VP Advertising Operations

• Jan 2023 - Present

Umbrella Digital is a modern digital media agency focusing on workflow-as-a-service & digital media buying solutions for our clients.I lead our clients' conversion tracking objectives; configuring conversion tracking scripts (tags/pixels) that send data to analytics servers when a user completes a specific action on a website or app. Other day-to-day activities involve managing and optimizing paid media campaigns for a range of different clients across multiple verticals as well as supporting our product team with product & workflow development. - Programmatic Display, CTV/OTT & Audio, DOOH- Tagging/pixel implementation via GTM- Google Ads search & dynamic display remarketing - Facebook & Instagram- YouTube- LinkedIn- TikTok- SnapChat- Search Ads 360- Display & Video 360- Campaign Manager 360- Basis DSP- StackAdapt DSP- Apps Script (Google Sheets)- Custom bidding scripts (DV360)- Affiliate marketing (lead generation)- E-commerce; WooCommerce, Shopify- MMPs (AppsFlyer)- Cross-channel reporting and attribution- 3rd party ad fraud & viewability verification (IAS)

Director of Advertising Operations

• Jan 2021 - Feb 2023

Senior Marketing Manager

• Jul 2020 - Jan 2021

Digital Marketing Consultant

• Nov 2018 - Present

Property/Real Estate technology. Onsite, offsite & technical search engine optimisation (SEO), content strategy, and market research for OneDay Group. Property/Real Estate technology. Onsite, offsite & technical search engine optimisation (SEO), content strategy, and market research for OneDay Group.

Product Implementation Partner

• Nov 2017 - Oct 2018

EveryMundo is a technology company that provides performance marketing, e-commerce and data analytics software solutions and services to airlines. EveryMundo's core software solutions and services include: airTRFX®: • Proprietary performance marketing platform & CMS for rapidly deploying landing pages for every route, origin and destination, in every language and country in an airline's route network • At the heart of the airTRFX® platform is its self-reliant ability to power dynamic fares on all of its pages • airTRFX® productises an airline's inventory to drive conversion through airlines'​ direct channels • Pages can be managed through airTRFX® CMS individually or in bulk • Schedule and manage marketing campaigns through airTRFX® CMS • SEO-optimised to increase organic traffic & revenue • Device-responsive landing pages increase conversion and incremental revenue across all channels • Dynamic, route-specific pricing and scheduling information using proprietary caching technology (FareNet®) • Fully hosted, branded and integrated with the airline’s website FareWire™: • Powers dedicated endpoints for deployment of dynamic fare-based ads/content modules/tools • Powered by FareNet™: No additional availability calls to reservation system • Use Cases: • Dynamic Price Insertion (DPI) in ads • Low-fare calendars or sliders • Rich info in e-mails • User data and business Intelligence BookSmart Response™: • Converts airlines'​ internet booking engine (IBE) into cross-device mobile-responsive design • Built-in analytics and reporting interface • Conversion in under 3 months Performance Marketing Services: • Strategic e-commerce consultancy • Marketing automation using airSEM™, our suite of proprietary marketing automation tools • Custom analytics • Data science-driven assessments analysis • Digital marketing strategy and tactical execution • Multilingual paid search, SEO and social media

Senior International Digital Marketing Manager

• Jun 2016 - May 2017

I was fortunate enough to spend some time in our local Hong Kong (SAR) office to continue my role as Senior International Digital Marketing Manager responsible for our international markets; US, EU and APAC. This placement brought an even deeper understanding of the complexities and possibilities within the digital marketing landscape in Mainland China, Hong Kong (SAR) and Japan.

Senior International Digital Marketing Manager

• Mar 2016 - Jun 2016

This was a hugely rewarding role that spanned across two locations; London & Hong Kong. I was responsible for leading SAS digital marketing, digital marketing operational strategy & digital media innovation across our international markets, US, EU and APAC (15+ markets and languages). Developed and coordinated data-driven marketing strategies to improve the digital marketing pipeline and to drive online sales. I led the development of an enterprise-level integrated analytics and media technology stack which leveraged consumer data insights and custom audience segments to streamline SAS’s programmatic media buying across all 15 international markets.Technology included; Analytics 360, Campaign Manager Ad Server (previously DoubleClick Campaign Manager/DCM), Demand Side Platforms (DSP) such as DoubleClick Bid Manager (Display & Video 360), custom bidding algorithms (using AppNexus Programmable Bidder), Rich Media/Dynamic Creative Optimisation (DCO). This technology infrastructure integrated 1st, 2nd and 3rd party data platforms and which operated across all devices and key channels; email, display, search & social. Throughout the entire project, I helped educate my team members as well as the wider company about the importance of acknowledging and continually working to combate issues surrounding ad fraud, brand safety and viewability. Another area of responsibility was to lead the adoption of digital media attribution. Specifically; I led the project that helped to build a custom data-driven attribution model which optimised SAS’s media mix. This enabled more accurate measurement of SAS's marketing investments across our KPIs, which improved online revenue growth without increasing media budget.

