CareAbout is an Aged Care comparison and advice service, which has helped thousands of Australian families navigate the often complex world of Aged care.

Developed the Communication Strategy and implemented the plan for members, employers and employees as part of a significant digital transformation project for this Victorian Superannuation Fund.

Achievements:• Comprehensively researched the industry, technologies and potential partnerships and used Human Centred Design techniques to understand the specific areas of need for seniors;• Prepared a business case with a proposed strategy for RACV to develop a Home Care business and presented this to the CEO and his Leadership team. Whilst well received, the leadership team deferred the decision to enter the Home Care market.Responsibilities:• Researching and understanding the needs of senior Australian’s • Proposing how RACV might develop a new business stream that would be aligned with the brand, financially viable and deliver real value to their 550,000 Victorian Members aged 65 and over.

Achievements:• Presented to the RACV Board regarding the need for RACV to invest further in data and analytics using in-house capability. Granted an additional $3 million to invest in people and technology for this purpose;• Led the establishment of the Growth, Strategy and Analytics team, including designing the team structure and roles, writing position descriptions, recruiting and appointing the team of 18 direct reports;• Developed a Data, Information & Digital Roadmap that covered people, processes, data and technology;• The team implemented (NPS) Net Promoter Scores, Tableau and SAS Marketing Automation whilst the Data Warehouse (Oracle) was migrated (from an IBM server to Azure’s cloud environment). Responsibilities:• covered advanced analytics, business intelligence and reporting, data integration (data quality and data governance) & market research, brand health and marketing effectiveness. • data elements of the Direct Marketing program (SMS, email, letters) and the project to automate these campaigns.

Achievements:• Built a small and dedicated team who understood the value of data well before ‘data science’ and ‘predictive analytics’ were mainstream; Predictive models developed at the time, improved direct marketing campaign response rates by up to 3 times traditional targeting methods;• Submitted a successful business case to invest $2.1 million in a new Campaign Management System (Unica) to build and execute RACV Marketing’s SMS, letter and email communications to Members;• Employee Attitude Survey results placed the team I led (relative to all other teams in RACV) in the top percentiles for ‘Quality focus’ (100), Direct Manager (99), Output focus (99) and Customer Focus (96).Responsibilities:• Led the team responsible for market research, the direct marketing program and the provision of data to inform business decisions across all areas of the business; Insurance, Roadside Assistance, Club and Resorts, Finance etc. • Managing a team of six highly technical analysts and responsibility for the processes and technology to support the function.

Achievements:• Developed a sound relationship with GfK NOP Media resulting in new sales to Television broadcasters;• Project managed the development of online reporting systems for ITV and Channel 4’s TV Audience Appreciation scores. This included all aspects of client liaison, establishing the report design and content, writing the specification documents for the developers and the ongoing client liaison post-development.Responsibilities:• A part of a core team of five, to expand the Parent Australian Company into the UK. • Responsible for both business development and client management. With primary focus on market research sales (syndicated and bespoke) including the company’s proprietary data analysis software and online reporting tools.

Achievements:• Grew the Telecommunications Group annual revenue from less than AUD$200k to AUD$ 2.1 million, with a 40% profit margin in less than three years;• Developed new products (e.g., segmentation approaches) models and ways to apply data to marketing processes and business decision making.Responsibilities:• Developed and implemented the strategy to grow the Telecommunications portfolio and retain clients nationally;• Undertook all elements of business development (including pitch presentations, contract preparation and associated negotiations);• Worked with Media agencies to assist with above-the-line planning for their clients;• Undertook major tender bids and complex segmentation and modelling projects for several key clients.• Managing the Telecommunications and IT industry group on behalf of Roy Morgan Research in Australia• Business Development, Account Management, People Management, Product Development and Strategic Planning for this industry group

• With a budget of $1.2 million, managed a team of 16 to deliver market, customer, credit and quality assurance information to the newly formed Marketing team;• Commissioned market research (Customer Satisfaction, Brand Health and bespoke research projects) and communicated the results to the marketing team, the MD and her direct reports;• Developed internal communications, national processes and measurements in relation to customer satisfaction targets to ensure the 63 call centres met or exceeded the service expectations of the 1.5 million in-bound callers daily.• Adviser to the GM of Marketing on customer-related issues (from new product development concepts to customer-facing process changes) • Presented research findings and internal ‘quality performance’ data monthly to the Managing Director and her direct reports • Managed high-level complaints on behalf of the Managing Director and represented Telstra during an Unfair Dismissal case lodged with the Australian Industrial Relations Commission.