Single threaded owner within Customer Marketing Programs team, leading lifecycle marketing for a global SaaS product. Responsible for strategy, execution, measurement and reporting.I lead growth marketing for the AWS Skill Builder, a global SaaS platform that trains millions of customers each year. I am the single threaded owner for customer lifecycle comms from the ground up. I manage everything across the customer lifecycle from program design, build, creative and measurement / reporting. I am responsible for simple onboarding comms to the establishment of AI powered, ‘next best conversation’ propensity modelled in-life programs that increase customer learning outcomes, tenure and monthly recurring revenue (MRR).

Head of T&C Marketing ANZ:Prior to Skill Builder, I was the regional head of Training and Certification (T&C) marketing where I was responsible for marketing motions designed to deliver individuals trained and AWS Exams Delivered through the ANZ region. During the Covid lockdown, I also created T&C’s global video-on-demand (VOD) strategy, enabling a move away from inefficient live trainer delivered webinars and onto an on-demand webinar platform, greatly increasing the range and flexibility of training options available to AWS learners globally.

I led the marketing team for a world class sports technology / SaaS business.Key Achievements:As marketing Director, I was responsible for all aspects of bringing PODIUM to market globally within 120 days of joining. There were four distinct areas that I focused on to achieve this.Brand: I inherited a technically sound product, but one that had a poor look and feel. I immediately set about creating a new visual identity and tone that represented the business’ scientific approach, resonated with our audience and set us apart from the cluttered market environment of cliched sporting brands.Agency partners: With a small marketing team and a key market in another continent, it was vital that I found brilliant, nimble and cost-effective agency. I orchestrated and managed pitch processes for brand, PR and performance media partners and made recommendations to the board for which we should choose.GTM strategy: My brief upon joining was to get PODIUM to market within 120 days. We achieved this by creating a strategy that leant upon ‘Brand response’ methodology. We got performance media into market speedily in order to get ‘runs on the board’ and prove our hypotheses around audience, message and channel, whilst simultaneously working to identify partnerships with running events in The US to build trial, long term credibility and brand recognition. CX:As marketing director, I owned the entire customer journey, from acquisition and activation to revenue and retention. Whilst our GTM strategy was successful in acquiring runners, we needed to optimise the product experience by creating moments that exceeded customer expectations.

Key Achievements:I was responsible for the creation of the first significant digital post purchase customer experience for Samsung mobile phones. Samsung are world leaders in creating desirable, must have sophisticated devices, however, the post purchase relationship has been the domain of the telco networks, disconnecting the brand from its customers. I lead the strategic and creative direction of a game changing, post purchase customer experience that added to customer engagement scores and overall LCV.

Key Responsibilities:Head of Strategy department with 6 direct reports and budget responsibility. Agency leadership team member, Strategic and business lead for all CBA customer communications. Strategic lead for the CBA Wealth and Credit Card portfolios. Led cross functional teams of analysts, CX designers, Creatives & Devs.Key Achievements:• Transformed the agencies strategic offering which led to significant new business and revenue growth. Agency headcount grew 55% and profit margin grew by 40%• I personally led the team helping CBA with digital transformation. This involved providing the strategic framework and operating model for their next best action solution, PEGA, and the technology stack from Adobe.• Every year, $13bn of home loans churn out of CBA to another Australian financial institution. I led the business response and subsequent investigation into the problem. Leading a team of analysts, we identified triggers for churn and redesigned digital customer experiences to mitigate the problem, saving the bank tens of millions of dollars.

Strategy director working across M&C and LIDA on the CBA business.I led the re-positioning of the Wealth portfolio under the, 'Make today count' positioning, which included everything from traditional mass media to customer comms and in branch collateral.I also worked across the Home Loans and Small business portfolios from an integrated strategy perspective.

Strategy director working primarily on the O2 business with a strong focus on delivering digital transformation and ever more personalised communications.

Senior strategist at two agencies across one independently owned group. HeyHuman take a human behavioral approach to planning, whilst Brave specialise in working with brands hungry to grow. Senior planner for Sony Mobile and Unilever brands such as Dove, P.G Tips, Surf & Pot Noodle. Other clients include Brown Foreman, EAT. and John Frieda hair care.