Rhiannon Vines
Chief Marketing Officer
Growth Marketing & Strategy | Digital Transformation | Marketing Leadership | Start-Ups
Summary
Results-driven business leader with 25+ years of experience in strategic marketing, digital/eCommerce, and corporate growth strategies. Proven track record in brand management, digital transformation, and leading cross-functional teams to drive measurable success—including scaling businesses and delivering more than 300% growth in revenue and turnover. Experienced in both B2B and B2C marketing across various industries.
✔ Innovative Problem-Solver – Thrive on tackling complex challenges with creative, outside-the-box strategies that expand market reach.
✔ Digital & eCommerce Pioneer – Deep expertise in digital development, social integration, and building high-converting marketing funnels (hands-on experience in platform development since 2014).
✔ Execution-Oriented Leader – From "green field" brands to established businesses, I architect strategies that deliver growth—focusing not just on the "big picture" but the critical details that drive long-term success.
✔ Industry-Agnostic Thinker – Bring fresh perspectives from diverse sectors to disrupt competitive markets and revitalise brands.
✔ High Performance, High Joy Leader – Results driven team leadership through collaboration, humour, and a "no ceilings" mindset. Creating Clarity and Trust through setting bold visions and targets, then giving teams the autonomy to run farther.
✔ Tech Enthusiast - Harness cutting-edge technologies to drive growth and efficiency: Expert in leveraging AI-powered tools and analytics, marketing automation, CRM platforms, and predictive modelling to optimise campaigns, personalise customer journeys, and maximise ROI.
Experience
Mettle Marketing
CMO (2025 - 2025)
- Fractional CMO/Owner of Mettle Marketing
- B2B and B2C marketing strategy development.
DuluxGroup / Lincoln Sentry
Marketing and Innovation Director (2019 - 2022)
Executive Leader | Strategic Marketing | Digital Strategy & Transformation
- ELT member and member of the DuluxGroup Executive Marketing Leadership team reporting to the Executive GM and Global CMO for DuluxGroup.
- Marketing Strategy development across B2C and B2B sectors across 26 locations Australia Wide.
- Strategy development across PC&C, Product Category, Supply Chain and Sales.
- Leadership of 4 Senior Marketing Leaders, located across Australia, plus agency partnerships.
- Full P&L responsibility - forecasting and management of marketing and innovation budget.
- Brand Strategy and Development including private labels along with ATL, BTL and TTL tactics for more than 150 brands.
- 4 Year Digital Innovation/Transformation project with a full end to end audit of all technical systems in the business to provide recommendations for digitisation. Project to deliver $10M in revenue + efficiency gains and resource redeployment.
- Sales Conversion via digital channels - increasing sales and service experience via omni-channel strategies, including marketing automation, CRM implementation, social and Google.
- Leadership of first AI machine learning initiative to predict customer churn, demonstrating data driven decision making across DuluxGroup.
- Employee Value Proposition development and communications framework.
- Customer Value Proposition development and communications framework.
- Sales Conversion via digital channels - increasing sales and service experience via omni-channel strategies. Including marketing automation, CRM implementation, geotargetting and fencing, social media etc
- Market Research lead across Macro Trends and Consumer Insights, Voice of Customer research/NPS and Industry trends.
- Customer Journey mapping - full end to end process to refine and improve customer experience.
- Delivery of Safety and Sustainability targets and KPIs through initiatives across the business.
RDO Equipment Australia Pty Ltd
Group Marketing Director (2019 - 2022)
Executive role for start-up business for RDO Equipment/John Deere Construction - Greenfield brand establishment and market launch for Australia.
- B2B and B2C Marketing Strategy development for John Deere Ag & Turf, Construction & Forestry and Vermeer in Australia through RDO Equipment & Vermeer Australia Dealerships.
- Reporting to the CEO and Board.
- Consultation, omni-channel strategy and advice across 3 businesses with 29 locations nationally.
- Leadership of 6 team members, plus multiple agency partners and contractors with some of the highest employee engagement results.
- Strategy and planning with OEM's - John Deere, Vermeer, Stihl, Gino and 45 other leading brands.
- Full Digital Strategy - including omni-channel strategy for marketing automation, data & insight capability, e-commerce & social media for sales/revenue optimisation and generation.
- Brand development including ATL, BTL and TTL tactical plans.
- Local Area Marketing strategy and plan implementation.
- Full P&L Management
Australian Organic Ltd
National Marketing & Comms Manager (2017 - 2018)
- Industry advocacy role for a Not-for-Profit, reporting to the Board and leading strategic communication plans to promote the organic agenda and engage stakeholders.
- Marketing Strategy to engage government, members, certifiers, industry associations, farmers and consumers.
- Managed cross-functional teams to create high-quality content across various platforms and executed a digital marketing strategy encompassing social media and EDMs.
- Developed industry reports, including the Australian Organic Market Report, and negotiated sponsorships and collaborations to support advocacy efforts.
Sway Marketing & Corporate Momentum
Senior Marketing Consultant (2014 - 2019)
- Fractional CMO, delivering comprehensive marketing services, including strategy development, brand positioning, performance and content marketing, and event management for a diverse client base.
- Led project execution from customer research and brand development to website creation (Wordpress), omni-channel strategies, and competitive analysis.
- Customer acquisition strategies through digital marketing (SEO, CRO, SEM, EDM) and Ecommerce strategies, and collaborated with agencies on advertising to maximize brand reach and engagement.
Redpath Australia Pty Ltd
Head of Marketing & Communications (2008 - 2009)
- Executive leader reporting to the CEO, providing marketing consultation and advice to the company on a global level, developing multi-market strategies across AU, NZ, Canada, PNG, Indonesia and Africa.
- Australian Greenfield brand and developed Global brand strategy.
- Developed and implemented branding strategies, including traditional and digital marketing, events including speaking engagements, and major sponsorships in collaboration with organisations like BHP Billiton and Rio Tinto to increase brand awareness and engagement.
- Led tendering review and engagement strategy to increase project win/lose ratio.
- Managed marketing budget(s), including preparing forecasting, annual budget, for both AU and global business.
- Led digital marketing - increased engagement across social platforms utilising content strategy featuring business initiatives and projects wins.
Lead and mentored local and international marketing teams aligned to business objectives.
- Developed and executed communication training program for supervisors to improve site employee engagement.
- PR and Communications plans including new projects announcements, new mining methods, safety news and crisis management plan.