Tom Mackay
Marketing & Circulation Executive | Digital Marketing Expertise | Social Media Specialist | Content Marketing
New South Wales, Australia
Publishing
Current
- News Custom Content
Previous
- Cycling Australia Inc.,
- Australian Rugby Union
Education
- University of Technology, Sydney
Background
Summary
I am a marketing professional with a proven track record of results across the custom publishing and sports industries. I have extensive experience in the planning and implementation of digital marketing campaigns across a 360-degree marketing view. Proven capability to develop and deliver high quality content and digital strategies across multiple platforms.
Specialties include: Content creation & management, project management, brand management, website, email marketing, social media and trend analysis.
Experience
Marketing & Circulation Executive
News Custom Content
May 2013 – Present (1 year 7 months)
As the Marketing & Circulation Executive my primary responsibility is to manage the marketing, circulation and distribution for our publications; including digital, promotional, point of sale collateral. Review channel profitability and recommend strategies to maximise brand profitability by each respective channel. Maintain and develop strong client and stakeholder relationships. Furthermore support new business efforts through development of marketing, sales and distribution solutions across each individual platform.
Marketing and Communications Coordinator
Cycling Australia Inc.
March 2010 – November 2011 (1 year 9 months)Sydney, Australia
Managed content creation of the CA website to ensure engaging content and up-to-date information to meet user needs. Coordinated the creation, distribution and timely circulation of all CRM email deployments to members and stakeholders. Furthermore assisted in the management of CA's presence across the various social media platforms:
Outcomes:
• Increased the website's content offering and traffic - visitor traffic and engagement times reached record figures.
• Re-designed and implemented Cycling Australia's email marketing strategy - achieved record open and click through rates.
• Assisted in the development and implementation of new membership program - membership reaches its highest level.
• Used multimedia and desktop publishing skills to assist department with professional production of CA publications and promotional collateral used to execute events and campaigns.
• Assisted with media operations with the creation and publication of event coverage and information to the press.
Content Manager
Australian Rugby Union
January 2008 – March 2009 (1 year 3 months)Sydney, Australia
Managed content creation and update of time sensitive material for key sections of the Australian Rugby Union website to ensure content optimization to meet user needs. Planned and implemented creative strategic plans to drive site traffic and increase engagement times, encouraging Rugby fans to lead a resurgence in Rugby culture and to drive revenue. I also
coordinated, distributed and analyzed all ARU email direct marketing campaigns to ensure strong relationship will all key stakeholders.
Outcomes:
• Significantly increased site’s content offering and traffic - visitor traffic reached its highest figure since the 2003 Rugby World Cup.
• Assisted in the successful development and implementation of new digital workflow processes and embedded players for ARU.
• Fostered a strong working relationship with the various departments to ensure timely and efficient delivery/supply of content.
• Supported all customer segments with integrated communication plan and measurable improvement in customer satisfaction, including weekly EDM response reports with analysis.
Marketing Assistant - Internship
Australian Rugby Union
July 2007 – December 2007 (6 months)Sydney, Australia
Assisted the marketing team two days per week in all areas as required, reporting to the Marketing Manager. Duties included mail merge of numerous letter deployments, inclusion in conception of marketing strategies for major Rugby events, ongoing research into competitors’ and their marketing campaigns, database entry.
Outcomes:
• Assisted in the planning and implementation of key marketing strategies for the 2007 Rugby World Cup, Wallaby Season, Australian Rugby Championship and Adelaide Sevens Tournament.
• Worked closely with the Event Management team on key events including: 2007 QantasWallabies v Springboks at Sydney Olympic Park and Public Fan Days.
• Project Management position – one month contractual: successfully dispatched “Welcome to Rugby” packages to 45,000 players amongst 350 clubs across Australia.
Volunteer Experience & Causes
Volunteer
Sydney Children's Hospital Foundation
April 2013Children
I am currently involved in the weekend play program once a fortnight. The program requires volunteers to deliver arts, crafts, games and toys to children and families on the ward and provide relief to families and entertainment to patients and their siblings.
Opportunities Tom is looking for:
- Skills-based volunteering (pro bono consulting)
Causes Tom cares about:
- Children
- Civil Rights and Social Action
- Education
- Human Rights
- Social Services
Education
University of Technology, Sydney
BBus, Sports Management & Marketing
2006 – 2008
Tully Smyth @tee_smyth · Oct 26 
