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Dwayne Birtles has extensive hands on CMO experience, focusing on using the entire marketing mix to deliver real business outcomes for companies with $500 million to $5 billion in sales revenue. He has been responsible for organisational transformation, ensuring a customer-centric focus, leveraging technology, and enhancing staff development and engagement to drive profitable growth. Dwayne has successfully led both large scale marketing teams of over 85 members and smaller, agile units of 10 team members, demonstrating his versatility and leadership across diverse team structures.Over the past 13 years, Dwayne has worked in senior positions across News Corp, Flight Centre Travel Group, and TripADeal, supporting its rapid growth and acquisition by Qantas in June 2024. His experience is diverse and extensive, aiding businesses aiming for accelerated growth.After thriving in senior corporate positions, Dwayne has established his own consultancy firm SEAM, dedicated to empowering businesses to achieve rapid growth. With a pragmatic, no-nonsense approach to business transformation, he has collaborated with leading media companies across Australia and internationally, as well as prominent enterprise-level Martech platforms. Dwayne's data-driven strategies enable businesses to seize market opportunities, fostering sustained success for his clients.Dwayne has managed annual media budgets that rank among the Top 5 spenders in the travel industry. He has built comprehensive in-house teams for media buying, media management, and creative production, as well as developed hybrid models partnering with agencies, recognising that one size does not fit all. These strategic implementations have saved millions annually for the companies he has worked with while driving increased revenue. Most recently, as part of the executive team at TripADeal, Dwayne served as CMO and played a pivotal role in accelerating the sale of the company to Qantas Group, completing the transaction two years ahead of schedule in June 2024.Dwayne is a thought leader in the marketing industry and has been featured in white papers to support travel businesses coming out of the COVID pandemic.
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FounderSeam It Sep 2024 - PresentAs the Founder of SEAM, Dwayne brings a diverse and extensive background to help businesses pursue accelerated growth.Obsessed with data across all facets of business, he uncovers growth opportunities and enhances the efficiency of marketing channels and teams. With a proven track record of success in various roles, Dwayne is dedicated to empowering businesses to realise their potential for rapid growth through strategic, data-driven approaches. -
Chief Marketing OfficerTripadeal Sep 2021 - Aug 2024Byron Bay, Nsw, AuDriving TripADeal’s growth strategy and revenue generating functions (Marketing, Customer Experience, Strategic Partnerships, etc). Specifically, identifying opportunities to generate and retain customer and revenue across multiple channels with a long term, customer focus. -
Industry Head Of TravelNews Corp Australia Aug 2020 - Sep 2021Sydney, Nsw, Au- Voice of the travel industry internally and being their businesses partner externally.- Responsible for driving the Travel commercial strategy and developing marketing solutions in order to grow share of Travel revenue and become the clients’ primary media and marketing partner.- Consult and partner with Travel businesses to deliver growth in the Travel Industry for both clients and News Corp.- Partner with travel businesses on their marketing vision and strategy for how they can achieve their business and marketing outcomes while delivering market leading opportunities and innovations. -
Head Of Marketing CommunicationsFlight Centre Travel Group Apr 2019 - Aug 2020South Brisbane, Queensland, Au- Leading strategic direction in marketing communications for the Flight Centre brand - Overseeing the marketing communications department of 85+ team members working across Digital Media & Analytics, Content and Creative, Campaigns, Partnerships, Brand Marketing and Expos- Responsible for acquiring new customers and retaining existing customer via marketing channels- Management of the P & L, including media budget for the Flight Centre Marketing department- Responsible for driving traffic (online and in-store), brand awareness and customer consideration for the Flight Centre brand over our competitors -
Head Of Digital Media And AnalyticsFlight Centre Travel Group Nov 2016 - Apr 2019South Brisbane, Queensland, AuLed the digital marketing and analytics portfolio strategy, ensuring the Flight Centre Travel Group leisure brands in Australia fully embraced digital media and accurate analysis of those marketing efforts.The primary leisure brands I was responsible for were Flight Centre, Travel Associates, Student Flights, Escape Travel, CruiseAbout and My Adventure TravelThe areas of digital media managed by my high performing team included, Performance (Paid Search, Programmatic, Meta search), Search Engine Optimisation, Social Media, Email Marketing, Customer Data, Publisher Partnerships, Online Analytics, Media Measurement, Marketing Automation.
