1. Amber Kelly 0422 813 569
Amber Kelly
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Address: 11 Wright St Reservoir
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Telephone: 0422 813 569
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Email: amberkelly0@icloud.com
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Communications specialist
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Summary
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I am an experienced communications professional with key competencies in: communications
strategy, direction and delivery; end-to-end delivery of major publications for print and on-
line; content generation and management; editing and proofreading; and project management
of strategic communications initiatives. I have a strong understanding of the Catholic health,
aged care and community care sectors, in addition to the financial services and regulatory sec-
tors, and a passion for creating content that connects, engages and inspires.
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Qualifications
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2008 Deakin University, Graduate Certificate of Professional Writing
1993 Monash University, Bachelor of Arts (major: Comparative Literature)
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Continuing professional education
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2016 Western Health Certificate of Health Literacy
2015 Structural Editing, Society of Editors Victoria
2013 Writing for the Web, Australian Direct Marketing Association
2012 SEO Write to Rank, Swinburne University
2011 Grammar and Punctuation, RMIT University
2007 Advanced Copywriting, Australian Direct Marketing Association
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Employment history
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Summary of relevant experience
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I have experience in the health, aged and community care sector in the roles of Publications
Editor and Communications Manager at Mercy Health Australia from 2014 to the present; in the
financial and regulatory services sector in the roles of Senior Communications Consultant–
Stronger Super at Cbus Super Fund from 2013 to 2014 and Writer and Communications Officer
at HESTA Super Fund from 2006 to 2013; and in the publishing sector through the role of Copy-
writer at Thomson Reuters from 2002 to 2005.
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2. Amber Kelly 0422 813 569
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MERCY HEALTH February 2014 – present
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Mercy Health is a national Catholic healthcare provider serving more than 600,000 members
of our community each year. Founded by the Sisters of Mercy, Mercy Health provides acute
and subacute hospital care, aged care, mental health programs, specialist women’s and ba-
bies’ services, early parenting education and support, palliative care, home and community
care, and health worker training and development. Our research community fosters innova-
tion in all areas of our care, through partnerships with leading organisations including the
University of Melbourne and Murdoch Children’s Research Institute. Our mission is informed
by the Mercy charism.
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COMMUNICATIONS MANAGER (July 2015-present)
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Reporting to the General Manager, Marketing and Communications, this role provides commu-
nications direction and delivery to support Mercy Health’s strategic objectives.
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In my communications capacity, I develop and deliver content across internal and external
channels including publications, marketing collateral, online (web and intranet), email and
social media.
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In my strategic capacity, I develop, manage and implement effective communications strate-
gies and campaigns to support key projects.
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In my management capacity, I oversee the work of the Communications Coordinator, ensuring
she is supported to meet key performance indicators across marketing collateral production,
awards submissions, media support and content provision.
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Key achievements
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• Redeveloped the Mercy Health style guide to reflect and reinforce our brand, health literacy
and model of care principles.
• Enhanced processes and procedures governing review, approval, production and distribution
of Mercy Health communications to ensure greater accountability and quality control.
• Redesigned our Home & Community Care division’s external communications strategy to en-
hance content, timeliness and production, resulting in a more streamlined and effective way
reach clients and customers.
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Responsibilities
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• Drive communications strategy and execution across internal and external channels to sup-
port our mission, brand, engagement, business development and fundraising objectives of
Mercy Health’s strategic plan.
• Oversee and support the Communications Coordinator’s work and professional development.
• Continually revise and redevelop processes and procedures to ensure our communications
reflect best practice in quality, innovation and health literacy, and align with our mission.
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3. Amber Kelly 0422 813 569
• Develop content across print and online channels to engage external and internal audiences,
incorporating:
- Managing the editorial and end-to-end production requirements of our digital and print
publications.
- Managing key communications channels including print, web, email and social media
for internal and external audiences, ensuring quality writing, images, and consistent
and effective messaging to key audiences.
- Developing and delivering integrated communications campaigns to increase fundrais-
ing revenue and drive new business growth in aged and home care.
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PUBLICATIONS EDITOR (February 2014-July 2015)
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Reporting to the General Manager, Marketing and Communications, this role provided editorial
direction and content development for all major publications, marketing collateral, internet
content and integrated fundraising campaigns.
