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Work Background
Spark New ZealandProduct Owner | Retention Marketer
Aug. 2021 - Jan. 2025Auckland, New ZealandAs a seasoned Product Owner at Spark, I lead the Engage & Retain team, dedicated to ensuring our customers' satisfaction and loyalty. With a focus on reducing churn, my strategic approach involves leveraging data-driven insights and innovative solutions to proactively address customer needs and pain points, ultimately fostering long-term relationships and maximizing retention rates. Experience: Spearheading the Engage & Retain team at Spark, orchestrating cross-functional collaboration to develop and implement customer-centric initiatives aimed at enhancing satisfaction and loyalty. Utilizing agile methodologies to prioritize and manage product backlog, ensuring alignment with company objectives and customer expectations. Leveraging analytical tools and customer feedback to identify trends and opportunities, driving continuous improvement and optimization of our products and services. Collaborating closely with stakeholders across departments to gather requirements, define product roadmaps, and execute go-to-market strategies that resonate with target audiences and deliver measurable results. Cultivating a culture of innovation and accountability within the team, empowering members to take ownership of their work and contribute to the achievement of organizational goals. Lead on “Made For You Review” an award winning programme aimed at ensuring customers are on the right plan for their needs. Won the Supreme Award, Excellence in Data Insights Strategy, Excellence in Marketing Communication Strategy, Excellence in MarTech Strategy, Excellence Utilities/Communications Marketing Strategy, and Best Overall Marketing Campaign as well. Spearheaded adoption of AI tools, elevating product innovation and operational efficiency.
AIAMarketing Engagement Manager - AIA Vitality
Sep. 2020 - Sep. 2021Smales FarmManaged multi-channel direct-to-customer campaigns, achieving 4-5% higher open and click-through rates. Led onboarding and collaboration with new partners, resulting in a 300% growth in partner sales. Enhanced app and web portal content, increasing member engagement by 3% through lifecycle program updates. Coordinated with stakeholders to ensure campaign alignment with business objectives, exceeding KPIs by 2% in Q1 2021. Leveraged customer insights to boost engagement and spearheaded app improvements with the AU dev team for a better user experience. Initiated data-driven marketing revisions, increasing campaign ROI by 5%. Streamlined cross-channel communication strategies and mentored junior staff, enhancing overall campaign efficiency and productivity.
Honey Collective YogaFounder
Apr. 2020Honey Collective Yoga empowers and supports women as they discover more about their authentic selves. The Honey Collective was born out of a challenging time in my life when my understanding of yoga went from being a form of exercise to an emotional partner who nourished me back to a state of peace and balance. I want to ensure women make time for themselves to find their inner goddess. I want to help every honey be their sweet authentic self through the power of yoga and Ayurveda principles. Follow me @honeycollective.yoga on Instagram
Chorus NZ LimitedMarketing Project Manager
Mar. 2020 - Jun. 2020Auckland, New ZealandInitiated go-to-market strategies to support business objectives and led new marketing initiatives with full control of channels, creative development, and strategy. Conducted market research to understand customer needs and developed marketing strategies and customer value propositions (CVPs) based on these insights. Planned and executed campaigns to assist customers during COVID-19, leading a cross-functional team to enhance customer engagement. Analyzed customer demographics to tailor marketing strategies, improving market alignment. Managed multiple marketing channels to ensure consistent messaging across platforms.
Westpac GroupMarketing Manager
Aug. 2018 - Dec. 2019Sydney, New South Wales, AustraliaResponsible for the delivery of key marketing activity across the Transaction Account portfolio for New to Bank and Existing customers across Westpac, St George, Bank of Melbourne and Bank of South Australia. My key objective was to make a powerful first impression through a great onboarding experience for every customer. Key areas of delivery include; • Leveraging customer insights & analytics to drive a uplift in key metrics that drive business growth
• Manage end to end customer experience with closed loop learning with a focus on integrating and collaborating with key teams to ensure consistent onboarding experiences
• Manage internal and external partners, design and execute campaigns end to end across the full range of personalised marketing channels, brief writing and creative thinking
• Personalised marketing results analysis, leveraging large data sets to develop customer led insights and communications
• Craft clear and concise customer messages from complex communication requirements
• Working in the Agile environment
• Develop new to market campaigns to achieve business objectives, including developing CVP's.
Achievements in this role include;
• Delivering 15 new-to-market campaigns to drive an uplift in key metrics through a multi channel approach including email, sms, lead delivery and direct mail.
• Launched 2 new onboarding call campaign pilots across Westpac and our regional brands (STG,BSA, BOM) to drive and uplift in IDV rates. Pilot saw a 2% increase in IDV rates. Pilot was rolled out across the branch network.
Delivered a new optimised onboarding programme aimed at using behavioral economics to ensure we are delivering a digitally-led, human-backed communications strategy empowering customers to take control of the setup process.
Boosted IDV rates by 2% through innovative onboarding call campaigns. Reimagined customer onboarding, integrating digital and human elements effectively.
LuxotticaCRM Manager
Jul. 2017 - Aug. 2018Sydney, AustraliaLed customer lifecycle programs for 1M+ users, enhancing engagement and retention. Managed end-to-end campaign processes across US and Australia teams, ensuring seamless delivery. Directed strategic customer segmentation and analytics, improving data accuracy and insights. Coordinated communications for 450 stores, streamlining campaign execution and support. Implemented new processes to improve timeline management and cross-functional communication. Boosted campaign efficiency by refining process documents and stakeholder timelines. Oversaw data model approval, enhancing customer segmentation and campaign precision. Coordinated with global teams to harmonize campaign strategies and technology use. Implemented Salesforce solutions to streamline campaign management and reporting. Managed campaign proofing and pre-deployment tests for flawless execution. Analyzed customer data to enhance CRM strategies, increasing engagement by 30%.
Westpac New Zealand LimitedMarketing Campaign Manager
Mar. 2016 - Apr. 2017Takutai SquareLed CRM campaigns aligning with Westpac NZ’s strategy, achieving all objectives. Delivered the 'Save on Fees' initiative, reducing complaints and increasing NPS. Spearheaded CRM strategies, boosting NTB customer numbers through innovative web personalization. Oversaw the CashNav app launch, achieving 30K downloads in the first week and leading market positions. Introduced an abandoned cart strategy, enhancing product uptake by 35%. Enhanced team morale and engagement through leadership of the Marketing Social Squad. Pioneered a segmentation strategy that lifted engagement rates by 20%.
n3 - Business Buying PowerMarketing Campaign Specialist
Apr. 2012 - Mar. 2016Grey Lynn, AucklandPlanned and executed email marketing campaigns for 15,000+ businesses, identifying key audiences and designing engaging copy. Collaborated with suppliers to drive new product engagement. Deployed and reported campaigns using Cheetahmail, Google Analytics, and Salesforce, increasing sales by 2-10% through a yearly Christmas campaign. Maintained and developed supplier accounts for optimal web exposure, led a conference kit redesign enhancing lead generation by 10%, and managed the UX design and launch of the n3 Trade Card App. Oversaw content alignment for web and app, boosting supplier engagement, and developed 'How to Guides' to elevate supplier marketing effectiveness.
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