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Work Background
moneylabGeneral Manager
May. 2023Prahran, Victoria, Australia• Managing a team of brokers, financial planners and accountants at moneylab, focusing on business development, relationship management, and enhancing business systems and processes.
• Lead P&L and Sales pipeline development, optimizing customer experience and fostering cross-department collaboration.
• Developed referral partnerships and business partnerships interstate.
moneylabHead of Commercial
May. 2023 - Sep. 2023Prahran, Victoria, AustraliaAs Head of Commercial at Moneylab I am responsible for leading the sales development and client engagement strategy. Working closely with our department heads, my goal is to continue to deliver the best client engagement and experience that Moneylab is known and respected for. My role revolves around the customer, ensuring our team delivers maximum returns, the best advice and rates the market has to offer. In addition, building best practice operational efficiencies, systems and processes are part of my daily focus.
MieleHead of Commercial Sales ANZ
Aug. 2020 - Nov. 2022Hawthorn East, Victoria, AustraliaAs the Head of Commercial Sales at Miele I was responsible for managing a large team of sales professionals, working with the biggest Retail/Commercial partners, Developers, Architects, Designers and Builders in the appliance sales industry. My focus was on premium brand execution, relationship development, market value and volume growth for Miele.
My responsibilities included:
• Managed an international sales management team of 6 direct reports
• Provided strategic direction for ANZ Commercial business
• Sales forecasting and full P&L accountability
• General management, people development and succession planning
• Implementation and optimisation of new business systems and technology
• Developing customer leads and building relationships, including service support
• Stock optimisation, product management, warehousing & logistics
• Negotiating commercial contracts & pricing agreements
• Relationship marketing with Developers, Builders, Architects, Designers and Agent Partners
• Developing marketing campaigns and managing advertising budgets
Sterling FluxOwner/Managing Director
Jan. 2018 - May. 2023Melbourne, Victoria, AustraliaI run an online business on Amazon, developing my own brands, sourcing product, importing and selling in product through Amazon in the US, Canada, and Australian marketplaces.
MieleHead of Own Retail AU/NZ at Miele
Apr. 2017 - Aug. 2020Knoxfield, Victoria, AustraliaAs the Head of Own Retail I was responsible for all Miele Direct Sales channels, including the Miele Experience Centres, Miele Clearance Centres and Miele Online Stores for Australia & New Zealand. With a large multi-national team of over 100 staff, my goal was to deliver the best Miele brand experience through all multi-channel retail touchpoints. As part of a global family owned business, I simultaneously looked for opportunities to drive the growth of the Miele Own Retail channels, leading our regional global network.
My strong experience in online retail, ecommerce and digital marketing strategy proved invaluable in the continuing evolution of the retail market, where digital technologies in retail applications became more commonplace. In every aspect of my role, I looked for continuous improvements to all elements of our go-to-market strategy. Including, but not limited to; operational efficiencies, team development and succession, brand activation, retail sales and foot traffic driving initiatives.
MieleHead of Digital AUS/NZ at Miele
Jan. 2015 - May. 2017Knoxfield, Victoria, AustraliaAs the Head of Digital I was responsible for the development of the Miele AUS/NZ digital strategy, online sales channel development and performance and P&L.
Management of all online communication activity including planning, implementation, optimization, digital campaigns, online advertising, search engine marketing (SEM), search engine optimization (SEO), social media and mobile application development. My goal was to drive digital transformation across the Miele business while growing our local B2C online sales across Australia and New Zealand. I was responsible for developing and building a specialised in-house local digital marketing team, while collaborating with national and international suppliers. My Marketing KPI’s included driving high volume, qualified traffic to our digital assets, optimising conversion and path to purchase, while maintaining a premium brand position. My digital strategy centred around driving brand awareness, equity & market share growth, increasing household penetration and broadening Miele's consumer target market and reach. I worked closely with colleagues in the UK, USA and Canada to drive global digital initiatives and share best practices from our local market. I was also involved in a number of global projects driving CRM Strategy, Data Driven Marketing & SAP Implementation for the broader Miele business, which included regular local and international travel.
