Libby Potter
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Head of Consumer Insights, Marketing Capability & Practice (Area Practice Lead)
Tauranga, Bay of Plenty Region, New Zealand
Résumé
Jobs
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Head of Consumer Insights, Marketing Capability & Practice (Area Practice Lead)Mercury NZAug 2024 - Current (2 years 2 months)Mercury NZ: NZ’s largest energy retailer, also offering broadband and mobile with a residential customer base of over 500,000 households.
A member of the Sales & Marketing Leadership Team, shaping the strategic vision for the Customer retail business and partnering with senior stakeholders across value streams to deliver against strategic objectives.
Lead the Consumer Insights and Research function across Voice of Customer, brand and market tracking, market research, market and customer segmentation, and customer data analysis, ensuring intelligence drives strategy, clear storytelling, and actionable insights.
Additionally, lead a practice of 20 specialists across product, mar comms, digital, insights, and- Head of CX and InsightsMercury NZJan 2024 - Aug 2024 (8 months)Led CX and Insights functions as part of the Sales & Marketing Leadership Team, accountable for customer strategy, customer experience, CX insights (including VOC), and product strategy across the consumer business.
- CX ManagerMercury NZSep 2022 - Dec 2023 (1 year 4 months)Joined Mercury team following its acquisition of Trustpower’s retail business. Built and led a new CX capability, establishing frameworks, team, and ways of working to serve a unified customer base under a single brand.
- Insights and CX Design ManagerTrustpowerSep 2021 - Sep 2022 (1 year 1 month)Led consumer insights, customer experience design, and CX analytics at Trustpower, recognised for leading the NZ market as a multi-service energy and telco bundle provider.
- Head of Brand and MarketingWintec Waikato Institute of TechnologyOct 2018 - Oct 2021 (3 years 1 month)Led brand and marketing for one of NZ’s largest polytechnics, reporting to the Executive Director of Products and Planning. Drove a new masterbrand platform and refreshed brand positioning; redesigned student recruitment strategy during Covid, protecting enrolments through rapid channel and message pivots.
- Marketing Manager (Group Brands)Brown Family Wine GroupNov 2016 - Oct 2018 (2 years)Led brand management and trade marketing functions across the BFWG portfolio at one of Australia’s largest wine companies.
- Marketing Manager - Arnott’s ShapesThe Arnotts GroupDec 2014 - Nov 2016 (2 years)Full P&L ownership of the Youth Snacking portfolio ($200M+ list value) at one of Australia’s most iconic FMCG companies. Repositioned Shapes and drove growth through product innovation and campaign excellence.
- Senior Brand Manager - Coca-Cola, Diet Coke, Coke Zero, Powerade, Energy Drinks, Iced TeaThe CocaCola CompanySep 2012 - Dec 2014 (2 years 4 months)Led brand strategy across Coca-Cola, Diet Coke, Coke Zero, Powerade, Energy, and Iced Tea portfolios in NZ and later Australia. Delivered award-winning TVCs and IMC campaigns, new products, pack formats, and major sponsorship activations (Olympics, Rugby World Cup, All Blacks, AFL, NRL, NFL). Named Coca-Cola Marketer of the Year.
- Senior Brand ManagerThe CocaCola CompanyApr 2008 - Sep 2012 (4 years 6 months)
- Brand Manager - Villa MariaVilla Maria EstateFeb 2007 - Apr 2008 (1 year 3 months)
- Brand Manager - Wine CategoryMMI Maritime and Mercantile International Emirates GroupSep 2005 - Feb 2007 (1 year 6 months)
- PR/Marketing AssistantTourism New ZealandSep 2004 - Sep 2005 (1 year 1 month)
- LEnglish Teacher (working holiday)Linguaphone JapanSep 2003 - Aug 2004 (1 year)
- MSales Account ManagerMills Reef WineryFeb 2002 - Sep 2003 (1 year 8 months)
Education
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- Graduate Diploma in Wine BusinessUniversity of AdelaideJan 2001 - Jan 2002 (1 year 1 month)
- Bachelor of Arts (BA, Political ScienceUniversity of CanterburyJan 1998 - Jan 2000 (2 years 1 month)