I'm a strategic and commercial business and marketing executive renowned for increasing revenue and brand salience. I thrive in delivering world-class, data-driven experiences that delight customers and create new revenue streams.With a career spanning 25 years, I have honed my cross-disciplinary leadership abilities, specialising in integrated growth, operations, finance, marketing strategy (paid, owned, and earned), business development, sales, human resources, and customer-centric functions. I am outcome-focused and diagnose the root cause of problems to develop internal capability, capacity, process, systems, shared values and structure - improving predictability and efficiency to achieve superior short and long-term outcomes. I founded and successfully scaled a marketing, PR, and performance agency, underpinned by a data-driven offering and innovative business model. We specialised in integrated marketing, brand, content marketing, SEO, performance, digital and corporate affairs (external, internal, crisis and thought leadership).I led the agency’s strategy, growth, commercial performance, business development, sales, client engagement, culture cultivation, new product innovation and operational excellence - doubling revenue for four consecutive years. Operating in a fast-paced, high-growth environment, I led by example, developing a clear vision, cultivating shared objectives, and promoting a culture of trust and safety. We helped some of Australia’s most prominent B2B and B2C brands transform the customer experience and create marketing strategies that increased brand salience, market share and profitability in unison. My experience – both in-house and agency – spans sectors including finance (banking, insurance, private equity and superannuation), e-commerce, FMCG, government, health (insurance, social impact, hospitals, vitamins), logistics, not-for-profit, retail, property and real estate, SMEs, start-ups and technology, to name a few. I have extensive strategic and operational experience – influencing the c-suite, embedding strategy with senior management and guiding tactical execution.
Foresters Financial
View- Website:
- forestersfs.com.au
- Employees:
- 25
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Head Of GrowthForesters FinancialMelbourne, Vic, Au
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General Manager MarketingRedzed Feb 2024 - PresentMelbourne, Victoria, Australia• Drive transformational change to ensure RedZed's marketing is sophisticated, effective and customer-focused – increasing sales growth, profitability and brand salience.• Develop and operationalise RedZed's brand, marketing and communication strategy• Diagnose RedZed's strategic business opportunity by undertaking market orientation, customer research, competitor analysis, identifying customer needs and market sizing• Evolve personas, targeting, brand positioning, value proposition, tactics, budget and operating model based on data-led insights • Undertake market orientation, customer research, competitor analysis, identifying customer needs and market sizing• Work cross-functionally with sales, finance, operations, product and data to ensure business alignment and drive sustainable growth for direct and broker sales teams• Ownership and accountability for the strategy, planning and execution of all marcomms initiatives and campaigns -
Managing Director / Chief Content OfficerBex Lab Jun 2023 - Mar 2024Melbourne, Victoria, AustraliaI spearhead business strategy and oversee end-to-end operational execution for BEX Lab, a data-led content marketing agency. I help organisations embed strategic, growth marketing programs that deliver commercial advantage.I have helped myriad blue-chip clients dissect the customer journey and strategically pair owned activity with paid spend and earned for maximum impact. -
Managing Director / Chief Growth OfficerUbiquity Lab Aug 2018 - Jul 2023Melbourne, AustraliaI led end-to-end business strategy and operational delivery, driving the development of internal capabilities, capacities, processes, systems, shared values, and structures to optimise predictability, enhance efficiency, and deliver superior short- and long-term outcomes.I developed and executed one- and three-year business plans and budgets, coupled with the adept management of a complex P&L. I also led and motivated a high-performing, cross-functional team. Together, we cultivated collaborative relationships with clients, partners, and stakeholders in various domains, encompassing:o Brand and content marketing: crafting strategies, defining value propositions, refining positioning, conducting comprehensive audits, orchestrating content production, mapping customer intent, optimising email marketing (EDM), implementing SEO strategies, and creating captivating lead magnets.o PR and communications: devising robust corporate affairs (external, internal, crisis, government and thought leadership) strategies, orchestrating media relations, managing integrated campaigns, expertly navigating issues and crises, and engaging in talent and influencer marketing.o Performance and digital: bringing a data-driven approach to the table, harnessing insights and analytics for informed decision-making. This spanned performance channels, attribution modelling, precise measurement, and fine-tuning conversion rate optimisation.
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Co-FounderContent Leaders Academy Mar 2019 - Mar 2021Melbourne, AustraliaGreat content leaders aren’t born, they’re made. We built Content Leaders Academy on the conviction that every brand needs a great content leader. Our sole aim is to help you level up your content mindset.Content can play so many roles for your organisation from acquiring new customers to building brand reputation and everything in between. With someone strategic, energised and skilled at the helm of an organisation’s marketing and communications content, there’s an opportunity to completely transform the way that organisation builds, speaks with and activates their audiences and customers. That’s the need that Content Leaders Academy is designed to fill.
