May 2024 – Apr 2025 · 11 mos · Sydney, New South Wales, Australia · Remote

Jan 2024 – Apr 2024 · 3 mos · Australia

Sep 2020 – Jan 2024 · 3 yrs 4 mos · Sydney, New South Wales, Australia · Hybrid

• ezyCollect is a B2B SaaS fintech in AR Automation & Digital Payments that's empowering business growth by eliminating late payments and enhancing digital payment experiences.
• Developed and implemented an integrated multichannel marketing strategy, resulting in
• ▪ 4x increase in lead volume,
• ▪ 73% reduction in the cost per acquisition for paid search,
• ▪ 2.5x increase in Sales Qualified Leads (SQL).
• o Formulated and executed an all-encompassing product marketing strategy, garnering PR coverage for new product launches and establishing a standardised launch template.
• o Built and implemented a churn prediction and customer segmentation model, enhancing upsell, cross-sell, and retention opportunities by 46%.
• o Initiated and produced the 'ezy Cashflow' podcast, targeting B2B financial insights and trends.
• o Implemented the Sandler System for the Sales Development Representative (SDR) team, achieving a
• 104% increase in average SQLs per SDR.
• o Devised and executed ROI driven events strategy leading to significant success in booked SQLs
• from events and brand exposure.

Feb 2018 – Jun 2021 · 3 yrs 4 mos · Sydney · Remote

• Z10 Consulting is dedicated to catalyzing business growth through strategic marketing and digital transformation, with a particular focus on Digital and eCommerce domains. Engagements are structured around tangible performance metrics- prioritizing action over motion.
• We collaborate with businesses and entrepreneurs who resonate with our values and where we identify the potential to catalyze significant transformation.
• / Optimized digital customer experience & digital marketing (both acquisition and retention);
• / Oversaw CRM/Database marketing for a Global Waste/Water/Energy brand, taking charge of the Voice of Customer/Customer Satisfaction and Net Promoter Score (NPS).
• / Engineered a notable ~100% surge in revenue for an e-commerce retailer by devising and implementing comprehensive digital marketing and performance media (Facebook advertising and remarketing) )strategies across the US, UK & AU markets, leading to ~5x increases in Conversion Rate through CRO and UX optimisation.
• / Delivered a significant ~137% increase in product conversions for a Software-as-a-Service (SAAS) proptech marketplace business through product marketing, analytics, CX and UX optimization, and management of digital/paid acquisition campaigns, A/B testing, and CRO.
• / Crafted and executed a strategic paid media and digital marketing plan for an events & property business, enhancing ROI, ticket sales & attendance for their 3-day events.

Jun 2015 – Feb 2018 · 2 yrs 8 mos · Sydney

• / Directed an all-encompassing Marketing and Branding strategy, leading a transformative shift towards digital platforms.
• / Successfully amplified Digital and Inbound revenue by nearly 600%, soaring from $350k annually to an impressive $2.4 million.
• / Headed an agile and high-performing team of 4 in marketing and inbound sales, implementing the Sandler Method for enhanced sales coaching.
• / Conceptualized and executed integrated Above-The-Line and Below-The-Line acquisition campaigns leveraging a mix of Social, Search, Content, TVC & Mass Media, PR, Events, and Remarketing.
• / Employed 'Growth Hacking' techniques to deliver a striking 100% year-on-year revenue growth with a positive ROI for Digital operations.
• / Orchestrated the successful international expansion of Cohen Handler into Singapore and Los Angeles markets.
• / Launched strategic brand extensions, namely 'CH Prestige' and 'CH Investment Club', diversifying revenue streams and enhancing the brand's prestige.
• / Transformed the marketing department into a profit center, enhancing reach, awareness, recall, and Word-Of-Mouth revenue, all while maintaining P&L profitability.
• / Championed B2B marketing initiatives targeting real estate agents and mortgage brokers, thereby bolstering our Corporate Partner division.
• / Held dual responsibility for Product Management & Product Marketing, leading the successful build and launch of www.auctionwiz.com.au, which achieved break-even within a mere 14 weeks.
• / Led the development and launch of an innovative edtech platform: www.buyersagentinstitute.com.au.

