Experience

Good On You

• Australia
• Retail Apparel and Fashion
• 1 - 100 Employee

• Head of Product

  • May 2021 - 2 years 8 months

  Sydney, New South Wales, Australia Leading the product vision and growth for the world's #1 platform for sustainable fashion ratings. Owning the product roadmap and our team's execution from discovery to deliver across 3 core arms of the business: 1. Tech-driven brand rating system and sustainability data platform 2. SaaS products empowering the likes of Microsoft, Farfetch and Klarna with credible sustainability data to support their ecommerce platforms. 3. Consumer products and affiliate network simplifying… Show more Leading the product vision and growth for the world's #1 platform for sustainable fashion ratings. Owning the product roadmap and our team's execution from discovery to deliver across 3 core arms of the business: 1. Tech-driven brand rating system and sustainability data platform 2. SaaS products empowering the likes of Microsoft, Farfetch and Klarna with credible sustainability data to support their ecommerce platforms. 3. Consumer products and affiliate network simplifying sustainable shopping for millions of users on goodonyou.eco, the Good On You App and all across the world's first sustainability-led affiliate network.

• Growth strategy, analytics, monetisation

  • Apr 2019 - May 2021

  Sydney, Australia Growth strategy and processes, BI & analytics and building the world's first sustainability-first affiliate network for fashion brands and publishers.



Modpod.co

• Founder & Growth Leader

  • Nov 2014 - 9 years 2 months

  Greater New York City Area modpod.co Working on projects in digital strategy. Connecting the dots between technologies, marketing flows, analytics and growth loop development. Modpod is your interim head of growth to guide your channel strategy, acquisition and activation that inputs into finding product-market fit. I offer a holistic solution for bringing fresh digital projects up to first-class standard in product build, growth infrastructure (email marketing, analytics, SEM, SEO etc)., brand engagement, and… Show more modpod.co Working on projects in digital strategy. Connecting the dots between technologies, marketing flows, analytics and growth loop development. Modpod is your interim head of growth to guide your channel strategy, acquisition and activation that inputs into finding product-market fit. I offer a holistic solution for bringing fresh digital projects up to first-class standard in product build, growth infrastructure (email marketing, analytics, SEM, SEO etc)., brand engagement, and developing lean process. My experience has equipped me as the missing link in putting together all the pieces of a coherent, appealing, strategically sound digital puzzle. Looking for new puzzles to tackle. Show less



Bespoke Sound

• United States
• Music
• 1 - 100 Employee

• Advisor

  • Jan 2019 - 5 years

  Los Angeles, California, United States



Donkey Republic

• Denmark
• Consumer Services
• 1 - 100 Employee

• Chief Marketing Officer

  • Jun 2017 - Aug 2018

  Copenhagen Area, Denmark At Donkey Republic I led the user growth strategy for the company from user awareness to acquisition, activation, in-product engagement and retention. My analytical approach to growth has been instrumental in steering the organisation towards customer LTV across multiple user segments. I have ensured tracking and evaluation are central to my leadership in directing the focus of the team towards the most impactful work we can do under resource and time constraint. I functioned as the product… Show more At Donkey Republic I led the user growth strategy for the company from user awareness to acquisition, activation, in-product engagement and retention. My analytical approach to growth has been instrumental in steering the organisation towards customer LTV across multiple user segments. I have ensured tracking and evaluation are central to my leadership in directing the focus of the team towards the most impactful work we can do under resource and time constraint. I functioned as the product owner for the user experience through to first ride, as well as retention and referral. This created an important synergy in thinking through the user journey as part of a single story from brand awareness through to lifetime value. I am proud to be involved in a successful growth story. During my time with the Donkey Squad... - 360% yoy revenue growth. - 1180% total growth in trips. - Growth in return riders from 3-20%. - Product management for the redesign of www.donkey.bike focused on easier content management, branding, user flow from web>app and SEO. - Product management responsible for shaping a product shift to the local user segment. Launched, user tested, launched, iterated, and marketed a subscription product growing subscriber users from 0-30% of total usage in 1 year. - SEA expansion of 738%, adding 4 languages while increasing CTR by 426% and decreasing CPC by 20%. - SEO avg position on key search terms from 84.3 > 8.1, ranking 1st page for "bike rental" in all key cities. - Development of the bizdev and affiliate strategy for rider acquisition, growing that channel at 1.6x the aggregate growth rate. - Brand and awareness marketing reinvention, streamlining the production of brand design and content.

