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Work Background
Marlee (Fingerprint For Success)Head of Performance
Aug. 2023Sydney, New South Wales, AustraliaAs a key member of an early-stage startup reporting directly to the founder, I lead the growth and analytics teams, driving performance and strategic direction. My role encompasses designing and introducing scalable frameworks and strategies to ensure consistent growth and data-driven decision-making across the organisation. While still hands-on with tools, my leadership style emphasises empowerment and transparency, enabling team members to take ownership of their work and contribute to Marlee’s success. - Designed and implemented a robust data tracking framework that scales with business growth. By going through our CDP (Segment) into the relevant platforms, this framework ensures consistency in data collection and reporting, informing strategic decisions, shareholder updates, and operational transparency. We empowered team members to access and utilise data independently, fostering a data-driven culture. - Strategically adopted a product-led growth approach, building and scaling sustainable solutions across all customer lifecycle stages. This approach optimises self-serve channels and led to a remarkable 33% increase in user growth within the first 12 months. - Delivered a single view of the customer platform, helping to understand engagement and predict the likelihood of upgrades. This unified view enabled more personalisation and an increase in free-to-paid conversion rates. - Successfully migrated from a legacy email marketing tool to a new marketing automation tool. This migration enhanced personalisation based on user activities, increasing engagement and retention and improving user experience.
nib GroupGeneral Manager Customer & Digital
Aug. 2022 - May. 2023Sydney, New South Wales, AustraliaAs the leader of a newly created business unit (sitting within the senior leadership team of nib Travel), I took ownership of the end-to-end experience, catering to both agents (B2B) and travellers (B2C). From platform entry to product sales, servicing and claims, I ensured a seamless experience throughout the traveller lifecycle; focusing on improving business performance and enhancing traveller and agent satisfaction. Responsibilities included: the performance of all digital platforms, developing a digital roadmap to drive enhancements, analysing customer behaviour data to gain insights and implementing strategies to increase conversion and engagement rates. - Delivered a single view of the customer platform across all nib Travel brands enabling a more personalised customer service and reducing the cost to serve. - Delivered a customer data strategy, implementing a customer data platform (Tealium) and Salesforce Marketing Cloud to enable personalisation experiences and an increase in repeat purchase rate by ~12%. - Mapped the end-to-end customer journey to understand both travellers' and employees' positive and negative experiences. By using this journey map, we were able to holistically understand the journey and focus on the key moments that matter, running user testing before adding to the roadmap for long-term implementation. - Set-up a new framework for proposed activities to help the teams measure the impact to travellers and the business. This gave greater visibility and ownership across all teams, helping them feel more empowered. - Implemented a roadmap of qualitative and quantitative research to support all areas of the business strategy and provide thought leadership internally and externally. - Consolidated the number of MarTech platforms to deliver a more secure and controlled user data flow and reduce annual software costs with savings of over $500k.
nib GroupGeneral Manager Brands & Marketing - nib Travel
Mar. 2020 - Aug. 2022Sydney, AustraliaThis role was sitting within the senior leadership team of nib Travel. I was responsible for driving direct brand growth by developing and implementing marketing strategies for both B2B and B2C channels with an eight-figure marketing budget. I led a cross-functional team of 34 people in Australia, the USA and Ireland. Additionally, I was responsible for forecasting and delivering direct sales across multiple travel brands owned by nib, such as World Nomads, nib Travel Insurance, SureSave, and Travel Insurance Direct: ensuring their success in over 100 countries worldwide. - Led a team through COVID-19, resizing to align with the business needs. Low natural attrition during this period and increased team engagement score, achieved through a new vision and purpose I developed and rolled out throughout the entire nib Travel business. - Implemented an attribution model for all marketing activities to ensure all channels are tracked arcuately to give a true view of ROI. By doing this, we reduced CPA by an average of ~20% (-$5). - Diversified marketing channel mix by reducing reliance on paid advertising by ~7% and increasing organic growth to long term stability. - The direct brands returned to pre-COVID-19 GWP ($130+ million) within 8 months of opening borders with reduced team size. This was achieved by pivoting marketing activities across different channels and addressing the traveller's needs. - Consolidated the travel agency brand, SureSave into nib Travel Insurance with minimal attrition to travel agents. This was achieved by early engagement across the agency network, marketing campaigns and an education series.
nib GroupHead of UX & Performance (Growth) - World Nomads
Aug. 2016 - Mar. 2020Sydney, AustraliaI was responsible for overseeing the global performance of the World Nomads website, ensuring optimal functioning and user experience. I managed the end-to-end customer experience throughout all stages of the customer lifecycle, aiming for micro conversions leading to a deeper brand relationship. Additionally, I owned the customer-facing data strategy for World Nomads, leveraging user testing methodologies such as A/B testing, multivariate testing (MVT), qualitative and quantitative user research to gather valuable insights and drive continuous improvements.
- Part of the leadership team who delivered double digit growth year on year to the World Nomads brand to over $100m in sales per year. - Developed a customer-facing data strategy to measure travellers' behaviour pre-purchase. This enabled marketers and content creators to optimise their campaigns through onsite engagement and advertising spending to maximise the results and grow the business. I also supported the team by providing dashboards to give greater visibility. - Through A/B & MVT testing, I increased the purchase path conversion rate from 17% to 24%. - Fostered a test and learn culture in the organisation’s approach to marketing activities, embedding innovative, evidence based thinking. - Supported the World Nomads brand team to become a data-led brand by educating and empowering them to analyse and interpret the data, which increased website traffic to over 750k users per month.
