Experience

Australian Institute of Company Directors

• Australia
• Non-profit Organizations
• 300 - 400 Employee

• Head of Marketing and Online Product

  • Jan 2021 - Present

  In this role, I’m responsible for setting the strategic direction and development lifecycle for AICD’s Martech stack, website and related online capability. I hold accountability for the delivery of online products and services to meet member and client’s needs. The role also holds accountability for AICD's marketing strategy where I lead strategic programs of work spanning B2B marketing strategy, events marketing framework, data and analytics strategy and capability enablement, and managing and optimising a portfolio of campaigns, extending brand reach, increasing market share, generating member value, and fostering member and client loyalty via a high calibre team of marketing executives. Key Responsibilities: • Lead AICD’s Marketing function deliver marketing strategy and tactical programs spanning membership, events, scholarships, B2B, and the education portfolio of products and services to realise acquisition, retention, and brand sentiment targets. • Set the strategy, prioritisation and product development lifecycle for the martech stack, website, and online products. • AICD’s B2B marketing strategy inclusive of sub-brand, personas, audience definition and value proposition, channel and content strategies. • Marketing data and analytics roadmap to capture and utilise channel and customer data sets to enable lead generation, channel attribution and channel optimisation to realise financial and customer experience metrics. • Development of an events marketing strategy, optimising AICD’s state based and national program marketing programs via stronger alignment to data led member and stakeholder preferences. Created member-based segment profiles mapped to personas and channel preferences. • Employee engagement program, leading the uplift of engagement score from 31% to 65% over a 13- month horizon.



nbn® Australia

• Australia
• Telecommunications
• 700 & Above Employee

• General Manager Digital & CRM

  • May 2017 - Oct 2020

  I was accountable for leading the development and execution of the Digital & CRM strategic transformation roadmap spanning channels, data, analytics user experience, CRM, and customer marketing platforms to realise revenue, retention, growth and CX targets. The role led a specialised in-house team, agency resources and platform vendors to leverage data, analytics and digital platforms to accelerate migration to the nbn, mitigate risk of churn, and grow the lifetime value of the base. I was accountable for leading the development and execution of the Digital & CRM strategic transformation roadmap spanning channels, data, analytics user experience, CRM, and customer marketing platforms to realise revenue, retention, growth and CX targets. The role led a specialised in-house team, agency resources and platform vendors to leverage data, analytics and digital platforms to accelerate migration to the nbn, mitigate risk of churn, and grow the lifetime value of the base.



Kikka

• Australia

• Digital Lead (Contract)

  • Aug 2016 - May 2017

  Kikka Capital is one of the fastest growing online lending platforms, providing online lending for small business. Kikka Capital is a fintech disrupter providing a lending model based on an unsecured line of credit offering of its US counterpart Kabbage. Following the investment by Flexigroup into Kikka Capital, I transitioned into the business to lead the delivery of digital programs, enabling digital channel, technology and operational capability to meet acquisition, lead generation, conversion and lending targets.



FlexiGroup Limited (FXL)

• Australia
• Financial Services
• 1 - 100 Employee

• Head of Digital

  • Mar 2015 - Jul 2016

  Flexigroup offers leasing solutions, interest free, and buy now pay later to consumer and business customers via an extensive network of retail partners generating $1,428m in revenues. As member of the Extended Leadership Team, I was responsible for leading Flexigroup’s digital strategy to grow acquisition, retention, and lifetime value of the base. I led a team of digital specialists spanning analytics, user experience, digital channels (paid and unpaid), and Digital Producers. I additionally held operational responsibility for the management of digital agencies, and was the business owner of websites, sales portals and tools.



Salmat

• Australia
• Advertising Services
• 700 & Above Employee

• Director Marketing

  • Sep 2012 - Feb 2015

  Salmat provides a suite of integrated channel communications products and services designed to assist clients to acquire, grow and retain customers. In this role, I was responsible for leading a cross-functional team to develop a marketing services strategy and capability for small business and held operational responsibility to commercialise the strategy post acquisition, scaling for growth. Salmat provides a suite of integrated channel communications products and services designed to assist clients to acquire, grow and retain customers. In this role, I was responsible for leading a cross-functional team to develop a marketing services strategy and capability for small business and held operational responsibility to commercialise the strategy post acquisition, scaling for growth.



