Experience
Professional work experienced gained in various senior roles.
Jan 2022 - Present
Director, Performance Marketing APAC
Kantar
Kantar is the world's leading marketing data, research, and analytics consulting company with the largest global audience network on our proprietary SaaS platform, providing leading brands with AI-powered analytics, strategic insights, market and consumer research for data-driven decision making to drive growth.
Overview
- Create and guide the strategic direction, operational execution and optimisation of paid performance media and marketing plans for market research technology platforms in the APAC region.
- Develop and execute the strategic growth acquisition plans across 14 countries in APAC including Australia, Japan, Korea, India, Thailand, Indonesia, Vietnam, Malaysia, Singapore, Hong Kong, Taiwan and China, to drive acquisition, conversion, retention, ROI and LTV with a significant paid media budget.
- Develop and implement continuous learning campaign strategies utilising A/B testing and conversion rate optimisation (CRO) techniques.
- Lead and develop a team of performance marketing professionals to deliver multi channel, multi language, integrated paid performance acquisition campaigns and activities localised for the region.
- Execution and optimization of all direct response paid media channels including paid search, paid social, display, sponsored content syndication, video, mobile app and affiliate marketing to create awareness, generate demand and for the acquisition of leads.
- Develop and implement continuous learning campaign strategies and frameworks utilising A/B testing and conversion rate optimisation (CRO) techniques and activities.
- Extensive data and campaign analysis, full funnel analytics and insights including channel attribution activities produce data visualisations from PowerBI, GA and other third party tools.
- Define, create, and build the roadmap of omni-channel engagement strategy across all customer touchpoints to enhance the digital experience and various defined customer journeys.
- Strong marketing and digital leadership, capable of forging and developing strong relationships with internal stakeholders and external agencies and suppliers.
- Working with the global and local management teams, sales teams, development team, brand team and CRM team to align domestic digital marketing strategies, overall goals with global objectives.
- Develop and implement the acquisition strategy for the APAC region to grow emerging markets while optimising existing existing markets utilising a range of Adtech tools.
- Leverage a variety of ad platforms and CRM tools, provide data-driven recommendations on key opportunities to reach, engage and convert target segments using advanced audience targeting and other adtech techniques. to unlock global growth and gain efficiency.
Lifepoints Research Panel
One of the Kantars premier consumer market research assets, Lifepoints is a consumer tech application on web and Android/iOS app. It remains the global leader with national representation in almost all countries throughout APAC, AMS and EMEA, allowing consumers to shape the future of brands, products and services.
May 2017 - Mar 2021
Director, Digital Innovation, Marketing and Sales ANZ
Scenic Group
Scenic Group is a leading portfolio of global luxury cruise and tour brands headquartered in Newcastle Australia with sales, marketing and operations in ANZ, EMEA and North America.
Overview
- A member of the Senior Executive Team (SET), responsible for sales and revenue growth for the ANZ business units using digital and CRM programs.
- Drive marketing performance from $11m paid digital media investment in channels including search, social, and display, websites, social media integrated with email, direct marketing, marketing automation and loyalty programs.
- Develop and execute the strategic multi channel, integrated growth strategy for driving acquisition and retention using lead generation and nurture activities to drive awareness, consideration conversion, ROI, and LTV.
- Develop and support the operational delivery for the APAC expansion strategy into Asia.
- Pioneer and deliver digital transformation including a significant digital media investment, martech platforms, website development and operational and organisational changes to enable achievement of sales and marketing objectives.
- Driving business development and transformation through digital innovation integrated across all cross functional departments and customer touchpoints, management of consumer marketing for the brand portfolios and the loyalty/member programs for highest customer experience.
- Build, manage, develop and motivate a high performance team of senior digital, sales, marketing and loyalty managers to deliver programs across paid, owned and earned media channels and assets.
- Lead the implementation of marketing plans, working closely with key stakeholders, creative and content teams, vendors, agencies, and distribution partners to develop and execute an effective marketing strategy.
- Monitor and report on key performance metrics, provide market insights, competitive analysis, campaign results and consumer trends in order to translate results into actionable insights.
