Liam Markus Email & Phone Number

Melbourne, Vic, Au

Cremorne, Victoria, Au

Key ResponsibilitiesOversee the Lifecycle Communications and Marketing Automation teams, which develop the communications across the entire prospect and student lifecycle for five university partners. There are 13 reports across both teams and on average we execute 250 communication campaigns per month.Established and chair of the Conversion Rate Optimisation (CRO) squad. This is a cross-functional team with representatives from Marketing, Sales, Data Analytics, Operations and Communications - with a focus on identifying and prioritising initiatives to improve conversion throughout the sales funnel.Established and chair of the Customer Data Platform (CDP) squad. This cross-functional team has representatives from each department across the business, with an objective of prioritising and executing enhancements on the CDP platform with an overall objective of increasing the lifetime value of students.Developing business cases that improve the overall profitability of OES - via implementing new technology or developing automations that increase lead conversion and / or the lifetime value of students. Responsible for the Marketing Cloud and CDP development budgets as well as the communications agency budget.

Melbourne, Victoria, Au

Key Responsibilities● Development of RMIT Online’s CRM and communications strategy.● Development of RMIT Online’s application funnel strategy.● Direction of the Salesforce and Salesforce Marketing Cloud development squads, prioritising backlogs, briefing new projects, identifying requirements, consulting on architectural solutions.● Strategic Direction on all lead nurturing and student retention initiatives.● Work closely with the sales team to ensure customer data is enabled to improve conversion throughout the funnel● Leadership stakeholder management, working with the executive team across RMIT Online and the wider university.Achievements1) Implemented more than 50 Marketing Cloud automations and more than 20 key Salesforce CRM developments. 2) Increased CRM attributed enrolments for the business from 4% in 2018 to 18% in 2020.3) Key stakeholder in implementing a Customer Data Platform (CDP) for RMIT Online in 2020. Enriching lead nurturing efforts by combing web behavior data with Salesforce.4) Recognised for designing and implementing an innovative, automated lead nurturing engine for RMIT Online - by being invited to present at Salesforce Dreamforce in November 2019.

Melbourne, Victoria, Au

Key Responsibilities- Development of OUA’s CRM and communication strategy, including lead conversion, funnel optimisation and student retention.- Design, solution and implement trigger based automations within Salesforce Marketing Cloud to increase conversion throughout the funnel and improve the student experience.- Manage and lead CRM team including acquisition and retention campaign specialists and campaign analyst.- Development of customer insights to assist campaign and automation effectiveness.Achievements:1) Successfully planned and implemented 31 automated journeys in Salesforce Marketing Cloud. Led the project team to successfully develop Salesforce CRM and Marketing Cloud to deliver the 31 journeys in less than four months. Automated journeys include lead nurturing, application and enrolment funnel management, student onboarding and retention. 2) Demonstrated more than $30 million in incremental revenue from CRM campaigns (vs controls) in 2017.3) Grew CRM team from one campaign coordinator to two campaign specialists and a campaign analyst in less than two years.4) Improved key application conversion events from 57% to 72% through optimising funnel automations.5) Implemented remarketing and outbound call centre campaigns into journey automations - adding further channels and conversion effectiveness.

Mt Waverley, Vic, Au

Key Responsibilities- Development and implementation of Metricon’s CRM strategy.- Review and re-engineer Metricon’s CRM data processes for best practice marketing automation practices.- Management of Metricon’s contact centre and customer service teams.- Implement trigger based lifecycle journeys for Metricon’s key segments and brands.- Develop data driven marketing campaigns to improve lead and deposit conversion.- Conduct ongoing data analysis on key segments and utilise insights to improve performance of wider marketing and sales teams.Achievements1) Completed CRM review and implemented data process recommendations – optimising the platform in preparation for integration with Salesforce Marketing Cloud.2) Increased marketable database by 1774% within 12 months, by improving the way Metricon captures and utilises customer data.3) Developed business case for Metricon’s customer care team, which was successfully implemented in August 2015. The new team achieved incremental revenue of $3.4 million within 3 months by saving at risk customers. 4) Completed strategic review of contact centre and developed business case to outsource, which was successfully implemented in August 2015. 5) Developed processes for outsourced contact centre team, which has resulted in a 19% improvement in lead to opportunity conversion and a 400% improvement in web lead response times.

