Sonia Shillington

Founder and principal consultant providing independent marketing strategy, growth advisory and hands-on execution support to founder-led and established businesses across B2B and B2C markets.

Review marketing strategy, channel effectiveness, customer acquisition and commercial performance to identify growth opportunities and areas of underperformance.

Assess brand positioning, target audiences, customer journeys and marketing investment to develop commercially grounded recommendations.

Develop integrated lead generation strategies across digital advertising, organic channels, content, CRM and local-market activity.

Work directly with business owners and leadership teams to understand commercial objectives, sales processes and operational constraints.

Translate research, performance data and customer insights into practical marketing plans, prioritised actions and measurable growth objectives.

Support implementation, campaign optimisation and reporting to improve marketing efficiency and commercial outcomes.

Senior agency leader responsible for marketing strategy, client growth and campaign performance across a diverse portfolio of established businesses and growth-stage brands.

Led strategic reviews of client marketing activity, identifying opportunities to improve market positioning, channel performance and customer acquisition.

Analysed campaign results, audience insights and market conditions to guide marketing investment and optimisation.

Directed integrated marketing programs across paid media, digital, creative, content and customer engagement channels.

Worked closely with business owners and senior decision-makers to challenge assumptions, evaluate performance and recommend practical improvements.

Established campaign analysis and optimisation frameworks to improve accountability, efficiency and return on marketing investment.

Translated complex business challenges into clear strategic recommendations and executable marketing plans.

Grew the agency from 2 employees to 12 employees within 24 months, reflecting growth of key accounts and new clients onboarded.

Stabilised and rebuilt marketing function in a multi-brand organization. Built marketing capability, led parent company rebrand, established marketing operations, governance, and prioritisation models. Partnered with founders for workforce engagement strategies.

Led domestic and international marketing strategy for Noosa region, driving record visitation and economic impact. Developed annual marketing strategy, led digital transformation, and maintained relationships with stakeholders. Provided executive creative leadership and led a multidisciplinary team.

Led marketing and customer experience for the Southern Hemisphere's largest Mercedes-Benz dealership, driving customer acquisition, market share and commercial performance in a highly competitive, high-value automotive category.

Increased lead generation by 30% while delivering a 20% marketing budget underspend, improving marketing efficiency and return on investment.

Won Marketer of the Year in 2018, the first time a dealership in QLD has won the Marketing Star Award.

Contributed to achieving Brisbane's #1 luxury automotive market share through targeted acquisition, brand positioning and customer engagement strategies.

Led digital marketing transformation, strengthening the effectiveness of marketing channels and customer acquisition activity.

Developed integrated campaigns supporting the complete customer journey, from initial brand consideration and enquiry through to showroom engagement and purchase.

Strengthened customer experience across digital and physical retail touchpoints to support conversion, loyalty and long-term customer value.

Worked across marketing, sales and customer experience functions to align commercial priorities and improve the customer journey.