Address 42 Penkivil St, Willoughby, NSW 2068

Catherine Anne Beer Address – 42 Penkivil St, Willoughby, NSW 2068 Phone - (m) 0419 296 656 Email – [email protected]

ABOUT ME I am passionate about creating change and positive social impact at the grass roots level. I apply my strong strategic and hands-on marketing skills with the knowledge that I have gained from the Sydney Leadership Program (an intensive 10 month program for corporate, community and government senior managers); to deliver effective customer/community engagement programs in the energy, not for proft and local government sectors.

CAREER SUMMARY UWS Animal Ethics Committee (voluntary) 2010 - Ongoing Willoughby Council Companion Animal Committee (voluntary) 2011 - Ongoing Endeavour Energy (Integral) Energy Efficency Program Manager Jul 2010 – Dec 2011 Foresight Marketing Benevolent Society- Facilitated employee focus Jan – Feb 2011 Contracts Asthma Foundation - Qualitative research May to Aug 2010 Integral Energy Marketing Communications Manager 2009 – May 2010 Market Research Manager 2007-2009 Direct Response Manager 2004-2007 KPMG Contract marketing asignments 2002 - 2003 ICE/NSW Govt Marketing Manager 2000 - 2002 Olympic RTA (ORTA) Business Liaison Officer 1999 – 2000 Short Term Contracts Austrade, American Express (London) 1997 - 1999 Energy Australia Country Manager Indonesia 1994 – 1996 Marketing Officer 1992-1994 Telstra Senior Marketing Co-ordinator, Text 1989 - 1992

KEY SKILLS  Program strategy development, customer/community engagement  Marketing campaign managment within tight budgets and deadlines  Qualitative and quantitative research, Project and budget Management  Product Management, Business Development  Presentations and computer Literacy (Word, Excel, e-mail & Powerpoint)

RECENT KEY ACHIEVEMENTS  Developed the smart grid community engagement strategy for Endeavour Energy  Researched and presented executive briefings for effective smart meter deployments  Launched the residential demand management programs: CoolSaver and PeakSaver  Project managed the high profile, complex mailing for Integral Energy’s 1 July price notification in 2007 and 2009 and received a staff recognition award for effective delivery  Developed responsible pet ownership programs for my local community as a member of Willoughby Council’s Companion Animals Advisory Committee  Active member of the prestigious UWS Animal Ethics Committee where research proposals using animals are approved or declined  Undertook focus groups and delivered recommendations to the Benevolent Society  Conducted focus groups and interviews and delivered findings to the Asthma Foundation

EDUCATION  2010 Sydney Leadership Program, Benevolent Society  1990-92 Masters of Business (Marketing), University Of Technology Sydney  1983-86 Bachelor of Arts (Indonesian and Malaysian studies major),University of Sydney  1982 Higher School Certificate at Ascham School, Edgecliff

INTERESTS  Fund raising for companion animal shelters via running and social events  The arts, travel, skiing, walking my two doggies

1 DETAILED CAREER BACKGROUND

January 2012 ongoing Director, Foresight Marketing & Communications

I have focused on re-launching my marketing company including the development of a new website, which is soon to be completed.

During this time:  I completed a project for the St James Ethics Centre on a pro bono basis  Faciliated a strategy planning session for Willoughby Council’s Companion Animals Committee  Wrote a paper for the NSW Government’s Companion Animal Task Force on recommendations for new policies and programs  Went on ABC talk back radio with James Valentine to discuss the benefits of mandatory dog training  Developed a detailed marketing plan for the RSPCA for a new education program  Developing a new website, Pets4life, to help people make good decisions about choosing a pet and a life time commitment

July 2010 to December 2011 Energy Efficiency Program Manager, Endeavour Energy

The demand for electricity during peak times is growing faster than overall energy demand. Peak demand is a significant issue for an electricity distributor, such as Endeavour Energy (formerly known as Integral Energy network).

