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Rachel Bainbridge

Senior Marketing Executive

  • Auckland, New Zealand
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About me

A passionate, action oriented, results driven, innovative thinker, leader, and skilled communicator with 22 years of FMCG marketing, category, innovation and category insights experience across Australasia and Asia Pacific.

I am skilled in strategic planning, brand management, and media and enjoy identifying market trends and consumer behaviour to develop approaches that connect with customers in new and meaningful ways.

With a track record of successful product launches and rebranding initiatives that have significantly increased market share, profitability and customer loyalty. I am also committed to sustainability and ethical marketing practices, ensuring that all campaigns align with both my own values, my company values and consumer expectations.

My career embodies a pursuit of excellence, a commitment to innovation, and a dedication to nurturing talent. As a seasoned marketing professional, I stand ready to leverage my wealth of experience and expertise to drive success for me, my team and the organisation.

Specialist skills and experience:

  • Trusted team leader with a focus on results
  • Strong commercial and financial acumen​
  • Expert organisational and project management skills​
  • Highly developed strategic development and agility ​
  • Deep understanding of omni channel media effectiveness
  • Precise insight led research and analytical capabilities​
  • Proven expertise in sustainable innovation and design
  • Passion for Innovative New Product Development to realise brand potential
  • Specialist in FMCG Environments​

Personal Statement​

As a dedicated and results-oriented leader with over two decades of diverse experience in commercial marketing across Australasia and Asian markets, I bring a wealth of expertise in navigating the complexities of global markets and localising strategies for maximum impact.

Throughout my career, I’ve been driven by a passion for excellence, constantly challenging traditional approaches to uncover innovative solutions. I firmly believe that every day presents an opportunity for growth and improvement, and I thrive on finding ways to streamline processes and maximise returns on both time and investment.

My skill set encompasses a broad spectrum of capabilities, ranging from expert organisational and project management to highly developed strategic agility. I excel in both traditional and digital advertising and media, utilising precise insight-led research and analytical capabilities to uncover consumer truths and inform strategies that drive tangible results.

I am looking for a new challenge to harness my wealth of experience and forward-thinking vision to steer teams toward success in the ever-changing and dynamic landscape of today’s marketplace.

My communication skills, coupled with my empathetic leadership approach, position me as a valuable asset capable of driving positive change and fostering growth within any organisation.

Communication Style

My ability to articulate complex ideas and strategies with clarity and precision allows me to effectively engage with diverse audiences, across a range of mediums fostering understanding and driving impactful outcomes.

Leadership Style

I pride myself on my empathetic approach to leadership. I believe in the power of active listening and understanding differing perspectives, which I integrate into my leadership style. This enables me to coach individuals within my team and across the organisation, guiding them towards success and facilitating their professional development.

Witnessing the growth and achievements of both my direct reports and colleagues brings me immense personal satisfaction, as I view their accomplishments as a testament to our collective efforts and shared success.

Team Awards
  • Externally rated by Retailers as #1 in Trade & Shopper Marketing Team
    Advantage Survey 2022 & 2023.
  • 2022 Shop! Shopper Marketing Awards GOLD.
    Botanica by Airwick #Reblossom NZ Campaign.
  • 2023 Best Ads of the World
    Vanish Textile Waste Print Campaign
Organisational Awards
  • 2024 Top 100 Graduate Employers In New Zealand
  • 2023 Best Workplaces for Women
  • 2023 Foodstuffs National Partnership Award
  • 2023 Foodstuffs North Island Category Excellence Award
  • 2019 NZ Ice Cream Awards 2 x Silver Medals
  • 2014 Deloitte Fast 50 #1 Earthwise Group

Professional Expereince

Head of Brand & Trade Marketing

May 2020 – June 2024
Reckitt Hygiene
Auckland, New Zealand

Managed ~$6M marketing A&P budget and led a team of six direct reports across $120M Reckitt Hygiene Portfolio. Key brands included: Finish, Vanish, Airwick, Easy off Bam, Exit Mould, Harpic, Mortein, Black Flag, Aerogard.