• Head of Marketing

  • Aug 2016 - Jun 2017

  Copenhagen Area, Denmark



gobox.dk

• Growth Lead

  • Sep 2015 - Aug 2016

  Planning and execution of all marketing efforts, with a strategic approach aimed at exponential customer acquisition and brand awareness. Ongoing refinement of the brand and communications feeds into a coordinated effort including SEO, PPC, content marketing, social media, marketing automation, strategic partnerships, media outreach, product design, optimisation and UX. Our digital strategy is developed with data at the centre. We have built a process for executing awareness, acquisition and… Show more Planning and execution of all marketing efforts, with a strategic approach aimed at exponential customer acquisition and brand awareness. Ongoing refinement of the brand and communications feeds into a coordinated effort including SEO, PPC, content marketing, social media, marketing automation, strategic partnerships, media outreach, product design, optimisation and UX. Our digital strategy is developed with data at the centre. We have built a process for executing awareness, acquisition and retention efforts to closely track effectiveness from #clicks on a campaign to CLV. Show less



Pine Tribe

• Denmark
• Book and Periodical Publishing

• Product Manager

  • Sep 2013 - Nov 2014

  Copenhagen Area, Denmark www.pinetribe.com My role at Pine Tribe entailed a hugely diverse and exciting portfolio of responsibilities including product development from the inception of the company, throughout the first year of growth. This included doing the original UX design and formulation of the web product, as well as managing the creation of brand identity, design and development for launch in late 2013. Subsequently I led a small team of freelance designers and developers managing iterative product… Show more www.pinetribe.com My role at Pine Tribe entailed a hugely diverse and exciting portfolio of responsibilities including product development from the inception of the company, throughout the first year of growth. This included doing the original UX design and formulation of the web product, as well as managing the creation of brand identity, design and development for launch in late 2013. Subsequently I led a small team of freelance designers and developers managing iterative product improvements, online marketing campaigns, and brand development. I launched myself into a great responsibility in this work and developed my skills in strategic product management and entrepreneurship by design. I strived to bring design-thinking, strategy and research into the fast-paced execution environment to develop the Pine Tribe brand and product as a well-formed wave growing every day. This required executing a vision with a talented, hardworking team, and leading my colleagues toward that vision. Show less



ModPod Creative

• Co-Founder / Partner

  • 2008 - 2014

  Melbourne, Australia www.modpodcreative.com.au ModPod Creative is an intermittent side project with myself and the wonderfully talented designer Nicola St John. We had many lengthy discussions and arguments about design and marketing for social change and put that into practice working with some great pro-social organisations. The idea is that these projects call for a unique approach to creativity and strategy which is outside of the regular media production machine. This work has developed my ability to… Show more www.modpodcreative.com.au ModPod Creative is an intermittent side project with myself and the wonderfully talented designer Nicola St John. We had many lengthy discussions and arguments about design and marketing for social change and put that into practice working with some great pro-social organisations. The idea is that these projects call for a unique approach to creativity and strategy which is outside of the regular media production machine. This work has developed my ability to drive projects forward with a clear strategic vision, dealing with the everyday challenges of tight resources, levels of collaboration, and selling our services. The greatest part of ModPod work is the nurturing of the creative process with a respected and respectful partner. Show less



Creative Activation

• Australia
• Marketing Services
• 200 - 300 Employee

• Account Coordinator

  • 2011 - Apr 2012

  Melbourne, Australia



Clemenger BBDO

• Australia
• Advertising Services
• 100 - 200 Employee

• Account Executive

  • 2011 - Dec 2011

  Selected for the highly sought-after Clemenger graduate program in 2011. In this work with the Clemenger Group I was exposed to strategy, account management, creative, and production of wide range of marketing and advertising activities, with diverse clients including Yellow Pages, Bupa, Coles, Disney, Carlton United Breweries, Australian Government Department of Communications, Mars, and SPC.



Porter Novelli

• United States
• Public Relations and Communications Services
• 700 & Above Employee

• Account Coordinator

  • 2011 - 2011

  Melbourne, Australia



University of Wollongong

• Australia
• Higher Education
• 700 & Above Employee

• Research Assistant and Tutor

  • 2007 - 2010



Sutherland Shire Council

• Australia
• Government Relations Services
• 300 - 400 Employee

• Marketing research consultant

  • Feb 2009 - May 2009



Ogilvy PR Australia

• Australia
• Public Relations and Communications Services
• 1 - 100 Employee

• Intern

  • Jan 2009 - Feb 2009