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.