Michael Xu Email & Phone Number

Melbourne, Vic, Au

Melbourne, Victoria, Au

Responsible for all platforms, enabling of new capabilities, governance, data and partnerships needed to run the marketing functions. Leading the transition of marketing business to a new marketing platform and ways of working. Ensure marketing compliance obligations are met across the marketing functions, as well as building out the performance/analytics capability.

Melbourne, Victoria, Au

As the owner of Latitude Money's marketing technology stack for Australia & New Zealand, I collaborate with cross-functional teams and manage multiple vendors to drive lead generation, conversions, and retention. I develop and execute digital marketing automation strategies to enhance overall marketing performance. Additionally, I lead and coordinate project teams in implementing Salesforce Marketing Cloud for Latitude's personal lending business, ensuring successful delivery within budget and timeline.

Melbourne, Victoria, Au

As a key member of the team, I analyzed credit policy changes, documented impacts, and led change management initiatives. Additionally, I supported credit decision automation integration, coordinated vendors and teams. I improved home loan assessment efficiency and implemented agile policy change management, enhancing collaboration and visibility.

Melbourne, Victoria, Au

I led a team of data analysts and digital analysts, overseeing online sales across ANZ's retail and commercial businesses. I trained and empowered analysts in utilizing Adobe Experience Cloud tools (Audience Manager, Adobe Target, Adobe Launch, and Adobe Analytics) and leveraging first-party data and propensity models for digital campaigns, resulting in improved sales conversion. Additionally, I utilized Google BigQuery/Adobe Audience Manager to build machine learning models/look-alike models and deliver personalized content based on predictive modeling. These efforts led to delivering multiple content and targeting uplifts, resulting in a significant increase in offer responses.

Melbourne, Victoria, Au

In my role as the product owner of two agile squads, I showcased strong leadership by successfully delivering a new preference center specifically designed for ANZ customers. Additionally, I implemented effective controls to mitigate operational risks during campaign development and executing a seamless migration of marketing campaigns to a strategic data platform. As a result, our campaigns experienced improved performance and targeting, making a significant impact on the organization's success.

Melbourne, Victoria, Au

In this role, I managed the centralized Marketing Data Asset, overseeing its strategic roadmap and optimization. I also took charge of developing and implementing a roadmap for a new marketing analytical asset, transitioning from Oracle to Teradata. I ensured efficient process governance and operational excellence for ANZ's extensive below-the-line marketing campaigns, which comprised 150+ ongoing campaigns.

Melbourne, Victoria, Au

In my role as the lead campaign developer overseeing ANZ's Credit Card & Personal Loan portfolios, I effectively handled all business-as-usual (BAU) campaigns and product communications. A significant accomplishment was my successful reconstruction and automation of over 100 legacy campaigns, ensuring compliance and improving process efficiency. Notably, I established offshore campaign development capabilities, which included providing comprehensive training and support. Additionally, I led the implementation of the IBM Detect project, offering valuable guidance to campaign innovation teams.

Melbourne, Victoria, Au

Rotational program across various divisions, including Analytics & Insights, Project Delivery, and Branch Network, ANZ Call Centre and Contact Centre Design.

Sydney, Nsw, Au

Hong Kong, Central, Hk

Master Of Management, Marketing

Bachelor Of Commerce (B.Com.), Accounting And Finance