Resume
Professional Experience
Decathlon Australia
Head of Marketing & Communications
April 2022 - May 2026
Lead the national marketing and communications function for Decathlon Australia, responsible for brand strategy, communications, CRM, social media, content, PR, partnerships, events, retail marketing and paid media.
Managing a multidisciplinary team, along side external agencies for performance marketing and PR media.
Partner closely with the CEO, executive leadership team and global stakeholders to align marketing strategy with commercial objectives, customer experience and long-term brand growth.
Key projects include leading Decathlon Australia's global rebrand rollout, launching 7 new retail locations, developing a national social creator program, growing CRM and loyalty initiatives, and delivering integrated campaigns that balance brand building with commercial performance.
Key achievements
Led and developed an internal team of 5, plus agency partners.
Managed $2.5 million yearly marketing budget.
Launched new membership program and grew CRM database by 114% to 1.4 million members.
Full integrated campaign management with “always on” commercial retail calendar.
Launched 7 new store and popup store openings, each with a hyperlocal launch campaign.
Developed partnerships program to work with brands such as NRMA, Indie Campers, Qantas along with local catchment sporting venues and schools.
Created social creator ambassador project, partnering with 79 creators to create 500+ pieces of UGC.
Built PR and media strategy, featuring in top tier media publications across TV, radio, print and online with +10 million reach impressions per month.
Member of the executive board leadership team, a hiring committee member.
Created localised internal communications strategy for improving cross collaboration, communication and staff retention.
Grew own team employee satisfaction index by +106% to 96% happiness at work.
Reference from leader
“Erin is a highly dynamic and capable professional who excels at both strategic communications and the detailed execution of complex projects. Her ability to manage high-profile partnerships, teams, and ensure brand integrity, often under tight deadlines, makes her a great asset. I do not doubt that she possesses the skills, dedication, and work ethic to succeed in any role she pursues. I highly recommend Erin without reservation.”
— Romain, CEO
Content Chemistry Digital Agency
Digital Marketing Specialist
February 2021 - April 2022
Managed integrated marketing programs for a portfolio of B2B and B2C clients across professional services, tourism, retail and service industries. I was responsible for delivering end-to-end digital marketing solutions including campaign strategy, CRM implementation, paid media, SEO, content marketing, reporting and client success management. I worked closely with business owners and leadership teams to align marketing activity to growth objectives.
Key focus areas
Digital strategy
Paid media and lead generation
CRM implementation and optimisation (HubSpot)
Content marketing
SEO and website optimisation
Client relationship management
Key achievements include CRM and campaign strategy and execution for Spatial Property Styling, which saw 31% increase in website traffic, organic search traffic growth 42%, a 94% reduction in the cost-per-lead and $400,000+ total revenue influenced by marketing.
Reference from leader
“One thing that really stood out was her initiative. Without being asked, she built detailed SOPs and process documentation that became the foundation for training future team members as the agency grew. Clients genuinely enjoyed working with her, and her account management played an important role in growing long-term partnerships and expanding services across several accounts. She's highly organised, solutions-focused and someone who combines strong technical marketing capability with exceptional people skills.”
— Nathan, CEO and Founder
Art Pharmacy Arts Agency
Ecommerce and Marketing Manager
March 2020 - February 2021
During COVID when tourism shut down due to border closures and lockdowns across Sydney, I transitioned into the sister company of Culture Scouts (same CEO and founder) and I led marketing and ecommerce activity for this fast-growing arts agency focused on connecting people with arts and cultural experiences, and bringing art into the everyday.
I was responsible for digital marketing strategy, website redevelopment, ecommerce optimisation, content creation, social media, CRM and customer acquisition initiatives. Partnered with branding and digital agencies to launch a new website and online store while improving customer journeys and conversion performance.
Key focus areas
Ecommerce strategy, digital cross-selling and up-selling
Website redevelopment and project management
Digital marketing paid and organic channels
Content and social media management
Customer acquisition and retention, CRM strategy and execution
Agency management
Reference from leader
“She has a strong ability to assess situations with both commercial awareness and common sense, which made her someone I trusted to take ownership and deliver high-quality work with minimal direction. Whether managing multiple campaigns, coordinating stakeholders or responding to the constant changes brought on by COVID, Erin remained organised, proactive and focused on finding solutions.”
— Hannah, Business Development and Operations Manager
Culture Scouts Art Tours
Tourism Marketing Manager
March 2019 - March 2020
Led marketing and communications for a premium cultural tourism business, developing integrated marketing campaigns, content strategies and partnership initiatives designed to increase visitation and brand awareness.
Worked closely with Tourism Australia, Destination NSW and industry partners on media familiarisation programs, content production and destination marketing opportunities. Managed creative suppliers, photographers, videographers and campaign delivery across multiple channels. This role paused due to border closures and lockdowns from COVID-19, so I transitioned to it’s sister business Art Pharmacy in a similar role.
Key focus areas
Tourism and destination marketing
Content strategy and creation
Partnerships and stakeholder engagement
Campaign management and execution
Media and influencer relations
Ovolo Hotels
Assistant Manager
March 2017 - March 2019
Led front-of-house operations and guest experience delivery for Ovolo, one of Sydney's highest-rated boutique lifestyle hotels on Tripadvisor.
Responsible for team leadership, service standards, guest retention, reputation management and personalised customer experiences. Selected as NSW Ambassador for Ovolo's leadership development program, facilitating workshops focused on leadership, communication and culture across the business.
This role shaped my passion for customer experience, team culture and premium brand delivery, principles that continue to underpin my approach to marketing leadership today.
Key focus areas
Team leadership, development and growth
Customer journey and customer experience
Loyalty and retention of guests
Creating and fostering standards for luxury customer service
Leadership development
Operational management and business efficiency