- Support and develop the commercial business plan for all sales activities. Oversee the financial performance of the ANZ business, management, control and channel optimisation of a significant annual marketing budget, to maximise sales, revenue and profitability.
Jul 2016 - Aug 2017
Head of Digital, Sales and Marketing
Anchor Systems
Anchor Systems is a leading provider of cloud hosting technology with a strong reputation having built & supported some of the most sophisticated ecommerce and web applications in the world.
Overview
- A member of the senior leadership team, guiding product, pricing and communications to ensure strategies are aligned to growth targets and the defined direction of the business.
- Lead and inspire the integrated marketing and sales teams, holistically driving pipeline from end-to-end with highly effective, customer-centric activities to achieve sales and revenue growth.
- End to end management of multiple digital and technology projects including website redesigns, marketing automation platform, CRM integrations and adtech solutions.
- End to end management of multiple complex projects including website redesigns, marketing automation platform, CRM integrations and marketing system migrations.
- Working closely with cross-functional teams to drive sales and marketing excellence, customer-centric best practices and a culture of continuous improvement. Track, measure and report marketing performance against goals: leads, revenue, conversion, marketing ROI and LTV.
- Product launch of Anchor’s "Fleet" internationally across APAC and UK and USA. Fleet is a web application that allows web developers to test and deploy new code continuously, flawlessly and reliably on Magento Ecommerce.
- Brand management, responsible for all communications, ownership of marketing assets including ecommerce, websites, technology tools, print collateral and calendar of events.
Dec 14 – June 16
Senior Manager Marketing (Global)
SiteMinder
SiteMinder is a hyper-growth Australian tech company providing market leading website, ecommerce and distribution SaaS solutions and integrations to hotels, online travel agencies and global distributors.
Overview
- Develop, implement and execute the global B2B, integrated digital marketing strategy to create awareness, generate demand, lead capture, inbound, ABM activities for a market leading global SaaS organisation with extraordinary success.
- Implement scalable paid media acquisition and retention digital marketing activities that deliver lead and sales volume in APAC, EMEA, Americas and Asia in over 30+ countries in 7 languages.
- Driving performance of all digital marketing channels, utilising various CRO techniques and best practices across website, email and paid media sources to deliver scalable, cost effective campaigns.
- Effective use of marketing automation and adtech to deliver effective, highly targeted full-funnel CRM campaigns to accelerate prospects to leads through the funnel and drive pipeline.
- Delivery and ongoing management of several global multi-language websites requiring strong technical knowledge of web technologies, CMS systems and design frameworks.
- Manage an inhouse digital team overseeing all paid digital media planning, in depth campaign analysis, attribution and media mix modelling to demonstrate, inform and maximise marketing channel ROI, conversion, ARR, ROAS and CAC:LTV.
- Work collaboratively with the sales function to optimise processes to define assets to help drive conversion including collateral and digital assets (blogs, emails, whitepapers, testimonials etc), webinars and tradeshows.
- Developed the B2B go-to-market strategy for SiteMinders suite of new SaaS products internationally in 30+ countries and 7 languages which was heavily focussed on content, digital media and marketing automation activities.
Skills
Capabilities and Competencies
Education
Professional Qualifications
Timeline
Master of Business Administration (2014)
Charles Sturt University Master of Business Administration course is designed to equip experienced and emerging professionals with the knowledge and skills to effectively manage an organisation,…Master of Marketing (2012)
Charles Sturt University CSU’s Master of Marketing is designed for professionals operating in dynamic marketing environments where enhanced marketing capabilities are key to maintaining a competitive…Postgraduate Certificate Internet Marketing (2008)
Charles Sturt University’s Graduate Certificate in Marketing provides an entry point for graduates from non-business disciplines who wish to develop their capabilities in fundamental areas of…Bachelor Business – Marketing (1999)
Charles Sturt University’s Bachelor of Business (Marketing) focuses on the integrated processes used to launch products and services, develop and maintain a brand’s image, and formulate…