[ { "role": "Senior Marketing Director", "company": "One Fell Swoop - seniors living consultancy", "endYear": "2024", "endMonth": "9", "location": "Sydney / Melbourne", "startYear": "2024", "startMonth": "3", "currentRole": false, "description": "Key responsibilities:\n\n•\tLead the NSW / QLD business unit and develop and grow the marketing and senior leadership teams.\n•\tDeveloping and implementing effective marketing strategies for existing clients.\n•\tLeveraging new business opportunities across the whole of OFS’ business.\n•\tBudget responsibility >$7.5m.\n\nKey achievements:\n\n•\tDeveloped and delivered new business proposals to successfully win two significant clients representing >$7.5m in revenue. \n•\tNavigated and turned around a difficult client relationship to prevent termination. This client has $48m worth of sales stock and associated sales and marketing commissions.\n•\tDeveloped and implemented the first B2B social media strategy with excellent initial results in terms of engagement – 13.69% vs industry average of 1.04%.\n•\tLed the development and implementation (research, planning, design, copywriting) of a bespoke international study tour for a large client, which received highly positive CEO feedback.\n" }, { "role": "Chief Marketing Officer", "company": "CBHS Health - private health insurance", "endYear": "2023", "endMonth": "12", "location": "Sydney / Melbourne", "startYear": "2018", "startMonth": "1", "currentRole": false, "description": "Key responsibilities:\n\n·\tEntire marketing operation and customer experience for three business entities.\n·\tBusiness growth targets and customer engagement through acquisition, retention, product and proposition development, brand, creative, events and sponsorships, social media and content.\n·\tLeading a team of 12 senior marketing managers and specialists, in addition to cross-functional project teams.\n·\tBrand strategy and external corporate communications.\n·\tKey member of the Executive Leadership team.\n·\tBudget responsibility $3.44m\n\nKey achievements:\n\n·\tLed the creation and execution of a group brand transformation program - a whole-of-business brand change with new vision, purpose and value proposition, in addition to all aspects of the visual identity and creative, logo, messaging hierarchy, brand playbook and guidelines, achieving Board approval and a successful end-to-end implementation across the business.\n·\tResponsible for 82% of the annual sales target through major campaigns as part of the overarching marketing strategy, including paid, owned and earned media optimization, content UX and conversion, achieving net growth of 2.5% p.a. in a challenging health insurance market. \n·\tDirected the marketing initiatives to grow the International business (overseas students and workers) as part of its scale-up phase, from 6,000 members in 2018 to 30,000 in 2023 with gross margins 40-50%.\n·\tLeading, mentoring and developing the Marketing team to instill a vision of ‘Centre of Marketing Excellence’. This was achieved through refocus, recruitment and the development of a refreshed culture and new ‘team promises’ to ensure the team was optimally positioned to deliver strategic goals. The high-performing team saw every individual nominated for quarterly business awards at least once; of these, three were quarterly winners and one the annual winner. Team engagement index improving YOY, and every measure in the team dynamics assessment improving on average by 20%.\n·\tRejuvenated the social media and content strategy with significant performance improvements and audience engagement; total reach across all platforms up 134% and engagement 368%YOY.This focused on numerous member health engagement programs delivered both digitally and in-person at the Commonwealth Bank’s multiple office locations. Responsible for clinically approved, evidence-based health content which was utilised both internally and by the Bank, covering a wide range of topics from cancer, mental health, nutrition and exercise to sleep, pregnancy, diabetes and many more.\n·\tPlatinum sponsorship and leading corporate fundraiser for the Commonwealth Bank’s flagship Can4Cancer program. Achieved record-breaking fundraising YOY, with social media amplification resulting in 200% engagement uplift YOY on Facebook. Can4Cancer has raised over $16.5 million for cancer research to date.\n·\tResponsible for all external communications; CEO announcements, business to industry briefings, annual reporting and the development and implementation of the business’ crisis communications strategy. This includes engaging with numerous external stakeholders to create high impact relationships, often where priorities are competing.\n·\tBrought in new digital media performance agency, launching new ad platforms and tracking solutions to deliver clear attribution, enabling more sophisticated optimisation and significantly improving spend efficiency by 20%. This included the technical integration of the ad platforms with internal systems (e.g. Microsoft Salesforce and Power BI) to deliver accurate data for the analytics team’s reporting, models and dashboards, enabling truly data-driven decision making, accurate cost per lead and cost per sale metrics and significantly more effective marketing.