Alison Hanko

Scaling a high-potential consumer brand by designing and executing a performance-led digital marketing strategy, balancing brand positioning with demand generation, acquisition, and measurable ROI. Optimised paid media investment and channel mix, increasing customer acquisition efficiency and tripling ad ROAS from 3.0 to 9.0 within three months through testing, attribution analysis, and budget reallocation. Established performance reporting frameworks and KPIs to support consistent execution, investment decisions, and scalable growth across markets.

• Specialised in scaling high-potential brands through cohesive global brand and marketing strategies. • Optimised customer acquisition via targeted social and digital campaigns to enhance conversion rates and ROAS. • Collaborating with diverse teams to deliver impactful integrated marketing campaigns

Reported to the CEO, creating group-level brand and digital strategies, marketing and strategic communication plans and oversaw their execution. Initiated and executed client engagement strategies, public relations, and media strategies. Crafted impactful content - pitch decks, product demos, website and social content, webinars, press releases, training workshops – event management and trade shows; and led digital initiatives - developing lead acquisition strategies and launching two digital products.

Led brand management initiatives across APAC markets to achieve organisational goals, partnering with global and regional stakeholders to align marketing strategies that enhanced local market growth.

Defined the global brand strategy and led collaboration among diverse stakeholders to implement marketing strategies across US, European, and Asian markets. Crafted the brand voice and messaging, led end-to-end brand/marketing and communications strategy to enhance brand awareness and equity, and ensured positive brand engagement across all media channels. Coached and developed a team of 4 across multiple disciplines: digital marketing, content creation, PR, social media, trade, and local marketing in Hong Kong and China.

Led a global marketing team, creating and executing marketing and communications strategies to increase brand engagement and growth and amplify the brand experience across all communication touchpoints. This involved driving brand growth through digital and social strategies, content creation, an integrated PR, Influencer, and events program, and collaborating with internal teams, distributors and retail partners.

Developed impactful annual brand plans, leveraging consumer insights and global resources to deliver strategies/tactics to grow brand equity and profit. This increased distributor collaboration and alignment, enhanced brand equity, and strong brand growth.

Led strategic projects from insight development through to execution. Trifecta performance was delivered (topline, EBIT, and market share growth) for the 5th year in a row. The Shapes Team won two global awards while I was there, one for outstanding business results and one for improving profitability.

Created and executed projects that drove brand equity and growth, including developing and implementing communication briefs and managing NPD projects.

Championed collaboration between marketing and sales. Created go-to-market strategies for new product launches while identifying market opportunities through rigorous data analysis; drove merchandising initiatives that elevated brand visibility across top retailers.