FROM STRENGTH-TO-STRENGTH

New Zealand Marketing - - Energi -

In just a few short years, Re­becca Bar­nett has man­aged to make a name for her­self at Loy­alty NZ as a stand-out mar­ket­ing ex­ec­u­tive and all-round team player. Work­ing with the Fly Buys Re­wards team has seen Bar­nett go from strength-to-strength and this Rookie Mar­keter of the Year is only just get­ting started.

Re­becca Bar­nett al­ways knew she had a fu­ture in the me­dia and mar­ket­ing in­dus­tries. A keen squash player who grew up in the Hutt Val­ley, Bar­nett de­vel­oped an in­ter­est in ad­ver­tis­ing early in life. The bright lights of tele­vi­sion started to take her fancy in her teenage years and she be­came es­pe­cially in­ter­ested in pur­su­ing a ca­reer in broad­cast­ing. But af­ter fin­ish­ing school, a Bach­e­lor of Mar­ket­ing Com­mu­ni­ca­tions at Massey Univer­sity in Palmer­ston North beck­oned and she hasn’t looked back. Cre­ative by na­ture, Bar­nett was drawn in by the cre­ative side of the mar­ket­ing in­dus­try, and she loves to see solid re­sults from hard work. Only three years out from fin­ish­ing her de­gree, she’s still find­ing new ways mar­ket­ing can spark her in­ter­est. “I love stuff you can see, so it’s great to see pos­i­tive re­turn-on-in­vest­ment and how mar­ket­ing can make a real im­pact. When you think about mar­ket­ing as a teenager you think of big brands and that’s what first in­ter­ested me. Be­ing in the work­force I’ve re­alised there is a whole other world of dig­i­tal that is re­ally ex­cit­ing as well.” Bar­nett thanks luck for get­ting her foot in the door at Loy­alty NZ, along with an in­tern­ship pro­gramme she un­der­took while study­ing that pre­pared her for the de­mands of work­ing in the in­dus­try. Bar­nett worked as a busi­ness in­tern at Prop­erty Bro­kers in Palmer­ston North for five months in her fi­nal year of univer­sity. Get­ting first-hand busi­ness ex­pe­ri­ence be­fore en­ter­ing the in­dus­try is some­thing she would rec­om­mend to all as­pir­ing mar­keters. “The in­tern­ship helped me a lot. It gave me a lot of prac­ti­cal ex­pe­ri­ence in the work­place and helped pre­pare me to

work re­ally hard on the job." At Loy­alty NZ, Bar­nett started out in an en­try-level ad­min­is­tra­tion role as a re­wards co­or­di­na­tor for the Fly Buys e-com­merce store, and lit­tle more than a year later had proved her­self to be an am­bi­tious and ca­pa­ble mar­keter. She took up the newly es­tab­lished po­si­tion as re­wards mar­ket­ing ex­ec­u­tive last March, which is a hy­brid mar­ket­ing and com­mer­cial team. Now she leads re­wards sale cam­paigns. The Loy­alty NZ re­wards team man­ages the Fly Buys e-com­merce store which sees 820,000 re­ward re­demp­tions an­nu­ally. Bar­nett was part of the team that in­creased re­demp­tions by 6.7 per­cent in the 2017/2018 year. “I started off in a heav­ily ad­min­is­tra­tive role with a lot of data en­try, and af­ter a while I started to run some cam­paigns and play in the mar­ket­ing space. I was lucky to en­ter a team that let me progress so quickly.” Bar­nett has been more than will­ing to step up to the chal­lenges of a new mar­ket­ing ex­ec­u­tive. She has learnt a lot on the job and is proud of all the new skills she has been able to add to her arse­nal. Over the last year, Bar­nett has been in­stru­men­tal in de­vel­op­ing an e-com­merce­based sale strat­egy for the Re­wards Store. As the loy­alty mar­ket be­comes in­creas­ingly com­pet­i­tive, Fly Buys needed a re­wards propo­si­tion that stood out by of­fer­ing mem­bers more value. Bar­nett ne­go­ti­ated sale pric­ing with sup­pli­ers which were ex­tended to mem­bers in monthly re­wards flash sales. And the num­bers sup­port her role in the team. The value of the sales items have de­liv­ered an in­cre­men­tal $3.7 mil­lion in rev­enue for Loy­alty NZ with the most suc­cess­ful sale to date be­ing April’s Big Brand sale with 3.1 mil­lion points re­deemed on sale items. She has also worked on the de­liv­ery of mar­ket­ing as­sets such as EDMS to up to 500,000 mem­bers, and so­cial and dig­i­tal ad­ver­tis­ing. “The di­ver­sity of the work is re­ally great. In my role, I get to work on the day-to-day run­ning of the e-com­merce store as well as other chan­nels like TVCS, print and ra­dio. The fact I get the op­por­tu­nity to work on that with the team is spe­cial. I get to own cam­paigns from start to fin­ish.” Only a few years into her ca­reer, Bar­nett is al­ready start­ing to carve out her mar­ket­ing niche by be­ing com­mer­cially fo­cused and an­a­lyt­i­cal. Her in­ter­est in the data side of mar­ket­ing sur­prised her, but Bar­nett has em­braced the chal­lenge of the fast-paced and dead­line-driven work. It’s a space she in­tends to stay in. “I def­i­nitely want to stick with Loy­alty NZ and work my way up to big­ger and bet­ter cam­paigns. I want to re­main cus­tomer-cen­tric and cre­ate some great mar­ket­ing re­sults that pro­vide value to the com­pany.” One of the rea­sons Bar­nett has been able to flour­ish in her short time at Loy­alty NZ is be­cause she is so com­fort­able within the com­pany, she says. She re­alised early on how im­por­tant it was to em­brace com­pany life, and is on the so­cial com­mit­tee, in the net­ball team and has been on a com­pany ski trip. And she is a trusted mem­ber of staff, well re­spected by se­nior man­age­ment. “It helps your self-es­teem and gets your name out there, which will build your con­fi­dence when talk­ing to peo­ple who are high up in the or­gan­i­sa­tion. “You have to be pre­pared to work re­ally hard and work your way up. If it’s a sup­port­ive com­pany you’ll be able to progress.” Bar­nett’s en­thu­si­asm for the in­dus­try, com­bined with her cre­ativ­ity and pas­sion will no doubt see her shoot to great heights in the world of mar­ket­ing.

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