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Key achievements
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• Refreshed and enlarged the scope of Mercy Health’s quarterly magazine, Our Voice, by in-
troducing a regular guest editor and dedicated sections for consumer engagement and Abo-
riginal program content.
• Devised, created and executed Mercy Health Foundation’s 2015 Tax Appeal, its highest yield
campaign to date.
• Migrated Mercy Health’s publications suite to a digital publishing platform, expanding the
scope for inclusion of rich content to engage and expand our readership
• Provided editorial leadership for Mercy Health’s Quality of Care Report 2014/15, selected by
the Department of Health and Human Services as the exemplar for Victorian healthcare
quality reporting.
• Migrated our aged care homes’ resident handbooks from rudimentary in-house publications
to professional, engaging and durable externally designed and printed publications, to en-
hance the presentation of our brand.
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Responsibilities
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• Manage the editorial and end-to-end production requirements of our digital and print publi-
cations and marketing collateral.
• Provide quality content for internal and external audiences including award submissions,
fundraising campaigns, executive newsletters, intranet stories, media releases and social
media.
• Maintain and enhance the Mercy Health Style Guide.
• Manage relationships with external suppliers to ensure quality, cost-effective design and
print services are delivered.
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CBUS SUPER FUND March 2013 – February 2014
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4. Amber Kelly 0422 813 569
Australia’s leading superannuation fund for the building, construction and allied industries,
Cbus provides superannuation and related services to more than 800,000 members and 80,000
employers nationally.
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SENIOR COMMUNICATIONS CONSULTANT-STRONGER SUPER (contract position)
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Reporting to the Executive Manager-Projects and Communications Manager-Marketing and
Communications, this role provided communications strategy and execution to support Cbus’
implementation of the Federal Government’s Stronger Super reform program.
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The role demanded a combination of high-level editorial, integrated marketing and project
management skills. By maintaining a balance between these imperatives, I produced timely,
effective, compliant and engaging strategic communications for a range of audiences across
diverse organisational functions and communications channels.
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Key achievements
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• Implemented legislative changes prescribed under the Stronger Super reform program across
the Cbus compliance and marketing publications suite, website and direct member and em-
ployer communications channels (including standard correspondence)within mandated time-
frame.
• Redeveloped the Cbus Product Disclosure Statements and Insurance Handbooks to improve
member comprehension, resulting in record Net Promoter Scores for these publications.
• Redeveloped web content to build awareness and adoption of Cbus’ new employer contribu-
tions portal, resulting in 35% increase in traffic to this section.
• Provided strategy for and implementation of employer-focused direct marketing campaigns
to migrate existing employers to our SuperStream-compliant employee contributions solu-
tion, resulting in a 40% increase in enquiries and 8% increase in conversions between October
2013 and December 2013.
• Delivered internal launch of the Cbus MySuper product and related reforms program, gener-
ating a demonstrable increase in awareness of the program and substantial positive feed-
back for the Cbus Marketing and Communications team.
• Established and socialised the Cbus writing style guide to ensure every fund communication
adhered to clear writing principles and reflects Cbus’ brand identity.
• Established and socialised new quality control processes and procedures to ensure communi-
cations were briefed, reviewed and produced to a consistently high standard.
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Responsibilities
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• End-to-end change management and expansion of fund marketing communications to sup-
port Cbus’ Stronger Super reform rollout, incorporating:
- conducting a comprehensive collateral audit to establish scope and schedule for rede-
veloping Cbus’ communications to meet compliance requirements by legislative dead-
lines
- implementing the established scope to deadline, including managing the collateral up-
date process from editing, internal and external legal review, proof reading, external
design and production briefing and management through to final art approval and col-
lateral distribution
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5. Amber Kelly 0422 813 569
- managing the online update process through to implementation via the Cbus CMS
- establishing Cbus’ strategic objectives for the Stronger Super reform rollout, including
facilitating cross-functional meetings to capture internal stakeholder input
- developing integrated communications plans to support Cbus’ Stronger Super strategic
marketing objectives, incorporating industry print and online publication editorial, me-
dia releases, direct marketing campaigns and customer service communications pro-
grams to retain and expand Cbus’ member and employer base
- providing content for biannual Cbus member and employer magazines and bimonthly
employer e-newsletter
- developing video content to promote Cbus employer services
- establishing and maintaining a database of competitor collateral relevant to the
Stronger Super reforms, and conducting regular analysis to inform future communica-
tions activity
- liaising with compliance, legal, production, operations and field staff stakeholders to
ensure all communications were accurate, compliant, engaging, brand-aligned and
meet key legislative and communications milestones
- liaising with Cbus’ administrator to ensure production and distribution plans were mu-
tually agreed to, complete, correct and achievable
- managing external design, print and distribution suppliers to ensure production quality
and timeliness were consistently achieved.
