Head Of Marketing ( Brand & Digital )

• Aug 2021 - Present

Lead the global marketing and digital arm of the fast-growing Edtech with the responsibility to implement and conceptualise full-scale integrated marketing communication strategies & activations, along with the mandate to scale up its digital marketing efforts and team across multiple global markets.

Senior Marketer & Digital Consultant

• May 2020 - Jul 2021

Head Of Digital Media Planning

• Apr 2018 - Apr 2020

Led the execution and planning of digital and traditional media campaigns (acquisition & brand), across domestic and international markets. Lead the in-house media team along with managing multiple agencies, and tech partners teams to develop precise targeting prospecting and optimisation strategies to improve sales funnel conversion and brand affinity. Ensuring a consistent campaign audience journey across paid owned and earned to the specific landing destinations. Full end to end campaign management responsibility. Key Accomplishments •Introduced a full-funnel digital media approach ( prospecting to conversion ) delivering significant growth through effective data-driven advertising and marketing campaigns having an impact on enquiries to application and enrolment. Achieving 30% YOY growth on enquiries and application numbers •Introduced the personalisation in the media approach through utilising Adobe tech stack- Adobe Target and Adobe Audience Manager. Achieving 10% to 15% uplift in conversion touchpoints on the landing page •Introduce the use of dynamic create utilising flashtalking in the brand campaign achieving a positive influence on brand metrics of affinity and preference as recorded through brand tracker studies •Introduced and launched digital OOH targeting a specific audience through geofencing technology. Suceffuly combining traditional media marketing with digital marketing achieving a high advertising recall rate of 70% •Migrated UNSW Sydney to audience-based media buy approach across traditional and digital media ensuring efficiencies with multiple audiences targeting strategies

Senior Marketing Communications & Digital Marketing Manager - International

• Apr 2014 - Aug 2017

Lead the integrated communication strategy development and implementation (including digital marketing, ATL, BTL) across UNSW’s International markets of operation. Managing a team of 10 marketing professionals and processes with external agencies ( media, creative and digital ). Lead the digital transformation of UNSW International’s presence across the consumer touchpoints (Web, media, mobile, experiential & interactive technology) Influencing digital display advertising, search engine marketing, e-mail marketing, affiliate marketing, interactive marketing, social, mobile, P2P and emerging technologies. Integrated innovation into every aspect of marketing and communications for UNSW International. Used technology to enhance the business outcome Key Accomplishments: • Successfully launched UNSW’s first award-winning interactive and personalised website for international students. Achieved 130% increase in qualified traffic reducing bounce rate by 25% and increasing average time spent on the website to close to 5+ minutes. • Launched UNSW’s first 360 and VR campus tour • Introduced programmatic buying and third-party ad serving in the media buying process of international office. Achieved 40% increase in enquiry conversion • Launched augmented reality app creating a bridge between print and digital • Introduced gamification in the international web space as an alternative conversion funnel • Launched and established social media communities for UNSW International office • Successful integration and launch of new CRM in UNSW international marketing space • Introduced content marketing and goal tracking as a part of UNSW’s International’s digital marketing mix. Achieved 140% increase in the conversion matrix enquiries and downloads Awards Best website in education – Digital AMY Awards 2017 Best website in education – ADMA AC & E Awards 2016 IDP best student guides 2016 Most innovative team award 2015

Marketing Communications Manager-IT

• Jan 2011 - Mar 2014

Complete marketing communication strategy (including digital marketing, ATL, BTL) development and implementation responsibility across IT division (NPC, Print, Monitor, LFD, Hotel TV, Digital Imaging, SSD, tablets). Handling budgets in excess of $10 million. Direct liaising and control of the creative process with agency stakeholders. Complete authority in media negotiations and media strategy implementation for IT product category. Along with stakeholder management responsibility across product, retail .sales, and senior management Role Summary•Translating IT business strategy into a marketing communications strategy.•Develop and execute IT marketing communications projects that deliver to the strategies.•Liaising with the agencies, producing P.O.S materials, events, P.R activities, sponsorship, building & executing ATL media strategies. •Campaign management across IT product categories. •Control and develop all aspects of digital and social marketing for IT products.•Managing the development of three direct report staff members.•Working closely with product marketing team to devise channel/B2B marketing strategies to enhance and further strengthen market share. •Working closely with the insights manager to develop marketing activities and strategies based on consumer insights.Key Accomplishments:•Successfully implemented a new social media strategy to increase awareness and consumer engagement within digital imaging and notebook product groups. Increased fan base and engagement by more than 100% of the starting base •Effectively launched flagship notebook campaign instrumental in increasing market share for Samsung premium notebook range (No 2 ranking in ultrathin range) •Launched new Samsung ATIV range of notebooks including the hybrid PC to propel unaided awareness to a record high 22% points•Awarded the global best practice for best in class and innovation in retail implementation. (JB- Hifi window display and NFC-based side sync POP)

