lee siefken marketing & sales director - travel, tourism & entertainment
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LEE SIEFKEN
A SELECTION OF PROFESSIONAL ACCOMPLISHMENTS
SALES & MARKETING DIRECTORGLOBAL DESTINATION, TRAVEL, ENTERTAINMENT & BRAND SPECIALIST
SUCCESSFULLY TRANSFORMING THE LOCAL BUSINESS TO EXCEED ANNUAL ADMISSION,
ROOM NIGHT & REVENUE GOALS WITHIN BUDGET. ULTIMATELY RECLAIMING THE
POSITION AS THE #1 INTERNATIONAL MARKET OUTSIDE NORTH AMERICA FOR DISNEYLAND
RESORT IN CALIFORNIA, AND A TOP 10 INTERNATIONAL MARKET FOR WALT DISNEY
WORLD RESORT IN FLORIDA
DESIGNED & EXECUTED THE AUSTRALIA & NZ MARKETING &
SALES STRATEGY FOR WALT DISNEY PARKS & RESORTS
PORTFOLIO OF DESTINATIONS
DEVELOPED A WORLD-FIRST STRATEGIC MEDIA PARTNERSHIP
BETWEEN TWO PRESTIGIOUS TRAVEL BRANDS
SPANNING TV, CINEMA, ONLINE, PRINT, SOCIAL & PR
THROUGH THIS PARTNERSHIP, LEVERAGED EXISTING OWNED & BOUGHT MEDIA TO TRIPLE TOTAL MEDIA
VALUE & NOISE WITH NO INCREMENTAL COST. ULTIMATELY STIMULATING SALES GROWTH OF
+13% YOY DURING CAMPAIGN PERIOD (WHERE INDUSTRY TREND WAS +4% YOY)
CREATED A GROUND-BREAKING OMNI-CHANNEL PUBLIC RELATIONS CAMPAIGN FOR AN EXCITING NEW DESTINATION EVENT LAUNCH
CONNECTING WITH AUSTRALIA’S LEADING ONLINE, SOCIAL & TRADITIONAL MEDIA INFLUENCERS. GENERATING OVER $1.8 MILLION MEDIA VALUE WITH A PR INVESTMENT OF $105K. DOUBLING FORECAST SALES OVER PROMOTION PERIOD
SECURED COVETED PRIME TIME MEDIA EXPOSURE THROUGH GREAT TOURISM PARTNERSHIPS
WITHIN A 12 MONTH PERIOD, SUCCESSFULLY SECURED SPECIAL BROADCASTS OF SUNRISE FROM WALT DISNEY WORLD & TODAY SHOW FROM DISNEYLAND THANKS TO STRONG RELATIONSHIPS WITH LOCAL TOURISM BODIES, TRAVEL WHOLESALERS & RETAILERS. DELIVERING MEDIA EXPOSURE VALUED AT EST $1.1M FOR REAL COST OF $52K
INTERNATIONAL LEADERSHIP
UNDER MY LEADERSHIP AUSTRALIA BECAME FIRST INTERNATIONAL MARKET TO LAUNCH
WALT DISNEY WORLD’S INNOVATIVE MY MAGIC+ GUEST EXPERIENCE , LEVERAGING THIS NEW
PRODUCT TO ACHIEVE RECORD ADMISSION & ROOM NIGHT REVENUE GROWTH FROM
ANZ GUESTS VISITING WALT DISNEY WORLD
LED THE CREATION & EXECUTION OF WALT DISNEY PARKS & RESORT’S ANZ
ONLINE & SOCIAL MEDIA STRATEGY
SUCCESSFULLY NURTURING A COMMUNITY OF HALF A MILLION AUSTRALIANS ACROSS ALL
MAJOR SOCIAL MEDIA PLATFORMS. EXCEEDING REACH, ENGAGEMENT & CONVERSION TARGETS
CREATED A DYNAMIC, INFLUENTIAL CONSUMER CRM STRATEGY THAT LEVERAGED LOCAL & GLOBAL DATA RESOURCES
BUILDING A POWERFUL & PERSONAL CONNECTION WITH OVER 200K ANZ CONSUMERS, NURTURING THE RELATIONSHIP TO UNCOVER NEARLY $1 MILLION INCREMENTAL REVENUE
DESIGNED POWERFUL, INNOVATIVE CONTENT STRATEGIES & SOLUTIONS
FOR MULTIPLE TRAVEL & ENTERTAINMENT BRANDS
FORGING AUTHENTIC, PERSONAL, VALUABLE & LOCALLY-RELEVANT RELATIONSHIPS WITH EXISTING &
NEW CONSUMERS THROUGH GREAT CONTENT. STIMULATING POSITIVE & PROFITABLE BEHAVIOUR
FOR THESE BRANDS & THEIR PARTNERS
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©2015 DISNEY WaltDisneyStudiosAUNZ #Cinderella Disney.com.au/Cinderella
Cinderella_NIdeaWIN 2015-02-25T11:32:48+11:00
The Captain’sGetaways
ALSO IN THIS EDITION Queensland / Fiji / South Australia
A N D L O A D S M O R E I N S I D E
VEGAS NIGHTS
JUNE 2015
DISNEYLAND CELEBRATES ITS ANNIVERSARY
THE BIG 60!
