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Career History - Sonia Tyler-Davies (nee Bowmaker)
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| Title:
Project Analyst |
| Time employed:
June 1999 - February 2001 |
| Took over responsibility for the management of the new
WestpacTrust credit card loyalty program, “hotpoints” (launched
2 months earlier). |
- Drove hotpoints recruitment and utilisation through
targeted DM and statement insert campaigns. The recruitment
campaigns were extremely successful, surpassing budgeted
enrolment targets, and exceeding WPT’s biggest rival’s
membership numbers just 14 months into the programme.
- I was the primary contact point for Carlson Marketing
Group (an external company contracted by WestpacTrust to
manage the operational side of the accumulation and
redemption of hotpoints, including hotpoints statement
generation, 0800 number, and gift voucher distribution).
Monitored CMG’s performance against their contract, policed
their expenditure, etc.
- Streamlined the complex budgets and forecasting models
in conjunction with the Accounting department. Renegotiated
the CMG contract to WPT’s advantage, using the findings from
the forecasting model in the bargaining process.
- Responsible for the successful communication between
WPT’s four departments involved in running the hotpoints
system on the WPT side (applications, operations, IT,
accounting). Reviewed and streamlined operations in all four
departments, to create efficiencies, and reduce human error.
Initiated and managed some comprehensive IT modifications,
which involved improving the quality and usefulness of data
transferred between WPT and CMG. Distributed improved and
updated training and Q&A material for the Operations and
0800 Customer Service departments.
- Produced and administered the annual marketing plans and
6-monthly marketing calendars.
- Coordinated the look and content of the marketing offers
for each DM campaign and quarterly hotpoints statement,
together with Saatchi & Saatchi Wellington.
- Initated, gained approval and managed a revamp of the
communication pieces received by the customer after they
join the hotpoints program. The revamp included
consolidating 3 separately mailed brochures/letters into one
complete system-generated “Welcome Pack” (3 versions), to
improve the effectiveness and relevance of the welcome
message, and significantly reduce WPT’s costs. This revamp
involved some major IT changes and was finally launched 2
months after my departure.
- Reviewed and initiated changes to the Redemption
Partners portfolio.
- Recruitment of Bonus Partners. Identified key WPT
merchants to target, organised meetings and made
presentations. Developed Bonus Partner contract and monthly
reporting formats. Managed relationship with first bonus
partner, Caltex.
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| Title:
Project Analyst (Contract) |
| Time employed:
Jan 1999 - June 1999 (3mth contract extended) |
| Responsible for the affinity cards portfolio
including theUniversity Visa. Managed additional projects
as required. |
- Involved in the development and launch of the
Preview newsletter. Managed the production of the
premiere March issue and June Preview.
- Managed the review of all University Visa
stationery items (Take One brochures, Statements,
Terms and Conditions brochures, Welcome packs,
letterhead, posters banners, etc).
- Coordinated the point of sale programs for the
graduation ceremonies for the seven universities.
Specifically arranged the marquee display for
Auckland University.
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| Title:
Project Manager (Contract) |
| Time employed: May
1998 - July 1998 |
| Volunteered for the project of implementing a rollout
of Multimedia to all stores (then only ranged in 14
stores). Role involves defining Whitcoulls' price
positioning, streamlining the buying and returns process,
training store staff, and developing targeted promotional
campaigns (eg setup of a multimedia shop on the
Whitcoulls internet site). |
| Title: Senior
Category Manager Books |
| Time employed: May
1997 - April 1998 |
| Promoted to role of overseeing the Book categories
for all Whitcoulls Stores. Managed a team of 3 Category
Managers (resp onsible for Paperbacks, Lifestyle,
Learning & Discovery, General Books, NZ Books, Travel
& Maps, Children's Books). Own category
responsibilities were Multimedia, Computer Books,
Business Books, Educational Books. |
- Christmas 1997: Managed the team's buying and
replenishing of titles. Created new format brief
to stores detailing the titles contained in the
centralised buy.
- New Concept Stores: Involved in the layout and
ranging of the first of the new concept stores
(negotiating floor space allocations, coord
inating the centralised buy of stock for new
stores, collating opening specials, etc).
- Overhauled the categorisation of all titles in
the various Book categories in order for staff
and suppliers to code titles more accurately.
Created conversion tables for new title
guidelines and stock controls in order for both
new- and old-concept stores to independently
range and replenish their stock to their own
layouts.
- Coordinated the Monthly buying process (2,000+
titles are presented monthly).
- Managed the buying for the Kids List Promotion,
cordinated in-store activities and the
centralised buy, proofed in-store brochure, POS
etc)
- Other promotions: Fathers Day, Back to School,
Guaranteed Best Read (The Notebook), John Grisham
(Street Lawyer), Mothers Day, Teletubbies, Try
Buys, The Sale.
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| Title: Category
Manager Magazines (Contract) |
| Time employed: April
1997 - May 1997 |
| Responsible for the ranging and performance of the
Magazines category for all stores. |
- Plannogrammed and relayed selected stores to
increase efficicies and performance.
- Fine tuned the centralised customer ordering
system.
