GLOBAL DESTINATIONS, LEISURE, TOURISM & TRAVEL EXPERT

1. LEE SIEFKEN
A SELECTION OF PROFESSIONAL ACCOMPLISHMENTS
HEAD OF MARKETING
GLOBAL DESTINATION, LEISURE, TRAVEL & TOURISM EXPERT

2. THIS B2B & B2C STRATEGY SUCCESSFULLY REBUILT &
REVITALISED THE LOCAL BUSINESS & MARKET TO
EXCEED ANNUAL ADMISSION, ROOM NIGHT & REVENUE
GOALS WITHIN BUDGET. ULTIMATELY RECLAIMING THE
POSITION AS THE #1 INTERNATIONAL MARKET OUTSIDE
NORTH AMERICA FOR DISNEYLAND RESORT IN
CALIFORNIA, AND A TOP 10 INTERNATIONAL MARKET
FOR WALT DISNEY WORLD RESORT IN FLORIDA AND
DISNEY CRUISE LINE
BUILT & EXECUTED THE AUSTRALIA & NZ
MARKETING & SALES STRATEGY FOR
WALT DISNEY PARKS & RESORTS
PORTFOLIO OF DESTINATIONS

3. DEVELOPED A WORLD-FIRST
STRATEGIC MEDIA & MARKETING
PARTNERSHIP BETWEEN TWO
PRESTIGIOUS TRAVEL BRANDS
SPANNING TV, CINEMA, ONLINE, PRINT, SOCIAL & PR
THROUGH THIS PARTNERSHIP, LEVERAGED EXISTING
OWNED & BOUGHT MEDIA TO TRIPLE TOTAL MEDIA
VALUE & NOISE WITH NO INCREMENTAL INVESTMENT.
ULTIMATELY STIMULATING SALES GROWTH OF
+13% YOY DURING THE CAMPAIGN PERIOD
(WHERE INDUSTRY TREND WAS +4% YOY)

4. CREATED A GROUND-BREAKING
OMNI-CHANNEL PUBLIC RELATIONS
CAMPAIGN TO LAUNCH A MAJOR
INTERNATIONAL DESTINATION EVENT
CONNECTING WITH AUSTRALIA’S LEADING ONLINE,
SOCIAL & TRADITIONAL MEDIA INFLUENCERS.
GENERATING OVER $2 MILLION MEDIA VALUE WITH
A PR INVESTMENT OF $105K. DOUBLING
FORECAST SALES OVER THE PROMOTION PERIOD

5. SECURED COVETED PRIME
TIME MEDIA COVERAGE
THANKS TO STRONG &
AUTHENTIC RELATIONSHIPS
WITH INTERNATIONAL
TOURISM BODIES &
PARTNERS
WITHIN A 9 MONTH PERIOD,
SUCCESSFULLY SECURED SPECIAL
BROADCASTS OF SUNRISE FROM WALT
DISNEY WORLD & TODAY SHOW FROM
DISNEYLAND THANKS TO STRONG
RELATIONSHIPS WITH LOCAL TOURISM
BODIES, TRAVEL WHOLESALERS &
RETAILERS. DELIVERING MEDIA
EXPOSURE VALUED AT EST $1.1M FOR
REAL COST OF $52K

6. LED THE CREATION & EXECUTION OF
WALT DISNEY PARKS & RESORT’S ANZ
ONLINE & SOCIAL MEDIA STRATEGY
SUCCESSFULLY NURTURING A COMMUNITY OF
HALF A MILLION AUSTRALIANS ACROSS ALL
MAJOR SOCIAL MEDIA PLATFORMS. EXCEEDING
REACH, ENGAGEMENT & CONVERSION TARGETS