Digital AV Marketing Manager

• Jan 2008 - Dec 2010

Samsung Australia, Sydney (Since January 2008)Role Summary •Devise complete Digital AV marketing plans including oMarketing communications strategy - ATLoPromotional campaign managementoPR campaign managementoMarket stimulation and retail activities o POP & BTL activities •Maintenance of Digital AV Marketing budgets & financial analysis on product portfolio •Ensure effective partner relationships – HQ, RHQ, Group managers, product managers, creative/ media/PR/ & online agencies •Achievement of DAV business plan $150 Million•Effective staff management – 3 direct reports Key accomplishments:•Instrumental in achieving double digit growth for Samsung digital still camera range. Achieved 15% market share YTD 2009 growing it from 3% at the start of the year •Successfully launched Australia’s first hybrid flash camcorder •Successfully launched the world’s first digital still range with dual screen. Achieved a high sell out of more than 10,000 units in the first three months of the launch. •Promoted to Marketing Communications Manager– IT based on achieving high growth in Digital AV and DI business for Samsung.

Digital AV Product Manager

• Mar 2005 - Dec 2007

Product Manager Digital AV Samsung Australia, Sydney (March 2005 – December 2007)Recruited to develop and establish the company’s Digital AV category in Australia with responsibility for creating a growing Digital AV product portfolio for the company and promote Samsung as a leader in Digital AV business.Role Summary•Identified potential markets, maximized profits and market share while ensuring customers satisfaction•Developed compelling product propositions and translated them into effective marketing strategies•Handled and reviewed complete product life cycle of the designated product portfolio and Implemented long and short-term product growth strategies•Developed and distributed collateral material required by sales to effectively position, market, and sell products related to Digital AV product category•Analyzed new product lines and pre-planned the programs for appropriate launch•Conducted competition and industry market research & analysis •Executed product marketing campaigns in line with overall company & divisional goals•Reviewed existing product lines, monitored performance and adjusted business strategies accordingly•Reviewed actual versus forecasted product demand•Planned and conducted suitable training programs, seminars and trade promotions to promote & reward the Channel partners•Liaised with HQ and other regional offices to secure the right product portfolio at the right CIF priceKey accomplishments:•Improved Samsung MP3 standing in the market place from number 5 to number 2 in less than 1 year •Launched Australia’s first high definition Blu-ray player and achieved number 1 market share •Successfully introduced Australia’s first flash based MP3 player with a slide out speaker handling budgets in excess of $1.2 million. •Recognised for product marketing performance which increased market share for MP3 and Blu-ray business thereby securing my promotion as Marketing Manager – Digital AV in 2008

Marketing Manager

• Sep 2001 - Aug 2004

Recruited to launch and develop Panasonic Brand in emerging markets and consistently make it a brand of choice in the designated markets. Execute and develop promotional advertising and PR strategies to stimulate interest from the consumer and channel partners. Key Achievements: •Increasing our overall brand awareness as well as launched Panasonic products throughout Africa reaching a 25% market share •Increased the overall market presence of Panasonic brand, resulting in the expansion into competitors market space •Worked on the review of all conventional marketing strategies including television, print, radio and out- door •Improved the efficiency of all marketing spend •Improved team morale and efficiency through improving our marketing abilities •Successfully worked on the new product category launch of Panasonic’s DVD recorders as well as establishing a platform for its future growth. Achieved 80% awareness for Panasonic DVD Recorders in the designated markets. •Contributed extensively in making Panasonic’s Brand Unification Program a success (the largest brand event in the history of Matsushita electrical where two brands National and Panasonic where unified). Achieved a 95% reach for the unification message to be recognized across all markets •Managed the launch of Panasonic’s new “Ideas for Life” program ensuring all corporate objectives were met.

Brand Account Manager

• Dec 1998 - Aug 2001

Operating across the Middle East Acumen Marketing is a leading medium size outsourced marketing and advertising service provider in the region with around 30 staff. Key Portfolio Tiffany Foods, Microsoft Middle East, KLM Airlines Key Achievements: •Successfully launched and managed XP software in the market place at both consumer and corporate level achieving significant penetration rates. •Established, conceptualized and launched a new retail partner program for Microsoft which helped forge dealer loyalty, pushing MS products to the forefront of the market •Effectively managed and launched the hard ware product portfolio of Microsoft (Key board and mouse) •Successfully tapped university and young generation audience as a process of exploring new markets for the keyboard and mouse product portfolio