dominic panetta career overview
TRANSCRIPT
Dominic PanettaSenior Marketing Professional
0412 655 551
www.linkedin.com/in/dominic-panetta
February 2017
Career history
Howards Storage World | Senior Manager – Marketing | Jan 2008 - Feb 2017
• Member of Senior Management Team supporting the growth objectives of the business.
• Develop and manage the national marketing communications strategy, and Marketing Dept., to ensure effective
tactics to engage new and existing consumers to drive store visitation and retail sales (in store & online).
Jesters | National Marketing Manager | June 2004 – Dec 2007
• Plan and manage all Jesters National marketing activity including New Product Development.
• External Partner Management: incl. advertising agency, PR agency, Coca-Cola, National Foods.
Leo Burnett | Account Director, Integrated Marketing Services | Feb 2000 - April 2004
• Launch and develop the integrated marketing division within Leo Burnett (a new direction for a traditional
‘above-the-line’ advertising agency)
• To acquire and manage new ‘below-the-line’ marketing / advertising opportunities.
Marketing Drive Pty Ltd (now Momentum) | Senior Account Manager | Sept 1997 - Dec 1999
• Manage marketing activity on behalf of my clients including: advertising (print / digital / SMS), promotions,
retail POS development, packaging artwork and trade marketing activity.
Marketing Management Expertise
Strategy / Planning:
Annual / National / Local
Budgets
Campaigns
Leadership
Retail:
New Range / Product Launch
Campaign development
Catalogue
Member Offers
Store Collateral
Franchising
• Branding: development / management
• Marketing: Strategy / communications / management
• eCommerce: planning / development / management
• Website: planning / development / management
• CRM: Loyalty / Database / Segmentation / Acquisition / Retention
• Advertising: ATL / BTL / Traditional / Digital / PR / Bloggers / eDM / SMS
• Social Media: Facebook / YouTube / Instagram / Pinterest
Communications:
Internal & external
presentations
Written & verbal
presentations
Marketing content
Partnerships:
Media agency
PR agency
Photographers
Printers
3rd Party / Corporate
National & Int’l Franchisees
Website Visitation / eCommerce Sales (Howards Storage World)
Sustained year-on-year website traffic growth
Sustained year-on-year ecommerce sales growth
Howards Inspirations Reward Program*
Launched October 2010
Premise - Free to join / No Cards / No points
- $10 ‘Welcome’ Voucher
- $10 ‘Reward’ Voucher for every $200 spent
- Member-only VIP Events and promotions
Total Members >590,000 (>80% Female, at January 2017)
Avg. Member transaction $78 (non-Members = ~$60)
Avg. eDM open rate ~35% (industry avg 25%)
Avg. visitation 5.5x PA (4x non-Members)
Double Reward promos >$550,000 (Member sales / 4 days)
% of Total Turnover ~47%
*data at January 2017
Brand Repositioning
Masculine Feminine
Old fashioned
Primary colours
Modern / Contemporary
‘A place for everything’ ‘simply organised’
Muted tones
Bargain basement Premium / up-market
To reposition Howards from a ‘storage’ shop to ‘experts in storage and organisation’
Mission: To help our customers become more organised
Brand Repositioning / Rebranding
BEFORE
Brand Repositioning
Perceived to be unhealthy
Café with multi day-part offering
Dark / Old fashioned
Pie shop
Modern / Contemporary
Premium ingredients / Heart
Foundation Tick of Approval
Appeal to males / females / familyAppeals to males only
Objective: To reposition Shakespeares from a ‘pie shop / bakery’ to a Café offering
Brand Repositioning / Rebranding
BEFORE
New Menu Board system – included combo meals + visuals of food & beverages
+10%
comp. sales
over prior
menu
system
Advertising - Traditional
Content
CatalogueMagazine
Packaging
TVC
Store POS /
Merchandising
Advertising - Digital
Website banners
Bloggers
eDM
SMS
Websites
Campaign Collateral - Howards Storewide Sale (June 2016)
Store Window displays (Banner + Backdrop + A3 signs)
Hanging
POS
Catalogue StandCampaign Brief
Campaign Collateral - Howards Storewide Sale (June 2016)
Social Media postsDigital Ad BannerseDMs to Members
Regional TVC / YouTube
RESULTS
National sales +11.2%
Website visits +26%
Store trans avg. +17.8
eSales +112%
eDM open rate 53%
Shall we meet?
Dominic Panetta
0412 655 551
www.linkedin.com/in/dominic-panettain