NICOLE WILLIAMS
STRATEGIC PRODUCT LEADER
About
An experienced strategic product and marketing leader. Track record of driving
audience and engagement outcomes. Experienced in performance and brand
marketing, B2B loyalty programmes, competitive positioning and product strategy
through to delivery. Successfully created premium positioning leading to higher
margins and outsized impacts against large competitors.
Experienced in marketing and product executive leadership, delivering greater
profitability and #1 market positions. Drives ROI and value focus to consistently turn
product and marketing investment into business results. Recognised as a leader in
the NZ product community, helping to build Trade Me employee brand through
regular speaking engagements.
Work Experience
Head of Product - Marketplace
Trade Me
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Established the MP product team and ways of working during the transition
from PDL roles towards strong product management mindsets
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Have demonstrated a track record of successful bets across shipping, search
and most recently casual buying (MP vibrancy) that have driven increased
revenue during challenging market conditions
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Sponsored listing depth product forecast to create $3M incremental revenue
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Held various HOP roles (Central Tech - 2018, CXO - 2019, Consumer and MP -
2020-2022). PM of Search April 2018 - Nov 2018.
Assistant Product Manager
Mitsubishi Electric
Marketing Assistant
Mitsubishi Electric
Brand Manager
Mitsubishi Electric
Marketing Manager
Mitsubishi Electric
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Premium rebrand: Leveraged customer research to rebrand Mitsubishi Electric
brand in NZ. Established a premium positioning and differentiated CVP which
allowed us to price 15-20% more than competitors with similar product
offerings.
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Lead B2B sales incentive programmes: 3 programmes across travel and points
rewards. Drove increased loyalty and growth in professional heat pump market.
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Strong driver of sales growth leading to #1 heat pump position
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#1 fridge brand in NZ - overtaking Fisher & Paykel with larger whiteware brand
but creating a strong CVP on multi drawer fridges and creating a new market
category which was subsequently copied by F&P, Samsung and Panasonic.
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Consumer marketing: Drove high brand awareness and CVP recognition. Multi
million dollar investment across TV, outdoor and performance marketing
channels.
Head of Product - SilverStripe
SilverStripe
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#1 Content Management Software in NZ
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Reporting to the CEO, lead product management, product delivery and marketing
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Established the product management function and creation of customer aligned
value streams
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Created product and marketing strategy to ensure clear competitive
differentiation to enables growth in international markets.
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Launched Platform as a Service product internationally (focus UK and Australia),
created new revenue line to provide sustainable revenue from open source
(free) software. From grew 0% margin to ~20% for PaaS clients. Leveraged AWS
cloud platform, built new product and service offering.
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Lead customer segmentation to focus on government, tourism and finance.
Co-founder
Summer of Biz Internship programme
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Co-founded a internship programme that ran alongside Summer of Tech for two
years. Placed HR and marketing graduates into intern roles nationwide. Founder
role included branding, launch, fundraising and leading the volunteer team of 10.
Chief Marketing Officer
SilverStripe
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B2B marketing focus with responsibilities across market validation and entry,
growth and sales lead generation.
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Worked closely with the Head of Sales to establish strong practices between
sales and marketing to generate and close leads.
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Lead performance marketing, content generation and events to provide high
quality B2B leads
Education
Marketing and Commercial Law
Victoria University
Skills
Product and marketing leadership
Communication / Storytelling
Interests
EXPERTISE
- Strong ROI and value focus
- Product practices
- Product launches
- CVP / Brand positioning
- Establishing product teams and
practices
- Coaching experimentation and risk
taking
- Developing leadership talent and
succession plans