Tyson Mahon

SUNSHINE COAST, QLD [email protected] 0412 310 084 LINKEDIN.COM/IN/TYSON-MAHON-TM123

[01] PROFILE

Marketing and growth strategist who has shaped strategy for brands

discerning people already trust: Qantas, BMW, Lexus, Genesis, Johnnie

Walker and Jaguar Land Rover. From nation-building transformation in

Papua New Guinea to Cannes Lions-winning work for NRMA, I set the

strategy that moves whole businesses. I’ve consulted the whole way

through, across communications, business transformation, and sta! and

education transformation, and I’m a trusted adviser to high-net-worth

individuals, with venture capital backing and contacts. I open doors face

to face, then use automation, direct mail and creative flair to seal the deal.

I lead the strategy, and I’ll happily build it myself on a startup budget.

+55%

Performance from a targeted win-back that reversed a 30% year-on-

year decline (Qantas Frequent Flyer × Vodafone)

+20%

On forecast contribution from a reinvigorated Jaguar Land Rover partnership, plus $1.8M incremental revenue at Qantas

40+

Awards, including Cannes Lions and

D&AD, for NRMA’s Sloways

[02] WHAT I BRING

Strategy at the top table. Brand, customer value proposition and transformation strategy for Kina Bank, DataCo, ExxonMobil PNG, NRMA, Qantas Frequent Flyer and Johnnie Walker.

Relationship-led growth (ABM) C-suite and high-net-worth relationships, warm introductions through a venture capital and HNW network, and direct mail, automation and creative to close.

Luxury, premium and property Jaguar Land Rover (+20% on forecast contribution), Qantas, BMW, Lexus, Genesis, Johnnie Walker and Heineken, plus placemaking for Oliver Hume and Villawood. Membership, loyalty and lifecycle, Onboarding, win-back and retention for

Qantas Frequent Flyer, a two-sided ecosystem of 20M+ members and partner brands, plus

NRMA and Westpac.

Exclusive launches and partnerships Qantas Frequent Flyer × Samsung, PepsiCo

SnackBack, Johnnie Walker Black RTD, and Hyundai’s first performance EV.

Founder-side and hands-on Head of Marketing beside Knobby’s founders,

product innovation in health with Sing Out On Demand, and hands-on in Mailchimp,

segmentation and premium copy.

[03] EXPERIENCE INDEPENDENT CONSULTANT ONGOING

COMMUNICATIONS, TRANSFORMATION AND PRODUCT INNOVATION · SUNSHINE COAST AND SE QUEENSLAND, ALONGSIDE THE ROLES BELOW:

→ Consulted the whole way through my career across communications, business

transformation, and internal sta! and education transformation, advising founders

and leadership teams.

→ Trusted adviser to high-net-worth individuals, with venture capital backing and contacts.

→ Led product innovation in health, including Sing Out On Demand: a free, on-demand

→ Led product innovation in health, including Sing Out On Demand: a free, on-demand

service for carers and aged care homes supporting people living with dementia.

GROUP BUSINESS DIRECTOR · COLONY GROUP COLONY AGENCY PNG · BRISBANE AND PORT MORESBY

→ Led nation-building brand and transformation programs for Kina Bank, DataCo

(PNG’s equivalent of the NBN) and ExxonMobil PNG.

→ Managed senior client and C-suite relationships across the group’s key accounts.

AUG 2026 – OCT 2026

HEAD OF MARKETING AND CREATIVE · KNOBBY SEP 2025 – FEB 2026

AUSTRALIA, HYBRID

→ Led brand, growth and creative end to end, partnering directly with the founders

to drive commercial outcomes.

→ Delivered a record Q2 and built the Live Hard brand platform, now in market.

→ Built messaging frameworks grounded in segmentation to lift conversion and retention,

and set channel strategy across paid, owned and earned.

GROUP BUSINESS DIRECTOR · LEO BURNETT JUL 2024 – JAN 2025

CONTRACT · SYDNEY

→ Led a multidisciplinary team across creative, media, PR and digital for Diageo and Superloop,

including Superloop’s most successful brand campaign to date, with record acquisition.

→ Defined a new customer value proposition for Johnnie Walker to shape its CRM and loyalty

programs, and launched Johnnie Walker Black RTD while protecting its premium credentials.

→ Rebuilt Bundaberg Rum’s community strategy across social, digital and owned

channels, lifting repeat subscribers.

GROUP BUSINESS DIRECTOR · INNOCEAN AUSTRALIA SEP 2023 – MAR 2024

CONTRACT · HYUNDAI AND GENESIS AUSTRALIA

→ Led account service, campaign delivery and CX for Hyundai and Genesis, with

a team of eight.

→ Launched Hyundai’s first performance EV and hybrid range, contributing to record

Q4 and Q1 sales.

→ Introduced new CRM and brand experience o!erings.

BUSINESS LEAD · AKCELO SEP 2021 – SEP 2023

PEPSICO, LION, HCF, CHARTERED ACCOUNTANTS - SYDNEY

→ Grew the PepsiCo partnership across six core brands, and launched SnackBack, the first

FMCG loyalty platform of its kind in Australia, which won global recognition within PepsiCo.

→ Led PepsiCo’s Better For You campaigns (Simply, Popcorners, Bubbly), performing

above forecast in Coles and Woolworths.

→ Agency village lead for Lion, leading omnichannel brand strategy and activation

across James Squire, XXXX, Furphy, Little Creatures and Heineken.

SENIOR BUSINESS DIRECTOR · CHE PROXIMITY FEB 2020 – SEP 2021

NRMA (IAG) · SYDNEY

→ Delivered NRMA’s onboarding CX program, the most integrated and transformative

onboarding experience of any IAG brand, improving first-touch retention through

journey mapping, service design and personalisation.

→ Co-led Sloways, a regional road safety network and content ecosystem that won

40+ awards, including Cannes Lions and D&AD.

MARKETING MANAGER · QANTAS FREQUENT FLYER APR 2017 – FEB 2020

SYDNEY

→ Led strategic partnerships across telco, automotive and tech for 20M+ members,

including the program’s first electronics partnership, with Samsung: 10% above ROI ncluding the program’s first electronics partnership, with Samsung: 10% above

media benchmarks and ahead of acquisition forecast.

→ Reversed a 30% year-on-year decline in Vodafone post-paid uptake with a targeted

win-back (+55%), reinvigorated the Jaguar Land Rover partnership (+20% on forecast

contribution), and generated $1.8M in incremental revenue.

SENIOR BUSINESS MANAGER · M&C SAATCHI SYDNEY

→ Co-led the integration of brand and CRM for Freedom Furniture, launching its

first unified marketing platform.

→ Delivered seasonal and brand campaigns for Lexus and Fairfax across ATL, digital

and in-store.

APR 2016 – APR 2017

BUSINESS MANAGER · DDB GROUP AUSTRALIA MAR 2014 – APR 2016

MELBOURNE AND SYDNEY

→ Worked in the RAPP/DDB integrated team on Westpac credit card acquisition and

lifecycle: personalisation, complex customer journeys and campaign orchestration.

→ Delivered local area marketing for Westpac branches and through-the-line campaigns

for BWS.

EARLIER CAREER

→ Badjar Ogilvy: BMW.

→ Vive Group: placemaking for property developers including Oliver Hume and

Villawood, building communities around new places.

[04] ALSO

TYSON MAHON FORMER NATIONAL-LEVEL TRIATHLETE ↗

AIS and VIS scholarships, 40+ national titles and a world record. I bring the same

discipline, coaching and scoreboard thinking to every team I work with.