Alex Citizen

alex.citizen@email.com
0499 999 999
Linkedin.com/in/alexcitizen/

Career Profile
Marketing and communications leader with extensive experience in sales, marketing and
communications with national and international businesses including Smithsons, Luxoticala
and Tastemaker. Strong track record in new product introductions and product rebranding,
increasing market share for established products and delivering strategic marketing
initiatives while managing a range of key stakeholders.

Achievements
Management

• Presently leading a marketing consulting firm generating over $30 million in

consulting revenue. Established the firm as one of the leading innovators in
consumer brand marketing.
• Manage six teams across Australia ensuring alignment with business goals and
objectives.
• Following an M&A, managed a large-scale internal change program at
Tastemaker to align culture and better position the business against competitors.
• Spearheaded a national brand refresh including developing a new distinctive
capability, visual identity and a timetable of operational changes.
• Directed and managed creative development team for the successful introduction
of luxury cosmetics brand Luxoticala, making it the #1 consumer brand name for
its classification.

Sales/Marketing

• Led a national marketing campaign for Smithsons, resulting in acquisition of 20

new clients.
• Redesigned product branding and adjusted pricing based on market research for
several major product lines for Tastemaker, resulting in a 65% average increase
in sales.
• Revised long-term share decline of Kickstart cereal with an award-winning ad
campaign.
• Identified a new market for an existing Tastemaker yoghurt product, adding $6
million to revenue over three years.
• Recruited for, trained and managed a national Luxoticala sales campaign that
produced $3 million in revenue in 18 months for a new line of lipstick.
• Conducted training workshops for Luxoticala sales teams across Australia,
resulting in improved customer satisfaction and increased sales.
• Created product name, package design advertising, trade show booth and new
corporate identify for a line of speciality skin creams for Luxoticala.

Communications

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Alex Citizen
 • Managed the rollout of new Smithsons corporate identity across all internal and
external communications including redesign of all merchandise, corporate
stationery, brochures and advertising.
• Managed communications to all Tastemaker stakeholders through a protracted
M&A process.
• Designed, wrote and implemented targeted marketing campaigns for Luxoticala.

Public relations

• Manage Smithsons’ public relations activities including regular updates and press
releases to media and industry associations.
• Oversee Smithsons’ public relations strategy, including fostering relationships
with media, issuing media releases and providing key messages on relevant
issues.

Employment History
2014 to present Managing Director
Smithsons
Consumer goods marketing consulting firm

2010 to 2014 General Manager, Sales and Marketing

Tastemaker
Major breakfast food manufacturer

2004 to 2010 Marketing Manager

Luxoticala
International cosmetics corporation

Education and Qualifications

Master of Business in Marketing, National University, 2004
Bachelor of Commerce majoring in Marketing, National University, 2000

Referees
Available upon request.

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Alex Citizen