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Work Background
AIFluenceIndependent Consultant/Owner
Sep. 2025SpainAiFLUENCE is my way of doing business the right way, where data, creativity, and strategy combine to deliver results that matter.
https://aifluence.biz
AdeptXDirector of Customer Experience
Oct. 2024Dubai, United Arab EmiratesAdeptX is a Salesforce and Martech partner in the GCC, specializing in delivering cutting-edge solutions that enhance customer engagement and drive business growth. As the Director of Customer Experience at AdeptX, I lead clients' efforts to optimize every touchpoint across the customer journey, ensuring seamless integration of Salesforce and Martech tools to create exceptional, personalized experiences. My role involves developing and executing customer-centric strategies that align with business objectives, fostering long-term relationships, and driving continuous improvements in satisfaction and loyalty.
Merkle AustraliaSalesforce MC Technical Director
Jan. 2023 - Sep. 2024Australia• Directed the technical delivery of Salesforce Marketing Cloud implementations, enabling personalized customer engagement and digital transformation strategies. • Led and delivered end-to-end CX transformation projects, integrating data analytics and omnichannel digital marketing solutions. • Delivered measurable ROI improvements for clients in Financial Services, Technology, and Consumer Goods.
Merkle AustraliaManaging Principal Consultant
Apr. 2021 - Jan. 2023Sydney, New South Wales, AustraliaAWARE Services (A Merkle Company) are an Australian consultancy with a deep specialisation in Salesforce, Data, Analytics and Customer Experiences that bring an honest approach to providing our clients reliable, future-focused solutions and experiences for their customers and employees.
n3 HubCX & CDP Strategy Lead
May. 2020 - Apr. 2021Sydney, New South Wales, Australian3 Hub are a CDP provider working within the Financial Services Sector across ANZ. • Developed customer-centric strategies for high-profile clients, leveraging CDP capabilities. • Improved client retention by identifying real-time customer engagement opportunities through data insights.
Volt BankSenior Digital Marketing Manager
May. 2018 - Jul. 2019Sydney, AustraliaVolt | Start-up FinTech that received Australia’s first full banking licence since the early 2000s. ACHIEVEMENTS: • Implementation of SF DMP (Audience Studio) in less than 2 months - Installed all tracking tags across online properties; built out custom audience segments • Set up & delivered Salesforce Marketing Cloud (full MarTech stack comprised of Email Studio, Mobile Studio, Advertising Studio, Social Studio, Journey Builder, Web Studio, Audience Builder) in collaboration with PwC • Built customer journeys/email automation (Salesforce Email Studio) • Implemented all social media properties and their equivalent advertising channels • Achieved a 22% conversion rate for search campaigns • Optimised the performance of social and search campaigns • Managed & implemented OneTrust’s Cookie Consent Banner
CF Lifestyle — eCommerce For Crossfitters And AthletesHead of e-Commerce
Jul. 2015 - Nov. 2016CF Lifestyle, an eCommerce start-up selling athletic apparel, gear and supplements. • Built a multi-language eCommerce site (Shopify) and set up and managed the SEO, SEM, Paid Social, eDMs and online/offline partnerships • Responsible for site and data analytics and testing to drive growth for eCommerce KPIs. Applied A/B testing to drive 20% improvement in site conversion. Improved user engagement through detailed analytics and user experience testing • Delivered customer experiences whilst driving acquisition, retention, ROI and international market growth. • Managed inventory, sale and customer service on Amazon Marketplaces EU • Managed a team of four and was the primary contact to external stakeholders, fulfillment and customer service teams • Sourced new products and managed the design and sale process of CF Lifestyle’s clothing line ACHIEVEMENTS: • Increased customer base by 500% in less than 1 year • Increased monthly sales by 68% M-o-M
SoLa Media Digital ServicesFounder & Head of Digital Marketing
Nov. 2013 - Apr. 2021New York, New York, United StatesFounded SoLa Media in 2013, a sole proprietary Digital Marketing Consultancy; provided strategic input, guidance and support to companies’ overall digital and data strategy: • Created, managed and executed digital marketing and eCommerce strategies, email automation and customer journeys, online advertising, social media and audience segmentation strategies for businesses • Developed and managed websites including design, eCommerce functionalities and performance reporting PROJECTS: • Managed email automation/journeys including creative and content, the digital roadmap, online advertising (SEM & Search - creative, buying, optimisation), reporting and analytics for Super-Rewards - Australia’s first online shopping platform that pays customers cash rewards into their superannuation • Built a plethora of WordPress sites, managed design and implementation • Managed strategic email redesign to improve brand messaging, renewed membership of existing rewards members, and improved conversion; managed eCommerce technology partners; integrated several third-party platforms: Google Shopping, mobile advertising, data analytics, video, and project managed the optimization of back-end functionalities (Magento), user interface and front-end functionalities; spearheaded plan for redesign website including improved checkout logic • Devised and implemented Adwords campaigns, email marketing redesigns and project managed the optimization of back-end functionalities (Magento), user interface and front-end functionalities for a baby retailer
