Establish the Customer Insights & Marketing Analytics function at THE ICONIC by recruiting a team of data-driven customer focused specialists.Member of Marketing Leadership Team reporting to CMO.

Key responsibilities:1. Led a team of performance marketing specialists to drive the commercial performance of the TFE Hotels marketing effort across a range of digital channels including paid search, metasearch, paid social and display2. Worked with other senior members of the marketing team and cross functional teams on national brand and tactical campaign strategies; from planning, to overseeing execution with the team and finally providing analysis and insights to key business stakeholders3. Managed key external agency relationships for performance marketing channels4. Oversaw a multi-million dollar annual performance marketing budget, drive team and agencies to hit agreed KPIs5. Oversaw all commercial reporting and analytics delivered by the marketing team6. Translated commercial business targets (sometimes down to an individual hotel level) into actionable marketing strategies and tactics with measurable outcomes.It was my goal to ensure that the Performance Marketing team provided the most commercial value to the business by leveraging data and online customer behaviour to derive meaningful insights and actions.

After a significant digital transformation, I joined the TFE Hotels marketing team in the newly created role of Digital Marketing Analyst and was fortunate to be able to build and shape the role as the needs of the business evolved.Key responsibilities and achievements:1. Developed role as subject matter expert in performance of digital marketing programs and identified new ways to strengthen TFE Hotels analytics practices.2. Drove team performance by setting daily and monthly revenue targets that align to overall business objectives. Provided strategic recommendations on opportunity hotels and markets.3. Partnered with channel specialists within the Digital team to analyse performance of key digital acquisition channels that lead to actionable insights and drove channel revenue growth.4. Established superior reporting infrastructure, processes and dashboards that were rolled out globally.5. Leveraged my previous experience in Revenue Management to enhance the relationship between Revenue Management and Marketing cross functional teams.*****************************************************About TFE HotelsTFE Hotels is the only company headquartered in Australia to design and manage hotels end to end, from concept to successful operation. It has a portfolio of over 70 hotels in Australia, New Zealand, Asia and Europe, with at least 20 in the development pipeline. TFE Hotels was established in 2013 as a joint venture between Australia’s long-established apartment and hotel development and management company, Toga Group (1963), and Singapore’s Far East Hospitality Holdings. Its five hotel brands include: Adina Apartment Hotels, Rendezvous Hotels, Vibe Hotels, Travelodge Hotels and TFE Hotels Collection.

This role was to lead the development and execution of revenue strategy for a group of hotels in Victoria and NSW with total annual revenue in excess of $90 million.

Swissotel Sydney is a luxury five-star CBD hotel with 369 rooms that is managed by Accor Hotels and Resorts. This was a leadership role reporting directly to the hotel General Manager. Primary responsibility was to lead the development and execution of annual revenue strategy in collaboration with the hotel's sales strategy team.