Expert
Email Verified Louis W
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Member since November 3, 2020

Business analysis, leadership, skilled investigator, marketing and communications strategy, content creation, business planning, project management, stakeholder engagement, crisis management and negotiation.

I am a passionate, internationally experienced professional that has worked in Australia, England, and Japan across a variety of senior, multi-dimensional roles in the publishing and corporate world. For the past fourteen years, I have managed and operated my own consultancy firms, where I have worked with some of the world’s largest companies undertaking a wide variety of projects. These have included business intelligence investigation analysis, crisis communications, marketing, and branding initiatives, long-running community engagement ventures, external and internal communication strategies, and content creation. Throughout my career, I have negotiated substantial six and seven-figure deals with clients such as Apple, Microsoft, UK Government, and Channel 4, with strategic partnerships to benefit and leverage each party.

I have previously held senior roles in the publishing industry in Australia and England, where I have led up to 15 people in a busy newsroom, controlled budgets in excess of $10M, as well as overseen complex management of multiple projects delivered to schedule. Demonstrating strong leadership skills and sound business acumen, I am a team player and an excellent communicator with a strong work ethic. With expertise across journalism, corporate publications, media consultancy, and branding and marketing strategy, I am seeking my next opportunity in which I can apply my knowledge and skills in an environment supportive of growth and development.

Experience

Director

  •  White Tiger Media Productions Pty Ltd
  •  Feb 2006 - Present

Achievements:

  • Establishing and managing a successful media consultancy firm servicing multi-national companies across diverse fields including construction, science and research, real estate, customer service, financial services, mining, enterprise, and media. Projects include:

LafargeHolcim: Successfully negotiated the re-positioning of a new quarry build in Marulan

  • Successfully highlighted and emphasized to the community, media, and NSW government that LafargeHolcim invested $250M into the region to build vital community infrastructure
  • Established a community investment fund where up to $50K was awarded to local projects where the community voted and decided on funding allocations
  • Employed community members into permanent and casual roles on the quarry site
  • Established a steering committee comprised of LafargeHolcim employees and local community members that met weekly
  • Met and regularly communicated with residents concerned about lighting, noise, and dust from the quarry to re-assure them of plans and facilitate input
  • Met with the NSW Minister and her media team regularly to provide strategic updates

LafargeHolcim Foundation: Organised an international marketing event

  • Organized an international expert on sustainability (Dr. Nirmal Kishnani) to visit Australia to lecture and hold discussions about the economics of sustainability and green buildings
  • Partnered with four universities including Curtin University, Melbourne University, University of New South Wales, and The University of Queensland, where four lectures were held in five days in orientation week to pack lecture halls with debates and student engagement
  • Successfully used both niche and mainstream media to capture awareness
  • Partnered with the Australian Institute of Architects and Engineers Australia so that members could attend lectures and receive points or credit towards membership

LJ Hooker: Create the brand into the No.1 residential real estate company in the country

  • Successfully negotiated a three-way partnership with Qantas and Channel 9’s ‘The Block’ to cross-promote all three brands
  • Planned and implemented marketing content for both online and print along with a video to re-iterate brand awareness and launch strong marketing campaigns that had enormous success, such as the Qantas Frequent Flyer one million points program for requesting a free property appraisal, which resulted in a 52% increase in listings, of which approximately half were converted into sales
  • Wrote new marketing and advertising copy including the 2013 winning submission that saw LJ Hooker named the Major Real Estate Network of the Year at the inaugural national Australian Real Estate Awards
  • Compiled the submission for the Major Real Estate Network of the Year, which they were duly rewarded with again in 2014
  • Re-established the commercial side of the brand that had undergone a name change and been sidelined due to the residential growth but is now being given priority in promoting its’ brand awareness status

 COPC Inc: Promote the brand to gain traction and awareness in Australia and Asia

  • Marketing and PR strategy raised a company and individual Asia-Pacific CEO awareness and built client base throughout Asia-Pacific
  • Engaged in crisis communications with specific issue management in China
  • Researched and marketed White Papers, Thought Leadership, and strategic documents for promotion throughout the Asia-Pacific region
  • Ghostwriting of CEO speeches, LinkedIn columns, and articles for mainstream newspapers such as The Australian

Kroll: Investigated individuals and companies seeking private equity funding or to list on ASX

  • Effective investigation of individuals seeking to raise large private funds for business growth
  • Successful business intelligence and operational risk research discovering wide-scale fraud of a renowned Australian company
  • Uncovered breach of liability by individuals in publicly listed companies
  • Discovered false businesses and resumes from individuals seeking to raise $20M from private equity
  • Identified, remediated, and monitored risk for companies looking to invest funds of up to $100m in businesses in Australia
  • Tracked illegal funds being transferred into overseas accounts to avoid scrutiny from the Australian Tax Office and the Australian Securities and Investments Commission

