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Strategic, commercially minded marketing leader with 10+ years’ experience driving category and brand growth across beauty, lifestyle and consumer brands. I specialise in turning insight into clear category strategy, building disciplined ways-of-working, and delivering high-impact multi-channel campaigns that balance creativity with commercial outcomes. I’ve led global brand partners and teams to deliver integrated brand and category plans, including full-funnel execution (pricing, portfolio, media, PR, digital, OOH and experiential). I bring the leadership and structure needed to shape category POV and elevate brand partnerships across ANZ.…Strategic, commercially minded marketing leader with 10+ years’ experience driving category and brand growth across beauty, lifestyle and consumer brands. I specialise in turning insight into clear category strategy, building disciplined ways-of-working, and delivering high-impact multi-channel campaigns that balance creativity with commercial outcomes. I’ve led global brand partners and teams to deliver integrated brand and category plans, including full-funnel execution (pricing, portfolio, media, PR, digital, OOH and experiential). I bring the leadership and structure needed to shape category POV and elevate brand partnerships across ANZ.

Georgia McNeil

Marketing Consultant, Marketing Strategist, Social Media Manager, +5

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Strategic, commercially minded marketing leader with 10+ years’ experience driving category and brand growth across beauty, lifestyle and consumer brands. I specialise in turning insight into clear category strategy, building disciplined ways-of-working, and delivering high-impact multi-channel campaigns that balance creativity with commercial outcomes. I’ve led global brand partners and teams to deliver integrated brand and category plans, including full-funnel execution (pricing, portfolio, media, PR, digital, OOH and experiential). I bring the leadership and structure needed to shape category POV and elevate brand partnerships across ANZ.…Strategic, commercially minded marketing leader with 10+ years’ experience driving category and brand growth across beauty, lifestyle and consumer brands. I specialise in turning insight into clear category strategy, building disciplined ways-of-working, and delivering high-impact multi-channel campaigns that balance creativity with commercial outcomes. I’ve led global brand partners and teams to deliver integrated brand and category plans, including full-funnel execution (pricing, portfolio, media, PR, digital, OOH and experiential). I bring the leadership and structure needed to shape category POV and elevate brand partnerships across ANZ.

Available to hire

Strategic, commercially minded marketing leader with 10+ years’ experience driving category and brand growth across beauty, lifestyle and consumer brands. I specialise in turning insight into clear category strategy, building disciplined ways-of-working, and delivering high-impact multi-channel campaigns that balance creativity with commercial outcomes.

I’ve led global brand partners and teams to deliver integrated brand and category plans, including full-funnel execution (pricing, portfolio, media, PR, digital, OOH and experiential). I bring the leadership and structure needed to shape category POV and elevate brand partnerships across ANZ.

Skills

Experience Level

Expert

Expert

Intermediate

Intermediate

Work Experience

Leadership / Influence (Business Director / Brand & Account Leadership) at Brown Family Wine Group

October 1, 2024 - Present

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.

Global Brand Manager + Category Lead - Dry Style (Innocent Bystander) at Brown Family Wine Group

October 1, 2024 - Present

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

Deloitte Account Leadership (betr launch) at Deloitte

July 1, 2022 - April 30, 2024

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.

Creative/Project Role (Early Career at Y&R) at Y&R

January 1, 2019 - December 31, 2021

Worked on creative and project delivery supporting account/client campaigns across integrated marketing activities. Contributed to creative execution and production workflows under senior direction.

Brand Strategy & Project Leadership (Client-facing & PM) at Weave (previously Interweave Group)

January 1, 2019 - December 31, 2022

Collaborated with senior clients/founders to identify business opportunities, develop marketing strategies and plans, and fill gaps with creative-led solutions. Led stakeholder and project management across multiple internal and external parties (including production houses and media agencies) as project manager and point of continuity. Provided creative leadership internally from strategy through to execution on campaigns, events, brand work and packaging. Ensured brand consistency and integrity against client briefs. Delivered examples including Four Pillars summer campaigns and product launches (with gin sell-out within 48 hours), Four Pillars/Seven: Devil’s Corner Lost Shipment, and Coloursmith by Taubmans brand and app launch (+80k downloads and 18% awareness uplift). Led packaging refinement projects across SKUs (including multiple gin SKUs) and improved premium cues across wine tiers, contributing to national sell-outs. Managed client profitability and weekly reporting to CFO/

Business Director / Account Manager at TBWA

January 1, 2018 - December 31, 2019

Client lead across the agency’s FMCG portfolio, managing large-scale campaigns end-to-end from research, strategy and product development through marketing planning, briefing and execution. Led the Schweppes masterbrand campaign supporting the launch of a new premium tonic; managed a $2M creative/production budget on top of yearly retainer. Drove campaign performance against objectives, contributing to the premium tonic overtaking a key competitor and becoming a market leader with a 15% sales increase. Managed senior stakeholder relationships across creative production and served as a point of contact across supporting media/PR agencies to ensure shared objectives. Led new business pitches including authoring digital strategy proposals and winning an $8M account. Additional responsibilities included leading client portfolio work (e.g., Australia Post, Public Transport Victoria, The Lost Dogs Home, Bel Group and related brands).