Digital Marketing Manager - Europe

• Mar 2015 - Mar 2016

Responsible for digital marketing Europe

Online Marketing Manager - Western Europe

• 2013 - Apr 2015

Responsible for the following markets: United Kingdom, Ireland, Iceland, France, Spain, Portugal, Netherlands, Belgium and Luxembourg.

Digital Marketing Manager

• Apr 2012 - Apr 2013

Working at Gatwick Express and Southern Railway was a lot of fun and very rewarding. I got to role my sleeves up and work on some exciting projects: I helped launch 'Express Tracks'​ - an innovative digital product offering for online customers (see the case study video). My main responsibility was to deliver on all the digital marketing strategies across all online channels to market (PPC, SEO, display, affiliates, eCRM, e-commerce, airline microsites) for both Southern Railway and Gatwick Express. I was working as part of a team to help design and provide input for the Gatwick Express mobile booking engine flow for Gatwick Express mobile site. I also worked closely with the many agencies (creative, digital media buying, and PR) to deliver Southern Railway's and Gatwick Express' integrated digital campaigns and to help achieve total on-line revenue targets and objectives. New experience and knowledge gained: • Mobile design and mobile UX, • Agency tender process, • Attribution modelling (digital pathways analysis), econometrics analysis (media mix modelling), and brand tracking, • Hands-on experience with high profile campaign launches, • Video content and viral video seeding, • Experience in mobile commerce, mobile marketing, and mobile app design.

Marketing Executive

• Jul 2011 - Apr 2012

Working at QBS was a brilliant way for me to develop hands-on experience in managing web content, and producing email direct marketing (EDM) campaigns. My main responsibility at QBS was to monitor and maintain the website's content using HTML, Dreamweaver and other Adobe software products and to continuously look for opportunities to improve SEO, primarily through link building and content creation. I was involved with QBS developer software products and produced and managed multiple monthly e-newsletters; advert design and production, HTML, copy-writing, database uploads, post-launch reporting and analysis. I helped prepare marketing plans for key clients to drive online sales involving featured placements on the QBS website and in email campaigns. I helped clients source tailored digital advertising opportunities such as negotiating insertion orders to run clients' display ad campaigns on 3rd party websites.

Sales and Account Manager - Graduate program

• Dec 2008 - May 2011

As part of Mainfreight's graduate programme, I was lucky to get the opportunity to work in a variety of different roles across the business including a hands on role in the transport depot and logistics warehouse, as well as customer service, pricing and sales. During the two years I spent working in sales and account management, I was proactively building the BD pipeline, handling cash sales, managing over 80 client accounts and conducting annual strategic pricing analysis to review service needs and usage trends. I also took a lead role in the set up, installation, and demonstration of new SaaS online freight management technology, and providing on-going technical support.

Marketing Intern (Summer Scholarship)

• Oct 2007 - Feb 2008

This was a really enjoyable summer internship where I was tasked with finding insights into the different considerations foreign students make when deciding whether & where to study abroad. I was responsible for researching and reporting on identified strategic market opportunities for foreign students looking to study science at the University of Canterbury. I did a cost analysis comparison and target audience identification. The findings of the analysis highlighted and prioritised regions which have significant marketing potential. Weekly reporting progress meetings with senior management and regular discussions with key stakeholders. I also conducted a website design review and presented recommendations to senior IT stakeholders within the University.

Research Assistant - Part time

• Mar 2007 - Jul 2007

This was a contract role I did while I studied. The project involved: Conducting a situational brand audit. Identifying where potential new opportunities exist with the current customer base. Conducting share of wallet analysis and prioritised customers with the most spend potential. Gathering and analysed data and made recommendations to senior managers and employers on how to address gaps in brand perception and improve the overall experience. Conducting market research and competitor/share/SWOT analysis. Presenting the findings and practical applications to the management team.