Curriculum vitae
Strategic and creative marketing & growth leader with 12+ years' experience driving measurable brand impact, customer acquisition, and commercial growth across B2B, B2C, and D2C markets. Proven track record of delivering double-digit revenue growth, expanding market share, and building customer loyalty through high-impact, measurable marketing programs.
01
Core Competencies
-
Omni-channel campaign design and execution across DOOH, SEO, SEM, Social, CMS, and eCommerce. CX-led growth strategies that drive measurable results.
-
Crafting compelling, data-backed narratives to build buy-in, align teams, and secure executive sponsorship across C-suite communications.
-
Building and scaling high-performing marketing and digital teams; mentoring, career development, and succession planning across national and global locations.
-
Certified Scrum Master & Product Owner; embedding agile practices to accelerate delivery, improve collaboration, and drive organisational change across multiple verticals.
-
Enterprise Platforms: Adobe Experience Cloud, Sitecore Experience Cloud, Salesforce Marketing Cloud, Oracle Marketing Cloud (Eloqua)
AI & Automation: Workflow automation, generative content, workforce optimisation
Search & Analytics: SEO & SEM campaign setup, optimisation, and reporting via Google Analytics, Adobe Analytics, Tableau
Commerce: Shopify, Magento (Adobe Commerce), BigCommerce, WordPress
Data & Customer Platforms: Tealium, Salesforce CDP, customer segmentation and lifecycle management
Emerging Technologies: AR/VR, Web3 (Metaverse, NFT, Blockchain)
02
Professional Experience
Regional Business Director | Overdose Digital
Sep 2024 - Sep 2025
Member of the Senior Leadership Team, responsible for developing and executing growth and retention strategies across three key regions. Led multi-disciplinary teams spanning marketing, search, design, data, delivery, and technology, with full P&L ownership and accountability for performance.
Directed cross-functional teams to deliver omni-channel growth and retention campaigns across B2B, B2C, and D2C markets.
Managed C-suite communications and built strategic partnerships with Adobe, Shopify, and Klaviyo to enhance technology capabilities.
Led AI working group initiatives, creating operational agents to improve workflow efficiency, performance monitoring, and campaign optimisation.
Oversaw regional P&L, KPI development, and performance reporting to ensure accountability against growth targets.
Re-aligned the national client success team to improve workflows, growth roadmaps, and certification programs.
Key Achievements
Increased quarterly revenue by ~5% and customer acquisition by ~12% through targeted marketing and digital strategies.
Lifted conversion rates by 8% and AOV by 12.5% by migrating a multi-tenant ecommerce brand to Shopify Plus in under six months.
Expanded market share for a global beverage brand - UK (+19%), CA (+11.5%), US (+4.5%) - via targeted go-to-market planning and execution.
Boosted MQLs by ~15% MoM for a legal services brand with "always-on" Reddit and TikTok campaigns driven by trend analysis and forecasting.
Director, Digital | Special Group
Jun 2020 - Sep 2024
Group-level marketing leadership role with strategic oversight for building in-house digital and brand capability across global offices. Established the function from the ground up — defining strategies, hiring teams, building campaign pipelines, and launching integrated campaigns.
Directed multi-disciplinary teams across Creative Technology, Digital Strategy, CX, UX, UI, CRM, Automation, Development, and Analytics.
Led transformation and education initiatives to implement and optimise agile workflows across the group, improving delivery speed and collaboration.
Launched "Metanoia," an internal innovation unit focused on product strategy and agile sprint-based ideation, generating continued revenue growth.
Created and led the "Evolve Series," an internal thought leadership program to lift creative capability, innovation adoption, and campaign effectiveness across national and global teams.
Managed six direct reports and eight indirect reports while collaborating across national and international locations.
Scaled the digital function from a single Melbourne location to national and global capability within six months.
Key Achievements
Re-launched Virgin Velocity Frequent Flyer program via journey re-mapping, CDP segmentation, and template optimisation, resulting in 40% user base increase and 10% AOV lift.
Delivered Australia's first generative AI omni-channel banking campaign, generating 45,000+ unique interactions and +29% brand perception lift.
Drove 20% YoY sales increase for a beverage brand through national digital campaign delivering 46M earned impressions and 310% social engagement growth.
Implemented team development programs addressing skill gaps and aspirations, providing targeted training through key partnerships and courses.
Technology Program Lead | CHEP
Aug 2018 - Jun 2020
Directed marketing and digital transformation projects that increased acquisition, engagement, and marketing efficiency for B2C and B2B brands. Managed cross-functional teams and large-scale programs aligned to commercial outcomes.
Managed a portfolio of brands including Telstra, AGL, G8 Education, and MYERone, implementing integrated marketing strategies across multiple verticals.
Responsible for +$6M in program revenue year-on-year, with 40% retention and 60% requiring strategic presentation and negotiation.
Built and maintained C-suite relationships to align marketing and technology initiatives with growth objectives.
Grew the marketing and digital team from one to four direct reports within 14 months.
Implemented cross-office processes and operational guardrails across a 30-person national team to improve communication and reduce delivery bottlenecks.
Championed exploration and presentation of emerging technologies including WeChat and Chinese social platforms.
Key Achievements
Re-architected MYERone onboarding experience and lifecycle management, resulting in 16% increase in customer acquisition and 24% improvement in engagement during first 90 days.
Delivered large-scale B2B platform transformation and brand refresh for Telstra, simultaneously upgrading six websites within 12 hours while optimising for performance and user experience.
Increased MQLs by 18% and sales volume by 10% through targeted B2B lead nurture campaign for Telstra.
Senior Digital Producer | AKQA
Mar 2014 - Aug 2018
Led the delivery of digital and marketing transformation projects focused on improving customer experience, marketing performance, and organisational capability. Progressed from Associate Producer to Senior role over four years.
Delivered complex digital products and projects, including website and member portal transformations for leading superannuation and retail brands.
Managed multiple project teams with a program budget exceeding $2M across diverse client portfolio including Bunnings, Officeworks, Coles Liquor, Deakin University, AustralianSuper, and Bupa.
Led agile implementation across client portfolios, improving delivery speed, estimation accuracy, and execution quality.
Designed and delivered enterprise-level transformation activities across websites, portals, applications, and training programs.
Key Achievements
Delivered successful transformation projects across tertiary education sector, improving member engagement and self-service capabilities.
Accelerated project delivery and improved team collaboration by embedding agile methodologies across client portfolios.
Enhanced Bupa's in-house marketing automation capability by delivering a first-of-its-kind Adobe Campaign training program across six departments, enabling long-term self-sufficiency and campaign quality improvements.