[ { "role": "Director", "company": "Primrose Consulting", "endYear": "", "endMonth": "", "location": "Sydney", "startYear": "2024", "startMonth": "5", "currentRole": true, "description": "MY FOCUS: Running my marketing consultancy businesses providing Customer Strategy, CX, CRM & Growth Marketing advice.\n\nMY ROLE: Delivering consultancy projects to clients. Recent projects include a 6 month engagement for a digital strategy for a global travel company. Recommendations included a marketing audit, martech recommendations, internal team changes, digital market capability improvements, and business case to ensure the organisation had the right digital capability to deliver desired marketing programs.\nWe also provided consultancy on the business launch and go to market for a new entrant in the automotive light commercial market in Australia. \n\nClient experience includes Contiki and Trafalgar tours, and global engineering business Worley." }, { "role": "Chief Strategy Officer", "company": "AFFINITY", "endYear": "2024", "endMonth": "5", "location": "Sydney", "startYear": "2020", "startMonth": "8", "currentRole": true, "description": "MY FOCUS: Executive leader of the agency leading client management and strategy functions.\n\nAFFINITY is a Growth accelerator agency, providing full service capabilities including research, data, brand, social content, CX, MarTech and Media. Its aim is maximise business growth profit by auditing current business performance, and then providing a clear roadmap and initiatives for growth. \n\nMY ROLE was Chief Strategy Officer. I was part of the Senior Leadership team, responsible for driving the strategic, financial and operational direction of the agency.\n\nThe role had broad responsibility including delivering world class strategies, building and maintaining strong client relationships, delivering monthly revenue targets and responsibility for project delivery.\n\nWe delivered many diverse projects. We created digital and social content for beer brands Toohey's & XXXX increasing sales 7%, delivered a brand repositioning for global energy consultancy Worley, and CX and CRM strategies for Hyundai.\n\nDuring my tenure the agency grew from 12 people to over 30, and revenue rose 254%. \n\nAFFINITY was independently ranked as the No.2 Digital Specialist Agency for Effectiveness globally.\n\nClient Experience included Hyundai, Bridgestone, XXXX, Tooheys, NSW Electoral Commission & Revlon" }, { "role": "Director of Strategy and Innovation", "company": "DDB (Rapp CX agency)", "endYear": "2020", "endMonth": "8", "location": "Sydney", "startYear": "2017", "startMonth": "10", "currentRole": true, "description": "MY FOCUS: Delivering full funnel CX & CRM programs from initial enquiry to retention .\n\nMY ROLE: As Director of Strategy and Innovation at DDB CX agency Track (now Rapp) I was responsible for delivering strategic Customer Experience (CX) solutions for clients across the DDB group of agencies. \n\nI developed full customer lifecycle program for clients like Volkswagen - including lead generation campaigns, customer onboarding and repurchase strategies. We drove significant innovation and transformation of their CX activity – rebuilding all their customer journeys, introducing new personalisation and brand templates aligned to a new brand positioning.\n\nI also created CX and customer lifecycle programs for Westpac, ran the myMaccas loyalty program, and launched the BP Rewards loyalty program, driving record signups.\n\nI was part of the agency leadership team.\n\nClient Experience included Volkswagen, BP, Westpac, Skoda." }, { "role": "Planning Director", "company": "TBWA\\Australia", "endYear": "2017", "endMonth": "10", "location": "Sydney", "startYear": "2012", "startMonth": "8", "currentRole": true, "description": "MY FOCUS: Delivering integrated acquisition and retention programs. \n\nMY ROLE: As Planning Director, my responsibility was to deliver direct marketing programs to drive acquisition, including NRMA’s “The Difference” Direct Response program that won an ADMA Silver award for Effectiveness.\n\nWe created the MLC Superfit App and integrated campaign that helped consumers forecast their ideal retirement, and delivered $500m in FUM and won the ADMA award for Data driven marketing.\n\nTBWA was awarded Adnews and B&T agency of the year and ranked No.5 in the World for Creativity (WARC).\n\nClient experience included MLC, NRMA, ANZ Bank, EA Sports." }, { "role": "Planning Lead", "company": "BMF Advertising", "endYear": "2012", "endMonth": "2", "location": "Sydney", "startYear": "2009", "startMonth": "12", "currentRole": true, "description": "MY FOCUS - Developing integrated communication strategies for clients. \n\nMY ROLE as Planning Lead was leading the strategic approach for clients such as CBA and Foxtel. Campaigns included customer acquisition, cross sell and upsell activity to deepen customer share of wallet and drive retention. I also developed a specialism in marketing sciences to drive behaviour change in consumes and improve effectiveness.\n\nAwards won in 2011 include 2 Bronze Effectiveness Awards at the Australian Effies, and a Bronze ECHO.\n\nBMF was the No. 6 ranked Direct Marketing Agency in the world, and voted Agency of the Decade.\n\nClient experience included CBA, Foxtel & The Smith Family" }, { "role": "Data Director", "company": "Various Roles", "endYear": "2009", "endMonth": "12", "location": "Sydney & London", "startYear": "2001", "startMonth": "6", "currentRole": true, "description": "MY FOCUS: Using data to improve the performance of marketing, communications and business performance.\n\nI held a variety of data focused roles in both Sydney and London. I helped develop many programs of work including customer lifecycle strategies, A/B testing programs, personalisation strategies, marketing effectiveness & data training modules, and data cleansing & deduplication.\n\nClients included Whiskas, Pedigree, NATWEST bank, UK Department of Health, Vodafone & Lexus" }, { "role": "Customer Strategy Specialist", "company": "Various Client Side Roles - AMP and 3 Mobile", "endYear": "2001", "endMonth": "6", "location": "Sydney", "startYear": "1996", "startMonth": "6", "currentRole": false, "description": "MY FOCUS: Developing insights to deliver CRM programs in a client side environment\n\nMY ROLES: I held a variety of client side roles in Financial Services (AMP) and Telco (3 Mobile). This grounding in client side, helped me understand the dynamics of working in large organisations. This has helped me greatly in my career since working in agencies. \n\nI develop 3 Mobile's Welcome program, and delivered cross sell and upsell campaigns. \n\nFor AMP I worked in the market research and customer strategy team, running research programs to help understand customer behaviour, and develop strategies for different customer segments." } ]