Kelsey Rosevear gained valuable experience managing teams in retail businesses before starting her Bachelor of Business degree at the University – and then COVID hit.
Like many in retail, Kelsey’s employment was affected, so she needed to think outside the square. She launched her own company, Have and Hold Tasmania – a directory of sustainable products handmade in Tasmania.
It was a unique chance to make valuable connections with small-business owners throughout the State and to help promote them.
From her early days in business, Kelsey helped companies such as ROOKE, a contemporary Tasmanian circus company, and joined the board of Stompin youth dance company, which she has a personal connection with after her own time in the performing arts as a teenager.
While studying, she also took a full-time job as a marketing consultant at Kingthing learning more about website development, social media and paid advertising.
“I learned a heck of a lot,” she said. But travel beckoned.
Before leaving for overseas, Kelsey rebranded her much-loved business, Have and Hold Tasmania, to Have and Hold Marketing, creating a work environment that enabled her to continue to work with small business and arts groups while overseas. On her return to Tasmania, she expanded to larger corporate and e-commerce contracts.
“We don’t want to walk away from small business work, but are transitioning to more of a strategic support role for them,” she said.
“Nothing makes us more excited than festival weeks putting on our Blundstones, getting our lanyards and our torches, and getting muddy ... We love nothing more than doing that.”
At a careers conversations event in Launceston earlier this year, Kelsey spoke to students about the importance and value of attending similar face-to-face events, something she couldn’t do in her early years in business during COVID lockdowns.
She says when she started at University, she was already a few years post-school.
“I’d been in full-time positions, and had managed a team,” she said.
It meant she had business experience before starting her course.
“Three years since finishing my degree, I’m now finding that I use those skills I learned at University a lot; I talk to businesses about a strategy-first approach, the importance of formulating strategy and considering consumer behaviour," she said.
“The foundational skills I learned in my degree are coming into play now.
“At any point in your business, if you’re about to start marketing a new venture or engaging someone for an existing business, you need to plan your strategy and revisit that plan every year, and then renew it in detail in 3–5 years time.”
Another marketing tip Kelsey has for business owners is the importance of building a community.
“The difference between a good brand and a great brand is community,” Kelsey said.
“A great brand has a really strong community around them. Sports-related brands are often good examples of this.”
The third tip is adopting an omni-channel approach. By this Kelsey means ensuring that marketing is consistent across all channels and at all stages of a marketing strategy, from social media to website development and email lists.
“My passion is seeing people succeed and seeing the community get behind them,” she said.
“It’s all about human connection. Connection with business owners and connection with audiences who are passionate and supportive. It’s really rewarding seeing businesses doing all the things I taught them.
“We have a very tight community in Tassie. We get around people. We want to see people excel.
“Where we excel in Tasmania is in building community, lifting each other up and wanting to see others succeed.”
In terms of advice to young alumni in business or getting that first job, Kelsey’s key tip is to position yourself in a way that maximises your point of difference from other graduates.
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Banner image: Kelsey Rosevear
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