Sonia Zuidema
Marketing Strategist
Senior marketing leader specialising in digital strategy and brand management with a proven track record of launching successful campaigns and driving
Summary
Sonia Zuidema is a senior marketing leader with experience in utilities, education, government, and tech industries. Specialising in digital marketing, brand strategy, and campaign optimization, Sonia is adept at launching new products, driving brand engagement, and leading marketing teams. She excels in multi-channel marketing, team leadership, and strategic planning. With a Bachelor of Business and additional courses in project management and UX design, Sonia is skilled in B2B marketing, marketing automation, content creation, and website redevelopment. Experienced in various CRM and CMS tools, digital platforms, and planning tools such as Salesforce, Pardot, Google Analytics, Hootsuite, and Monday. Sonia's work history includes roles as a Freelance Marketing Consultant, Senior Marketing Manager at CEDA, Brand Lead at Department of Transport and Planning, Marketing Manager at Education Services Australia, Digital Marketing Project Manager at Box Hill Institute Group, and Marketing Manager at Affinity HR & Payroll Software. Noteworthy achievements include launching successful marketing campaigns, improving SEO and website rankings, boosting social reach, increasing click-through rates, and generating significant revenue. Sonia is known for her strategic vision, hands-on approach, exceptional communication skills, and leadership abilities.
Experience
Freelance Marketing Consultant
Consultant (2025 - current)
Consulting for organisations in the B2B software and professional services sectors. Specialises in developing marketing strategies and plans, advising on digital platforms and tech tools, and delivering content and campaigns. Focuses on improving demand generation and optimising marketing performance.
Committee for Economic Development (CEDA)
Senior Marketing Manager (2022 - 2025)
Led, developed, and executed CEDA’s marketing strategy and key projects.
- Created marketing strategies and plans that launched brands, drove engagement, and increased lead generation and acquisition.
- Delivered multi-channel campaigns across digital, paid media, content, automation, and social platforms.
- Optimised digital channels, including paid ads, EDMs, customer journeys, and SEO.
- Developed automated, segmented lead-generation campaigns to boost engagement.
- Managed a team of marketing specialists.
Achievements:
- Launched CEDA Learning, a new B2B program generating $600K revenue from a $60K budget.
- Led a website brand refresh that improved SEO, boosted Google rankings, and reduced bounce rate by 20%.
- Built a digital reporting dashboard in Looker Studio for detailed campaign analytics.
Department of Transport and Planning (DTP)
Brand Lead (2020 - 2022)
Oversaw brand projects and campaigns, ensuring alignment with government advertising standards.
- Managed the $50M MAM’s campaign budget and approval processes with the Department of Premier and Cabinet.
- Supervised agency briefings, creative development, and stakeholder relationships.
- Provided brand governance support for TAC, MTIA, VicRoads, and Custom Plates.
Education Services Australia (ESA)
Marketing Manager - Digital (2019 - 2020)
Streamlined marketing operations and improved digital performance.
- Delivered B2B and go-to-market launch plans for ESA products and projects.
- Led a company-wide brand refresh, including strategy, creative, and execution.
- Managed and mentored a team of three marketing professionals.
- Introduced performance frameworks and optimised campaigns for engagement.
Achievements:
- Created reporting dashboards in Power BI and Google Data Studio.
- Boosted social reach by 23% across ESA channels.
- Increased e-newsletter click-through rates by 80%.
Box Hill Institute Group (BHIG)
Digital Marketing Project Manager (Contract) (2019 - 2019)
Led the redevelopment project for a new institutional website.
- Managed project timelines, budgets, and stakeholder engagement.
- Coordinated agency collaboration and testing for system integrations.
- Delivered content redevelopment aligned with SEO, SEM, and WCAG standards.
Achievements:
- Completed the project on time while managing 75+ stakeholders successfully.
Affinity HR & Payroll Software
Marketing Manager (2015 - 2018)
Managed multi-channel marketing strategy, digital marketing channels, brand development, content marketing, lead generation, stakeholder management, team leadership, and achieved significant ROI on marketing spend.