Open to opportunities

Kristen Meads

@kristenmeads

Message

Marketing leader pivoting to product management for user-centric solutions.

Curaçao

Message

What I'm looking for

I am looking for a role that allows me to leverage my marketing expertise in product management, focusing on user-centric solutions and collaborative team environments.

I am a seasoned Marketing and Communications leader with over 15 years of experience in driving end-to-end campaigns and digital transformation. My expertise lies in leveraging customer insights and martech to achieve record product and service launches. Recently, I have pivoted into product management, focusing on building impactful, user-centric solutions that resonate with customers.

Throughout my career, I have successfully led national digital marketing strategies, such as the Clean Car Discount campaign, which significantly increased the adoption of electric vehicles in New Zealand. My collaborative approach has allowed me to work effectively with cross-functional teams, ensuring that product messaging is clear and impactful. I am passionate about using data-driven insights to optimize performance and drive measurable outcomes.

Experience

Work history, roles, and key accomplishments

Current

Digital Marketing Consultant

Current

Self-employed

Jan 2017 - Present (8 years 5 months)

Developed and executed integrated digital marketing campaigns, leveraging data-driven insights to optimize performance, increase web traffic, and boost social media engagement. Advised public and private sector clients on digital strategy, martech implementation, and user journey improvements to drive measurable outcomes across brand and content initiatives.

Digital Marketing Data Analysis Web Traffic Digital Strategy Martech User Journeys

Marketing & Communications Lead

Waka Kotahi New Zealand Transport Agency

Jan 2021 - Dec 2023 (2 years 11 months)

Oversaw national digital marketing strategy and campaign for Clean Car Discount; partnered with UX, Business Analyst, Engineers, Legal, and Policy teams to develop and launch the Clean Car Standard platform to manage CO2 accounts. Managed national communications strategy for National Ticketing Solution - a unified public transport payment system across 13 regions; facilitated media relations, webs

Digital Marketing Strategy Campaign Management UX collaboration Stakeholder Management Media Relations Digital Transformation Content Management

Stakeholder & Product Management Lead, Business Connect

Ministry of Business, Innovation & Employment (MBIE)

Jan 2020 - Dec 2021 (1 year 11 months)

Led product adoption and onboarding communications supporting new business platform for government agencies, transitioned programme from project phase to business-as-usual model. Built and owned new working group for internal stakeholder engagement leads to ensure visibility of activity across multiple working groups.

Stakeholder Engagement Project Management Business As Usual Transition Government Relations

Marketing Lead, NZ Electronic Travel Authority (NZeTA) launch

Immigration New Zealand

Jan 2018 - Dec 2019 (1 year 11 months)

Developed the global marketing strategy and tracking dashboard supporting the launch of the new app & website that reached thousands of travelers in 60 countries weekly. Partnered with airlines, cruise lines, IATA, and Tourism New Zealand to ensure passengers were informed about the new requirements.

Product Launch Partnership Management App Development

Director, Student Engagement

Education New Zealand

Jan 2017 - Dec 2018 (1 year 11 months)

Spearheaded the global brand refresh and digital transformation strategy to drive education program interest, lead generation, and social media efforts to reach target audiences. Designed and led the largest campaign to-date, Future Proof 2.0, driving audience growth and conversions, shifting from raising awareness to actively converting interest into leads.

Global Brand Refresh Digital Transformation Lead Generation Social Media Marketing Campaign Management Audience Growth

Marketing Manager

Museum of New Zealand Te Papa Tongarewa

Jan 2014 - Dec 2017 (3 years 11 months)

Led full cycle marketing efforts to transform legacy marketing operations into a digital-first approach; managed exhibit launch strategy, collateral, and creative community partnerships. Designed and executed marketing campaign for Gallipoli: The scale of our war exhibition, welcoming 4.8M+ visitors, making it the most visited in Te Papa's history.

Marketing Operations Digital Transformation Exhibit Launch Strategy Community Partnership Campaign Execution

Senior Communications Advisor

Cigna NZ

Jan 2010 - Dec 2014 (4 years 11 months)

Managed communications strategies and initiatives for Cigna NZ. Provided senior-level advice on internal and external communications.

Communications Strategy Internal Communications Public Relations

Marketing Manager

GSB Supplycorp

Jan 2008 - Dec 2010 (2 years 11 months)

Managed marketing activities and campaigns for GSB Supplycorp. Developed and implemented marketing plans to achieve business objectives.

Marketing Management Campaign Development Marketing Planning Business Development Market Research

Education

Degrees, certifications, and relevant coursework

NZIM

Certificate, Project Management

Obtained a Project Management Certificate from NZIM. This certification enhanced skills in managing projects effectively and efficiently.

DMA NZ

Certificate, Direct Marketing

Completed a Certificate in Direct Marketing from DMA NZ. This program provided specialized knowledge in direct marketing strategies and techniques.

Victoria University of Wellington

Bachelor of Arts, Honours, Economics

Completed a Bachelor of Arts with Honours in Economics at Victoria University of Wellington. This program provided a strong foundation in economic principles and analytical skills.