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Marble Surface



2021 - Present



SASS Technology platform in the Disability sector

250+ Employees

Reporting into COO

5 Direct reports


  • Responsible for 4X growth metrics through digital advertising and digital experience 

  • Responsible for growth marketing and audience strategy including organic( Content/SEO/CRO) and paid digital growth, affiliate opportunities and other customer data related acquisition and reactivation projects

  • Management of MarTech roadmap

  • Partnering with CRM, Data and Product teams to develop audience segmentation approach for marketing to maximise conversion and ROI

  • Ownership of App acquisition strategy, both paid and ASO as well as onsite experimentation pipeline to maximise CRO

  • Improved website visibility by 20% through search engine optimisation strategies

  • Growth in house digital team from 3 people to 7 in 12 months

  • Managed the go to market plan and rolled out across all states

  • Management of budget across digital and marketing including being responsible for financial reporting to C-Suite and the Board

  • Reduced CPA across digital advertising by 20% to improve ROI 

2017 - 2022


Digital + Technology Collective
(formally AIMIA part of ADMA)


Australian Digital Association

200+ Employees

Sydney, Australia

  •  Growth of digital talent membership and reformatting the famous AMY awards to increase revenue by >30% through increased brand awareness and social followship  

  • Creating successful Digiday events to build brand and revenue and increasing Social following by 15%  

  • Redefining the brand and proposition of AIMIA while representing the Digital and Technology industry in Australia at board level.    

  • Management of the board and assisting the Chairman.  

  • Advisor to the Australian Government on how to develop Australia’s Digital Economy

2018 - 2020



Digital and Ecommerce Agency

4,000+ Employees

Reporting into GM - Marketing Solutions

9 Direct reports

Sydney, Australia 

  • Managing a full service Digital Marketing, Analytics and ECommerce agency while developing our value proposition around CX and UX/UI capability and introducing Human Centred Design thinking into our strategic capability

  • Increased Data Driven Digital Experiences by building a Data Analytics and Insights offering and capability to drive better online service design, Data Driven Digital Marketing and ECommerce Solutions.  

  • Building a data proposition around a proprietary data within a Data Management Platform to look to build audience segmentation and monetise our first party data.  

  • Managing end to end digital strategy for ECommerce solutions from discovery to build including UX, external systems integration (i.e. POS, Email marketing and payment gateways) and digital marketing    

  • Increasing revenue though the delivery and execution of the go to market strategy for digital and ECommerce product offering across online and offline channels as well as building brand equity and identity in market increasing brand awareness through social and PR by >40% by utilising informed analytics to drive smart marketing  

  • Executing marketing segmentation to develop growth opportunities across the business by leveraging insights to maximise digital touch points across customer journeys and productise offerings to clients as well as the B2B ECommerce marketing strategy to target B2B sales and partnerships

  • Driving revenue growth through new business for the digital agency while working alongside Sales and Product teams to operationalise the sales process.  

  • Respected keynote speaker and mentor while driving thought leadership within the digital industry and advocating for UX and Data Driven Experiences 

  • Building and launching pioneering Lasoo Voice application in partnership with Google and ownership of the digital product roadmap for Lasoo.  

  • Managing P&L across two businesses and owning the strategic roadmap for Digital, Data & Ecommerce.

  • Reduced cost by 15% through delivery efficiencies in offshore development team  Managing several business units to build an omnichannel offering in market including UX/HCD Design, CRO, SEO/SEM (Search Marketing), Email, Data & analytics, Ecommerce, web development, DevOps and delivery.  

  • Owning the onboarding of business intelligence tools and providing value add to clients via data and insights across catalogue, ECommerce and digital channels.  

  • Responsible for relationships with key vendors such as AWS, Google (BigQuery, Adwords, Analytics), Magneto, BigCommerce. 

2016 - 2018



Professional Services (HR Law)

800 Employees

Reporting into the Commercial Director

6 direct reports

Sydney, Australia 

  • Custodian of main revenue and growth channel through digital marketing generating over $4.5m revenue a month with an ad spend budget of $500,000 focusing on lead generation  

  • Working with Google Analytics and Kenshoo for bid management whilst bringing Paid Search capability in house within 6 months and grew in house capabilities across product design, UX, Lifecycle Marketing and digital marketing including SEO and Social audience marketing.  

  • Managed P&L as well as a large digital marketing budget with consistent positive ROI and growth of market share  

  • Key driver in the digital strategy and transformation for the whole company and sharing thought leadership across the global group with key engagement with the Solutions IT team to interpret strategic business needs from technology

  • Developed digital marketing efficiency with a Social, content and SEO strategy to drive organic growth to generate revenue numbers of $600,000 a month achieved by leveraging data insights and analytics  

  • Onboarded and championed Marketing Automation and lifecycle marketing through SalesForce Marketing Cloud by looking to operationalise sales across the acquisition and retention channels  

  • Developed strategy and on boarding new technology across digital marketing and lead nurturing campaigns through Marketing Automation to enable better conversations and demonstrate value consistently to existing clients as well as prospects defining both the B2B acquisition and retention strategy  

  • Managed all digital channels while driving innovative strategies to better utilise customer data and relevance through CRO, personalisation and retargeting.

