- Created and managing the customer engagement and CRM program for the Shell brand in Australia to build deeper and longer direct to consumer relationships with our customers. - Managing the flybuys commercial relationship and loyalty campaigns for Shell. - Leveraged customer data and voice of customer insights to identify strategic opportunities to build customer loyalty, improve customer satisfaction and drive commercial returns.- Developed CRM marketing automation capabilities, customer engagement campaigns and digital customer journeys across a database of 500k customers.- Undertook voice of customer research to understand buying processes and motivations, customer personas and the end-to-end experience with fuel products and services. - Created and implemented the Shell CVP for new and existing customers focusing on ‘Rewards, Competitions and Content’. - Former digital product owner of the barcode delivery tool ‘Coupon Engine’ to deliver instant loyalty rewards to customers through third party apps and platforms. - Created integrated on-boarding and engagement campaigns for new customers acquired through partnerships with Carsales, Transurban, mycar and Discovery Parks. - Worked with external agencies and partners to plan and implement agreed customer engagement strategies, including Coles Express, Shell Australia and Shell global. - Created the performance measurement framework in the ‘customer engagement quarterly report’, on top of the ‘control group strategy’ for on-going incremental campaign tracking.

- Develop market leading member engagement strategies and plans to drive retention based growth and member advocacy for Vitality, AIA Australia’s Health and Wellness program. - Drive innovative member experience initiatives to improve engagement and reduce lapses.- Develop and manage the member journey through an automated triggered communications program underpinned by the automated marketing platform and data warehouse development project. - Develop a strategic blueprint for member engagement including the end state vision, delivery roadmap, capability requirements and execution plan.- Identify and deliver the capability (technology, processes, people) required to enhance member engagement.- Define member insight requirements and create member data visualisation reports. - Define, develop and manage the execution of Vitality member engagement programs to drive greater participation, partner utilisation, and realise the commercial benefits of the Vitality program.- Support the maintenance of a performance framework that directly ties marketing activities to company-wide financial performance metrics.

- Managing a team of four and a budget of $10 million+ to run targeted and incentivised online direct marketing campaigns, including cross-sell, loyalty, reactivation, conversion, early-life, and on-boarding.- Achieved over 400% growth in recurring retained members since 2011 – including 40% growth in 2015.- Managing the customer life-cycle experience through dedicated communication touch points across email, SMS, push, direct mail, phone, and on-site messaging to engage with a database of over 2 million customers. - Managing the product go-to-market customer life-cycle across multiple communication channels. - Developing new customer communications through enterprise Omni-channel communication platform.- Developing innovative campaigns to increase customer engagement, share of wallet, value, NPS, and overall customer retention rate; as well implementing insights from the Voice of the Customer. - Developing and testing innovative products, design, content, and loyalty reward branding. - Deploying and managing customer data models across life-cycle stages with the customer analytics team.

- Developing and optimising the customer life-cycle through touch points across communication channels. - Developing, executing and optimising targeted campaigns (cross-sell, loyalty, reactivation, conversion, early-life, and on-boarding) through strategic segmentation and analysis of customer data. - Creating and implementing customer loyalty program to increase retention and lifetime value. - Editing HTML and operating enterprise email communication platform and analysing email metrics. - Designing brand relevant creative assets and writing promotional copy.- Testing campaign and promotional mechanics, results, outcomes and systems.- Conducting detailed competitor analysis to identify opportunities and threats within the market. - Working with internal departments, including design, customer service, acquisitions, fraud, trading, brand, and credit to optimise the customer retention program.

- Managing the customer marketing team of nine and overseeing the marketing strategy across Sportsbook and Games focusing on the growth of all customer segments – Racing, Football, E-gaming, and Lifecycle.- Managing strategic customer lifecycle and loyalty programs with a focus on rigorous test and learn processes whilst driving an optimised ROI across a database of over 3 million customers. - Managing a multi-million euro budget for promotional and CRM spend, and running post-campaign analysis. - Delivering best in class digital marketing campaigns, through efficient and value-adding investment of the marketing budget – covering all opportunities within the sporting calendar and the product roadmap.- Delivering insights from customer data to rationalise customer propositions and communications.- Delivering motivating marketing briefs for all major sporting events to achieve company metrics and targets. - Developing monthly and quarterly communications plans for all Sports led marketing activities.- Collaborating with other Sportsbook marketing functions (Editorial, Social Media, Onsite Content) to ensure optimised impact of marketing campaigns, integrated across all customer touch points.

- Manage the import of international events for broadcast and wagering in Australia. Eg. Triple Crown (USA) - Developed framework and managed content creation for the Sky Racing International website. - Manage the Sky Racing Weekend Feature Race which is distributed to all TAB customers nationwide.- Develop and plan the Sky Racing domestic and international daily schedule for all racing codes. - Manage the ‘International TAB Audio’ marketing campaign to promote upcoming international events. - Liaise with racing governing bodies and clubs to provide solutions to daily operational issues and problems.