Anthony J Cruz Email & Phone Number

Sydney, Nsw, Au

Reporting to the Head of Experience and Content, I drive optimisation strategies to enhance and improve the experience of the Samsung websites and shop app. I led a CRO Program that delivered $26m in forecasted incremental annual revenue in FY2023.

I reported to the Head of Online Direct to Consumer Sales, and drove the creation of engaging, high-quality digital content that enhanced user experience to drive online sales and brand goals. I oversaw content strategy and campaign delivery (Black Friday & EOFY Sale), along with user experience projects that saw a seamless customer journey from top to bottom of the sales funnel. I led a re-platform project that enhanced our partnered sites' shopping experience, ultimately resulting in 50% of all online sales.

It was exciting re-joining Big W, and to be part of a 'turnaround tale'. I was tasked with optimising digital content to deliver a seamless and engaging user experience including the implementation of UX best practices, SEO tactics, and optimising on-site search. I would regularly conduct site performance analyses and web analytics to refine the content strategy continuously tweaking the overall digital experience for our target audience.One of my highlighted achievements was being part of the Project Team that re-platformed our legacy Content Management System (CMS) from Hybris to Adobe Experience Manager (AEM). I gathered business and technical requirements, developed flow charts, user stories, test scenarios, and conducted business training.

Reporting to the E-commerce Specialist, I managed online content to drive sales and enhance the customer shopping experience. I managed three sites (ASICS, ASICS Tiger & Onitsuka Tiger) ensuring product listings and content were accurate and compelling. I collaborated closely with the marketing team, customer service, warehouse, and logistics to deliver a 5-star customer experience for our online shoppers. One key highlight was being the business owner for a major update to our back-end system. I worked closely with the Global Project Team by developing business requirements, user stories, test scenarios, managing risk, and developing contingency solutions to minimise the front-end impact on our websites.

Norwest Business District

My role as an Online Content Specialist was focused on crafting, managing, and optimising digital content to drive site engagement and support brand objectives. I published compelling evergreen, campaign, and category content ensuring consistency with the brand's voice and aligning with SEO best practices. I worked closely with cross-functional teams, such as marketing, category, designers, and developers to deliver user-friendly experiences that resonated with our target audience.One key achievement was the successful delivery of the BIG W's Toy Sale event, which, to our customers was the biggest shopping event for the BIG W brand.

Norwest Business District

As a Test Analyst, I developed detailed user stories, crafted comprehensive test scenarios, and applied structured testing methodologies to ensure high-quality software deliverables. Collaborating with cross-functional teams, I contributed to identifying and resolving issues early, improving overall product performance and project sanity.

Norwest Business District

As a Content Manager for a start-up compnay, I led content strategy, research, and management to drive brand engagement and ensure accurate, high-quality content was published on our digital platforms. With a focus on SEO best practices and CMS optimisation, I developed compelling copy and maintained content integrity, continuously enhancing our online presence to meet both user and business goals.

Sydney City

As an Online Producer at News Digital Media, I led small to medium digital projects, serving as Scrum Master to facilitate agile workflows and ensure timely delivery. I serviced all News mastheads including News.com, The Daily Telegraph, Courier Mail, Perth Now, and Adelaide Now. My responsibilities included business analysis, resource management, and requirements gathering, along with meticulous documentation to align project outcomes with business objectives and stakeholder expectations.

Surry Hills

Starting my career as a Web Assistant at a Market Research Agency, I supported website updates and led the development of online surveys. I collaborated with teams to implement web changes, maintained content quality, and developed foundational skills in digital project management. This role provided me with a strong understanding of digital operations and hands-on experience in optimising web content to align with user needs as well as business requirements.Day-to-day- Development, testing and launching digital surveys used for online databases, and focus groups- Management of small teams to execute focus groups as per project rules and requirements