Diary of a Business Geek – This Is Who I Am…

From 17 and learning the ropes within one of Australia’s top corporate publisher’s to today at 32 and forging my own path…

Capability Statement

A natural leader who thrives in fast-paced, demanding environments. Rochelle is a creative, sales savvy , out-of-the-box thinker whom as successful entrepreneur, who has turned two hobbies into fledging creative ventures in addition to building Her consulting and coaching business. Whether working on small or large scale projects Rochelle has the confidence, knowledge and drive to deliver Her Clients the results they deserve and exceed expectations.

Key Achievements

- Developing and driving marketing campaigns of varying budgets.
– Successfully plan, execute, promote and manage a national speaking tour.
– Lead the restructure of administrative and enrolment procedures for both the accredited training and Skilling Queenslanders for Work divisions.
– Project Manage and populate a 200 plus page website within a six month period.
– Creation and design of varying marketing and advertising materials such as newspaper advertisements, flyers, posters, and brochures.
– Project co-ordination of various community focused training and activities events.
– Successfully retrained through on-the-job training in IT Support, including web content management systems, client support, email management systems and basic configuration work.
– Driving the trade marketing relaunch of BRW through new media kits, pr, presentations, luncheons, event launch party and direct marketing campaigns to clients and media agencies.
– Expanding the Advertising Revenue base for several magazines by identifying gaps and possibilities in the market place.
– Pro-Actively exploring opportunities in the market place and educating Sales, Marketing, Editorial and Senior Executives on such areas.
– Regularly exceeding sales budgets in media, retail and private business roles.
– Successfully winning new media campaigns; both direct and through agencies including the participation in Group Sales pitches.
– Developing my interest in jewellery design and painting from a hobby into a fledging business.
– Participating and driving the research and strategy side of several magazines launches and relaunches including Belle, Smart Investor, Aust Gourmet Traveller and Disney Girl.
– Rolling out new research projects such as the IPSOS Australian Business Readership Survey.


Education

Diploma in Graphic Design – First Year Completed (The Remainder will be compeleted through RPL)
Semester One was completed full-time with a Credit Average.
Software used: Photoshop, Indesign, Illustrator, and Quark Xpress.

Robert Townson High School 1992 – 1997
Subjects studied – 2 unit Maths, 2 unit General English, 2 unit Biology, 2 unit Chemistry, 2 unit Design & Technology, 1 unit Photography and 1 unit General Studies.

St Andrews Public School 1991
EMPLOYMENT HISTORY

Barefoot Basics – Founder Launched June 2010

Publishing, Marketing and Design Specialist

Key Responsibilities:

- Author Support Services
– Writing About All Things Marketing, Publishing, Events and Design
– Development of Regional and State Based Seminar Schedules
– Graphic Design (including Typesetting)
– Events Management
– Strategic Book Marketing Planning & Management
– Social Media Marketing
– Self-Publishing Facilitation
– New-Age Entrepreneur Business Model Development (Across Author/Speaker/Coach)
– Self-Publishing Coach

Bermingham Books (Rachael Bermingham) September 2011 – March 2012

Marketing, PR and Business Management

Key business driver across Rachael Bermingham’s business interests as a Professional Speaker, Entrepreneur and Business Owner at Bermingham Books. The role has been undertaken in addition to continuing to consult and project manage the publishing, marketing and event process for a select group of New-Age Entrepreneurs.

Key Responsibilities:
– Business Management
– Strategic Marketing
– Publicity & Promotions
– Trade Marketing
– Author Support Services
– Graphic Design
– Key Account Management
– Social Media and Online Brand Management
– Event Management & Promotion
Media, Marketing, Events & Design Specialist January 2007 – Current

Providing a variety of management, social media, web, marketing and design services to clients within Australia and abroad. Tasks undertaken include; marketing, project management, brochure design, web design, web content management, database management (ACT!), and general administrative and secretarial support.

Experienced within the Adobe Suite (Photoshop, Indesign, Illustrator), MS Office including Publisher and FrontPage, Content Management Systems, ACT! Management, and CorelDraw.

