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Work Background
North Harbour Rugby UnionTeam Manager - North Harbour Under85s
Sep. 2024Auckland, New Zealand
PlaceMakersHead of Digital
Mar. 2023 - Nov. 2024Auckland, New ZealandAs Head of Digital at Fletcher Building’s New Zealand Distribution portfolio (PlaceMakers, Mico), I lead the customer experience and transformation programme, overseeing Digital Trade and Retail channels, Performance Analytics, and Digital Change & Support. I drive end-to-end marketing and operational transformation, modernising traditional analogue processes into scalable digital revenue streams. Key achievements include: - Strategic Growth & Digital Revenue Expansion – Led the digital transformation that delivered $110M in digital revenue for 2023 (340% YoY growth).
- Personalisation & Data-Driven Marketing – Implemented Salesforce Interaction Studio, increasing direct communications engagement by 77%.
- Go-to-Market & CX Innovation – Designed and executed a customer service model for SMEs, enhancing experience and retention.
- Performance Analytics & Product Optimisation – Established a data-led approach to campaign performance, improving targeting and ROI.
- Stakeholder & Partner Engagement – Acting as the key conduit between customers, national office, and a nationwide branch network, driving alignment and adoption of digital initiatives.
- Change & Adoption Programmes – Led the nationwide digital adoption strategy, increasing PlaceMakers' network engagement score by 30% in 12 months.
- Senior Vendor Management – Own the contracts and business performance of all digital programme vendors, ensuring value-driven partnerships.
- P&L Ownership – Oversee the Digital Transformation programme’s financial performance, ensuring it delivers business value on time and within budget.
PlaceMakersHead of Digital Revenue
Sep. 2021 - Mar. 2023Auckland, New Zealand
TSB New ZealandHead Of Digital
Dec. 2019 - Oct. 2021Auckland, New ZealandAs the Digital Business Owner at TSB, I led the strategic direction, customer value proposition, and operational performance of the bank’s digital channels. My focus was on driving customer acquisition, increasing digital adoption, and enhancing the overall user experience. - Developed and executed a digital strategy that maximised conversion, improved brand awareness, and scaled self-service capabilities. By ensuring seamless platform integrations across web, mobile apps, online banking, and CRM systems, I enabled personalised, responsive, and meaningful customer interactions. Key achievements:
- Led platform optimisation, ensuring all digital touchpoints were future-ready and seamlessly integrated.
- Managed vendor partnerships, delivering best-in-class digital products and experiences.
- Implemented data-driven strategies to boost conversion rates and establish a continuous improvement roadmap.
- Optimised customer acquisition through search (paid/organic) and digital marketing initiatives.
- Developed and executed a digital community engagement strategy to strengthen customer relationships.
- Partnered with technology teams to shape and deliver online and open banking strategies.
- Provided monthly insights on digital performance, customer behaviour, and optimisation opportunities.
Air New ZealandSnr Product Manager – Online (Acting)
Feb. 2018 - Jun. 2018Auckland, New Zealand
Air New ZealandGlobal Online Channels Product Manager (Acting)
Sep. 2017 - Jun. 2018Auckland, New Zealand
Air New ZealandEcommerce Manager
Jan. 2017 - Dec. 2019Auckland, New ZealandIn my various roles at Air New Zealand, I spearheaded the creation, implementation, and continuous optimisation of the digital retail customer journey, with a specific focus on driving global online flight revenue through our direct digital touchpoints. I worked cross-functionally with Digital Product Owners, Brand, Market Development, and Commercial teams to develop and prioritise revenue-focused digital initiatives and lead digital retail acquisition campaigns. Key Achievements: - Leading digital acquisition strategies across Paid Search, 1st Party Display, Meta Search, and EDM, resulting in a consistent reduction in year-over-year cost of acquisition.
- Air New Zealand Executive leader Program Mahi Rangatira
- Collaborating with cross-functional teams to optimise and execute global digital strategies that enhance customer engagement and increase conversion rates.