Velvet Palate - eCommerce For Wine AficionadosDirector, Digital Marketing
Feb. 2012 - Nov. 2013New YorkPrivately-funded eCommerce start-up offering artisanal wines at flash-sale prices. • Managed the Magento Enterprise platform; UX, UI, content, lead acquisition, conversion and retention • Delivered exceptional customer experiences whilst driving acquisition, retention, ROI and market share growth. • Supervised a multi-disciplinary team of seven. Created, designed and managed online marketing properties across all media platforms including email, social, online display and search • Responsible for IT strategy and implementation to enhance existing web properties and sales performance and user experience • Created a customized look and feel across all marketing channels, wrote weekly wine offerings and devised online display campaigns (across Search and Social) ACHIEVEMENTS: • Conceived of and developed cross-promotion partnerships with UrbanDaddy, Martha-Stewart.com, Microsoft Prime and RueLaLa generating a 30% increase in sales • Forged membership partnerships with Google Inc. and United Airlines as an employee incentive program • Introduced and sold our artisan wines to Whole Foods Market (now an Amazon Company) across multiple States PRESS: Featured in two New York Times articles and interviewed on Fox News: Small Business, Big Ideas. Articles/TV • Simple Tools Help Owners Sift Data for Eager Customers (NY Times, Dec 2012) http://nyti.ms/1KoCC5B • How Are You Using Data Analysis to Improve Sales? (NY Times, Dec 2012) http://nyti.ms/1D627pK • Small Businesses, Big Ideas (Fox News, Dec 2012) http://bit.ly/2flSGvb
Komli MediaSenior Digital Producer
Mar. 2010 - May. 2012Sydney, AustraliaAsia-Pacific media company offering technology solutions for marketers, agencies and publishers. • Appointed by and reporting to the CEO. Served as a member of the Global Marketing Team to rebrand Komli Media Worldwide. • Responsible for the local look and feel of the Australia and New Zealand website and corporate marketing materials to ensure customer optimization and a unified brand message.
Amstelnet LLCDigital Project Manager
Mar. 2009 - Sep. 2009New York | Returned to Australia to complete Masters DegreeGlobal digital marketing agency specializing in online subscription sales for publishers including The Economist, The Financial Times, and The Wall Street Journal. • Lead member for client acquisition responsible for proposal writing, subscription strategy and pilot implementation (A/B split); managed up-sell, cross-sell and intercept pop-ups for client marketing campaigns ACHIEVEMENTS: • Signed new publishers including Gannett, New York Times, New York Magazine, Globe and Mail and Toronto Sun, increasing client portfolio by 75%
Fradkin & McAlpin ArchitectsSenior Marketing Manager
Sep. 2007 - Jan. 2009New YorkArchitectural firm for institutional, commercial and residential clients. ACHIEVEMENTS: • Devised new website development and redesigned marketing material, set up and implemented email marketing activities • Broadened the firm’s market to include school renovation projects
CIDCSenior Online Affiliate Marketing Manager
Jan. 2007 - Aug. 2007Cambridge, MACambridge Interactive Development Corp (CIDC) - Developer and marketer of software for online multi-player gaming sites using Salesforce CRM. Managed affiliates’ program, email marketing, sweepstakes, blogs, affiliates’ performance, and new affiliate acquisitions in the gaming industry
ID-NL Group Inc.Senior Project Manager (COO) - International Product/Technology Licensing
Apr. 2000 - Dec. 2006New YorkInternational Product/Technology Licensing Firm. Recruited back to ID-NL to set up New York subsidiary and infrastructure. • Devised and implemented strategies to introduce new products on the market • Orchestrated a network of agents to sell and distribute the product. ACHIEVEMENTS: • Commercialized a swaddling bag, interactive road traffic sign, flexible photo frame, toddler non-spill cup
UnileverAssistant Project Manager
Feb. 1998 - Apr. 1999Rotterdam Area, NetherlandsLeading multinational FMCG Company; brought on board to orchestrate interdisciplinary teams for 52 projects in collaboration with two project leaders. • Played key role in delivering 25% increase in revenue – project’s objective for one of Unilever’s divisions (one-year company-wide project “Fuel for Growth”). • Transformed service center into profit center for “Unilever Raw Materials” division.
ID-NLIntern
Apr. 1997 - Dec. 1997Rotterdam Area, NetherlandsGlobal technology firm that helps companies distribute and license their intellectual property rights Internship as part of BA obligation
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