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*Strategically collaborated to elevate and optimise customer experiences across Zurich's digital channels, enhancing nine websites, resulting in a significant 42% uplift in Transactional Net Promoter Scores (tNPS) scores (7 to 10) for Ease of Digital Services and Website functionalities.OnePath Website Migration Project* Took leadership of a stagnant project, transforming it into a dynamic and agile initiative by developing a clear digital roadmap for a complex website migration to Adobe Experience Manager (AEM) CMS, employing customer-centric UX/CX design principles.* Facilitated weekly huddles with developers, content authors, and cross-functional teams and used JIRA boards to enhance stakeholder engagement, communication, and accountability, resulting in a successful and timely website launch within budget.* Achieved project deliverables by creating a responsive and user-friendly website experience for OnePath and Zurich customers, showcasing effective digital leadership and project management skills.* Resulted in a 30% increase in website engagement.Adoption of Agile Ways of Working Jira Project* Initiated, planned, and executed a three-month digital process optimisation initiative for the Digital Solutions Team, aligning internal and external customer experiences with Zurich's vision of becoming the leading digital insurer.* Digitised and automated low-value tasks, saving 5.3 hours per week, enhancing operational excellence and service delivery by automating and streamlining Change Request (CR) management through a custom Jira board.*Facilitated technology assimilation, leading to over 80 business team members becoming Jira Cloud users and fostering an agile ripple effect throughout the organisation.* Recognised as a #Breakthru winner, ranking third in Australia, for this digital continuous improvement initiative within Zurich, contributing to improved customer satisfaction and operational efficiency.

*Conducted digital audit of the firm's current state which informed the development of a digital roadmap, providing strategic guidance for optimising digital initiatives and enhancing overall organisational effectiveness. *Mapped customer journeys and created detailed personas for diverse segments, identifying individual needs and financial goals. *Utilised insights from customer journey mapping and persona creation, enabling the execution of targeted client acquisition, engagement, and retention campaigns. *Initiated & led "Project Apollo," a six-month digital website transformation initiative, evolving the static online information page into a dynamic lead generation site. *Architected the design of an online buyers funnel, catering to ideal client personas guiding them through the decision-making process, reinforcing brand awareness & interest. *Implemented a CTA, 'Start a Conversation,' resulting in 40 to 50 qualified advice leads monthly. The user-centric design approach facilitated a client conversion rate of 8% to 10%, leading to successful new client acquisitions. *Showcased expertise in technology assimilation and innovation by strategically integrating digital tools throughout the website transformation process, ensuring a seamless and effective user experience. *Led the integration of marketing automation tools, Mailchimp, to orchestrate a 40% growth in the customer base. Segmented & personalised client communications, sending tailored messages to identified client personas. *Orchestrated digital engagement & education seminars using Zoom & Vimeo livestreaming. *Implemented an automated webinar invitation & RSVP process, optimising client engagement and participation. *Leveraged tracking tools to conduct client surveys, providing valuable insights for continuous improvement & personalised content delivery. *Integrated social channels to establish robust online social communication and engagement channels. *Achieved 50% growth of LinkedIn Followers.

Re-defined the nationally accredited vocational education and training organisation’s digital brand strategy to deliver on the college’s goal to increase new student acquisitions.Project Kondo* Initiated "Project Kondo" recognising the imperative to transform the college's website into a high-converting lead generation digital platform, aligning with the business goal of new student acquisitions.* Led the end-to-end process of designing, building, and launching a new website, strategically incorporating a 'student courses enrolment funnel' to guide prospective students towards downloading Course Guides.* Successfully re-engineered the website, resulting in a substantial monthly influx of 600 to 700 student-qualified leads, significantly impacting and optimising the student acquisition journey.Key Achievements* Led the comprehensive collation, organisation, and insightful analysis of qualitative and quantitative information for the successful initiation of a Student Experience Journey Mapping initiative under "Project SX."* Initiated and drove the creation of the college's brand video WHY story, overseeing the engagement of a video agency, ideation of the storyboard, scripting of the video, and production of the brand video explainer.*Effectively managed agency relationships with external course marketplace platforms, enhancing the college's brand awareness and generating third-party sourced leads.* Crafted compelling brand narratives for marketing strategies and executed cross-channel marketing campaigns to bolster the college's brand identity.*Successfully integrated organic and paid search campaigns, resulting in a significant achievement of 1,000 leads per month.* Led all-encompassing marketing and communication campaigns, encompassing social media content, SEM campaigns, SEO, and website content, strategically positioning the college's brand in the market.

After a successful consulting period of mapping out a Digital Transformation Strategic Plan for the ASX listed wealth management firm, the Chief Executive Officer (CEO) appointed me as the firm’s new Chief Marketing and Digital Officer.* Integral part of the Leadership Team, actively involved in board presentations, demonstrating a strategic leadership role.*Spearheaded the planning, development, and execution of the firm’s comprehensive marketing and digital program.*Successfully implemented an omnichannel marketing and client engagement ecosystem, effectively driving brand awareness and generating new client leads.*Executed disciplined omnichannel marketing strategies across social, email, and content, emphasizing a consistent approach to curating weekly articles and video marketing.*Ensured uniformity of content and messaging across all communication platforms, aligning with brand strategy and creative guidelines.*Initiated, scoped, planned, and executed the Video Storytelling Project, producing over twenty video assets showcasing the firm's brand story and a series of educational 'financial advice' video explainers.*Provided strategic guidance and campaigns to over forty accounting firms partnering with the firm, building on the parent brand’s equity and identity.*Effectively managed vendor, agency, and stakeholder relationships, showcasing strong interpersonal and collaborative skills.*Demonstrated adept budget management skills, ensuring optimal allocation of resources for successful marketing and digital initiatives.

Worked with various small to medium sized financial advisory practices in developing, planning, and executing omnichannel experiences tailored to individual ideated customer journeys effectively leveraging digital and marketing automation tools like Customer Relationship Management (CRMs), Content Management Systems (CMS), and marketing automation platforms to deliver cohesive customer experiences.*Conducted thorough audience research to identify key stakeholders and discern their unique needs.*Developed a Unified Customer Profile, ensuring a comprehensive understanding of the diverse customer base.*Mapped out customer journeys, identifying pain points, blockers, and continuous improvement opportunities for enhanced user experience.*Strategically selected and integrated digital tools to streamline processes and improve overall efficiency.*Implemented marketing automation platforms, fostering efficient and targeted communication strategies.*Established cross-channel consistency, ensuring a unified brand image and message across various platforms.*Leveraged data insights to personalize content, recommendations, and interactions based on individual preferences, enhancing customer engagement.*Monitored, analysed, and iterated strategies and tactics based on data and customer feedback, ensuring continuous improvement.*Conducted staff training sessions to enhance capabilities in using digital tools and understanding omnichannel strategies, fostering a culture of digital competence within the team.

Key Account Manager. Coach. Trainer in Visiplan. Secured national accounts. Designed, created, implemented training programmes for Licensees, Adviser Practices & Planners.

Part of the ANZ Bank intake of graduates. Granted Associate Planner status in Turramurra & St Ives. Achieved top sales in Northern District as an Associate Planner. Promoted to Financial Planner to manage Epping, Eastwood, Top Ryde, West Ryde and West Pennant Hills branches.