Mar 2023 – Present · 3 yrs 2 mos · Adelaide, South Australia, Australia · Remote

• Helping brands navigate brand health tracking in a packaged and affordable way.
• All the good stuff, with none of the fluff.
• Tired of the 200 page report? Send me a message.

Sep 2021 – Mar 2023 · 1 yr 6 mos · Adelaide, South Australia, Australia · On-site

• Lead research capabilities for global clients, running end to end from survey design to tech implementation and explanation of results with attention metrics and brought new understanding of attention and how it applies to advertising and media at large.
• Key achievements:
• Lead 17 major research projects in 10 different countries for more than 30 global brands presenting research finding and applications for each brand and ensuring consistency of message to each outcome.
• Created and published new findings for the attention economy in advertising including the hierarchy of attention and the attention elasticity.
• Pioneered new measurement techniques in attention to advertising and how it can be applied to existing media buying practices for the OMD Global
• Set Shell Global media budget using Excess Share of Voice adjusted using attention data for a 5 year media plan to grow

Oct 2019 – Sep 2021 · 1 yr 11 mos · Sydney, Australia

• Taking an evidence-based approach to media and marketing to improve business outcomes for clients. Showing how marketing concepts apply to their own situations and proving outcomes using their own data.
• Key outcomes:
• Evaluate research and survey design for brand trackers to ensure insights and messaging are accurate and communicated effectively to stakeholders
• Create new survey design approach to help brands measure and build Mental Availability catering for Category Entry Points and measured a brands Distinctive Assets
• Helped Foxtel launch Binge into the Australian market working closely with The Hallway

Aug 2018 – Sep 2019 · 1 yr 1 mo

Aug 2016 – Aug 2018 · 2 yrs

• Brought Paid Search in-house from agency partnership.
• Bringing large scale experiments to digital media buying and creating incremental returns for IAG. Focus on Paid Search experiments for sales and brand uplift in TrueView.
• Key achievements:
• Brought Paid Search in-house within 8 days of starting
• New approach to how Brand Search was managed, proved and validated through experiments with in-house data science team saving 30% of Paid Search investment
• Year on Year results 158% increase in policies sold with 35% reduction in CPA through generic search categories (sales that are not branded)
• Lead experimentation framework for Paid Search and validate through data science.

Jul 2015 – Aug 2016 · 1 yr 1 mo

• Provide day to day support for Search Specialst and Client Advisory Manager
• Compile data for ad hoc reports as required
• Develop and analyse metrics for reports to gage success of advertising campaigns.
• Work closely with Client Advisory Manager & Search Specialist on developing paid search strategies for providing the best solution for clients
• Responsible for implementation and management across paid search portfolio (Paid Search, Display, Mobile) budgets

Dec 2014 – Jul 2015 · 7 mos

• Building of Paid Search Campaigns
• Keyword research
• Creative builds (Adcopy & extensions)
• Account budgeting and pacing
• Ongoing account optimisation