My role was twofold – a) develop and implement programs that achieve energy reduction during the peak times and b) develop the customer and community engagement strategies for the smart grid pilot scheduled for July 2012. I take the raw technologies and develop programs that are appealing and easily understood by residential customers in our network area. I bring the customer’s perspective to a technology, engineering driven organisation.

Achievements  Developed the customer enagement strategy for the smart grid pilot including the customer protection policies to ensure vulnerable customers are not at risk  Launched two new, innovative, demand management programs - CoolSaver and PeakSaver to the residential market that involved recruitment marketing activity to customer communications during each stage to program close and customer survey. Year 1 exceeded target demand reduction and overall customers were satisfied with participating in the programs.  Developed the suite of customer communications for year 2 of the CoolSaver and PeakSaver programs and mentored new staff to project manage programs from July 2011 onwards.  Developed the Glenmore park Trial program targeting employees to take up a choice of three energy efficiency programs including an appliance monitoring tool.  Researched and developed a detailed report of smart meter deployment from around the world, that formed the basis of the strategy to overcome concerns.  Delivered a presentation of my recommendations to senior managers in the smart grid committee of how to achieve a successful smart meter customer engagement including the hardship customer segment.

2  Managed the online energy usage tool research project, which consisted of qualitative and quantitative components. The results have informed the development of the web portal for the smart grid pilot scheduled for July 2012.

Jan to Feb 2011 Qualitative research project, Benevolent Society

My marketing consultancy, Foresight Marketing & Communications Pty Ltd was engaged by the HR Director, Benevolent Society to undertake a short term qualitative research project. The objective was to obtain insights into how to retain staff in specific roles.

Achievements  Developed the discussion guide.  Facilated six focus groups of 8 – 10 people each. The sessions were held across the sydney metropolitan area, from Bondi to Hurstville to Forestville to Campbelltown.  Provided a detailed report covering the specific research objectives within the set time limit.

Apr 2010 – Jun 2010 Qualitative research project, Asthma Foundation

My marketing consultancy, Foresight Marketing & Communications provided market research consultancy services as a pro bono arrangement for the Senior Marketing Manager (now CEO) Asthma Foundation NSW. The assignment consisted of a qualitative research project covering the strategy development, stakeholder interviews/focus groups to analysis and reporting.

Achievements  Recommended the research strategy including the target segments  Developed the discussion guide  Co-facilated two focus groups of around 8 people each. The sessions were held at the Asthma Foundation, St Leonards.  Conducted individual interviews with 4 health professionals  Provided a detailed report addressing the specific research objectives within the set time limit

“This is a fantastic piece of work to inform further discussions with other Asthma Foundations in an effort to create a National (withheld due to confidentiality) Program”. Michele Goldman, Asthma Foundation

Nov 2009 – Mar 2010 Marketing Communications Manager, Integral Energy

This role was responsible for the management and implementation of customer and internal communications for Integral Retail including: customer letters for tariff changes/apologies/new products/renewals in QLD, the INhome residential newsletter, price notification mailing for residential and business, management of collateral and events.

Achievements

3  Managed the IBC event – this is a key event for SME business in the Illawarra area. I managed the production of the collateral and promotional giveaways and attended the event in Wollongong to ensure it went smoothly.  Developed and implemented the INhome newsletter – this is a high profile customer loyalty communications initative. I project managed the development of the NSW and QLD newsletters due to distribution with the customers’ bills from late April 2010 for one full bill cycle.  QLD Gas Scheme – Large business customers were being charge the incorrect QLD Gas scheme compliance charges. I developed the communications strategy and project managed implementation.  Network Tariff change – I project managed the notification of the change in network tariff for selected large business customers, which involved liaising with key stakeholders, develop customer letter, Q&As for staff to handle enquiries and implementation.  Developed the suite of QLD customer letters for the QLD team for their customer renewal process

2007 – 2009 Market Research Manager, Integral Energy (1 direct report)

I was responsible for managing the Research function covering: monitoring competitor intelligence, industry developments, liaising with internal stakeholders and deliver quality research projects as required; present key findings of research, and provide repositories of information/resources for staff on key topics such as green energy.

