Claire Wroe Email & Phone Number

Sydney, NSW, AU

UK, Australia, Spain, Chile, Poland, New Zealand, Hong Kong SAR, Türkiye, Brazil, Mexico, The US, Middle East, Ireland, Saudi Arabia And India., GB

UK, Australia, Spain, Chile, Poland, New Zealand, Hong Kong SAR, Türkiye, Brazil, Mexico, The US, Middle East, Ireland, Saudi Arabia And India., GB

Accountable for end-to-end Digital Sales across all portfolios, leading a number of squads to initiate, develop and optimise compelling, customer-centric digital sales initiatives to improve digital experience and NPS, uplift conversion rate and drive significant sales volume. Accountable for the execution of the digital sales roadmap, using product.

• Consulting for Marketing Directors, Digital Directors and Business Owners in need of digital expertise. Providing Digital transformation for traditional businesses.Responsibilities and achievements:
• Review and analysis of Westfield new online business model with risks, considerations and recommendations essential for success.
• Full Analysis of Cancer Council NSW’s social assets proving Social Engagement strategy across multiple Social Platforms for both Pink Ribbon and Australians Biggest Morning Tea. Completed research project into the.
• Created fully integrated Digital Strategy for Pink; integrating current marketing plan with suitable digital campaigns, enhancing with innovative digital ideas to increase donations.
• Lead new ideas forum and created tender to find an innovative new online/offline integrated Auction platform for the POSH high donor gala dinner.
• Organised and analysed marketing and revenue data for an online publisher to discover the true lifetime value of a digital customer in the 55+ sector, enabling an increased marketing spend and resulting profit.

Chatswood, NSW, AU

• Responsible for leading the development and growth of the Petbarn.com.au ecommerce strategy and digital customer experience, driving profitable digital marketing activities while inspiring the customer with a market.
• Accountable for determining the eCommerce propositions and promotions, balancing customer experience and P&L outcomes.
• Lead the Petbarn eCommerce and Performance Growth teams to deliver strategic and tactical business plans, partnering with/influencing other cross functional teams who support in delivering the eCommerce strategy.
• Accountable for the continuous improvement of the website and prioritisation of digital projects within a Digital Steerco environment.
• Produced market leading transformational digital experiences and revenue driving enhancements. Working closely with 3 key squads (Digital Platforms, Range & Convenience, and Martech) to produce market leading.
• Executing successful data driven personalisation across both the website and digital marketing channels using insights from the Adobe stack and the Business Insights team.

Chatswood, NSW, AU

Responsible for the re-platform of the Petbarn website from Magento 1 to Magento 2 and integration of a new PIM, with responsibility for iterative improvements, internal change management, customer experience, conversion optimisation, data integrity and daily trading of the website. I also drove Ecommerce elements of omni-channel trade plans and delivery.

Brookvale, New South Wales, AU

• Responsible for creating a fully connected omni-channel digital & retail experience, promoting products and offers in the most disruptive ways. Driving the strategy and role out for key connected retail elements.
• Completed multi-functional team review of problems and barriers, pin pointing key areas for development and strategy within 1st week.
• Developed connected retail strategy to grow annual ecommerce sales by ~80% growth YOY, including strategies to maximise store sales with an additional $25.8M.
• Review, recommendations, prioritisation and in some cases launch of website features specifically related to cart and checkout for web store.
• Initial changes to Email strategy, merchandising and promotional execution resulting in 51% growth in conversion and 54% growth in revenue YOY.

Alexandria, NSW, AU

• As the equivalent to Chief Digital Officer, this role involved developing and driving the Omni-channel total retail strategy. This included the development and continuous improvement of the online mobile/desktop/social.
• Full P&L responsibility.
• Building and inspiring a successful ecommerce team to deliver exceptional results
• Greatly exceeded financial targets and all KPIs. Sales - over 80% annual growth YOY (well over 100% growth monthly YOY by end of fin year), Customer DB - 50% growth YOY, Conversion Rate - 12% growth YOY, Traffic – 45%.
• Designed, built and launched new website with best of breed ecommerce functionality
• Implementation of fully personalised online search and merchandising using Fred Hopper.

Alexandria, NSW, AU

• This role involved refining and executing digital strategy, with responsibility for driving business profitability by improving digital assets, including website function, merchandising, conversion rate, digital.
• Increasing visitors, improving customer communication, increasing conversion rates and capturing larger average order sizes.
• Management of all digital assets including website function, merchandising, conversion rate, digital marketing, partnerships and content generation.
• Exceeded financial targets and KPIs. Sales - 40% growth YOY, Conversion Rate - 32% growth YOY.
• Launched brand new website moving onto Magento to introduce current ecommerce capabilities for improved site trading.
• Implemented new reporting spreadsheet saving valuable time on a Monday morning and allowing finance easy access to performance against targets and KPIs.

Boutique Accessories was an innovative online retail website selling Australian designer Fashion Accessories. Using cutting edge Augmented Reality technology, the site offered Australia’s first Virtual Mirror, allowing customers to ‘try on’ jewellery before they buy. I ran all aspects of the business including marketing, PR, sales acquisition, search.

Sydney, NSW, AU

• 6.2 is an innovation lab that exists to create market opportunities for businesses. With a multidisciplinary team of strategists, designers, consultants and software developers, 6.2 works across a broad spectrum of.
• Developed Social Intranet integration strategy to help a seasonal business stay engaged and connected providing continuity, information sharing and encouraging innovation in an otherwise disparate team separated by.
• Reviewing the Superannuation market to create a strategy for AMP to revolutionise how people interact with their account while innovating how and what the market can invest in.

