As a commercially minded senior media and marketing strategist with over thirty years experience in Australia and internationally, Fairlie brings an innovative and collaborative approach and has a big picture view.
Fairlie has spent many years developing C-Suite contacts both within the media industry and the corporate world, and is known for her ability to create commercially advantageous strategic partnerships and opportunities. She has run her own media agency both in Sydney and London, and secured an exclusive contract with Virgin Australia to produce and supply video content as a series of business channels for their inflight entertainment system.
Fairlie has held the position of Media Group Head within two large international advertising agencies managing advertising campaigns for clients such as Chanel and McDonalds, and specialises in consumer behaviour data analytics, large scale presentations, product development, and strategic marketing initiatives. During her career she has worked on both sides of the fence both buying and selling various media, and was National Advertising manager on several well known women's titles including Harpers Bazaar and Woman's Day.
Fairlie also had the opportunity to work with the iconic Harry M Miller as a Director of one of his companies and provided information services for the America's Cup Yacht race. She has worked with iconic brands in the lifestyle and luxury sector including Highclere Thoroughbred Racing, Vittoria Coffee, Macquarie Media, Workclubglobal, Seven West Media, Virgin Australia, Bauer Media and Fairfax.
A specialist in defining the correct target market for a product or service, and providing the most cost effective and innovative delivery, Fairlie designs superior change making campaigns. Whether it is bringing investors and businesses together, or outlining the rationale for a new product launch, her scientific and thorough approach have ensured maximum results.
Fairlie has enjoyed working in London over recent years where she consulted for many clients such as Flame Media and TI Media (Marketforce) where she provided consumer insights and a series of award winning briefcase sessions outlining the changes in children's consumption of media, and provided Hello Fashion magazine with commercial strategies going forward.
Fairlie brings a wealth of experience in cross platform and offline media planning and negotiating, along with straightforward analysis and execution insights for all aspects of digital media. A specialist in distress rate media deals, e-commerce, events and PR opportunities, live programming and traditional media, Fairlie looks at each new campaign with a strategic outlook, and utilises a suite of current metrics and tools to create commercial growth.
Her interest in the charity and not for profit sector and particularly youth at risk saw Fairlie on the inaugural committee of Impact 100 Sydney North and Raise the Youth Mentoring Foundation creating and developing campaigns, branding and major fund-raising initiatives.
A natural entrepreneur and effective communicator, Fairlie has a unique approach and brings a wealth of experience to top level negotiations.