Jun 2013 – Jun 2015 · 2 yrs · Sydney

• Autogenie is an innovative startup revolutionizing the car buying experience for consumers. By leveraging a robust dealer network and a constantly evolving online portal, we are making the new car buying process seamless, affordable, and pressure-free, all while ensuring customer satisfaction with the Autogenie guarantee.
• / Held key responsibilities for P&L, Marketing, Branding, Product Development and Management, Customer Acquisition and Retention.
• / Dramatically improved EBITDA by 63%, driving profitability and operational efficiency.
• / Led a dynamic Autogenie team comprising 2 inbound sales and service members, 1 product lead, 1 Salesforce developer, and 6 product developers.
• / Boosted conversion rate by an impressive 102%, significantly enhancing customer acquisition.
• / Quadrupled Average Revenue Per User (ARPU) by implementing cross-sell strategies for Finance, Insurance, and Trade-Ins.
• / Developed and executed a successful API integration and strategic partnership with eBay Motors, broadening our reach and customer base.
• / Led an Above-The-Line (ATL) TV campaign aimed at customer acquisition, overseeing production and TV commercial creative.
• / Orchestrated an innovative PR campaign resulting in coverage by Channel 7 and Today Tonight, enhancing brand visibility.
• / Achieved a 47% reduction in Cost Per Acquisition (CPA) on Adwords by expanding long tail coverage to approximately 3000+ keywords.
• / Led B2B marketing efforts to strengthen dealer network relations through targeted emails, calls, and support event planning.
• / Successfully pitched and secured partnerships with 4 of the top 5 Automotive portals in Australia, expanding market presence.
• / Coached inbound sales teams using the Sandler Method to enhance sales effectiveness and team performance.

May 2011 – May 2013 · 2 yrs · Greater Sydney Area

• / Successfully managed Enterprise-Level Key Accounts, Affiliates, and Partnerships in Australia, New Zealand, and South Asia, driving substantial business growth and revenue from a $50 million portfolio.
• / Devised and implemented growth initiatives with both online and offline travel partners/B2B partners, catalyzing significant revenue increases.
• / Surpassed targets with stellar performance, achieving 112% of Margin Contribution (MC) target in Q1 2013, and 123% of MC target in Q2 2013.
• / Demonstrated consistent year-over-year growth in same store accounts, recording 36% top-line and 26% MC growth in 2012.
• / Achieved exceptional performance in 2011 with 160% top-line and 189% MC year-over-year growth in same store accounts.
• / Contributed to B2C marketing initiatives for retail brands and B2B marketing initiatives for travel agent partners.
• / Managed an impressive portfolio of enterprise-level key accounts including renowned brands such as Flight Centre, Quickbeds, Webjet, Jetstar, House of Travel, Excite Holidays, ClearTrip, Yatra, Travelguru, Hooroo, Lonely Planet/BBC, and AOT

May 2010 – Mar 2011 · 10 mos · Sydney

• > Running email marketing, lead gen and acquisition campaigns for clients (such as Travelzoo, Scoopon, DealsDirect)
• > Managed Ad operations team of 3
• > Turned P&L around to profitability within 6 months
• > Growth hacking through reducing CPAs & consumer marketing
• > 100% Quarter on Quarter Marketing Contribution growth through digital and operational transformation
• > Reduced costs and increased revenue by 100% through process efficiencies, analytics and managing partner relationships.

Jan 2009 – Mar 2010 · 1 yr 2 mos · Greater Sydney Area

• > Ad Sales, Product Marketing and Product Management for Bigpond Travel, Bigpond Health and Bigpond Dating verticals.
• > Growth hacking to drive consumer engagement and advertising revenue as well as transactional revenue
• > Achieved market leadership in Australia for Health, delivered 240% growth in ad revenue, developed new partnerships with Food Coach, Healthy Weight for Life, Biggest Loser, Guy Leech etc.
• > Relaunched Bigpond Travel in partnership with Expedia, grew from $100k run rate in previously to $2.5MN GBV in Year 1 after relaunch based on redesign & relaunch to increase conversion and ad revenue.
• > Created and implemented product build & product marketing roadmaps and strategy for Travel, Health and Dating verticals

Jan 2008 – Nov 2008 · 10 mos · Greater Sydney Area

• > Led Digital transformation for the business - moving to digital subscription from hard copy/print based subscription model
• > Growth Hacking, Branding & Marketing campaigns, product management & subscriber/customer acquisition and retention
• > Implemented a direct marketing retention campaign during the GFC which hit $1.3 Mn in sales, exceeding targets by 30%.
• > Managed adwords campaigns - increasing clicks by 32%, increasing CTR by 400% while reducing cost of acquisition by ~70%.

