BACKGROUND
The Designers
A bit of a yo-yo in destinations, so bear with me for a short novel…
Soon after being born on the beautiful West Australian Coast, I was lucky enough to relocate with my family to Stavanger, Norway. Being the absolute opposite to my hometown, Norway was the start of a long journey of relocation and the general nomadic mentality.
Post-graduation I moved to the Gold Coast, Queensland, after having received a scholarship to commence a business degree. Whilst still studying I was offered a highly competitive graduate position at Optus within the field of marketing, adding another pin to the map, jetting off to Sydney.
Along my journey throughout multiple (if not all) Australian Telcos I came across some brilliant female mentors who taught me there’s no limit and that continuous learning is the most stimulating brain training possible, indirectly becoming the main reason I made the decision to commence an MBA at the university of South Australia (yep, you read that correctly, another pin to my beautiful map). Blessed (and cursed) by genius parents, they taught me how to problem-solve in every walk of life, and how often creativity fuels science and solution breakthroughs, which has been a position I have maintained throughout my career and hold firm in addition to my belief in the crossover between science and design powering successful marketing strategies.
Unfortunately for my beloved family and friends, I didn’t stop there and continuously found myself picking up new hobbies. From joining Athletic boards, to hosting events, freelancing to clients, selling commission paintings, minor graphic design sales and publishing cookbook for charity. A bit random, a bit rouge, but that’s my personality.
So that’s Western Australia, Norway, Queensland, New South Wales, Adelaide and now Melbourne. What next?
Perth, Australia
Stavanger, Norway
Gold Coast, Australia
Sydney, Australia
Adelaide, South Australia
Melbourne, Victoria
Previous
EXPERIENCE
2022
Senior Product Marketing Manager, Belong
Trading and Propositions, Above the Line Branding & Performance Marketing
As Senior Marketing Manager, playing a pivotal role throughout the whole proposition development and endto
end marketing journey. Leading the identification, development, management and analysis of marketing
programs – proposition creation, campaign development, measurement and optimisation - that align to Belong’s mobile and fixed customer growth objectives. Working alongside the Brand, Product, Design, Digital and Technical teams, leveraging best practice to convert Belong’s strategic marketing plan into compelling propositions and effective campaigns that deliver great commercial results and contributing more broadly across the fixed, mobile and digital portfolios. Having a critical role in delivering our customer value
proposition to our target audiences backed by tech and data enabled processes and systems. Within this role
I'm proud to have achieve successful product category launches and build commercially beneficial programs
to expand our customer reach with creative winning international awards.
2021
Belong: Senior Product Manager
Customer Value Management, Direct Marketing & System Integration
As Senior Product Manager, I worked closely with the Customer Value Management Director and Deloitte
partners to build the entire 1:1 program - working on use cases to role out a best-in-class always on journeys.
Needing to rebuild the defective journeys while ensuring customer satisfaction metrics and seamless
onboarding journeys thus reducing churn. Working alongside multiple agency relationships and Deloitte
consulting, I lead the identification, development, management and analysis of marketing programs –
proposition creation, campaign development, measurement and optimisation, that align to Belong’s mobile
and fixed customer growth objectives. Simultaneously I assisted the mass system migration from a legacy
CRM system to a new build solution for better data utilisation.
Key Achievements
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Implementation of new extensive Mobile and Fixed Internet Services onboarding journeys.
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Launch of the Mobile Broadband product.
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Introduction of marketing and service communication modules for streamlined campaigns.
2019 - 2021
Telstra: Digital Marketing Manager & Scrum Master
Responsible for the delivery of 1:1 communication campaigns related to key Telstra differentiators, including core products (mobile, fixed, tablets), and new add-ons and loyalty, primarily direct customer channels and paid digital. Focusing on simplified messaging and ongoing optimisations.
Main responsibilities include:
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Develop and manage a portfolio of direct marketing campaigns, communications, marketing programs and initiatives to on-board new customers and keep them informed of changes we might make to their products or services.
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Lead device launches from a direct communication perspective, including existing customer cross-sell, upgrades and recontract cohorts.
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Assist in the delivery of the always-on program utilising data driven automated targeting.
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Lead the rollout of dynamic programs to allow for rapid speed to market in response to competitor pressure.
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Develop best-in-class communications with consistency of brand image across the customer-facing elements of the campaign, including media, advertising, customer education material, collateral and point of sale support materials, keeping the customer front-of-mind.
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Work collaboratively with agencies to ensure quality deliverables on time and within budget.
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Working with the campaign analytics, monitor the effectiveness of campaigns and intervene as required, to ensure optimum campaign effectiveness.
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Manage the team effectiveness, troubleshooting issues and implementing efficiencies as Scrum Master
Key Achievements
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Building the Tactical Monthly Framework
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Executed all 1:1 activity across major device launches, including Apple iPhone, Samsung Galaxy, Google Pixel and more.
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Successfully lead over 40 tactical campaigns within a calendar year with personalised messaging.
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Working with the AFL and NRL sports partnerships to assist with our Kayo partnership and sales
2018 - 2019
Black Chicken Remedies: Digital Marketing Specialist
Across various Ecommerce platforms including SEO, SEM, email marketing and CRM, as well as analytical tools, to inform, optimise and strengthen the overall profitability and presence. As well as developing and implementing successful acquisition and retention campaigns that engage consumers and drive sales growth.
