17-19 August 2015, RACV Royal Pines Resort, Gold Coast
Delivering an Honest Brand Message in a Fragmented Communications Environment
Lisa Sharp
GM Central Marketing & Industry Insight
Meat & Livestock Australia
Speaker Bio
Lisa Sharp joined MLA in April 2015 and leads the Central Marketing and Industry Insights team. This team is responsible for the provision of information and insights to industry participants to aid strategy and program development and decision making. This team is also responsible for the development and execution of nutrition strategy and initiatives and the development and implementation of data led, trade and consumer marketing programs. Lisa has an extensive background in consumer goods marketing, insights and general management and has held executive team positions in a number of Australian and multinational organisations including SPC Ardmona, PZ Cussons and Novartis Consumer Health. As General Manager, Marketing and Innovation at SPC Ardmona, she led the reinvigoration of the Australian packaged fruit category through product, packaging and nutrition marketing innovation and successfully extended the global footprint of the SPC “Natures Finest” brand. Lisa also led the introduction of numerous programs to improve yield and to deliver consistent eating quality. She has a passion for food and nutrition which was sparked early in her career with business analyst and brand management roles at Kraft, Uncle Tobys and Coca Cola. Lisa holds a Bachelor of Economics from Monash University.
Presentation
Community perceptions on controversial topics within the beef industry can be heavily influenced by negative media that do not accurately reflect actual circumstances. To address these misconceptions, Meat & Livestock Australia (MLA) share real facts of the Australian beef production with socially conscious consumers by delivering key messages in an authentic, transparent and engaging way. Lisa Sharp will join us and share her insights on how MLA efficiently measured this impact and observed the success of their transparent communications strategy.
• Showcasing how MLA’s 'Target 100' external YouTube activity played an important and progressive role in transforming the organisation’s approach to internal communications
• Grasping the process of developing compelling content strategy to effectively lock in customer engagement
• Employing key analytical tools to measure effectiveness and devise the “science of success”