Nov 2024 – Mar 2025 · 4 mos · Sydney, New South Wales, Australia · Hybrid

• Provided C-suite advisory on digital transformation, MarTech modernisation, and automation strategy for SaaS, B2B, and enterprise organisations. Delivered scalable architectures for lifecycle, CDP, attribution, and multi-channel activation.

Mar 2024 – Sep 2024 · 6 mos · Sydney, New South Wales, Australia · Hybrid

• AustralianSuper is an Australian superannuation fund headquartered in Melbourne, Victoria. It is an industry super fund, and so operates through a mutual fund structure. Australian Super is Australia's largest super fund and manage over $315 billion of retirement savings on behalf of over 3.3 million members.
• Responsibilities
• Develop and manage the strategic implementation of programs across Advice, Growth/Retention & Acquisition, embedding an always on approach within business areas & leading the charge on adoption of marketing automation.
• Partner with stakeholders to design integrated lifecycle journeys to achieve strategic business objectives, covering programs for lead generation, nurture and conversion, member retention & business growth.
• End-to-end cross-channel campaign execution including journey design/visualisation, implementation, asset build, test/QA and ongoing management - including email, SMS, paid media.
• Build segmented email assets, landing page support & SMS creation/deployment.
• Document campaign objectives, logic/targeting rules, assets.
• Champion the continuous improvement of journeys, working closely with optimisation teams & strategy teams to design experiment/tests and measure uplift alongside analytics team.
• Work closely with strategy teams & analytics teams to develop clear measurement frameworks; assist Analytics team to interpret & effectively measure performance of programs.
• Work closely with CRM & technical delivery teams to ensure Marketo platform has the data, capability and processes needed to enhance journeys.
• Ensure programs meet Fund's compliance, privacy & security requirements.

Jun 2021 – Dec 2023 · 2 yrs 6 mos · Sydney, New South Wales, Australia · Hybrid

• Verticurl is a demand generation & digital transformation consulting firm, helping companies worldwide improve processes, drive leads and grow revenues. We work closely with our clients to help them get up and running quickly to maximise the benefits of marketing automation. With extensive expertise in marketing, segmentation and analytics, campaign planning and management, our consultants work with clients to build strategic demand centers that drive growth.
• Business discovery & audit - Uncover the current MarTech capabilities & gaps through assessing client MarTech maturity
• Collaborated with a team to implement Tealium CDP for a major global client, optimizing data integration and activation across channels
• Partnered and teamed with technology solution providers and marketing agencies to deliver the best solution meeting the needs of our clients
• Broad knowledge of web technologies (HTML, JavaScript, style sheets, MMPs, Analytics tracking and Dashboarding
• Experience working with APIs – SOAP and REST based APIs
• Assist with the roll out of Marketo in 160 countries and manage Marketo instance for ANZ. Build Preference Centre
• Experience of AdTech & Martech, Data visualisation platforms like Datorama, Tableau, Looker Studio and Cloud Platforms
• Recommendation on the build of an end-to-end campaign management process including lead loading, routing, scoring, campaign tracking, processes, QA and reporting.
• Marketing Automation Subject Matter Expert for Verticurl APAC
• Delivered projects on time and on budget
• Demonstrated thought leadership in Artificial Intelligence (AI), driving innovation and strategic initiatives in AI applications within marketing technology

Mar 2017 – Jul 2021 · 4 yrs 4 mos · Greater Sydney Area · Hybrid

• rhipe (ASX:RHP) is the Cloud channel company, delivering complete end to end Cloud solutions to help service providers grow and thrive in the emerging Cloud economy. Working with a growing number of global software vendors. rhipe specialises in providing its customers a complete package of Cloud solutions, including licensing, service, support, IP, marketing and lead generation.
• Responsibilities:
• Owned the rhipe Digital and Social Media strategy and execution across all digital assets. Delivered against business goals across the partner lifecycle and engagement KPIs
• Managed digital marketing campaigns strategy and conversations (campaign responses, leads generation) across the business and provide guidance on optimisation and ROI reporting
• Developed and managed SEO, SEM and paid and social digital campaigns strategy
• Digital & Social Media Marketing budget management
• Managed reporting strategy and KPI benchmarking
• Managed the Marketo and CRM (Dynamics 365) integration and strategy
• Marketing automation subject matter expert. Advise Marketing managers on best practice (emailing, SMS campaigns, Lead nurture, lead scoring, reporting & campaign architecture)
• Champion the customer lifecycle journey and drove the connected CX/UX/UI
• Developed and co-ordinated content creation and scheduled for rhipe’s websites and lead nurture campaigns
• Team management across APAC includes: Marketing Automation Manager, Digital producer, web & graphic design, SEO
• Analysed data and results for insights across a range of online and social infrastructure; e.g: Marketo reporting; Google Analytics, LinkedIn, Facebook’s Insights, Twitter Analytics, Hootsuite Insights and agency. Provide business comprehensive dashboards
• Provided training and enablement on latest technologies
• Manage a team of 6 (digital producer, web & graphic design, SEO, live chat agents)