Ongoing & Previous Clients Include:

Community Resourcing Worldwide September 2010 – April 2011 (Contractor – Prior to Relocating to the Sunshine Coast)

Project Co-Ordinator Online Services

Key Responsibilities:

- Project Management
– Oversee the launch a 200+ website
– Content co-ordination and population
– Development of Systems and Information Processes
– Graphic Design
– Database Collation
– Monthly Board Reports
Career Keys May 2009 – October 2009 (Freelance)

Graphic Design Specialist

Key Responsibilities:

- Design and development of all marketing and advertising materials
Concierge Desk February 2007 – October 2009 (Freelance)

Contracted as Design and Marketing Support.

Key Responsibilities:

- Database Management
– Web Content Management
– Desktop Publishing and Graphic Design
– Trade Marketing
– Project Management
John Hill Real Estate July 2008 – October 2008 (Freelance)

Contracted as Design and Marketing Support.

Key Responsibilities:

- Design and creation of all marketing and advertising materials.
– Project Management
– Digital Image Retouching
World Careers Network (WCN) August 2007 – June 2008 (Contractor)

Contracted as an off-site Client/Candidate Support Executive

http://www.wcn.co.uk

Retrained in IT to undertake this role.

Key Responsibilities:

- Basic Configuration Work
– Client Support including Training, Data Reports, System Support & Troubleshooting, Database Management and Web Content Management. All within give Service Level Agreements.
– Candidate Support through Database Management, System Support & Advice, High Level Customer Support, Issue Assessment and Technical Support.
– Team Leader of the UK evening team.
News Limited February – May 2007 (Contractor)

Contracted to the Media Marketing Department, three days per week.

- Key Responsibilities:
– Market Research Support
– Analysis, and Proposal Building
– Presentation Development
– Learning & Development
ActionCOACH Australia December 2009 – July 2010

Working as the Marketing Manager for the Asia Pacific Region; core of role is to drive the branding in the Asia Pacific region, increasing market opportunities for the Australian ActionCOACH franchisees and driving sales of the franchise firms and practises.

Marketing Manager – Asia Pacific
(Reporting to CEO-Asia Pacific)

Key Responsibilities:

- Design and development of all marketing and advertising materials
– Social Media Management, Monitoring and Education
– Co-ordination & Management of National Events, including Logistics, Registrations, Sponsor Relations, Day of Event
– Development and Management of Key Strategic Partnerships and Alliances
– Development and delivery of National Communication and Public Relations
– Key driver for industry research initiatives
– Research, Co-ordination and Submission of Business Award Entries on behalf of Coaches & Clients
– Development and Co-ordination of Key Media Alliances
Australian Institute of Personal Trainers October 2009 – December 2009

Working as the lead Designer and Branding specialist across the affiliated companies of the Australian Institute of Personal Trainers, the Australian Institute of Business Coaches and the Australian Institute of Professional Speakers. In conjunction to being the Business Manager to the Motivational Speaker Paul Timms and his business interests. The primary focus of the role is to deliver strength in branding messages across the spectrum of companies.

Graphic Designer & Marketing Advisor
(Reporting to CEO)

Key Responsibilities:

- Design and development of all print marketing and advertising materials
– Design and development of web marketing and advertising materials (alongside Key Suppliers)
– Design and Editing of Course Materials
– Development, Design and Layout of Tears, Tantrums & Turning Points
– Co-ordination of major projects alongside Key Suppliers
– Co-ordination of national events
– Introduction to Video Editing with Adobe Encore and Premium Pro
– Marketing and Branding planning across the spectrum of companies and affiliates
Career Keys (Relocated to Brisbane) December 2008 – May 2009

Working as an integral part of the customer service and sales team. Primary focus is to develop and deliver marketing initiatives aimed at increasing enrolment numbers through both the accredited training courses and Skilling Queenslanders for Work Programs.

