Head of marketing for Lumify Group - APAC Key Achievements: Team restructure to deliver functional expertise in scaling-up, onboarded new automation platform, delivered 20% savings in annual budget, improved ROAS by 28%, built robust digital marketing and product marketing capability and managed change during restructure. Group Responsibility: SLT role leading long-term marketing planning, strategy and delivery for all five businesses in Lumify Group across Australia, New Zealand and Philippines.  Leadership: Coaching, mentoring and inspiring a team of 12 talented marketers as well as cross-functional go-to-market teams. Acquisition / Demand Generation: Accountability for demand generation across B2B, B2C and B2C2B segments of the market.  Product Marketing: Leverage relationships with partners (Microsoft, AWS, Cisco and 30 other IT vendors) to acquire MDFs and run joint campaigns for acquisition. Channel Marketing: Lumify has over 50 channel partners who re-sell our IT training products. My team works closely with channel leaders to activate marketing programs for channel partners. Data and Transformation: Reengineered marketing function by building a culture of performance focus, data-driven decisions, ROI and customer obsession. Leveraged data, analytics tools and automation platforms in building this culture. KPI Driven Accountability: Accountable for performance of key metrics like MQLs, SQLs, CPL, ROAS and brand preference. Delivering average ROAS of 300% for B2B and 500% for B2C businesses in our portfolio. Budget management and governance. Sales and Product Sync: Introduced Go to Market forum for sync with sales, product and operations teams with the agenda of building more collaboration and ownership in initiatives.

- Strategy and Business Growth: Marketing leader for enterprise, government, wholesale and small business segments driving national growth strategy across brand, fixed and mobile products. - Demand Generation: B2B demand generation responsibility for a large portfolio of products and multiple customer segments; ownership of the marketing funnel- Cross-functional Collaboration: Worked closely with sales, product, operations and technology teams to create impactful, commercially viable and scalable marketing programs- Digital Marketing and Martech: Built the entire digital marketing eco-system for the business which included new website, social platforms, marketing automation, SEO and performance channels- Brand Management: Launched the TPG Telecom enterprise brand in Nov 2021 to reach +50% aided awareness amongst prospects within 12 months. Custodian of the brand and it’s evolution- Product Marketing: Launched 4 strategic products in 18 months working closely with product, sales and commercial teams. Shared responsibility for sales, revenue, margin and campaign ROI metrics - Partner Marketing: Led joint marketing programs and partner alliances to produce partnership outcomes for key partners like NBN, Fortinet and Nokia- Customer Retention: Increased customer retention; led the formulation of dedicated outbound churn management team with a 70% contact to save ratio and +30% product cross-sell success- Events and Sponsorships: Introduced KPI driven approach to events, sponsorships and corporate hospitality; my team managed 15+ events in 2022 including roundtables, expos, product launch and hospitality events- Research and NPS: Led relationship with research agency (Kantar) to deliver in-depth assessment of brand and product standing in the market as well as NPS- Budget Ownership: Responsible for creating and getting approvals for annual marketing budget. Accountability for budget allocation and spending control

• Executive Leadership: Led strategy, planning and execution for marketing and inside sales across 3 business units i.e. enterprise software (SaaS), consumer ecommerce and financial technology • B2B Growth Marketing: Ran marketing programs to fuel +30% YoY growth (average) consistently for 4 years using innovative strategies and campaigns working closely with sales leaders• Digital Marketing: Built the entire digital marketing eco-system for all 3 brands. This included new websites, social platforms, content, performance, search and email marketing channels• B2C Marketing: Launched B2C e-commerce product which created a totally new revenue stream for the business growing at an average of 50% per year in revenue• Partnerships and alliances: Developed and nurtured partnership with Microsoft to become its largest partner in Australia for education technology. Also nurtured relationships with 4 other key partners to deliver strategic product and sales outcomes• Team Leadership: Built a team of 12 talented marketers with 3 in inside sales and 2 UX/UI designers• Sponsorships: Negotiated and led strategic sponsorships with peak bodies to penetrate specific segments of the market• Customer Retention: Introduced first ever retention program for the business and converted at least 50% of the base to long term contracts via product bundling and pricing incentives• Events and Hospitality: Responsible for managing 30+ events in a year nationally as a team; responsibility for all coordination, engagement and communications • Marketing Automation: Introduced Hubspot and Salesforce with responsibility for driving adoption of both platforms• External Communications: Led corporate and customer communications across all channels; marketing spokesperson for the business

• P&L accountability for Dubai's leading independent marketing agency specialising in creative development, campaigns, branding, media planning and digital marketing• Team Leadership; started with 26 team members and grew to 55 in 6 years; also doubled agency’s revenue during that tenure• Business Development & Wins: led business development as the agency’s leader and won prestigious accounts like Roads and Transport Authority (RTA), Harley-Davidson, Zespri Kiwi Fruit, Wasl Group, Nayomi and many more. Other clients in the agency's portfolio included Audi, Tag-Heuer watches, Seattle's Best Coffee, Panasonic and Wasl Properties• Profitability; supercharged agency's profitability without downsizing staff; turned the agency around from red to green with average 10% net profit primarily by adding service value and re-negotiating all contracts• Awards; won numerous international awards including Cannes Lions Award for independent agency and ACT CSR award for community development authority campaign

- Joined WPP's agency Intermarkets (now VML Y&R) as an account manager in 2002 and was promoted thrice in 6 years to head account management and strategy- Responsibility for delivering outstanding creative, media and PR solutions for a portfolio of $60m; worked with GroupM, Burson Marsteller, Wunderman and Landor on integrated campaigns for agency clients- Led a team of 16 talented account management and strategy experts