Jan 2025 – Aug 2025 · 7 mos · Sydney, New South Wales, Australia

• Designing comprehensive Cyber Security influence programs for cross-functional teams, enhancing technical proficiency and embedding best practices across the organisation to significantly elevate team readiness and incident response capabilities, while partnering with marketing and internal comms to craft market-focused messaging that reinforced patient trust and competitive differentiation.

Apr 2022 – Dec 2024 · 2 yrs 8 mos · Sydney, New South Wales, Australia

• I lead KPMG Australia Risk Services portfolio, across risk consulting service lines Tech Risk & Cyber, Fraud & Financial Crime, Financial Risk & Analytics and Governance Risk and Compliance. I drove the overarching strategic approach and marketing execution to propel the organisation as a leader in the dynamic and ever-evolving cyber and risk practice
• With a keen focus on achieving long-term growth objectives, my role extends beyond envisioning and implementing strategies that not only enhance the Cyber brand but also contribute significantly to the overall growth and success of KPMG. I'm passionate about driving positive change, fostering innovation, to be at the forefront of cyber security industry.

Sep 2018 – Mar 2022 · 3 yrs 6 mos · Sydney, Australia

• Leading a dynamic team dedicated to revolutionising the realm of Conversational Marketing through advanced chatbot and voice AI technologies. With a passion for innovation and a relentless pursuit of excellence to navigate the future of automation. Yarnly AI empowers businesses and brands to become adopters and disruptors by embracing the future of Automation and build out tech stack to support Chatbot Artificial Intelligence and Messenger Marketing.
• Key Highlights:
• The creation of engaging, on-demand, personality-driven automated conversations that convert customers.
• Building and optimising tech stacks to support Chatbot Artificial Intelligence and Messenger Marketing, enabling brands to shape their narrative through enriched conversations.
• Innovation Leadership: Driving adoption and disruption in the AI Marketing automation landscape, Yarnly.AI is at the forefront of leveraging engaged technology for meaningful, authentic customer interactions.

Jul 2016 – Aug 2018 · 2 yrs 1 mo

• As a strategic Digital Marketing Manager at IAG, I lead the charge in steering social technology execution, innovation, and strategy across a diverse marketing portfolio encompassing 18 brands across Australia, Asia, and New Zealand. Among these brands are industry leaders like NRMA Insurance, CGU Insurance, and key strategic partners such as Coles Financial Services, Bendigo Bank, and Bupa.
• In a landscape where our industry was undergoing rapid evolution, I navigated the complex intersection of digital demands on strategy, creative, adtech, and customer experience. My focus is on driving success by seamlessly blending dynamic social media processes and cutting-edge technologies with traditional frameworks and infrastructure.
• My role ensured maximum capability, communication, and collaboration across the entire Group. Guiding Social Media Marketing Technology activities, supporting key digital and social projects, and steering our digital vision, I worked closely with over 80 marketers and external agencies to align group outputs with the visionary concepts of our brands.

Oct 2014 – Aug 2018 · 3 yrs 10 mos

• As the Social Media Manager for Insurance Australia Group (IAG), I am the driving force behind effective social marketing communications for premier brands such as NRMA Insurance, SGIO, SGIC, and key partners. My role is a dynamic blend of strategic planning, execution, and cross-disciplinary collaboration, contributing to the overarching success of IAG Group's marketing initiatives.
• Strategic Expertise:
• Customer-Centric Approach: Utilized customer insights and segmentation strategies to develop highly relevant and impactful customer-led initiatives.
• Market Optimisation: Applied market insights to optimise communication strategies, ensuring they resonated with specific states and markets.
• Continuous Improvement: Applied learnings from campaign results to optimise creative elements, ensuring the best-performing messages and executions.