Key financial results
  • NR Growth 40.0% % vs 2019
  • GM Expansion 330bps vs 2019
  • COP Growth 47%  vs 2019
  • Market Share 340bps vs 2020
Partnerships
  • Championed strategic ‘Purpose Campaigns,’ orchestrating long-term partnerships with external not for profit stakeholders Dress for Success and WWF-NZ.
  • Partnerships achieved consistent year-on-year KPI growth demonstrating proficiency in both partnership management and campaign execution.
  • Latest campaign in WW for Vanish delivered +12.7% value sales, +70bps SOT for WW and +270bps MS% vs 2023 campaign.
Media
  • Leveraged experience in media strategy to develop appropriate channel support and investment plans for portfolio to increase ROI of media spend.
  • Oversaw upgrades to all brand websites to ensure all content was relevant, including SEO and optimisation from Google Analytics learnings.
  • Instigated Social Media Strategy and launched Social Media accounts including tracking, content creation and optimisation across portfolio and negotiated 60% cost saving with switch to new supplier.
  • Briefed, project managed and filmed local campaigns with local talent leveraging local insights and global brand guidelines for Easy Off Bam, Vanish and Finish.
  • Easy Off Bam BBQ TVC delivered +98% growth vs 17 wk prior. Combined media strategy result across all copies delivered +51% sustained sales uplift vs 17 week prior.
Retailer Activations
  • Played a pivotal role in creative development and execution, collaborating with cross-functional teams to conceptualise and implement creative strategies that resonate with target audiences and align with brand objectives ensuring cost effective GWP selection and POS design.
  • Ensured seamless execution of multiple campaigns from ideation to delivery, maintaining a high standard of quality and creativity throughout the process.
  • Spearheaded the conceptualisation and execution of Reckitt’s vision for 4 x Retailer Trade Shows, translating brand objectives into engaging and immersive experiences that captivated audiences and elevated brand presence.
  • Collaborated with sales team to ensure all e-com content was optimised for CPP, Search. Managed delivery of retailer branded sites.
Innovation & NPD
  • Successfully coached and led team to develop and implement strategic brand and category plans including category growth platforms to drive growth and meet KPIs.
  • Instigated streamlined NPD process implementing Monday.com for visibility of product launch status and tracking across the business.
  • Over a span of four years, successfully launched 200+ new products, ensuring thorough coordination with the sales team to meet all launch requirements while implementing streamlined processes.
  • Coached team to track in market performance and ROI utilising shopper tracking and Nielsen tools.
Forecasting
  • Owned the S&OP forecasting process across 12+ brands. Ensured MAD & BIAS targets were met monthly and S&OP and Sales forecasts were aligned.
  • Collaborated with stakeholders to ensure S&OP forecasts were streamlined including development of new semi-automated templates to improve efficiency and saving time for team.
Crisis Management
  • Collaborated with global cross-functional stakeholders during brand withdrawal initiatives and media communications following sensitive media reporting.
  • Orchestrated strategic responses to mitigate reputational risks and ensure effective communication across diverse stakeholder groups.
  • Demonstrated adeptness in navigating complex situations with sensitivity and diplomacy while safeguarding brand integrity and reputation.

