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Work Background
EasygoHead of Marketing Operations
Oct. 2024Melbourne, Victoria, AustraliaLeading the engine that powers our global marketing success. I oversee Marketing Operations, Events, Easygo Marketing, and Marketing Performance Analytics, ensuring seamless execution, efficiency, and impact. I drive strategic planning, optimise workflows, and implement best practices to keep our fast-paced marketing teams agile and effective. By aligning processes, data, and creative execution, I enable high-performing teams to deliver exceptional results and scale our marketing efforts globally. Key Areas of Focus: • Marketing Processes – Streamlining workflows for efficiency • Department Structure – Optimising teams for impact • Team Culture – Building a high-performance environment • Marketing Performance – Driving data-led decision-making • Campaign Management – Executing high-impact strategies • Project Management – Ensuring seamless execution • Operational Excellence – Improving efficiency at scale • Affiliate Marketing – Enhancing partnerships for growth • Events – Delivering memorable brand experiences • Creative – Elevating brand storytelling and design
EasygoSenior Brand Manager
Jun. 2024 - Oct. 2024Melbourne, Victoria, AustraliaLed brand strategy, creative direction, and market positioning for three global brands—Easygo, Stake, and Kick. Developed and implemented brand guidelines to ensure consistency across all touchpoints. Drove brand awareness through high-impact campaigns and strategic initiatives. Spearheaded the end-to-end rebranding of Easygo and Stake, shaping their visual identity and market presence. Passionate about building brands that stand out, connect with audiences, and drive long-term success.
Crown ResortsHead Of Marketing Communications
Dec. 2018 - Nov. 2023Melbourne, Australia• Ownership of all traditional and digital marketing communications • Overseeing the Marketing Communications team (11x FTE) in management of all advertising, media, digital, social media and direct communications
• Managing and measuring all Marketing Communications budgets • Working with the CMO to develop and document Crown's master brand strategy
• Development of the Social Media, SEM & Display strategies • Content generation and community management for Crown Resorts social media channels including the master brand assets
• Develop media plans across a range of all ATL & BTL channels
• Developing monthly, quarterly and annual strategic communications plans
• Managing eDM & DM calendars & 1:1 programs of work
• Loyalty program member retention and lifecycle management
• Salesforce DMP & dynamic marketing development
AQUILA ®Chief Marketing Officer
Oct. 2017 - Dec. 2018Melbourne, Australia
AQUILA ®Chief Digital Officer
Jul. 2017 - Oct. 2017Melbourne, Australia
AQUILA ®Head of Ecommerce
Nov. 2015 - Jul. 2017Melbourne, AustraliaA Q U I L A was founded in 1958, from humble beginnings in a small shoe factory in Melbourne, Australia. Building a reputation for quality shoes with Italian styling and traditional construction techniques, the Aquila name quickly became synonymous with well–crafted footwear. Over the following few decades, expansion into retail across Australia continued steadily as fashion-conscious men caught onto the stylish shoes Aquila create. Tapping into the modern man’s desire for an effortless retail experience, Aquila added men’s clothing to its product range in 2012, taking fashion cues from European style trends to create looks that complement the footwear range. Quality, craftsmanship and detailing remained at the core of the offer, creating timeless pieces which last from season to season. Based on popular demand, the clothing range is now also available from a number of retail stores. Today, 58 years since the foundation of the company, a third generation of family members are hard at work continuing this legacy. Aquila now operates more than 30 retail stores nationwide and is as proud of its rich heritage as its position as the leader in men’s fashion and footwear in Australia.
Kasmo DesignGeneral Manager
Mar. 2012 - Oct. 2015Melbourne, AustraliaKasmo Design is one of Australia’s oldest and most well recognised fashion accessory companies, selling their brands across major retailers including Myer, David Jones, Urban Outfitters, Shopbop, The Iconic, Spotlight and over 1,000 boutiques in Australia, New Zealand and North America. Kasmo also designs and develops ranges for major chain groups throughout Australia and New Zealand.
Betts Group Pty. Ltd.Marketing Manager - ZU Shoes
May. 2010 - Mar. 2012Melbourne, AustraliaZU was established in 2003 by the Betts Group with a focus on high fashion shoes and accessories for every occasion for both men and women. We have 31 stores Australia wide and an online store that ships to both Australia and our neighbours in New Zealand (AND we are working on an exciting new mobile site!). We understand that the need to shop for shoes can strike at any moment, so we’re working hard on providing our customers with the opportunity to buy shoes when they want and wherever they are. Our designers travel the world in search of the latest global footwear trends to create innovative designs made with top quality materials that are sold at prices our customers love. The ZU guy or girl follows fashion blogs, magazines and celebrity trends. They enjoy a social lifestyle attending concerts, festivals, fashion shows and hanging out with friends. They are social media savvy and aren’t afraid to research and shop online. Most importantly, ZU customers are confident about stepping into fast-paced, fashionable shoes!
Betts Group Pty. Ltd.Ecommerce Coordinator
May. 2009 - May. 2010Perth, AustraliaThe Betts Group have been in the Australian footwear industry for over 115 years! Betts offer a great range of women’s shoes and boots as well as men’s shoes in store and online.
Betts Group Pty. Ltd.Marketing Assistant
Jan. 2008 - May. 2009Melbourne, Australia
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