Renee Smith

Senior executive reporting to President, leading brand, marketing and customer strategy across five brands within a $500M manufacturing organisation across Australia and New Zealand.

Commercial Impact

• Elevated Godfrey Hirst from #2 to #1 brand awareness position, increasing awareness 14% to 19% while competitor average remained flat

• Delivered +10% revenue growth across independent and small-mid dealer channel ($77.6M to $85.5M)

• Expanded retail footprint 117% (554 to 1,204 placements), accelerating national distribution scale

• Increased high-intent demand signals:

o Residential sample orders +45% / Commercial sample orders +57%

o Store locator engagement +53% / Contract rep enquiries +63%

• Achieved 55% increase in organic conversions and 248% growth in paid reach while reducing cost per conversion 14.7%

• Reduced production costs 15–20% and redeployed budget into performance media to strengthen market penetration

• Grew digital audiences +21% residential / +52% commercial

• Outperformed competitors’ awareness growth despite ~8% industry decline

Strategic Leadership

• Architected multi-brand positioning and category strategy across residential and commercial segments

• Modernised marketing systems, structure and capability across AU/NZ

• Led sustainability, CX and digital transformation initiatives

• Unified brand architecture and messaging across portfolio

Led global marketing and customer strategy across three brands during a major enterprise-wide brand architecture transformation supporting Group’s $1B growth ambition.

Commercial Impact

• Scaled global customer ecosystem to 800K+ database, strengthening acquisition, retention and lifecycle revenue

• Launched new categories across global markets, including beauty, jewellery and travel, unlocking incremental revenue opportunities and diversifying growth streams

• Led global CRM strategy generating 80%+ digital revenue contribution and strong engagement performance (18%+ OR / 2%+ CTR)

• Strengthened global growth trajectory through integrated demand generation across digital, retail and brand channels

Strategic Leadership

• Led the first multi-brand ecosystem restructure in 25 years, unifying three brands under a single global architecture

• Directed global rollout of loyalty platform across 7 brands / 5 regions / 1,500 stores

• Led global marketing function across team of 68, achieving 82% engagement (+6pts above company median)

• Directed major partnerships including AFLW and sustainability platform “The Good.”

Scaled brand globally from $150M to $350M revenue, transforming it into a digitally driven international growth brand.

Commercial Impact

• Built complete eCommerce ecosystem, increasing online revenue contribution from <5% to ~20% of total sales

• Accelerated digital revenue growth 80%+ and delivered ~20% YoY growth, doubling sales during tenure

• Increased AOV from <$30 to $50+, lifting performance from materially below benchmark toward competitive fast-fashion range

• Strengthened customer lifetime value through engagement, retention and loyalty optimisation (22%+ OR / 3%+ CTR)

• Expanded database to 200K+ customers

• Supported international expansion across US, Asia, and South Africa

Strategic Leadership

• Designed global digital growth architecture adopted across markets

• Launched new product categories including maternity, extended sizing and recycled ranges aligned to emerging consumer demand

• Led cross-functional team of 24 across marketing, eCommerce and creative

Selected Achievements

• Repositioned brand from functional tech → lifestyle brand

• Delivered global campaigns across AU, UK, US and Asia

• Strengthened retail and international presence through unified messaging

Strategic growth consultancy advising founders, CEOs and leadership teams across fashion, lifestyle, action sports and sustainability-led brands.

Commercial Impact

• Delivered cumulative portfolio performance including:

+20% Average Order Value (AOV)

+10% conversion uplift

+13% Customer Lifetime Value (LTV) growth

10% marketing cost reduction

8% cross-brand efficiency gains through shared platform leverage

• Increased revenues 30% in first quarter for Popcorn Creative through diversification and new client acquisition strategy

• Drove 200% sales growth over two years for Insted (European adventure brand) through retail expansion and repositioning

• Built Pan-European distribution and ambassador platform for Choclo Project, winning the ISPO 2012 New Brand Social Awareness Award

• Launched and scaled sustainable women’s brands including Ceres Life, delivering 20K Instagram followers in 20 weeks during peak COVID

• Expanded brand engagement, loyalty and influencer strategies across multiple emerging Australian fashion labels

Strategic Leadership

• Designed scalable brand architecture and customer experience frameworks across digital, retail and wholesale

• Led international market expansion strategies across AU, UK and Europe

• Directed integrated campaigns spanning content, PR, partnerships, experiential and digital

• Advised Boards and executive teams on positioning, growth architecture and category expansion

Selected Brand Partners

Freecaster • Ena Pelly • Cristina Re • Ceres Life • Choclo Project • Insted • Popcorn Creative • CMS Media

Selected Achievements

• Increased European sales 40%

• Expanded distribution across 12 countries

• Led pan-European sponsorship and experiential campaigns

Executed national launch campaigns for UK’s largest loyalty program in partnership with Debenhams, Sainsbury’s, BP and Barclaycard.

photography, creative partnerships and media planning to elevate brand perception and customer engagement.

Selected Achievements

• Delivered omni-channel customer experience strategy increasing AOV to >$120

• Supported global brand repositioning and modernisation through integrated communications and retail strategy

• Led agency, creative and media teams to execute seasonal campaigns aligned to growth objectives

Advertising Manager – Lincraft 1999 – 2000

Led national campaigns across print, POS, catalogue and broadcast.Led national advertising campaigns across catalogues, print, radio, POS and in-store promotions

Selected Achievements

• Developed Crew Valued Member programme increasing purchase frequency to 4+ visits per year through targeted CRM and experiential activations

• Implemented integrated customer communications strategy improving retention and store engagement

Directed regional marketing and retail activation during high-growth Olympic period.

Selected Achievements

• Expanded national retail distribution to 500+ doors ahead of Olympic period, significantly increasing market reach.

• Increased AOV from $65 → ~$100 through brand positioning, sales strategy and product mix optimisation.

• Successfully expanded distribution of Chrono and Irony ranges, reaching new audience segments.

Led national campaigns across print, POS, catalogue and broadcast.Led national advertising campaigns across catalogues, print, radio, POS and in-store promotions

Selected Achievements

• Developed Crew Valued Member programme increasing purchase frequency to 4+ visits per year through targeted CRM and experiential activations

• Implemented integrated customer communications strategy improving retention and store engagement