• Amplify are a forward-thinking digital strategy and execution agency. By using smarter, data-driven strategies and seeking out new and emerging marketing technology, they are the architects of new methodologies.
• Management and motivation of Amplify Digital and Development teams
• Designing and implementing complex digital marketing plans for clients
• Management Consultancy for brands and publishers.
• Driving offline conversions with digital assets
• Data strategy development to allow personalised site ability and increased conversion rates through providing each customer with the most relevant and personalised content and offer.

• As a key member of the senior management team and new product development team for 5 years, my role required me to be a Marketing consultant for major brands’ multi-channel acquisition strategy (across Paid Search.
• Evangelist for multi-channel acquisition strategy. Pioneering multi-channel digital strategy and the integration of digital channels with all other marketing for brands such as Heritage Bank, Virgin Wines, Pacific.
• Creating online acquisition strategies for the following major brands; Woolworths, Bigpond, Dick Smith, JB HiFi, Quicksilver, GE Money, ACER, Lenovo, Suzuki, Zuji, Tourism Western Australia, Unicef, AirNZ, Westpac.
• Key member of business executive (consisting of myself, MD, Client Services Director and Head of Search).
• Leading the project to set up a dgm Social Media offering, including review of facets based on acquisition marketing and providing guidance on how Social Media fits with SEO and PPC.
• Managing the Business Development team, analysis of new revenue streams and leading all competitive pitches and RFP responses.

Issy-les-Moulineaux, Île-de-France, FR

• Development of Search and 3rd party products including Desk Top Search and the Search Toolbar, as well as multi-platform products such as Local Search and Dating that needed to seamlessly span both web and mobile.
• Working with internal UK and European business areas to plan, build, launch and monitor the product lifecycles.
• Strategy, Business Justification/Business Case, Stakeholder Management, Marketing and Promotional planning, Product and Localisation Specification, Technical Commissioning and Release.
• Maximising P&L impact of applications and ensuring budgeted targets are achieved.
• Presenting recommendations to European Business Heads for sign-off required the ability to present at many levels, both big picture and detail; powers of persuasion were essential. All products rolled out across both.
• Full Marketing plan written and executed for launch and promotion of the new product.

Issy-les-Moulineaux, Île-de-France, FR

• Key responsibilities include tendering for individual channel relationships, stakeholder management, contract negotiation, identifying new business opportunities and creating channel strategy and budget documents. This.
• Regular running of tender process to systematically choose partners based on usability of site, design, functionality, features and benefits, commercials, innovation, legal considerations and industry regulations. This.
• Contract negotiation of new Dating partnership allowing for partner to be live ahead of the deadline. New deal value £100,000 more per year than the previous deal
• Full understanding of the deal process, and regular presentation of business cases for each recommendation to senior board members.
• Responsible for submission of the yearly Budget for my sections and reporting against targets
• Channel Strategy

London, London, GB

• 192.com is an online directory, listing businesses, phone directories, full names, addresses, age guides, property prices, aerial photos, company & director reports, family records, census information and much more.My.
• Established Affiliate marketing arrangement on 192.com to allow increase of user-base by giving away free credits while still collecting site revenue from affiliate sales, creating new revenue stream of £50k per month.
• Introduction of monthly Newsletter creating £15,000 new monthly revenue for the website.
• Project Management and Marketing of new viral product, Valentines United. Customer acquisition of 170,000 in 1 month.
• Writing and editing legal contracts.

ES

• Passado / mipasado is a pan-European website similar to classmates or friendsreunited. It was the largest of these websites in Europe and covered 7 countries. When starting this site, the long term plan was to create a.
• Launch of new Pan-European website in 5 countries, later moving into Latin American countries
• Business review of Australian internet market including initial negotiation with media owners and competitors; recommendation not to compete against well established category leaders
• Negotiated and Signed Pan-European contracts with all target European publishers. MSN, Lycos, AOL, Wanadoo, eresMas, Tiscali etc. Project and Account Management for above deals. Resulted in overtaking competition such.
• Within one year, succeeded in developing Passado.de and Mipasado.com (Spain) into the largest school reunion websites in those countries
• Supported the CEO with the acquisition and takeover of Klassentreffen.de

Haarlem, ., NL

• My main responsibility here was to build the Lycos shopping channel, integrating with shopping technology ‘Pangora’ to create a one-stop shop ecommerce environment. This involved forming relationships with large retail.
• Key player in the launch and development of the Shopping Channel, recruitment of partner sites, selling sponsorships and creating a “one stop shop” e-commerce environment.
• Involved in the channel strategy to encourage growth of traffic and channel revenue.
• Account Management of high worth clients and account development, cross and up-selling
• Promotion of competitions, offers, newsletters, ad campaigns and other consumer communication
• Monitoring competitor sites for new initiatives and competitor movement. Regular use of Neilson Net Ratings and Jupiter to conduct such research

Poznan, PL

QXL.com was a pan-European auction house, at the time, neck and neck with eBay in Europe. It was my first foray into online and responsibilities included gaining new suppliers to sell products within the Travel channel, uploading and downloading of all auctions and sales, creating the monthly travel promotions email, account management of major travel.