Andrew Mara
Content Strategist

Andrew Mara

Senior content marketing manager at American Express.
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About

Andrew Mara specializes in developing and executing content, social media, and digital marketing strategies. As a senior content marketing manager at American Express, he has launched the American Express (GCS) mid-funnel content strategy across the JAPA region. He managed Audi Australia social media program and created its first integrated content marketing strategy. With a strong focus on stakeholder management, he also led the digital media and marketing strategy at Sony Music Australia. Andrew spent the decade of his career as a journalist, holding the position of editor across three national magazine titles.

Employment

5 roles
Nov 2018 - Present 7 years 6 months
Senior Manager, Content Marketing (JAPA)
American Express (GCS),
  • Worked in GCS Marketing Strategy Content and Experiential team (MSCE), focusing on international content enablement across the JAPA region.
  • Acted as the sole MSCE representative in Australia, embedded within the Australian GCS Marketing team. The role was one of the broadest remits within MSCE, requiring strong stakeholder management and autonomy to localize the global content strategy, while meeting the business objectives of the local marketing teams.
  • Launched and managed the GCS mid-funnel content hub, Business Trends and Insights. 
  • Achieved 120% of KPIs (15% average CTR to business pages).
  • Awarded the American Express and Harvard Certificate in Leadership Excellence.
  • Launched Idea Exchange SMB content strategy (Andrew Banks content series).
  • Performed cross-department collaboration with CA&C (Backing Stories video series).
  • Achieved 13% CTR from editorial to product pages in the combined acquisition and brand campaign, Let’s Make it Happen.
  • Led the rollout of the Newscred CMP (Australia and Japan).
  • Chaired monthly content strategy meetings.
Apr 2016 - Aug 2018 2 years 4 months
Senior Manager, Digital Media Content & Marketing (APAC)
Sony Music Entertainment Australia
  • Managed the digital marketing and media strategy across the business across Asia-Pacific. 
  • Acted as co-lead on the insights and digital content team; ran the insights and content strategy, for artist releases, DSP and seasonal and tactical campaigns.
  • Directly impacted a company-wide shift in marketing strategy, which fed into the development of an adaptive templated marketing process, which is now being rolled out through the Asia-Pacific region. 
  • Introduced analytics-led insight-driven digital marketing for artists.
  • Managed record-breaking Twitter live stream (Delta Goodrem).
  • Handled the expansion of analytics tools.
  • Launched vinyl marketing strategy and D2C strategy.
  • Managed the design and build of D2C e-commerce projects.
Oct 2015 - Apr 2016 6 months
Lead Senior Content Strategist
Colloquial (J Walter Thompson)
  • Developed the content strategy frameworks for the startup joint-venture content agency within the J Walter Thompson and H&K agencies. 
  • Helped to define strategic pathways for client engagements, content strategy, and planning, in addition to content creation.
Dec 2013 - Oct 2015 1 year 10 months
Strategic Content, CRM & Social Media Marketing
Audi Australia
  • Developed strategy to centralize content creation and distribution.
  • Co-managed site content migration of Audi.com.au.
  • Co-chaired International Champions Cup Australia (July 2015).
  • Led a team of 15 while running the Social Lab at the ICC Australia, a collaborative content and social media hub serving Audi Australia, Tourism Victoria, and ICC.
  • Negotiated exclusive partnership with Facebook.
  • Managed the world-first Facebook offline conversion uplift study. 
  • Negotiated @AudiAustralia Instagram Advertising launch partnership.
Aug 2012 - Dec 2013 1 year 4 months
Content & Account Director & Social Media Strategist
MAXMEDIALAB

MAXMEDIALAB is a full-service creative communications agency catering to luxury, lifestyle and beauty brands.

  • Handled Audi Australia and eBay accounts, working closely with the marketing and digital departments and their agencies to develop top-down campaigns.
  • Achieved Audi Australia #1 - Online Circle Australian Facebook Performance Report (2012 and 2013); top 5 Australian Facebook Brands (Social Bakers 2012); #1 Australian automotive Facebook brand page (engagement) - Online Circle (2013).

Education

Sep 2000 - Jun 2002 1 year 9 months
Bachelor of Media, Print and Public Relations
Macquarie University

Portfolio

4 items