Tyler Smyth

Marketing professional with nearly eight years of experience leading integrated campaigns, brand strategy and go-to-market planning across FMCG, retail, financial services and affiliate marketing. Experienced across the UK and Australia, has led cross-functional teams, agency partners and multi-channel campaigns across TV, digital, radio, out-of-home and email. Combines customer insight, commercial planning and campaign evaluation to deliver measurable growth across the business, including increases in brand awareness, consideration, usage and direct traffic.

Senior Brand & Campaigns Manager at VoucherCodes (2025-06 – 2026-04)

UK voucher and deals platform

• Owned the brand and integrated marketing communications strategy, including brand positioning, tone of voice, campaign priorities and consistent application across the business.
• Led the development and delivery of large-scale integrated campaigns across linear TV, connected TV, YouTube, podcasts, radio and digital channels.
• Managed creative and media agencies from strategic briefing through to production, launch, reporting and optimization, including on-set oversight for television advertising.
• Led consumer research and brand measurement, including onboarding Attest to establish a monthly brand-tracking program, define KPIs and present quarterly insights and recommendations to leadership.
• Translated customer and campaign insights into actionable recommendations for future communications, channel selection and marketing priorities.
• Delivered an 8% increase in prompted awareness, a 6% increase in consideration, a 4% increase in usage and a 32% increase in direct traffic post-campaign launch. Contributed to 32,000+ new loyalty users and 36,000 app downloads.
• Introduced a bespoke Gemini GEM to align tone of voice across teams, reducing campaign brief creation time by 85% (from two weeks to under two days per quarterly campaign cycle).
• Co-managed a marketing intern, providing workload planning, coaching, feedback and career development support.
• Led the go-live and cross-functional coordination for VoucherCodes' insurance price-comparison tool with Seopa/Quotezone (home, car, pet and travel insurance), working across legal, compliance, product, engineering and sales to launch on-site within two months.

Brand & Campaigns Manager at VoucherCodes (2023-06 – 2025-05)

• Built and owned VoucherCodes' go-to-market operating rhythm and quarterly campaign-planning process, introducing campaign calendars, briefing templates, meeting cadence and cross-functional tracking to improve visibility, identify growth opportunities and optimize execution.
• Coordinated a cross-functional team of 20 across sales, operations and marketing to deliver 24+ seasonal campaigns in 2024 alone.
• Owned the evolution and annual growth of VoucherCodes' Black FriMay® campaign, initially delivering first-campaign reporting before leading subsequent planning and optimization across reach, sales and advertising revenue.
• Led the launch of VoucherCodes' first national TV campaign in over a decade: onboarded creative and media agencies, managed agency communications and sign-offs from casting through set and wardrobe, and led the website rollout (campaign page, banners and creative assets) with the design team. Built partnership pitch packages and delivered reporting. Contributed to a 250% year-on-year increase in campaign-generated revenue in 2024 (90% excluding TV).
• Planned and delivered seasonal campaigns supporting VoucherCodes' VIP loyalty program, including app campaigns, early access for Black FriMay®, a Black Friday competition and a 100-day Countdown to Christmas campaign showcasing the value of VIP membership; the program reached 200,000 customers within 16 months of launch.

Brand Manager - Coles Own Brand at Coles Group (2022-01 – 2023-01)

Australian grocery retailer

• Managed a portfolio of priority private label brands across Grocery, Dairy and Freezer categories, including driving full brand strategy development, campaign management, packaging updates and new product development (NPD) reviews.
• Managed the Coles Own Brand "Red Tab" grocery portfolio, including an omni-channel sampling activation in partnership with Nova Radio (an Australian radio network) to drive brand awareness and product trial.
• Partnered with creative agencies to develop point-of-sale, print, digital, radio and influencer activity, while facilitating internal feedback and approval processes for brand-related campaigns.
• Managed the forecast and budget for the entire Coles Brand Marketing team, overseeing monthly and year-end reconciliations.
• Engaged senior leadership regularly on creative reviews, campaign activity plans, and data-driven recommendations.

Marketing Planner - Coles Financial Services at Coles Group (2020-08 – 2022-01)

• Managed the Pet Insurance portfolio within the Coles Financial Services team, including development of the positioning strategy, media plan, go-to-market activity, day-to-day campaign activity and budget management, under strict regulatory guidelines.
• Spearheaded a regulatory disclaimer update across credit cards, general, car, home, and pet insurance. Updated all digital, print, and advertising touchpoints ahead of schedule while maintaining full audit trail documentation.
• Led the build of a lifecycle marketing email program for a new product in development, partnering with an external agency to implement Adobe XD and a modular email framework designed to enable testing, optimization and greater efficiency.
• Scoped and executed 20+ Flybuys loyalty campaigns across the insurance portfolio, including test-and-learn projects to drive engagement and optimize channel performance.

Marketing Graduate at Coles Group (2018-08 – 2020-08)

• Own Brand Marketing: Led the redevelopment of an Own Brand Playbook used to drive team efficiencies and integrated customer insights across cross-functional teams.
• Category & Marketing Insights: Analyzed Non-Food and Fresh category performance via Nielsen and Circana, delivering 21 range reviews that shifted commercial strategy toward customer-centric outcomes.
• Liquor Marketing (Coles' retail liquor banners): Independently coordinated over eight marketing channels end-to-end, including out-of-home advertising and the catalogue program for Liquorland and Vintage Cellars, which included state-level localization to meet regulatory requirements and regional customer needs. Part of the team that won Brand of the Year at the Real Media Collective in 2019.

Bachelor of Business Management in Business Management – University of Queensland (2015 – 2018)