HELLO! I AM A PASSIONATE AND HIGHLY ENGAGED LEADER IN THE FIELD OF BRANDING AND BUSINESS STRATEGY.
Supporting others on their journey is core to my personal values and purpose, which is why I have developed a business supporting entrepreneurs, charities, and professionals to develop and grow their business idea.
Where will my expertise and your vision take your business?
Let's find out.
SERVICES AND PRICING.
Sharing the experience I have gained through 20 years of working in Brand and Product Marketing for both Global and Local brands, established businesses and startups, fills me with great pleasure and provides my clients with clear and well developed plans. The services I offer are focused on growing your business through business development strategies or targeted branding strategy which will enable you to focus in on your target market, be that a new market segment
or gaining market share in your current space.
- Collaborative development of your business strategy, aligning an exciting and compelling brand strategy for your new and emerging business idea
- Refreshing and refining your brand position to support a new business direction or acquisition
- Defining a purpose and vision for your brand, in line with your consumer and their needs
- Clarifying the consumer problem to support the creation New Business Growth Opportunities
- Developing internal communication tools to ensure the whole organisation is evangelising a new direction
- Providing expert advice and support in; Physical Product Ideation and Development, Packaging Design, Digital Design, Company Branding, Internal & External Comms and Personal Branding
Well it’s a good mix of old and new. Traditional Retailers, Cultural Icons and Start-Up Innovators. I have worked for some incredible companies, each of them has provided me with new and diverse experience, from setting up a new category in Nike (Running Accessories) to the rebirth of an Australian Icon (Holeproof Explorer). Most recently at Redbubble.com through the IPO phase, developing their product portfolio and onsite experience. Personal Projects include developing a brand for a well regarded AFL player, the development and launch of his own product, managing the online store, production and supply of the product.
GET IN TOUCH.
General Manager Products
Redbubble is an online marketplace where designers and artists can sell their work to creative consumers around the world. The vast range of product and art combinations enables anyone to easily “find their thing”.
As GM of Products at Redbubble, I grew into a passionate Marketplace expert. My role here was to evolve the product offer as well as lead the onsite merchandising function. With combined team efforts, we now have the technical capability and capacity to Make-on-Demand and Print-on-Demand a huge variety of products sourced from around the world; from backpacks and yoga pants to mugs and notebooks, all printed and produced locally on-demand.
The scope of my current role is multifaceted; as a team we introduce and integrate new suppliers – working together on full API integration. We work on Artist UX to ensure features on site make uploading products simple. We consistently launch new products inline with consumer needs. We have developed virtual 3D previews to ensure the consumers re- ceive what they expect from the millions of product combinations available on Redbubble. I set the strategy for my busi- ness division, with full responsibility of the P&L ensuring the product (digital and physical) deliver profit into the bottom line. I currently lead a team of 8 direct reports, I have cross functional responsibility over web, product management and product development to ensure we deliver on the strategic initiatives of the team.
Vicki Stirling Projects Brand
For a number of years now I have been supporting small startup brands with their initial setup, my role spans every ele- ment of the startup from identifying the brand look and feel, and creative direction on photo shoots, to pricing strategy, forecast planning and business strategy.
Projects include Luna Gallery relaunch, marketing and product direction Private Label white paper on entering the Under- wear Market in Australia.
Most recently I was engaged by Dustin Martin in the development and launch of his own product brand.
I worked with Dustin Martin over a period of 3 months to design and develop a range of products which would be sold to his followers through an online environment. I designed and developed the product with Dustin’s input. I built a website for the product. I Managed the photo shoot with Dustin and provided all creative direction. When the project went live I also managed all of the production, stock, and customer contacts.
BONDS has a long standing reputation for producing high quality everyday items, the brand now has a leading position in the Australian clothing market in multiple categories including Baby-wear, Underwear, Leisure wear and Sports.
Bonds Apparel was a new division built with the introduction of Bonds Retail. Having physical stores meant a need for a more diverse product offering which could turn more often and deliver freshness to the consumer every 6 weeks. The most exciting opportunity was the ability to build a new category for Bonds, the Bonds Active range.
As the Divisional Manager of Bonds Apparel I was responsible for the wholesale and retail elements of the brand. At the time Bonds was building the retail environment and it was vital that the range was diverse and consistently refreshed. To ensure the brand suited our loyal consumer I proposed and built Bonds Active Clothing. This range of apparel proved to be the most successful product in the apparel category and continues to be the strongest growth driver for Bonds Apparel.
GM Pacific Brands Underwear Group
Pacific Brands Underwear Group was the largest division of Pacific Brands,consisting of powerful local brands such as Berlei, Holeproof, Voodoo, Jockey, Rio and Explorer. This division was created under one roof once local production ceased around Australia. My role in this transition to one business was to not only to lead the other divisional GM’s on de- fining the best “one business” processes, but also to develop the communication collateral which would be shared and distributed around the organisation of 350 employees. This change program was rolled out on time and to plan in 9 months.
Divisional Manager Holeproof Group
At Holeproof Group my role was to build a stronger team culture in an organisation that had gone through a great deal of change and disruption. I lead the business to positive revenue growth for the first time in 6 years, through the relaunch of old brands and the refocus on icons within the business.
Marketing Manager Hosiery Group
As Marketing Manager for the Hosiery Group I streamlined the branded offer from 12 brands to 6 brands with no loss in revenue, aligning each brand to a specific consumer with specific needs and expectations. I transitioned the brands from local manufacturing onsite, to overseas manufacturing in China, reducing costs, and improving bottom line margin.
The development and execution of a U&A and QUAL research program supported a change in direction for a number of brands and the relaunch of a brand with a fresh new look, increasing revenue for retailers and driving new revenue into a declining category across FMCG and Specialist Stores.
Sales Manager Footlocker EU & Product Manager Bags & Accessories
In almost eight years at Nike I was able to experience both sides of the organization through Product Management and Divisional Sales Management. As Product Manager at Nike I worked with country managers to build ranges of products which suited our diverse customer needs. Working with Global on multiple initiatives which became table stakes products for Nike. As Sales Manager for Footlocker I managed a team to grow a declining category and build a strong and stable relationship with the buying & leadership team.