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| Title:
Brands and Promotions Manager |
| Time employed:
March 1995 - October 1996 |
| Responsible for the management of all in-store
promotions for Kmart New Zealand, the Kmart house brands,
and specific strategic projects. |
| In-store Promotions |
| Managed the promotional budget to ensure effective
and efficient expenditure while meeting the required
sales and business objectives of Kmart New Zealand: |
- Developed exclusive promotions for Kmart:
eg Bumper Easter Egg Hunt; Christmas Wishing Tree
Appeal with Celebrity Bears.
- Coordinated promotions in partnership with
individual suppliers:
eg Walt Disney's 101 Dalmatians and Pocahontas
movie release; Roadshow and Walt Disney's Lion
King and 101 Dalmatians video releases; ANZ Back
To School.
- Coordinated promotions with groups of suppliers
to maximise the prize offer:
eg Mother's Day and Father's Day Giant Prize
Packs.
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| Brand Management |
| Responsible for the family of house brands for Kmart
New Zealand: |
- Reviewed and rationalised Kmart's house br ands
from an initial 83 brands down to 12 including
the new NOW apparel brand.
- Coordinated the launch of "Kiwi's
Choice" house brand soft drink range
(customer research; packaging design of cans,
cartons and vending machines; promotional launch
including taste testing).
- Managed the design and production of all house
brand packaging (including negotiation with both
printers and product suppliers).
- Managed the Kmart house brand trademarks
portfolio (including liaison with trademark
attorneys and solicitors).
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| Strategic Projects |
| Responsible for specific strategic projects for Kmart
New Zealand: |
- Developed new "Silent Salesman"
programme, enabling customers to compare products
in certain areas in-store without the need for
assistance.
- Developed new security features and design for
Gift Vouchers (identification of required
features; setup and management of project team;
requested delivery of required system changes;
designed new voucher incorporating security
features, initiated changeover from the old
system to th e new, to minimise costs).
- Developed Kmart Credit Card Marketing Plan
(initiation and review of customer research,
development of the product offer, management of
the project team, etc).
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| Title: Product
Manager - Transactional Banking |
| Time employed:
May 1994 - Feb 1995 |
| Promoted to Product Manager, responsible for the
Trust Account, Cheque Accounts, Easibank Card and ATM and
EFTPOS services. |
- Relaunched the Trust Account package: Created and
managed the project team; requested system
changes (including development of automatic
faxing facility); communicated project updates to
branches; produced a comprehensive selling pack;
reviewed stationery and reporting for the
account; coordinated mailout to existing
customers prior to launch; ran staff training
sessions during the launch period.
- Introduced new corporate image cheque books /
Easibank cards etc (This included the initiation
and review of attitudinal
qualitative/quantitative research which analysed
customer response to the new image before
introduction).
- Initiated program to improve the Easibank
network: Re-designed ATM screens to increase
user-friendliness; produced ATM Location Guides
and distributed to customers; reviewed fees
charged to encourage usage.
- Managed the product budgets.
- Prepared the annual Marketing Plan for products
in area of responsibility.
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| Title: Assistant
Product Manager Funding |
| Time employed:
May 1993 - May 1994 |
| Responsible for Savings Accounts, Cheque Accounts,
Easibank Card and ATM and EFTPOS services. |
- Responsible for overall marketing of Funding
portfolio during a five month period during 1993,
including providing fortnightly recommendations
to the executive rate setting committee,
organisation of production of new Term Investment
Maturity Advice, involvement in Integration of
Countryw ide and United Banks Stage 2 and launch
of new corporate identity, and management of all
funding budgets.
- Developed and launched the Goal Savings Account:
Cost justification; account revamp (fees,
interest rate structure); managed the creation of
the TVC an d press advertising; direct mail to
existing customers; arranged "Double Your
Money" draw system.
- Reviewed savings account fees (and introduced new
fees).
- Negotiated "Countrywide Bank family"
actor contracts, and coordinated a 5 day photo
shoot.
- Created a Generic Savings Brochure and Generic
Investments Brochure (and established full
brochure layout standards for the Bank to
facilitate the introduction of the new corporate
identity).
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| Title:
Marketing Assistant Distribution |
| Time employed:
Dec 1991 - April 1993 |
| Responsible for Cash Access Card, American Express
Card and related services (ATMs, EFTPOS), ALICO Payment
Protection Insurance, Branch opening programmes. |
- Developed and launched a new Cash Access Card and
EFTPOS facility (including promotional campaigns
/ direct mailings)
- Developed the ALICO payment protection product
(including a cross sell mailing to existing
lending customers)
- Designed the Cash Access Card, EFTPOS and ALICO
brochures
- Managed business relationships with outside
distribution organisations; contract
negotiations, market research.
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| Title:
Marketing Assistant Promotions |
| Time employed: Mar
1991 - Dec 1991 |
| Responsible for sponsorships and promotions, cheque
accounts, Client Investment Account and Telephone Call
Account. |
- Tasks included competitor analyses, market
research, product development, brochure copy and
design (Cheque Plus and Telephone Call accounts,
Client Investment Account), preparation of
Marketing Plan (Client Investment Account), staff
training, assess ment and recommendations of
sponsorship requests, organisation of promotional
campaigns.
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| Title:
Graduate Trainee Programme |
| Time employed:
Feb 1990 - Mar 1991 |
| Training within the areas of branches (batching,
telling, opening and loading deposit and lending
accounts), corporate banking, marketing, lending and
recoveries, commercial business, international and
treasury operations. |
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