Renee Smith

Senior executive reporting to the President of Mohawk Industries’ Oceanic subsidiary, the world’s largest flooring company. Responsible for brand strategy across five leading residential and commercial brands, with operations spanning 4 manufacturing facilities, 3 yarn processing plants, 10 distribution centres and 14 sales offices in ANZ. Led strategic brand positioning, growth initiatives, and market competitiveness while embedding sustainability and corporate responsibility. Championed reinvestment in people and communities to deliver long-term value. Active contributor at C-suite level, balancing heritage with innovation to drive sustainable growth.

Led customer experience, marketing, and brand strategy for three brands globally, across retail, digital, and wholesale, targeting $1B sales. Delivered global brand architecture, multi-brand positioning, and digital CRM strategies generating >80% digital revenue and a database of 800K+. Launched new categories in jewellery, beauty, and travel. Built high-performing team of 68 and transformed community engagement via sustainability platform ‘The Good’ and AFLW partnerships.

Directed global marketing and eCommerce, scaling the business to $350M with consistent YoY growth >20%. Led team of 24 and developed new categories including maternity, extended sizing, and recycled apparel. Delivered integrated CX campaigns globally and expanded brand presence across multiple markets. Built customer loyalty through CRM-driven content, growing database to 200K and achieving >80% digital sales.

Directed global brand repositioning, marketing, and communications across 41 countries. Established new brand DNA and executed integrated campaigns across PR, digital, packaging, and retail. Managed team of 15 and positioned the business as a global lifestyle technology brand.

Founder of a strategic brand and marketing consultancy serving fashion, lifestyle, action sports, and outdoor brands across Europe and Australia. Partnered with emerging and established businesses to deliver customer experience, brand growth strategies, influencer campaigns, and loyalty programs. Key client achievements include Ena Pelly (customer experience model, loyalty program, market expansion, influencer strategy); Cristina Re (brand and social marketing strategy); Ceres Life (values-led marketing, 20K Instagram growth in 20 weeks, recognised as top emerging brand during Covid-19); Choclo Project (award-winning ethical apparel brand, international distribution, ISPO New Brand Social Awareness Award).

Led pan-European marketing and retail strategy for the action sports brand, increasing revenues by 40% and expanding brand presence across 12 countries. Designed and delivered a large-scale experiential film tour, producing 37 events with sponsorship from Nokia and Canon. Directed event production, sponsorship management, and media partnerships to strengthen brand positioning in the European action sports market.

Planned and executed the £600K national launch campaign for the UK’s largest-ever loyalty program. Directed integrated advertising, in-store, and digital strategy across multiple channels. Ensured successful delivery of the campaign, driving mass awareness and adoption.

Directed global rebrand and omni-channel customer experience, modernising an iconic Australian brand. Developed marketing communications strategy across retail, digital, and wholesale in line with growth objectives. Managed internal and external creative teams, executing seasonal campaigns in Australia, USA, and Singapore. Delivered cohesive omni-channel experiences that strengthened global brand positioning.

Directed retail and digital marketing strategy for the national craft and homewares chain. Developed seasonal campaigns, in-store promotions, and customer experience initiatives aligned with corporate objectives. Strengthened brand messaging across advertising, POS, and digital while managing agency relationships and campaign budgets.

Developed and executed marketing strategy for Swatch in the lead-up to the Sydney 2000 Olympics, driving significant brand visibility and retail expansion. Delivered promotional campaigns including celebrity endorsements, TV placements, and experiential activations. Oversaw launch of flagship Darling Harbour store and strengthened wholesale and retail presence nationally.

Marketing Coordinator, Marketing Assistant, gaining foundational experience across Sportsgirl, Sportscraft, and David Lawrence. Directed PR and promotional strategies, delivering high-profile events including Melbourne Fashion Festival runway shows with Christy Turlington and Claudia Schiffer. Developed the Fashions on the Field sponsorship for David Lawrence, securing national media coverage. Launched Privilege loyalty programs to increase customer spend and long-term brand loyalty, alongside initiatives such as Sportsgirl Career Week, rolled out nationally to engage youth audiences and boost brand visibility.