About me
Talent-Driven Digital Marketing Expert Delivering Business Success through Hands-On Strategy Implementation, Technical Expertise, and Team Development.
I am a hands-on digital marketing expert, skilled in executing acquisition and retention strategies, fostering cross-functional teams, and implementing emerging technologies. Specialising in aligning digital strategies with business objectives, I focus on talent development and team empowerment. As a people person, I excel at building and leading high-performing teams, developing their capabilities to achieve their full potential.
Experience
Founder
The Marketing Idealists
May 2020 – Present
Led end-to-end freelance digital consultancy, The Marketing Idealists, to define client goals, grow digital footprint and create long-lasting digital solutions. Implemented hybrid SEO solution, “The Search Power”, to analyse website ranking, traffic, and keyword cost.
Highlights
- Provided comprehensive digital marketing and web development services to digital agencies
- Launched The Search Power, a successful SEO SaaS product
- Achieved 20% growth in website traffic through successful SEO optimization and PPC campaigns
- Revitalized website design using user-centric principles, leading to 25% growth in user engagement and a 15% decrease in bounce rate
- Executed a website performance optimization strategy, reducing page load time by 50% and increasing website traffic by 20%
- Designed a personalized and smooth user experience, resulting in a 15% rise in customer satisfaction and retention.
head of digital marketing
DGR Media Pty Ltd
Jun 2022 – Nov 2022
I headed the launch of Bestpicks, the first brand to launch under DGR Media, a content and sports tipping company in the USA. Utilising effective communication and strategic leadership, I successfully launched the Bestpicks brand, website and MarTech.
Highlights
- Guided the creation of the brand story and identity for the launch of the Bestpicks product
- Designed and executed a sales funnel strategy with agency partners
- Chaired the mapping of the complete customer journey to enhance user experience
- Headed the development of the Bestpicks website and complete MarTech suite using HubSpot
- Oversaw the formation of financial budgets and marketing spend, ensuring it aligned with projected revenue.
Responsibilities
- Develop and deliver Go-To-Market strategy for Bestpicks (subsidiary of DGR Media)
- Accomplish marketing strategies by determining accountabilities; communicating and enforcing values, policies, and procedures; implementing recruitment, selection, orientation, training, coaching, counselling, disciplinary, and communication programs; planning, monitoring, appraising, and reviewing job contributions; and planning and reviewing compensation strategies.
- Develop organisational strategies by contributing marketing information, analysis, and recommendations to strategic thinking and direction, establishing functional objectives in line with organisational objectives.
- Partner with the CEO on all marketing and strategic issues as they arise; provide strategic recommendations to the CEO based on marketing analysis and projections, cost identification and allocation, and revenue/expense analysis.
- Participate in the ongoing strategic planning process as an integral member of the senior management team.
- Oversee long-term budgetary planning and cost management in alignment with ‘Your Organisation’s’ strategic plan.
- Engage senior management and department heads to align marketing strategy with short and long-term financial planning and projections.
- Review all formal marketing-related procedures, processes, and administration, recommending improvements to the systems in place and managing the systems going forward.
marketing manager, direct communications
Crown Resorts
May 2021 – Jun 2022
At Crown Resorts Limited, Australia’s largest gaming and entertainment group, I was responsible for leading, developing and implementing marketing communication strategy across Crown Melbourne and Sydney properties, including e-commerce, restaurants, hospitality venues, and retail outlets.
Highlights
- Reduced costs by ~$1.2M by developing customer journeys and a content strategy that boosted engagement and conversions.
- Developed a strategic communication plan aligned with business objectives and led the team to execute 100+ email campaigns and multiple variations of quarterly Direct Marketing campaigns.
- Led a team of three in executing a high-volume Direct Communications Plan (Email, Direct Mail, SMS, Push) for Prospects and Rewards Members, resulting in a 20% increase in open rates and conversions.
- Implemented a “test & learn” framework to optimize direct communications, resulting in a 10% increase in customer engagement and satisfaction.
- Collaborated with campaign/product teams to deliver high-quality content, resulting in a 15% increase in customer retention.
- Prepare and execute direct marketing strategy to introduce Crown Sydney high-end restaurants (Oncore, Woodcut and A’Mare), generating ~$1.2M in revenue via pre-booked dining packages
- Ensured Crown brand consistency across all platforms and properties.
- Managed the budget portfolio of $3M to meet financial and marketing goals.
