Martin Muller

Global wine company that manages vineyards, produces and markets a diverse portfolio of premium wines, and distributes them worldwide. • Managed end-to-end campaign delivery for multiple Treasury Wine Estates brands, from brief to post-campaign reporting. • Planned and executed integrated media campaigns in the alcohol industry across social (Meta and TikTok), search (Google Ads), Youtube, programmatic native and display, digital OOH, audio, retail media channels. • Conducted consumer research to shape quarterly and annual strategies for global leading brands including Penfolds and 19 Crimes. • Translated data insights into actionable strategies using Google Analytics, Looker Studio, and Power BI. • Built media plans and managed content workflows to ensure timely and effective campaign execution. • Drove e-commerce sales for Penfolds through multi-channel performance marketing including search, social, programmatic and affiliate marketing. • Led incrementality testing to optimise spend efficiency and maximise profitability across brand portfolios. • Managed end-to-end affiliate program rollout for Penfolds, including RFP, onboarding and ongoing performance management. • Supported martech operations including Meta CAPI, Google Enhanced Conversions and system integrations including CDPs, DSPs, pixel tracking, viewability and analytics tools.

Managed an annual $4M paid social budget for National Australia Bank products across Meta, TikTok, Snapchat, LinkedIn, and Pinterest. Executed paid search marketing campaigns across Google Ads aiming for awareness and conversions. Tested new features and strategies for market leadership in innovation. Responsible for end-to-end campaign management, from insights to reporting. Managed two media coordinators, providing training and guidance.

• Planning web conversion, lead generation, consideration and awareness campaigns. Presenting results and optimizations in weekly client meetings, while keeping them updated on innovation opportunities and trends within the evolving media landscape. • Experience in audience planning, custom event creation, tag management, AB tests, and brand lift studies. • Managing coordinators' progress and providing performance feedback.