Lee Siefken has had a successful career leading marketing for global travel brands. Some of her accomplishments include transforming the Australian market for Disney parks to exceed annual goals, designing strategic partnerships that tripled media value with no extra cost, and pioneering new digital and loyalty programs that contributed significant revenue growth.

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
Advertising
©2015 DISNEYWaltDisneyStudiosAUNZ #Cinderella Disney.com.au/Cinderella
Cinderella_NIdeaWIN 2015-02-25T11:32:48+11:00
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