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Work Background
Multiple BoardsAdvisory Board Member
Oct. 2022 - Jul. 2023RemoteAyuda Health (Founded by Marsha Haynes) Chronic health issues support. Friends of Parkinson's Inc (NFP – Fund distribution committee). Advisory Cloud – (Technology Committee)
MIT Sloan School of ManagementBusiness Student
May. 2022 - Sep. 2022Australia and MIT, Cambridge, Massachusetts, Boston, USCompletion of Certificate of Neuroscience for Business from MIT.
Cignall Pty LtdNational Franchise Project Manager
Sep. 2017 - Oct. 2022Notting Hill, Victoria, AustraliaAt Cignall Pty Ltd, I led the project management of the national customer loyalty program, focusing on driving adoption and leveraging data analytics within the constraints of strict tobacco and lottery licensing regulations in NSW and ACT. I presented the program to over 250 franchisees, outlining its commercial benefits and encouraging the integration of complementary product categories. This resulted in increased program participation and footfall, contributing to the growth of a 47,500+ member base. The program enabled personalised promotions that enhanced shopper frequency and basket size. I identified a gap in franchisor support and implemented an after-hours IT support line for 250 stores. This solution resolved 8–10 business-critical issues weekly, significantly reducing financial disruption for franchisees. To support my evolving role, I independently upskilled in tools such as Power BI, SQL, Azure Data Studio, Acrobat DC, Figma, Slack, Asana, WordPress, HubSpot, Vision6, Mailgun, SMSGlobal, and Rackspace. I also enhanced my IT troubleshooting abilities through self-directed learning and collaboration with the IT team, reducing reliance on senior IT resources and allowing them to focus on POS development. Additionally, I developed a detailed operations manual for tobacconist retail stores, providing task-based guidance to ensure consistent brand standards and operational excellence across the network.
Philip Morris InternationalKey Account Manager (Dan Murphy's, BWS, NSG, UCB, United, Liberty & Apco & Data Analyst - Woolworths
Jan. 2013 - Sep. 2017Melbourne, AustraliaKey Account Management & Business Development of Dan Murphy's, BWS, New Sunrise, UCB and United Petroleum franchise groups. Category analytics for Woolworths through Quantium (Everyday rewards consumer data). Accurately and efficiently prepared SAP, SAP BW, Aztec & Nielsen data analytics and managed margin contribution in line with promotional activity and reported product gains/losses to the Key account and channel managers for forecasting adjustments with future activity. Key Achievements: Developed a high level of expertise in Quantium (Most active user in Australia overall FMCG companies) with responsibility for significant projects, which included promotional performance, basket size variations, competitor gap analysis, ranging addition recommendations and deletion defense strategies through state-based (and in some cases, store based) product loyalty and consumer reaction reports Prepared a comprehensive business onboarding report covering HR, Finance, Legal, Procurement, Marketing, and Key Accounts, in preparation for the commencement of a new commercial director.
Philip Morris InternationalTerritory Sales Manager
Jan. 2013 - Jul. 2013Melbourne, Victoria, AustraliaGeographical management of P&C, Independent Grocery and General trade to balance existing in-depth knowledge of Specialist Tobacconist and Hypermarket channels. AACS (Australian Association of Convenience Stores) Innovation Challenge Finalist 2013 (PMI Internal). Successfully planned strategically placed retailer trade programs at both the F1 and the annual St Kilda festival, with volume increases of over 345% on the previous year.
TSG Franchise ManagementAsia Pacific Franchise Operations Director
Sep. 2009 - Jan. 2013Australia, JapanResponsible for the training of new franchisees in retail operations, with both the development of a store operations manual for ongoing support and concise face-to-face training schedules for maximum assurance of continuing support from the Franchisor team Preparing franchise agreements, lease revisions, assisting with negotiations, design guidelines, cost analysis and construction resource allocation to meet required opening commitments Key Achievements: Managed the opening of 42 Australian stores. Managed the launch of TSG Japan, opening 14 pilot stores to compete against Convenience Store and vending machine dominance. Negotiated enhanced trading terms with BAT Japan, Philip Morris Japan and Japan Tobacco to accomplish a significant improvement on the initial agreements before my involvement in the venture. Project management of 73 Australian stores requiring branding updates and facelifts in alignment with shopping centre design guidelines, while ensuring the TSG corporate blueprint was adhered to even when working remotely from my Japan office.
Swedish MatchNational Key Account Manager - Franchise Tobacco Groups & Premium Cigar Ambassador
Sep. 2005 - Sep. 2009Melbourne, Victoria, AustraliaNational Channel/Key Account Manager for all franchised specialist tobacconists groups and Smokemart (approx. 1250 stores). Complete revision of trading term agreements with all Franchise groups to reflect performance-based targets vs the prior year, while reducing promotional expenditure. Analysed promotional plans and implemented an annual structure for the multiple customers in the channel to ensure market balance and promotional penetration Key Achievements: Successfully launched new products into the market. Completed Davidoff brand ambassador certification in the Dominican Republic Successfully delivered staff training to over 90 Smokemart store managers, focusing on mass market and premium cigar customers, to enhance staff confidence. Increased sales by 23% in 9 premium cigar accounts through excellent customer service and enhanced communication in the 2007/2008 financial year.
Harvey NormanRegional Warehouse Manager
Sep. 2001 - Sep. 2005Victoria, South Australia, TasmaniaAs the regional consultant for operations within Harvey Norman, my primary role was to develop and enhance circa 600 warehouse/logistics staff members in 80+ facilities. I also successfully managed opening four stores before scheduling, while adhering to the head office budget requirements. Key Achievements & Responsibilities Responsible for recruiting and training managers in Victoria, South Australia and Tasmania. Accessed space allocation of the warehouse for franchisee expenditure (Some stores had six franchisees). Undertook internal store audits, resulting in upward feedback on staff and franchisee performance. Provided warehouse management support in stores that required temporary/ongoing assistance.
Coles LiquorManagement Coach / Multiple Stores
Mar. 1998 - Sep. 2001Melbourne, Victoria, AustraliaCoaching and developing new store managers and providing existing managers further support and training identified by Area & Regional managers as areas requiring skill enhancements.
Coles GroupManagement Trainee
Sep. 1995 - Mar. 1998Ringwood, Victoria, AustraliaI was one of five trainee managers shadowing department and store managers for succession planning. I managed the Bulk goods, Pet food, cleaning, and personal care aisles with complete autonomy over stock control, ranging, and planogram compliance, with supervision from the Grocery manager if required. This position fast-tracked my experience and helped me build a solid foundation in FMCG retailing, particularly in customer service and merchandising of controlled grocery.
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