Jolimont, Victoria, Au

Key Responsibilities- Development of Cricket Australia loyalty program strategy and implementation – the Australian Cricket Family.- Improvement of loyalty program reward offering and communications- Management of Cricket Australia data strategy to integrate our 24 separate databases to obtain a single customer point of view and improve marketing effectiveness.- Development of Big Bash League Membership strategy, consulting and advice to all eight teams on building and retaining their membership base- Development and implementation of marketing strategy for Cricket Australia’s new App - Development of Junior loyalty program strategy – the Australian Cricket Crew.Achievements 1) Increased total membership base from 203,000 to 465,000 (129% increase) within twelve months 2) Conducted strategic review and recommendations of loyalty program, which resulted in a superior offering to loyalty club members.3) Project managed strategic Data review and recommendations for Cricket Australia, highlighting key opportunities to the business and identifying key opportunities to migrate members into the loyalty program. 4) Achieved more than $9 million in ticket sales during priority ticketing period for loyalty program members.5) Provided membership consulting advice for all eight Big Bash League clubs that achieved a 38% increase in members across the league year-on-year and a 30% increase in membership revenue YoY.6) Developed the marketing strategy for the new Cricket Australia Live App, which has achieved more than 900,000 downloads since launch and more than 50,000 live streaming subscriptions.

London, England, Gb

Key Responsibilities- Development and implementation of the Betfair CRM strategy.- Management of the CRM team of four – incorporating promotions, lifecycle, loyalty and education.- Ensuring communication consistency between CRM initiatives and campaigns – and those of the wider marketing team.- Identifying key ‘leakage points’ in customer relationships and creating initiatives to convert and upsell more effectively.- Optimising and improving email communications for customers- Management of internal stakeholders – including numerous operational teams- Segmenting customer data and developing propensity models.- Campaign measurement and post analyticsAchievements 1) Developed new VIP customer loyalty program, including more optimal segmentation and ensuring promotional offers were reaching more of our most important customers.2) Significantly Improved customer engagement via eDM within 12 months. Improving open rates by 30% and Click Through by 50% year on year. 3) Managing implementation of new CRM platform – involving an extensive request for tender process, obtaining key stakeholder buy in and implementation across numerous Betfair departments4) Increased overall customer growth (accounts) of our most valuable customers – exceeding stretch targets. Increased our Value Segment One customers by 20% year on year, Value Segment Two customers by 7.5% and Value Segment Three customers by 5.4%. This was significant considering our market share of voice and acquisition numbers dropped over the year.

Melbourne, Vic, Au

Key Responsibilities• Developing and implementing marketing campaigns and strategy• Increasing the number and value of membership base• Development of email marketing communications• Campaign measurement and post analytics• Strategic planning• Web development and communication Achievements 1) Developed and implemented lifecycle relationship strategy for existing membership base. This was strategically focused on career advancement within the Defence Force. Reduced cancelled memberships from 5000 to 1,500 per year and increased average products held per member from 1.4 to 2.3. 2) Developed and implemented national Retirement Savings Account (RSA) campaign. Campaign included TVC, press, DM, eDM and web. Objective of campaign was to reach 100 million in investments within the first year. Achieved the objective in June 2011, six months ahead of schedule. 3) Created email relationship strategy for existing members. This involved strategies focused on a range of segments, most significantly high value investors. For the financial year ending 2011, this email strategy achieved 275 Term Deposit sales – resulting in more than 150 million in investments.

Au

Key Responsibilities • Management of Direct Marketing projects from initial briefing through to billing• Liaising with clients – taking briefs and providing feedback• Adding value to the development of campaigns• Preparing timelines and budgets• Coordinating projects and projects so they are completed on time and on budgetAchievements:1) Managed “Backyard cricket” campaign for income protection insurance, which achieved a nine percent response rate and won an ADMA effectiveness award in 20072) Managed “Super hero” superannuation campaign that achieved a 6.5 percent response rate and was nominated for an ADMA and MADC effectiveness award in 2007

Melbourne, Victoria, Au

Key Responsibilities • Market research• Copywriting for advertisements, marketing brochures and direct mail campaigns• Developing proposals and tenders for new business• Scoping websites and updating website contentAccounts:Included Stihl power tools (B2B) Metabo power tools, Superannuation Trust of Australia (STA), Cbus Superannuation, Melbourne University Credit Union, subsidiaries of Carlton United Breweries (RLDF), Vodafone, S2dio outdoor furniture and Daniels Healthcare

Master Of Business Administration (Mba), Business Administration And Management, General

Advanced Diploma Of Business (Advertising), Marketing And Advertising

Bachelor Of Legal Studies, Law