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Work Background
RockwearHead of Ecommerce
Oct. 2024Sydney, New South Wales, Australia
Bras N ThingsHead of Online
Jan. 2023 - Mar. 2024Sydney, AustraliaPart of the senior leadership team and focused on driving online and omnichannel sales growth, as Head of Online, the role was responsible for overseeing the end-to-end eCommerce, digital marketing, CRM, customer loyalty, omni-services, and customer engagement functions. Leading a team of specialists and partnered agencies, strategic ownership included trade forecasting and budgeting, P&L management, inventory management and logistics, onsite merchandising, onsite user experience, marketplace trade, OMNI CRM and loyalty, SEO, PPC, email marketing, affiliates, and digital content. Achievements:
- Power Retail Awards: 4-time finalist Best Mobile Experience (winner 2021) and Best Fashion/Accessories Brand 2021โ2024.
- Launched tiered loyalty program: +23% new members, +31% customer frequency in first 12 months.
- Launched new customer omni-services: +35% YoY online revenue, doubled onsite CVR.
- Analysed customer navigation data: redesigned website navigation for +10% sub-category page views, +$2 page value.
- Implemented onsite video content: 15M monthly average views.
- Migrated ESP: +18% average monthly revenue through improved customer segmentation.
- Enhanced digital marketing strategy: +40% blended average monthly revenue results.
- Positioned Bras N Things as Beta brand: First-to-market with emerging publisher technologies.
Bras N ThingsDigital Marketing and Ecommerce Manager
Jan. 2019 - Dec. 2022Sydney, Australia
Shona JoySenior Digital Marketing Manager
Sep. 2018 - Dec. 2018Sydney, AustraliaIn a short-term capacity, I led the development and implementation of digital strategies aimed at achieving business financial targets and objectives. Key focus areas included CRM, SEO/SEM, PPC, Affiliates, email, and influencer marketing, alongside efforts to refine customer purchase lifecycle and onsite experience.
General Pants Co.Head of Social Media and Content
May. 2016 - Aug. 2018Sydney, AustraliaAs Head of Social and Content, I led the development and execution of performance marketing strategies for General Pants Co (GPCo), Ksubi, and eight vertical brands. Leveraging analytical research and consumer data, I focused on driving customer acquisition, omni-channel conversion, and market share growth. Achievements:
- Rebuilt GPG social and content strategy to achieve +35% YOY increase in incremental revenue.
- Built and implemented GPCo paid strategy, delivering more than $2.1M in assisted revenue in FY18.
- Implemented growth hacking technology, resulting in a 10% WOW increase in subscriber growth.
- Strategised General Pants Co blog and amplification activity to increase traffic by 78% YOY.
TelstraSocial Media Campaign Manager
Apr. 2015 - May. 2016Melbourne Area, AustraliaLead campaign project manager for Telstraโs key social media brand platforms. Large focus on delivering highly customised social and content strategies to drive key business priorities to achieve greater ROI, brand awareness and NPS.
TelstraSocial Media Community Manager
Oct. 2014 - Apr. 2015
TicketekNational Social Media Marketing Executive
Sep. 2011 - Jun. 2014Melbourne, AustraliaLeading, developing and implementing the Ticketek brand social media marketing and content strategies across digital assets including web, mobile, email and social. Involved collaboration with external stakeholders to develop marketing campaigns and commercialise content.
TicketekSocial Media Coordinator
Jul. 2010 - Aug. 2011Sydney, Australia
Seven Network LimitedPersonal Assistant
Jul. 2009 - Jun. 2010Sydney, Australia
LINK RecruitmentAdministration Assistant
Jul. 2008 - Jul. 2009Sydney, Australia
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