Global Destination, Travel & Brand Specialist

1. LEE SIEFKEN
A SELECTION OF PROFESSIONAL ACCOMPLISHMENTS
HEAD OF MARKETING
GLOBAL DESTINATION & TRAVEL SPECIALIST

2. SUCCESSFULLY TRANSFORMING THE LOCAL
BUSINESS TO EXCEED ANNUAL ADMISSION,
ROOM NIGHT & REVENUE GOALS WITHIN
BUDGET. ULTIMATELY RECLAIMING THE
POSITION AS THE #1 INTERNATIONAL MARKET
OUTSIDE NORTH AMERICA FOR DISNEYLAND
RESORT IN CALIFORNIA, AND A TOP 10
INTERNATIONAL MARKET FOR WALT DISNEY
WORLD RESORT IN FLORIDA AND
DISNEY CRUISE LINE
DESIGNED & EXECUTED THE
AUSTRALIA & NZ MARKETING &
SALES STRATEGY FOR WALT
DISNEY PARKS & RESORTS
PORTFOLIO OF DESTINATIONS

3. DEVELOPED A WORLD-FIRST
STRATEGIC MEDIA PARTNERSHIP
BETWEEN TWO PRESTIGIOUS
TRAVEL BRANDS
SPANNING TV, CINEMA, ONLINE, PRINT, SOCIAL & PR
THROUGH THIS PARTNERSHIP, LEVERAGED EXISTING
OWNED & BOUGHT MEDIA TO TRIPLE TOTAL MEDIA
VALUE & NOISE WITH NO INCREMENTAL COST.
ULTIMATELY STIMULATING SALES GROWTH OF
+13% YOY DURING CAMPAIGN PERIOD
(WHERE INDUSTRY TREND WAS +4% YOY)

4. CREATED A GROUND-BREAKING
OMNI-CHANNEL PUBLIC RELATIONS
CAMPAIGN FOR AN EXCITING NEW
DESTINATION EVENT LAUNCH
CONNECTING WITH AUSTRALIA’S LEADING ONLINE,
SOCIAL & TRADITIONAL MEDIA INFLUENCERS.
GENERATING OVER $1.8 MILLION MEDIA VALUE
WITH A PR INVESTMENT OF $105K. DOUBLING
FORECAST SALES OVER PROMOTION PERIOD

5. SECURED COVETED PRIME
TIME MEDIA EXPOSURE
THROUGH GREAT
TOURISM PARTNERSHIPS
WITHIN A 12 MONTH PERIOD,
SUCCESSFULLY SECURED SPECIAL
BROADCASTS OF SUNRISE FROM WALT
DISNEY WORLD & TODAY SHOW FROM
DISNEYLAND THANKS TO STRONG
RELATIONSHIPS WITH LOCAL TOURISM
BODIES, TRAVEL WHOLESALERS &
RETAILERS. DELIVERING MEDIA
EXPOSURE VALUED AT EST $1.1M FOR
REAL COST OF $52K

6. INTERNATIONAL
LEADERSHIP
UNDER MY LEADERSHIP AUSTRALIA BECAME
FIRST INTERNATIONAL MARKET TO LAUNCH
WALT DISNEY WORLD’S INNOVATIVE MY MAGIC+
GUEST EXPERIENCE , LEVERAGING THIS NEW
PRODUCT TO ACHIEVE RECORD
ADMISSION & ROOM NIGHT
REVENUE GROWTH FROM
ANZ GUESTS VISITING
WALT DISNEY WORLD

7. LED THE CREATION & EXECUTION OF
WALT DISNEY PARKS & RESORT’S ANZ
ONLINE & SOCIAL MEDIA STRATEGY
SUCCESSFULLY NURTURING A COMMUNITY OF
HALF A MILLION AUSTRALIANS ACROSS ALL
MAJOR SOCIAL MEDIA PLATFORMS. EXCEEDING
REACH, ENGAGEMENT & CONVERSION TARGETS

8. CREATED A DYNAMIC, INFLUENTIAL
CONSUMER CRM STRATEGY THAT
LEVERAGED LOCAL & GLOBAL DATA
RESOURCES
BUILDING A POWERFUL & PERSONAL CONNECTION WITH
OVER 200K ANZ CONSUMERS, NURTURING THE
RELATIONSHIP TO UNCOVER NEARLY $1 MILLION
INCREMENTAL REVENUE

