Profile Series
Joanne Tran
Senior Project Marketing Manager at Mirvac
Describe your career journey and an overview of your current role.
I started my marketing career in automotive at GM Holden and even dabbled in a bit of FMCG before landing an amazing opportunity to work on masterplanned communities at Lend Lease, where I immersed myself for 5 years learning voraciously about the nuances of the property industry and the craft of a project marketer.
I am now the Senior Project Marketing Manager for Mirvac Residential in Victoria and have now been with the company for over 10 years, collaborating with passionate, intelligent, innovative teams to deliver outstanding apartments and master planned communities. This involves diving into the hearts and mind of the market, developing an inspiring vision to inform the design direction of our projects, before the strategic rollout of the brand, launch and sell down campaigns leading into settlement and beyond.
What are your future aspirations in the property industry?
Leading teams to deliver outstanding projects that not only stand the test of time and leave lasting legacies that our residents and stakeholders can be proud of, but also continue to be a market leader, creating a benchmark for the industry to always strive to do more and be better for future generations to come.
What do you most love about working in the property industry?
I quite often think about how lucky I am to work in an industry that is so intrinsically linked to humanity, how we live, work and enjoy our lives and how much we can impact the way of life for society well into the future. What we do has so much purpose.
What cause or issue are you most passionate about changing or bringing awareness to in our industry?
Leaving our world a better place. The imprint of our actions on the planet is top of mind and the legacy that we leave for the generations to come to inherit. Climate Change, the power of the circular economy, and protecting and advocating for the most vulnerable in society.
What is your career highlight? Describe a moment, project, campaign or cause you’re most proud of.
There are so many, the House with no Bills social study demonstrated how an ordinary family together with an efficiently designed home and a change of habits could dramatically decrease their footprint on the planet, this prototype has now informed the design of Mirvac homes that have followed such as Mirvac's 7 NatHERS star rated Fabric community. Our innovative collaboration with the fabulous fashion illustrator Megan Hess to curate the interior for the Array East Penthouse which included to die for Fendi, Roberto Cavalli, Louis Vuitton and Versace pieces, with Hess' stunning illustrations adorning the Penthouse walls. Together with it's stunning interior design, and carefully crafted fittings and finishes, this made our penthouse the ultimate luxury penthouse in Melbourne, a highly coveted property for a sophisticated market, with global appeal. My absolute favourite however would be The Eastbourne in East Melbourne - A Life Extraordinary, we heroed the Extraodinary people of East Melbourne and their fascinating stories. The campaign had immense heart and authenticity, whilst encapsulating the sophisticated design vision and value proposition of the inner city eden found only within The Eastbourne’s location. This paired with the Mirvac and Bates Smart powerhouse collaboration, meant that there were so many interesting elements to the brand that created avenues to build compelling brand awareness, engagement and launch campaigns. We sold $300M worth of luxury apartments within 3 days in what was then perceived as a slow market. Seeing our proud residents move in and celebrate their new lives with their neighbours was truly an unforgettable experience.