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Work Background
CommBox Pty LtdChief Operating Officer + Head of Product
Sep. 2020Sydney, New South Wales, AustraliaI am a passionate and results-driven leader dedicated to driving growth, innovation, and operational excellence. As Chief Operating Officer and Head of Product at CommBox, I’ve made it my mission to transform business operations and align our strategies with both current market demands and the evolving needs of tomorrow. My tenure at CommBox has been marked by significant achievements, particularly in fostering growth, spearheading product innovation, and enhancing the overall customer experience. In my role as COO, I guide the strategic direction of the company, working closely with our leadership team to define and articulate our annual strategy. My primary focus is on driving future growth by preparing for Horizon 2 and 3, ensuring that CommBox remains ahead in a rapidly changing industry. Through the implementation of data-driven initiatives, I have led the company to a remarkable 233% revenue increase over the past four years. My emphasis on cross-functional collaboration has been critical in ensuring that all teams work seamlessly together to achieve our growth and profitability goals. This customer-centric approach has been instrumental in solidifying CommBox's position as the leading provider of interactive touchscreens in Australia and New Zealand. As Head of Product, I am responsible for the vision, strategy, and execution of our product roadmap. My focus is on delivering top-quality, innovative solutions that not only address current market challenges but also anticipate future needs. I have introduced an agile development methodology that places our customers at the heart of the process. By actively engaging customers through focus groups, we ensure that our Android Operating System and other products are perfectly aligned with their needs and expectations. This approach has not only driven continuous innovation but also secured CommBox's leadership position in the market, with the CommBox Classic becoming the top interactive screen in Australia.
Cascade StrategyCo Head of Product
Apr. 2020 - Sep. 2020Sydney, New South Wales, AustraliaI was given two objectives when I joined Cascade. The first was "to rapidly invigorate Product + Engineering by moving the team from older style waterfall methodology to market leading agile product development practices". In just three short months I re-trained the Product team to undertake product development using Customer Led Discovery and Delivery methodologies. All four product managers learned wholistic product management and how to become effective product owners. I introduced and trained Agile SCRUM across product and engineering playing the scrum master role across three product pods. The impact to the business was immediate. Product and Engineering went from shipping one large feature every 4-6 months to shipping small valuable product increments, validated by customers and aligned to the roadmap every sprint. The second objective was "to develop a new product led growth strategy for Cascade that would set the direction for the platform for the next 5 years". This involved developing a new vision for the Cascade product, a new strategy that saw the product pivot into a forever free account with a focus on end user happiness and engagement, new product principles and 5 year roadmap. This strategy needed cross team collaboration and communication. I formed cross functional teams to explore and develop ideal customer journey maps for end user product led onboarding and engagement. The incredibly talented team at Cascade is now busy discovering and delivering on this vision and roadmap. Again the impact on the business was immediate. All teams within Cascade had a clearer understanding of the business and product strategy which achieved great alignment and focus for achieving product led growth. All teams used the Cascade platform to monitor and track our performance across a set of KPIs so our own software underpinned and support our day to day project work and tracked our performance.
Insured By UsGeneral Manager
Apr. 2018 - Apr. 2020Sydney, AustraliaAt Insured By Us I was responsible for operationalising our strategy to be 'the safety net for travellers'. My role encompassed the successful delivery our SAAS platform and associated services to our key partners and clients. I worked closely with all teams at IBU to ensure exceptional customer experience is delivered to everyone who interacted with us. I worked closely with our Founder to drive and deliver growth strategies across both our B2B and B2C businesses. As General Manager, I was responsible for all aspects of IBU’s business to free up the founder Ben Webster to work on other businesses. I was a key member of the leadership team. I was fiscally responsible for managing costs and was able to rapidly reduce the cost base during the COVID-19 crisis. Prior to the crisis we achieved rapid GWP growth on our travel insurance brands through aggregator integrations, affiliate marketing strategies, content and social media strategies. I developed the Product Vision and Strategy for our SaaS platform. I developed a new Product Discovery and Delivery methodology that saw the product engineering team reduce time to delivery by 37%. I was also Product Manager (full lifecycle) for our travel insurance brands – Travel with Jane, Travel with Kit, Travel By Us and Tilda Travel. During my tenure the brands grew by 330%. As Head of Customer Success, I created the customer success function within IBU and lead the team of 15 CSMs and engineers to deliver SaaS platform support and customized features to large corporate clients such as Woolworths, Vodafone, Australian Seniors, Hollard and Tokio Marine. I achieved zero churn and grew MRR through proactive success planning. I created the traveler support function for retail travel insurance clients where we provided phone, email and chat services. Our team provided exceptional service even during the COVID-19 crisis where we achieved zero complaints to AFCA and 79% happiness ratings.