Spacer TechnologiesDirector of User Experience and User Interface
Jul. 2015 - Oct. 2016Sydney, AustraliaSpacer was a start-up where I was employee number one, reporting to the founders. I successfully brought the concept of a peer-to-peer space-sharing platform to life and a successful launch. I was responsible for building the brand and applying it across various platforms and marketing assets. Additionally, I was responsible for delivering an end-to-end experience for both renters and hosts, prioritising customer satisfaction and driving high conversion rates.
nib GroupHead of Digital Performance (Growth/CRO) - World Nomads
May. 2015 - Aug. 2016Sydney, AustraliaReporting to the founder of World Nomads Group; I managed the global performance of various direct travel brands' websites and apps, such as World Nomads, Travel Insurance Direct, and Cheap Travel Insurance. I conducted user testing, including A/B and multivariate testing (MVT), to improve user experiences. Additionally, I supported other marketers by helping them monitor and measure their campaigns, ensuring optimal results and maximizing their effectiveness.
nib GroupSenior UX Designer (Agile: IA / UX / CX) - World Nomads Group
Oct. 2013 - May. 2015Sydney, AustraliaAs a small design team member, my primary responsibility was to handle the visual and user experiences across all platforms and digital elements of the World Nomads Group’s brands. Additionally, I contributed to creating marketing campaigns, ensuring a cohesive and impactful approach to engage and attract our target audience.
StudioJWDInteractive Designer (UX, FE) - bwin.party
Nov. 2012 - Aug. 2013London, United KingdomRedesign of their core product partypoker.com which included the website (responsive) and also the software client which the user downloads to play poker. I was working as part of the team that is responsible for creating the concepts, layouts and user interfaces for all bwin.party websites (Party Casino, Zynga, ACF Poker, WPT Poker, plus more). All these sites were built using Adobe CQ5.
StudioJWDDigital Designer - AccessPay
Nov. 2012 - Nov. 2012London, United KingdomWebsite design from concept and liaising with their development team based in India.
StudioJWDDigital Designer - Cherry Advertising
Oct. 2012 - Nov. 2012LondonWebsite design for a pharmaceutical client, plus several responsive email designs.
StudioJWDPrint Designer - Brand and Deliver
Oct. 2012 - Oct. 2012London, United KingdomPromotional design for both Samsung and Vodafone.
StudioJWDDigital Designer - Tangible
Sep. 2012 - Sep. 2012London, United KingdomFlash banner design and development, also responsive email design and development.
StudioJWDUX Designer & Front-end Developer - John Lewis
Jun. 2012 - Aug. 2012London, United KingdomDigital design and front-end development for johnlewis.com new website.
StudioJWDUX Designer - Vivid Lime
Jun. 2012 - Jun. 2012London, United KingdomBanner designer for various ad networks and editorial layouts.
StudioJWDGraphic Designer - Fetch Media
May. 2012 - May. 2012London, United KingdomInfo-graphic design to show their range of services to new clients and excising clients.
StudioJWDDigital Designer - Fox Patrick Singapour
Apr. 2012 - Apr. 2012London, United KingdomFront-end development of several websites plus banner design and build.
StudioJWDDigital Designer - Liquid Studio
Apr. 2012 - Apr. 2012London, United KingdomDigital design for an online store, and several micro sites for the wine industry.
StudioJWDDigital Designer - Ocado
Nov. 2011 - Apr. 2012Hatfield, United KingdomDuring my time at Ocado (online supermarket), my core role has been to help develop a new area of their website which enables external suppliers to have microsites within the Ocado website. This has included, website design, HTML/CSS, responsive design, also liaising direct with their clients. I have also re-designed the internal magazine (Juice) which is a 32 page full colour and given to all employees. Additionally, I have designed and built a take over page for LoveFilm which involved, design and an element of Adobe Flash work.
StudioJWDCreative Director
Jan. 2011 - Oct. 2013London, United KingdomSuccessfully established a profitable creative studio while building client relationships, creating lean systems, and delivering brand identity and strategies to clients including bwin.party, AccessPay, Tangible, Cherry Advertising, Brand and Deliver, John Lewis, Fetch Media, Vivid Lime, Liquid Studio, Ocado, and Fox Patrick Singapore.
Click Tonight LtdSenior Designer
Jul. 2009 - Jan. 2011London, England, United KingdomAt ClickTonight.com I was responsible for leading the creative direction of the brand across web and mobile platforms, along with developing new site features - which involved both design and front-end development.
Internet Media Marketing LimitedSenior Designer
Mar. 2008 - Apr. 2009Tarifa, Andalusia, SpainDuring my time at IMM I was primarily employed to work at Tailcast, a social network for artists, writers and musicians. I developed the brand and website to be both functional and visually pleasing. Additionally, I developed an online Print-On-Demand shop where consumers can purchase creative products. I had to use my creative, networking and negotiating skills to team up with printers across the world, so we could deliver the products to the consumer.
BRANDlabDesigner
Jan. 2006 - Dec. 2008Falmouth, England, United KingdomAt BRANDlab I worked as a graphic designer developing brands, printed materials and websites. This position was within a small design team, which enabled me to to work on all stages of the design process with both local and international clients.
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