Dec 2015 – Mar 2017 · 1 yr 3 mos · Greater Sydney Area

• Randstad now operates in 39 countries, representing more than 90 percent of the global HR services market, and worldwide. Randstad employs around 28,030 of its own staff, whilst 567,700 people are deployed in other companies every day through Randstad.
• My role as the Marketing Automation Manager/Consultant is to drive, lead and automate internal marketing process to increase efficient and maximise return on investment.
• Responsibilities:
• Customise the marketing automation system as needed
• Troubleshoot data inconsistencies between databases
• Understand the bi-lateral data structures for data integration
• Drive marketing infrastructure and customisation of the marketing automation platform including scoring, multi-touch drip nurture and broadcast emails, profiling, segmentation, workflows and ROI reporting
• Optimise lead scoring, waterfall conversions, nurture campaigns to ensure quality leads are delivered to sales
• Be a subject matter expert on marketing automation, providing industry research and recommendations to internal and client teams - approach, strategy, risks, and best practices as well as technical perspectives on systems administration, configuration, customisation, and integration with other systems.
• Plan, implement and test trigger-based nurturing programs in the marketing automation platform that target all stages of prospect development: from raw inquiries and cold prospects, to engagement, to closed opportunities
• Ensure timeliness and quality of all deliverables
• Manage vendor relationships and seek information and ideas on how to enhance campaign metrics, attribution methods, and continuous training
• Work cross functionally with marketing, fundraising, and education program teams to optimise existing email programs
• =Inbound Marketing
• ==Campaigns: Events, Webinar, Emailing
• ===Content management
• ==Inhouse marketing automation consulting with LCD and Business intelligence teams
• =CRM consultant, HTML/javascript troubleshooting

Oct 2015 – Dec 2015 · 2 mos · Greater Sydney Area

• Unisys is a worldwide information technology company. We provide a portfolio of IT services, software, and technology that solves critical problems for clients. We specialise in helping clients secure their operations, increase the efficiency and utilisation of their data centers, enhance support to their end users and constituents, and modernise their enterprise applications. To provide these services and solutions, we bring together offerings and capabilities in outsourcing services, systems integration and consulting services, infrastructure services, maintenance services, and high-end server technology. With approximately 23,000 employees, Unisys serves commercial organisations and government agencies throughout the world.

May 2013 – Sep 2015 · 2 yrs 4 mos · Sydney Area, Australia

• CanalSat Australie is a subsidiary of Canal + that has 2.2 Million subscribers and sales revenue of 592 Million Euros.
• The business continues to grow in Australia and we are proud to provide services to the French Consulate, Chamber of Commerce, Embassies, Hospitals and Nursing Homes.
• OUR ACHIEVEMENTS
• Since I restructured the business my team has continued to build double digit sales and profit increases and continues to deliver high quality customer service to the consumer, business, government and health care sectors.
• Our sales and marketing initiatives have driven down the cost of customer acquisition and our loyalty and retention strategies have increased customer re contracting rates .
• The rejuvenation of CanalSat Australia brand, website and digital marketing tools has increased our search rankings and direct customer contact has increased the quantity and quality of new customer enquires.
• The added functionality such as account access, TV programme guide supported by SEO and SEM campaigns (AdWords and Videos) has been very successful
• We have implemented a very successful recruitment and professional skills development program which has improved productivity and increased client conversion ratio

Aug 2010 – May 2013 · 2 yrs 9 mos · Sydney Area, Australia

• Global Digital & EDM Marketing Agency
• Secured – Robot Coupe, Hotel du Nord France, DPPP Pty Ltd, LBF AUSTRALIA
• Responsibilities:
• Generated new clients and managed implementation of digital & EDM campaigns
• Managed and increased revenue generated from existing clients
• Developed and implemented creative campaigns and marketing strategies
• Provided consultancy on Marketing plan and campaigns
• Lead the thinking in targeting locations and demographics for mailers
• ACHIEVEMENTS
• Increased revenue turnover by 93% in first 12 months
• Increased per client spend in record time
• Successfully implemented new EDM campaigns and marketing strategies
• Provided accurate budgets and planning to tie activities to expected results
• REASON FOR LEAVING: Head hunted to restructure and run CanalSat Australie.