Achievements  Managed the Customer Satisfaction Index tracking – A high profile initiative, that required me to deliver the CSI score to the Executive by means of a monthly report.  Carbon offset market opportunity – I managed the qualitiative and quantitative research and presented the findings to the Branch Manager and management team.  QLD losses/renewals/bad debt issue – I managed the research requirements for the QLD team, which involved indepth interviews and quantitative interviews. I presented the findings to the Branch Manager and QLD team, the findings have been actioned resulting in the development of a renewal offer.  New sales channels opportunity – This was a complex project that required qualitiative focus groups followed by an internal workshop. The findings led to recommendations to partner with an organisation such as World Vision.  Direct Mail effectiveness - I managed the qualitiative research for the Mass Market team, the objective was to increase response rates to DM campaigns. The focus groups were held to understand how customers sort their mail and their response to various DM pieces.  Management of one staff to ensure delivery of up to date competitor intelligence and daily news to the Sales & Marketing team.

2005 – 2007 Direct Response Manager (Residential), Integral Energy

I was responsible for the development and implementation of marketing campaigns targeting residential customers located in and outside of Integral’s network area. This role required the development of a business case, campaign development, management and execution using third party agencies, internal briefings and website development.

4 Achievements  Managed the high profile, complex mailing of the price notification of the 1 July price increase. This project is a great achievement to ensure the mailing is done within an extremely tight deadline to comply with IPART regulations.  Developed and implemented the customer communications material for the launch of the Dynamic Peak Pricing and Seasonal TOU demand management trials within a tight timeframe, which resulted in a high take up rate.  Produced a 2006 calendar with monthly prizes and energy savings tips for 250,000 residential customers in a very tight time frame with the objective to increase loyalty.  Launched INrewards, customer benefits program as a sales tool for residential door-to-door sales agents which involved negotiation with Club Lifestyle, producing a membership brochure and card, training presentation for the agents, website portal and ongoing management of the program.  Produced a Welcome pack in the new brand for door-to-door sales kit which involvement management of key stakeholders.  Produced new door-to-door collateral including design of new contract pads for July 2004 and ongoing supply of collateral with sometimes tight deadlines.

2004 – 2005 Direct Response Manager (Commercial), Integral Energy

My first position at Integral Energy was Direct Response Manager, Commercial reporting to the Segment Manager which involved supporting the Account Managers and BDMs with sales and marketing campaigns.

Achievements  Launched the first ever newsletters, INews and INbiz for large and SME customers and produced subsequent issues – quarterly for INews and bi-annually for INbiz.  Developed and executed Campaign 180, a successful telemarketing program to obtain small business sales which achieved the load target.  Developed and managed our stand at the Small Business Show in October 2004 at Homebush which involved simple stand design, sales process and a competition.  Produced new door-to-door collateral including design of new contract pads for July 2004.  Developed the stand and sales process for the BDMs at the Meat Association trade shows.  Developed the advertising campaign for the Entreprenuer Business Centre (EBC) but unfortunately the campaign did not go ahead due to budget constraints and change of direction.

2002 - 2004 Foresight Marketing & Communications - Director

In November 2002, I started a marketing consultancy company with John Clay, Director called Foresight Marketing & Communications.

2000 – 2002 KPMG - Marketing Manager for the ICE and NSW Government sectors

This was a national marketing role initially full time focus on marketing KPMG’s capabilities to the Information, Communications & Entertainment (ICE) segment. At later stage, I was given an additional responsibility, that is, developing and delivering marketing programs to the NSW Govt segment. Both positions required liaison with

5 several KPMG Partners, KPMG’s marketing department, industry associations and client senior executives.

