In my role as Director of Digital Transformation at Whispir Pty Ltd I have spearheaded initiatives to modernize and digitize the customer experience and streamline business processes.By developing a comprehensive Digital Transformation roadmap, I focused on technology innovation and customer experience enhancements while driving business efficiencies and process improvements. Notably, I successfully redesigned the end-to-end customer journey, eliminating friction points and implementing self-service and SaaS best practices. Through this effort, we achieved Whispir's first Service Design Blueprint and significantly improved sales and order-to-cash processes, resulting in faster quoting, reduced administrative tasks, and accelerated contract-to-customer activation time. Additionally, I led technology replatforming projects and strategically reduced the global corporate software budget while building a highly engaged and productive team. I am proud of my accomplishments in fostering a positive team environment and driving impactful change at Whispir.

I led the transformation of the Myer One loyalty program, driving lifetime customer value. I developed a strategic roadmap, enriched the online buyer journey with personalized loyalty experiences, and successfully integrated the MyerOne loyalty program into the myer.com.au experience (60% increase in online registrations). I also led a highly engaged team and collaborated with diverse stakeholders, including executive support, to achieve our goals.

I was responsible for the strategy and profitability of the Customer and Ease of Use product portfolio. I led cross-functional agile dev-ops mission teams, setting a clear vision for new features and product optimization, managing the product roadmap, and prioritizing backlog items. I successfully de-risked customer migration journeys (protecting $20M in net revenue), recommended improvements to the acquisition conversion funnel (increasing net revenue by $10M), and implemented personalized rewards to decrease churn. I led the development of the new brand online experience, reduced customer complaints (withdrawal related complaints by 68%), and ensured compliance with industry regulations. Additionally, I built strong rapport with key stakeholders, mobilized teams during the Covid outbreak, and obtained executive endorsement for the scope of the new brand online experience.

I played a key role in innovating the digital customer experience through personalized 1:1 interactions across email, mobile app, and website channels. To achieve this, I focused on three critical areas of improvement:1. Single View of Customer: I successfully consolidated all communication technology across the group and implemented Salesforce Marketing Cloud, streamlining our marketing automation and CRM programs. This enabled us to create a unified customer data layer providing a comprehensive 360 view of customer interactions with Toyota. Additionally, I championed antonymous-to-know data capture strategy to progressively identify customers in their journey to offer a personalised and pre-emptive experience. 2. Seamless Digital-to-Retail Connection: I established a foundation for tracking and following customers' journeys from online channels to in-store visits enhancing customer experience. Additionally, I oversaw redesign and centralisation of the onboarding customer journey from vehicle ordering to dealership car delivery and maintenance. 3. Repeat Purchase CX Journeys: To reward our loyal customers, I designed dedicated CX journeys that encouraged repeat purchases during new vehicle launches. This included introducing a loyalty offer specifically for current Toyota owners and implementing a personalized and immersive vehicle pre-launch nurturing experience. These initiatives resulted in a significant increase in highly engaged and qualified sales leads.

In charge of developing a digital marketing strategy to improve customers’ brand perception, increase share of wallet and optimise value of MarTech and AdTech stack. Key achievements: • Successfully reshaped the digital advertising strategy including behavioural customer profiling driving higher margin product uptake and resulting 74% net revenue increase YOY.• Responsible for new eCommerce customer experience including up-sell and cross-sell journeys including nurturing and transactional emails leading to 20% increase in the high yield parking products bookings.• Accelerated optimisation of marketing campaigns and pioneered introduction of flash sale campaign resulting in 64% YOY increase in number of online transactions from email.