- Managing third-party agency partnerships to ensure optimal performance and successful campaign execution.
- Overseeing the optimisation of Air New Zealand’s digital conversion products, conducting A/B testing and user testing to achieve a 5% increase in the mobile booking flow conversion rate in FY19.
- Developing and implementing KPIs across all customer-facing digital products, including the Air
New Zealand App and Inflight Entertainment, to drive performance insights and improvements.
- Driving significant campaign optimisations that led to a 600% increase in Return on Ad Spend (ROAS) for Long Haul campaigns through retargeting journeys and ongoing performance analytics.
- Embedding performance analytics within commercial teams for more accurate revenue forecasting and enhanced market activity planning.
- Providing executive-level education and recommendations on digital marketing budget allocation and shaping the long-term retail strategy for Air New Zealand.
- Achieving three consecutive years of revenue growth through digital channels, driving sustained growth yoy.
Lightning LabBusiness Mentor
Mar. 2016 - Jun. 2016Auckland, New ZealandLightning Lab is a four-month, full-time, in-residence digital start-up business accelerator. During the 2016 program I am working directly with the team at Food Court Online provide facilities for searching and ordering food and deliver your orders to your doorstep when a participating restaurant does not provide delivery service.
Lightning LabBusiness Mentor
Mar. 2015 - Apr. 2015Auckland, New ZealandLightning Lab is a four-month, full-time, in-residence digital business accelerator.
Trade TestedDigital Sales And Operations Manager (Founder)
May. 2011 - Jan. 2017Auckland, New ZealandIn this senior leadership role, I was responsible for driving sales and operational strategies, focusing on increasing revenue and profitability. This role spanned the entire eCommerce lifecycle, from managing and developing a high-performing sales team to optimising cross-channel eCommerce solutions, order management, customer service, and fulfilment processes. Key Responsibilities: Sales Team Leadership: Managed and developed a high-performing Direct Sales Team, driving productivity and meeting sales targets through coaching and strategic alignment. eCommerce Optimisation: Led continuous improvements to eCommerce functionality, enhancing user experience, conversion rates, and platform performance. KPI Development & Implementation: Defined and implemented department KPIs, aligning them with business objectives to drive performance across all operational areas. Product Line Strategy: Developed strategies for growing existing product lines, identifying new opportunities to expand market reach and product offerings. Revenue & Market Share Growth: Developed and executed plans to drive revenue growth, expand market share, and uncover new opportunities within the digital marketplace. Cost Management & Financial Oversight: Managed budgeting, forecasting, and cost control initiatives, ensuring financial goals were met while maximising profitability. Senior Project Management: Led key projects, collaborating with cross-functional teams to ensure successful delivery on time and within budget. Customer Service Leadership: Oversaw both Sales and Customer Service departments, ensuring high-quality service delivery and strong customer retention. Through these efforts, I played a pivotal role in scaling operations, boosting revenue, and enhancing customer satisfaction, contributing to overall business growth and profitability.
Trade MeCommercial Development Manager - Trade Me
Oct. 2009 - May. 2011Auckland, New ZealandA new venture for TradeMe the Market Place channel was created to integrate traditional retailers with the TradeMe platform:
- Develop and execute new business strategies
- Provide a strong understanding of e-commerce and SaaS Solutions
- Key client acquisition
- Technical implementation and execution
- Key account management - Present to clients and potential clients
- Provide website enhancement and improvement suggestions
- Oversee the internal processes and teams used to facilitate outcomes for clients
Trade MeSales Executive at Trade Me Jobs
Oct. 2007 - Nov. 2009auck
Fairfax MediaTelephone Account Manager
Jun. 2007 - Oct. 2007Auckland, New Zealand
Fairfax MediaSituations Vacant Co-Ordinator
Jun. 2006 - May. 2007Auckland, New Zealand
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