Dec 2013 – Oct 2014 · 10 mos · Broadway, Australia

• In my role as a Social Media and Brand Manager, I took charge of leading strategic and operational development, positioning the organisation as an industry leader in social marketing.
• Key Contributions:
• Strategic Leadership: Directed the overall strategic and operational development of social marketing, playing a pivotal role in the strategy and deployment of the organisation's Social Command Centre.
• Cross-Functional Team Management: Led a dynamic Digital/Marketing team to maximise brand exposure and drive sales across online digital assets, social channels, and traditional sales channels.
• Diverse Digital Work: Managed a spectrum of digital initiatives, including WordPress websites, responsive design, social media marketing, SEO, email marketing, SEM, graphic design, and more.
• Achievements:
• Agile Campaign Strategies: Implemented agile campaign strategies, quarterly plans, promotional calendars, and content calendars for effective and dynamic marketing.
• Brand Redesign and Launch: Successfully executed a brand redesign and launch, enhancing the visual identity and market positioning.
• Lead Generation: Achieved a significant 46% increase in lead generation year-to-date, showcasing the effectiveness of implemented strategies.
• Portfolio Growth: Managed a portfolio with a value exceeding 3 million, demonstrating business growth and financial acumen.
• Agency Management: ranging from media/creative to boutique specialists.
• Omni-Channel Implementation: Introduced omni-channel and cross-channel marketing into the business, ensuring a cohesive and integrated customer experience.
• Salesforce Marketing Cloud: Pioneered the introduction of Salesforce Marketing Cloud, streamlining operations and enhancing marketing efficiencies.
• Collaboration Breakdown: Ensured a breakdown of silos within departments, fostering collaboration and efficient workflows.
• Social Media Impact: Led social media campaigns that doubled audience, engagement, and brand sentiment withinvira

Mar 2010 – Oct 2013 · 3 yrs 7 mos · Sydney, Australia

• As the Digital & eCommerce Sales/Marketing Manager for a prestigious luxury designer retail company, I played a pivotal role in shaping and executing digital marketing strategies for renowned brands such as Diane von Furstenberg, Collette Dinnigan, and Alex Perry, both through our e-commerce platform and owned storefronts.
• Key Contributions:
• Strategic Leadership: Fully accountable for developing and executing comprehensive digital marketing strategies, focusing on new customer acquisition and existing customer retention. Led the charge in implementing best practices for optimal conversions.
• Customer-Centric Approach: Driven by a profound understanding of WHO we market to and WHY, I crafted and executed initiatives that resonated with our target audience.
• Multifaceted Management: Managed online acquisition, retention, and reactivation initiatives, covering diverse channels such as Email Marketing, SEM/SEO, Display Media, Affiliate Outreach, Social Media, Consumer Insights/Customer Behavior Analysis, and Strategic Partnerships.
• CRM Expertise: Identified CRM needs and collaborated closely with the Ecommerce/CRM team to segment customers effectively. Activated plans, reviewed results, and optimized future campaigns based on insights.
• Data-Driven Analysis: Generated ongoing reporting and analysis for all digital marketing and CRM activities. Interpreted customer behaviour, sales data, social data, and CRM data to derive actionable insights.
• Cross-Functional Collaboration: Collaborated seamlessly with counterparts in other regions, sharing best practices and contributing to a cohesive global strategy.
• Stakeholder Engagement: Collaborated with internal and external departments and vendors, including Global Marketing, IT, Finance, Customer Service, agencies, and consultants.
• Innovation & Awareness: Maintained awareness of industry-leading solutions, approaches, and technologies, ensuring the continuous evolution of our strategies.

Dec 2007 – Jan 2009 · 1 yr 1 mo · Ireland

• As a dynamic Business Development Manager during my graduate experience, I had the privilege of contributing to the strategic development, brand management, and sales execution for Independent News and Media's digital brand, PropertyNews.com.
• Key Contributions:
• Strategic Marketing and Sales: Led initiatives to devise impactful marketing and sales strategies, creating brand awareness and maximising sales for PropertyNews.com.
• Insights and Opportunities: Played a pivotal role in uncovering valuable insights and opportunities within the digital ecosystem through comprehensive market research. This included understanding the competitive landscape and the evolving market dynamics.
• Stakeholder Engagement: Facilitated strategic planning days involving key business stakeholders, fostering collaborative efforts to drive business objectives.
• Corporate Account Portfolio: Successfully created and managed a portfolio of new corporate accounts, developing long-term relationships with target clients. This involved managing high-profile projects and laying the foundation for future sales.
• Account Planning and Development: Developed and executed account plans and development strategies within defined geographical areas, ensuring a comprehensive approach to sales growth.
• Professional Presentation: Presented the company in a professional manner through quality presentations, consistent follow-up, and exceptional sales services.
• Contract Compliance: Ensured compliance with company standards by reviewing all incoming contracts and inquiries before acceptance.
• Advertising Campaigns: Initiated and developed new advertising campaigns within my region, contributing to the brand's visibility and market presence.
• In this graduate role, I honed my skills in business development, market analysis, and strategic planning.