May 2024 – Present · 1 yr 11 mos · Sunshine Coast, Queensland, Australia · Remote

• Through JSTN Consulting, I partner with startups and scale-ups to design lifecycle, CRM, and retention systems that improve activation, engagement, and customer lifetime value. My work sits at the intersection of product, data, and marketing — helping companies turn fragmented customer touchpoints into structured lifecycle engines that scale with growth.
• Typical work includes lifecycle strategy, CRM and marketing automation architecture, customer data activation, and product-led growth experimentation across platforms such as Braze, HubSpot, and Iterable.
• Recent client engagements include:
• Whering — CRM & Lifecycle Strategy
• Led CRM architecture and lifecycle strategy for a London-based fashion technology platform. Implemented Braze as the core engagement platform, rebuilt lifecycle data flows, and designed onboarding and activation programs to strengthen early user engagement and retention.
• FivePointFive — Lifecycle & CRM Advisory
• Advising on lifecycle marketing strategy and CRM architecture for a performance and breathwork platform focused on athletes. Supporting the use of Braze to deliver structured engagement, activation, and retention programs.
• GoTransit Media Group — CRM Transformation
• Led the company’s CRM migration from MYOB to HubSpot, redesigning the sales automation ecosystem and implementing lead routing, reporting dashboards, and CRM governance frameworks to improve data quality and conversion visibility.
• The Grants Hub — CRM Modernisation & Lifecycle Strategy
• Led a lifecycle audit and CRM modernisation project for Australia’s largest grants directory. Unified customer data across HubSpot, Mailgun, and Mailchimp, identified fragmentation across lifecycle touchpoints, and delivered a roadmap for lifecycle automation and marketing platform consolidation.

Nov 2021 – Jul 2025 · 3 yrs 8 mos · Melbourne, VIC · Remote

• As the Senior Manger of Lifecycle & Martech at Linktree, I built and led the global CRM function from the ground up, embedding Braze into the product experience and transforming lifecycle marketing into a key growth driver.
• Working cross-functionally with Product, Data, and Engineering, I developed personalised onboarding, retention, and win-back programs that delivered a 39% uplift in paid subscriptions and a 27.8% improvement in onboarding conversion. Alongside growth outcomes, I championed robust data governance and GDPR-aligned consent practices, ensuring lifecycle communications were transparent, compliant, and customer-first.
• Managed and coached a team of 3 CRM Specialists, supporting one promotion to CRM Manager.
• Built a modular lifecycle framework that scaled across 70M+ global users and multiple product verticals.
• Partnered with Engineering to implement the Braze SDK and behavioural event pipelines for real-time personalisation.
• Embedded lifecycle experimentation into the product roadmap to drive activation, retention, and subscription growth.
• Established global email and data-privacy governance processes, ensuring consistency and compliance across regions.

May 2021 – Oct 2021 · 5 mos · London, United Kingdom · Hybrid

• (Acquired by eBay, formerly Etsy)
• At Depop, I owned CRM data pipelines and automation logic in Braze, collaborating with Growth, Martech, and Engineering teams to refine event structures, segmentation, and consent handling. The role deepened my technical understanding of behavioural data, privacy compliance, and how transparent communication enhances customer loyalty.
• Led a full CRM data audit and Braze environment cleanup to improve accuracy and system reliability.
• Supported internal teams on technical advancement and CRM best practices, strengthening cross-functional capability.
• Investigated and helped resolve domain-level deliverability issues following IP blocks by spam watchdogs and inbox providers.

Oct 2019 – May 2021 · 1 yr 7 mos · London, United Kingdom · Hybrid

• At Trainline, I led CRM strategy across ten European markets using Braze, designing behavioural journeys that improved retention and conversion. Working closely with Growth and Product teams, I integrated lifecycle communications directly into the app experience, ensuring engagement programs complied with data protection standards across multiple jurisdictions.
• Managed and coached a Senior CRM Specialist, supporting their professional development and eventual promotion to CRM Manager.
• Developed market-specific CRM strategies aligned to local language, compliance, and product behaviours.
• Partnered with Product to embed in-app messaging and push campaigns that improved repeat-purchase frequency.
• Established CRM experimentation frameworks with clear control groups and test reporting.

Jan 2019 – Oct 2019 · 9 mos · London, United Kingdom · On-site

• (Acquired by DoorDash)
• At Deliveroo, I owned lifecycle strategy and automation experimentation across 12 markets, operating within an RFMTP framework (Recency, Frequency, Monetary, Tenure, Promotion) — a model particularly effective for marketplace environments. Collaborating with regional Growth, Data, and CRM teams, I built and optimised automated journeys that strengthened retention, reactivation, and frequency of purchase.
• Managed the CRM campaign calendar across GTMs and restaurant partnerships, coordinating timing and execution across 12 markets.
• Designed and managed end-to-end lifecycle programs across email, push, and in-app channels using Braze and Mailchimp.
• Developed and iterated automated experiments to test behavioural triggers, creative approaches, and incentive mechanics.

Apr 2018 – Jul 2018 · 3 mos · Melbourne, Victoria, Australia

• At Telstra Wholesale, I partnered with an external agency to implement a Microsoft Dynamics 365–based project management flow that improved visibility and coordination across marketing and sales teams. Alongside this, I rebuilt the business’s email templates and preference centre to enhance user experience, ensure brand consistency, and strengthen consent accuracy.
• Collaborated with agency and internal stakeholders to map and deploy new project management workflows in Dynamics 365.
• Rebuilt and standardised email templates within Eloqua to improve design quality and operational efficiency.
• Redeveloped the customer preference centre to align with updated privacy requirements and data governance standards.

Apr 2017 – Apr 2018 · 1 yr · Melbourne, Australia

• At Oracle, I managed CRM and digital marketing campaigns across a diverse client portfolio — including AAMI, Suncorp Group, Bingle, APIA, Telstra, and Latitude Financial — overseeing projects from strategy through execution. Collaborating with creative, data, and development teams, I designed automated journeys and strengthened privacy and governance processes within enterprise-scale systems.
• Worked with offshore and onshore campaign managers to build and deploy emails across Eloqua and Responsys.
• Led delivery of multi-channel marketing automation programs across retail and financial services clients.
• Coordinated between global stakeholders to align data and compliance frameworks.
• Delivered CRM performance insights to improve campaign efficiency and governance standards.

Mar 2015 – Mar 2017 · 2 yrs · Melbourne, Victoria, Australia

• At thatworks, a boutique creative and digital agency, I managed print and digital marketing programs for clients including Telstra, V/Line, and Kathmandu, developing lifecycle strategies that balanced customer engagement with regulatory compliance and brand integrity.
• Created the Content Matrix for Telstra’s First 100 Days onboarding program, managing content planning, production, and delivery across multiple lifecycle journeys.
• Oversaw delivery of integrated marketing and creative projects from briefing to execution.
• Collaborated with developers to ensure accurate customer data capture across websites and campaigns.

Jan 2015 – Mar 2015 · 2 mos · Melbourne, Australia

• During my internship at Telstra, I reviewed creative assets and requirements to update Critical Information Summaries (CIS) and other marketing material, marking up changes and briefing updates to partner agency thatworks. The internship introduced me to lifecycle marketing and customer-first engagement tactics — experience that directly led to my first permanent role in marketing.
• Supported delivery of onboarding and retention communications within Telstra’s First 100 Days program.
• Assisted in QA and testing of automated onboarding workflows and content accuracy.
• Coordinated feedback between internal marketing teams and agency partners to ensure brand and compliance alignment.