9. DESIGNED POWERFUL, INNOVATIVE
CONTENT STRATEGIES & SOLUTIONS
FOR MULTIPLE TRAVEL &
ENTERTAINMENT BRANDS
FORGING AUTHENTIC, PERSONAL, VALUABLE &
LOCALLY-RELEVANT RELATIONSHIPS WITH EXISTING &
NEW CONSUMERS THROUGH GREAT CONTENT.
STIMULATING POSITIVE & PROFITABLE BEHAVIOUR
FOR THESE BRANDS & THEIR PARTNERS
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©2015 DISNEYWaltDisneyStudiosAUNZ #Cinderella Disney.com.au/Cinderella
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The Captain’s
Getaways
ALSO IN THIS EDITION
Queensland / Fiji / South Australia
A N D L O A D S M O R E I N S I D E
VEGAS NIGHTS
JUNE 2015
DISNEYLAND CELEBRATES
ITS ANNIVERSARY
THE BIG 60!
AN INSIDE GUIDE FROM
HUMAN NATURE
©Disney
CONTENT IS KINGCONTENT IS KING

10. HELLO
INNOVATIVE
CO-OP
PARTNERSHIP
DESIGNED & NEGOTIATED A NEW NATIONAL CO-OP & ADVERTISING
PROMOTION MODEL WITH A LEADING TRAVEL WHOLESALER
THE PROMOTION & NEW-MODEL DELIVERED RECORD SALES OF +26% YOY DURING THE CAMPAIGN PERIOD

11. PIONEERED A NATIONAL
TRAVEL AGENT TRAINING &
LOYALTY PROGRAM
CONNECTING DIRECTLY WITH OVER 7,000 LOCAL
TRAVEL AGENTS. LEVERAGING A CRM SYSTEM,
EVENTS, ONLINE, TRADE MEDIA, TRAINING
PROMOTIONS & INCENTIVES TO ENGAGE &
CONVERT AGENTS. THE PROGRAM ON TRACK TO
CONTRIBUTE INCREMENTAL 4% IN REVENUE

12. CREATED A WORLD-FIRST LIVE EVENT, EXCLUSIVE MERCHANDISE
RANGE AND DYNAMIC PUBLIC RELATIONS CAMPAIGN TO LAUNCH A
NICHE ENTERTAINMENT BRAND IN AUSTRALIA
LEVERAGING A HUMBLE MARKETING BUDGET OF $50K
WITHIN 12 MONTHS, ANZ WAS THE #1 INTERNATIONAL MARKET FOR THE BRAND. WHILE THE
LIVE EVENT & MERCHANDISE SOLUTION BECAME A WORLD’S BEST PRACTICE WHICH WAS
ROLLED OUT INTO THE USA, EUROPEAN, LATIN AMERICA & ASIA MARKETS

13. REPOSITIONED & REVIVED A MATURE
EVERGREEN FRANCHISE IN DECLINE, TO
RECLAIM POSITION AS #1 GIRLS FRANCHISE
IN AUSTRALIA AND GROWTH OF +5% YOY
INSPIRED BY CONSUMER RESEARCH AND
SOCIAL MEDIA INSIGHT, CREATED AN
IMMERSIVE TRANS-MEDIA PROMOTION
SPANNING NATIONAL CINEMAS, MASS-RETAIL,
ONLINE, AND SOCIAL. THE PROMOTION
BECAME A BEST-PRACTICE, AND WAS
ADOPTED BY USA & LATIN AMERICA MARKET

14. SPEARHEADED THE LAUNCH
OF A NEW DIGITAL PUBLISHING
BUSINESS MODEL
CONTRIBUTING INCREMENTAL REVENUE TO THE
TOTAL BUSINESS, ULTIMATELY STEERING THE
BUSINESS TO YEAR ON YEAR GROWTH IN A
DECLINING INDUSTRY

15. LET’S CONNECT
CONTACT ME FOR A COFFEE
linkedIN/leesiefken
lsiefken@gmail.com
0468 852 851