NSW Government: Fire and Rescue NSW and NSW Department of Justice

  • Created awareness of updated legislative and policy changes and maintained and created alerts during bushfire crisis
  • Successfully maintained a central contact point for updating media through bushfire crisis
  • Worked closely with Commissioner on policy, emergencies, and general media strategy
  • Contributed to the successful redesign and implementation of a new consumer-facing website
  • Wrote policy documents and speeches for the Commissioner and relevant departments
  • Contributed to strategy, tactics, and implementation of new legislation for consumers

Freelance Journalist and Publisher

  •  Feb 2006 - Present

Achievements – Journalism

  • Held the titles of Publisher, Editor-in-Chief, Editor, and Business Manager
  • Widely and regularly contributing to leading consumer and contract publications, including daily newspapers, consumer magazines, and websites around the world, publications include The Australian, The Australian Financial Review, The Sydney Morning Herald, The Age, The Times, The Financial Times, The Guardian, The Sunday Telegraph, Campus Review, Business Age, Inside Sport and Management Today
  • Writing across various subjects including business, finance, commercial property, politics, education, sport, human resources, health, general news, and lifestyle
  • Compiling and presenting feature articles and most influential lists, profiling business leaders, crafting news stories, match reports, and investigative pieces
  • Asked to compile and write the Top 50 most influential businesspeople for The Australian
  • Launched publications including the Sydney Swans Yearbook and the official AFL Diary and written and edited The Good Questions Guide
  • Self-published two books including the first novel in 2013, Sandcastles, with another three to be published in 2021

Achievements – Corporate

  • Worked on a wide range of corporate projects with multi-billion-dollar international companies such as JLL, LJ Hooker, AOL, Macquarie Bank, Deloitte, Vodafone, and Volkswagen, additional clients include the AFL, Cricket Australia, CPA Australia, and the NSW Fire Brigade
  • Producing standalone and regular publications where I manage the entire budget and see the project through from idea creation to finished publication
  • Completing White Paper briefings and finished product, website writing, advertising and email newsletter copy, board reports, business plans, and strategic documents
  • Creating 12-month media plans, helping companies be proactive instead of reactive, delivering media training, detailed research reports, and planning media campaigns
  • Writing, editing, and publishing a quarterly magazine for an international client
  • Developing media strategy with a global foundation to partner with four Australian universities incorporating a guest lecture series with an international speaker to promote the foundation’s core activities of sustainable building construction
  • Planning a 12-month media campaign with one of Australia’s leading real estate agents

Achievements – Creative/Online TV

  • Successfully approached the Sydney Swans and AFL with creative ideas for publications to mark significant anniversaries, where I was involved in every aspect of the publication, including writing copy, editing, design, finished product, marketing, and distribution to a variety of networks
  • Scripting, interviewing, editing, and producing daily TV news and special features, applying valuable knowledge in producing high-quality video content
  • Conceived the idea for “Heroes of Sport and Business” for evoTV (evotv.com.au), this series targeted eight successful former athletes that have since had successful business careers

Magazine Publisher

  •  Chartered Accountants Australia and New Zealand
  •  Feb 2005 - Mar 2006

Achievements:

  • Increased advertising revenue from $80K per issue to $160K per issue including personally selling $175K of advertising space in six weeks
  • Implemented a membership survey to determine member content and changed editorial structure based on results
  • Commissioned and successfully managed a complete re-design of the magazine
  • Managed an external sales agency, contracted editorial publisher and internal team members

Business Manager

  •  Hearst UK
  •  Jan 2001 - Aug 2004

Achievements:

  • Managed up to twenty staff across editorial, sales, production, and marketing disciplines
  • Compiled yearly business plans for four leading consumer magazines, including full financial accountability and pricing strategy
  • Successfully implemented a Europe wide distribution
  • Calculated profitability of each issue and financial analysis for new product launches
  • The compiled business case for new supplements that accompanied magazines
  • Reported on business operations to the Publisher, Managing Director, and Board of Directors

Education

Diploma in Law

  •  The University of Sydney

Executive Master of Business Administration

  •  Cranfield School of Management

Graduate Management Qualification (Business Management)

  •  UNSW Business School      

 

Graduate Diploma in Business (Marketing)

  •  Edith Cowan University

Bachelor of Arts (Social Sciences) Major: Journalism, Politics and History

  •  Curtin University of Technology

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