Experience

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  Cashrewards

  • Australia
  • Software Development
  • 200 - 300 Employee

  • Member and Merchant Marketing Lead

    • Jan 2024 - Present

    A member of the Cashrewards senior leadership team and a pivotal leader within the Digital Operations team, I set the strategic direction for all layers of member and merchant marketing activity and lead the thinking and design behind multi-channel campaign marketing. I lead a team of 3 direct reports to create and deliver the right marketing propositions to drive both valuable partner presence across owned channels, and member transactions via the Cashrewards platform. With responsibility for active users, frequency, and revenue goals, I operate cross functionally with Client Services, Product, Data, Engineering, Member Services teams to achieve success for the business.

  • Retail Marketing Lead

    • May 2023 - Jan 2024

    A key leader in the overall marketing team and broader Cashrewards business, I'm responsible for creating exciting initiatives that drive member engagement (active users and frequency), deliver on merchant objectives, and ensuring that every shop starts with Cashrewards.Achievements:- Developed the marketing strategy and managed activity rollout for the App and web platform’s brand-new gift cards offering to 2 million members. Resulted in a sustained 310% uplift in sales within the first month of launch.- Managed a team of 8 direct reports through a critical time of strategic change. Identified cross functional process inefficiencies and implemented solutions to drive revenue and gross profit.

• 

  Lendi Group

  • Sydney, New South Wales, Australia

  • Group Marketing Lead - Broker

    • Aug 2022 - Mar 2023
    • Sydney, New South Wales, Australia

    A respected and pivotal member of the marketing leadership team, I led a team of 7 direct reports, restructured and built an entire marketing services function in a complex merger environment, and introduced a new marketing operating model for hundreds of retail stores and thousands of independent brokers. I grew and maintained a collaborative team culture, whilst introducing a rigorous way to measure and manage actions, outcomes, and budgets, all whilst delivering ahead of expectations. Achievements- Led a team of 7 to deliver upon new ways of working, onboarding and introducing new scalable tools and campaigns to reach efficiency and budgetary targets. - Introduced and embedded a new marketing operating model into a large, multi-disciplinary business.

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  TPG Telecom

  • Sydney, New South Wales, Australia

  • Digital and Omni-Channel Marketing Manager

    • Aug 2020 - Mar 2022
    • Sydney, New South Wales, Australia

    In this role, I led the omni-channel acquisition activity for the customer lifecycle management (CLM) team, working closely with a cross functional team to plan and deliver communications to an owned base of over 1M customers with the aim of increasing net adds from the Vodafone range of services: mobile, tablet, internet, wearables.Achievements- Delivered with stakeholders an uplift of 20% in customer growth within the acquisition portfolio through delivery of Next Best Action programme.- Led a cross functional team to exceed sales forecast by 25% for the launch of the Vodafone’s inaugural 5G Home Internet product.

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  Vodafone

  • Sydney, Australia

  • CVM Channel Marketing Manager

    • Sep 2018 - Aug 2020
    • Sydney, Australia

    The focus of this role was to create opportunities for the outbound telemarketing team to generate growth from the existing customer base. Key member of the Customer Value Management (CVM) team accountable for the design and delivery of Vodafone’s key acquisition campaigns, their implementation and continuous improvement cycle. Achievements- Led, managed, and restructured call centre sales teams to deliver a sales uplift from target audience. Resulted in exceeding 200% uplift from control for additional services.- Boosted success of acquisition marketing campaigns through the outbound telemarketing channel by designing and introducing briefing sheets and scripts that produced more focused sales conversations.