Quickflix Limited

• Australia
• Entertainment Providers
• 1 - 100 Employee

• Group Manager Digital Product And User Experience

  • Jan 2011 - Aug 2012

  Quickflix was Australia’s & New Zealand’s first online movie rental company (DVD by mail and digital delivery) established in 2004. As a member of the Executive Team, I held operational responsibility for product strategy, application development, user experience and partnerships with consumer electronics manufacturers to distribute Quickflix on-device. Quickflix was Australia’s & New Zealand’s first online movie rental company (DVD by mail and digital delivery) established in 2004. As a member of the Executive Team, I held operational responsibility for product strategy, application development, user experience and partnerships with consumer electronics manufacturers to distribute Quickflix on-device.



Core Dimensions

• Sydney

• Director, Marketing & Product Strategy

  • Jan 2010 - Apr 2011

  Core Dimensions was a start-up founded by a team of professionals with a passion for transforming the personal and profession development landscape, delivering an online assessment capability for executive coaches, and consumers. As a Founding Director I was responsible for the assessment and recommendation of platform and software solutions to facilitate the development of a bespoke online personality-profiling engine. Core Dimensions was a start-up founded by a team of professionals with a passion for transforming the personal and profession development landscape, delivering an online assessment capability for executive coaches, and consumers. As a Founding Director I was responsible for the assessment and recommendation of platform and software solutions to facilitate the development of a bespoke online personality-profiling engine.



Westpac

• Australia
• Banking
• 700 & Above Employee

• Associate Director, SME

  • May 2008 - Dec 2009

  I was appointed by a senior executive to redefine the customer experience to materially improve customer advocacy, drive profitable business growth, and improve customer retention via the Contact Centre. Core to the role was the development and implementation of a Customer Care Framework to transform the acquisition, fulfilment and service experience for the customer and to grow the volume of customers with 4 or more products. I was appointed by a senior executive to redefine the customer experience to materially improve customer advocacy, drive profitable business growth, and improve customer retention via the Contact Centre. Core to the role was the development and implementation of a Customer Care Framework to transform the acquisition, fulfilment and service experience for the customer and to grow the volume of customers with 4 or more products.



Telstra

• Australia
• Telecommunications
• 700 & Above Employee

• Manager, Commercial and Competitive Strategy SME - Contract

  • 2006 - 2008

  A new role created within the newly formed Telstra Business organisation to lead a team of four with accountability for marketing planning and competitive intelligence activity. In this role, I was responsible for creating greater rigour for business unit investment and to drive business growth, leveraging previously unreferenced market forces, trends, competitor activity and new technology. A new role created within the newly formed Telstra Business organisation to lead a team of four with accountability for marketing planning and competitive intelligence activity. In this role, I was responsible for creating greater rigour for business unit investment and to drive business growth, leveraging previously unreferenced market forces, trends, competitor activity and new technology.



American Express

• United States
• Financial Services
• 700 & Above Employee

• Head Product Management Japan & Asia Pacific

  • 2004 - 2006

  In this role I founded the Product Management function for Corporate Services across Japan and Asia Pacific. I led a cross functional team across 8 Asian markets, managing a portfolio of 5 products, transforming the sales and marketing operating model to exceed revenue and growth targets across each market. In this role I founded the Product Management function for Corporate Services across Japan and Asia Pacific. I led a cross functional team across 8 Asian markets, managing a portfolio of 5 products, transforming the sales and marketing operating model to exceed revenue and growth targets across each market.



Anytime Pte Ltd Singapore

• VP Product Development & Management

  • 1999 - 2004

  Anytime was the first on-demand entertainment service in Asia Pacific. In this role I was responsible for product development, product roadmap and service adoption. I also held accountability for managing trials of end user devices and associated technology, development of user interfaces for PC and set top box service delivery, and development of go-to-market strategy with telecommunications partners across the region. Anytime was the first on-demand entertainment service in Asia Pacific. In this role I was responsible for product development, product roadmap and service adoption. I also held accountability for managing trials of end user devices and associated technology, development of user interfaces for PC and set top box service delivery, and development of go-to-market strategy with telecommunications partners across the region.