AN INSIDE GUIDE FROM HUMAN NATURE
© Disney
CONTENT IS KING CONTENT IS KING
HELLOINNOVATIVE
CO-OP PARTNERSHIP
DESIGNED & NEGOTIATED A NEW NATIONAL CO-OP & ADVERTISING PROMOTION MODEL WITH A LEADING TRAVEL WHOLESALER
THE PROMOTION & NEW-MODEL DELIVERED RECORD SALES OF +26% YOY DURING THE CAMPAIGN PERIOD
IDENTIFIED A NEW DISTRIBUTION CHANNEL & MODEL WITHIN ANZ MARKET FOR A GLOBAL DESTINATION
WORKING IN COLLABORATION WITH INTERNAL & EXTERNAL STAKEHOLDERS TO ESTABLISH THE NEW CHANNEL & MODEL SUCCESSFULLY CONTRIBUTING INCREMENTAL 7.5% IN REVENUE ANNUALLY
PIONEERED A NATIONAL TRAVEL AGENT TRAINING &
LOYALTY PROGRAM
CONNECTING DIRECTLY WITH OVER 7,000 LOCAL TRAVEL AGENTS. LEVERAGING A CRM SYSTEM,
EVENTS, ONLINE, TRADE MEDIA, TRAINING PROMOTIONS & INCENTIVES TO ENGAGE &
CONVERT AGENTS. THE PROGRAM ON TRACK TO CONTRIBUTE INCREMENTAL 4% IN REVENUE
CREATED A WORLD-FIRST LIVE EVENT, EXCLUSIVE MERCHANDISE RANGE AND DYNAMIC PUBLIC RELATIONS CAMPAIGN TO LAUNCH A
NICHE ENTERTAINMENT BRAND IN AUSTRALIA
LEVERAGING A HUMBLE MARKETING BUDGET OF $50K
WITHIN 12 MONTHS, ANZ WAS THE #1 INTERNATIONAL MARKET FOR THE BRAND. WHILE THE LIVE EVENT & MERCHANDISE SOLUTION BECAME A WORLD’S BEST PRACTICE WHICH WAS
ROLLED OUT INTO THE USA, EUROPEAN, LATIN AMERICA & ASIA MARKETS
REPOSITIONED & REVIVED A MATURE EVERGREEN FRANCHISE IN DECLINE, TO RECLAIM POSITION AS #1 GIRLS FRANCHISE IN AUSTRALIA AND GROWTH OF +5% YOYINSPIRED BY CONSUMER RESEARCH AND SOCIAL MEDIA INSIGHT, CREATED AN IMMERSIVE TRANS-MEDIA PROMOTION SPANNING NATIONAL CINEMAS, MASS-RETAIL, ONLINE, AND SOCIAL. THE PROMOTION BECAME A BEST-PRACTICE, AND WAS ADOPTED BY USA & LATIN AMERCIA MARKET
UPON TAKING ON A $7 MILLION DIVISION I WAS CHALLENGED TO GROW THE BUSINESS TO
$10 MILLION ANNUALLY IN 2 YEARS.
THROUGH STRATEGIC SALES CHANNEL & PROMOTION PLANNING, I NURTURED THE BUSINESS TO $11.7 MILLION IN 12 MONTHS
WHILE INCREASING PROFITABILITY BY 2.8%
SMASHED SALES HURDLES WHILE INCREASING
PROFITABILITY
SPEARHEADED THE LAUNCH OF A NEW DIGITAL PUBLISHING
BUSINESS MODEL
CONTRIBUTING INCREMENTAL REVENUE TO THE TOTAL BUSINESS, ULTIMATELY STEERING THE
BUSINESS TO YEAR ON YEAR GROWTH IN A DECLINING INDUSTRY
LET’S CONNECT CONTACT ME FOR A COFFEE
linkedIN/leesiefken
lsiefken@gmail.com
0468 852 851
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