As a member of the Digital Senior Leadership team and reporting to the Chief Digital Officer, I led and coached a team of 14 professionals, driving brand awareness and lead generation through multi-channel digital strategies that deliver annual revenue beyond $50M. Through customer insights, data analytics, A/B testing, and personalisation, I developed targeted marketing initiatives that enhanced customer acquisition and retention across B2B and B2C segments.• Strategic Planning: Collaborated with Sales, Marketing and CX teams to implement a data-driven EV demand generation strategy, leveraging content marketing and website enhancements, resulting in a 30% increase in web visits and 20% boost in digital leads.• Brand Strategy: Developed a user-centric Covid brand awareness and acquisition plan targeting frontline customers, elevating market presence and product relevance, leading to a 35% uplift in leads while maintaining budget targets.• Lead Generation: Optimised the marketing funnel using Adobe Experience Cloud and Dynamics 365 CRM for customer segmentation, analytics and CRO, achieving a 15% increase in web form conversions, 30% more leads, and 20% YoY sales growth. • Nurture: Developed a social and email content strategy to nurture and retarget prospects, increasing brand awareness, driving a 15% YoY uplift in conversion. • Retention: Implemented a 12-month retention email automation strategy targeting end-of-lease customers, increasing re-lease rates by 10%.• Organic Growth: Executed SEO and content strategies, achieving a 25% uplift in web traffic and 15% increase in form conversions. • Budget: Oversee digital media budget forecasting and management. Reduced CPL by 40% and 10% annual budget savings YoY through optimisation and effective spend allocation. • Project Management: Led the chat platform migration project and streamlined the delivery timeline, resulting in enhanced chat user experience and reliability, boosting a 15% increase in chat leads.

Reporting directly to the Group Executive of Marketing, my primary responsibility includes planning, development and execution of B2C marketing strategies and campaigns for all products and services across existing and new member markets associated with the Australian Defence community. Key achievements include:• Boosted Defence Bank's online sales by 20% through strategic marketing initiatives.• Drove a 40% growth in DHOAS market share with targeted marketing tactics.• Reduced SEM costs by 20% through optimising campaign ads.• Achieved a 50% increase in social media following within six months, strengthening brand presence.• Achieved a 20% reduction in Home Loan lead cost by implementing catered marketing campaigns.

The key objective was to open up new target market opportunities not previously engaged. My role was responsible for the planning, development and implementation of B2B marketing strategy, communications and activities to drive new business opportunities internationally and across Australia.Key achievements include:• Created and managed Refuel International's new branding and launch.• Developed and implemented a digital campaign for Refuel International's new product - Gecko Mini Hydrant Dispenser, contributing to the success of the first 'Gecko' being launched in S.E. Asia.• Improved the digital footprint of Refuel International, contributing to a 15% increase in online leads.• Launched LinkedIn business page, achieving 300 followers in the first 6 months.• Implemented Salesforce CRM, enhancing data processes, improving sales quote accuracy and operational transparency.• Supported the sales team in global tradeshows and events, resulting in new businesses won.

I am hired into this newly created position to manage Liquip's (Melbourne) corporate marketing, budget management, campaigns planning and execution. This is a self-reliant role, assisting the Sales Manager with market analysis, product positioning and project management. The company consisted of three divisions located in Melbourne, Sydney and USA. A year into the position, I am asked to manage the brand positioning and uniformity of Liquip across all three divisions.Key aspects include:• Communicating with target audiences and managing customer relationships;• Contributing to, and developing, marketing plans and strategies;• Overseeing and managing Liquip Melbourne’s marketing budget;• Create and execute monthly/quarterly news bulletins to inform existing and potential clients of latestproduct launch and technology upgrade;• Ongoing development & optimisation of Liquip website;• Create sales promotion flyers for tradeshows and events;• Coordinating all publications and advertising with external suppliers;• Manage all tradeshows and events.Key achievements:• Unifying Liquip’s branding across all three divisions in USA, Melbourne and Sydney;• Created the first corporate video for Aviation Division (Melbourne), used as a marketing tool in email marketing, tradeshows and social media;• Successfully implementing 1300LIQUIP phone number for all three Liquip divisions to promote and establish Liquip’s international standing.

This role is responsible for managing the retail and wholesale duties of Classique Connection, planning and implementation of marketing strategy and liaising with overseas suppliers.Key aspects include:• Leading the team to achieve sales target;• Identifying potential customers in the market;• Managing Classique Connection’s sales budget and costs;• Review stock list on a monthly basis to keep track of inventory flow;• Quality control of stock from local and overseas suppliers;• Staff management and training;• Assist in sales and customers’ enquiries;• Decoration and design of store layout and visual merchandising;• Organisation of customer deliveries and pickup;• Handling daily administrative tasks including data entry, accounts bookkeeping, banking and sales report.Key achievements:• Consistently maintained sales volumes, product mixes and selling prices by keeping current with supply and demand and changing market trends;• Built up Classique Connection’s brand reputation which resulted in wholesale business opportunities;• Increased sales transactions by 50% over 12 months through email advertising, word-of-mouth and local papers advertisements;• Reduced operating costs by 30% over 12 months.