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Hamish Coleman p: 0425 730 209 e: hamish.coleman@gmail.com a: 30 Reid St, Fitzroy North, 3068
PROFILE
A commercially astute insights professional with ten years’ experience in market research analysis, I have
a demonstrated track record of using incisive insights to influence marketing and organisation-wide
strategy and to create persuasive sales arguments. With outstanding written and verbal communication
skills, I have a proven ability to manage and influence stakeholders, write copy for marketing or internal
communications and deliver presentations and workshops.
KEY COMPETENCIES
Data analysis Strategic analysis and planning Internal communications
Market research Presenting Stakeholder management
Marketing and media strategy Copywriting Team management and development
CAPABILITY OVERVIEW
Data analysis and market research: Extensive experience analysing data from a broad range of
sources, including quantitative and qualitative research projects, syndicated research databases, web
analytics tools, desktop research and sales and other internal data to provide compelling and actionable
insights to understand consumer behaviour, analyse the competitive landscape and influence strategy.
Experience developing in-house research projects and managing external research projects.
Marketing and media strategy: A proven track record of providing successful strategic responses to
marketing briefs using relevant and persuasive analysis of audience and other data. Delivery of training
workshops to media sales professionals to improve their understanding of the media/advertising
landscape, allowing them to engage in robust, strategic conversations with clients.
Development and management of a multitude of primarily (although not solely) B2B marketing initiatives,
including a major relaunch of the Leader Community Newspapers brand.
Presentation: Ability to develop and deliver influential presentations for a range of purposes, including
outlining and interpreting research findings, training, strategy development and sales pitches.
Comfortable presenting to everyone from the ‘shop floor’ to the highest level of executive management.
Strategic analysis and planning: Responsible for advertising trends, economic and political landscape
and, frequently, client acquisition elements of News Corp Victoria’s annual strategy blueprint. Participated
in multiple strategy teams, including recommending the creation of a key accounts team, and working
very closely with the team, which increased revenue from major clients by over 100% in two years.
Writing for marketing communications and internal communications: Vast copywriting experience,
including for advertisements, sales collateral, EDMs, websites, press releases, official letter
correspondence and internal communications. Wrote copy, and developed tagline, for Leader’s ‘Local
Matters’ consumer campaign.
Team management and development: Experience managing a small, high profile marketing insights
team responsible for trade marketing and marketing support for over 50 sales team stakeholders. In this
time, I recruited and developed two graduates who remain at News Corp Victoria. Experienced and
effective mentor of colleagues both experienced and graduates new to the business.
AWARDS
2012 – Nominated for and successfully completed News Limited ‘Gen Next’ leadership programme.
2011 – Pacific Area Newspapers Association Award for digital trade marketing execution.
2009 – Pacific Area Newspapers Association Award for trade marketing.
2009 – Australian Marketing Institute Award for Internal Marketing Victoria. National finalist.
2007 – Annual Herald & Weekly Times Award for outstanding customer service.

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EMPLOYMENT HISTORY
NEWS CORP AUSTRALIA (FORMERLY NEWS LIMITED) October 2012 – April 2015
Senior Insights Analyst
Major stakeholders: Trade Marketing and Insights Manager; Customer Solutions Manager; General
Manager Advertising; Executive Management Team; Senior Leadership Team.
Key tasks:
 Manage insights team workflow and oversee team output.
 Use a range of research resources including web analysis tools and syndicated media research
databases, to analyse audience and demographic data, consumer behaviour, and industry and
competitor trends, for the purposes of:
 Developing persuasive sales arguments for sales teams.
 Creating packs/decks for executive management.
 Making recommendations for key marketing and other business decisions.
 Conduct primary research including survey design, implementation and data analysis and/or
managing research projects delivered by external providers.
 Identify insights to be used in marketing and other communications and draft internal and external
communication pieces in a variety of formats.
 Develop and deliver presentations or workshops for training, sales and general communication
purposes.
 Train and mentor junior team members in the use and application of research.
Major achievements:
 Built multi-brand and multi-platform insights capacity from scratch for new entity.
 Streamlined processes for brief management and internal communication.
 Established template for key elements of News Corp Victoria’s Head Office strategy presentation.
 Delivered nine quarterly audience updates to News Corp Victoria’s executive team.
 Developed new and more accurate market share approach and pioneered a method of combining
digital and print audience in an area which had previously been immeasurable.
LEADER COMMUNITY NEWSPAPERS March 2008 – October 2012
Marketing Insights Manager
Direct reports: Trade Marketing & Insights Executive, Marketing Insights Coordinator
Major stakeholders: Marketing Director; Advertising Director; Chief Financial Officer; Managing Director;
Executive Management Team.
Key tasks:
 Manage the Marketing Insights Team.
 Proactively identify potential marketing activity to drive revenue objectives, and:
 Oversee the planning and implementation of all Leader trade marketing initiatives.
 Provide creative direction, copywriting and insights for the development of multiple types of
marketing collateral.
 Collaborate with internal and external designers, producers, directors, web developers, etc, as
necessary to ensure delivery of marketing initiatives and collateral within deadline and budget.
 Manage trade marketing budget in consultation with Marketing Director.
 Use a range of research resources including web analysis tools and syndicated media research
databases, to analyse audience and demographic data, consumer behaviour, and industry and
competitor trends, for the purposes of:

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 Developing persuasive sales arguments for sales teams.
 Creating packs/decks for executive management.
 Making recommendations for key marketing and other business decisions.
 Identify insights to be used in marketing and other communications and draft internal and external
communication pieces in a variety of formats.
 Develop and deliver presentations or workshops for training, sales and general communication
purposes.
 Train and mentor junior team members in the use and application of research.
Major achievements:
 Managed Leader’s major ‘Rejuvenation’ trade campaign.
 Developed tagline and wrote copy for the ‘Local Matters’ consumer campaign.
 Created national News Australia collateral to support an Australia-wide sales transformation project.
 Recommended the development of the key accounts team and then worked closely with the team to
generate an over 100% increase in revenue from major clients.
HERALD & WEEKLY TIMES (NEWS LIMITED) July 2006 – March 2008
Marketing Analyst
Major stakeholders: Media & Marketing Insights Manager; Advertising Director; Advertising Management
Team.
Key tasks
 Use a range of research resources including web analysis tools and syndicated media research
databases, to analyse audience and demographic data, consumer behaviour, and industry and
competitor trends to develop persuasive sales arguments for sales teams.
 Identify insights to be used in marketing and other communications and draft internal and external
communication pieces in a variety of formats.
 Develop and deliver presentations or workshops for training, sales and general communication
purposes.
CWCC May 2004 – June 2006
Research Assistant
Key tasks
 Manage primary research projects, including building questionnaires, managing survey
completion and developing reports.
 Conduct desktop research about key education, skills and recruitment issues and report on
findings.
 Assist corporations in the development of in-house training programmes and their alignment to
nationally recognised accreditation parameters.
EDUCATION
Feb 2000 - Nov 2003 Bachelor of Arts (hons.) University of Melbourne including majors in political
science and English