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  Sony Mobile Communications

  • Customer Marketing Manager

    • Jan 2015 - Sep 2018

    This was a through-the-line leadership role that provided exposure to all marketing levers. I was responsible for all consumer-facing marketing/communications campaigns and strategic activities for the Sony Mobile brand and products. I developed, managed, and implemented digitally-led through-the-line creative propositions to include bought, owned, earnt media and assets, partner assets, PR and social media. Through-the-line planning and execution of go-to-market strategy, including Sony Mobile’s eCommerce presence, retention program, partnerships, events, management of all associated budgets and multiple agencies. Achievements- Developed, implemented and managed Sony Mobile’s first ever fully digital marketing plan, resulting in increased ROI per dollar spent and meeting of forecasts in a declining market. - Created the multi-channel customer retention strategy for Sony Mobile, including driving of customer engagement via ownership of the Xperia Lounge mobile app, resulting in the reversal of the decline in customer retention by 8% within a challenging and highly fragmented retail environment.- Initiated and managed brand partnerships and the Sony Mobile cross promotional calendar to exponentially increase audience reach and generate revenue in kind to the value of hundreds of thousands AUD per year for Sony Mobile, at no $ cost, including yearly audience engagement via the McDonald’s Monopoly promotion, partnerships with Sony sister companies Sony Electronics, PlayStation, Music, and Pictures.

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  Nickelodeon

  • Sydney, New South Wales, Australia

  • Marketing Manager

    • Mar 2014 - Sep 2014
    • Sydney, New South Wales, Australia

    Reported to the Director of Marketing & Communications and responsible for devising and implementing strategically planned, fully integrated, through-the-line marketing campaigns to support key channel priorities, key franchise growth, launch and sustain programmes for the Nickelodeon and Nick Jr. Channels. Managed agency and affiliate relationships to budget and worked collaboratively with multiple internal teams – digital, production, programming, commercial, events, and consumer products – to achieve company business objectives. Achievements- Successfully launched new shows Henry Danger and Dora and Friends: Into the City, growing viewership and audience share as a result.- Precise management of a multi-million dollar budget for the entire Nickelodeon marketing function.

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  Sony Pictures Entertainment

  • Dublin, Ireland

  • Film Publicist/Marketing Manager

    • Mar 2011 - Aug 2013
    • Dublin, Ireland

    Marketing communications and publicity management role responsible for end-to-end campaign development and management, comprised of advertising, publicity, promotions, partnerships, and social media plus management of agencies and vendors for all Sony Pictures Releasing titles. Reporting directly to the Country Manager. Responsible for all digital communications. Functioned as the central point of contact for all media enquiries.Achievements- Developed and implemented the through-the-line campaign for the theatrical release of Bond film ‘Skyfall’ which became (at the time) the UK’s highest ever grossing film.- Delivered 23 theatrical film releases successfully in one calendar year.

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  Irish International BBDO

  • Dublin, Ireland

  • Advertising Senior Account Manager

    • Dec 2006 - Mar 2011
    • Dublin, Ireland

    Managed through-the-line creative and media plans for a portfolio of blue-chip client accounts, with in-depth experience in a wide range of industry sectors in Dublin’s largest creative agency. Focus on understanding clients’ businesses. Main clients: Sony Pictures Releasing, Hyundai, Renault, Edward Dillon & Co (spirits and wines, including Hennessy, Moet & Chandon, Krug, Wolf Blass, Cloudy Bay, Glenmorangie, Jack Daniel’s), Yoplait, Road Safety Authority.Achievements- Selected to manage the market introduction project for new client Hyundai, based on breadth and depth of networks. Resulted in Hyundai being named the fastest growing car brand in Ireland in that year.- Managed the migration of all of Yoplait’s Petit Miam (Petit Filous locally) advertising assets to a digital-only media plan, resulting in 20% increase in product sales across all retailers during campaign live dates.

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  Ogilvy & Mather

  • Dublin, Ireland

  • Advertising Account Manager

    • Sep 2006 - Dec 2006
    • Dublin, Ireland

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  George Patterson Y&R

  • Sydney, Australia

  • Advertising Account Executive

    • Dec 2004 - May 2006
    • Sydney, Australia