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Work Background
Meyer Cookware AustraliaeCommerce Manager
Mar. 2021 - Jan. 2022Melbourne, Victoria, AustraliaAs eCommerce Manager across household brands like Essteele, Anolon, and Circulon, I drove digital growth through platform optimisation, customer lifecycle strategies, and campaign-led performance. In a volatile post-COVID retail environment, I rebuilt key automations, refined our customer experience, and implemented agile testing to unlock incremental revenue and improve retention. Highlights:
– Lifted revenue per recipient through Klaviyo flow rebuilds
– Improved campaign performance via audience resegmentation
– Implemented data-led product strategy across multiple stores
– Led cross-functional collaboration across marketing, ops & brand
Eastwick ConsultingEcommerce Consultant | APAC Specialist
Oct. 2019AustraliaI help ecommerce brands and agencies untangle complexity and grow with intention. Through tailored, strategic support, I bring structure to CRM, retention, and ecommerce operations, translating data into action and systems into results. I specialise in Klaviyo and Shopify ecosystems, with deep experience optimising lifecycle automation, conversion strategy, and customer journeys. Whether it’s a full ecosystem audit or hands-on campaign execution, I deliver impact without the overhead. Focus areas:
– CRM & lifecycle strategy (Klaviyo expert)
– Retention & conversion optimisation
– Shopify & Shopify Plus performance
– Ecosystem mapping & tech integration
– 1PD strategy & segmentation
InnovaDerma Pty LtdeCommerce Manager | Global Shopify Operations
Sep. 2018 - Jun. 2019Melbourne, AustraliaManaged global operations across 10 Shopify stores for six lifestyle brands in the UK, US, and Australia. I owned platform performance and site optimisation across three regions, building scalable systems that improved conversion and user experience. I also led new product launches, platform development, and campaign rollouts, creating a more seamless, centralised digital infrastructure. Focus areas:
– Global Shopify Plus store management
– CRO & UX enhancements
– Email & lifecycle optimisation (Dotdigital + Klaviyo)
– Cross-region operations & reporting
The Working PartyDigital Strategist
Apr. 2018 - Jul. 2018Melbourne, AustraliaWorked with clients across Shopify Plus to shape onboarding strategy, support retention, and drive new business opportunities. Focused on smart systems and long-term relationships.
Balance InternetAccount Manager | Magento Ecommerce Solutions
Mar. 2017 - Apr. 2018Fitzroy, Victoria, AustraliaPartnered with retail brands to scope and deliver Magento ecommerce solutions. Managed proposals, strategy, and client growth plans, collaborating closely with cross-functional teams.
Just GroupSenior eCommerce & Content Manager
May. 2014 - Mar. 2017Melbourne, AustraliaLed digital operations for Dotti and Portmans, managing ecommerce performance across WebSphere platforms. This was my first major leadership role in ecommerce—where I learned to blend brand storytelling with data-led optimisation. I owned trading calendars, online merchandising, campaign execution, and UX improvements—backed by analytics and aligned to business KPIs. I worked cross-functionally across buying, planning, marketing, and tech to deliver results. Key wins:
– Improved site conversion through UX and content refinements
– Built performance reporting models using BI tools
– Collaborated with buying teams to align stock and promo timing
– Grew digital revenue share by enhancing customer experience
roi.com.auAccount Manager | SEO & Digital Marketing Specialist
Feb. 2014 - May. 2014Melbourne, AustraliaDeveloped and delivered SEO strategies to improve visibility and rankings for SME clients. Focused on performance insights, client management, and execution.
adHub LimitedAccount Manager | Digital Advertising & Client Solutions
Sep. 2012 - Sep. 2013Auckland, New ZealandMy foundation in digital began with media and advertising roles across NZ and Australia before evolving into ecommerce strategy and platform leadership. In my first truly digital role, I managed local and agency client portfolios, delivering tailored digital ad solutions and growing monthly spend. Strengthened relationships and drove ad product adoption.
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