Entrepreneur, marketer, brand builder, writer and business owner.
Amy
Smith
I am energetic, creative and have built my career building brands through great marketing.
1993
—
My corporate life began in the early 90’s in Australia at Telstra’s advertising and media department, from where I moved to London in the mid 90’s and worked for over a decade working in and running creative advertising agencies including TBWA and Nike’s long-standing agency, Wieden + Kennedy.
2005
—
After 11 years in Europe, I returned to Australia in 2005 as Managing Director of TBWA, Melbourne and Sydney. I then moved to JWT as CEO of Australia and New Zealand. After winning the pitch for the ailing Jenny Craig business, I was offered the position of Managing Director of Jenny Craig ANZ and made the decision to leave advertising in 2008.
2008–
2012
—
From 2008 to 2011, I embarked on a 3-year turnaround plan that revitalised the brand using the power of innovation and marketing. From Magda to Mel B, we doubled the business and our efforts resulted in the sale of the Jenny Craig franchise to Nestle in 2012.
During my turnaround time at Jenny Craig, we expanded stores to over 100 locations, launched an online weight management business, Jenny Craig at Home, a men’s weight loss business, Jen for Men and created JenMe, an adolescent weight management and education program in collaboration with Monash University. Post the sale, I continued to work for Nestle as the Global CMO of Jenny Craig generating campaigns across five global markets including Australia, US and UK, France and New Zealand.
​
2013
—
I established Rise Productions in 2013, and began consulting in marketing and brand strategies, product and packaging innovation, retail innovation and design and ‘go to market’ strategies for clients including Swisse, Target and Dineamic.
2014
—
In 2014, I became a part owner of the Dineamic business and took the healthy pre-packaged food offering from feeding elite athletes to busy people, distributing in specialty retail stores, wholesale, our own retail stores and opera online.
2015
—
In 2015, I took on the role of Head of Marketing and Brand at Grill'd and revitalised the Grill’d brand, refreshed restaurant design, redefined what ‘healthy burgers’ positioning meant to a Millennial customer and developed new products in keeping with the latest food trends.
2017
—
In October 2017 I moved into the ‘not for profit’ sector as CEO of The Good Foundation/Jamie Oliver’s Ministry of Food and launched programs tackling childhood obesity, diabetes and diet related disease in Australia’s most at risk communities.
2019 -
2023
—
In February 2019, I joined T2 as Global Brand Director building the brand across ANZ, US/UK and SNG with a
mandate to create a purpose led brand that celebrates diversity and balances purpose and planet with people and profit. During my time we achieved BCorp status and celebrated many milestones such as ethical and sustainable sourcing, innovation and store design.
2023
—
After four years at T2, I moved to Good Food Partners, a division of Arnott’s whose purpose is to create ‘better for you’ foods at every lifestage, with the remit for growing the branded portfolio to 50% of total sales. Key brand reinvention include Freedom, Messy Monkey and SUNSOL.
I continue to consult on all areas of brand strategy, marketing strategy and NPD.