Responsibilities
- Develop customer lifecycle journeys and develop an overall content strategy
- Develop the strategic communication plan to roll up to overarching business
- Lead a team of three to deliver day to day operations of a complex, high volume Direct Communications Plan (Email, Direct Mail, SMS, Push) for Prospect and Rewards Member audiences, across Melbourne and Sydney properties
- Leverage data driven insights to continuously enhance communication assets
- Work with campaign/product teams to deliver high quality campaign coverage that maximises customer engagement
- Ensure Crown brand alignment and consistency across all platform communications and Crown properties
- Budget portfolio management
Group Digital Marketing Manager
Zenitas Healthcare
Aug 2019 – Apr 2020
As the digital marketing head for Zenitas Healthcare, a leading community-based health care provider with an estimated net worth of $200M, I led the creation and execution of the digital marketing strategy. I also built a team, enhanced service capability, and set KPIs, coordinating and overseeing all aspects of the digital marketing plan.
Highlights
- Led the building of a 2 FTE team to enhance commercial outcomes, resulting in a 25% rise in new patients, 10% revenue growth of ~$20M, a 30% surge in positive digital reviews, and the successful recruitment of over 100 support workers in 4 months.
- Headed the preparation and execution of the SEO and SEM strategy that contributed to a 70% surge in total web traffic.
- Pioneered the creation, implementation, and commercialization of digital telehealth services.
- Built and directed a centralized digital department to support business transformation, marketing, and service capabilities.
- Devised personalized nurture and drip marketing programs using Salesforce Marketing Cloud to increase patient demand generation and engagement.
Responsibilities
- Design, develop and lead each brand’s marketing vision and implement the digital strategy including the development of new business processes and systems to support objectives.
- Build and manage digital activities using social, SEO, SEM, content and email with the goal of optimising the customer journey. Plan and optimise an ‘always on’ search strategy.
- Implement marketing automation tools (Marketing Cloud) and create user journeys and campaigns that improve customer experience, retention & cross selling.
- Rebuild all branded websites to support D2C and D2B markets
- Devise ongoing strategies to improve the user experience and engage customers across all stages of the marketing funnel with a focus on improving conversion rates through each funnel stage.
- Evaluate campaign performance, share learnings and best practice with business units.
- Provide timely post campaign reporting and analysis and ensure learnings are actively applied to future activities to maximise return on investment.
- Establish digital marketing metrics and create dashboards to continually measure performance and align to business goals.
- Provide insights on emerging digital marketing trends and technology and champion adoption.
- Responsibility for managing relationships with business partners, key stakeholders and engaging in digital product development opportunities.
- Build, lead, manage and develop the digital team.
national digital marketing manager
McMillan Shakespeare Group
Jun 2018 – Jul 2019
McMillan Shakespeare Group (MMS) is Australia’s leading single source solution provider of salary packaging, novated leasing, consumer and fleet financing and management services. I led a digital team of 12 FTE and 40 digital assets that generated more than $30M in revenue and supported more than 10 million digital transactions. My responsibilities included strategy implementation and web development, all aimed at delivering a leading single source solution to clients across Federal and State Governments, major health groups, not-for-profit organizations, and private corporations.
Highlights
- Achieved remarkable commercial successes for the business as a leader of a 12-member FTE team, with a 25% surge in lead volume translating to $15 million in incremental revenue and a 31% YoY increase in sales volume.
- Contracted costs per lead and sale and accomplished digital transformation benefits totaling $2.3 million through coordination and regulation.
- Headed the overhaul of 8 brand websites and their re-platforming, re-organizing their infrastructure.
- Administered the implementation of the Adobe MarTech Suite to streamline operations.
- Originated and fashioned new digital products, including VR and AR interactive experiences, and coordinated their go-to-market strategy and execution with the team.
- Regulated the implementation of a business-wide chatbot, reducing operational expenditure by 10%.
- Secured a budget of $10M for digital initiatives
digital marketing manager
McMillan Shakespeare Group
Jun 2017 – Jun 2018
As a Digital Marketing Manager, I was responsible for elevating performance marketing initiatives for the MMS suite of brands. With our remarkable success, I was promoted into the national role.
Highlights
- Engineered and implemented a performance-driven marketing strategy, yielding a 30% rise in ROAS and a 20% boost in website conversions via optimization of SEO and SEM, A/B testing, remarketing, and conversion rate optimization.
- Crafted and executed nurture marketing journeys, resulting in a 15% surge in content engagement.
- Conceived and executed a successful lead generation program, surpassing MQL targets by 30%.
