Jun 2020 – Mar 2021 · 9 mos · Melbourne, Victoria, Australia

• B2B and B2C SaaS product for medical researchers. Responsible for both B2B and B2C growth, but specifically developed and led the first ever go-to-market strategy for the product's B2C offering globally, with a heavy focus on the US market. Developed a digital strategy to drive new user acquisition and retention. Worked alongside the Head of Growth to improve LTV:CAC ratio with a test-driven and data-driven approach.
• Worked alongside the Head of Product and Senior Product Manager to optimise customer lifecycle, with a particular focus on user acquisition flow and onboarding. We also built out growth loops to further drive referrals and a have a heavier focus on product-led growth. Advised and led the MarTech stack selection for the business, leveraging free and low-cost tools to introduce marketing automation and optimise both in-app and out of app experience.
• Guided the recruitment process to hire their first permanent 'Head of Marketing' and managed the onboarding process before stepping back.
• This Head of Marketing/CMO role was on a consulting basis, initially a 3 month agreement that was then extended to 9 months.

Feb 2019 – May 2020 · 1 yr 3 mos · Melbourne, Australia

• Founded in 2018, Chargefox set out with a mission to create a cleaner future for all Australians. With over 5,000 plugs, it is now Australia and New Zealand's biggest public EV charging network and Australia's only network of ultra-rapid chargers, all powered by 100% renewable energy.
• B2B and B2C SaaS product for EV charging.
• This fractional CMO role involved both brand development and product marketing for both the B2B and B2C SaaS products, as well as hiring talent.
• Brand:
• Brand strategy
• Brand partnerships
• PR & comms
• Video, photo and written content development
• Developing all brand assets (website, social media, brochures, pitch decks, branded chargers, merch etc)
• Product Marketing:
• Positioning and messaging
• Go-to-market strategy
• User acquisition and adoption
• Growth loops and flywheels (working alongside dev and product teams)
• In May 2022, Chargefox was acquired by AMS.

Nov 2016 – Apr 2022 · 5 yrs 5 mos · Melbourne, Australia · Hybrid

• For over 14 years, Cogent helped all kinds of organisations design and build thriving digital businesses, both in what they do and how they do it. From tiny startups to multinational unicorns, Cogent worked on over 100 different products with some of Australia and New Zealand’s biggest success stories, including Carsales, Afterpay, Square, Seek, Red Bubble, realestate.com.au and loads more.
• As part of the core leadership team and reporting directly to the CEO, I led a small team to develop and execute the marketing strategy for Cogent. This focused on growing our reputation and brand in market to become the go-to place for leading tech companies that needed help with design, development or product management.
• In May 2022, Cogent was acquired by Block (formally known as Square).

Oct 2016 – Apr 2022 · 5 yrs 6 mos · Melbourne, Australia

• Alongside my work with Cogent, I consult with a range of startups (often at Seed to Growth stage) and with purpose-driven businesses to launch, grow and scale marketing strategies.
• This ranges from low-touch CMO advisory services or one-off marketing strategy development through to hands-on growth and product marketing execution.
• Clients have included:
• + Covidence (B2B & B2C SaaS)
• + Chargefox (B2B & B2C Saas)
• + Taggd (B2B SaaS)
• + Obus (eCommerce)
• + Creative Womens Circle (NFP membership org)
• + if academy (education)

Mar 2015 – Oct 2016 · 1 yr 7 mos · Melbourne, Victoria, Australia

• Digitial design school (online and in-person), focused on customer acquisition (being students). The brainchild of some of Australia’s top digital designers, Tractor was created to reinvent the design education model into one that aligned with the industry and its digital evolution.
• Before it was acquired and then closed in late 2016, Tractor was the most industry-connected design school in Australia. The community of partners, founders, advisors, mentors and teachers were made up of some of the country’s top talent and span communication design, branding, digital design, web/mobile design, UX, UI and loads more.
• Agile and future-focussed, Tractor was about creating a culture of ideas and collaborative design thinking to support the design industry and solve big problems.
• Managing both the marketing and sales teams across Australia, I was responsible for growth, performance marketing, product marketing and brand. This spanned everything from strategy development and leading digital campaigns to social strategy and securing impactful partnerships.