EnergyAustraliaDigital Consultant
Jan. 2014 - Dec. 2014Melbourne, AustraliaI was hired to launch a new online store and business for Energy Australia, “Home Services” division. Employed as a digital consultant in the Digital Team, I developed the marketing strategy, developed the UI/UX from wireframe to design, including user testing. I project managed the eCommerce business from inception to launch. My responsibilities included: • Scope and roll out Salesforce as part of the Digital Team
• Business case development and supplier sourcing
• Requirements gathering and business specification
• Developed functional specification documentation
• Managing key stakeholders across a cross functional Project Team
• Develop solution architecture design and work with IT Teams to scope and deliver IT infrastructure
• Collaborated with, and organised marketing and testing team support • Managed agency partners to deliver UX design
• Developed mobile optimised UI with responsive design
• Budgeting, forecasting and P&L management
Sigma PharmaceuticalsNational Digital / Ecommerce Manager | MultiChannel
Mar. 2013 - Nov. 2013Rowville, VictoriaLaunched their new online business for Amcal & Guardian Pharmacy, developing eCommerce and digital marketing strategy, SEM/SEO strategy development and management. I managed ongoing website project development, including UAT, SIT, Retail Operations support, while also assisting in setup of distribution, warehousing, fulfilment, logistics and on-site training. I utilised web analytics to look for on-site optimisation/opportunities and develop action plans for further website development. I was regularly engaged in building supplier relationships to deliver additional revenue streams through co-op advertising opportunities. This includes successful development, and implementation of joint business plans and marketing KPIs. Business case development, eCommerce Team development, and digital supplier engagement were also my primary management functions. Some of our suppliers were based offshore for software support and development projects in Mumbai, Cleveland and New York which required after hours meetings/management.
In addition, educating franchisee members and staff about "Multi-channel Retail" was a fundamental and continuous journey, requiring presenting at national conferences and regional meetings.
Hanes Brands Australasia Digital Marketing Manager, Underwear Group
Nov. 2011 - Mar. 2013Camberwell, Victoria, AustraliaAs Digital Marketing Manager for the Underwear Group, my role specialised in all digital marketing activity for Bonds, Berlei, Holeproof, RIO, Jockey, Voodoo and Razzamatazz. Launched Bonds & Berlei eCommerce websites November 2011.
Developed Bonds Social Media strategy, delivering 1m Facebook Fans and launched the Bonds Blog and developed the Email Marketing strategy for Bonds & Berlei.
We Are DigitalGroup Account Director
Jun. 2011 - Jan. 2012Richmond, Victoria, AustraliaI managed digital marketing campaigns and client services for the business, oversee AM/PMs and general business, including project management, business development, hiring and general P&L for a team of 16 staff. Clients included: Country Road, Witchery, Mimco, Carlton Football Club, Twinings, Roger David.
OfficeworksOnline Marketing & eCommerce Manager
Oct. 2008 - Jun. 2011I was responsible for eCommerce, digital strategy, online advertising, social media strategy, Electronic Direct Mail (eDM), Search Engine Marketing (SEM), Search Engine Optimisation (SEO), website development, Information Architecture (IA), User Acceptance Testing (UAT), content management, media planning, financial forecasting including P&L management, responsible for $8m online marketing budget and a team of 6 staff. Achievements include: Launch of www.officeworks.com.au nationally B2C and B2B websites - April 29th, 2009.
