January 1, 2010
TVNZ NZ marketing awards
Raise a glass
Originally published in NZ Marketing November-December 2009, page 20
Photo: Alistair Guthrie
Dave Shoemack turns youthful enthusiasm into solid success
Geon
Rookie marketer of the year
Winner
Dave Shoemack Export Gold & Export 33 brand manager at DB Breweries
Dave Shoemack, Export Gold and Export 33 brand manager at DB Breweries, is a surprise. Enthusiastic, optimistic, relaxed, he’s a rising star.
But it’s his maturity, for such a young marketer with such a brief career, that has astounded his bosses and amazed the judges of these awards.
Shoemack, 27, has been at the heart of the launch of Export 33 where a thorough appreciation of the consumer has delivered a sound proposition, clever packaging and highly effective launch plan.
Export 33 has exceeded the highest targets of any new DB product, in tight time frames. It has continued to grow and has gained real traction in the market, achieving the number two spot in the low-carb market in less than six months; it’s garnered 70 per cent of all the low-carb growth in the past year, while the market has seen a 100 percent growth year-on-year (based on moving average targets).
Shoemack’s abilities as a natural strategic thinking, planner, organiser and people manager, has been instrumental in the Export 33 success story. His colleagues say he actively seeks out feedback and critical thought from as many quarters as possible; he ensures that all relevant parties have a chance to contribute to the process.
The online game that backs up the Export Gold "Over the Fence" advertising is another example of Shoemack utilising other media to compliment the overall programme of activity, reinforce the brand message and create extremely high involvement with the target market. The game has achieved 70,000 plays in the first 12 weeks with an average play time of 12 minutes—high brand involvement in anyone's book.
Despite his early success, Shoemack is humble enough to recognise that there is a lot for him still to learn. As a team player this aspiring marketer thinks about others first, willing to put up his hand to do the job that others don’t. Among his other activities Shoemack can claim a high level of involvement in the Heineken Open sponsorship, Heineken World Experience promotional activity, Export Gold MTV Snowjam sponsorship activity, Export Gold on-line game, ‘Over the Fence’ game development, and the Export Yourself on-pack promotion for Export Gold media programme.
A busy boy to be sure.
With consumer understanding at the heart of his planning, this man is destined to become a top marketer in the future.
Finalists
Nicole Scott Genesis Energy.
Nicole Scott is a talented, genuine and refreshing marketer. In her short time at Genesis Energy she demonstrated an ability to de-mystify the complexities of a campaign and communicate in everyday language. Throughout all of the projects Scott remains level-headed whilst under pressure and demonstrates a maturity that allows her to balance the business requirements whilst never forgetting the customer perspective.
Her ability to coordinate often complex campaigns within Genesis and to clearly communicate her expectations to marketing partners agency, means that Scott has consistently gained the respect of her peers and more senior colleagues.
Imogen Thornton Lotto Family, NZ Lotteries
Thornton has been in marketing for 17 months, yet already has full responsibility for the development and implementation of a key part of the NZ Lotteries marketing mix: the promotional strategy. This includes development of strategy, idea generation, research and implementation across the business, including management of a full cross-functional team within NZ Lotteries and agency partners.
Thornton began managing the implementation of major promotions since she was promoted in October. Since then she has run four major promotions including two of the biggest for the Lotto Family promotional calendar, Christmas and Easter. All promotions were produced within budget and on deadline. They were all exceptional performers, exceeding all sales targets.
Thornton is very smart, very efficient and a great asset to NZ Lotteries. She seeks out knowledge when she needs to, engages people to make things happen, and has a clear strategic vision.