MARKETING MAGAZINE MARKETING AWARDS ; The Future Looks Rosa; Rosa Jacobsen, assistant product...

"If the future of marketing is in the hands of these people, we are delighted," said the judges after the interviews with the finalists for the Manukau Institute of Technology Rookie Marketer of the Year Award. "All could see beyond the confines of their own job."

It was apparent from the judging

"Rosa demonstrated a nice mix of creative with strategy," was the consensus of opinion. The judges were impressed with her confidence and believe she understands the ramifications of accepting mistakes and working through them, without apportioning blame. She appears willing to take responsibility and learn from experience.

Jacobsen graduated top of her class in marketing at Otago University and then received a grounding in sales with Montana Wines. Since joining New Zealand Lotteries, she has quickly become a star.

Her implementation skills are a real strength. A large portion of her role is focused on delivering the strategic vision of the organisation through marketing campaigns. Specific examples can be found in her responsibility for managing New Zealand Lotteries' promotional strategy. She manages the overall promotional calendar, ensuring an appropriate mix of promotions that appeal to all segments of the market. For each promotion she manages a cross-functional team consisting of representatives from marketing, sales, IT, communications, and retail operations. She ensures the promotions are implemented on time, within budget, every time and within the sales objectives.

In addition to managing the larger project team, Jacobsen is responsible for the marketing stream of each project, which includes developing a communications plan, briefing advertising and media agencies and managing the development of each element in the promotion with the agency. Seven promotions have run under her management to date and all have been delivered efficiently and with excellent sales results.

In terms of budget, Jacobsen effectively manages around $3 million of marketing budget each year, so the responsibility is significant.

A specific example of her superb implementation skills is the 2004 Lotto Christmas promotion. This was the largest promotion New Zealand Lotteries had run and possibly the largest promotion ever run in New Zealand. The results were outstanding and in terms of sales results, the most successful. During the three-week period of the promotion, sales increased by a massive $14 million, (a 47 percent increase over a similar period).

The promotion was based around the purchase of a Triple Dip and during the promotion sales of that product increased by 175 percent. This indicates how effective this campaign was at both bringing new players in to Lotto stores and up-selling existing customers to a higher value purchase.

This highly ambitious promotion was a resounding success, so much so that Lotto intends to use the formula again. The promotion united and motivated the New Zealand Lotteries' retail network and sales teams, affording them a great selling opportunity.

Jacobsen initiated the concept for the prizes based on research and previous promotional experience. She then pitched it to senior management, and upon acceptance managed the entire promotion.

The campaign included TV, radio, press, outdoor and ambient advertising, along with extensive in-store point-of-sale. Her ability to manage this complex project and bring all elements of the mix together in a cohesive way was an integral factor in its success.

Jacobsen has managed to keep Lotto's promotional programme fresh and exciting through her ability to constantly deliver new ideas.

Her professional development has been rapid. Not only has she proven that she has a thorough understanding of the campaign management process across a wide variety of media but she constantly strives to develop her strong understanding of strategic principles.

She manages multiple promotions and numerous tactical campaigns that include Powerball jackpots and Winning Wheel educational campaigns.

"Through management of these projects, and her involvement in other projects such as brand campaigns, Rosa has consistently demonstrated innovation and creative flair," says New Zealand Lotteries' senior product manager Andrew McLeish. "This, she combines with strong attention to detail, planning and leadership skills. In effect the organisation relies on Rosa's promotions to provide incremental sales - a significant responsibility.

"The manner in which Rosa manages this pressure," says Leish, "is invariably admirable."

Jacobsen's understanding of New Zealand Lotteries' strategic vision is strong, and her contributions in helping shape the strategic direction are highly valued. She has been included as part of a wider company group that works as a team to develop overall strategic direction and puts in place strategies and initiatives that work toward achieving the company's vision.

"We have included Rosa in our company-wide strategic workshops because she has demonstrated a strong understanding of strategic issues during her time with New Zealand Lotteries," says Evan Lawrey, head of marketing, New Zealand Lotteries. "Rosa's contribution to strategy development is valuable to our organisation. She is a very level thinker - beyond her years and position. When she speaks or presents an idea, the group listens."

Her level of performance and growth has been so outstanding that winning the Manukau Institute of Technology Rookie Marketer of the Year Award is wholly appropriate. Rosa Jacobsen deserves recognition within the marketing community.

<HR>

Manukau Institute Of Technology Rookie Marketer Of The Year Award

Winner

Rosa Jacobsen, assistant product manager - Lotto Suite and Keno, New Zealand Lotteries

What The Judges Said

* Well-rounded, insightful

* Wise beyond her years

* Contributing broadly to the business

* A nice mix of creativity and strategy

Finalists

* Monica Gits, assistant brand manager - Chocolate Biscuits, Griffins Foods

* Todd Wackrow, assistant brand manager - Export Gold, DB Breweries