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STEPHEN BYRNE STRATEGY + ANALYTICS DIRECTOR PLANNER + WRITER


STEPHEN BYRNE STRATEGY + ANALYTICS DIRECTOR + PLANNER + WRITER One of Australia’s most consummate international strategists & planners. Currently consulting Director of Strategic Planning & Analytics at Disperse Interactive New York and strategy director at DIFFUSION Sydney. For the past 15 years I have held director and Board level roles leading digital, brand and marketing strategy and programs in the US, UK & Australia, providing high level analysis, vision & positioning, analytics, segmentation & modelling, strategic brand planning, management & direction to senior management at a wide variety of corporations, organisations, businesses &startups across multiple sectors. Internationally I have worked with AMP, Bolero International Buhrmann nv, Cable&Wireless, Coutts Bank, Ford, GKR Group, Grosvenor, Henderson Global Investors, Johnson&Johnson, Prudential Corporation, Verio, Roche, Radiant Knowledge Systems & Unilever. In Australia I have worked with the Audant Group, Australia Post, Australia Network, Broadcast Australia, Children's Cancer Research Institute of Australia, Elders, Energi Design, EP&T, HMG, National Hire/CAT Rental, Liberate Technologies, NetReturn, PrintSoft, Total Recruitment Group, TMS, Technique, University of NSW & VicUrban. I have taught, published & presented extensively in both the UK & Australia on brand trends, marketing & communication issues. For my analysis of brands, digital & marketing go to www.diffusionblog.com, it is Australia's leading brand blog & recognised as one of Australia's top marketing blogs. I am also a regular commentator for Marketing Magazine Australia & for Digital Ministry.com New York. I hold a Masters in Communication. Career goals

To develop & grow the value of brands & business To work with companies that embrace excellence & innovation in their field, coupled with sound ethical, social & cultural values. A senior management & /or role combining the qualities of advisor, mentor & influencer. Seeking an open, flexible & creative culture that puts people & these values first.

Address

Mobile/Cell +61 0 40 3944642 or US +1 347 725 1663 E-Mail stephenbyrne@diffusion.com.au Web www.diffusion.com.au

Nationality

Australian citizen

Attributes

. 15 years+ experience as strategic counsel & planner on international & national brand, digital & marketing communication strategy & programs . 15 years+ business planning, due diligence, vision development, brand positioning, value proposition development, brand analysis, planning, analytics, consumer & business insights, marketing metrics, communications planning, PR, advertising, digital strategy, website development . Experienced board/company director/senior director . Significant agency business development on large accounts including national, pan European, global RFPs & tenders . Extensive external agency selection & vendor management . Thought leader & board level influencer . Strong functional &cross functional team (22+) management skills & experience . Extensive budget management (to $35m) . Trained university educator . Trained journalist, writer & plain English expert . Expert communicator, workshop facilitator, writer & presenter . Highly developed qualitative research skills . Highly developed web analytics skills


Career highlights

. Founded DIFFUSIONblog. Top 50 marketing blogs in Australia . Developed strategy & positioning for new global shipping market entrant, Bolero . Repositioned one of the world’s oldest private banks, Coutts Bank . Repositioned UK supermarket chain ASDA . Created brand & positioning for global B2B portal, Mesania . Devised new global go-to-market strategy for Burhmann/Corporate Express . Repositioned, developed brand & communications strategy for merger of national equipment hire company, National Hire, creates second largest in Australian market . Developed vision & positioning for diversified company, Elders . Brand strategy & positioning helps create $200m Australian mining & engineering group, HMG . Developed brand strategy & new identity for new $175m Lowy Cancer Research Institute Sydney Australia

Qualifications Courses

Master of Arts/ Communications (MA) UWS 1996 . Subjects in Masters in Business Administration, Australian Graduate School of . . Management (AGSM) 1994 . Project management UWS 1994 . Financial management, Coopers & Lybrand 1994 . Advertising management, AGSM Sydney 1993 . Total quality management, AGSM Sydney 1993

Boards & Advisory

Mentor, Public Relations Program, Humber College, Toronto Canada 2009 Member, International Advisory Council for the World Brand Congress, Mumbai 2009

Work history

CONSULTING DIRECTOR STRATEGIC PLANNING & ANALYTICS DISPERSE INTERACTIVE 2009 – current Social Media Marketing agency, New York USA Analyse transactional, usage and behavioral trends; analyse engagement metrics; segment and archetypal modelling; provide requirements briefs for data capture and dashboard display; provide summary insights in interim and full reports for all metrics; provide key data learnings and insights; provide recommendations on brand and marketing strategies; brand and marketing strategic planning

