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Work Background
ezyCollectHead Of Marketing
Sep. 2020Sydney, New South Wales, Australia · HybridezyCollect is a B2B SaaS fintech in AR Automation & Digital Payments that's empowering business growth by eliminating late payments and optimising the digital payment experiences. Businesses with ezyCollect get paid faster - 43% faster in their first 12 months with ezyCollect.
Synapse LLCVP - Digital Marketing & Consulting
Mar. 2019 - Oct. 2020Sydney, AustraliaSynapse builds custom tech/digital/IoT solutions for tech and marketing businesses - our experience and expertise covers a wide range of industries and delivers real value for our clients across Tech | Hospitality | IoT | Digital Transformation
Z10 ConsultingDirector
Feb. 2018SydneyZ10 Consulting is dedicated to catalyzing business growth through strategic marketing and digital transformation, with a particular focus on Digital and eCommerce domains. Our engagements are structured around tangible performance - we prioritize action over motion. We collaborate with businesses and entrepreneurs who resonate with our values and where we identify the potential to catalyze significant transformation. Feel free to reach out if you're interested in exploring how we can accelerate your business growth. / Optimized digital customer experience & digital marketing (both acquisition and retention); / Oversaw CRM/Database marketing for a Global Waste/Water/Energy brand, taking charge of the Voice of Customer/Customer Satisfaction and Net Promoter Score (NPS).
/ Engineered a notable ~100% surge in revenue for an e-commerce retailer by devising and implementing comprehensive digital marketing and performance media (Facebook advertising and remarketing) )strategies across the US, UK & AU markets, leading to ~5x increases in Conversion Rate through CRO and UX optimisation.
/ Delivered a significant ~137% increase in product conversions for a Software-as-a-Service (SAAS) proptech marketplace business through product marketing, analytics, CX and UX optimization, and management of digital/paid acquisition campaigns, A/B testing, and CRO.
/ Crafted and executed a strategic paid media and digital marketing plan for an events & property business, enhancing ROI, ticket sales & attendance for their 3-day events.
Cohen HandlerHead Of Marketing & Digital
Jun. 2015 - Feb. 2018Sydney/ Directed an all-encompassing Marketing and Branding strategy, leading a transformative shift towards digital platforms.
/ Successfully amplified Digital and Inbound revenue by nearly 600%, soaring from $350k annually to an impressive $2.4 million.
/ Headed an agile and high-performing team of 4 in marketing and inbound sales, implementing the Sandler Method for enhanced sales coaching.
/ Conceptualized and executed integrated Above-The-Line and Below-The-Line acquisition campaigns leveraging a mix of Social, Search, Content, TVC & Mass Media, PR, Events, and Remarketing.
/ Employed 'Growth Hacking' techniques to deliver a striking 100% year-on-year revenue growth with a positive ROI for Digital operations.
/ Orchestrated the successful international expansion of Cohen Handler into Singapore and Los Angeles markets.
/ Launched strategic brand extensions, namely 'CH Prestige' and 'CH Investment Club', diversifying revenue streams and enhancing the brand's prestige. / Transformed the marketing department into a profit center, enhancing reach, awareness, recall, and Word-Of-Mouth revenue, all while maintaining P&L profitability.
/ Championed B2B marketing initiatives targeting real estate agents and mortgage brokers, thereby bolstering our Corporate Partner division.
/ Held dual responsibility for Product Management & Product Marketing, leading the successful build and launch of www.auctionwiz.com.au, which achieved break-even within a mere 14 weeks.
/ Led the development and launch of an innovative edtech platform: www.buyersagentinstitute.com.au.
Autogenie.com.auGM - Product, Marketing, Partnerships and CX
Jun. 2013 - Jun. 2015SydneyAutogenie is an innovative startup revolutionizing the car buying experience for consumers. By leveraging a robust dealer network and a constantly evolving online portal, we are making the new car buying process seamless, affordable, and pressure-free, all while ensuring customer satisfaction with the Autogenie guarantee. / Held key responsibilities for P&L, Marketing, Branding, Product Development and Management, Customer Acquisition and Retention. / Dramatically improved EBITDA by 63%, driving profitability and operational efficiency.
