Edward Murphy Email & Phone Number

Melbourne, Vic, Au

Melbourne, Victoria, Au

A specialist in marketing, customer service, and donor database management for the Foundation.Managing a team of marketing and fundraising professionals. Donor journey and segmentation development.Overseeing all aspects of fundraising campaigns, including major appeals.Digital marketing and fundraising.Data quality and integrity.Regular giving acquisition and retention.Supplier and system management.

Richmond, Victoria, Au

Key achievements:• I led the strategic change of direction in marketing and fundraising by writing the organisation’s fundraising strategy, planning the departmental structure, and sensitively managing the change as teams move departments or are freshly recruited.• I led the creation of brand guidelines for visual identity and tone of voice, and planned the internal stakeholder rollout and external rollout. • I significantly increased digital engagement and revenue, for advocacy campaigns, training sales, and fundraising, by coaching and directing digital marketing staff.• Launched two advocacy and information campaigns – one gathering lived experience from adult abuse survivors, one on the signs of online child abuse and exploitation.• Delivering marketing campaigns for successful partnerships with Target, Victorian Racing Club, and the Yiayia Next Door Pan Macmillan cookbook.Key responsibilities:• Build and lead two distinct teams – Marketing and Support Services (and before that, Fundraising) – to build cohesion, retention and high quality outputs.• Lead successful marketing campaigns across social, email, events, ambassadors.• Articulate and define our brand identity, and ensure consistency across all channels.• Manage relationships with suppliers, ambassadors, senior stakeholders and partners.• Develop and report on budgets, KPIs, and organisational strategy.• Data quality and system management and integration of CRM and student management systems.• Develop and leverage strong relationships within the organisation to create a content pipeline, to share our amazing work with the Australian public and our supporters.

Melbourne, Victoria, Au

Key achievements:• I managed the Digital team to increase online revenue during our end-of-financial-year fundraising campaigns by 17% YOY increase, reaching almost $900,000 and acquiring 1,411 new donors.• I led the research and development that delivered new brand positioning – including narrative, proposition and tagline – for CARE Australia. • I led the planning of internal and external brand rollout and stakeholder management.• I drove SEO and iterative web redesign projects, resulting in improved rankings and sessions, and donations through landing pages that never converted before.• I recruited and maintained the morale, motivation, and collaborative spirit of a my team. Key responsibilities:• Build our brand equity, raise our profile, enrich supporter engagement, generate new leads and grow income;• Create, lead and motivate a highly talented, engaged and empowered team of marketing, communications and digital professionals;• Find new and emerging audiences to reach, target and engage with our brand;• Deliver a ‘remarkably consistent and consistently remarkable’ brand strategy that develops one voice across all consumer touch points;• Lead successful marketing campaigns across PR, media, social media, influencers, content marketing, link building and conversion, email, events and brand activations; • Safeguarding and growing the $2.5M revenue taken through CARE Australia’s websites every year and working closely with fundraising teams to build donor loyalty;• Lead on product innovation and development to identify new ways to reach and engage with the Australian public to raise funds;• Develop and report on budgets, KPIs, and organisational strategy; • Develop and leverage strong relationships with CARE ‘s country offices, CARE International peers and other INGOs for content gathering and joint initiatives.

Melbourne, Victoria, Au

Key achievements:• I created and led the digital marketing and engagement strategy.• I led the redesign and re-platforming of the CAREgifts e-commerce site for improved customer experience, resulting in a 50% reduction in cart abandonment, and a 68% increase in organic search revenue YOY.• I increased email revenue by 81% and email sessions by 16% YOY.• I made donation forms PCI-compliant across all sites and improved conversion rate.• I increased Facebook engagement rate from 1.6% in 2017 to a 6% average in 2019.• My change management during the restructure of the Digital team maintained service and morale, while building strategic capability.• My focus on SEO resulted in improved rankings and sessions, and donations through landing pages that never converted before.• I launched a Facebook to telemarketing lead generation campaign with challenging new creative style designed to stop the scroll, and model to scale up acquisition of leads while keeping cost-per-lead low. Key responsibilities:• Safeguarding and growing the $2.5M revenue taken through CARE Australia’s websites every year.• Providing digital vision and expertise, fostering a culture of innovation and accountability in the Digital & Data team and beyond.• Setting the strategic direction of all websites and social media channels for brand engagement, acquisition of new customers, and fundraising. • Lead the implementation of email marketing, SEM, SEO, and social media campaigns to achieve maximum online visibility and increased share of referral traffic.• Using analytics, A/B split-testing and UX expertise to improve digital customer experience and increase conversions.• Leading CARE Australia’s first-to-market digital response to all emergency appeals.• Accountability for several budgets, including their development and reporting, and the creation of business cases for new initiatives.

Southbank, Victoria, Au

• Built and managed a team of digital professionals to increase CPA Australia’s digital maturity, bringing strong creative, UX, analytics and digital business analysis skills.• Digital strategy for CPA Australia’s suite of digital products and websites for improved customer experience, engagement and conversion.• Led a program of persona development, customer journey mapping and personalisation, which increased page conversions and reduced exit rates - this work was awarded two Sitecore Experience Awards.• Redesign and development of the www.intheblack.com website, meeting its objective to broaden its audience through increased sharing and articles read per visit.• Redevelopment and content migration of the www.cpaaustralia.com.au website, introducing mobile responsive design.• Delivered a new IA and creative design of the CPA Australia website following extensive user research.• Digital strategy for online course sales, optimised conversion, and customer experience.• Primary adviser to senior leaders on digital strategy, digital products, content and UX.• E-commerce education product redesigned for improved UX and increased sales.• Led the strategy, design, and delivery of the catch-up TV website for our CEO’s co-production with NINE Network, In Conversation with Alex Malley.• Digital strategy for CPA Australia Advice, a new start-up company using a mix of existing systems and infrastructure and new SASS products.• Project managed the deployment of the iApply form builder and its integration with CRM and payment systems, to improve UX and automate online application processes.

Southbank, Victoria, Au

• Built and managed a team of digital professionals to increase CPA Australia’s digital maturity, bringing strong creative, UX, analytics and digital business analysis skills to the organization.• Through extensive UX research techniques, delivered a new IA and creative design of the CPA Australia website.• Developed governance and processes for managing content across multiple CPA Australia websites. • Led the creation of CPA Australia’s first digital brand style guide.• Consulted across the business as a passionate advocate for customer-centred digital transformation at all levels of business.

Melbourne, Vic, Au

• Delivered the City of Melbourne’s tourism website www.thatsmelbourne.com.au • Set content strategy, design direction, and marketing campaign alignment.• Managed multiple stakeholders across council departments.

London, Gb

• Designed and maintained the UK Parliament http://www.parliament.uk/ website.• Advocated user experience and accessibility throughout Parliament.

Australia, Au

• Managed and redesigned legal resources intranet.• Performed online legal research and case law enquiries.

London, Gb

• Maintained UK Parliament http://www.parliament.uk/ website.• Creative design and development of web content.

London, Gb

• Librarian and frontline services at the House of Commons.• Answering enquiries from Members of Parliament and the public.

Postgraduate Diploma, Information Science

Bachelor’S Degree, Cultural Studies