About Toni Fitzgerald AFMAA AJA
Toni Fitzgerald is an engaging and passionate motivational speaker, having worked in Radio and for each of the four major Television Networks as well as gaining a real-world, bricks and mortar background in marketing strategy, advertising and promotion for B2B and retail companies. Taking these experiences added to her passion for the internet, she quickly became highly regarded in e-marketing, online branding, internet and integrated offline strategies. She has provided strategic solutions to both small and many large corporations, either directly, or working as part of a major consulting team – bringing the vital ‘non technical’ market understanding.
Journalism and Marketing
Queensland Institute of Technology
Associate Fellow, Marketing Association of Australia
Member, Australian Journalists Association
Founding Member, First Tuesday E-Business Group
Founding Member, Wireless Wednesday.
Associate Member, AIIA (the Australian Information Industry Association)
Member, USII@ (US Internet Industry Association)
Member, Sydney PC Users Group
Member, Internet & Communications Special Interest Group
Judge, Australian Financial Review Internet Awards
Keynote Speaker ‘Customer 360 Webdrive Conference’ Chairman ‘Internet Marketing’ IES Conferences
Australia Post Small Business Award
Maxi Award finalist Coles/Myer Marketing Enterprise Award
Summary of Skills & Expertise
§ Broad business acumen with bottom line focus and primary exposure in new media
§ Negotiation at all levels, especially executive level – ability to develop and implement strategies for the resolution of complex issues
§ Financial Management experience up to $5 million
§ Highly developed consultancy skills and project management skills for both online and off line projects
§ Experienced strategist and implementor of Public Relations campaigns
§ Experienced in conceptualising, developing and project managing the implementation of strategic communications and marketing plans that meet the needs of stakeholders, while achieving the corporate objectives of the organisation.
§ Solid ability for trend-spotting amongst consumer markets
§ Strategies directioned from understanding of what motivates consumers to buy, rather than how companies should sell
§ Strong understanding of new media with experience in working with online marketing projects in lifestyle and B2C capacities
§ Highly developed written communication skills and presentation skills including keynote speaker at seminars as well as boardroom pitches, briefings and public launches
§ Team management skills including selection, training, motivation and team building
Toni rose to prominence through her work with the $65 million restoration of the Queen Victoria Building in Sydney. A project that many said would be a white elephant.
Six months after restoration work had begun, Ipoh Garden Australia appointed her as Marketing Manager to spearhead the overall strategic planning and marketing for this project. The challenge was to counteract negative perceptions from all areas of the media, industry and public was that QVB was ‘down the wrong end of town, would never work and should be bulldozed for a green park with car parking underneath’.
This role covered all aspects of strategic marketing from market positioning, media liaison, changing public attitudes, potential tenant promotion, and eventually pre-launch marketing, promoting and advertising to the general public.
Following this, Toni Fitzgerald, as “Shoptactics” headed a retail and shopping centre marketing consultancy, a concept she established to assist clients with the image positioning, identification and marketing of retail products and retail stores. Later the core business expanded to embrace consultancy for online/internet activities across sectors. Throughout this period she was instrumental in:
Key Role: Consultancy & Project Management
§ Ensuring independent market analysis providing an actionable and prioritised plan
§ Devising 1, 3 and 5 year marketing plans for both shopping centres and retailers
§ Identifying and defining client’s correct market position
§ Creating supportive image and branding programs
§ Helping define and reach appropriate target markets
§ Developing strategies for Customer Relationship Management
§ Designing Customer front – Company back programs
§ Devising and implementing effective, results orientated and measurable marketing programs
§ Designing corporate customer culture and ongoing loyalty building programs
§ Identification of market needs
§ Public Relations strategies and campaigns
§ Event Management
§ Traffic and sales generating promotions
§ Conducting seminars and training on 1 to 1 Marketing and Customers Relations
Achievements: Online/Interactive Media Strategy Development
§ Developed the new online internet image and business for the Sydney Turf Club to enable 'first mover' advantage. Identified the opportunity, researched and negotiated the beginnings of a strategic alliance with a major American company.
§ A teen magazine targeting 12-16 year old girls wanted a website that communicated with their target market on a monthly basis and without eroding the magazines paid circulation. Conceptualised, researched and developed the strategy of an electronic diary, with lock and key, password access and the ability for user design interaction. Research showed that the average girl writes 7 times a month in a diary. At the end of a month the user will have been asked 10 questions and the magazine will have a profile for e-mail marketing for both the magazine and their advertisers.
§ Developed a website marketing strategy that features a personal lifestyle health manual online for a nutritional company. It puts people in charge of their own health and enables them to build a lifetime record of everything from how much water they drink, their food and vitamins, to when they last had hay-fever.
§ Developed strategic alliances with three major web-design companies to formulate marketing strategies for their clients for both the website concept (Window of Opportunity) and to direct traffic.
Achievements: Communications & Marketing Strategies
Strategic Branding & Re-positioning
Strategic Brand Launch to Australian & International Markets
Integrated Communications Strategies & PR
Achievements: Writer & Industry Spokesperson