ROLE: CONTENT SPECIALIST
Duration: 10 months (full-time)
The Comfort Group is a fourth generation family owned & run business that began life in the 1930s with Sidney Turner making mattresses out of an Auckland shed. It's evolved into Australasia’s largest bedding and foam manufacturer, producing famous brands and world-class products across nine manufacturing facilities in both Australia and New Zealand. The Comfort Group has grown and developed an extensive stable of brands that both Aussies and Kiwis have come to love and trust, such as Sleepyhead, SleepMaker, Dunlop Foams, Beautyrest, Serta Australia, Dunlopillo Mattresses, Sleepyhead Flooring and more.
Operating largely as a B2B company, The Comfort Group supplies a wide range of industries with a hugely diverse range of products, from mattresses to carpet underlay, bedding accessories such as pillows and quilts, and speciality foam products such a correctional mattresses, medical products, children's play equipment and more for businesses, trades and consumers. During 2020, when most companies weren't hiring and in fact condensing their marketing divisions due to the pandemic (particularly in Australia), The Comfort Group sought to expand upon its marketing team and were in need of a seasoned Content Specialist for, not only the Australian market but for New Zealand and China as well. After impressing the Australian Marketing Manager, Group Content Manager and the Head of Marketing across 4 interviews and 2 writing tasks, I was hired with immediate effect and began taking charge of The Comfort Group's brands from a content perspective.
Hired as part of the New Zealand marketing team, my role was entirely self-managed with weekly content meetings across Australia and New Zealand as I worked remotely across my 10 month tenure. As Content Specialist for The Comfort Group, I was responsible for promoting and producing content for all of their brands in Australia, New Zealand and even China. In a way, I’m reminded of my early agency days producing a wide array of content for a variety of brands, each with their own tone, writing style and even brand guidelines that needed to be upheld. However, the key difference here is that each of these brands would be sold in various independent retailers, each with their own requirements and purchasing audience.
My initial duties were to revamp SleepMaker's social media strategy through original content creation, in conjunction with NZ Media & PR Agency Lassoo, to update the current employee portal & performance review system alongside Roundtable Consulting, and to assist every National Account Manager with their content needs. This would be in the form of product brochures, product features and descriptions, technology definitions (headercards), blog articles and brand descriptions for David Jones, Harvey Norman, Myer, Domayne, Bev Marks, BedsRUs, Dreamland and more. My responsibilities were expanded within a month when I begin working with the digital marketing team on the required SleepMaker and Sleepyhead website updates, along with the updated brand guidelines, blog articles for consumer and commercial sectors, landing pages for sale events (to increase site traffic), promotional giveaways (including T&Cs), product features & descriptions and EDMs.
I was then placed in charge of The Comfort Group's communications through internal monthly newsletters for our head office and retailer networks, company messaging sent out over Christmas and emails revolving around the COVID-19 restrictions. I also begin looking after the Serta and Dunlopillo brands with blog articles, setting up social media accounts and populating them with organic content, developing a social media strategy alongside digital marketing company Ryval Media, and updating the website with new products. And finally, I created several presentation/pitching documents for industry suppliers, and product brochures, for the correctional and medical industries, on behalf of Dunlop Foams.
As condensed as I can make it, you'll find a vast collection of the work I did during my time at The Comfort Group below. However, it's just a small snippet of my ability to clearly define and promote an identity, toggle between brands at a moment’s notice, work completely autonomously in a self-managed, remote, fast-paced working environment - and that is my proficiency as a content specialist.
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