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Fresh thinking and strategy prompted

Blackmores to give the CEO hero's award

to Virginia for delivering great results.


As Marketing Manager at Blackmores Virginia was responsible for $100million across womens, pregnancy, kids, mens, multis, ageing and arthritis categories.


  • Virginia secured the CEO ‘s hero award and and also excellence in marketing award after delivering $15million in extra sales with $9million alone being from new products.

  • She was both author and thought leader for fresh strategy and positioning leading to new campaigns and products.

  • Highlights include :

    • an on pack and media partnership with WWF for Blackmores ECOproducts (Sustainable krill).

      • This gave Blackmores a credible quality ECO point of difference.

      • Included a campaign led by a digital hub, facebook posts, PR, print, education in store and heavy TV

    • In ageing and arthritis, a category fueled by baby boomers :

      • FISH OIL: Several cutting edge new products launched due to a new understanding of how fish oil helps arthritis.

        • Heavy marketing included TV and digital, a packaging overhaul and also a marketing campaign to doctors and pharmacy assistants including easy to digest e-learning modules.

        • PR -  A 15 minute positive story with testimonials was secured on both Today Tonight and A Current Affair, an almost impossible task

      • ALIVE MULTIVITAMINS – An aggressive launch into multivitamins with a focus on the end benefit, energy.

        •  Accompanied by an aggressive campaign which included TV /mag/ digital /social/ experiential and sampling.

        • Product was specifically formulated for the market gap and point of difference.

      • PREGNANCY  - A strategy formulated to capitalise on the current baby boom.

        • included product development, heavy digital and app development work.

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