/ Led a dynamic Autogenie team comprising 2 inbound sales and service members, 1 product lead, 1 Salesforce developer, and 6 product developers.
/ Boosted conversion rate by an impressive 102%, significantly enhancing customer acquisition.
/ Quadrupled Average Revenue Per User (ARPU) by implementing cross-sell strategies for Finance, Insurance, and Trade-Ins.
/ Developed and executed a successful API integration and strategic partnership with eBay Motors, broadening our reach and customer base.
/ Led an Above-The-Line (ATL) TV campaign aimed at customer acquisition, overseeing production and TV commercial creative.
/ Orchestrated an innovative PR campaign resulting in coverage by Channel 7 and Today Tonight, enhancing brand visibility.
/ Achieved a 47% reduction in Cost Per Acquisition (CPA) on Adwords by expanding long tail coverage to approximately 3000+ keywords.
/ Led B2B marketing efforts to strengthen dealer network relations through targeted emails, calls, and support event planning.
/ Successfully pitched and secured partnerships with 4 of the top 5 Automotive portals in Australia, expanding market presence.
/ Coached inbound sales teams using the Sandler Method to enhance sales effectiveness and team performance.
ExpediaSr Account Manager, EAN Asia Pac
May. 2011 - May. 2013Sydney, Australia/ Successfully managed Enterprise-Level Key Accounts, Affiliates, and Partnerships in Australia, New Zealand, and South Asia, driving substantial business growth and revenue from a $50 million portfolio.
/ Devised and implemented growth initiatives with both online and offline travel partners/B2B partners, catalyzing significant revenue increases.
/ Surpassed targets with stellar performance, achieving 112% of Margin Contribution (MC) target in Q1 2013, and 123% of MC target in Q2 2013.
/ Demonstrated consistent year-over-year growth in same store accounts, recording 36% top-line and 26% MC growth in 2012.
/ Achieved exceptional performance in 2011 with 160% top-line and 189% MC year-over-year growth in same store accounts.
/ Contributed to B2C marketing initiatives for retail brands and B2B marketing initiatives for travel agent partners.
/ Managed an impressive portfolio of enterprise-level key accounts including renowned brands such as Flight Centre, Quickbeds, Webjet, Jetstar, House of Travel, Excite Holidays, ClearTrip, Yatra, Travelguru, Hooroo, Lonely Planet/BBC, and AOT
Cogent Online Pty LtdDirector, Advertising Operations
May. 2010 - Mar. 2011Sydney> Running email marketing, lead gen and acquisition campaigns for clients (such as Travelzoo, Scoopon, DealsDirect) > Managed Ad operations team of 3
> Turned P&L around to profitability within 6 months
> Growth hacking through reducing CPAs & consumer marketing
> 100% Quarter on Quarter Marketing Contribution growth through digital and operational transformation
> Reduced costs and increased revenue by 100% through process efficiencies, analytics and managing partner relationships.
Telstra BigPondProducer - Travel, Health & Dating
Jan. 2009 - Mar. 2010Sydney, Australia> Ad Sales, Product Marketing and Product Management for Bigpond Travel, Bigpond Health and Bigpond Dating verticals.
> Growth hacking to drive consumer engagement and advertising revenue as well as transactional revenue > Achieved market leadership in Australia for Health, delivered 240% growth in ad revenue, developed new partnerships with Food Coach, Healthy Weight for Life, Biggest Loser, Guy Leech etc. > Relaunched Bigpond Travel in partnership with Expedia, grew from $100k run rate in previously to $2.5MN GBV in Year 1 after relaunch based on redesign & relaunch to increase conversion and ad revenue. > Created and implemented product build & product marketing roadmaps and strategy for Travel, Health and Dating verticals
The Intelligent InvestorDigital Marketing Manager
Jan. 2008 - Nov. 2008Sydney, Australia> Led Digital transformation for the business - moving to digital subscription from hard copy/print based subscription model
> Growth Hacking, Branding & Marketing campaigns, product management & subscriber/customer acquisition and retention
> Implemented a direct marketing retention campaign during the GFC which hit $1.3 Mn in sales, exceeding targets by 30%. > Managed adwords campaigns - increasing clicks by 32%, increasing CTR by 400% while reducing cost of acquisition by ~70%.
