Clients: Qantas Frequent Flyer / Aquire, Fairfax MediaRole summary:- Driving strategic direction for subscriber / member retention for Fairfax Media through the development of new lifecycle communications - Development of campaign member lifecycles across Qantas Frequent Flyer and Aquire programs- Campaign planning and management across channels including display, eDM, SEM, Social and PressExamples of work:Revenue diversificationInvestigating and developing new revenue models that identify consumer truths to drive industry transformation and potential generate tens of millions of additional revenue for both Fairfax and Pfizer.Fairfax lifecycle communicationsFormulation of new engagement and retentions lifecycles maps and process across the Fairfax Media’s consumer and business titles. Included identifying opportunities to create stronger engagement with content. Full communication journeys are rolling out but results to date have shown up to 100% increases in open and click through levels.Qantas campaign planningDeveloping campaign lifecycle for Qantas Frequent Flyer to build a stronger emotional connection with QFF points. The campaign has been one of Qantas’s most successful ever with the own channels driving almost 90% of all traffic to campaign pages.

Clients: Fairfax Media, Pfizer, Cisco and FlexiGroup Summary:- Campaign planning and management across channels including display, eDM, SEM, Social and Press- Ongoing performance media management, analysis and optimisation- End to end management of multiple site builds from gamification and simple landing pages through to complex sites - Guiding a team of Account Manager and producers across clients and projects to meet and grow revenue and profitability targets- Development of new account opportunities across the Fairfax portfolioExamples of work:Night Noodle MarketsInstigated and led the development of the Night Noodle Market Map. Based on the insight that the markets are confusing and often challenging to navigate, we developed an experience that let users navigate the market on their phone, view menus to help make user’s nights even more enjoyable. Over 10% of market goers in Melbourne visited the map.World’s Best Fielder (WBF)Leading Fairfax’s first foray into content gamification, WBF was developed to drive engagement with Cricket World Cup content. So well received at Fairfax it became the first piece of external development work to ever appear within their news sites. Consumers loved it too with 27,000 game plays, and over 1million runs stopped. WBF also picked up Silver in IAB’s creative showcase.Cisco CumulusManagement of the UX and design of Cisco’s global SMB e-commerce cloud store offering products direct to their business customers – flipping Cisco’s traditional Model on it’s head. The site now sets the benchmark for all UX and design projects globally for Cisco.Pfizer Tax campaignOngoing management, reporting and optimisation of always on social and SEM acquisition campaign – reaching over 5% of smokers in the last 12 months and helping over 30,000 smokers start their cessation journey.

Clients: Toyota, Toyota Fleet, Australian Paralympic Committee (APC)Summary:- Development of CRM strategy and implementation across Toyota’s consumer and business audiences- Responsible for maxmising customer value through customer profiling, segmentation and propensity modelling to drive enhanced communications and up / cross-sell opportunities- Acquisition and retention campaign planning & management from SEM and social to partnerships- Management of complex eCRM programs that guides prospects along the path to purchase- Development of new donor acquisition platform and regular giving lifecycle to maximise lifetime value- Responsible for managing a team of five and guiding team growth through the development of new revenue opportunities to drive increased profitabilityExamples of work:APC ‘We Believe’ campaignLed fundraising diversification and branding initiatives including APC’s first online donor acquisition program, which in it’s launch phase exceeded target by almost 50%.Kluger / Prius v Mouths of MumsManaged Toyota’s pilot user generation content program through the identification and formulation of partnerships with relevant publications to leverage their audience and credibility. The pilot was such a success we commissioned a second campaign. Both resulting in thousands of hot leads for the dealer network and independent UGC that is still a key feature of the Toyota website years later. RAV4 launchPrior to the ATL launch of RAV4, Toyota wanted a mass impact digital campaign on a limited budget to build a prospect pool to drive early sales of RAV4. My role was to lead the joint agency response. The result, a huge PR stunt in Melbourne CBD, a 24 giveaway promotion and a gamification platform to fully qualify leads. The campaign delivered over 100k entries within 2 weeks. A huge achievement for a campaign that was built in under 6 weeks and cost a fraction of Toyota’s normal TVC launch budget.

Clients: Volkswagen, ING Direct, National Heart Foundation, Western Sydney Giants, Aon and HBFRole Summary:- Account forecasting and financial management – ensuring that account growth and profitability targets were met- Strategy development for acquisition campaigns for Hill’s Pet food, Greater Western Sydney Giants and FlexiGroup- Supervision of campaign implementation across multiple channels, including press, radio, mircosites, email and DM- Team and supplier management

Clients: NSPCC (National Society for Protection of Cruelty to Children), Air France, LOVEFILM, Royal Navy and Debt Free DirectRole Summary:- Management of direct marketing donor retention campaigns for the NSPCC - Campaigns were highly segmented with multiple creative tests reaching nearlyone million donors- Running of client planning day mood video projects- Supervision of a project to develop a 450 page donor thank you book- Management of digital campaigns for Air France, LOVEFILM and the Royal Navy as well as TV campaigns for Debt Free Direct