Oct 2008 – Aug 2010 · 1 yr 10 mos · Paris Area, France

• 20 Million Euro Resort & Hotel management company (2 Hotels and 6 Resorts and Spas)
• Secured contracts with Air France, French Stock Exchange, Paris subway, Energy France, Time Share, Expedia, Booking.com, Last Minute.
• Responsibilities:
• Managed 10 direct reports consisting of 7 On-Site Directors, 3 Sales And Marketing Managers
• Implemented sales, marketing and pricing strategies to drive revenue growth and profits.
• Built sales and revenue culture in the regional team to promote the group’s 4000 rooms
• Ensured the team exceeds profit , sales and customer satisfaction targets, objectives and KPIs
• Monitored and adjusted marketing based on competitors marketing and pricing strategies
• Consulted with hotels to prepare annual budgets, strategic business and marketing plans
• Formulated and deployed transient/group inventory restrictions and pricing strategies to maximise revenue from a rate and occupancy perspective
• Implemented Public Relations strategies to build the brand and generate leads
• Achievements:
• Increased profit from 15 to 20 Million Euros
• Won 5 million Euro contracts with Air France, CCAS, RATP, Paris Stock Exchange
• Drove sales revenue by 66% in the first year
• Increased occupancy rates by 50% during off peak season
• Awarded No1 supplier rating with BOOKING.COM within the first year
• Grew Tour Operators distributors from 30 to 142 in the first 8 months
• Reduced customer acquisition costs by 24%
• Generated free editorial in leading industry publications
• Implemented Integrated Distribution Property Management System (IDPMS) Across 5 resorts.
• Launched Fastbooking Live booking reservation bridging tool between website and tours operators
• REASON FOR LEAVING – Despite being offered a 4 year contract by CELA decided to return to Australia

Nov 2007 – Oct 2008 · 11 mos · Sydney Area, Australia

• Premier Media Group owns and operates FOX SPORTS 1, 2 and 3, FOX SPORTS NEWS, FUEL TV and HOW TO Channel.
• Secured contracts with THE IVY and a number of licenced premises across NSW & ACT
• Responsibilities:
• Secured new clients and increased revenue from existing accounts
• Implemented retention strategies to minimise churn and drive repeat signups
• Building of strong relationships with private and business clients
• Achievements:
• Consistently exceeded monthly sales targets by an average of 20%
• Assisted the marketing team in branding, promotional events and marketing activities
• Promoted to National sales Manager after 8 months
• Increased new accounts by 16%
• REASON FOR LEAVING received a job offer to work in Paris for CELA Hotels And Resort Group

Dec 2003 – Nov 2007 · 3 yrs 11 mos · Sydney Area, Australia

• Responsibilities:
• Managed KPI’s, operational, sales and marketing costs for region
• Implemented customer retention campaigns through loyalty programs and promotions
• Planned and implemented sales and marketing plans and reported on sales and marketing activities
• Prepared yearly sales forecast, implementation of sales target system
• Achievements:
• Strategies employed increased yearly sales by 50 %
• Created and launched a new website that led to a 28% increase in sales
• Analysed and reviewed company’s customer pricing resulting in a 32% decrease that
• increased affordability and sales activities
• Reason for leaving: Head hunted by recruitment agency to join Fox Sports

Nov 2000 – Dec 2003 · 3 yrs 1 mo · Sydney Area, Australia

• Responsibilities:
• Instrumental in launching the company
• Recruited, trained and managed a team of distributors and installers Australia wide
• Managed Sales, Marketing, Communications and Logistics departments
• Achievements:
• Implemented a new business plan that increased sales by over 100% within the first year
• Managed, trained and mentored technical and sales employees
• Reached breakeven point with 3 years of operation
• Successfully led in-house Telemarketing Campaign and 10 staff
• Achieved a 24% sales increase within the first 4 months of operation