eBayCategory Manager - Global Trade
Jul. 2007 - Dec. 2007Mumbai, Maharashtra · On-site> Managing Cross Border Trade Category - Seller listing and sales among top sellers
> Growth hacking the global trade opportunity with local sellers
> B2B Online Marketing and Direct Marketing to global Sellers - AU, US, DE, UK, EU
> B2B Seller Retention, Scaling and Acquisition in unsited South Asia markets - Pakistan, Bangladesh, Nepal, Sri Lanka Conceived and executed a team building program, eBay Olympics, for the annual offsite.
eBayProduct Marketing Manager
Aug. 2006 - Jun. 2007Mumbai, Maharashtra · On-site> Product Marketing of eBay features and tools for listers and sellers - encompassing large scale B2B for key accounts and B2C for first-time sellers
> Created and implemented a conversion elasticity based pricing model for eBay listing features and tools (global first)
> Implemented listing fee for the local marketplace which increased site conversion 5x & achieved 104% of revenue targets Q406 – Q207, > Responsible for product marketing, CRM and evangelising/onboarding eBay.in listing features and tools among the eBay.in top, medium and new sellers
> Winner, Case Study Competition at eBay Global Marketing College in San Francisco
NielsenAssociate Manager BASES
Jul. 2005 - Aug. 2006Mumbai Area, India · On-site> Analytical Marketing Consulting for top FMCG brands (Unilever - Foods, Toothpaste,Detergents; Colgate etc) - Building and running predictive analytical models simulating consumer demand and marketing activity to forecast year 1 in-market volumes for new products and concepts - including distribution, GRPs and promotions
> Predictive Analytics on new FMCG product/new brand/line extension launches for Unilever Oral Care, Detergent and Food categories
> Managed the campus recruitment program
NielsenSr Analyst, Asia Pacific, BASES
May. 2004 - Jun. 2005Mumbai, Maharashtra, IndiaFirst local analyst hire - supporting the establishment, growth and scaling of the BASES India business - supporting the ex-pat business head. > Analytical Marketing Consulting - running predictive analytical models simulating consumer demand and marketing activity - including distribution, GRPs and promotions
> Predictive Analytical Consulting on new FMCG product/new brand/line extension launches for Unilever Oral Care, Detergent and Food categories
> Client & Account Management: Accountable for end to end project management of client research projects from initial briefing and proposal to questionnaire design, analysis, recommendations and client presentation
> Devised and implemented methodology for applying the BASES Analytical Forecasting Model for launches of new products and brands in rural India
OnidaSr. Product Executive
Apr. 2003 - Apr. 2004Mumbai Area, India> Product Management for the $155 MN Television Product Portfolio, 70% of Onida's turnover.
> Developed and launched the Oxygen brand of televisions > Conceived, developed and launched the iControl – India’s first LCD remote for televisions.
> Responsible for New Product Development from Concept to in-market launch and stability for all within the portfolio for 2003 and 2004 (development and launch of 17 products/models)
> Support B2B marketing for sales teams to dealer network for product launches, collateral, pricing and promotions
OnidaProduct Executive
Sep. 2002 - Mar. 2003Mumbai Area, India · On-site> Product Management for the $50 MN KY Thunder Television Product Portfolio, 50% of Onida's Marketing Contribution
> Achieved market leadership in the 14”, 21” premium and the 29” premium television segments
> Successfully completed TQM project on cycle time reduction for new product development, resulting in ~30% reduction in product development lead time
OnidaSales Executive
May. 2002 - Aug. 2002Cochin / Chennai · On-siteManaged sales and revenue through the retail network for (Chennai / Cochin), development and execution of sales initiatives and managing key dealership accounts
J Walter ThompsonSummer Intern (Bangalore)
Apr. 2001 - Jun. 2001Taj Mahal Tea: Recommended a new brand ambassador for Taj Mahal based on primary and secondary research, brand personality and brand strategy.
Mudra DDB NeedhamSummer Intern
Oct. 1997 - Nov. 1997Summer Intern - The Resource Centre, Mudra Ahmedabad.
- Worked on a project, demand estimation for GNFC
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