Jul 2014 – Dec 2014 · 5 mos · London, England, United Kingdom

• Leading membership organisation. With the largest architectural collection in Europe, the Royal Institute of British Architects (RIBA) is one of the most respected cultural organisations in the UK. Initially a 3-month contract position, this post was extended.
• During this short time, I developed and delivered both the online and offline marketing strategy for the main autumn exhibition and associated season of events in Central London, resulting in the RIBA's most successful season yet. This included developing strategic partnerships that generated brand exposure to an audience of over 20 million globally. Channels included email, social, web, partnerships and ATL advertising.
• Managing a small marketing team, I also put in place regular campaign and brand reporting processes to better measure ROI, implemented a digital marketing strategy not before in place and implemented a new design and print agency roster across the organisation to save costs and streamline the process with external agencies.
• architecture.com

Aug 2013 – Nov 2013 · 3 mos · London, England, United Kingdom

• B2B SaaS MarTech product. Senior Marketing Manager for the ResponseTap EMEA & US regions, working out of the London office. Focusing on customer acquisition, increasing market share and defining the call tracking and analytics market.
• ResponseTap bridges the gap between online and offline campaign analysis, allowing clients to easily and accurately attribute every phone call their business receives back to its original source. By presenting unique phone numbers to unique visitors and the ability to create different numbers for offline campaigns, sales generated from all channels are accurately recorded, not only those that took place online.
• Worked with some of the world’s leading businesses and SMEs to help shape their budget allocation and marketing strategy, achieving a more accurate and holistic view of campaign results, increased online revenue and sales conversion and a reduction in unnecessary marketing and advertising costs.
• responsetap.com

Jan 2012 – Aug 2013 · 1 yr 7 mos · London, England, United Kingdom

• B2B Services in the recruitment space. Proactively led the end-to-end marketing strategy of EMR, the UK’s leading full service marketing and communications recruitment specialist; and Ortus, a boutique international HR recruitment specialist. Focused on increasing market share within the recruitment industry, with a view to transform the way the brands went to market and worked with clients and candidates.

Jun 2011 – Jan 2012 · 7 mos · London, England, United Kingdom

• B2B Services in the recruitment space. Responsible for the employer brand strategy for FiveTen Group as a whole, as well as our six specialist recruitment brands globally. Focused on how we source, attract, secure and retain the best talent across EMEA, US, Asia Pacific and Brazil. Proactively lead FiveTen Group's efforts to become an employer of choice within the recruitment industry, with a view to transform the way we source talent, build talent pipelines and raise our employer image.
• Performed a comprehensive global competitor analysis, reviewing benefits, employer positioning, sourcing methods and employee on-boarding journey for each brand and region
• Worked closely with regional CEOs and Managing Directors around the world to gauge sourcing needs and provide marketing support through tailored acquisition and retention campaigns incorporating advertising, copywriting, PR, social media and events
• End-to-end management of brand award submissions globally
• Produced full redesign of on-boarding procedures to enhance new employee journey
• End-to-end management of graduate recruitment campaign, resulting in over 1000 additional graduate contacts
• End-to-end management of 3 successful award submissions, including Sunday Times Top 100 Companies to Work For

Aug 2008 – Nov 2010 · 2 yrs 3 mos · Brisbane, Australia

• Leading membership organisation. The AICD is Australia’s pre-eminent organisation for directors, dedicated to making a difference in the quality of governance and directorship.
• Managed a direct client base of over 18,000 members consisting of all types of company directors, from small business owners to Australia’s top Chairmen, CEOs and NEDs
• Produced compelling lead generation campaigns incorporating copywriting, collateral production, DM, email, press and events
• Formed strong relationships with media and managed end-to-end PR
• Side management of a Marketing Assistant, events team and courses team
• Pitch benefits and features of membership to groups of CEOs and directors at courses on a weekly basis