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 management skills and a practice of experimentation to continuously improve the customer experience and increase digital personalisation maturity. Responsible for the management and development of a high-performing, cross-functional Digital Sales team in the skills and capabilities required, introducing new methodologies and practices that assist in the growth of the Digital Sales capability. Collaborating on the identification of customer and commercial opportunities, and working within the McKinsey Transformation delivery framework to deliver complex multi year projects using scaled agile methodologies.

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 psychology of social sharing.• 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 leading omni-channel shopping experience. Producing market leading transformational digital experiences and revenue driving enhancements as well as delivering best practice Go To Market strategies has played a key role in my success optimising conversion uplift, significantly increasing online market share, average weekly sales and ROAS, and growing Average Basket Value YOY. • 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 transformational digital experiences and revenue driving enhancements on an agile development framework.• Executing successful data driven personalisation across both the website and digital marketing channels using insights from the Adobe stack and the Business Insights team.• Leading development of the Conversion Rate Optimisation capability, embedding experimentation within squads and ensuring learnings are shared across functions.• Driving website enhancements with specific focus on growing Average Basket value and conversion rate, driving more revenue from existing customers.

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 services via digital channels, which involved partnering with Marketing, Store Operations, Merchandise Planning and Category. Creation of a new promotional lever with Free Same Day delivery after modelling tipping point for increased sales vs increased costs, which in turn increased products available for Repeat Delivery and reduced unnecessary refunds.

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 including Click N Collect, 360 Loyalty, CRM and best practice Ecommerce and Brand assets. Accountable for reconnecting with customers during the entire purchase journey and beyond, using data driven strategies and a deep understanding of customer needs. Major achievements:• 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 platform, product display and merchandising, digital marketing, Customer Loyalty Program, CRM, single view of the customer, Click and Collect, and new omni-channel payment solutions. In addition to improving the customer experience and increasing sales, AOV, conversion, paid search ROI and ATV, I also launched product personalisation and a new innovative customer-centric way of shopping specific to the industry.Responsibility and achievements:• 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% growth YOY.• Designed, built and launched new website with best of breed ecommerce functionality• Implementation of fully personalised online search and merchandising using Fred Hopper.• Responsible for all Digital Marketing and Marketplaces with an overhaul increasing Search ROI from 7 to 20 with Sales from search increasing by 94%.• Responsible for Hosting, site speed, payment gateway site security and PCI Compliance• Responsible for photoshoot, creative output and merchandising.• Launched new Payment providers, Afterpay and Zip Pay, also integrated with the ERP and POS to allow in-store payment.• Full integration of eCommece systems and ERP enabling total retail omni-channel solutions, integrating online and offline, e.g. Click N Collect, Loyalty Program, Data strategies, Product Personalisation, showcasing inventory levels, Returns.• Expanded international Sales through Borderfree, gaining 4 times increase in global sales.

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 marketing, partnerships and content generation to optimise conversion uplift and capture larger than average order values. Responsibilities and achievements: • 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.• Implementation of new Email client, using data to integrate online and offline. One of the first retailers in the country to report on the Sales driven both in-store and online by email communications.

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 marketing and P&L in my spare time. After 8 years trading, the site has now closed due to diminishing spare time!

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 industries. Clients include Tourism Australia, SalesForce, The Australian Government, Development Bank of Singapore, Bupa, Blackberry, Nike and Boost. My role was responsible for reviewing and feeding back on digital business strategies, creating and documenting digital growth strategies, questioning and re-questioning to understand the root causes of market issues and outlining innovative digital ideas to help solve issues and develop winning digital assets. Responsibilities and achievements:• 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 time and geographic location.• 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 providing positive results for clients.Responsibilities and achievements:• 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.• Advised and executed mobile strategies for clients from conception and build of responsive websites, to segmenting marketing strategies between mobile, tablet and desktop.• Created full customer-centric digital strategy for start-ups including site design review, competitor analysis, business plan review and best use of a limited marketing budget.• Within 6 months, reversed client satisfaction levels resulting in all clients giving positive feedback on services.

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 (PPC), Search Engine Optimisation (SEO), Multivariate Testing (MVT or onsite conversion rate management), Affiliate or Partnership Marketing and Display Performance Media). Due to the ROI focus of the business, the sectors where I gained most experience are transactional sectors such as Retail, Travel and Finance.Major achievements:• 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 Brands and Newcastle Permanent Building Society.• 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, eBay, Macquarie Bank, ING, Virgin Wines, Sportscraft, SABA, Wego, Big W and Pacific Brands (BONDS).• 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.• Leading the overall dgm business strategy and solely responsible for new business strategy• Personally signed clients worth AUD $2.8 million in 12 month period.• Private Business Coaching with Wentworth for 3 years has helped grow and refine business skills• P&L, budget forecasting and target setting.• Representing dgm at key marketing conferences and speaking at digital events.

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 platforms. Responsibilities and achievements:• 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 web and mobile.• Full Marketing plan written and executed for launch and promotion of the new product.• New Product Development of converged fixed/mobile search product solutions.• Complex stakeholder management (multiple departments across multiple parties and multiple countries).

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 was a Channel Manager role with a commercial focus. Responsible for Finance (Credit Cards, Savings, Investments, Retirement Funds, Insurance, Home Loans, Household Bills, Credit Reports), Cars, Dating and Health & Fitness channels.Major Achievements;• 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 process allowed a full understanding of the business model and expected online revenue for 5-6 separate business within each sector, providing excellent insight and adding to my all round business acumen for digitising traditional businesses. • 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• Identified that the Savings & Investment section’s revenue potential was not being maximised. Proactively conducted a full review and made a recommendation for future development, doubling annual revenue

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 role here was to monetise the website and build the paying customer base. Key responsibilities included all revenue brought in by 192.com website, reporting directly to CEO and MDResponsibilities and achievements:• 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 ‘connections’ site with a much broader data driven business plan to be implemented moving forwards. It has now been rebranded to Wasabi and is present in the UK, France, Germany, Italy and Spain.Responsibilities and achievements:• 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 as Stern DE, the most widely read magazine in Germany, and Klassentreffen.de • 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• Marketing of the European website including Media buying, organising PR interviews and working with local PR agencies • Responsible for Creative ideas (coordinating with in-house and freelance designers) and completion of final Ads while working to strict media deadlines

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 brands and working closely with Pangora and Lycos editors to create user friendly shopping features such as product search, gift suggestions and a birthday reminder service. Not only was it necessary to build product content, it was also important to grow the commercial aspect of the channel through brand tenancy agreements and product sales commissions. LycosEurope at that time was a successful online portal competing with the likes of MSN, AOL and Yahoo.Responsibilities and achievements:• 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 clients and maintenance and development of the site. An achievement that helped shape my business persona was organising and running a workshop designed to help clients self manage their own campaigns. I held day long work shops for 10-12 clients at a time where I shared auction marketing strategies and taught basic HTML.