- Optimised digital data collection and analysis set up done by multiple consultants such as Deloitte, and for different accounts including Virgin Money, TAL and Auto & General (Budget Direct)- Designed and executed tracking for new checkout/application form funnels with conversion rate optimisation (CRO) initiatives and audience/media targeting in mind- Streamlined campaign tracking set up for marketing team and agency use so that only a single tracking code was needed to go to both Google and Adobe Analytics- Designed and developed Virgin Money's analytics strategy as they role out their CRO initiatives and launch as a digital bank

- Led and owned the analysis of optimisation tests (Adobe Target) that delivered up to 200%+ uplift in success rates, including personalisation initiatives based on users' browsing behaviour- Increased employee excitement and self-service use of digital analytics, with logins of Adobe Analytics going from ~600/month to ~1800/month- Led the strategy of Vodafone’s e-commerce related tracking in Adobe Launch and Analytics, as well as led training and storytelling sessions to mentor entire team on their ability to make data driven decisions- Administrator of Adobe Analytics and other softwares including Hotjar- Designed the main dashboards for the team and senior stakeholders that highlight key customer and business trends (such as product preference trends)-Improved automation of tracking through the removal of manual classification tasks- Encouraged team focus on behavioural analytics through the creation of customer segments and profiles in Adobe Analytics, and behavioural-focused visualisations (such as time based heat maps for different segments)- Explored Adobe Audience Manager to further improve customer profiling for implementation in business- Experienced with Adobe's tagging systems, having migrated Vodafone from Tealium to Adobe Launch- Publisher and maintainer of tracking in Adobe Launch, where the accuracy of several data points saw an improvement, including for order rates by more than 25%- Enriched and curated data collection with a strong focus on customers and the business through methods such as increasing lower funnel attributes collected by 260%

- Owned and worked closely with data scientists on the execution of SMS, eDM, as well as in-appmulti-million dollar revenue campaigns to target specific customer cohorts- Conducted pre and post campaign reviews, including for the Prepaid Weekender Campaign; thelargest loyalty campaign for Vodafone’s Prepaid customers- Executed digital retargeting campaigns using SAS and performance analysis using Adobe Analytics- Daily reports on churn and customer base trends for the wider team and executives throughplatforms such as Qlik- Worked closely with product team on analysis (SQL) of key customer segments, such as students and international customers to better understand their preferences to improve product design- Mapped multi-channel customer journeys to improve customer lifecycle analysis

UniLab, a startup, dreams of providing a network where laboratories and researchers are able to connect, share ideas and schedule times of collaboration with each other. Through institution-wide laboratory management software solutions, Unilab is part of the trend towards the creation of a digital campus for universities.Market research initiatives were executed through creating a database of all potential client profileswithin Australia and analysing customer characteristics to understand the viability of the Australianmarket

A small business, proud to be small and personable, that strives to create a free dialogue with our students online and in class, and inspire them to believe in their potential.During my time, website traffic was increased by 3000% and achieved organic first page ranking on Google through blog posts and social media activity that were based on customer interest trends.

Percarus Weddings recognised the growing need of consulting for multicultural weddings, as modern Australia became ever more diverse and cultures converge upon each other.Digital content pieces were specifically designed to target a diverse range of audiences from different cultural backgrounds. We built relationships with customers face to face at exhibitions on a personal level to help consult them on one of the most personal times of their life - their wedding.