Experience

2XU

• Australia
• Sporting Goods Manufacturing
• 100 - 200 Employee

• Global Ecommerce Manager

  • May 2022 - Present

  Melbourne, Victoria, Australia Reporting directly to the VP of Digital, and previously the CEO, I hold the pivotal role of overseeing the global eCommerce operations and strategies for 2XU. My responsibilities encompassed: Strategic Development & Execution: Designed, owned, and executed a dynamic, high-growth global eCommerce strategy, ensuring that both trading and tech development roadmaps were adhered to and met. Performance Analysis: Presented regular reports and comprehensive analyses to the leadership… Show more Reporting directly to the VP of Digital, and previously the CEO, I hold the pivotal role of overseeing the global eCommerce operations and strategies for 2XU. My responsibilities encompassed: Strategic Development & Execution: Designed, owned, and executed a dynamic, high-growth global eCommerce strategy, ensuring that both trading and tech development roadmaps were adhered to and met. Performance Analysis: Presented regular reports and comprehensive analyses to the leadership team, ensuring transparency and providing insights into our digital performance metrics and areas of improvement. Partner Collaboration: Engaged proactively with our global distribution partners, with the goal of optimizing their trade performance. This involved providing them with vital reports and analytics, as well as offering insights that could drive their sales higher. Team Leadership: Led a robust team comprising eCommerce coordinators and customer support representatives, fostering a culture of collaboration, innovation, and dedication to excellence. Agency & Internal Collaboration: Collaborated closely with external development agencies and our in-house creative team, aiming to continually enhance our customer's online shopping experience on our Shopify Plus platform. KPI Management: Diligently monitored and ensured that critical KPIs such as revenue forecasts, tech roadmap completion, conversion rates, average order values, and customer lifetime values were consistently met or surpassed. Show less



New Balance

• United States
• Sporting Goods Manufacturing
• 700 & Above Employee

• eCommerce Marketing Manager - Australia & New Zealand

  • Jan 2021 - May 2022

  Melbourne, Victoria, Australia At New Balance, I spearheaded the design and execution of comprehensive acquisition strategies across all digital marketing channels for the Australia and New Zealand regions. My role encompassed: Strategic Development: Pioneered and nurtured innovative acquisition strategies tailored to the unique needs and opportunities within the Australia and New Zealand markets. Digital Marketing Mastery: Leveraged deep expertise in digital marketing to drive impactful campaigns across key… Show more At New Balance, I spearheaded the design and execution of comprehensive acquisition strategies across all digital marketing channels for the Australia and New Zealand regions. My role encompassed: Strategic Development: Pioneered and nurtured innovative acquisition strategies tailored to the unique needs and opportunities within the Australia and New Zealand markets. Digital Marketing Mastery: Leveraged deep expertise in digital marketing to drive impactful campaigns across key channels including paid search, paid social, and email marketing. Alignment with Global Vision: Collaboratively worked within the parameters of New Balance's global marketing directives, ensuring consistency while allowing room for regional customization. Agile Strategy Creation: Recognizing the ever-evolving nature of consumer behaviors, I adeptly devised "off-gameplan" strategies, enabling us to swiftly seize commercial opportunities arising from emerging consumer trends. Show less



STL Tones

• Australia
• Software Development
• 1 - 100 Employee

• Ecommerce & Digital Marketing Manager

  • May 2018 - Feb 2022

  Nashville, Tennessee, United States Providing bespoke digital marketing and analytics services with the goal of growing revenue. Using a hands-on approach to drive revenue by owning product analytics & reporting, driving traffic to the STL Tones websites (social, paid search & email), and onboarding users to the STL Tones product ecosystem. STL Tones is a Nashville-based company that sells music software (plugins) to artists and producers. My role was freelance on an ongoing monthly retainer based out of Melbourne, Victoria.



Evolution 7

• Australia
• Technology, Information and Internet
• 1 - 100 Employee

• Digital Strategist & Analyst

  • Jul 2018 - Jan 2021

  Melbourne, Australia Analyse user behaviour and customer journeys to propose new creative ways for clients to engage with their users online. Ensure performance tracking across multiple platforms, define KPIs, setup tracking infrastructure, provide monthly reporting & develop roadmaps for testing and optimisation that drive business for clients. Create and present digital marketing plans, campaigns and strategies to our clients, and provide guidance across the range of digital tactics with the aim to positively… Show more Analyse user behaviour and customer journeys to propose new creative ways for clients to engage with their users online. Ensure performance tracking across multiple platforms, define KPIs, setup tracking infrastructure, provide monthly reporting & develop roadmaps for testing and optimisation that drive business for clients. Create and present digital marketing plans, campaigns and strategies to our clients, and provide guidance across the range of digital tactics with the aim to positively impact their business. Conduct quantitative and qualitative primary and secondary research to gain clear, polished insights, using tools such as web and social analytics, in-depth interviews. Clients included: Grill'd, Health Partners, National Gallery of Victoria, Abercrombie & Kent, Jean Hailes, APRA AMCOS, Clean Energy Council, and others. Show less



Simba Sleep

• United Kingdom
• Retail
• 1 - 100 Employee

• Digital Marketing Manager - Australia

  • Feb 2018 - Jul 2018

  Melbourne, Australia



UNIFIED Music Group

• Australia
• Musicians
• 1 - 100 Employee

• Digital Marketing & Events Manager

  • Jul 2016 - Feb 2018

  Melbourne, Australia UNIFIED Merchandise Services offer world-class direct to customer e-commerce and online creative services for a range of brands and clients. We own and operate several Shopify stores: 24Hundred, Sony Music Australia (The Music Vault), Warner Music Australia (Maniacs Online, Warner Music Australia) and STL Tones. UNIFIED Merchandise Services is owned by UNIFIED Music Group, which also offers a wide range of artist services including management, record labels, touring and… Show more UNIFIED Merchandise Services offer world-class direct to customer e-commerce and online creative services for a range of brands and clients. We own and operate several Shopify stores: 24Hundred, Sony Music Australia (The Music Vault), Warner Music Australia (Maniacs Online, Warner Music Australia) and STL Tones. UNIFIED Merchandise Services is owned by UNIFIED Music Group, which also offers a wide range of artist services including management, record labels, touring and publishing. Responsibilities included: Buying and optimizing media across all relevant platforms for all UNIFIED Merchandise Services clients, brands and artists (Facebook and Google Advertising Networks). Reporting and post-marketing campaign analytics (Google Analytics, Shopify Analytics). Managing and overseeing sales for all online stores, ensuring monthly sales targets are met. Coordinate, write and schedule engaging content for products/brands/artists across organic and paid social media platforms. Managing EDM campaigns and automation to drive sales, new releases and ensure customer retention (Mailchimp). Coordinate product and promotional photography with an in-house photographer, advising on content best practices and managing time schedules.

• Digital Marketing Coordinator

  • May 2014 - Jul 2016

  Melbourne, Australia