Sales and Customer Service Co-Ordinator
(Reporting to the Human Resources Manager)

Key Responsibilities:

- Lead and develop the Sales & Customer Service Team
– Co-ordination of office administrative tasks
– Re-development of enrolment procedures and materials
– Design and development of all marketing and advertising materials
– Develop and drive marketing initiatives and plans across all business sectors
– Project co-ordination including Cultural Awareness Workshops and the Making Connections Program
– Creation of information tools and resources
Australian Consolidated Press August 2006 – November 2006

Working as an integral part of the Women’s Lifestyle Team, focusing on the title TAKE 5.

Senior Account Manager
(Reporting to National Advertising Manager)

Key Responsibilities:

- Account management of senior agencies for NSW
– Responding to briefs, and presenting to both agencies and clients
– Driving direct sales, and sourcing new clients
– Achieving monthly and quarterly budgets
– Proactive business pitches to both agencies and clients
– Market reporting on a national and state by state basis
– Drive sponsorship opportunities
Fairfax Business Media July 2005 – July 2006

Working as part of the Business Media Team, relaunching Personal Investor and Shares as Smart Investor (launch mid Nov), also working on BRW, Asset, CFO, AFR Magazine, AFR Boss and MIS.

Trade Marketing Manager – Fairfax Business Media Magazines
Reporting to National Sales Directors.

Key Responsibilities:

- Attending agency briefings and meetings with Sales Teams.
– Presentation of all research data and reports to Sales, Editorial, Publishers and Senior Executives
– Regular attendance of Sales meetings
– Attending client meetings with Sales Reps
– Managing relationships with both internal and external clients including Publishers, Circulation department and Advertising Agencies
– Report of Monthly Market Share and Analysis
– Responding to requests in a timely manner
– Prioritising orders and keeping clients informed of project progress
– Meeting strict deadlines for project delivery
– Drafting & Providing Data for Press Releases
– Devising Sales Strategies (alongside Advertising & Key Accounts Teams)
– Coordination Quantitative & Qualitative Research Projects
– Analysis of Primary & Secondary Research
– Pro Active Market & Industry Reports
– Feasibility studies identifying gaps in the market place
– Guiding the creation of yearly business and marketing plans
– Writing/Designing of Sales Documents & Presentations
– Coordination of Data Releases
– Preparation of Research Data for Media Kits
– Management of trade marketing initiatives to clients and industry
– Coordination of direct marketing campaigns
– Report on Monthly & Rolling Average Readership
– Competitor Analysis & Intelligence
– Coordination of sales and research data for Advertising Agencies and other external clients
– Software used: Asteroid, Word, Excel, PowerPoint, MMS, Adquest, MediaPix.
Freedom Furniture January 2004 – February 2005

One of Australia and New Zealand’s leading furniture retailers. I had the opportunity to work at the Auburn, Campbelltown and Penrith stores across furniture, homewares and merchandising.

Sales Consultant/Weekend Manager – Homewares and Furniture
Reporting Sales Manager

Key Responsibilities:

- Phone Enquiries & Sales
– Face to Face Customer Sales
– Processing finance applications for both GE Finance and Ezipay
– Monitoring Stock, Dealing with Suppliers & Stock Ordering
– Weekend Homewares Manager of a staff of five
– Assist in room and display set-up for Catalogue Roll-out

Achievements:

- Gaining training and confidence in Sales
– Leading a team
– Regularly exceeding sales budget by more than 150%
– Combining study with part and full-time employment
Australian Consolidated Press September 2000 – February 2004

Australia’s largest magazine publisher. Acting as a pro-active participant of a team that were internally seen as the educators of the company and acknowledged externally as one of the best knowledge banks in the industry.