- Designed and executed a retargeting ad strategy that led to a 15% active user retention rate.
- Partnered with the Business Intelligence team to enhance internal reporting and consolidate metrics into a unified dashboard.
- Established new digital touchpoints and procedures for digital sales and service and instituted a company-wide Big Data program.
- Guided the successful implementation of over 200 email campaigns.
- Introduced the MMSG suite of brand’s social media channels (Facebook, Instagram, LinkedIn) and expanded Maxxia’s organic Facebook following by 15,000 in the inaugural year.
Responsibilities
- Develop digital marketing strategy, roadmap planning and implementation timeline for MMSG suite of brands
- Lead the digital team responsible for social media and content marketing, web analytics, SEO/SEM, direct marketing, campaigns and UX/UI design
- Targeted digital marketing strategy with a media spend circa $10mil
- Implementation of digital strategy (& framework) that supports specific data segmentation & personalisation across sales, service and marketing streams.
- Product Owner & Management of Consumer, Asset Management, Group Remuneration Services & Retail Finance.
- Digital transformation
- Design & development of all public and private digital assets (45 in total)
- Delivery of KPI’s including $85 mil revenue
- Full UX & CX deliverables
- Development and Design of new digital products to fulfil news points of differentiation for interactive experiences across Virtual (VR) and Augmented (AR) Reality – including the go-to-market execution of those products.
- Creation of new digital contact points and processes for digital sales and service touch points
- Implementation and execution of an enterprise wide ‘Big Data’ program
- Lead and develop the strategy to deliver an optimisation roadmap for metrics, analysis and conversion rate optimisation testing on digital marketing programs and sales campaigns
- Oversee all digital marketing activities to drive website traffic, user engagement and audience conversion
- Lead the digital attribution modelling that incorporates Omni-channel sales results
- Drive effective use of digital channel optimisation tools and techniques within the business
- Create visibility of the customer experience journey including paid, owned and earned traffic sources
- Identify marketing opportunities through insights and expertise, and work with stakeholders to effectively implement and leverage these opportunities
- Conduct competitive analysis with similar websites, benchmark capabilities and evaluate new market trends and online user behaviour to identify new optimisation opportunities
digital marketing manager
Moonee Valley Racing Club
Oct 2015 – Jun 2017
As the digital marketing manager for the Moonee Valley Racing Club, Australia’s leading night horse racing venue, I was primarily responsible for all the digital assets including strategy implementation, campaign management, and web development.
Highlights
- Achieved 110% increase in e-commerce channel revenue, growing it from sub $500K to $1.1M
- Generated $1.2M in revenue through successful pre-selling of Spring Carnival Dining Packages using SEO, SEM, social media, and Programmatic campaigns
- Boosted membership database by 7% and email engagement rate by 1.3% through effective campaigns
- Amplified social media following by 150%, growing it from 9,000 to 24,000
- Elevated MVRC customer database by 90% within 18 months through successful campaigns
- Prepared and executed over 250 email campaigns with a high success rate
- Headed the re-platform and redevelopment of the MVRC and Spring Carnival (Cox Plate) website to improve user experience, resulting in 27% increase in content engagement
- Segmented the database into refined categories for targeted advertising based on demographics, psychographics, and geographic segments
Responsibilities
- Manage SEO/SEM of the MVRC website and Cox Plate microsite including executing key word strategies.
- Manage the MVRC’s paid digital marketing campaigns and its sub brands which include, MV Gaming venues, Valley Events, Corporate Raceday Functions, Membership, Racing and Dining.
- Manage the development of the eCommerce store and with the maintenance between MS Dynamics CRM and the webstore.
- Management of the website and microsite servers, domains, SSL and database.
- Manage MVRC’s analytics account and report weekly to the Marketing Manager on the performance of the website, microsite, webstore and referral websites.
- Implement the MVRC email marketing plan ensuring all eDMs are on brand and come up with new innovative ways for MVRC to digitally communicate to our database.
- Increase traffic to the MVRC website and Cox Plate microsite to assist in driving sales across key products to meet revenue targets.
- Assist the Marketing Manager with all third party digital stakeholders and the web development team.
- Provide support to the Communications team by sharing insights from MVRC’s website performance and aid with planning better content for the website, social media and any other digital channels.
- Assist to grow MVRC’s customer database across Membership, Corporate and Gaming venue databases.
- In conjunction with the Marketing Manager and Communications team, help deliver the MVRC’s website and microsite content and imagery.