ICE achievements  Rolled out integrated global ICE marketing programs to the Australian market including various thought leadership white papers including a very successful topic of Security.  Achieved a very successful software revenue recognition seminar for CFOs and CEO round table for IT clients. The guest speakers were Software sector experts from the US firm.  Developed the program, organised and participated in the annual off site strategy.  Developed relationships with industry associations such as AIIA, SPAN, ATUG, AusBiotech which resulted in a better understanding and participation in sector activity.  Created and supported ‘teams’ of partners and staff including the ICE Interstate group, Biotech group, ICE partner steering committee.  Initiated, developed and managed a staff business development program called ‘I make the difference’ where staff were awarded prizes monthly for generating revenue, demonstrating initiative and cross selling.  Developed and managed a partner and staff quarterly training/information session called ICE Breakers where CEOs from our client base were guest speakers.  Produced an informative newsletter for clients called ice.com.ment three times per year which included interviews with CEOs, commentary by head Partner.  Executed several very successful partner/client functions with guest speakers including actor, Bryan Brown and rugby legend, John Eales,  Develeoped and maintained the ICE pages on KPMG’s website, and  Developed an ICE home page (ahead of other sectors) for partners and staff on the intranet called Kworld.

NSW Government achievements  Developed first marketing plan for NSW Govt sector after organising the ‘Strategy Day’ held at The Mint for the steering committee in June 2002.  Achieved a successful sponsorship (in a tight time frame) of the NSW State budget lunch held at the Wentworth Hotel using negotiation and organisational skills.  Achieved a successful, smooth running seminar on the topic of Risk and Security for NSW Govt departments with a panel of key Partners and Govt representatives.  Managed the monthly steering committee meetings.  Produced monthly reports for executive management.

1999 – 2000 Business Liaison Officer, Olympic Roads & Transport Authority

This was a community engagement role primarily targeted at businesses leading up to the 2000 Sydney Olympic Games. The main objective was to encourage businesses to modify their business operations in order to minimise the impact from the Games. I provided advice to businesses/industry groups mainly located in around Homebush, Parramatta and the CBD. This role required working closely with stakeholders: Australian Chamber of Commerce, Telstra and the other Olympic organisations.

Achievements  Provided individual advice to the senior management team for various companies.

6  Delivered presentations to large groups of businesses/industry associations.  Developed joint seminars with Telstra to encourage remote working.  Launch function of the Action Plan for Business, a comprehensive document outlining strategies.  Focussed on the NSW Govt sector which resulted in a significant number of employees altering their travel patterns and volunteering for the games.

1997 – 1999 Short term contracts

EnergyAustralia, Sydney - This was a one month contract to assist the Marketing department roll out various marketing programs until the permanent position was filled.

Austrade - Project Manager, London - This position reported to the Senior Trade Commissioner, located in Australia House. It involved providing a report on the opportunities for Australian companies exporting to the UK.

Achievements  Simplot ‘Aussie Meat Pies’ brief - researched and produced a comprehensive report including a target market analysis, potential distributors of frozen food and advertising & promotion recommendations,  Compumedics - comprehensive report including detailed company profiles of potential partners and competitors; latest developments in the UK, liaison with experts in the field and promotion recommendations. This resulted in identifying a business partner to export their telemedicine equipment to the UK.

American Express-Business Travel, London

I was employed to implement the marketing communications activities for Amex’s involvement in Business Travel 98 (the leading corporate travel exhibition in the UK). The result was a smooth running exhibition from coordinating sales staff briefing, PR activities including recent account wins, promotional items, competition, product literature, and liasion with stand designer.

9/94 - 8/96 Country Manager Indonesia, Energy Australia

I was responsible for developing and managing Energy Australia’s business in Indonesia and the market planning and program management for all international South East Asia markets. The main objective was to increase awareness of Energy Australia’s capabilitiy and identify opportunities by means of integrated marketing/business development programs.

Achievements  Developed and implemented the Country Plan for Indonesia which included a launch strategy - Sydney launch function, in country visits, exhibition stand, seminars and advertising in niche publications.  Active member of the Australia Indonesia Business Council Committee as a marketing consultant and event manager; obtained sponsorship from organisations to hold monthly networking events.  Initiated and organised intensive training in Sydney for our agents based in Jakarta, Beijing and Hanoi. I was successful in obtaining part funding from Austrade.