Increasing annual sales by 24.4%
Increasing monthly online traffic by 33%
Increasing monthly no. of orders by 19%
Increasing average order value by 12%
Note: Results to May 2011
Tribal WorldwideDigital Account Director
Nov. 2006 - Sep. 2008I was responsible for digital strategy, online advertising, website development, email marketing, project management, client management, project scoping, estimating and budgeting, business analysis, brief writing, client pitches/presentations. Some of my clients included the below... Client: AAMI (Australian Associated Motor Insurance), Just Car Insurance, Bingle
Industry: Insurance Responsibilities: Website development, digital strategy, email marketing, online competitions and advertising campaigns. Client: Australian Unity
Industry: Health Insurance/Finance & Investments
Responsibilities: eCommerce, web development, customer acquisition campaigns. Client: Sensis, Whereis, Citysearch, Yellow Pages
Industry: Online directories
Responsibilities: MySpace development, social networking, forums, online competitions, microsite development, rich media advertising. Client: Michelin Asia Pacific, (Aus/NZ), BF Goodrich (Aus/NZ), Tyreplus
Industry: Retail (Tyres)
Responsibilities: Online game development, product launch campaigns, microsite development. (Client: Michelin) U.S. Web Winner 2008
1. Outstanding Website
2. Best Website of Industry: Manufacturing
3. Best Website of Industry: Retail Category
4. Best Website of Industry: Overall Client: Hocking Stuart
Industry: Real Estate
Responsibilities: Email marketing, website development, display advertising. Client: Royal Elastics (First Media)
Industry: Apparel (Footwear)
Responsibilities: Website development, digital strategy. Client: Dulux
Industry: Retail
Responsibilities: Display advertising, email marketing.
Sputnik AgencyDigital Account Director
Mar. 2005 - Oct. 2006South Yarra, Victoria, AustraliaI was responsible for managing digital strategy, online advertising, website development, email marketing, project management, client management, project scoping, estimating and budgeting, business analysis, brief writing, client pitches and presentations. The business went through a merger as part of the acquisition of Sputnik by The Reality Group - so the name of Factory212 which was the digital arm of The Reality Group was absorbed by Sputnik. After the resolution of the merger a promotion opportunity arose at TribalDDB, where I could further apply my digital experience to a broad list of new clients across a number of new industries.
Flirt CreativeBusiness Development Manager
Oct. 2004 - Mar. 2005Melbourne, AustraliaSales role for custom CMS solutions. Generating leads, contacting prospects and networking with customers. Developed the marketing strategy and product offering to introduce new digital services.
The Reality GroupAccount Manager
Mar. 2003 - Mar. 2005St Kilda, Victoria, AustraliaAs my first role in an advertising agency, I managed marketing campaigns for a range of large clients. The role allowed me to develop my experience and knowledge across all ATL media channels, including managing radio and television production, press and magazine advertising, brochure development and print production. I also managed my first digital marketing campaigns and quickly discovered a passion for digital media.
I was responsible for managing display advertising, email marketing, SEM and website development and launched a number of online competitions, building direct marketing databases for clients.
My clients covered a broad range of industries, many with short deadlines requiring fast paced action, and quick, problem solving abilities.
My clients included:
GM Holden, SAAB, STA, Spirit of Tasmania, Dennis Family Corporation, British Petroleum, and many, many more...
LeasePlan AustraliaSenior Quotations Officer
Mar. 2001 - Mar. 2003Port Melbourne, Victoria, AustraliaI started as a Quotations Officer, with a keen interest in the automotive and finance industry. (Yes, I love cars). I was providing estimates and contracts for new automotive leases, including dealer and customer negotiation, liaison and support. As my competency grew, I was promoted to Senior Quotations Officer in the first 12 months and lead a small team where my role evolved to include IT project management, to develop additional software features and enhance business and sytem processes. This experience, exposed me to project management and leadership and provided a foundation for both stakeholder management, interpersonal skills and an opportunity to hone my technical and IT skills further.
JStyle SolutionsDirector
Jan. 2000 - Nov. 2001Templestowe, Victoria, AustraliaEstablished myself as a freelance consultant, offering art direction and design for SME clients. Focusing on small budget advertising campaigns for local businesses, I cold called new business to build my client base, while self taught in Adobe Illustrator and Photoshop, I developed my own local press ads and sold them to clients. It was an invaluable learning experience to work as a sole trader, to understand direct selling, client and account management and also the creative process. With no experience after university, I was determined to land my first advertising agency role, working with big brands and bigger budgets. This experience served me well, as I later started a similar consulting business for start-ups in my spare time, assisting entrepreneurial colleagues and friends with marketing and digital strategies.
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