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National Data Commercial ManagerNews Corp Australia Jun 2015 - Nov 2016Sydney, Nsw, Au- Developed strategic audience targeting partnerships with media agencies and clients to deliver effective media buying.- Developed sophisticated media solutions with programmatic and Ad Tech teams. - Grew the size and detail of News Corps audience data. - Led the generation of new revenue opportunities for the business that is driven by its targeting capabilities. - Maintained, grew, and innovated the targeting solutions with News Connect.- Ensured data was at the forefront of advertiser responses by News Corp Australia. - Worked with data focused businesses to develop strategic partnerships with clients (Quantium, Pure Profile, Ambiata, Krux, AppNexus).- Promoted the News Connect product proposition within News Corp and in-market.
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Digital Integration ManagerNews Corp Australia Oct 2014 - Jun 2015Sydney, Nsw, Au- Worked with media agencies and clients to deliver compelling content solutions across the News Corp network. - Lead and managed native advertising for our Metro Masthead sites. - Defined value of content driven solutions on the Metro sites (Dailytelegraph.com.au, Couriermail.com.au, etc). - Commercialisation of editorial verticals through constant collaboration with editorial, product and sales.- Collaboration with external suppliers to deliver innovative, customised solutions via video production, content creation and ad unit development. - Aligned advertisers brand messaging, within contextually relevant environments.- Project lead the implementation strategy for custom solutions on the Metro Sites.- Continual analysis of websites performance through Adobe Analytics.
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Digital Integration SpecialistNews Corp Australia Apr 2013 - Oct 2014Sydney, Nsw, Au- Scope and develop content driven,custom digital solutions.- Drive site specific revenue across the Metro Mastheads and Community titles in Australia by rolling out integrated executions (non ad served).- Define how we can effectively monetise our editorial activation's while retaining editorial integrity.- Reporting and insights using Google Analytics and recently Omniture.- Collaboration with developers, designers and producers to deliver the strongest concept and final solution.- Proposing and negotiation of pricing for digital integrated products.- Champion integrated products and educate the sales teams on products features.
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Digital Strategy ManagerXcom Media Apr 2012 - Apr 2013Brisbane City, Queensland, Au- Ensured clients delivered email best practice and database growth and retention.- Built strategy and executed online marketing activities in accordance with client deadlines.- Manager of campaign management team, involving email marketing deployment, A/B testing, segment creation and retargeting- Led multiple digital marketing projects of varying sizes and complexity across 15 brands/organisations. Flight Centre Limited was my main client. - Lead for StrongView training and pitch demonstrations.- Social Media advertising for clients. -
Digital Campaign ManagerXcom Media Jun 2011 - Nov 2012Brisbane City, Queensland, Au- Complete management of clients digital campaigns - initial brief, change management, testing and monitoring of live campaigns.- Execution of email marketing campaigns on behalf of our clients. - Data analysis for EDMs including StrongView reporting and Google Analytics- Grew the campaign teams capacity to manage an increasing number of campaigns through continual refinement of processes. Resulted in large reduction of errors with EDMs.- Segmentation and preparation of data for campaigns.
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Membership And Events OfficerSoutheast Primary Healthcare Network Jun 2010 - Jun 2011- Advisor for marketing methods of events.- Responsible for overseeing all marketing/branded material.- Planning and production of weekly EDM to subscribers. A/B testing deployed for all EDMs. - Managed all membership accounts, achieving highest membership numbers in company’s history.- Managed all non funded revenue for company ( Advertising, Membership, Sponsorship and Event Fees).
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Chairman Ymea CanberraMeetings & Events Australia Jan 2009 - Aug 2009
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Business Development ExecutiveCanberra Convention Bureau Nov 2007 - Aug 2009Canberra, Act, AuDestination marketing for Canberra to attract business conferences to the Nations Capital city
Dwayne Birtles Skills
Dwayne Birtles Education Details
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University Of CanberraMajor In Hr And Minor In Marketing
Frequently Asked Questions about Dwayne Birtles
What company does Dwayne Birtles work for?
Dwayne Birtles works for Seam It
What is Dwayne Birtles's role at the current company?
Dwayne Birtles's current role is Founder and CEO at SEAM.
What is Dwayne Birtles's email address?
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What is Dwayne Birtles's direct phone number?
Dwayne Birtles's direct phone number is +614358*****
What schools did Dwayne Birtles attend?
Dwayne Birtles attended University Of Canberra.
What skills is Dwayne Birtles known for?
Dwayne Birtles has skills like Digital Marketing, Digital Strategy, Digital Media, Email Marketing, Account Management, Online Advertising, Advertising, Brewing, Campaign Management, Social Media Marketing, Online Marketing, Marketing.
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