Building teams and Brands that endure.
Seasoned and performance-oriented Brand and Marketing leader with 25+ years’ experience spearheading brand transformations and enhancing market penetration for global companies in finance, technology, and consumer sectors.
Skilled in executing global brand strategy in collaboration with C-level executives to increase brand awareness and lead generation. Proven track record in increasing profitability through strategic marketing and operational excellence.
Able to offer a blend of creative vision and strategic thinking, navigating complex market challenges, adept at fostering high-performance cultures and turning teams into centers of excellence. Known for strong leadership skills, mentoring abilities, and a talent for forging enduring client relationships for Fortune 500 companies across U.S., European, and APAC markets. Committed to driving sustained revenue growth and enhancing brand positioning within a dynamic environment.
From artistic roots to agency leadership and C-suite advisory, I blend human intelligence with commercial grit to turn complexity into clarity and performance into pride.
Encouraging the brave.
Global Brand Strategy Director
Vertiv 2024 – Present
Global
Driving global brand transformation and market penetration, enhancing brand equity and operational efficiency through close collaboration with the Global CMO to develop new brand strategy and positioning.
Launched a new global brand positioning and global brand campaign strategy in partnership with the Global CMO, leading to widely adopted success within the first three months and fostering team engagement for peak performance.
Implemented initiatives that resulted in a 15% increase in brand awareness and a 13% rise in lead generation within six months, while bolstering ABM strategies to grow the sales pipeline by 22% YoY.
Mentored the newly appointed Brand Director and streamlined operations across channels, improving creative output, achieving cost savings, and turning cultures into centers of excellence.
Professional journey
25+ years across creative agencies, global brands, and consulting. Spearheading transformations from US innovation hubs to APAC market powerhouses – building brands that endure.
Independent Consultant & Fractional CMO
Be More Human Consult
2021 – Present
Global
Spearheading brand transformations for enterprise clients in finance, tech, and consumer, boosting market penetration +15% through purpose-driven GTM and strategic marketing.
Collaborating with C-level executives on awareness-building initiatives, increasing lead generation +22% YoY via human-led pitches and operational rhythms.
Fostering high-performance cultures as centers of excellence, mentoring leaders to scale operations 600% and turn complexity into pride and profitability.
Forging enduring client relationships for Fortune 500 companies, securing $2M+ in new business wins with high-stakes storytelling and conviction.
General Manager
Wunderman Thompson (Now VML)
2022 – 2023
Australia
Led Sydney office operations, achieving a 15% revenue increase and surpassing profitability targets via strategic planning and innovative practices in a fast-paced agency.
Enhanced client retention by fostering high-performance culture, transforming the Nestlé team into the global creative center of excellence for KitKat—via award-winning digital/content-first campaigns.
Instrumental in winning the Vertiv global account, generating $2M net new revenue and elevating agency reputation through deeper partnerships and commercial success.
Key contributor of the National Leadership Team by formulating business strategies for the Sydney market and supporting company-wide growth, driving profitable growth through cross-functional collaboration and market expansion.
Group Capability Head, Design & Experience
Re (M&C Saatchi Group)
2019 – 2022
Australia
Grew design team from 4 to 27, spearheading Woolworths evolution to full ecosystem with launches like Everyday Rewards, WooliesX, and Everyday Brands.
Directed CommBank's first brand refresh in 30 years, plus CommSec/Domain capabilities, boosting awareness/engagement +25% through 360° insights-led storytelling.
Executed C-level strategies to enhance market penetration and profitability in retail/finance, blending creative vision with operational grit.
Fostered centres of excellence via mentoring, navigating challenges to forge relationships with Australia's leading brands and drive sustained revenue growth.
Strategy & Creative Leadership Roles
M&C Saatchi, WPP, Imagination, GHO
2005 – 2017
APAC, EMEA, US
Pioneered digital marketing/content for start-ups and global brands in finance/tech, executing strategies that boosted lead generation and revenue across borders.
Collaborated with executives on innovation initiatives, enhancing brand positioning in pre-social eras with creative vision and strategic thinking.
Navigated emerging challenges with operational excellence, increasing profitability via high-stakes pitches and multicultural adaptations.
Early Career: Emerging Marketer & Artist
Various roles
2000 - 2025
APAC
Honed storytelling through visual arts, informing creative empathy and strategic depth in nascent marketing roles.
Explored content innovation, forging early client ties and resilience in dynamic fields.
Built artistic foundations for brand resonance, turning experimentation into collaborative clarity.
Core expertise
Global Brand Strategy
Executing C-level collaborations to amplify awareness, leads, and profitability across finance, technology, and consumer sectors.
Leadership & Culture Building
Cultivating high-performance teams via targeted mentoring, fostering retention and excellence in dynamic environments.
Creative & Operational Excellence
Integrating visionary positioning with streamlined execution to dominate competitive markets and launch scalable ecosystems.
Client & Revenue Mastery
Securing and nurturing Fortune 500 partnerships to sustain growth and commercial impact with data-informed narratives.
Key Skills
Global GTM Planning | C-Suite Advisory | Brand Repositioning | Team Scaling & Mentoring | Digital Innovation | PR & Engagement Amplification | P&L Optimization | Multicultural Market Navigation
Measurable impact
+15%
Brand Awareness
A global brand repositioning that reignited confidence across teams, partners, and customers. As Brand Consultant at Vertiv, I partnered with the Global CMO to launch a comprehensive strategy, achieving rapid adoption and +13% leads in six months.
600%
Team Growth
Transforming a small in-house team into a thriving creative ecosystem. At Re (M&C Saatchi), I scaled the design team from 4 to 27, embedding operational rhythms for Woolworths' ecosystem launches like WooliesX.
+22%
YoY Pipeline
Turning brand strategy into sales momentum through focused enterprise repositioning. At Be More Human Consult, I drove C-suite advisory for finance clients, bolstering ABM tactics to accelerate deals and sustain revenue growth.
1.7M
Live Spectators
Turning a business event into a Global series of connection. Directed high-stakes activations at Imagination for Telstra, blending insights-led storytelling with cross-functional alignment to amplify cultural resonance.
$2M+
New Business Wins
Helping creative teams pitch with belief, and win the room. As GM at Wunderman Thompson, I coached on conviction-driven strategies for KitKat global bids, securing multimillion accounts and elevating agency impact.
+25%
Brand Engagement
Reimagining Australia's most trusted brand, through human-led storytelling. At Re, I orchestrated CommBank's 30-year refresh, weaving consumer empathy into 360° brand campaign for customer loyalty and market positioning.
Awards & Recognition
Spikes Gold (2023) | Effies (2009, 2020, 2025) | Gold & Silver Lion (2012, 2013) | B&T Gold & Silver (2021, 2022)
Trusted by leading companies
“Creating a new brand is like rebuilding a boat in the middle of a storm. If you’re ready for that challenge, make Annabelle your captain – she’ll steer your team to success.”
— Rainer Stiller, CMO Vertiv
Testimonials
“Executive-level clarity that moves rooms and brands. Annabelle leads with grit, clarity, and heart – a true trusted advisor.”
— Katrina Tyson, General Manager Marketing, CommBank
“Annabelle is a rare mix of strategic intelligence and creative empathy, she reads the room, moves it forward, and elevates everyone around her. One of the few leaders who can think like a CMO and inspire like a Creative Director.”