Laura Fu Email & Phone Number

Sydney, Nsw, Au

End-to-end responsibility for defining and driving digital sales strategy exceeding digital sales targets across TPG, iiNet brands. Plan and prioritise all fixed broadband and mobile digital offers to achieve target ensuring best practice campaign execution in a test & learn environment towards continuous improvement with a strategic and commercial focus. Business partnering with multiple stakeholders from digital campaign squads, digital product, content, visual design, UX, production, marketing, brand, CLM, and pricing teams to drive channel performance improvements to achieve targets, ensure alignment between the cross-channel product, offer and promotion portfolio and initiatives impacting digital channel to drive performance improvements.Responsible for sales reporting, forecasting sales impact of offers and promotions and aligning initiatives to the digital budget that support driving initiatives through prioritisation processes including securing digital offers, capability requirements, customer experience improvements and traffic generation opportunities to improve digital mix.

I am responsible for the ownership, functionality, training of the SAP C4C global Salesforce CRM platform for Nestlé Professional Oceania market proactively identifying and implementing CRM improvements and enhancements; and to ensure data governance and compliance that is aligned to meet business requirements and improve user experience.Providing to the Commercial, Sales and Marketing teams with required reports and analysis (turn-in orders, market share, etc) to drive decisions and actions utilising C4C and Power BI dashboard platforms to drive performance efficiencies. I provide training and support on proper use of tools and processes in driving sales enablement and operational efficiencies for the wider business.

I am responsible for monitoring customer behaviour and performance, turning multiple data streams (online, CRM, finance) to provide analysis and strategic insights into actionable eBusiness insights to drive maximum channel performance. I provide insights and recommendations to maximise traffic, conversion, sales and customer satisfaction targets to guide long term strategy and daily actions for the eBusiness team across Nespresso.com (B2C) and Nespresso.com/pro (B2B) for Australia and New Zealand. I own the AB testing roadmap, hypothesis generation and evaluation of AB test cases and personalisation to increase online conversion rate through the online shopping funnel.I have advanced Google Analytics certification as well as strong working knowledge of reporting and insights tools (i.e. Power BI, SessionCam). I have a deep understanding of customer lifecycle and running AB testing and personalisation to convert online visitors.

I am responsible for online analysis and reporting as well as the enablement with our technology teams to design, build and implement digitally led service options for our retail customers. Then use data driven insights from Google Analytics and other measurement tools to make informed decisions around content, campaign, and media investment.

I am responsible for digital pricing over 100,000 e-book titles across the digital platforms of our e-retail partners (Apple, Amazon, Google, Kobo) showcasing the best of our diverse offering optimising user experience across digital platforms to drive growth in online sales.I manage the testing and dynamic price experimentation to maintain a highly competitive position through various methods: tiered pricing, big brand authors and promotional pricing via e-retailers.