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• Creating and distributing internal communications to embed awareness of the Stronger
Super reforms in all fund stakeholders.
• Creating and maintaining the Cbus editorial style guide to ensure copy consistency,
clarity, readability and brand alignment.
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HESTA SUPER FUND January 2006 – April 2013
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Australia’s leading superannuation fund for the health and community services sector, HESTA
provides superannuation and related services to more than 750,000 members and 115,000 em-
ployers nationally.
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WRITER AND COMMUNICATIONS OFFICER
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Reporting to the Executive Manager-Marketing Strategy, this role was based within the Market-
ing Communications Unit. The unit drives all internal and external marketing and communica-
tions activity on behalf of the fund’s Trustee, H.E.S.T. (Health Employees Superannuation
Trust) Australia.
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Key achievements
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• Reviewed and redeveloped HESTA’s marketing publications suite, including implemen-
tation of their rebranding project (2006) and restructuring of all publications in re-
sponse to member engagement research (2008-2010), resulting in significant gains in
member comprehension and retention in 2011/12 studies.
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6. Amber Kelly 0422 813 569
• Implemented ASIC’s short form Product Disclosure Statement guidelines transition
project (2011-2013), meeting all legislative requirements and achieving project mile-
stones.
• Created and delivered key integrated marketing campaigns, including HESTA’s annual
co-contributions campaigns (2006-2013), achieving an average conversion rate of 6%
per year.
• Created and delivered HESTA’s employer communications project (2012-13), resulting
in a successful transition from a paper-based communications culture to a predomi-
nantly online employer communications strategy and practice.
• Implemented HESTA’s online member application form project.
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Responsibilities
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• End-to-end delivery of fund marketing communications:
- developing integrated communications plans to meet strategic marketing objec-
tives for HESTA’s health and community services member and employer base
- preparing and delivering brand-aligned, segment-focussed collateral (including
HESTA’s Product Disclosure Statement, specialist member and employer marketing
publications, and web content)
- liaising with compliance, legal, production, operations and field staff stakeholders
to execute communications compliantly and effectively
- briefing design concepts and overseeing execution
- managing service provision, including external print services, to deliver publica-
tions on time and to budget.
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• Execution of direct marketing campaigns:
- strategy design, including concept development and channel/tactic selection
- researching, writing and editing compelling, segment-appropriate copy to meet
campaign objectives
- briefing designers on creative direction to support campaign objectives
- liaising with the fund’s administrator to extract and analyse campaign segmenta-
tion data before and after campaign execution
- conducting post-implementation analysis.
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• Online content generation and management:
- updating web content to reflect publication content changes
- preparing and populating campaign pages
- uploading media
- creating URLs and other site navigation tools for implementation across marketing
communications collateral.
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• Redeveloping and maintaining HESTA’s in-house editorial style guide.
• Researching, conceiving and preparing internal communications to ensure internal
stakeholders were kept informed of and engaged with key communications develop-
ments.
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THOMSON REUTERS February 2001 – December 2005
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7. Amber Kelly 0422 813 569
One of one of the leading professional information providers in the Asia-Pacific region, Thom-
son Reuters publishes workplace and professional development solutions for the legal, tax,
accounting and regulatory markets.
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COPYWRITER
Reporting to the Marketing Operations Manager, this role was based within the Marketing De-
partment. The department plans, creates and implements communications and promotional
materials for Thomson Legal and Regulatory with a brief to achieve new sales, retain customer
loyalty and promote brand awareness.
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Responsibilities
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• Execution of commercially responsive marketing collateral for new and backlist titles (in-
cluding brochures, sales letters, advertising, web copy and internal communications) in
alignment with marketing briefs and deadlines, incorporating:
- researching, writing and editing copy to support key value propositions
- formulating promotional concepts in collaboration with marketing, publishing, editor-
ial and sales staff
- tailoring style and content of copy to effectively address target market
- copy editing and proof reading amended collateral
- executing communications plans to brief and deadline.
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References and folio available upon request.
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