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An accomplished digital marketing leader with over 15 years commercial experience in roles managing CRM, Loyalty, Customer Insight, MarTech, Analytics, and Product. From crafting three different loyalty programs through to delivering some of the most complex lifecycle management programs around, I have a track record in combining people, data, creativity and technology to drive returns from customer marketing. I’ve led teams of over 30 people both on- and off-shore, and thrive on finding and utilising the strengths of individuals to create meaningful team and customer experiences.My specialities:+ Team development, including offshoring+ CRM strategy+ Digital product development and ecommerce operations+ Marketing automation technology (esp. Salesforce Marketing Cloud)+ Loyalty program development+ Marketing analytics+ Commercial developmentReach out for a chat, otherwise you may bump into me at Sydney FC games or one of the many GM classic car meets around Sydney.
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Head Of DigitalCraveable Brands.Sydney, Nsw, Au
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Head Of DigitalCraveable Brands. Aug 2019 - PresentChatswood, Nsw, AuDriving revenue growth through exceptional digital experiences for our Red Rooster, Oporto and Chicken Treat customers. Role includes development of e-commerce platforms and channels, operational excellence with our aggregator partners, and build of group CRM & loyalty capability.Highlights include:- Led the groundup build of ecommerce for 2 QSR brands inc iOS and Android apps. - Led UX design and feature builds for an award-winning in-store ordering kiosk.- Successful build and rollout of click and collect across three brands, including the innovative Kerbside Pickup channel. -
General Manager - Customer MarketingWilliam Hill Sep 2016 - Jun 2019London, England, GbKey responsibilities:- Management of the CRM, Performance, Promotions, Marketing Ops, Marketing Technology, VIP and Analytics functions.- Development and engagement of 10 Sydney and 25+ Manila based staff. - Accountability for customer retention and sales, coupled to a $35m+ marketing budget. - Ownership of the end-to-end customer experience.Highlights:- Rebuild of the customer lifecycle marketing program, across eDM, SMS, push, MMS, social, display, OTM, in-app, and onsite personalisation. 3.8x ROI for the lifecycle marketing program. - Ideation, delivery and management of the customer loyalty program, William Hill Rewards, including partnership management with Velocity Frequent Flyer. - Development of the offshore CRM and Marketing Technology teams, enabling rapid development and constant optimisation of customer communications.- Launch of the first video-in-SMS campaigns in the country.Strategic projects role through the merger of William Hill and CrownBet, including:- Migration of the William Hill customer base to BetEasy, including responsibility for maintaining customer performance through the transition period. - Review of dual-business marketing strategies and build understanding of opportunities for efficiency improvements across affiliate, SEM, paid social, mobile and CRM.- Strategic review of the legacy points-based loyalty program and design of the new personalised 'daily promotions' program. -
Head Of Crm & LoyaltyTabcorp Dec 2014 - Sep 2016Melbourne, Victoria, AuPromoted to lead the CRM and Loyalty teams, with responsibility for the retention of 700,000 customers across four brands. Initiated and led the marketing implementation of Salesforce Marketing Cloud for TAB and Keno. Managed a high performing team of 12, delivering measured ROI through best-in-class engagement and retention strategy. -
Loyalty Marketing ManagerTabcorp Jul 2012 - Dec 2014Melbourne, Victoria, AuLed the rebrand, repositioning and retail expansion of the customer loyalty program. Managed the Loyalty team, to drive measurable customer uplift through spend stretch and retention benefits. Developed the program with the external loyalty supplier, including the build of a comprehensive customer-level promotions engine, and the deployment of the mobile site.
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Marketing & Memberships ManagerManly-Warringah Rugby League Club Sep 2011 - Apr 2012Responsibility for the overall product mix within the venue and for marketing activities. Introduced a number of new initiatives including Local Area Marketing campaigns, a daily lineup of entertainment offerings, and championed development of a secondary F&B outlet.
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Insights Manager - Australia & New ZealandAristocrat Feb 2011 - Sep 2011North Ryde, Nsw, AuResponsibility for building market intelligence services and delivery within the Australia and New Zealand business. Delivered a range of new insights, focusing on market and product performing performance in support of the R&D function. -
Business Development Manager - North AmericaInterblock Gaming Dec 2009 - Dec 2010Las Vegas, Nevada, UsMarket development role for Interblock, the leading manufacturer of automated table games globally. -
Product Manager - Multistation GamingAristocrat Dec 2005 - Oct 2009North Ryde, Nsw, AuHeld an instrumental role in the product development process from concept to commercialisation in the amusement Poker line of product. Product subsequently received multiple industry awards and sales success.Also held product marketing responsibility for the range of PokerPro electronic Poker products & Interblock electronic Roulette, Sic Bo, and Blackjack products. Managed key customer relationships for the product, including pre-sales client presentations and product training and support. Project managed a number of operations. Managed the product rollout across over 60 international jurisdictions including product development for individual markets.
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Market Research AnalystAristocrat Apr 2004 - Dec 2005North Ryde, Nsw, AuManaged marketing research across the Australian business, reporting through to the GM Marketing. Delivered regular performance reporting on games. Developed and executed the company’s first global consumer research program.
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Sales ExecutiveValtel Dec 2001 - Mar 2004Privately held electronics retail group that launched the first Sony and Bose specialty stores in Australia. Joined at startup, helping build and merchandise the Hornsby location.
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Sales AssistantBing Lee Electrics Feb 2001 - Dec 2001Sydney, AuSales of consumer audio-visual products, including the first digital cameras and plasma products.
Brad Martin Skills
Brad Martin Education Details
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Macquarie UniversityInformation Science -
University Of RoehamptonMarketing
Frequently Asked Questions about Brad Martin
What company does Brad Martin work for?
Brad Martin works for Craveable Brands.
What is Brad Martin's role at the current company?
Brad Martin's current role is Head of Digital.
What is Brad Martin's email address?
Brad Martin's email address is br****@****nds.com
What is Brad Martin's direct phone number?
Brad Martin's direct phone number is +613986*****
What schools did Brad Martin attend?
Brad Martin attended Macquarie University, University Of Roehampton.
What skills is Brad Martin known for?
Brad Martin has skills like Product Management, Marketing Strategy, Crm, Competitive Analysis, Marketing Communications, Marketing, Business Development, Gaming Industry, Product Development, Direct Marketing, Start Ups, Social Media Marketing.
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