Responsibilities include:
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Develop and Implement the strategy for Black Chicken Remedies’ eDM campaigns ensuring sales targets are attained
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Update, manager and report on past and present campaigns through various digital platforms.
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Build the digital marketing strategy, working with the wider Marketing Team and digital agencies across SEO, SEM, UX, Online promotions, engagement, analytics, reporting, merchandising and CRM management
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Compile reports and provide insights including weekly updates, end of month, quarterly and annual reports while implementing change.
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Drive and manage the Customer Loyalty Program.
2018
Optus: Digital Customer Marketing Executive | Onboarding & Retention
Assisting in overall Wholesale customer accounts, reaching Working across all product portfolios, developing and implementing campaigns as part of the broader onboarding and postpaid retention marketing activity. Driving engagement, customer lifecycle value and decreasing customer complaints, seeing a reduction in call volumes.
Main responsibilities include:
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Develop and execute innovative customer retention strategies to reduce customer churn and drive revenue.
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Lead device launches, targeting high churn risk customers.
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Lead campaigns with service channels, online and retail channels and managing complex data requests for campaigns based on the business strategy.
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Manage multiple, complex campaigns on a weekly, fortnightly and monthly basis.
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Challenge status quo to drive better customer engagement.
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Work closely with channels to brief all activity and impacts to each channel and manage channel escalations and resolve in a timely manner to deliver an improved customer experience.
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Maintain results of campaign activities.
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Management of day-to-day budget including raising PO’s and tracking spend.
2017-2018
Optus: Digital Marketing Executive, Personalisation
Predominately delivering a blend of BAU campaign delivery and innovation as Optus has committed to bring personalised consent, and 1:1 digital experiences to life. Developing the digital marketing strategies for Optus.com.au and digital paid media that will drive incremental sales outcomes for the business.
2017
Optus Wholesale: Customer Marketing Executive
Assisting in overall Wholesale customer accounts, reaching business objectives and overall customer management. Also leading the website and design refresh while implementing new processes and technology to support project management.
2016-2017
Virgin Mobile: Acquisition Marketing Executive
Assisting with the retail marketing activities and tests, above the line campaign collateral and managing all search engine marketing.
2016
Optus: Sponsorship Marketing Executive
Assisting in the planning and execution of Optus partnerships and campaign activations, more specifically running Optus branded events in the lead up to the Rio Olympics.
2016
Beth's Cupcakes: Marketing Consultant
Rebranding existing company, making a little more quirky and contemporary for the food industry. Also developing an overall vision for the social/web business.
2015-2016
Mazarine Aqua: Marketing Consultant
Assisting in company strategy and creating campaign materials within the digital space, driving more traffic to the website from graphic, search and social perspectives.
2015
Travel Safe App: Marketing Consultant
Developing marketing plans and strategies for a variety of platforms, and creating collateral including logos and website design and general branding.
2015
Bond University Society and Design Students' Association: Social Director, Events Coordinator and Manager
Planning and organising social events for students, ranging from cocktail events to scavenger hunts around the Gold Coast whist liaising with businesses and industry professionals for sponsorships and function hires.
2015
Bondstock: Marketing Director
Planning and developing a year long campaign to gain interest and encourage excitement in the leadup to the festival. whilst also liaising with companies to get the best merchandise and giveaways for the event.
2014
Be Kind Bond: Founder
Developing the brand of the organisation and campaign material to increase awareness, whilst also generating sponsorships from local businesses for giveaways during Be Kind Bond week and the opening event .
2014
EPI: Marketing Consultant
Developing marketing plans and strategies for a variety of platforms, and assisting in social media management.
2014
Bond University: Photographer and Social Media Assistant
Using marketing tactics managing social media accounts to gain a greater following for the week long event.
2014
Bond Debating Union: Graphic Designer
Helping rebrand and further develop the overall perception of the club.
2014
Bond University: Photographer and Social Media Assistant
Using marketing tactics managing social media accounts to gain a greater following for the week long event.
AWARDS
Chancellors List of Commendation
2021
Awarded to the top 5% of students.
Telstra Consumer & Small Business Group Executive Award
2021
Nominated by the group executive for my work on the AFL and NRL season launches.
Telstra Award
2019
Nominated by multiple people/teams, acknowledging the integrity, dedication and collaboration within work project/s.
Optus Yes Reward: Integrity
2017
Nominated by a whole team unit, an award acknowledging the high standards and integrity within work project/s.
Advertising and Art Direction First in Class Award
2015
A title rewarding the highest score (must be over 85%) placed in the class in the whole course.
Services Marketing Class Representative
2015
Representing the students acting as a communication barrier for students who may have an issue with the lectures while assisting with any issues which can be solved.
Fisher and Shaw Award
2014
A title rewarding the best campaign and created organization.
Organizational Behavior and Class Representative
2014
Representing the students acting as a communication barrier for students who may have an issue with the lectures while assisting with any issues which can be solved.
Bond University Collegiate Scholarship
2013
Award for exceptional co-curricular involvement and academic excellence.
The Maureen Smith Trophy for Best Tennis Team Player
2013
Awarded to the Student which best team contribution.
Certificate of Excellence for Academic Achievement
2013
A certificate for achieving A’s in all subjects.
Academics Award
2012
A certificate for excellence and endeavor in Mathematics, Science and Drama April 2013.