Fiona Gotas

As a Group Marketing and Communications Manager at BAPCOR, I guide the strategic direction of marketing programs so they align with business goals and support our trade networks. I lead the delivery of national marketing and communications, work closely with senior stakeholders, and manage day-to-day planning to keep activity on track. My role includes coaching the team, building capability, overseeing budgets, and making sure resources are used effectively. I use customer insights, market trends and sales data to support better decision-making, strengthen brand performance and maintain consistent messaging across all brands. I also manage relationships with suppliers, customers and agencies to ensure our work is coordinated and reflects our organisational values. Key Achievements: • Led a multi-brand portfolio and marketing team, strengthening capability across the business segment. • Delivered a refreshed brand identity with updated logo, positioning and messaging. • Executed a brand consolidation and private-label strategy that streamlined the range and improved focus. • Implemented centralised marketing operations that reduced external costs and improved efficiency. • Launched a local area marketing tool to support faster, more consistent campaign deployment. • Expanded the private-label program with improved pricing and campaigns that lifted overall category performance.

As a Marketing Manager for Burson Auto Parts at BAPCOR, I worked with the General Manager to develop annual marketing strategies and campaign plans that aligned with brand goals. I oversaw sponsorships, events and trade shows, and coordinated teams across the business to launch new products with consistent execution. I managed PR and social media partners, guided brand communications, and helped ensure messaging remained clear across all internal and external channels. My role also involved delivering national and seasonal marketing programs, maintaining brand identity and supporting go-to-market planning to improve overall marketing performance. Key Achievements: • Drove higher website engagement by launching an updated site with improved usability. • Established a paid supplier marketing program that supported broader marketing activity. • Introduced a co-branded motorsport sponsorship model that strengthened supplier partnerships. • Completed customer and competitor research that informed brand strategy and private label marketing. • Transformed EDM, catalogue and content programs, improving engagement and promotional results. • Led an integrated trade campaign that delivered strong growth through targeted promotions.

As a Senior Brand Manager at Stanley Black & Decker ANZ, I managed brand marketing calendars and budgets across global portfolios and led product launch strategies using integrated communications, digital activity and in-store execution. I delivered media and digital plans, worked with sales teams on customer campaigns and adapted global programs for the local market to ensure they were relevant and practical. I partnered with major retailers to support growth, directed integrated campaigns with internal teams and agencies, and used consumer insights and performance data to guide decisions that strengthened brand effectiveness. Key Achievements: • Delivered interactive in-store displays for a major retail tender. • Increased category growth by developing targeted promotions that supported repeat buying. • Produced a major brand activation that generated strong customer interest and regional sales uplift. • Negotiated a partnership that secured promotional vehicles through collaborative media activity. • Expanded brand reach through influencers and trade partners, supporting strong product launches. • Improved in-store conversion through national trade activations and hands-on demonstrations.

As a Trade Marketing Manager for Digital Customers at Stanley Black & Decker ANZ, I delivered online marketing strategies for key brands. I ensured they met consumer needs and platform requirements. I tracked campaign performance, prepared reports that highlighted insights and ROI, and worked closely with channel partners to support aligned promotional activity. My role included planning annual channel marketing programs, designing targeted campaigns for digital platforms and using market trends, customer preferences and competitor activity to guide decisions and improve channel performance. Key Achievements: • Delivered substantial sales uplift by implementing multi-layered digital advertising. • Launched an in-pack review program that encouraged more verified product reviews. • Worked with marketplace partners to sell through slow-moving inventory across key categories. • Developed quarterly plans with major digital accounts that supported revenue growth and improved returns. • Drove category growth by aligning promotions, launches and co-funded digital activity with partners. • Improved digital product content, increasing engagement and add-to-cart performance.

As a Category Development Project Manager at BSH, I delivered key development projects and worked closely with stakeholders across the business to keep activity aligned and on track. I helped define and implement new product launch strategies that reduced disruption and supported stronger sales outcomes. I partnered with the Marketing team to create launch concepts, managed inventory and forecasting for new product categories, and communicated updates to internal teams and major channel partners. I also produced launch materials, display concepts and trade show collateral, and created product training resources for account managers, demonstrators, retail teams and customer support staff. Key Achievements: • Developed launch collateral and sales training that improved capability and product performance. • Rolled out a new product range in a major retailer through displays, training and promotional activity. • Built a category growth plan that strengthened market position and lifted unit sales. • Introduced new in-store displays and retailer training to improve product knowledge and advocacy. • Produced communication tools and demo videos to support a new reporting system and improve team adoption.

As a Marketing Manager at ASKO Appliances, I directed the marketing strategy for key appliance brands. I used consumer insights, market trends and competitor activity to support improvements in product messaging, pricing and promotions. I worked closely with retail partners to secure range, plan promotions and strengthen in-store visibility, while also managing external agencies to ensure campaigns were delivered as planned. My role included leading PR activity to build brand awareness and supporting distribution growth through commercial project opportunities and expansion into new markets. Key Achievements: • Launched a new appliance brand through an exclusive online retail partnership. • Installed kitchen and laundry displays in major showrooms to boost visibility and product sales. • Won commercial projects by strengthening builder relationships and targeted specification activity. • Improved digital performance through SEO and targeted social media campaigns. • Achieved savings by localising global assets and streamlining catalogues, digital content and collateral.