Colossalbet launched in March 2021 as one of Australia's newest players in the wagering industry.As GM Marketing, my role was to establish and grow a marketing division responsible for partnerships, ATL & BTL marketing inclusive of CRM programs, SEM, social media and display advertising, brand and graphic design whilst managing a substantial budget (opex & generosity).Key achievements include:- Establishing a marketing division and regular performance reporting to the board of directors.- Established all core digital/digital ops and marketing strategy that drove a significantly higher T/O result v budget & multi-million Y1 revenue result.- Delivered a brand promise of 'Australia's Premium Bookmaker', providing premium service via our relationship managers, great odds & an array of support channels.- Directly implemented 2 x CMS systems, 2 x Salesforce Service Cloud & 1 x Marketing Cloud instances + connecting the ecosystem, including phone systems, Live Chat, customer management, Slack/Salesforce integration and real-time CRM execution.- Build of self-service customer comms tools for internal users.- Build of real-time acquisition reporting for all business users, with ability to drill down by individual source/ad & view customer volume, turnover & revenue.- Build of critical business reporting, including Acquisition, Retention & Reactivation, Customer Service team KPIs/performance, CRM (opens/clicks/unsubs) & RM performance.- Delivery of over 45 automated customer communication journeys, 25 RM real-time customer based alerts and 10 automated CS case types based on triggers.- Design & implementation of 1-1 hyper-personalised website banners connected to customer comms.- Built & implemented Quaddie Insurance + Money Back 2nd/3rd/4th campaigns & fulfilment capability, allowing crediting times of < 1 minute after a race finished.- Designing & implementation all artwork, logos & design; both digital & print assets including the Colossalbet Mastercard.

Coming across into Sportsbet as part of the BetEasy merger, I joined Sportsbet's Customer Leadership team as Head of CRM Capability & Automation, responsible for:- Establishing the Capability & Automation team, to both drive the technical capability of the wider CRM team, as well as drive new initiatives with the wider marketing & MarTech teams through to delivery.- Run various ideation workshops & presented updates regularly to the ELC team- During most of the period, project managed a holistic overview of CRM processes & system review which subsequently led to driving an RFI & RFP for new CRM tooling.

Key skills/areas:Salesforce Marketing Cloud | Salesforce Salescloud | Advanced SQL | Advanced Ampscript | HTML / CSS | Adobe Marketing Cloud Awareness | Adobe Creative Suite (particularly Photoshop & Dreamweaver)Key achievements include:- Implemented the automated customer lifecycle program, starting from a couple of single campaigns into 40+ multi-channel/multi-day campaigns (challenger versions running for a number of these). These all have decisioning points based on customer's interactions with the campaign & have generated a high success rate based on incrementality and high ROI returns.- Design, built and implemented self-serve landing pages via Marketing Cloud, allowing the CRM Team to quickly build/customise landing pages, which wasn't previously possible. Opportunities to run promotions such as 'choose your own offer' and 'opt in' type promotions then opened, which could validate accounts against our database in real-time to determine eligibility.- Integrated real-time data into Marketing Cloud, which allowed our team to run campaigns based on real-time actions.- Established & heavily utilised a connection between Salesforce Salescloud & Salesforce Marketing Cloud. This had a high level of complexity as the customer identification keys were different between the two systems. Once process established, we moved from manually creating/closing tasks, to:1. Automatically creating a task alongside every offer communication sent.2. Creating real time SMS & task alerts for VIP managers where customers have performed a range of actions.3. Automatically close cases, pulling through various other data sets into tasks, when an offer is converted.- Created a process for VIP managers to directly load offers and send supporting personalised communications from their own email address/phone number directly from a client's page in Salescloud.- Management of CRM Social Media, increasing from 5 always-on ads/segments, to over 70.- Management of a digital agency.