Clients: Colgate-Palmolive, Ford, Johnson & Johnson DIRECTOR, DIFFUSION 2002 – current Strategy agency, Sydney Australia Co-founder & strategy director. Brand strategy, naming, marketing communications consultancy & management services. Planning & implementation on all aspects of internal & external communications; market, customer segmentation & positioning; corporate identity; business development including tender preparation; pitch strategy management & development; qualitative research & analysis; direct management of client project & 3rd parties. Clients: Audant Group, Children’s Cancer Research Institute Australia, Energi Design, Total Recruitment Group, EP&T, HMG, Lucas Design Partners, National Hire/CAT Rental, Lee Wharf Developments, Liberate Technologies USA, NetReturn, SMB, TMS, Technique, University of NSW ASSOCIATE DIRECTOR STRATEGY, INTERBRAND 2007 - 2008 Global brand consultancy Consulting director working across multiple sectors. Vision & positioning; Brand strategy, verbal branding & naming, brand architecture, consultancy & management services. Strategic planning & implementation of brand solutions on internal &external communications; market, customer segmentation & positioning; corporate identity; business development including tender preparation; pitch strategy management & development; qualitative research & analysis; direct management of clients & projects.


Clients: Australia Post, Australia Network, Broadcast Australia, Elders, PrintSoft, VicUrban GLOBAL STRATEGY CONSULTANT, 2000 -2 Brand & marketing strategy consultant London, Sydney Provided business, digital and brand strategy, planning & development consulting on global projects; qualitative research and benchmarking; global 3rd party & vendor search & selection; partner & relationship management; conducted due diligence on international business investment opportunities; business case analysis & planning Clients: Grosvenor, AMP, Henderson Global Investors, Maltacom DIGITAL STRATEGY DIRECTOR, NUCLEUS, London 1999-2000 London brand consultancy Board-level director: directed & managed digital strategy consultancy services, planning & implementation on strategic branding, marketing & communications; naming & corporate identity programs; business development including tender preparation; pitch strategy management; qualitative research & analysis; direct management of client project & design teams; business development & pitch management Clients: ASDA, Cable & Wireless, Burhmann NV, Grosvenor, Home Owners Friendly Society, Mesania, Roche, Unilever, Verio DIGITAL STRATEGY DIRECTOR REVOLUTION, London 1997-1999 London brand communications agency Directed & managed client digital strategy consultancy services & practice development; planning & implementation on all aspects of marketing communications & branding including offline, digital & web based business development; corporate identity, literature, internet; new business development, tender preparation; pitch strategy management & development; qualitative research & analysis; management of client project & design teams; business development & pitch management Clients: Bolero, British Labour Party, Cable & Wireless, Coutts Bank, Radiant STATE MANAGER, MARKETING SERVICES, NSW TAFE 1989 - 1997 Australia’s largest post-school vocational education provider Directed State-wide strategy, planning & production for all corporate marketing communications, promotions, advertising & publications for in-house blue chip government marketing services agency Annual budget $35m, supervised staff 22+ Extensive external agency selection & management Other work Publications & Presentations

. Teacher, Advertising Strategy, University of Western Sydney 2006 . Teacher, Communications Theory & Practice UWS 2005-6 . Article: MetroScreen Magazine Broadcast television faces the break boundary Australia January 2010 . Article: Brands behaving badly, Marketing Magazine August 2009 . Blog syndicated Transfer: www.digitaltransfer.com.au July 2009+ . Blog syndicated Digital Ministry: www.digitalministry.com June 2009+ . Article: Have the days of the printed phone directory come to an end? Marketing Magazine, March 2009 . Blog: AdAge USA, Global Idea Network www.adage.com/globalidea network November 2008+ . Blog syndicated: Marketing Magazine Australia www.marketingmag.com.au/blogs/ November 2008+ . Blog: DIFFUSIONblog (www.diffusionblog.blogspot.com), November 2004+ . Article: Why Leadership & vision matter so much, B&T March 2008 . Article: VoxPop, 2008 Futures, AdNews January 2008


. Presentation: Brand in Communication Strategy, Public Relations Institute of Australia 1st Roundtable Series 2006 . Presentation: Brand & Marketing Futures, CEO Institute of Australia 2006 . Presentation: Using Brand for Unfair Advantage, CEO Institute of Australia, 2005 . Article: Getting Ahead in the World, AdNews January 2004 . Presentation: Brand: So what is it anyway? CEO Institute of Australia 2004 . Article: Brand Indifference, AdNews May 2003 . Article: Immersive marketing, AdNews July 2003 . Article: Getting a bad name: how to name your co., AdNews July 2002 . Article: Antibrand: a new manifesto for branding, AdNews May 2002 . Article: Antibrand: a new manifesto for branding, Cisco UK, Oct. 2001 . Article: Creative Industries Report, Design Week UK, March 2000


Stephen Byrne, Strategy Director,