Contents

Revenue

Helped increase monthly revenue from email automation by 115% for Homelike. Over the course of my tenure, I grew email marketing revenue from less than 0.1% to over 15% of total revenue. This equated to over $1.5 Million annually.

ROI & Innovation

Marketo Form Finder
Creator of the Marketo Form Finder Chrome Extension, that instantly detects any Marketo Form ID on the page you’re viewing, shows the form name (when available), and gives you a one-click deep link to edit it in Design Studio. Supports multiple profiles (Org slug + Munchkin ID) so agencies and multi-instance teams can switch fast.

View more information >
2-Way SMS Solution for News Corp Australia
Initiated one of the first implementations of two-way SMS within Marketo for News Corp Australia's classifieds and event departments.

Summary of results:
  • SMS proved to be 7x more effective than emails
  • Reduced SMS campaigns deployment time from 4 to 6 hours to 10 to 30 minutes
  • GDPR-proof with an automated data and subscription management via an SMS Centre
  • Saved the business up to 40% of SMS costs due to the flexibility of switching gateway providers
  • Leveraged two-way SMS to fast-track the Event check-in process, which saw over 60% of attendees confirm their check-in before arriving to the venue. This meant event organisers could time the start of the event more effectively. 
Conceptualised the creation of a Vodafone Business Collateral iPad Application for Sales Reps (in 2011) to showcase brochure content to customers and act as a lead generation tool. This not only increased leads for the business, but also reduced print costs by more than $55K.

Lead Generation

Managed the complete overhaul and relaunch of vodafone.com.au/business, resulting in a 279% increase in leads generated and 103% increase in online sales within just 6 months from launch.

Awards

B2B Marketing Awards 2017: Best Use of Customer Insight
Developed and executed a successful Account Based Marketing strategy that:
  • Identified the best fit accounts to target
  • Compiled detailed analysis of the decision-making units (DMUs) in those accounts, creating robust personas
  • Built/repurposed content by persona and stage of the buying cycle to ensure it addressed their precise pain points
This strategy resulted in:
  • $1.5m worth of sales pipeline and the campaign is now moving into phase two of account acceleration for those highly engaged accounts
  • ROI of $10.5:$1 and a 1371% increase in AOV

View Award Case Study
Marketo Revvie Awards 2016: Marketing Team of the Year, Enterprise [Finalist]
Awarded to the enterprise marketing team who has demonstrated a strong ability to engage more effectively with customers, better contribute to the sales pipeline, and make a positive impact on revenue or on sales and marketing alignment.
PANPA Advertising & Marketing Awards 2015: Trade Campaign of the Year
The News Xtend Digital Masterclass event program was awarded Trade Campaign of the Year 2015 for National / Metropolitan Titles during the PANPA Advertising & Marketing Awards.

Leveraging marketing automation platform, Marketo, I developed and automated a full scale event management program from invitation to evaluation across all event locations.

Through appropriate opportunity and revenue tracking using Salesforce the campaign saw the following results:
  • ROI of almost 3000% in just 4 weeks post-event
  • 217% above revenue target
  • 79% Customer Satisfaction Rating
  • Open Rates were 25% above Industry average
  • Click to Open Rates were 4.5% above Industry average

Operations

Automated Customer Journeys with Salesforce Marketing Cloud
Single-handedly built out Homelike's automated customer email journeys with Salesforce Marketing Cloud. Each journey was hyper-personalised to the customer, showing everything from customer details, preferences, and even dynamic apartment suggestions (based on budget, location, preferences, etc).
Marketo Training
​Lead the implementation of Marketo at News Corp Australia by upskilling the marketing managers across the country. After approximately 1 year of tenure, we had approximately 1,000 automated campaigns that drove revenue into the business.
Internal Briefing Processes
Improved operational efficiencies by approximately 60% through automating the campaign briefing and project management process through the use of Google Apps and Zapier.

Certifications

  • Marketo Certified Consultant
  • Marketo Certified Expert
  • Conversational Sales certified by Drift
  • Conversational Marketing certified by Drift
  • Salesforce Trailhead: 32 Badges with 10,200 points

Presentations

Presented for Marketo (view video Customer Testimonial), IAB, Adtech, Hoosh Marketing, OneGirl, University of Western Sydney, and at Cologne Marketing Meetup. The presentations were focused on the topics of Marketing Automation (MA), two-way SMS, Measurement for Charities, and Career Development.

View some of my presentations on SlideShare > 

Publications

Authored a chapter on "Social Media ROI :: What Is It & How Do You Measure It?" in the book titled "The Experts Guide to Social Media Marketing: Leverage the power of social media", published by Mithra Publishing 2013.

Philanthropy

Founded the charitable event, Surfers In A Dress, which raised over $36,000 to help more than 122 young girls in Sierra Leone, West Africa gain access to education.

Developed a Case Study that assessed the impact of the Surfers In A Dress campaign and derived valuable insights for other One Girl campaigners looking to optimise their charitable events.

Over the 5 years of running the event, Surfers In A Dress had been featured on Channel 7 Sunrise (twice), SBS News, News.com.au, Herald Sun, the Daily Telegraph, Melbourne Radio, and we made it onto the front page of the Sydney Morning Herald. The event helped build a supportive community of likeminded surfers and friends in the Bondi Beach area. To this day, OneGirl still features Surfers In A Dress photo and video content to promote their future donation drives.

OneGirl Sydney Community Ambassador