Fowlers Carpets and BlindsBusiness Owner and COO
Jan. 2014 - Dec. 2017Narellan NSW AustraliaSarah invested into Fowlers Carpets and Blinds, her family business in 2013. Fowlers Carpets and Blinds is the largest flooring covering business in South West Sydney. Sarah was responsible for technology implementation, marketing, team growth and special projects for Fowlers Carpets and Blinds. - Marketing Strategy and Implementation including print, digital (SEO, Google Adwords, Content Marketing), radio and other traditional forms of advertising. Managed social media activities
- Developed and executed in the Business Strategy and Direction in collaboration with the other Directors
- Re-launched the business internally as Fowlers 3.0 and managed all Change Management initiatives
- Performed the Accounting and Finance function
- Managed Human Resource, team training and enrichment
- Performed the Store Manager role ensuring store presentation, start and end of day tasks. - Customer Service Leadership including managing the After Sale Complaints and Claim process
Sarah Drysdale CoachingFounder and Principal Consultant
Oct. 2012 - Mar. 2018Sydney, AustraliaAs the founder and principal consultant of Sarah Drysdale Consulting, I have established myself as a leading ecommerce business consultant in Australia and Hong Kong. I’ve made a significant impact by bridging the gap between business needs and technology solutions, ensuring every project delivered exceptional value and drove strategic success for my clients. -Successful Exit: As a Shopify partner, I spearheaded the delivery of nearly 200 eCommerce websites, driving substantial growth for my clients. This success led to a strategic exit in March 2015, when I sold the web development arm of my business to The Hope Factory, marking a pivotal moment in my career.
-Digital Strategy Leadership: I collaborated closely with clients to craft and implement innovative digital strategies, consistently translating into increased market share, enhanced customer engagement, and long-term business success.
-Business Coaching: My coaching empowered entrepreneurs and business leaders, providing them with the insights, strategies, and confidence needed to achieve their goals and drive their businesses to new heights.
-Product Management: I guided clients in understanding the principles of product management, helping them design effective online products, solutions, and experiences.
-Technology Implementation: I developed detailed project documentation and guided clients in selecting and implementing key technologies like Salesforce and HubSpot.
Problem Solving & Risk Management: I tackled complex business challenges with in-depth analysis, creative problem-solving, and effective risk management strategies. I’ve had the privilege of working with leading brands such as OneWorld, CoziGo, BridgeChina, Sono Vaso, Fowlers Carpets & Blinds, Sustainable Business Matters, CharlieBoy, OzziCozzi, EdenSpa, EFIB, and The Light Boutique, driving transformative change and helping these businesses achieve unparalleled success.
Cornflower Blue Design CompanyFounder + CEO
Apr. 2009 - Aug. 2013Australian Business run from India and Hong KongAs the Founder and CEO of cornflowerblue, I led the strategic and operational management of the business, driving excellence across Product Management, Business Planning, Sales and Marketing, Buying, Customer Service, Communication, and Financial Management. Pioneering Online Business Model: Designed and implemented a sustainable online business model that set cornflowerblue apart in the market. Innovative Product Management: Led the product management of our clothing line and online technology solutions, ensuring a seamless and stylish customer experience. Website Leadership: Spearheaded the entire lifecycle of our website, from design, specification, and development to testing and ongoing management, delivering a user-friendly platform that captivated customers. Strategic Sales & Marketing: Managed all aspects of sales and marketing, including optimizing advertising spend, developing compelling creatives, SEO, social marketing, email campaigns, blogging, and web marketing strategies that drove traffic and boosted sales. Expert Product Purchasing: Executed budgeting, product research, buying trips, and product selection with precision, ensuring a curated and desirable product line. Customer Loyalty Programs: Developed and implemented customer loyalty and retention programs that fostered strong, lasting relationships with our clientele. Exemplary Customer Service: Established, implemented, and monitored high standards for customer service. Financial Stewardship: Directed financial management, including financing, financial reporting, and management reporting, securing the financial health of the business. Operational Excellence: Managed day-to-day operations, overseeing staff and order fulfillment, and ensuring smooth integration with Westfield, a major Australian online mall. Under my leadership, cornflowerblue earned a nomination for 'Best Online Store' by Kids Fashion Review readers, a testament to the brand's impact and success.
