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Work Background
Vivaci Industries Pty LtdHead of Marketing
Jun. 2022Adelaide, South Australia, AustraliaLeading a team of 5 to deliver acquisition and retention marketing activities across a portfolio of Vivaci Industries services including Chiropractic Life, a national health and wellbeing business with presence in over 40+ locations.
MyBudgetSenior Manager - Digital Marketing
Sep. 2020 - Jun. 2022Adelaide, South Australia, AustraliaReporting to the Chief Marketing Officer, I am responsible for leading digital transformation and martech initiatives as well as enhancing and optimising digital marketing.
WW (formerly Weight Watchers)Head of Digital & eCommerce | Senior Manager Marketing
Nov. 2016 - Mar. 2020Sydney, AustraliaReporting to the Director of Marketing & Commercial and responsible for managing a team of six multi-disciplinary professionals, tasked with Digital operations, product management and marketing channel management across Website, App, CRM, social and search channels. Key Achievements:
• Inspired and motivated a high-performing team to exceed staff engagement metrics in a highly competitive market
• Created and delivered eCommerce marketing, pricing and merchandising strategies to increase product revenue; +23% overall and +44% in food category sales
• Ideated and developed a new product innovation for WW based on data-led customer insights that delivered a +5% conversion lift and $2m+ annual revenue growth
CitiSenior Manager - Digital Channels (Cards & Consumer Lending)
Mar. 2016 - Nov. 2016SydneyReporting to the Head of Digital Sales – Cards and Consumer Lending and responsible for managing a team of four marketing professionals to drive acquisition of new-to-bank accounts through owned and paid digital media channels. Key Achievements:
• Developed gap initiatives and roadmap for Digital channels to achieve FY targets • Designed and implemented the Digital channels forecasting model for Consumer Lending; <5% variance to forecast
• Operational streamlining and expense reductions through ‘Mobile First’ template designs & execution of dynamic display • Launched Digital Sales ‘agile’ project; Platinum FitBit campaign with a Citi first pilot of social outreach
CitiSenior Marketing Manager (Cards) - Digital & ATL
Jun. 2014 - Mar. 2016Reporting to the Head of Acquisition Marketing, I was responsible for managing a team of five marketers to drive Card acquisition through paid media management and website optimisation, including AB Testing, Search (Paid & Organic), Programmatic, Affiliates, Social, DRTV & ATL. Key Achievements:
• Negotiated a 57% annual increase in Marketing investment by scenario modelling media attribution to deliver strong ROI growth and 95% of the Annual Operating Plan target
• Devised and executed campaign and channel marketing strategies that delivered +30% annual product sales growth and increased market share by 5%
• Achieved NPS of 11.9% (up on 7.2% plan) through ongoing website content management and Test and Target initiatives to improve user experience on site
ShowbizHead of Digital, Brand & Comms
Jan. 2012 - Apr. 2014Sydney, AustraliaReporting to the CEO, I managed a multi-disciplinary team of professionals across product and marketing to improve customer experience and drive sales and subscriber growth for Showbiz AU, Asia and NZ sites. Key Achievements:
• Developed mobile optimised sites for AU, NZ and Singapore
• Increased total organic search traffic by 75% through site optimisations
• Designed and implemented social media strategies to increase advocacy – resulting in +95% increase in shares
• Procured, negotiated contracts and migrated to Salesforce with API data integration, eCRM strategies and data base segmentation
ShowbizDigital Marketing Manager
Aug. 2011 - Jan. 2012Sydney, AustraliaReporting to the CEO, I am responsible for brand, acquisition, and performance media management
OptusOnline Marketing
Nov. 2009 - Jul. 2011Reporting to the Senior Sales & Marketing Manager Digital, I was responsible for management of Paid Digital Media to drive sales for the newly formed start-up, Optus Digital Media group. Key Achievements:
• Delivered 32% uplift in prepaid product sales through integrated ATL & BTL campaigns
• Developed XML schema for affiliates and creative templates for programmatic, to streamline processes and enable agile delivery
• Integration and education of performance media with wider Marketing groups across Optus, such as Social Media, Retail, Telesales, Brand, Awareness and Product Marketing
South Australian Tourism CommissionDigital Producer
Oct. 2008 - Aug. 2009Reporting to the Digital Media Manager, I was responsible for the development of six Tourism websites as well as digital campaign integrations, search (paid and organic) • Relaunched 5 x Events SA sites including tourdownunder.com.au on new CMS platform
• Developed sponsorship campaigns with Virgin, Qantas, Wotif and Holidays4Less
• Developed a proof of concept and managed execution of an iPhone App with API integrations
• Monetised the Tour Down Under site - launching ad serving capability to generate revenue
FoxtelDigital Marketing Executive
Jul. 2007 - Oct. 2008Reporting to the Digital Manager, XYZ Music Channels. Responsible for online campaign management of Channel [V], MAX and CMC • Devised and developed MAX channel brand campaign & digital sponsorship campaigns
• Devised and implemented marketing communications plan for ARIAs on Channel [V]
• Project managed launch of monthly music tracking surveys • Managed online display campaigns for key product launches
YahooOnline Advertising Specialist
Mar. 2007 - Jul. 2007Reporting to the Head of Marketing, I was responsible for all Yahoo!7 site real estate & display advertising to increase awareness of Yahoo!7's products and service.
BBC New Media and DigitalBrand Manager
Jul. 2004 - May. 2006Reporting to the Head of Marketing, New Media, I was responsible for the development and implementation of the product marketing plans and guardianship of the brand for BBCi, the BBC’s interactive television channel, bbc.co.uk, the BBC’s website and emerging platforms.
BBC New Media and DigitalMarketing Executive
Oct. 2001 - Jul. 2004Reporting to the Marketing Manager, I was responsible for the briefing and delivery of marketing campaigns for BBC News, BBC News 24, BBC Parliament, Current Affairs and documentary programmes across BBC ONE and BBC TWO.
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