William Hill is one of Australia’s leading online bookmakers, offering racing and sports betting, as well as taking bets on the world’s largest lotteries.As CRM Manager, my role is to acquire, retain and reactivate customers, heavily utilising customer analytics and communicating the right offers to the right customers at the right time through omnichannel automated and adhoc communications.Key skills used:- Salesforce Marketing Cloud (all modules)- SQL- Advanced Ampscript- HTML- Adobe Creative Suite (particularly Photoshop & Dreamweaver)Key achievements include:- Development of a entire series of 100% personalised betting email statements (infographic-style) supporting Chase The Ace around the 2018 Australian Open, with well-above average open and engagement rates. Re-developed for other key events throughout the year.- Design, creation and implementation of a new email template utilising HTML5 features including a carousel selector and hamburger menu.- Management of a digital agency and various projects to perform a number of new innovative campaigns including video integration into SMS messages, electronic scratchpads and more.- Build of a customer preference centre.- Design, build and implementation of self-serve landing pages, allowing the CRM Team to quickly build and customise pages where required, where this was previously not available.- Implementation of a number of challenger automated customer journeys, with a high success rate and ROI returns.- Creation, execution and reporting of a 3 week above the line campaign, with above 50% engagement rates from those who opted in.- Initial process build and execution of a new concept, daily personalised promotions.- Management of Social Media advertising (Facebook/Instagram/Messenger), increasing from 5 always-on ads/segments, to over 70.- Management of the CRM calendar including communications, engagement and conversion results.

As a CRM Campaign/Lifecycle Manager, I look after four brands in total (including TAB, TAB Rewards, Luxbet, Keno and Trackside) with four direct reports.Responsibilities center around automated & ad-hoc campaigns to on-board, retain and reactivate, based on customer analytics and behaviour.Specialise in Salesforce/Exact Target, SDL, Responsys & MailChimp CRM systems. Analytical-minded & proficient with SQL, Salesforce AmpScript, Adobe CS Suite, Office (inc. Excel) and copywriting. I am also a certified Salesforce Email Specialist.Achievements:- In August 2016, assisted & consulted in the UK for a two week period with Tabcorp/The Suns new business, Sunbets. Trained, assisted in executing, implemented best practice/structure and built self-manageable tools for the team.- Managed a full system migration with over 1 billion transactional data records across from SDL to Salesforce, as well as the rebuilt of automated and the roll out of adhoc campaigns.- Integration of two different data sets (account & retail).- Built/implemented an automated refer a friend campaign, whereby an existing customers only enter two fields. Bonuses credited for both customers if new customer meets qualification criteria.- Built an offer crediting tool for 'bet placed' offers in light of no digital capability.- Creation and implementation of TAB & Luxbet HTML email templates, including initially different links for mobile users to overcome a desktop flash website/intercept page. When measured, 200% uplift in open rates, 900% increase in clicks and a large uplift in spend via the mobile channel.- Implemented a multi-variant triggered registration drop off campaign, with conversions far outreaching expectations.- Self taught SQL, HTML, Adobe Suite with skills reinforced through training.Always trying new campaigns through the use of new/existing channels including Active Audiences, Push and E-Games. Have also increasingly run multi-variant DM campaigns to segmented audiences.

Previously worked in Tabcorp's innovative loyalty program - TAB Rewards (formerly Number 1 Club) as well as in the CRM team in the latter stages, developing and executing various multi channel campaigns.Driving awareness and engagement both online and in the retail space with key objectives of developing and retaining the TAB Rewards membership base was the number one focus.From September 2012, put myself forward for CRM involvement, while still undertaking my Loyalty Marketing Coordinator role. This initially involved redeveloping the customer journey and account on-boarding process as well as preparing and implementing a Spring Racing Carnival campaign. In the space of a month, developed a multi channel campaign which saw an increase from a single static message into to 26 variations in a single campaign. During this period, self taught HTML and Photoshop.

While studying full-time University, gained experience in Marketing at Somerville in a near full time role (part time / 30 hours per week). Marketing areas included developing marketing collateral for the sales team, managing the CRM database, maintaining key relationships with HP, Toshiba and LG and developing quarterly 4 page DM brochures for 700 schools across NSW & VIC.