Driving the transition from start-up to scale-up by ensuring sustainable growth through streamlined processes, effective change management, and robust governance. Leveraging over 30 years of experience across operations, training, consulting, product management, marketing, and sales to support strategic business expansion and operational excellence.

Responsible for developing and executing a comprehensive growth strategy, aligning sales, product and marketing efforts, and leading a high-performing team to drive customer acquisition, market expansion, and overall revenue growth for all Tensis products.

Objective delivers outstanding digital government software to the public sector and highly regulated organisations around the globe. I lead an inspired x-functional team of marketers. During my time as CMO, Objective has launched an updated mission that connects all aspects of the business, delivering a consistent message and meaning to the market and employees alike. Key to this has been capturing an extensive set of customer testimonial videos that are used to both motivate the team and engage prospects. I have overseen the successful acquisition and integration of multiple companies that have broadened our product categories and addressable markets. The marketing-automation process has been completely overhauled, ensuring total visibility of prospect and customer digital interactions, lead scoring and reportable attribution.My tenure as CMO covered the COVID-19 pandemic. During this time, I migrated Objectives' annual employee kick-off to a completely digital format. Similarly, we moved the annual customer conferences online, innovating each year by incorporating the latest digital event and staging practices.I have also driven engagement with peak industry bodies in Australia (RIMPA) and the UK (IRMS), quickly establishing partnerships that are delivering benefits for both Objective and the peak bodies.

I rejoined Objective with a singular focus on Objective Connect - a secure cloud collaboration solution built specifically for government and highly regulated industries. As VP, Objective Connect hit revenue targets, delivered a mobile app (with full feature parity), became ISO 27001 certified, IRAP assessed to PROTECTED level, and migrated hosting providers, ensuring ongoing platform stability.Customer Success was also a vital feature of the team, becoming the model on which Objerctive's future CS activities have been based.

FYI has been specifically designed to meet the needs of today's accounting practice. Through a unique blend of online document management and CRM, FYI delivers a step-change in practice automation and efficiency.As Sales and Marketing Director, I was part of the initial launch team defining market messaging, mapping the buyer's journey, creating sales enablement assets, onboarding materials and driving sales activity. This was an extremely hands-on role, where I engaged online with prospects daily and delivered roadshow-style presentations plus face-to-face meetings for high-value prospects. My prospecting outreach secured the highest ARR account for FYI in their first 12 months.

It was great to get back into product management, focussing on the entire software development life cycle. With a massive effort from an engaged engineering team, I oversaw a roadmap that delivered over 30 releases in 12 months - completely redeveloping the entire UX and providing a continuous stream of features.

After an extensive period of leading teams, it was time to re-engage in the marketing mix. The Product Marketing Manager role for Objective Connect saw me develop and implement a complete product marketing strategy, focusing on individual personas within the buying cycle. I delivered an overarching content set with consistent messaging, including Executive Briefs, Product Overviews, Explainer Videos, thought Leadership Presentations, Pitch Decks, and Proposals. Plus onboarding collateral, including Getting Started Guides and Tutorial Videos The comprehensive repositioning of product and value proposition required the launch of a all-new acquisition website and the introduction of a customer success webinar program, where I developed all of the content. I also initiated a National Roadshow Series, singlehandedly executing event management, scheduling, venue hire, landing page and invites, online advertising, presentation development and post-event communicationI was key-note speaker at annual customer conferences and half yearly user groups. In 2017 my efforts were recognised with the 'Objective Results Matter Award'.

As the Marketing Manager, I oversaw the development and implementation of the strategy to activate Accountants and Bookkeepers as both customers and partners. I was responsible for an ANZ marketing team spread across 5 locations, overseeing marketing plans that consistently increased partner numbers, launched new cloud offerings to market and consolidated product portfolios. During this time, my division achieved full revenue and EBIT targets. Customer and prospect engagement was central to the strategy. I led the most significant event series ever run by MYOB, with over 10,000 attendees in both physical and digital environments.I also managed Trans-Tasman sponsorship opportunities working with key industry bodies and associations.

At Rockend I was responsible for a portfolio of property management software products. Within weeks of joining the team, I represented Rockend at industry events and in high-level client meetings. Rockend required a documented product management process. I implemented a best-practice strategy based on the Pragmatic Framework, enabling the rapid prioritisation of product enhancements and defects. These changes drove efficiency within the engineering team and provided roadmap clarity to customers. I have subsequently met with senior members of the Rockend leadership team who said that my processes are still followed years after they were implemented.

In this role, I gained a deep understanding of the product development lifecycle. Leveraging the Pragmatic Framework, I led the replacement of under-performing legacy products with transformational upgrades.As Product Manager, my product portfolio consisted of time/billing, CRM, job management and document management. Split across multiple segment sizes, all enhancements required alignment with a unique set of user requirements and needed to be effectively differentiated between tiers. A key achievement during my tenure was market engagement focussed on solving the business problem of job management with accounting firms. This engagement led to the development and global launch of Job Manager, driving uptake and customer retention for MYOB Practice Manager.I also led the launch of a new product line with MYOB Document Manager, which was designed to be deeply integrated into the workflows of accountants in practice. The majority of the base implemented this product. I always had a close working relationship with customers, spending a significant percentage of my time visiting customers and testing my latest product hypothisis. I travelled through Australia and New Zealand annually, delivering the product sessions at the MYOB Accountants Roadshow. Due to my focus on go-to-market activity, I transitioned fully into the marketing team, effectively taking on a Product Marketer's role. I was responsible for product messaging, customer communications and Sales Enablement.

My speciality as a consultant was the implementation of CRM, time/billing and document management systems. As the Lead Consultant, I successfully delivered the 3 largest implementations nationally. Running solo implementations and managing teams for more complex customers, I over-achieved budget nearly every month (productive and chargeable).

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