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Work Background
The Ad LabManaging Director
Oct. 2022Sydney, New South Wales, AustraliaCommercial strategy services. Client List & Projects:
- oOh! Media
- The Guardian
OovvuuChief Operating Officer
Oct. 2021 - Sep. 2022Sydney, New South Wales, AustraliaThe Chief Operating Officers purpose is to continually review and refine the business. Launch Oovvuus of commercial offering to market, including the creation of a global video private marketplace. Start Up, Pre revenue I Team size: 2 I Member of ELT - Conduct strategic review across markets within the video advertising segment.
- Create advertising products and go to market strategy.
- Build supporting ad tech stack with appropriate partners and foster strong collaboration and supportive partnerships.
- Create people plan for ad ops functions, including roles and responsibilities, KPIS and JDs sourcing and onboarding team.
- Source, secure and onboard talent.
- Build out sales materials and co-present offerings to key markets and agency groups.
- Foster business development and strategic partnership opportunities to support growth of supply and demand.
The Ad LabManaging Director
Jul. 2017 - Sep. 2021Sydney, New South Wales, AustraliaCommercial strategy services. Client List & Projects:
- isentia ELT Innovation Workshop Series (3 months)
Collaborate with the Executive Leadership team to identify new growth opportunities in readiness for isentia board meeting and new financial year business plan. - Fetch Advertising Commercial Set Up (3 months)
Collaborate with the commercial division to build a strategy and plan to enter the CTV advertising market for the first time including sales vision, pricing, product development, sales proposal documentation and internal operational processes.
- Fairfax + News + Nine Data Co-Op JV (2 years)
Through partnership and collaboration - sharing data to create a high reach, high precision - high performance advertising product designed to pull market share away from Facebook and Google.
- Nine Digital The Future of Connected TV - CTV vs TV (1 month)
Conduct independent market analysis and form a view on timeline towards expected convergence of CTV and TV advertising channels for the sales leadership team to inform a transition plan.
- Seven West Media Future of Trading (2 years)
Collaborate with the commercial division to build a strategy and plan to address media consolidation and futureproof products and services to delight customers and drive new revenues.
Yahoo7Strategy and Corporate Development Director
Jul. 2014 - Mar. 2017Sydney, AustraliaThe Corporate Strategy and Development Directors purpose is to create, drive and deliver the Yahoo7mission, strategy and vision, and optimise cross functional operations across the organisation.
Revenue portfolio: $100m pa I Team size: 3 I Member of ELT Functional responsibility: Strategy, Corporate Development, Business Intelligence, Revenue Budgeting, Modelling & Forecasting, Pricing and Reporting
● Rapidly transitioned Yahoo7 revenue portfolio into high growth products
● Launched Yahoo global products tumblr + gemini ● Transformed annual strategy planning cycle, creating a collaborative, innovative and engaging planning cycle to drive company initiatives forward annually ● Created 360 alignment to business KPIs and operational focus from the CEO down, across execs and down to individual BUs
● Re-imagined and streamlined Board communications and reporting
The Ad LabManaging Director
Nov. 2012 - Jul. 2014Sydney, New South Wales, AustraliaCommercial strategy services. Client List & Projects:
- NewsCorp Direct Response Advertising Review Evaluate current advertising strategy for News Direct Performance Network, form a view and recommendations for the sales leadership team on how to better integrate the offering into the core sales team. - Ooh! Media Digital Sponsorship Creation
Build out sales sponsorship offering for newly created digital offerings including pricing, go to market, sales proposal and internal operational processes.
Fairfax DigitalDigital Advertising Strategy Director
Dec. 2007 - Nov. 2012Sydney, AustraliaThe Digital Advertising Strategy group develops and drives the commercial and operational strategic priorities of the business within the Commercial division at Fairfax Digital
Revenue portfolio: $100m pa I Team size: 30 I Member of SLT & CLT Functional responsibility: Commercial Strategy, Client Solutions, Ad Product Strategy, Pre sales, Ad Operations, Network Partner Management ● Delivered strategic programs which secured FFX to # 1 market share position
● Finalist for B&T Media Sales Team of the Year 2010 & 2011
● Pivoted the business portfolio away from declining streams (Display) and into growth position through innovation capabilities within emergent streams (Video, Data and Client Integration)
● Introduced a secondary brand and sales channel to market – DRX (Performance), securing leading global ad partner Value Click exclusively in APAC region as a key strategic partner. DRX secured the #1
marketshare position, doubling its marketshare within 6 months ● Secured an exclusive market first with Axciom as a key strategic partner to deploy the 1st DMPcreating incremental data revenues ● Directed multiple tech and sales management platform migrations/implementations including
Google DFP, Atlas and Solbright resulting in optimised advertising performance via new
technologies and workflow
Fairfax DigitalChannel Manager
Dec. 2006 - Dec. 2007Sydney, New South Wales, AustraliaManagement of partner websites in the Fairfax Digital advertising network
● Secured $1m incremental revenues via winning a new partnership with Total Travel
Sensis MediaSmartSenior Advertising Product Manager
Aug. 2004 - Oct. 2006Sydney, AustraliaSet the strategic and operational direction of the Mediasmart advertising network
Revenue portfolio: $30m pa I Team size: 5 I Member of SLT & CLT Functional responsibility: Partner relations, Business Development, Trade/research/pre sales, Ad product
● Launched and managed Telstra Bigpond suite of products including major sporting sponsorship programs for AFL, NRL + v8 Supercars
Sensis MediaSmartAdvertising Product Manager
Aug. 2003 - Aug. 2004Sydney, New South Wales, AustraliaManagement of partner websites in the MediaSmart Advertising Network
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