\n·\tCustomer lifecycle mapping to understand key decision points and potential touchpoints to implement digitally automated, personalised and relevant communications across the customer journey. This project commenced with a significant research project into consumer behaviour enabling the development of customer personas and attitudinal segmentation to provide the basis for propensity modelling, proactive retention initiatives and a significantly enhanced customer experience.\n·\tIn a highly regulated market, Executive sponsor of the successful implementation in April 19 of Government Reforms representing a whole of business project and cost of $1.8m; strategic product changes (age-based discounts, $750 excess options) and mandatory changes, to time and budget.\n·\tIdentification, management and mitigation of all risks associated with brand, marketing and communications, ensuring a robust risk management framework is in place and processes and operational procedures are effective and compliant.\n" }, { "role": "Head of Strategy & Propositions", "company": "Bupa Aged Care", "endYear": "2018", "endMonth": "1", "location": "Sydney", "startYear": "2016", "startMonth": "1", "currentRole": false, "description": "Key responsibilities:\n\n·\tLeading the assessment of growth and divestment opportunities across the portfolio and in line with Bupa’s global ambitions.\n·\tThe ‘Voice of the Customer’ program which gathered feedback through multiple mechanisms to deliver insights to ultimately enhance customer experience\n·\tIdentify, research, evaluate and implement customer value propositions for residents, their families and communities to improve customer experience and deliver differentiation, innovation and revenue for the business.\n·\tLeading the end-to-end strategic planning process working with each functional area to deliver and align their strategy objectives.\n·\tDevelopment of strategy and Board papers outlining the strategic direction of the business, financial performance and progress against milestones.\n\nKey achievements:\n\n·\tResponsible for redefining and articulating the over-arching Aged Care Australia strategy to reflect evolving market dynamics, changing Government policy and the new regulatory environment. The key initiative was the strategic expansion into the adjacent retirement living market and building the first Bupa retirement village in Australia, leading cross-functional stakeholders at Executive Team level, detailed proposition development and production of business-case proposals to secure global Board approval. This $81m project has since successfully opened its doors, over-achieving sales budgets despite COVID-related lockdowns and currently is the only part of the business achieving targets.\n·\tLed 2018 strategic planning for the business to define the initiatives aligned to the global strategic framework and to continue to deliver the step-change in financial performance.\n·\tKey input to the global portfolio review initiative – defining the strategic direction for each care home and making recommendations for investment, optimisation or divestment for each business to deliver optimal results for the overall portfolio.\n" }, { "role": "Head of Marketing", "company": "Bupa Aged Care", "endYear": "2015", "endMonth": "12", "location": "Sydney", "startYear": "2014", "startMonth": "1", "currentRole": false, "description": "Key responsibilities:\n\n·\tDevelopment of the strategic marketing plan and its execution to meet business priorities and occupancy targets through digital, radio, out-of-home and social campaigns, community and B2B engagement.\n·\tLaunching new homes to market and achieving fill-rate targets.\n·\tResponsible for sponsorships with health partners and fundraising targets.\n·\tDelivering a suite of health-focused content to add value to residents, their families and communities.\n·\tExecution of the Digital Transformation agenda to optimise the customer journey.\n·\tCollaborating with General Managers to market their care home via internal design, photography, content, brand guardianship and targeted advertising.\n·\tLeading a team of eight professional marketers, developing performance and capability.\n·\tBudget responsibility: $7m.\n\nKey achievements:\n\n·\tLed the marketing operation for 11 new homes, breaking occupancy records in terms of length of time to fill vs AOP targets, devising a new market analysis process and delivering innovative new concepts to the business; sales tools, virtual tours, video brochures, digital and social media optimisation. This provides the opportunity for the business to close sales earlier in the pipeline.\n·\tProduced a suite of digital and physical health content materials, designed to support the ageing process through education and guidance – all clinically approved and evidence-based.\n·\tLed the proposition development and implementation of the Aged Care Financial Guidance panel; an industry first and key value-add to the aged care CVP. \n·\tLed the award-winning and industry-leading marketing response to the Government’s Aged Care Reforms and a projected risk of c.$100m to the bond pool. This included developing a new micro-site for each home with new customer-centric functionality, video animation and printed collateral and represents a key contribution to the increase in average revenue per customer of 4.6% compared to 2013, as a direct result of the implementation of the reforms.