7. DESIGNED POWERFUL, INNOVATIVE
CONTENT STRATEGIES & SOLUTIONS
FOR GLOBAL TRAVEL &
ENTERTAINMENT BRANDS
FORGING AUTHENTIC, PERSONAL, & LOCALLY-
RELEVANT RELATIONSHIPS WITH EXISTING & NEW
CONSUMERS THROUGH GREAT CONTENT.
STIMULATING POSITIVE & PROFITABLE BEHAVIOUR
FOR THE BRANDS & THEIR PARTNERS
The Captain’s
Getaways
ALSO IN THIS EDITION
Queensland / Fiji / South Australia
A N D L O A D S M O R E I N S I D E
VEGAS NIGHTS
JUNE 2015
DISNEYLAND CELEBRATES
ITS ANNIVERSARY
THE BIG 60!
AN INSIDE GUIDE FROM
HUMAN NATURE
©Disney
CONTENT IS KINGCONTENT IS KING

8. CREATED A DYNAMIC, INFLUENTIAL
CONSUMER CRM STRATEGY THAT
LEVERAGED LOCAL & GLOBAL DATA
RESOURCES & INTELLIGENCE
BUILDING A POWERFUL & PERSONAL CONNECTION WITH
OVER 200K ANZ CONSUMERS, NURTURING THE
RELATIONSHIP TO UNCOVER NEARLY $1 MILLION
INCREMENTAL REVENUE

9. WITH 52% OF OUT-BOUND-GUESTS
BOOKING THROUGH TRAVEL
AGENTS, PIONEERED AN ALL-NEW
NATIONAL TRAVEL AGENT
ENGAGEMENT, TRAINING & LOYALTY
STRATEGY FOR DISNEY
CONNECTING DIRECTLY WITH OVER 7,000 LOCAL
TRAVEL AGENTS. LEVERAGING A CRM SYSTEM,
EVENTS, ONLINE, TRADE MEDIA, TRAINING
PROMOTIONS & INCENTIVES TO ENGAGE &
EMPOWER AGENTS. THE PROGRAM CONTRIBUTE
INCREMENTAL 6% IN REVENUE WITHIN 12 MONTHS

10. HELLO
INNOVATIVE
CO-OP
PARTNERSHIP
DESIGNED & NEGOTIATED A NEW NATIONAL CO-OP & ADVERTISING
PROMOTION MODEL WITH A LEADING TRAVEL WHOLESALER
THE PROMOTION & NEW-MODEL DELIVERED RECORD SALES OF +26% YOY DURING THE CAMPAIGN PERIOD
AND DELIVERED INCREMENTAL MEDIA VALUE IN EXCESS OF $300K

11. IDENTIFIED A NEW DISTRIBUTION
CHANNEL & MODEL WITHIN ANZ
MARKET FOR A GLOBAL DESTINATION
WORKING IN COLLABORATION WITH INTERNAL &
EXTERNAL STAKEHOLDERS TO ESTABLISH THE
NEW CHANNEL & MODEL SUCCESSFULLY
CONTRIBUTING INCREMENTAL 7.5% IN REVENUE
ANNUALLY

12. CREATED A WORLD-FIRST LIVE EVENT, MERCHANDISE, SOCIAL &
PUBLIC RELATIONS CAMPAIGN TO LAUNCH A NICHE
ENTERTAINMENT BRAND IN AUSTRALIA
LEVERAGING A HUMBLE MARKETING BUDGET OF $50K
WITHIN 12 MONTHS, ANZ WAS THE #1 INTERNATIONAL MARKET FOR THE BRAND. WHILE THE
LIVE EVENT/MERCH/SOCIAL SOLUTION BECAME A WORLD’S BEST PRACTICE WHICH WAS
ROLLED OUT INTO THE USA, EUROPEAN, LATIN AMERICA & ASIA MARKETS

13. UPON TAKING ON A $7 MILLION DIVISION I WAS
CHALLENGED TO GROW THE BUSINESS TO
$10 MILLION ANNUALLY IN 2 YEARS.
THROUGH STRATEGIC SALES CHANNEL &
PROMOTION PLANNING, I NURTURED THE
BUSINESS TO $11.7 MILLION IN 12 MONTHS
WHILE INCREASING PROFITABILITY BY 2.8%
SMASHED SALES HURDLES
WHILE INCREASING
PROFITABILITY

14. LET’S CONNECT
CONTACT ME FOR A COFFEE
linkedIN/leesiefken
lsiefken@gmail.com
0468 852 851