David Esplin Email & Phone Number

Sydney, New South Wales, Australia

I’m responsible for driving the product development of the platform behind Woolworth’s subscription services, Everyday Extra and Deliver Unlimited.

Sydney, Australia

• ACHIEVEMENTS
• Delivered a redesign and rebuild of afr.com increasing content engagement, visits and subscriber satisfaction
• Delivered AFR's first Android app, which was installed by one-third of the Android subscriber base and received a 4.4 out of 5 rating in the Google Play Store.Led the introduction of content personalisation, which.
• Defined and delivered utilities for editorial and commercial teams to publish content collections. Result was an immersive reading experience for audiences which increased content engagement and commercial revenue.
• Pioneered the use of AI to provide topic and content recommendations for subscribers, which grew content consumption per visit and engaged time.
• Rebuilt and redesigned AFR's Markets and Company data platform. Resulting in consolidated data vendors, reduced costs and greater engagement in markets and company content.

Sydney, Australia

• Transitioned 8-week subscription products to start weekly, resulting in a 4% increase in sales conversions and an uplift of monthly revenue.
• Restructured the product and technology teams to integrate external partners, resulting in a reduction in business costs while still meeting all product deadlines.
• Coordinated the go-to-market strategy for new subscription products, resulting in a 4% increase in customer acquisition and improvements to customer retention.
• Led the product strategy and delivery for the company's primary e-commerce platform, responsible for a large majority of annual sales.
• Represented the product team with fortnightly meetings with the CEO, providing updates on product progress and ensuring that product decisions aligned with the company's strategic goals.
• Led data analysis and customer research to develop new products that increased customer engagement.

Sydney, Australia

• Led the redesign, experimentation and delivery of landing pages promoting company products resulting in 55% increase in visits to eCommerce checkout and 34% increase in revenue.
• Led the redesign, experimentation and delivery of an eCommerce checkout experience resulting in a 6% increase in sales conversions and increase in revenue.
• Managed the day to day operation of the product & technology team reporting directly to the CTO.
• Product owner for the company’s subscription platform for 8-Week meal plan with recipes, articles and video content.

Sydney, Australia

• Owner of a small digital agency providing product and consulting services, user research, UX, product design and web development across web, mobile, search and inbox.
• Clients included The Star, Murdoch University (WA), CompareTV, Five Star Games, Rushcutters Bay Tennis Centre.

Sydney, Australia

• Fixed term contract at KidSpot.com.au managing customer data migration to new CRM platform.
• Led UX improvements on data capture forms for mailing lists and support

Surry Hills, Sydney

• Managed the Smirnoff Australia digital account from 2009 to 2012
• Lead product development for bespoke competition system and iOS app for Carlton Dry (2011-12)
• Delivered the company’s first iOS app for inthemix.com.au (2012)
• Lead project manager for internal projects
• Coordinated campaign asset delivery and external agencies
• Website analytics and campaign reporting to management

Sydney, Australia

Bachelor Of Arts, Media & Communications Degree

User Experience Design