\n·\tDeveloped and executed the first cohesive marketing campaigns to deliver incremental leads to mature care homes in 2014.These campaigns are now BAU and deliver on average a 35% increase in enquiry volumes.\n·\tInspired and developed five team members to grow professionally into new, more senior roles. The team is widely recognised as talented and high performing with the new hires recruited continuing the trajectory.\n" }, { "role": "B2B Marketing Manager", "company": "Bupa Health Insurance", "endYear": "2013", "endMonth": "12", "location": "Sydney", "startYear": "2010", "startMonth": " 7", "currentRole": false, "description": "Key responsibilities:\n\n•\tResponsible for the end-to-end development, delivery and evaluation of the international and domestic B2B marketing strategies.\n•\tExecution of insight-driven acquisition campaigns at both B2B and B2C levels (international workers, students, education providers and migration agents, domestic clients and employees) working with some of Australia’s largest employers.\n•\tManage the broker channel through providing campaign offers, collateral, digital tools and maintaining key strategic broker relationships.\n•\tLaunch of new domestic and international products to market to achieve AOP targets and to diversify the Bupa health insurance product portfolio.\n•\tTo accelerate brand awareness in the international market amongst key stakeholders to drive growth in sales to migrant workers and students.\n•\tDirect reports: three, budget responsibility $2.5m.\n\nKey achievements:\n\n·\tLaunched four new international private medical insurance products to the Australian market – for Australian ex-pats living or studying overseas (adjacent to travel insurance products). \nThis included managing four external launch events, two internal launch events, delivery and\nimplementation of a new marketing plan, development of a comprehensive new collateral suite,\ndelivery of campaigns including eDMs, adwords and a successful internal sales lead referral program\n·\tLaunched first offshore marketing strategy, achieving sales results at better than target CPA. In 2011\nresults were 150% of new business targets.\n•\tLed all aspects of the creation and delivery of the corporate marketing plan including six\nnational campaigns p.a., multiple client-specific initiatives, development of a new suite of sales tools\nand delivery of health and wellness workplace events, positioning Bupa as a workplace health and wellbeing partner. Overachieved by 20% on 2012 new business targets.\n•\tComplete rebrand of a newly acquired partner business to further broaden the health and wellbeing proposition to corporate Australia.\n" }, { "role": "Product Development Manager", "company": "Bupa UK", "endYear": "2010", "endMonth": "5", "location": "Manchester, UK", "startYear": "2007", "startMonth": "8", "currentRole": false, "description": "Responsible for the strategic and tactical development of Bupa UK Membership’s B2C range of products, focusing on several key high-profile projects.\n\nKey achievements:\n\n•\tTailored Pricing business lead delivered a new pricing mechanism for B2C members based on their\npersonal circumstances and bringing factors such as claims history, loyalty and lifetime value into the actuarial process. Forecast to deliver an increase in contribution of £27.13m and improve retention by an additional 10,000 members over a five-year period. Project budget responsibility £754k.\n•\tRules Review business lead comprised the delivery of new rules and benefits for every private medical insurance scheme and to rationalise the quantity of bespoke literature, coinciding with the launch of a new business platform.\n•\tIncluded establishing a workable plan to deliver c.100 new, 64-page membership guides and associated documents for all Bupa schemes and the co-ordination of vastly diverse policies to ensure administration under the new system.\n" }, { "role": "Marketing Product, Comms & Campaign roles", "company": "The Co-operative Bank", "endYear": "2007", "endMonth": " 7", "location": "Manchester, UK", "startYear": "1995", "startMonth": "8", "currentRole": false, "description": "Key achievements:\n\n•\tMember of the launch team for the original UK online banks – smile. This bank still exists and is performing strongly in the competitive UK market.\n•\tDeveloped, project-managed and launched the new student current account and student credit card products in 2006, establishing stand-out in the competitive student account market.\n•\tDeveloped and launched the new high interest current account product in 2006.\n•\tLed both communications and product teams to design and implement the highly successful packaged account marketing campaigns across the marketing mix, meeting volume and conversion targets.\n•\tLaunched the Bank’s first fully integrated TV campaign for personal loan sales in July 2002 and the first digital strategy in 2003.\n•\tLaunched the Car Loan product in May 2003 to further segment the basic product offer, covering all areas of NPD from conception to launch and comprehensive internal communication campaign.\n" } ]