HSBCProject + Product Manager
Apr. 2007 - Mar. 2008Hong KongLead Product Manager in Personal Financial Service team for the RIS implementation across Asia. Responsibilities included:
- Documented the Product Requirements for engineers
- Managed the implementation timeline and resource allocation for IT resources across the countries and projects - Acted as central co-ordination point between Head Office, IT and Local Project Teams
- Managed a team of 5 staff as well as the implementation in two countries Indonesia and Malaysia
- Identified and specified future enhancements to the system to address critical business needs and saw them through to implementation. - Managed project communication and stakeholder deliverables. - Set up and implemented training courses for regional staff.
HSBCProject Manager
Sep. 2004 - Mar. 2006AustraliaCo-Lead Project Manager for the Branch Re-engineering project across 23 branches in Australia. The project involved re-engineering 29 of the 101 process of the deposit taking operations and delivered a productivity saving of 25%. 105 process changes were implemented in 3 phases over 6 months in 23 branches across the country. Responsibilities included:
- Identification and design of process changes
- Management of implementation activities
- Training of process change implementors
- Management of implementation schedule and implementators
- Communication with other HSBC departments including the production of a weekly Intranet newsletter
- Assistance with stakeholder reporting
- Assistance with the development of a Business as Usual Process Change methodology for HSBC
- Assistance with providing data for a detailed resource model used to quantify the process changes
- Identification and management of a small number of technology changes to support the process changes
BearingPointSenior Consultant
Oct. 2000 - Apr. 2003Sydney- Analysed, designed, and implemented financial market and business intelligence systems.
- Performed the role of Project Manager and Business Analyst on projects.
- Assisted with projects from strategy through to implementation and deployment.
- Specialised in IT Strategy, IT systems implementation, Process Mapping and Process Improvements.
- Clients included Allianz Australia Limited, Macquarie Bank, AMP, Commonwealth Bank, ESG Reinsurance, News Limited, ING Refer to attached document for details of the projects and deliverables
James Martin & Co.Senior Consultant
Apr. 2000 - Oct. 2000Hong KongJames Martin + Co was a boutique consulting firm. I was engaged to work on a client project for Jardine Fleming Asset Management - Hong Kong which at the time was the largest fund manager in Hong Kong (based on FUM).
- Product Manager for the development of 'JF Funds Online', an Internet trading application and the first of its kind in Asia. The project involved:
- Creating Product Artefacts for developers - wireframes, process flows, user stories.
- Developing both the Functional and Technical Specifications, which formed the core documents used for development and system signoff. Coordinating the development of the application with developers in Hong Kong, London and Luxembourg and branding by external web developers in Hong Kong.
- Development of the Test Plan and detailed Test Models
- Process mapping of future state processes
- Management of User Acceptance Testing (UAT)
- Development of user training and procedures.
Sterling Software IncSenior Systems Engineer
Dec. 1999 - Apr. 2000Silicon Valley USAI was recruited to work for Sterling Software in Silicon Valley and I worked from the Redwood Shores office. During my time at Sterling Software I was responsible for:
- Designed architectures for e-commerce, CRM and B2B solutions
- Sales and demonstrations of Business Intelligence tools including OLAP, Web based Query and Reporting and Corporate Portals
- Clients included Charles Schwab, Safeco, Telephia, Premera Insurance
Bankers Trust (now Deutsche Bank)Financial Controller
Jun. 1999 - Dec. 1999London, United Kingdom- Project Managed the development of a client service tool using MS Access for all offshore locations, this required liaising with Deutsche Bank in Dublin
- Designed the processes for the new corporate entity being formed as a result of Principal Financial Group's acquisition of BTFM Europe.
- Design and implementation of a Management reporting system.
- Design of weekly and monthly sales reports.
- Assisted with the implementation of the new general ledger system
- Completion of initial IMRO Financial Resources Questionnaire.
Bankers Trust (now Deutsche Bank)Business Analyst and Management Accountant
Jan. 1998 - Dec. 1999Sydney, AustraliaI joined Banker Trusts which was the largest fund manager in Australia at the time. As a Management Accountant I was responsible for:
- Developed Monthly Management Reports for Senior Management
- Assisted with the implementation of Cognos OLAP to Business Line Managers - Implementation Plan and user acceptance testing
- BI Reporting Software selection and implementation
- User manual, user training and ongoing support
- Budget Analysis and Expense Analysis
- Project Managed the development of a FUM database to track funds under management within International Funds Management
PwC AustraliaUndergraduate Auditor
Jan. 1997 - Dec. 1998Sydney, AustraliaI joined PWC as a reverse undergraduate in the third year of my degree:
- Auditing and Tax - Preparation of Management and Financial Reports
- Assisted with Internal training courses - Developed purchase ordering system for Esprit Retail Australia
- Clients included Capral, GIO, Esprit, Pearson TV, TVSN, Sony Music
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