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Work Background
SkywireAccount Director
Dec. 2023London, England, United KingdomSkywire help leading luxury, beauty, and fashion brands unlock their digital potential. Working with some of the strongest brands in the industry. As PM, I manage a range of client relationships at a project and ongoing level, coordinating with tech, design, and key stakeholders.
Rembrandt Menswear Head of Marketing & Ecommerce
Dec. 2020 - Oct. 2023Wellington, Wellington Region, New ZealandRembrandt is a leading premium menswear brand in Australasia with 15 stores across NZ and AU and strong wholesale distribution. My leadership was instrumental in driving the brand's most significant growth in its 75-year history, both in-store and online. Key initiatives that I spearheaded include: ➡️ Data-Driven Leadership: Advocated data-led decision-making in leadership meetings using Data Studio and GA4, enriched by customer interviews.
➡️ CRM & Email Marketing: Overhauled CRM and automated email marketing, leading to 50% revenue growth in this area.
➡️ Performance Marketing: Oversaw $20k+ monthly ad budget with an agency, achieving a 3.2 ROI consistently.
➡️ UX Enhancements: Worked with a digital agency on 30+ UI/UX updates, improving conversion rates by 30% and increasing AOV.
➡️ SEO Strategy: Boosted organic traffic by 30% in 5 months via targeted SEO.
➡️ Campaign Management: Managed brand campaigns and photoshoots, aligning with trends and ethos.
➡️ Event Marketing: Directed local wedding show presence, generating over $400k in direct yearly sales.
➡️ Athlete & Team Partnerships: Managed athlete endorsements for high-profile events.
➡️ B2B Marketing: Improved B2B materials, indirectly increasing sales by 25%.
➡️ Budget Management: Managed marketing budgets and sales forecasts with finance.
➡️ Team Leadership: Led a team of marketers, agencies, and freelancers to 40% YoY revenue growth.
➡️ Brand Refresh Initiative (2022): Spearheaded a major brand update across NZ and AU, enhancing visibility and engagement.
FishbrainProduct Marketing Manager
Apr. 2019 - Dec. 2020Stockholm, SwedenFishbrain is the No.1 fishing app with +14 million users worldwide. During my time as the lead product marketer we grew the user base from 4.8m to 12m, following our B round capital raise of US$13m. I received two promotions within the marketing team and led the launch of our ecommerce marketplace. ➡️ Market Expansion: Spearheaded the North America market launch of Fishbrain's marketplace, combining SEO, PPC, PR, and CRM strategies achieving over $1 million GMV in the first 12 months.
➡️ PR and Media Relations: Managed strategic relations with a London-based PR agency, securing coverage in major publications like Bloomberg, NY Post, and Washington Post.
➡️ Copywriting and Localization: Lead copywriter for marketing and App UX, including SEO-optimised pages. I also managed all translations into 7 languages alongside freelancers.
➡️ Feature Launch Campaigns: Directed all GTM campaigns for new features for paid subscribers, significantly enhancing user engagement and feature adoption. ➡️ Customer Insights: Conducted regular customer insight sessions, aligning marketing strategies with user needs and preferences. ➡️ Revenue Growth: Achieved a 42% YoY increase in subscription revenue through targeted growth marketing campaigns working across product and marketing teams.
➡️ Lifecycle Messaging: Implemented Braze across all lifecycle messaging channels, boosting 7-day retention by 20% in the first 4 months of the new tool.
➡️ Email Marketing Scalability: Scaled email deliverability to over 300k sends per week while maintaining over 20% open rate.
FishbrainMarketing Manager
Apr. 2018 - Apr. 2019Stockholm, Sweden
KinMarketing Lead
Jul. 2017 - Mar. 2018WellingtonKin is a new-age recruitment company disrupting an industry that is ripe for change. Kin was built as a sister-company to Humankind. ➡️ Coordinated our re-brand with our supporting design agency.
➡️ Lead copywriter for the Kin blog, publishing posts every month on new-age recruitment
➡️ Led the design and production of brand collateral
➡️ Managed relationships with all external creative suppliers such as our development, and branding agency
➡️ Generated visual content for social channels, website and graphic collateral the team need
HumankindMarketing Lead
Sep. 2016 - Mar. 2018WellingtonHumankind is the leading Employee Experience agency in NZ, helping businesses get the most out of their people through a more human approach rather than traditional HR. ➡️ Coordinated our re-brand with our supporting design agency.
➡️ Lead copywriter for the Humankind blog, publishing posts every 2 weeks on the future of work
➡️ Project managed the technology migration from Google to Office365
➡️ Led the design and production of brand collateral
➡️ Managed relationships with all external creative suppliers such as our development, and branding agency
➡️ Generated visual content for social channels, website and graphic collateral the team need
HumankindMarketing Intern
Apr. 2016 - Aug. 2016Wellington & Wairarapa, New Zealand
Victoria University of WellingtonDesign Tutor
Feb. 2016 - Apr. 2016Tutoring two design papers at The School of Design. One first year paper and a second year paper. - DSDN 111 - Ideas and Principles of Design
- INDN 241 - Tangible Creation
New Zealand Artificial Limb Service & Victoria University of WellingtonSummer Research Scholarship
Nov. 2015 - Feb. 2016Working for both the NZALS and Victoria University of Wellington in a team environment exploring the possibilities 3d Printing and CAD can have on the prosthetics industry in New Zealand.
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