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Work Background
Chief Strategy Officer (CSO)
OLDFIELDS HOLDINGS LIMITEDChief Strategy Officer (CSO)
Feb. 2024Sydney, New South Wales, AustraliaReporting to the CEO and responsible for strategy formulation and management, including developing the corporate vision and strategy, overseeing strategic planning, and leading strategic initiatives.
Chief Transformation Officer (CTO)
OLDFIELDS HOLDINGS LIMITEDChief Transformation Officer (CTO)
Sep. 2022 - Feb. 2024New South Wales, AustraliaLeading the transformation program for Oldfields Holdings from strategy to implementation across people, processes, operations, digital and brand. As a trusted member of the executive team, a key focus is on exceptional customer and employee experience while looking through a strong financial results oriented lens.
Board Member
Ethical EducationBoard Member
Jan. 2022 - Sep. 2024Sydney, New South Wales, Australia
Head Of Marketing, Australia and NZ
NisbetsHead Of Marketing, Australia and NZ
Jun. 2020 - May. 2022Sydney, New South Wales, AustraliaTrusted member of the ANZ SLT team, pivotal in the recent 3-year strategic business plan and budgeting process and reporting in to the ANZ Managing Director. Instrumental in growing Nisbets’ business and profitability in the ANZ region through deep customer understanding, holistic campaigns, effective stakeholder management, careful budgeting and monitoring/adjusting dynamic campaigns through insight and analysis.
Senior Marketing Manager
Winc AustraliaSenior Marketing Manager
May. 2018 - Oct. 2019Sydney, AustraliaA trusted member of the Marketing Leadership Team, I reported into the CMO. I was a key member of the transformation team while also being marketing lead in digital transformation and alignment projects. • Instrumental in the integration of OfficeMax (acquisition), including strategies to successfully merge and integrate the OfficeMax business, brand and customers into our core organisation in a seamless manner with minimal disruption • Implemented Omni channel marketing strategy, focussed on targeted growth by vertical and customer segment • Executed customer segmentation project to align customer base to vertical strategy, enabling a tailored, specialised approach to brand and category positioning • Successfully led a 10 strong team • Directed and lead the development of both strategic and transactional marketing collateral, across both direct and digital platforms • Successfully achieved cross functional sales and margins targets across verticals while enjoying YOY performance across key customer & business metrics (AOV, AOF and NPS)
Marketing Manager, Asia Pacific
James Hardie AustraliaMarketing Manager, Asia Pacific
Jun. 2017 - May. 2018Sydney, New South Wales, AustraliaAPAC Marketing and Strategy lead, reporting into the APAC Country Manager where highlights of my time here included: • Led the end-to-end APAC rebrand of the James Hardie parent brand and subsequent roll out • Spearheaded and led the APAC standardisation project in order to align business units • Developed and implemented the APAC CSR program for both external and internal stakeholders • Delivered strategic guidance and counsel to teams across three vastly different markets
Client Partner
DDI AustraliaClient Partner
Sep. 2016 - Jun. 2017Sydney, New South Wales, AustraliaFull budget and account management responsibility for clients including James Hardie and Blackstone 151 Retail Property portfolio. Passionate about building and maintaining relationships, plus end to end campaign development from insights and strategy to execution.
Marketing Manager
Bodytree StudioMarketing Manager
Feb. 2015 - Aug. 2016Abu Dhabi, United Arab EmiratesMandated to deliver growth through new customers and propositions including retail store, café and incremental locations. I had full ownership (end to end) of brand, digital and social strategy and executed the first rebrand since inception of the business including digital channel.
Account Director
Place CommunicationsAccount Director
Feb. 2013 - Jan. 2015Abu Dhabi, United Arab EmiratesInitially coming into the business as an Account Director, I was successful in the implementation of the agency’s research arm leading to an additional revenue stream and ability to offer clients a seamless end to end offer. Account Director day to day role saw client management including strategy and execution of comms plans and other business needs, new business development, brand perception and consumer needs studies
Research & Planning Manager
EdelmanResearch & Planning Manager
Apr. 2010 - Sep. 2010Abu Dhabi, United Arab EmiratesI came onboard in a hybrid contract role where I was responsible for building StrategyOne in the Middle East and building out Edelman's footpint.
Loyalty Manager
Etihad AirwaysLoyalty Manager
Jul. 2008 - Jun. 2009Abu Dhabi, United Arab EmiratesManagement of Etihad Guest, Etihad’s Frequent Flyer program, in its early start-up including liaising and negotiating with new and existing partners across mile negotiation and guest offers while also managing existing partners to ensure Member and Partner satisfaction. Heavy cross-functional dependency meant intense stakeholder management of teams including pricing, e-commerce, campaigns and sponsorship to ensure a seamless customer experience.

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