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What does marketing mean to me? I certainly didn’t embark on a career in marketing to drive sales of high volume consumer goods or the latest gimmicky innovation to hit the shelves. Such blatant consumerism riles me as does the association marketing has with it. 

I am an anti-consumerist marketer. I live a minimalist life. I pursued a career in marketing because I’m fascinated by consumer behaviour and brand building. Though where I find purpose is through building communities, getting people outdoors and inspiring positive change through genuine experiences and authentic story telling. 

For me, authenticity is key. So is respect for the consumer and the planet. As said by Yvon Chouinard, “How you climb a mountain is more important than getting to the top”. This sums up how i aim to live, from my relationships with people and the activities I pursue like climbing, surfing and skiing, to making decisions about how as an individual I can reduce my impact on the planet. I seek authenticity in my career also, through the companies, brands and products I market. I perform at my highest level in roles where I can blend my personal interests with my values, with a tribe of my own people, working toward an authentic vision that reaches beyond the bottom line.

As the Global Go To Market (GTM) Manager I am tasked with working with regional marketing teams (NA, EMEA and APAC) along with the Global Brand and Marketing team to plan and deliver global marketing initiatives and product launches across all channels and touch points, both digital and physical. I also leading our team of Product Marketing Managers and oversee the Global GTM budget.

Global GTM Manager

Head of marketing for The North Face in Australia and New Zealand. My team and I are responsible for localising the global marketing strategies for the brand and implementing these across the full spectrum of marketing functions and business channels - retail, wholesale, outlet and e-commerce.

- Brand Advertising Campaigns (Print, digital and out-of-home media)
- Sports Marketing (Athlete & events Sponsorship)
- Digital & e-Commerce Marketing 
- CRM, Database/Email Marketing
- Content Marketing Strategy & Production
- Public Relations
- Social Media
- Trade (wholesale) Co-op Marketing 
- Retail Marketing
- Strategic Partnerships

Brand Marketing Manager

Head of marketing for the Outdoor and Action Sports group at True Alliance, which includes The North Face, Teva and Sanuk. Operating marketing for three highly successful global brands in the apparel, equipment and footwear industries. 

The highlights of this role were: 
- Launching The North Face e-commerce platform
- Launching Teva into the mountain bike footwear category, which involved establishing the Teva Slopestyle event in Queenstown (the first of its kind in the region), developing a local athlete team including the late Kelly McGarry, engaging with endemic media and the broader mountain bike community through the development of authentic content and marketing. 

The biggest challenge in this role were managing the diverse demands of three different brands, with a team of 2.5. With such a small team we were forced to continually prioritise and focus on the most fundamental and impactful marketing activities, developing a strong appreciation for what really works.

Marketing Manager - The North Face, Sanuk & Teva

Sales/Product Showings, Order Book Maintenance, Backorder Management, Customer Service, Public Relations, Advertising, Sponsorship.

Brands: Scarpa, Berghaus, Edelrid, Kong, Sierra Designs, Optimus of Sweden, Light My Fire, Stubai, Backcountry Cuisine.

Sales Coordinator

Client: Westpac Banking Corporation - one of Australia's 'top four' financial institutions. Managed the production of direct marketing collateral for Home Loan and Investment products. From initial client briefing to presentation of artwork concepts and eventual execution. Worked between client, art directors, copywriters and production teams.

Account Executive

Worked in association with the Brand Manager to plan and implement marketing strategy across 4 brands; Lip Smackers, Ten-O-Six, Bonne Bell and Medicated Lip Care. During my time here we repositioned and relaunched two of these brands.

I undertook this role whilst completing my bachelor degree in Marketing at Macquarie University.

Assistant Brand Manager

Stephen Winnacott is a Global GTM Manager at Arc'teryx Equipment Inc. in North Vancouver, BC.

Stephen Winnacott

Stephen Winnacott

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