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Network Power<100 people
Roles
💸66%
Marketing
🗿66%
HR
🧨66%
Consulting
Geos
🇬🇧33%
United Kingdom
🇹🇭33%
Thailand
Work Background
Boost GroupManaging Director, SEA/ANZ
Sep. 2022 - Oct. 2023Jakarta, Indonesia• Managed the South-East Asia and Australia and New Zealand markets for Boost Group Limited, driving sales and delivery excellence in a competitive APAC loyalty market.
• Led a regional team to collaborate with Grocery Retailers, improving turnover, basket sizes, and shopper frequency to enhance loyalty outcomes.
• Provided expert regional advice to the CMT and Board of Boost Collectibles AG in Europe, steering the business towards a dominant APAC regional position in Continuity and Collectables.
Boost GroupSales Director, APAC
Oct. 2021 - Sep. 2022Sydney, New South Wales, Australia• Led the development and management of large-scale loyalty programs for leading brands, B2B companies, and retailers.
• Created attractive collectible promotions for top retailers and brands, driving increased spending and visits.
• Designed, produced, and promoted must-have items to appeal to a wide range of shoppers, enhancing the overall shopping experience.
Pharmacy 4 LessGM Marketing
Feb. 2021 - Oct. 2021Sydney, New South Wales, AustraliaRe-writing group Marketing Strategy to incorporate 5 separate and distinct business divisions including Pharmacy 4 Less (Retail), Your Chemist Shop (Retail), Ezymed (B2B), Retail Stock Management (B2B), Independent Investment Arm (D2C).
Aim to aggregate considerable collective media spend and achieve greater return on investment. Retail
Transforming traditional marketing practices and delivering a new focus on Digital and Social Marketing for 115+ Australian Pharmacy store network. Helping our brands create communities and driving brand engagement with meaningful, entertaining and relevant content.
Commercialising digital marketing aspects with traceability and KPIs to suppliers to gain additional marketing co-op support and improve group marketing funds.
Combining National TV Campaigns, tabloid catalogues, in-store digital signage, targeted loyalty EDM and social media to produce roadblock campaigns.
Member of Executive Committee involved in selecting ERP tech stack with particular focus on E-Commerce, CRM and Loyalty components in tech stack.
Leading the planning and fine tuning of customer journeys for new CRM process. B2B
Developing cut through campaigns for sales pipeline.
Driving new customer acquisition
Targeting large Aged Care Facilities requiring pre-packaged medicines and leading real time management reporting.
Developing new advertising palette to breakthrough sterile/medical environment of trade publications. D2C
Worked with Board to develop D2C offer for investment fund and how to promote ethical investment opportunities.
Brand X AsiaDirector of Sales and Client Services
Oct. 2016Australia & Indonesia• Established a professional services consultancy to assist APAC clients on new market entry and sales strategy for the region.
Sales Strategy/Funnel Development
• Led market validation research for Asia's newest sea cable business, securing Letters of Interest from potential customers to drive project investment. Sought direct support from Hyperscalers including AWS, Meta, Microsoft and Google/Alphabet. Second tier heavy Cloud IT users also contacted include SAP, Oracle, IBM, Lazada, Huawei Cloud, ESR & Iron Mountain.
Export Market Development/Strategic Partnerships
• Developed sales strategies for Agritech startup, Go Fresh Farms, expanding export markets in UAE, Singapore, and Hong Kong.
• Negotiated export partnerships with major hospitality groups and food distributors to boost sales and brand recognition for Agritech client.
BrandLoyaltyCountry Manager/Business Director
Oct. 2016 - Oct. 2019Greater Jakarta Area, IndonesiaI joined Brand Loyalty in a long term contract role as Country Manager/ Business Director. I was hired to stabilise the team and grow the business. We secured two new clients and signed back to back promotions for Alfamart, Ranch and Farmers Market. My responsibilities included C-Level Relationship Management, Business Development as well as Team Management and Corporate/Fiscal management.
Brand X AsiaDirector of Commercial Partnerships & Growth
Oct. 2016Australia & Indonesia• Established a professional services consultancy to assist APAC clients on new market entry and sales strategy for the region.
