Alexander Concannon Email & Phone Number

Leading the marketing function targeting SMEs across Australia

Sydney, New South Wales, Australia

Built and led a global in-house Growth agency, managing large budgets to drive the rapid growth of the Employment Hero & Swag brands.Grew a team from 3 to 30 marketing professionals across APAC & the UK, covering events, performance media (PPC, Display, Social Media), Brand media, CRM, SEO, website management, and analytics, supported by a few specialist agency partners.Developed a growth strategy on 3 pillars - amplifying content, increasing demand for the Employment Hero brand, and leveraging product led growth to drive an increase in marketing qualified leads (MQL), grow net new annual recurring revenue (ARR), and reduce customer acquisition costs (CAC). Launched Employment Hero into new markets, targeting SME and Mid-Market decision-makers across Australia, New Zealand, South East Asia, and the UK.Launched Swag, as a new employee-focused fintech/recruitment brand

Sydney, Australia

Established Prix Testing, integrating telehealth with home-based blood testing, resulting in a 643% revenue increase quarterly and a 66% decrease in acquisition costs.Created and grew Australia's first direct-to-consumer e-commerce pathology platform, making significant market impacts.Successfully registered a medical device with the Therapeutic Goods Administration.Led complex negotiations with pathology providers, medical device manufacturers, and clinicians.

Sydney, Australia

> Led digital campaigns and implemented measurement frameworks for clients, including Jetstar and ALDI, resulting in a 19% reduction in programmatic media costs.> Managed the implementation and usage of Jetstar's new DMP to deliver more personalised campaigns, increasing engagement by over 12%.> Utilized market mix modeling (MMM) for ALDI and Jetstar to quantify ROI, achieving 14% incremental returns.> Restructured the analytics department to adapt to the evolving digital media landscape, delivering 4X revenue growth through the monetization of specialist services.> Key clients and industries: Jetstar (Travel), ALDI (Grocery), Fiat-Chrysler (Auto), Mirvac (Property)

Sydney, Australia

> Managed econometric models for Samsung and IGA Metcash, improving media effectiveness by over 15%.> Led the implementation of the Samsung DMP project (Adobe Audience Manager), and developed the programmatic approach for home electronics and mobile devices. This Global pilot used Australia as one of 6 launch markets.> Created data-driven media plans for Subaru, Optus, IGA, and Samsung in collaboration with client business teams.> Key clients and Industries: Optus (Telco), Samsung (Tech), IGA (Grocery), Subaru (Auto)

Sydney, Australia

-Cross Channel Analytics-Market Mix Modelling-Digital Attribution Modelling-Project Managing new Business Intelligence Platforms-Social Listening

Sydney, Australia

> Scaled the Groupon daily deals platform in AU, optimizing deal mix, managing sales teams, and achieving revenue targets.> Increased page revenue by $25,000 per week.> Exceeded quarterly booking and revenue targets by +20%.

> Developing communication and brand strategies across a range of different industries and sectors including beverage, consumer electronics, homewares and financial services. > Created advertising campaigns for MasterCard and CPW (Nestle), including launching PayPass in ANZ and MasterCard's "Locally Famous" campaign for Priceless Sydney.> Created 100 Day Challenge for Victorian Responsible Gambling Foundation - winner of 2013 Adnews Media Campaign of the year. The Challenge received 3,350 signups and over 300,000 webvisits in its first year.> Ran focus groups and 1-on-1 "deep dive" research sessions.> Conducted brand refresh work for QSR, Retail, and Finance brands.> Published consumer trend articles.

Sydney

Organized and ran tutorial sessions for the unit Marketing Communications at the University of Sydney.

Master Of International Business And Master Of Commerce, Marketing

Activities and Societies: University of Sydney Rugby Club, FMAA Received 4 special commendations from the Dean for ranking in the top 2.

Statistical Methods For Research Workers, Statistics

Bsc Biology (Hons), Biology/Biological Sciences, General, 2 -1

Activities and Societies: University of Bath Varsity Rugby Team, University of Bath Snow Sports Club