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Work Background
3ForwardManaging Director
Oct. 2021Sydney, New South Wales, Australia
3ForwardFounder & Chief Digital Officer
Nov. 20184 Glen Street, Milsons Point NSW 2061Media Intelligence & Activation
ADMATIC AustraliaCo-Founder & Chief Strategy Officer
Jul. 2014 - Nov. 2018Sydney, AustraliaAdmatic launched in July 2014. As one of the founders, I held a Leadership role within the business and led the development of our Strategic & Planning teams. KEY ACHIEVEMENTS
• Responsible for growing agency revenue on average 50% YoY.
• Strategic lead & pitch lead on winning RFPs, including University of New South Wales, Uniting, Racing QLD, Voyages Indigenous Tourism Australia, Sydney BridgeClimb and Kia Motors, and was responsible for client on boarding, strategy, and implementation oversight / campaign design.
• Oversaw all aspects of Kia’s $19M media budget, from strategy through to planning and buying, resulting in a 50% reduction in cost-per-acquisition (CPA) in the first three months, and within the first year reduced ad wastage by 78%.
• Maintained a high client retention/satisfaction rate retaining all key accounts over 4 years.
• Responsible for the recruitment, training and development of the Planning teams with 15 line reports by 2017 triggering the recruitment of our first senior non-executive member. Responsible for the appointment, and training of the Sydney General Manager.
• Developed and continuously improved agency-wide workflows resulting in the breakdown of siloed work streams, which enabled cross-disciplinary teams to service all aspects of the clients digital media needs, holistically; including ATL, Programmatic, Social and Search (SEM/SEO).
• Streamlined team workflows reducing barriers to implementation, reduced margins of error and improved automation, reducing campaign setup times by 80% and generally freeing up valuable resource to do higher value per hour work for our clients.
UM AustraliaKey Account Manager
Feb. 2014 - Apr. 2014Sydney, AustraliaLed the digital team created to service the launch of Microsoft One Commercial (OCP) B2B campaign in multiple markets across Asia-Pacific. KEY ACHIEVEMENTS • Evaluated cross-channel media strategies (Programmatic, Social, Search & Email) and proposed amendments to the existing Digital Marketing Strategy for the Regional launch of Microsoft One Commercial, resulting in a 55% increase in additive media value.
• Implemented new strategic planning approach, using a data-driven attribution model to accurately forecast campaign leads by channel and market, which provided a 75% accuracy on ad campaign predictions. • Streamlined inter-agency and external creative partner workflows, resulting in a reduction in campaign setup times, and reduced technical and creative specification errors.
• Trained and developed the Media Assistant in Ad operations/trafficking ads using Microsoft’s Ad-serving Technology at the time (Atlas).
• Successfully project managed and implemented the $4M campaign within a week, involving multiple overseas stakeholders, media partners, platform integrations and ownership of multiple language-based creative translations.
DWAAccount Manager
Jun. 2011 - Feb. 2014Sydney, AustraliaTeam lead on local and regional B2B & B2C Technology clients, including EMC, Macquarie Telecom, Western Digital, Schneider Electric & Clipsal. KEY ACHIEVEMENTS: • Provided strategic direction and identified appropriate programs to meet the client needs. • Sourced/ led market research, and competitive intelligence, including social listening reports, competitor analysis, new vendor/partner discovery, and agency focus groups etc.
• Responsible for the team in all aspects of media planning, buying and implementation across online, print, OOH, radio, TV & Cinema. • Managed day-to-day trading deals with media owners and rate negotiations on behalf of the group. • Continuously focused on improvement and showing measurable ROI, e.g. conversion tracking, attribution modelling, search and social uplift. • Pitch lead on winning responses to Schneider Electric/ Clipsal and Staedtler.
OMD AustraliaDigital Planner
Nov. 2008 - Feb. 2010Sydney, Australia
Consulting (Let's Launch)Marketing Promotions Coordinator
Jan. 2007 - Dec. 2010Milsons Point
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