Sales Strategy/Funnel Development
• Led market validation research for Asia's newest sea cable business, securing Letters of Interest from potential customers to drive project investment. Sought direct support from Hyperscalers including AWS, Meta, Microsoft and Google/Alphabet. Second tier heavy Cloud IT users also contacted include SAP, Oracle, IBM, Lazada, Huawei Cloud, ESR & Iron Mountain.
Export Market Development/Strategic Partnerships
• Developed sales strategies for Agritech startup, Go Fresh Farms, expanding export markets in UAE, Singapore, and Hong Kong.
• Negotiated export partnerships with major hospitality groups and food distributors to boost sales and brand recognition for Agritech client.
PT Fresh Grow InternationalVice President Sales & Marketing/Procurement
Nov. 2014 - Oct. 2016Greater Jakarta Area, IndonesiaJoined a startup Agri-tech business based in Indonesia targeting the growing middle class and increasing consumption of fresh produce. Pursuing an eventual listing on the Indonesian Stock Exchange we planned to establish global best practice Sales & Marketing and Procurement systems. In the first 9 months I established Marketing & Sales and Procurement operations and developed scalable systems to support expected growth. My role involved:
• Planning, development and implementation of all of FGI’s sales and marketing strategies, marketing
communications, sales team activity and public relations activities in South East Asia. I developed a world class modern, dynamic sales and marketing organisation that achieved outstanding results, including the promotion and sale of 6 tonnes of produce per week.
•Created a detailed procurement system with best practice including tenders, competitive vendor selection matrix and supplier information meetings in a startup environment.
• Built and executed targeted sales and marketing strategies across a mix of various online channels and brand platforms in order to drive customer acquisition, activation and retention/ brand loyalty with the ultimate goal of generating high traffic and revenue growth.
• Negotiated major trial with test market retailer in Bali as proof of concept, achieving over 2000% increase in tomato category for Pepitos Supermarkets.
• Planned and created Sales Development tools for sales team including market segmentation strategy, sales database planning and creation. Developed in-field training sessions with Sales Staff developing negotiation techniques and a unique sales approach.
• Utilised quantitative data and customer research/online metrics to back up assumptions, identifying opportunities and constantly measuring the efficiency of marketing programs. This lead to strategy change in recipes promoted/marketed following noted spike in responses to Indonesian fusion recipes & almost 2,000 Facebook fans.
Makel Media Pty Ltd trading as PropertyHQ.com.auCo Founder, Director of Sales & Marketing
May. 2010 - Oct. 2014Sydney, AustraliaEstablished a new commercial and industrial SaaS property portal. After reviewing the competitive landscape we realised there was an opportunity for a reasonably priced competitor in a marketplace where the two market leaders were expensive and the customer base desired a more competitive situation, so we began work on PropertyHQ.com.au - the place for workspace. We developed the site over 18 months and launched in February 2012. Over 2 years we developed the business Nationally to an average of over 30,000 listings per month. In September 2013 we began work on version 2.0 where our in-house programmers recoded the whole site, introducing numerous improvements to aesthetics, functionality, search-ability and programmed Client Service reminders about expiry of listings. In September 2014 we relaunched a fully functional updated site with e-commerce and XML bulk upload plugins with most major software providers for the Real Estate Industry, PropertyHQ was quickly noticed. We negotiated supply agreements and preferential pricing with key groups including Ray White, Raine & Horne, Link Property, Knight Frank and Savills. In October 2014 the business was sold to an investor.
Brand-X Advertising & Digital AgencyGroup CEO
May. 2007 - Nov. 2014Sydney and JakartaMy role at Brand-X involved switching between my creative analytical side (developing creative concepts and art direction) to account and client management (investigating, analysing and strategising) - building businesses and relationships and sourcing new contacts and leads.
