Ricci Meldrum

Ricci Meldrum

Regional Group Head ANZ at Whybin\TBWA Group Sydney, Pyrmont
Pyrmont, Australia

My Latest Work

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Summary

A highly regarded communications professional with a proven track record in leading and inspiring teams, driving positive team culture and enabling effective and award winning work.

B&T Women in Media Mentor Finalist 2013, MADC Account Service Practitioner of the year in 2009 and ranked #5 Account Service globally in the 2010 WON report, I have experience across a range of sectors including FMCG, Retail, Government, Education, Social Marketing and Utilities.

Positions

Regional Group Head ANZ
Pyrmont, Australia
May 2014 - Present (3 years 4 months)
Managing Partner
BMF
Pyrmont, Australia
July 2012 - March 2014 (1 year 8 months)
Leadership of the Melbourne office (17-20) and member of the National Leadership Team. Reporting into Sydney based CEO, I was responsible for: day to day leadership of the Melbourne team, driving new business,creating a positive team culture, financial forecasting and budget management, management of senior client relationships, resource co-ordination and cross-city collaboration, building agency reputation, performance management and development of all staff.

Clients included Schweppes (Solo & Cool Ridge), Monash University, Lumo Energy, The Australian Electoral Commission, Country Road CRM, Hallmark Cards, Ryobi, OfficeMax, Lort Smith Animal Hospital, Amnesty International.

Highlights:
- 24%increase in revenue in the first financial year.
- Successfully managed office re-location.
- Creative recognition for our Amnesty International Twignature campaign (AWARD, ADMA, Tomorrow
Awards, Spikes).
- Monash University's highly effective "Where Brilliant Begins" campaign recognized as a Gold winner in the international Educational Advertising Awards, with a Silver for Social Media and Merit for Website.
- Success of Lumo Energy's 'Time for Change' campaign which saw record customer numbers and in-
bound demand beyond capacity.
- Successfully led new business pitches for Hallmark Digital & CRM, OfficeMax Digital, Monash Business School Brand Positioning, Solo Activation and brand project for Australian Unity.
Executive Director - FMCG
Melbourne, Australia
December 2011 - June 2012 (6 months)
Joining in 1997 as Account Director, I was promoted to Group Account Director in 2002, appointed to the Board in 2003 and promoted to Executive Director FMCG in 2011.

Appointed to the BBDO Global Executive Team for Mars & Wrigleys in 2009 and BBDO Global Lead for OPTIMUM global brand rollout in 2011.

Clients included Mars Confectionery (10 years) Mars Petcare (3 years), DrinkWise, Patties Foods including Four'n Twenty (7 years), SCA Personal Care (Libra & Tena), Melbourne Food and Wine Festival, Parmalat, Fonterra Brands Australia, SPC, Simplot, Twinings, Woolmark, SCA Consumer & Household (Sorbent), TATA Global Beverages.

I am particularly proud of the Four'N Twenty Magic Salad Plate and Guide Dogs Support Scent Campaigns (both multiple effectiveness and creative award winners globally) and the DrinkWise Australia 'Kids Absorb Your Drinking' campaign for its strategic insight and behavioural change impact.

Other globally recognised campaigns include Cannes Radio Grand Prix 2007 for Snickers Hoedown, Cannes awarded Chum Radio and M&M's Bare All.
Account Director
Y&R Mattingly
December 1993 - October 1997 (3 years 10 months)
Promoted from Account Manager to Account Director in 1996.

Worked across a variety of accounts including: Myer, Mobil, Don Smallgoods, United Telecommunications and Motorola.
PR Consultant
PR Works
November 1992 - December 1993 (1 year 1 month)
PR and publicity for clients including Tatts Pokies, Jockey underwear, Rockman's Regency, Holeproof, Jean Jacques, Rococo,
PR Consultant
Harper Public Relations
September 1989 - November 1992 (3 years 2 months)
PR and publicity for Australian Koala Blue launch, Dorf Tapware, Como Hotel, Radisson Hotels and numerous touring artists including Tom Jones, Don McLean and Gene Pittney.

Education

Williamson Community Leadership Program

Leadership Victoria
2001 (1 year)

Postgraduate Tourism

Monash University, Clayton VIC 3800
1989 (1 year)

Bachelor of Arts (BA) Public Relations

RMIT, Melbourne
1986 - 1988 (2 years)

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