agility that enables the business to go from crawl to run.

VaynerMedia, APAC

Senior Strategy Consultant (Contract): March - June 2023

A global creative and media agency providing services to Fortune 500 companies. VaynerMedia is consumer-centric, respecting the internet's impact on culture. Scaling the unscalable, creating consumer-up campaigns that deliver business results for their clients.

Brands worked with:

Procter & Gamble (P&G)
Carlton Dry
PepsiCo
Seven West Media

Key responsibilities:

Conducting in-depth research and analysis of market trends, industry dynamics, customer insights and competitive landscape to identify strategic opportunities and areas of optimisation.
Developing and implementing media optimisation initiatives to help brands achieve their brand objectives and drive growth.
Developing an analytic framework to provide guidance on business strategies, market entry, product development, innovation and marketing improvements.
Collaborating with creative teams and internal stakeholders to review, analyse and discover further solutions to maximise effectiveness.
Monitoring and evaluating the performance of implemented plans, identifying areas for improvement, and recommending adjustments as needed.

Meadow Ventures

Chief Marketing Officer : Nov 2021 - Dec 2022
Australian-based startup with technology specialists and experts in collectibles, tokenomics and cryptocurrency marketing. Creating the new major wave in digital, we use cutting edge blockchain technology to propel ubiquitous brands to create the most NFT meaningful consumer experiences: from 0 to drop and beyond.

Brands worked with:

Australia Zoo
Australia Zoo International
Sofles
Warner Media (in production)
Cricket Australia (in production)
UNICEF (in production)

Achievements:

Built an innovative fundraising model for Australia Zoo and UNICEF using emerging technology, blockchain and tokens, to solve a common fundraising problem for these organisations.
Created an innovative connected customer experience for Australia Zoo, acquiring 1,7000 philanthropists in 10 hours. This led to a sold out project in less than 12 hours on one of the toughest days in digital assets.
Propelled large scale brands and their teams into the emerging web3 space.
Established and executed refreshed brand identities for legacy brands that paired alongside innovative commercial pillars for growth.
Executed a defined GTM strategy that was warmly received, despite public scrutiny, in partnership with senior stakeholders and public figures like The Irwins.
Averaged 8X of return on marketing spend and successfully onboarded more women into a predominantly male landscape.
Built a loyal customer base with over 50% return customer rate within the first year.
Turning fans into a wonderfully tight knit community, what started as strategic marketing ended in a community owned program that ran beyond the project's completion.

Made With Moxie

Chief Marketing Officer : Aug 2014 - Nov 2021

Growth marketing, digital commerce and brand transformation agency. Mapping growth opportunities for dated marketing programs to high growth marketing strategies that achieve outstanding commercial results.

Providing solutions for all scales of business from NFPs, SME's, associations and large scale corporations in the following verticals: education, government, telecommunications, e-commerce, FMCG, retail, technology and blockchain.

Named after the makers, creators, entrepreneurs that build and create with incredible determination and nerve. The ones that are made with moxie.

Brands worked with:

MARS
New Zealand Wine
Wine Tasmania
Royal Agricultural Society of Victoria
Coonawarra Vignerons
Ocean Eight
Good Beer Week
Bottle Shop Concepts
Clemenger BBDO
BWM Dentsu
The Royals
Cider Australia
Blue Dinosaur
Dr Oetker
Eventbrite
H&M
Kmart
Mercedes-Benz Vans
L’Oreal
Pivotel
Startup Victoria
Queensland University of Technology
CyRise
Heritage Brands
Asaleo Care
and more…

Achievements:

Created end-to-end brand campaigns and growth marketing solutions for over 90 brands that resulted in an average 7X ROI.

Executed a digital transformation roadmap for Bottle Shop Concepts that took them from their core product of 1 event with 100 attendees to over 35 events in 3 countries averaging 5,000 attendees. Resulting in astronomical growth.
Leveraging The Royal Melbourne Show large data set, I identified over 1 million dollars worth of potential revenue opportunity. With an optimised digital growth strategy and brand marketing tactics, we exceeded that target. Years later they are using the same strategy and achieved a fully sold out show in 2022.
Built, led and up-skilled efficient teams of marketing, customer service, designers, communicators, developers and consultants. Both internally and for companies such as H&M, Clemenger BBDO, Dentsu and The Royals.
Re-directed a refreshed growth strategy approach for Mercedes-Benz Vans that saw an increase in audience interest. An innovative approach to a freshly launched product that was missing the mark with their current audience set.
Refreshed the legacy brand of Coonawarra with a growth marketing campaign that propelled them to a new audience through e-commerce. This was the first online initiative in Australia where an entire region of wine brands collaborated together as one.
Successfully executed crisis communications strategies and implemented a plan that saw a Government client and large scale retailer maintain brand reputation despite outages and crisis.