Jul 2007 – Dec 2007 · 5 mos · Mumbai, Maharashtra, India · On-site

• > Managing Cross Border Trade Category - Seller listing and sales among top sellers
• > Growth hacking the global trade opportunity with local sellers
• > B2B Online Marketing and Direct Marketing to global Sellers - AU, US, DE, UK, EU
• > B2B Seller Retention, Scaling and Acquisition in unsited South Asia markets - Pakistan, Bangladesh, Nepal, Sri Lanka
• Conceived and executed a team building program, eBay Olympics, for the annual offsite.

Aug 2006 – Jun 2007 · 10 mos · Mumbai, Maharashtra, India · On-site

• > Product Marketing of eBay features and tools for listers and sellers - encompassing large scale B2B for key accounts and B2C for first-time sellers
• > Created and implemented a conversion elasticity based pricing model for eBay listing features and tools (global first)
• > Implemented listing fee for the local marketplace which increased site conversion 5x & achieved 104% of revenue targets Q406 – Q207,
• > Responsible for product marketing, CRM and evangelising/onboarding eBay.in listing features and tools among the eBay.in top, medium and new sellers
• > Winner, Case Study Competition at eBay Global Marketing College in San Francisco

Jul 2005 – Aug 2006 · 1 yr 1 mo

• > Analytical & GTM Consulting for consumer goods (Unilever - Foods, Toothpaste,Detergents; Colgate etc) - Building and running predictive analytical models simulating GTM to forecast year 1 revenue for new consumer products - including distribution, GRPs and promotions
• > Predictive Analytics on new FMCG product/new brand/line extension launches for Unilever Oral Care, Detergent and Food categories
• > Managed the campus recruitment program

May 2004 – Jun 2005 · 1 yr 1 mo

• First local analyst hire - supporting the establishment, growth and scaling of the BASES India business - supporting the ex-pat business head.
• > Analytical Marketing Consulting - running predictive analytical models simulating consumer demand and marketing activity - including distribution, GRPs and promotions
• > Predictive Analytical Consulting on new FMCG product/new brand/line extension launches for Unilever Oral Care, Detergent and Food categories
• > Client & Account Management: Accountable for end to end project management of client research projects from initial briefing and proposal to questionnaire design, analysis, recommendations and client presentation
• > Devised and implemented methodology for applying the BASES Analytical Forecasting Model for launches of new products and brands in rural India

Apr 2003 – Apr 2004 · 1 yr

• > Product Management for the $155 MN Television Product Portfolio, 70% of Onida's turnover.
• > Developed and launched the Oxygen brand of televisions
• > Conceived, developed and launched the iControl – India’s first LCD remote for televisions.
• > Responsible for New Product Development from Concept to in-market launch and stability for all within the portfolio for 2003 and 2004 (development and launch of 17 products/models)
• > Support B2B marketing for sales teams to dealer network for product launches, collateral, pricing and promotions

Sep 2002 – Mar 2003 · 6 mos

• > Product Management for the $50 MN KY Thunder Television Product Portfolio, 50% of Onida's Marketing Contribution
• > Achieved market leadership in the 14”, 21” premium and the 29” premium television segments
• > Successfully completed TQM project on cycle time reduction for new product development, resulting in ~30% reduction in product development lead time

May 2002 – Aug 2002 · 3 mos

• Managed sales and revenue through the retail network for (Chennai / Cochin), development and execution of sales initiatives and managing key dealership accounts

Apr 2001 – Jun 2001 · 2 mos · Bangalore Urban, Karnataka, India

• Taj Mahal Tea: Recommended a new brand ambassador for Taj Mahal based on primary and secondary research, brand personality and brand strategy.

Oct 1997 – Nov 1997 · 1 mo · Ahmedabad, Gujarat, India · On-site

• Summer Intern - The Resource Centre, Mudra Ahmedabad.
• Worked on a project, demand estimation for GNFC

Sep 1996 – Oct 1996 · 1 mo · Ahmedabad, Gujarat, India · On-site