Senior Brand Manager – Export

2019 - 2020
Tip Top Ice Cream
Auckland, New Zealand
Retail Store Design
  • Led the design conceptualization and rollout of all assets to retail scoop parlors in the Pacific, facilitating a seamless rebrand transition from Tip Top to Kapiti.
  • Implemented the design across key locations in New Zealand, resorts throughout Fiji, and presented it to the China market.
Innovation & NPD
  • Spearheaded the NPD formulation and design of a China-specific product range, ensuring label and claim compliance while achieving a remarkable ~20% reduction in COGS compared to initial domestic product specifications.
  • Identified and resolved a major price anomaly with a packaging supplier, negotiating effectively to achieve a cost saving of -28% on packaging across the export portfolio.
  • Project-managed the setup and importation of 8 products from Peter’s AU into NZ, resulting in SKUs delivering approximately $4.5M NSV in the first year.
  • Led a Market Research project to ideate and scope quantitative concept testing research for the domestic business, utilising Mintel and flavor trend research to develop a comprehensive three-year pipeline for the business.
  • Developed campaign assets for Kapiti in China, ensuring cultural changes remained aligned with the brand, in successful cross-cultural ATL campaigns.
Sourcing & Negotiation
  • Managed the Gift with Purchase (GWP) program for Pacific & Malaysia, overseeing all aspects from sourcing to negotiation with international suppliers.
  • Achieved a remarkable ~50% cost reduction on current GWP expenditures through strategic negotiations.
Professional Development
  • Omni Channel Category Excellence with Distinction.
    July 2023, TPG Group
  • Masters of Advertising Effectiveness with Distinction.
    August 2023, Master of Advertising Effectiveness
  • Situational Leadership.
    October 2023. Blanchard Exchange
  • Advanced Negotiation Skills.
    March 2022, Scotwork
  • Compelling Category Selling.
    November 2021, Blueprint
  • Advanced Presentation Skills.
    August 2021, Blueprint
Formal Education
  • Professional Certification in Direct Marketing with Distinction.
    NZ Direct Marketing Association.
  • Bachelor Management Studies with 1st class Honours.
    Double Major: Communications and Information Systems.
    Waikato University.
  • Golden Key.
    Golden Key International Honors Society. Awarded to the top 15% graduates in their field.
Technical Skills
  • Nielsen IQ Discover
  • Quantium
  • Dunnhumby
  • Circana
  • Mintel GNPD
  • Euromonitor
  • Power BI
  • Tracksuit
  • VeevaVault
  • GS1 Recall
  • SAP
  • Microsoft Suite

Senior Brand Manager 

2018-2019
Edgewell Personal Care
Auckland, New Zealand

Manufacturer of shave, grooming, sun care, skin care, and personal care products including: Schick, Hawaiian Tropic, Banana Boat, Bulldog and Wet Ones. Portfolio ~$20M, including 1 direct report.

Led Brand Strategy, Advertising & Sponsorship
  • Led the marketing strategies for high-profile events such as the Banana Boat Ocean Swim Series and the Schick NZ Secondary Schools Basketball Championship, ensuring seamless execution and maximum engagement.
  • Orchestrated trade shows and retail activations in pharmacy and grocery sectors, driving brand visibility and consumer engagement.
  • Acted as a key player in crisis management, effectively mitigating challenges and safeguarding brand reputation during critical situations.
Innovation & NPD
  • Conducted comprehensive market analysis to identify opportunities and formulated strategic recommendations encompassing product range, pricing, promotional strategies, and integrated ATL & BTL marketing initiatives to successfully launch Bulldog skincare to the New Zealand market.

Senior Brand Manager Australasia

2017
Tasti Products Limited
Auckland, New Zealand

Manufacturer of Cereals, and Nutritional Snacks.

Private Label & Tenders
  • Managed company wide NPD & Tenders process, overseeing a diverse portfolio of third-party products for General Mills and PZ Cussons, as well as managing the Private Label tender process for Aldi, Coles, and Woolworths ANZ.
Innovation Stage Gate Process Design
  • Designed and implemented a New Product Development (NPD) process, fostering cross-functional collaboration through to execution.

Senior Brand Manager Australia

2017
EasiYo
Auckland, New Zealand

Manage all aspects of marketing and strategic planning for the Australian market.

Social Sampling Campaign
  • Initiated and executed a Social Sampling Campaign engaging 500 Australian mums. Results: Instagram reach of 328k, Facebook reach of 29k, and 5k engagements. Additionally, user-generated content was leveraged to amplify the campaign’s reach to 300,000 target consumers.
  • The campaign drove sales of an additional 2,464 sachets, with 73% of participants having already made a purchase, and an overwhelming 95% expressing intent to continue purchasing. These results were instrumental in securing additional distribution with Coles.

Global Marketing Manager

2012-2013
Earthwise Group
Auckland, New Zealand

Earthwise is now one of New Zealand’s most trusted natural brands. Portfolio spanned Personal Care and Home Care Categories.