7  Presented to 120 delegates from 12 countries in Indonesia as part of the Asia Young Leaders Forum. The Forum provided a stimulating environment and networking opportunities.  Co-ordinated and participated in high level agreement signing ceremony between EA and an Indonesian company which involved Carl Scully, then N.S.W Minister of Public Works/Assistant Minister of Energy. I welcomed the group and commenced the ceremony in Indonesian.  Developed and implemented agency agreements and action plans with our agent in Jakarta. This required negotiation skills, rapport building and Indonesian business understanding.

1992 - 1994: Marketing Officer, EnergyAustralia

This role required segment marketing to the domestic electricity market. The main objective was to increase electricity market share against gas. This involved team work/liaison with other departments of EA, advertising/PR agencies, industry associations and manufacturers.

Achievements  Developed a database with in house computer programmers to capture information for loyalty marketing campaigns in relation to our cooking classes and recipe mail out. This resulted in obtaining more relevant information about our customers.  Monitored the success of the cooking classes and adjusted strategy accordingly including introducing new cuisines and entertainment.  Achieved successful participation at the Royal Easter Show and The Home Show at Darling Harbour in the form of exciting exhibition stands, competitions, cooking demonstrations.  Promoted and executed evening seminars which resulted in increased awareness of the benefits of electricity.  Achieved a very successful opening of the new Hurstville Energy Centre - exciting advertising, promotion and PR including a laser show, involvement with community leaders, electric cars, touch screens and celebrity jazz singer, Su Cruikshank.  Managed a market research project prior to introducing a new concept called PowerSmart and changing the name and image of the cooking classes.

1991 - 1992 Senior Marketing Co-ordinator, Direct Connect, Telstra

I was responsible for obtaining new business customers via marketing and sales campaigns. The role required creating awareness of a new service through marketing programs and support the sales force to win new clients, mostly international hotels located in Sydney and Melbourne.

Achievements  Achieved a very successful Launch of Direct Connect by means of an entertaining function targeted existing trial customers, the Regent Hotel, Intercontinental and the Ramada Renaissance and potential ‘hit list’ customers. This was supported by personal sales visits by account managers accompanied by myself or the Product Manager in Sydney and Melbourne.  Produced suitable product literature, testimonials and sales tool kits.  Motivation and training the Sales force.  Developed rapport with key trial customers.

8  Co-ordinated the first combined Telecom Australia and OTC stand at the Hospitality exhibition at Darling Harbour after the merger between the two companies

1990 - 1991 Marketing Co-ordinator, Text Products, Telstra

I was the Product manager of a service in decline. The objective was to maximise the revenue from a declining but still very profitable service. Initatives included new pricing, direct mail promotions and sales training. The role also involved accompanying sales executives on customer visits, handling customer problems, database management and producing monthly performance reports for senior management.

Achievements  Developed a financial model with in house accountants with the result of new prices for each country. The result was an increased the profit, migration of the smaller customers on to fax.  Produced a comprehensive telex manual for existing customers.  Increased the awareness of telex through a competition whereby participants were required to use a telex machine. The response far exceeded the objective,  Motivation and training the sales force.  Presentations to key customers accompanied by a sales executive.

1989 - 1990 Marketing Officer Graduate, Telstra

Assisted the Product Manager in marketing international telephony (IDD) to the consumer market. The objective was increase revenue of IDD. This Involved traffic analysis, idenfication of opportunities to encourage people to call overseas, development and execution of advertising and promotion campaigns.

Achievements  Liaised with the Italian Club Management to manage OTC’s sponsorship activities which included giving away phone calls and eye catching displays.  Produced a high level guest list for OTC’s sponsorhip of the Ancient Macedonia exhibition at the Museum and liaised with the publicity manager for coordination of activities such as speeches. The result was increased awareness of OTC with an above expectation attendance.  Executed the annual UK Mother’s Day compaign aimed at encouraging British residents/tourists to call home. This involved press and radio advertising. The result was increased traffic.  Liaised with Market Research agency to assess calling patterns and customer perceptions of IDD. This resulted in a successful TV campaign.

1987 - 1988 Grace Bros - Departmental Manager

This was a two year graduate training program which involved gaining experience in all facets of the retail business and managing staff.