Georgia McNeil

Responsible for leadership across major client accounts and high-impact launches within a multi-brand environment. Oversaw brand strategy, brand architecture, campaign planning across digital/OOH/social/PR/experiential, and digital ecosystem oversight. Managed commercial and operational delivery including forecasting, workflow discipline and financial management for large budgets. Drove category and pricing strategy, translating category insights into portfolio optimisation and price/pack changes while protecting premium positioning. Supported multiple clients including beverage and financial services brands and contributed to large-scale account performance and launch outcomes.

Own global brand strategy and full-funnel execution for Innocent Bystander, including annual brand plan, pricing & portfolio optimisation, media, PR, digital, OOH and events. Launched a new brand platform and creative manifesto; briefed and selected agencies; delivered creative assets across OOH, Meta and TikTok, establishing a cohesive creative system that scaled across channels. Designed and led the Mobile Cellar Door program end-to-end with a custom-built van and sell-out launch event, generating strong retail/partner leads and reach; established ongoing roaming presence at Queen Vic Market with major 2025 festival partnerships secured. Led partnership and co-created content with Four Pillars (sold out masterclass). Planned and executed pop-up activations (e.g., Babylon pop-up), achieving high visibility and measurable reach; drove weekend sell-outs and peak venue performance. Managed price architecture and portfolio levers to grow priority categories while maintaining premium posit

Led the business for Deloitte on a high-profile services/app launch, built from purpose through brand and customer experience to demand generation. Managed a +$10M creative/production budget and +$35M media budget with weekly reporting on revenue, margins and ongoing forecasting. Managed senior stakeholder alignment across time-sensitive global/local teams, leveraging multiple capability teams. Led a 30+ person team across a 12–16 month period producing thousands of assets with retail variations, using both onshore and offshore creative resources. Developed ways-of-working for Deloitte and an offshore content factory. Delivered key outcomes including achieving early KPIs within a week of launch and helping the app become Australia’s most downloaded in its first week. Also led additional brand experience work-streams for global tourism campaigns coordinating multiple time zones and multiple stakeholder groups.