Heading up development of Metro Trains Melbourne digital customer-facing functions and capabilities with a focus on enhancing the digital experience and bringing world first digital innovation to our network. Leading Metro Trains through our digital transformation journey, connecting data, analytics, AI to influence digital as a priority, both internally and within a complex government environment.Accountable for optimising and ensuring all digital channels enhance passenger and client experiences and leading innovative and creative new ways to service Metro Trains customers and stakeholders.

Accountable for building the capability roadmap, commercial models, performance KPI’s and ultimate business case for the mass digital enablement of Vocus Group’s Consumer business, dodo & iPrimus brands. Leading the Customer & Design research team, insights built up from research conducted contributed hugely to a truly customer centric digital strategy• Develop strategic assessment of the existing business operating model, identified & prioritised critical opportunity areas for digital• Constructed a detailed roadmap for digital enablement for digital media, sales, service and operational success• Lead the customer research and design function, developing best possible customer outcomes with commercial focus • Shaped and refined commercial models that provided clear investment and ROI framework to support digital decision-making• Worked in partnership with technology & operations to align digital business outcomes with roadmaps and transformation plans• Provided strategic support to Sales, Marketing and Operations leadership teams in delivering digital capabilities • Engaged at a board & senior executive level, to embed comfort and understanding around digital investments & business outcomes• Ensured absolute alignment between commercial intent, delivery, and customer experience outcomes • Created a strategic roadmap leading to the ultimate enhancement of customer experience through a truly digital-first agenda

Principal consultant on eCommerce growth projects with some of Australia's biggest retailers, including Priceline, Sportscraft & Calibre. Building out practical digital growth and transformation strategies for clients to execute, in conjunction with the Practicology team

Leading a team of 7 to bring complex financial solutions direct to the consumer market using human centred design methodologies, my role as Head of Digital was to transform Australian Unity’s direct to consumer activity through digital. I led a growing and evolving team, which was being shaped and grew as our development continued. Driving on-site performance, digital customer acquisition strategies through targeted performance media and introducing strategic innovations such as lead capture capabilities, stream line content, customer UX and marketing automation program with direct sales channel. In the first 12 months the direct digital channel was responsible for delivering over $60 million worth of investment through digitising the Australian Unity health care property trust & Select income fund. Having a key role in the Australian Unity Digital Transformation Centre, a group wide digital project and innovations forum, which enabled me to take learnings from projects from the health insurance and home disability services to bring to the wealth business.

2016 advisory board member for iMedia Online Retailer summitMy current role sees me being responsible for commercial and digital marketing activity within the flybuys loyalty program. Using cutting edge digital insights, flybuys is a world leader in data driven marketing enabling Coles and coalition loyalty partners to have first class highly targeted & relevant communications for both CRM and acquisition purposes. My main day to day digital responsibility is the largest affiliate publisher website in Australia, flybuys eShops. This is a shopping portal to allow flybuys members to earn flybuys points with a host of national and international retailers online. •Full digital marketing and commercial P&L responsibility for flybuys eShops website •Executing eShops marketing and commercial strategies including PPC, SEO & digital display•CRM strategies and insights using highly segmented data to drive better commercial outcomes•Overseeing and executing social media for eShops in with flybuys campaigns including acquisition, engagement •A/B testing of creative, subject lines, content and user journey testing •Full content and website engagement strategy and overseeing the implementation•Overseeing growth & engagement of eShops to over 1.3M unique members in 18 months •Website tagging & tracking•Management of digital analytics from dashboard set up to reporting producing. Using Google Analytics and Adobe cloud analytics •Website innovation including first to market technology in the affiliate marketing space•Management of retailer relationships •Full traffic, marketing & commercial budgeting and forecasting for full 52 week year•All content and communications signed off by me. Including regular eDM communications from eShops to upwards of 4 million active flybuys members•Agency management

Specialty Fashion Group are Australasia’s largest specialty women’s fashion retailer operating across Australia and New Zealand. As eCommerce manager my duties are to drive, develop & implement the eCommerce strategy with a focus on driving traffic, conversion, acquisition and retention. • Drive targets and lead the team to achieve budgeted sales volume, traffic, conversion & AOV• Work closely with the customer insights team to be able to identify opportunities for improvements, as well as to gain a full understanding on our success.• Develop full search engine optimisation (SEO) & Pay Per Click (PPC) strategies and oversee implementation. • Implementing all tracking onto the website, including overseeing all 3rd party tracking, as well as external suppliers to the website, including dynamic retargeting display advertising, abandoned basket retargeting tracking, as well as our own PPC conversion tracking tags.• Oversee the implementation of a product feed. From being produced all the way through to upload into 3rd party websites.• Launch an online affiliate programme; build relationships with key 3rd party website including cash-back websites, loyalty platforms, coupon websites and aggregator comparison websites.• Oversee all creative and content on the www.millers.com.au• Ensure website content is fully managed and maintained, and available 24/7.• Oversee deployment of all eDM’s from the company, to segmented databases.• Manage financial budgets and online marketing spends for the websites.•Forecast all aspects of running a large apparel website including traffic, stock intake, expected unit sales, weekly, quarterly and half yearly forecasting and measurement•Liaise extremely regularly with the merchandise planning team, and forge to create an online planning team on forecasting online sales for future stock intake for websites

Matalan are the 5th largest retailer in the UK with over 200 stores nation wide. There transactional website has only been live just over 18 months, and I was head hunted to join there ever growing e-commerce team in April 2011. My role initially was to start growing and maintaining the affiliate programme, introduce reporting into the channel and implement tracking into the channel. However due to my past experience I was promoted to take charge of all search marketing channels. Which are now managed in-house along with an external agency.•Taking on management of all traffic and search marketing channels.•Managing, controlling and segmenting a 3.1 Million (£) online marketing budget•Introducing and implementing retargeting display campaigns.•Seeing the Affiliate performance channel grow on average 75% week on week comp •Introducing streamlined universal reporting system•Enabling 3rd party tracking codes onto all traffic channels, so results can be authenticated•Set strategies to migrate paid search activity in-house from agency. •Introducing streamlined universal reporting system•Forecasting full 52 week budgets & spending for all digital marketing channels in a very challenging apparel retail environment

Phones4u are the 2nd largest mobile phone retailer in the UK. Working with the head of online and online marketing manager towards the e-commerce strategies and day to day running of the website which included.•PPC & SEO strategy; spends, budget and forecasting•Affiliate & Display strategy; budget & forecasting•Email strategy•Hands on experience with day to day running of PPC and SEO channels•Negotiating new contracts for digital suppliers•Integration of bid management tools (PPC) and 3rd party tracking•Analysis & reporting of all digital channels•Content writing & sign off for website•Financial reporting and extraping for all digital marketing channels•Offline creative planning and execution of Marketing plan for Dial a Phone brand• Part of the online marketing team that won Mobile News best online retailer 2008 & 2009 •Introduced new Keyword strategy after 3 months analysis work with Google and Hit-wise•High recognition both internally and externally for my content writing skills, for its SEO value•Integrating new DOUBLECLICK tracking codes across 3 brands performance channels. This had an overwhelmingly positive impact on profitability, due to de-duping across all online marketing channels. •Introduced new performance commission structures across all brands•Increased the contribution of the affiliate channel from 20% of all net orders in 2008 to the affiliate channel accounting for 43% of all net orders in 2009. •Introduced weekly forecasting, to make sure budgets are tightly controlledPositions held:Assistant Online Marketing ManagerOnline Affiliate & Display ManagerOnline Affiliate & Email Executive Online Operations Executive