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Head Of Global Content StrategyBupa Nov 2016 - Oct 2018Melbourne, AustraliaAs Bupa’s Head of Global Content Strategy, I’m focused on embedding an enterprise-wide content marketing strategy and introducing a new operating model that creates scale and efficiency. This includes helping define and champion Bupa’s global brand strategy, with a focus on building customer centricity through the digital landscape.My responsibilities and key deliverables:• Embedding an enterprise-wide content marketing strategy and operating model to transform how Bupa engages with customers globally across paid, owned and earned channels• Building the capability to operate as a high-volume, fast-paced global ‘digital publisher’ – including operationalising a converged operating model across global eco-systems• Embedding best practice marketing, channel optimisation, brand, segmentation, analytics, and measurement• Growing Bupa's business through compelling, cohesive storytelling and syndication. -
Health & Care Content Marketing ManagerBupa Apr 2014 - Oct 2016Melbourne, AustraliaI led Bupa ANZ’s content and social marketing business transformation to help reposition the brand, drive commercial outcomes, and deepen relationships with customers and external stakeholders at a significantly reduced cost.This included conceptualising Bupa’s award winning publishing hub the Blue Room, and leading the team who turned it from a dream into a reality. Similarly, I was the architect of Bupa’s internationally acclaimed Health Influencer Blog Awards.I also drove internal evangelism for social, content and influencer marketing, entrenching it into Bupa’s broader digital and customer eco-systems.My responsibilities and key deliverables:• Attracting more than four million unique visitors to The Blue Room since its launch in May 2015.• Managing The Blue Room’s strategic direction, operating model, editorial frameworks and content deployment; as well as fast-tracking our ability to operate and amplify an ‘owned’ publishing model.• Embedding the social marketing strategy and key governance; including overseeing all social media channels. • Driving a cultural shift regarding the effectiveness of content and social marketing – truly embedding a ‘pull’ mentality to customer engagement, acquisition and retention.• Delivering the Bupa Health Influencer Blog Awards and our inaugural blogger co-creation event.
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Media & Corporate Communications ManagerBupa Australia Group Feb 2009 - Mar 2014This was a fast-paced role in a complex, competitive and highly regulated environment. I’m particularly proud of helping Bupa navigate one of the largest re-brands in Australia’s corporate history; delivering impactful media outreach that built brand equity; and positioning Bupa as a thought leader on health, business and economic issues. I also develop and lead the external affairs strategy, which consistently resulted in Bupa achieving more favourable coverage than all of our major competitors, as well as the lowest share of negative coverage (based on independent analysis).Responsibilities and key deliverables:• Leading an impactful external affairs agenda that achieves business objectives• Driving proactive media relations, blogger outreach, corporate communications, brand and consumer PR strategies • Designing public affairs platforms that build brand equity and position Bupa as a thought leader • Protecting corporate reputation through effective issues management• Broadening the depth and dimension of Bupa’s position with key communities • Partnering with Internal Communications and Government Relations to deliver dual outcomes• Integrating social media fully into external campaigns to help increase customer advocacy and create commercial advantage• Acting as an official company spokesperson • Providing counsel to the Managing Director and executive leadership team across a range of business and stakeholder issues.
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Board MemberSpecial Olympics Victoria Mar 2014 - Mar 2015Melbourne
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Corporate Communications ManagerWizard Home Loans (General Electric) 2006 - 2009Wizard Home Loans was Australia’s leading non-bank lender, with 250 branches across the country and a $24 billion loan book. It was purchased by General Electric in 2004 and sold in 2009. I was a senior leader in a high performing group that enhanced and protected Wizard’s reputation by positioning the business as a realistic alternative to the big banks. Responsibilities and key deliverables:• Developing and implementing a corporate affairs strategy that enhanced reputation and delivered business objectives • Managing all aspects of media relations, including acting as company spokesperson• Contributing to the development of a consistent internal communications strategy and narrative • Introducing new internal communications channels that drove increased employee engagement; as well as process improvements to enable the ongoing delivery of optimal employee communications channels • Developing an issues monitoring strategy and escalation procedure to manage issues and media threats – the majority of which did not result in negative media coverage. -
Senior ConsultantWrights 2004 - 2006Wrights is a leading PR consultancy and a partner in the Worldcom Group.I developed public relations and brand communication strategies for clients – principally Shell and Country Racing Victoria. This involved working closely with organisations’ media, marketing, brand, sponsorship, change management, philanthropy, government relations and internal communications teams. I was also involved in people management, revenue generation and new business development.Responsibilities and key deliverables: • Overseeing the strategic direction of clients and developing holistic communication strategies.• Creating a culture of exceptional service, team work, commitment to excellence and a professional ethic in order to achieve internal and client objectives.
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Senior PublicistMedia Juice Australia 2002 - 2004Media Juice Australia was a boutique public relations firm.Responsibilities and key deliverables:• Major focus on proactive public relations and external communication strategies. • Leading the PR division and rapidly developing a stable of accounts.
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Freelance PrMla Public Relations & Promotions 1999 - 2002Providing strategic communications advice, generating media coverage, writing feature articles and editing corporate documents.
Matt Allison Education Details
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Deakin University -
Haileybury College
Frequently Asked Questions about Matt Allison
What company does Matt Allison work for?
Matt Allison works for Foresters Financial
What is Matt Allison's role at the current company?
Matt Allison's current role is Head of Growth.
What schools did Matt Allison attend?
Matt Allison attended Deakin University, Haileybury College.
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Matt Allison
Senior Content & Communication Manager @ Symbio, Part Of The Aussie Broadband Group (Asx:Abb)Greater Sydney Area
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