Experience

City Venue Management

• Australia
• Recreational Facilities
• 100 - 200 Employee

• Digital Marketing Manager

  • Aug 2020 - Present



ANC | Australian NaturalCare

• Australia
• Wellness and Fitness Services
• 1 - 100 Employee

• Digital Manager

  • Apr 2014 - Aug 2020

  Marketing: Full year marketing planning and execution for the digital channel. EDM – budgeting, planning, content creation, segmentation, build and send. Planning, creating and implementing SEO, PPC, acquisition, remarketing and social campaigns with partner agencies. Merchandising and product demand planning. Working with suppliers and stockists to plan coordinated promotions. Analysis: Using GA and other reporting tools to analyse website performance and use those results to create and execute promotions – while continually improving customer experience and personalisation. CRM: Identifying customer journey, creating automated marketing campaigns for acquisition and retention of the customer base using lead magnets. Content: Content planning, creation and marketing for publication across multiple platforms.  Increased website revenue every year including by 20% YOY last financial year.  Developed successful acquisition, retention and automated customer journey programs – leading to increased customer engagement, conversion rates and average order value, and reduced unsubscribes. Doubled active customer base in the last 3 years.  Continually evolved marketing practices, closely following changes to available channels, technologies and trending topics. Our latest Instagram influencer campaign generated over $100K in revenue and 2000 new customers this year. Show less



ANC | Australian NaturalCare

• Australia
• Wellness and Fitness Services
• 1 - 100 Employee

• eCommerce Project Manager

  • May 2012 - Apr 2013

  Project managed the launch of an ecommerce website for the company, who previously had no ecommerce capabilities. Included budgeting, requirements gathering, scoping, project management – daily liaison with development agency - and testing of website. Assisted in the setup of complex data transfers. Executed and communicated a brand refresh for the whole company. Planned the online marketing strategy for the website including using appropriate SEO and PPC techniques. Selected and implemented the EDM system including email automation programs and product recommenders.  Successfully launched the ecommerce website, meeting business requirements, on time and to budget.  Executed PPC, SEO and EDM functions of the website to maximise traffic and revenue.  Created a brand identity that was adopted company wide and improved overall customer experience. Show less



Cellarmasters

• Australia
• Retail
• 1 - 100 Employee

• Online Business Analyst

  • Jun 2010 - May 2012

  Analysed website performance using Coremetrics to determine areas for improvement. Scoped and documented business requirements, created UI, wireframes and sitemaps. Worked across all levels of the business - managed several different projects at one time, scheduling project teams based off requirements and business priorities. Created project plans and timelines, briefed developers and designers, ran projects to schedule and budget. Advised on online marketing techniques.  Launched 6 major and multiple minor projects across the Cellarmasters group in 2 years working with both internal and external development teams and clients.  Lead the Cellarmasters and NZ Wine Society relaunch which led to an immediate lift in cart size (0.15 cases/order) and cart conversion increase from 6.7%-7.7%.  Played a leading role in launching a brand-new business for the group – from idea inception to launch. The project was extremely complex with 4 different agencies involved and I managed the activities day to day. Show less

• Marketing Manager - Outbound Planning

  • Jan 2008 - May 2010

  Responsible for the marketing plan for the outbound channel (worth $40mil revenue a year). Demand planned products for the entire upcoming year, taking into consideration current and seasonal trends within the wine market. Accurate forecasting for the channel and reporting back to the business. Created and implemented campaigns for the outbound sales team including creating briefs, choosing products and prices and reviewing campaign success on an hourly basis. List selection, based off demographic and purchase behaviour. Carefully assessed gross margin to ensure we were meeting and exceeding our targets. Analysed hourly, daily and weekly reports to ensure the outbound department were on track to meet forecast. Implemented ‘save’ strategies such as competitions, new products, upsells or changes to call list if we fell behind.  Implemented full year demand/marketing plan for the first time in the channel’s history.  Successfully met sales and margin targets even after difficult trading conditions. Highest monthly revenue for the outbound channel as a consequence of effective briefs and pricing strategy.  Implemented new pricing guidelines that effectively increased our gross margin per case without affecting revenue. Show less



Cancer Research UK (CRUK)

• United Kingdom
• Non-profit Organizations
• 700 & Above Employee

• Ebusiness Project Manager

  • 2005 - 2007

  Project management of web-based projects for the organisation, liaising between our internal clients and either external agencies or our internal development team. Management of project budgets (from £4,000 to £100,000) and timelines (from 3 weeks to 1 year); as well as all project relationships, advising clients on web principles and analysing requirements. Determined the best supplier for the delivery of each project. Advised clients how to best represent their information on the web. Responsible for maintenance and advice on payment gateways for 30 Cancer Research sites.  Delivered 4 high profile web projects and assisted on numerous others, including a large range from extremely functional to design focussed sites.  Every project I worked on exceeded success criteria, one doubled predicted income targets to £138,000 whilst keeping costs at the same level, achieving an ROI of 6.9 Used specialist usability knowledge to delivery high quality websites and on one increased conversion by 40% bringing in income in excess of £40,000 per month. Show less

• HR Directorate Administrator

  • 2004 - 2005

  - Marketing of and administration support for the Human Resources Department. - Shared responsibility for office management and departmental budget.- Provision of support for the annual salary review.



IBM

• United States
• IT Services and IT Consulting
• 700 & Above Employee

• Operations Assistant

  • Jul 2001 - Jul 2002

  - Compiling the annual business plan for my team, running weekly budget reports and providing our team administration support. - Compiling the annual business plan for my team, running weekly budget reports and providing our team administration support.