Money Management Group Pty Ltd, previously Cashflow Manager Pty Ltd, offers accounting and bookkeeping software solutions to micro and small business across Australia and the UK. Since taking over as Chief Executive Officer in February 2021 I have repositioned and restructured the business for growth. This included launching a new SaaS product, okke, to support the bookkeeping and accounting needs of Australia’s underserved sole trader population, as well as defending our core base of over 20,000 micro business across Australia and the UK.Strategic Leadership: Created a growth strategy to create an IPO opportunity for the company. Subsequently, I directed a multi-horizon growth plan, securing board and shareholder approval. Spearheaded the realignment of strategic objectives to support product and market expansion.Team Development and Culture: Recalibrated the team for investment readiness, hired key roles such as CFO and CTO, and through numerous activities and actions, fostered an innovative culture.Financial Stewardship: Achieved a significant EBITDA uplift by identifying cost efficiencies and strategic expense reductions. Surpassed revenue and financial projections consistently.Investor Relations and Communication: Maintained active engagement with key investors and stakeholders, and numerous strategic partners.Innovation and Growth: Managed product pivots and continuous improvement in market positioning to meet emerging needs.

As a senior leader in the organisation, I had full budget and revenue responsibility. I managed a team of three to deliver on a mix of digital and traditional marketing communications campaigns including email, content, social and advertising to drive sales, engage with partners and customers, and build brand awareness with influencers such as Accountants. I also played an active part in our product development, ensuring that the decisions made best meet the needs of our current and future customers. Key areas of responsibility: • Led the go to market strategy development and execution for Australia and the UK. • Led the brand refresh for the accountant’s partner program. • Custodian for all 5 product brands across the business. • End to End ideation and execution of marketing campaigns. • Responsibility for achieving revenue targets across all product sets.

• Identifying markets, decision makers and influencers for new products.• Developing brand and product positioning including messaging framework.• New product launch campaigns including content strategy and implementation.• Agency management for creative, print, digital and investor.• Monthly, quarterly and annual reporting to key stakeholders including Senior Management Team and Board.• Campaign development, execution and reporting to build marketing qualified leads for sales.• Event planning, development and execution for all external and internal events.• Website, digital and social media management including SEO.

• Managing a marketing budget, I developed an integrated marketing and communications plan for the Broker community.• Managed the broker portal including managing content and requests for further information.• Worked with Policy and Compliance, Legal and other relevant areas to oversee sign-off and approval processes for all externally published material.• Created and managed the program of campaigns, engagement activities and events to enhance Broker relationships and increase the quality and volume of sales from this channel.

• Identification of literature and collateral both B2B and B2C that required rebranding to Williams & Glynn.• Working to a budget of $1m, deliverables included the creation & delivery of all design & production briefs and management of the 7 stage approval process.• Advised internally on best practice.• Stakeholder engagement and project management across multiple departments and third-party suppliers. • Change management communication between Royal Bank of Scotland and Williams & Glynn for product & legal.

• Campaign process, planning and execution working alongside the Internal Sales Representatives (ISR) to help generate opportunities for Account Managers in the UK and USA.• Global content strategy, plan and execution which included engaging with content authors external to the business.• Community engagement with Interact customer base through our customer intranet, including responding to inquiries about new features or support issues, organising events and webinars to build strong customer relationships and opportunities for cross-selling.• Event planning and execution covering a broad scope of activities from securing external speakers to agenda planning, ticket sales strategy, budget and logistics.• Sector specific campaign development, including research to identify new markets and accompanying marketing activity plans.• Case studies both written and video.• Global PR including all press release development and distribution.

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