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

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