Amanda Burwood
Chief Marketing Officer
Experienced Marketing Executive Driving Growth & Transformation in Various Industries
About Amanda
Amanda Burwood is an accomplished Marketing Executive with over 20 years of experience in commercial marketing, brand transformation, and franchise growth across various industries including fitness, retail, QSR, and entertainment. She has led marketing strategies, revenue growth initiatives, and franchise expansions for well-known brands like STRONG Pilates, Jetts Fitness, Woolworths, McDonald’s, Red Rooster, and Universal Music. Amanda's expertise includes brand strategy, customer acquisition, operating model development, and marketing investment management. She has a proven track record in driving revenue growth, developing scalable global marketing infrastructures, and leading marketing operations. Amanda is skilled in global marketing leadership, CRM, media governance, team leadership, and commercial planning.
Experience
STRONG Pilates
Head of Marketing - Global (2024 – Present)
Lead global marketing strategy for STRONG Pilates across multiple countries, overseeing brand strategy, customer acquisition, campaign planning, franchise support, and marketing operations. Achieved significant revenue growth and supported global expansion to 120+ studios.
Jetts Fitness
National Marketing Manager (2021 – 2024)
Managed national brand, growth, and customer strategies for Jetts Fitness, leading rebranding initiatives, club design refresh, and digital optimization. Achieved a 3% net member growth in the first month.
Amanda B Consulting
Marketing Consultant (2019 – 2021)
Provided marketing support to small businesses, focusing on campaign execution, marketing planning, and strategy development during a period of redundancy and COVID-19.
Red Rooster/Craveable Brands
Marketing Manager/Acting Head of Marketing (2017 – 2019)
Managed national advertising investment, revitalized Red Rooster's brand positioning, and led the launch of the Hellfire platform, resulting in increased sales. Played a key role during the CEO and marketing leadership transition period.
McDonalds Australia
Senior Brand Manager (2016 – 2017)
Developed growth strategies for McCafé, driving incremental revenue opportunities. Managed category strategies, integrated campaigns, and key agency relationships to maintain McCafé's relevance and growth.
Woolworths Supermarkets
Campaign & Creative Manager (2013 – 2016)
Led campaign initiatives supporting Woolworths' turnaround strategy, contributing to profit improvement and sales growth. Managed national campaigns, loyalty programs, and partnerships to enhance customer value perception.
Universal Music Group
Strategic Marketing Manager (2006 – 2013)
Achieved No.1 market share for the compilation division and built music social communities. Directed campaigns for top artists and releases, driving sales and chart success. Held various marketing roles in the entertainment industry prior to Universal Music Group.
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