Snr Research Analyst
Reporting to Research & Strategy Director
Magazine Sectors – Homes Lifestyle, Food/Wine/Travel, Qmedia, ACP Books, Business & Financial, Kids Titles

Key Responsibilities:

- Presentation of all research data and reports to Sales, Marketing, Editorial, Publishers and Senior Executives
– Regular attendance of Sales and Publishers meetings
– Managing relationships with both internal and external clients including Publishers, Circulation department and Advertising Agencies
– Responding to orders and requests in a timely manner
– Prioritising orders and keeping clients informed of project progress
– Meeting strict deadlines for project delivery
– Drafting & Providing Data for Press Releases
– Devising Sales Strategies (alongside Advertising & Key Accounts Teams)
– Coordination Quantitative & Qualitative Research Projects
– Analysis of Primary & Secondary Research
– Pro Active Market & Industry Reports
– Feasibility studies identifying gaps in the market place
– Guiding the creation of yearly business and marketing plans
– Writing/Designing of Sales Documents & Presentations
– Coordination of Data Releases
– Preparation of Research Data for Media Kits
– Report on Monthly & Rolling Average Readership
– Competitor Analysis & Intelligence
– Coordination of sales and research data for Advertising Agencies and other external clients, such as The Magazine Publisher of Australia
– Software used: Asteroid, Word, Excel, PowerPoint, MMS, Adquest.

Achievements:

- Participating and driving the research and strategy side of several successful magazines launches and relaunches including Belle, Aust Gourmet Traveller and Disney Girl
– Expanding the Advertising Revenue base for several magazines by identifying gaps and possibilities in the market place.
– Pro Active market & industry reports
– Aiding the Burkes Backyard team to becoming placed on the schedules of many Key Accounts clients such as L’Oreal.
– Assisting and implementing feasibilities with teams such as Women’s Lifestyle and CTC Productions.
Pacific Publications October 1999 – August 2000

One of the major forces within the Australian publishing industry.

Research Assistant
Reporting to Research Director

Key Responsibilities:

- Customer Service – Internal & External Customers
– Processing of Internal & External Data Requests
– Acting as Research Correspondent to Melbourne and Brisbane Sales Teams
– Devise Sales Strategies (With Advertising Teams)
– Writing/Designing of Sales Documents & Presentations
– Personal Assistant to Research Director
– Monthly Advertising Reports
– Collation/Design for weekly Newsletter
– Software used: Panorama, SPSS, Asteroid, Powerpoint, Word, Excel, MMS, Adquest

Achievements:

- Assisting with the relaunch of Home Beautiful
– Guiding the research components of the Elle business plan and presentation to Hachette Filipacchi
– Guiding self from a Personal Assistant role to one as a more active and involved member of the Research team
Deloitte Touche/ICS December 1998 – September 1999

Administration Officer
Reporting to the Personal Assistant to the Managing Director

Key Responsibilities:

- Administration
– Personal Assistant to the Managing Directors PA
– Marketing Assistance
– Reception

Achievements:

- Assisting the marketing team through the relaunch of the Deloitte Touche/ICS brand
Focus Publishing November 1997 – December 1998

A corporate/custom publisher developed by Jaqui Lane and Steven Rich, clients included the State Governments, Qantas, Intercontinental Hotels and NIDA.

Client Services Assistant
Reporting to Financial Director

Key Responsibilities:

- Developing Client Relationships and Cooperation
– Personal Assistant to Publishers & CEO
– Creation of contracts for Sales teams
– Reception
– Administration
– Processing of book orders
– Assisting Marketing teams during numerous book launches
– Typing & Photocopying for Editors
– Introduction to compilation book publishing
McDonalds Australia February 1997- November 1997
Crew Member & Champion Fry Chick

ABOUT THE AUTHOR: ROCHELLE STONE IS THE MARKETING, SOCIAL MEDIA AND PUBLISHING SPECIALIST AT BAREFOOT BASICS – WORKING WITH SMALL BUSINESS OWNERS, SOLOPRENEURS AND SELF-PUBLISHED AUTHORS ACROSS THE SUNSHINE COAST, BRISBANE, SYDNEY, CAMPBELLTOWN AND WOLLONGONG REGIONS.

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2 thoughts on “Diary of a Business Geek – This Is Who I Am…

  1. Pingback: Partner With Barefoot Basics in 2013 | Rochelle Stone – Barefoot Basics – Small Business Marketing, Self-Publishing Facilitation, Streamlined Social Media, Event Management & Design

  2. Pingback: Partner With Barefoot Basics in 2014 | Rochelle Stone – Barefoot Basics – Soul Inspired Communication and Marketing Strategies for Women in Business

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