  • Core part of the team that drove Earthwise to #1 position in the Deloitte Fast 50 in 2013 with +1004% growth on prior year.
Innovation & Packaging Design
  • Recognized a strategic opportunity to develop Earthwise ‘Baby’ NPD. Oversaw the project from inception, coordinating internal stakeholders, raw material suppliers, and packaging manufacturers to deliver a distinctive offering featuring innovative money box/bath toy packaging within the competitive ‘baby’ market segment. Additionally, managed external accreditation with third-party endorsement to further enhance product credibility.
  • Spearheaded Packaging Development & Design initiative, recognizing the imperative for brand evolution. Managed agency collaboration to craft a cohesive, sleek brand design that effectively showcased Earthwise variants across multiple categories while prioritizing cost efficiency. Successfully executed the rollout across approximately 50 SKUs within the portfolio.
  • Acted as the primary liaison for Consumer magazine and PR agency to mitigate fallout following an article on dishwasher safety caps.

Group Brand Manager

2009 - 2011
BDM Grange Limited
Auckland, New Zealand

Distributor for Alberto Culver Portfolio including HairCare, Personal Care and Baby Care.  Role ended due to the sale of portfolio to Unilever Globally. $25M portfolio, including 3 direct reports.

Integrated Activation & Sampling
  • ​Conceptualized and executed an integrated media and sampling campaign for VO5 Extreme Style, targeting 16-35-year-old males. The VO5 Extreme Dating Challenge seamlessly integrated sampling, traditional and social media, and event management. This initiative played a pivotal role in reversing segment decline from -5.5% MAT YA to +2.6%, driven by the remarkable growth of VO5 Extreme Style, which saw a surge of +18.8% MAT.
  • Spearheaded the development of highly effective integrated 360° sponsorship alignments for the TRESemmé brand. These partnerships filled a crucial gap in New Zealand, leveraging the brand’s strong global fashion equity, particularly with events like NY Fashion Week. The campaigns not only significantly boosted sales by +13.5% change vs. YA but also enhanced brand awareness and strengthened brand equity.

Senior Brand Manger

2007-2009
Hansells Food Group
Auckland, New Zealand

Local food manufacturer of iconic Kiwi brands.  Portfolio included Beverages, Deserts, Yoghurts and Soups. NZ$15M portfolio, with 1 direct report.

Advertising and Sampling
  • Led and developed Vita Quench Water Loves Advertising campaign. Campaign was featured as the We love, Ad of the month in AdMedia magazine (Feb ‘08). ​
Innovation & Packaging Design
  • Led the development and launch of a Powdered Beverage New Product Development (NPD) initiative, accompanied by an innovative social media campaign featuring a custom ‘app’ aimed at promoting increased water consumption, all achieved within a very limited budget. These launches proved highly successful in driving penetration and elevating category value, effectively reversing the three-year value decline of the $5.5M Vita Fresh core range from -10.2% to +0.4%
  • Orchestrated comprehensive portfolio relaunch, overseeing the redevelopment, rebranding, and re-launch of approximately 50 SKUs within the Core Powdered Yoghurt, Beverage, and Dessert range.

Brand Manager

2005-2007
Reckitt Benckiser
Sydney, Australia

Managed all aspects of AU $37M Surface & Germ Protection portfolio (Dettol, Pine O Cleen, Exit Mould, Easy off Bam).

  • Launched Easy off Bam to ANZ market including development and production of local TVC, print and OOH to support launch.
  • ​Developed and project managed local innovation and managed stage gate process and project management of factory trials, regulatory and legal approval for launch across ANZ.
  • Led cross functional team to deliver cost saving project across disinfectant portfolio evaluating all aspects of the range from formulation, packaging, manufacture to deliver ~5% cost saving and increase profitability.

Assistant Brand Manager

2003-2005
Campbell Arnott’s
Sydney, Australia
  • Presented with a Campbell’s Global ‘Make A Difference’ award for outstanding work on consumer insight driven Condensed Soup rebrand and consumer activation including agency management, global design approval process and rollout across 17 SKU’s.

Assistant Consumer Insights Manager

2002-2003
Campbell Arnott’s
Sydney, Australia
  • Responsible for design, briefing and analysing qualitative and quantitative research across entire business including Scan and Homescan, Consumer Tests: Home Use Test, Consumer Taste Tests, Concept testing, Product Design Workshops, advertising focus groups, Link testing and internal innovation workshops.