When it comes to strategic thinking, Rachelle McDermott has fostered a science-led approach that continues to deliver growth for Australia’s leading natural health company.
In her role as Blackmores Marketing Manager Integrated Communications, McDermott saw the opportunity to better leverage data to inform strategic choices. This led her to develop a new process, putting a stronger focus on data and analytics from both first and third party sources to understand consumer trends and identify problems. McDermott coupled this with the Blackmores Innovation “Game Changer” framework to ideate, experiment and build solutions to consumer problems. Together these guidelines for strategic thinking have driven proven results with ongoing growth across key brand metrics.
McDermott also capitalised on Blackmores’ rich data to lead the development of a new optimised and hyper-targeted paid media strategy known as “Communities of Interest” (COI). This focuses on enabling Blackmores to reach segments of people that are high-value, but too small for above-the-line campaigns.
While getting into the detail of specific metrics is fruitful for some areas, when it comes to reporting on the overall success of an integrated team it can often be challenging. McDermott saw the need to create an inclusive metric to capture collective results, so in 2019 she rolled out a new metric to Blackmores called Active Relationships. This captures alignment to strategy, cost of execution and creative quality in one number and provides Blackmores senior marketing leaders with the ability to make more effective decisions on future activity and budget allocations.
Always keen on embracing new technology, McDermott was also instrumental in the development of the Blackmores Voice Action (Alexa and Google) product. The voice action was first-to-market in Blackmores competitive set and puts the brand in a unique position to capitalise on further developments as voice technology evolves to incorporate commerce opportunities in the future.
McDermott is passionate about bringing innovation to the table, and outside of leading her team to success she champions the “Game-Changers” framework across the business by running ongoing workshops to educate and inspire all employees.
Culture-leading publisher Highsnobiety continues to evolve its local operations with the appointment of Citizens of Culture as its strategic partner across media operations within Australia. Highsnobiety is a premium global brand dedicated to cultural pioneers, with work spanning across digital platforms, print media, documentaries, cutting edge events, a shopping platform and a full service creative […]
An investigation by British broadcaster ITV has found that Amazon is destroying millions of items in unsold or returned stock. The report specifically focuses on one of the 24 warehouses the company has in the UK. According to ITV News, the destroyed items are largely unused and new, either returned items or those which never […]
Australian fashion brand Witchery has partnered with B Corp GlamCorner as part of GlamCorner’s subscription box offering as the demand for everyday essentials soars. This partnership marks another milestone for the Australian fashion industry towards becoming more circular and introducing more paths to reduce textile waste. Customers nationally will be able to rent more of […]
The media, marketing and creative industries are being encouraged to host their own ‘Curry Club for COVID’ before 30th June to help meet the ambitious $100k target set by its organisers. Curry Club for COVID, which was conceived by long-time adtech executive Peter Bray, sales director at Impact, and is powered by industry social purpose organisation […]
The UnLtd Cup is returning for its tenth consecutive year, marking a decade of soccer shenanigans that’s raised nearly $500,000 for children’s mental health charity, KidsXpress. On July 22-23rd, 28 teams from across the industry will battle it out on the soccer field in the two-day tournament at Sydney University Sports and Fitness Centre, Darlington. […]
Australian-bred company Ultra Commerce has acquired New Zealand-based company Vesta eCommerce, a global software business providing leading product data management solutions. The recent acquisition is a significant move for the business, which is Australian born, owned, and headquartered, but has built out a global presence as it pursues rapid growth in the eCommerce market. Connecting […]
Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. The campaign aims to bring awareness to Canteen’s […]