- Monitor and trouble shoot content and imagery for both The Valley website and Cox Plate microsite. Drive design and implementation of market research surveys to address existing business issues across all divisions of Moonee Valley Racing Club
- Derive business relevant conclusions from research and studies and effectively use them towards marketing plans
- Supporting the Media & Communications team to monitor social media and website content to make improvements in our content strategy
digital marketing consultant
Freelancing
Sep 2014 – Jul 2015
As the digital marketing manager for the Moonee Valley Racing Club, Australia’s leading night horse racing venue, I was primarily responsible for all the digital assets including strategy implementation, campaign management, and web development.
Highlights
- Re-branded the entire website resulting in increased engagement rate (11% uplift)
- Created an online revenue stream that contributed towards 15% of total bookings
- Managed the integration of the website with the online booking system
- Preparation and implementation of content marketing strategy
- Increased the traffic onto the website by continuous search engine optimization
- Creation of automated web analytics reports via Google analytics
- Online marketing through content marketing and social media outlets
- Creation and execution of print marketing collateral
Responsibilities
- Seeking out new opportunities for online marketing campaigns
- Ad hoc copywriting for print, social media and online publication
- End to End execution of marketing projects and campaigns involving ideation, creation of collaterals, distribution of collateral and evaluation of impact
- Regular maintenance of the website
- Analysing web traffic and providing reports on weekly basis
- Continuous review and active management of website and other online assets
- Execution of Search Engine Optimization on a continuous basis
executive analyst
Jetstar Airways
Feb 2012 – Nov 2013
As the digital marketing manager for the Moonee Valley Racing Club, Australia’s leading night horse racing venue, I was primarily responsible for all the digital assets including strategy implementation, campaign management, and web development.
Highlights
- Administer the CRM platform used by 200+ staff members
- Created a high-level document (user manual) for CRM
- Mapped out the customer journey, created workflows and drafted response for automated first touch response upon customer interaction online
- Prepared and managed the content of the customer care webpage on the internal communication channel, Jetstar Employee Network (Sitecore – CMS)
- Provided recommendations to boost the NPS (Net Promoter Score) rating
- Contributed in the development and redesigning of content on the Jetstar website
Responsibilities
- Administer CRM software including coordination of change requests, creating new users, updating templates and updating knowledge-base articles
- Creating reports on customer activities and interaction with the Jetstar website
- Liaise with external vendors on problem resolution
- Conduct UAT (User Acceptance Testing) and logging of improvements in JIRA (bug and issues tracker system)
- Create reports on CRM system improvement and enhancement of the Jetstar website to reinforce Jetstar brand values
- Update CRM database with the relevant compliance polices and report usage of the CRM database (per user/ system)
- Update CRM procedure manuals on regular basis
- 1st level support for CRM system
- Represent Jetstar through social media channels such as via Twitter and Facebook as well as respond to the public and media in compliance with Jetstar policies and procedures
- Reinforce Jetstar brand values, strengthen customer relationships with Jetstar, and maintain customer loyalty by identifying problems, investigating the issues and evaluating possible solutions to determine the best course of action
- Process claims in accordance with Jetstar policy and respond within compliance policy and guidelines
- Maintain customer relationships platforms, including databases (CRM) for managing and reporting on customer relationship activity
- Determine, analyse and report performance of the telephone reservations team, airport/ on-board customer service team and baggage services team
- Administer customer care web page on JEN (Jetstar Employee Network)
- Comply with corporate and departmental KPIs
- Comply with Qantas OH&S safety policies in the workplace
market research associate
Salmat
Jul 2009 – Feb 2012
As the digital marketing manager for the Moonee Valley Racing Club, Australia’s leading night horse racing venue, I was primarily responsible for all the digital assets including strategy implementation, campaign management, and web development.
Highlights
- Execution of consumer research project assigned by the head office
- Conduct quantitative research data to assist with loyalty programs
- Analyse the research data and report on the key findings
- Undertake competitive research and report on the activity
Responsibilities
- Execution of consumer research project assigned by the head office
- Conduct quantitative research data to assist with loyalty programs
- Analyse the research data and report on the key findings
- Undertake competitive research and report on the activity
I’ve gotten to work with some amazing brands!
Education & SKills
Skills
UX/UI Design
Product Strategy
Rapid Prototyping
Usability Testing
Information Architecture
Flatiron School
Full Stack Web Development
03/2012 – 07/2016
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University of California
BA Business Management
03/2008 – 07/2011
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