2016 - 2016



Insurance Company

58,000+ Employees

Reporting to Chief Customer Officer

3 direct reports

Sydney, Australia 

  • Enhanced data and insights across the business to allow for better strategic direction on digital design projects  

  • Defined the B2C marketing strategy as well as being a main contributor to the innovation program delivering local digital strategy aligning to global digital roadmap  

  • Enhanced digital touch points based on customer data and behavioural analytics to drive marketing strategy  

  • Built key relationships between the business and technology/IT to ensure frictionless delivery of business needs and customer value  

  • Developed capability to execute on user experience and build of prototypes for customer testing and innovation  

  • Developed retail insurance digital experience with ECommerce capability to align with PCI standard

  • Contributed to the Innovation Framework and customer research strategy  

  • Provided ongoing digital consultation and support to the business to allow us to move to a customer centric, digitally enabled business  

  • Worked closely with internal and external partners to develop digital and data related marketing strategies to ensure initiative effectiveness and maximise ROI  

  • Developed retail channel online for new product through customer journey mapping and customer research to leverage design thinking and digital service design

2014 - 2016



Life Insurance Company

5,200+ Employees

Reporting to Chief Innovation Officer

0 direct reports

Sydney, Australia 

  • Redeveloped a traditional brochure-ware website to be adaptive responsive to provide a better user experience, increasing traffic by 80% increasing mobile engagement by 200%, community growth increased Facebook x10 - Twitter x6 - LinkedIn x2.

  • Developed a “Mid-Market” go-to-market digital strategy and enabling the straight through purchasing of policies online  

  • Developed key strategic insights based on customer touch points backed by data to inform more effective marketing strategies across the business  

  • Developed of “Voice for Life” content strategy and blog increased UV’s to 80K, creation of enterprise digital roadmap to align the business on digital activity and ensure rebrand was complaint to W3C best practice  

  • Championed Agile maturity across the business to operate SCRUM  Responsible for the management, development and implementation of Digital & Content strategy for as well as championing the role of digital within the business at a C-Suite level  

  • Successfully delivered the Enterprise Self Service and Enterprise Digital Transformation project while taking an active role in the development of customer journey mapping and digital design including the re-platforming of the current web experience into an award-winning website for best user experience.  

  • Managed the relationship across senior stakeholders, sponsors and Deloitte to get the best commercial outcome as well as ensuring full personalisation capability from persona development to deliver better customer value online  

  • Developed Data Driven Continuous Improvement program to ensure consistent data insights were applied to ongoing digital marketing strategies

  • Authored the key digital acquisition strategy for online at TAL while managing a “Direct to consumer” brand proposition for Digital to ensure commercial return on investment while ensuring customer centricity was core to what was delivered

  • Use of Sitecore 8 CMS, Social Listening, Adobe Experience Manager and Adobe Analytics to develop personalisation strategy




Interactive Multimedia 2:1

(BA Hons) Bachelor of Arts

Huddersfield, UK




Certified SCRUM Master (CSM)

Certified Product Owner (CSPO)

Sydney, Australia 


Design Kit: The Course for Human Centred Design (HCD)

Sydney, Australia 




Marketing Diploma

Sydney, Australia 




Mini MBA in Marketing (MBA)

Sydney, Australia 


Work Experience
Download CV


  • Ecommerce

  • Digital Transformation

  • Digital Marketing

  • SEO & CRO

  • Content Marketing

  • Leadership 

  • Data Analytics

  • SEM, PPC, Paid Social

  • Digital Strategy 

  • UX and CX

  • B2B and B2C marketing

  • Marketing Automation

  • CRM Marketing 

  • Persona Development

  • Customer Journey Mapping 

  • Email Marketing

  • P&L and financial management, forecasting and reporting

  • Stakeholder management 

  • Team management


  • Google Analytics

  • SiteCore

  • Ecommerce - Magento, Shopify, BigCommerce, WIX

  • Adobe Experience Manager

  • Salesforce CRM 

  • Salesforce Marketing Cloud

  • Web Server Admin

  • Adobe Analytics

  • Tableau

  • Lotame

  • CRO, A/B & MVT - Optimizley, AB Testy

  • Marketo

  • Word, PowerPoint, Excel

  • Hootsuite

  • Google Adwords

  • Facebook Ad Manager

  • Google Tag Manager

  • Agile



More than 16 years’ experience across data driven digital and marketing strategy and thought leadership spanning many sectors including Retail, Finance, Insurance and Banking

Delivered and executed eCommerce builds and growth strategy assisting SME to Enterprise level clients across Shopify, Magento and BigCommerce platforms for multiple D2C, B2B and B2C online retailers. 


Hands on Digital native and proven successful leader of digital, marketing and technical teams (SEO, SEM, Social, CRO, Data/Analytics, Developers, UX, Content and PR) with the ability to inspire as well as develop and execute strategic goals.


Successfully led and delivered Digital Transformation projects with development of the end to end digital product development including the launching, rebuilding and replatforming award winning websites with user journeys and personalisation as well as customer self service capability within the Financial Services sector.


Demonstrated track record in successful go-to-market strategies, business operations, financial and team management. A respected mentor and public speaker in the field of Digital and Marketing.


Planned and delivered end to end BTL data driven, multi-channel and multi-brand campaigns  targeting B2B and B2C.


Experienced in stakeholder management - internally & externally (agency), collaboration, influencing, and campaign management.


Delivered B2B and B2C marketing campaigns for Digital Adoption, Onboarding, Engagement, Relationship, Acquisition & Retention campaigns


Appointed Vice Chair of the Digital and Technology Collective (formally AIMIA, part of ADMA) since 2017 to represent the Digital and Technology industry in Australia at board level.


Experience with managing technology teams and high competence with agile methodology, JIRA & Confluence. (Certified Product Owner and Certified SCRUM Master).


Also holds a Bachelor of Arts majoring in Interactive Multimedia and has completed a Mini MBA in Marketing with Marketing Week.

Personal websites created - Personal online resume and portfolio - Ecommerce website for homemade luxury scented candles - Shopify ecommerce website for discounted boho female fashion

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