With the growth of our Jakarta office I split my time between Sydney & Jakarta. Both with their own unique challenges - I positioned Brand-X as a quality creative agency without the ego, highly flexible and adaptive to client industries and needs. The business was succesfully sold in September 2014. Having held senior roles in a number of big global Advertising Agencies taught me that really good creative ideas that drive sales and build brands are not the exclusive domain of high cost high overhead agencies. Clients – Samsung Australia (IT Division), Pharmacy 4 Less, Hubtex Australia, Health Plus Vitamins, Starr Partners Real Estate Franchise, PacLib Group, RedRoomDVD, Cudo.com.au, Ciputra Group, Churreria, Fresh Grow International, The Coffee Emporium, Ogawa, Syngenta, Globe Australia, Barmac, Nannys Pavillion
IdeaWorksGAD/Business Lead
Oct. 2006 - May. 2007Sydney, AustraliaAfter leaving Brand Loyalty, I secured a two month contract role with Australia’s leading retail advertising agency, IdeaWorks. This role was extended twice to six months and involved managing the advertising and branding needs of Big W, Australia’s leading EDLP Discount Department Store during a period where we produced;
• A national 32 page brochure every week
• Produced 26 TVC’s
• Produced 45 Radio Ads
• Planned and implemented two new fashion launches in Cosmopolitan Magazine
• Planned revised brand strategy and new corporate marketing direction for the next 3 years
• Managed creative for design and production of brochures
• Developed Communications Strategy for BIG W to compliment new marketing strategy
• Completed comprehensive competitive analysis of local and overseas best practice retailers and brochure production process
• Reviewed agency remuneration arrangements with client and identified shortfall (business losses). • Prepared and re-negotiated revised remuneration strategy.
• Participated in the Re-Brand Team for the brand overhaul and refresh.
Brand LoyaltyRegional Director, Oceania
May. 2005 - Oct. 2006Sydney, AustraliaClients – Foodland (South Australia), Matahari Putra Prima (Indonesia), Parkson Corp (Malaysia) Following the sale of my business I joined a world-wide specialist marketing venture that targeted supermarket groups for loyalty and CRM programs. This senior role focussed on developing new clients and new markets primarily in South East Asia to identify and target Retailers with high transaction volumes, suiting the Loyalty products that Brand Loyalty offers
•Operational and Financial responsibility for “new” markets of Australia, New Zealand, Pacific Islands, Indonesia, Malaysia and Thailand.
•Secured clients in Indonesia, Malaysia and Australia.
•Product has a long sale process of between 9 and 18 months with high value transactions ($2-15 million).
•Developed programs for leading retailers including Foodland (Australia), Matahari (Indonesia), Hypermart (Indonesia) and Parkson Corp (Malaysia)
•Working exclusively at C-Level, I built relationships with CEO's and MD's to understand their specific business challenges, which enabled me to provide solutions that activated increases in basket size, transaction frequency and share of wallet.
TMA AdvertisingManaging Director
Mar. 2002 - Apr. 2005Sydney, AustraliaClients – Kelloggs (Australia & New Zealand), Healthy Life, Deco Rug, Paclib Group, 3M Australia, Pentel Australia, Clean Air, DVC Discount Vitamins Chain, Leading Edge Group, Rug City, Roo Brothers, Established my own Integrated Advertising & Marketing Agency, TMA Advertising, to address the opportunity within the Australian market for a retail specific agency, staffed by retailers. Sold the business to a mid-sized agency.
• Grew the business to $3.5 million turnover and six staff in just under three years.
• Secured Kellogg’s Australia & New Zealand and became one of three preferred premium suppliers.
• Established a third party selling proposition and secured work with key brands including Fifth Leg, Rosemount, Lindemans, Streets and Rexona through their Marketing/Advertising Agencies.
• Other clients included national retail health food chain – Healthy Life, 3M Australia, PacLib Property Group, Deco Rug, and Clean-Air for which I provided services including;
• Marketing Plans
• TVC’s
• Brand Strategy & Planning
• Direct Mail, Radio
• Channel Marketing Strategy & Planning
• Media Planning & Buying
• Sales Promotions
• Magazine & Press Adverts
• Trade Magazine Adverts
• Retail Catalogues
Interface Advertising (Division of J Walter Thompson)General Manager
Jan. 2001 - Jan. 2002
Promotional Partners WorldwideGroup Account Director
Jan. 1999 - Jan. 2001
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