• An executive with 22 years marketing experience
  • Extensive experience in profitable customer acquisition, specialising in direct marketing and response based advertising; and customer loyalty, including high-level data analytics and customer segmentation
  • I'm a strategic thinker with proven experience in both business-to-business marketing (B2B) and consumer marketing (B2C), particularly financial services, IT, telecommunications and non-profit.
  • I have worked in both agency and client-side roles, and have multi-channel experience covering online and offline including broadcast media.
  • Entrepreneurial spirit with leadership and team building skills, including setting and achieving goals based on broader business objectives


  • Spending time with my Family
  • Cooking
  • Reading
  • Blogging
  • CrossFit training



Core Skills

  Understanding a business's commercial requirements, in order to recommend appropriate strategies to solve real business issues Strategic thinker with proven experience in the following areas: Marketing strategy Marketing acquisition incorporating both lead generation and lead nurturing Customer loyalty Referral marketing and word of mouth Digital and online marketing Email marketing Social media marketing Content strategy and creation Blogging Data and analytics Retail Local Area Marketing Effective team management and leadership Good combination of analytical + process + creative + people skills

Work History

Work History
Feb 2010 - Present

Chief Strategy Officer

Boost Marketing

Boost Marketing helps businesses to implement a marketing system that generates a consistent flow of profitable business. Recent clients include:

  • Sydney Writers' Centre: marketing strategy and positioning, annual marketing plan, improvements to website structure to increase lead capture and conversion
  • Trader Business Media: developed subscription marketing strategy for niche business titles incorporating positioning, annual marketing plan, lead generation and conversion, social media strategy
  • Torque: marketing strategy and positioning, annual marketing plan covering lead generation, lead nurture and customer loyalty, content strategy and blogging, improvements to website structure to increase lead capture and conversion
  • Altis Consulting: marketing strategy and positioning, annual marketing plan covering lead generation, lead nurture and customer loyalty, website structure and design, optimising event sponsorship and content strategy and blogging
  • ABC Retail: assist with the implementation of marketing automation platform (Aprimo), as basis of their new loyalty program
  • Spirit of Tasmania: assist with the implementation of marketing automation platform (Aprimo), as basis of their new loyalty program
  • GIO Insurance: developed alternative local area marketing strategy for motor and home insurance, incorporating testing plan and use of external data to improve targeting
  • Baileys: updated customer loyalty program incorporating social media to increase member acquisition and participation
  • Once Credit: developed a database marketing strategy and communications plan to cross-sell existing customers additional products, to increase loyalty and revenue
Jan 2009 - Feb 2010

General Manager, Direct, Data & Digital

Carlson Marketing

Carlson Marketing is the local and global expert in customer loyalty, responsible for strategic development, implementation and management of loyalty programs in banking and finance, travel, retail and entertainment.

As General Manager of Direct, Data & Digital, I was responsible for delivering more personalised and engaging customer communications through the combination of data and creative.

  • Delivered market segmentation model for new utility, designed to increase revenue through targeted and personalised communications
  • Implemented new ‘User Experience Design’ methodology, which was subsequently used for the launch of new e-commerce website (entertainment loyalty program)
  • Improved design and structure of existing e-commerce stores, resulting in double-digit sales conversion
  • Introduced new web analysis platform to further improve sales conversion of e-commerce stores

(NB. I’m unable to detail clients or program specifics due to confidentiality)

Mar 2006 - Dec 2008

Chief Strategy Officer

Boost Marketing

Marketing consultant to a broad range of businesses providing strategic marketing advice.

  • The Salvation Army - developed the business case for the scoping of their Donor Relationship Management database, which was subsequently approved by the board. Program has helped increase donations and (customer) loyalty, as well as improve marketing effectiveness.
  • Managed the agency pitch for UBank (NAB's ‘direct’ brand), providing marketing team with advice on process, selection criteria and ideal agency remuneration model
  • Kids Outta School – developed the marketing strategy for this new education concept, as well as actively involved in the overall business strategy, pricing and distribution, and improving online usability
  • Once Online - contract role as Head of Marketing, Acquisition. Once Online is a new online financial services company, with a vision to be “the source of financial confidence” for Australians.Initially brought in on a 2-month contract to drive their acquisition efforts pre-Christmas 2007.

    Made significant improvements in a short period of time, resulting in a 6-fold increase of their customer base, at half the previous cost.

    Subsequently implemented a few tactical campaigns whilst redeveloping the brand for relaunch, as well as improving the business’s online capability.

    • Improved the Customer Value Proposition of retail products
    • Responsible for Thought Leadership on the marketing acquisition strategy, including ‘Active Research’ and word of mouth referral, as well as online sales conversion, defining the Customer Journey, and developing the prospect and cross-sell strategies
    • Managed a competitive pitch to appoint a creative agency, including a complete brand
    • Optimised team structure and resources to reflect the business’s online requirements, incorporating online strategy, information architecture and design and website analytics
    • Effective team management in a continually changing environment, including proactive reporting to senior management and product teams
Mar 2006 - Oct 2007

Partner | Sales & Marketing

Swiss Travel Products Australia

Sole importer and distributor for Swiss Travel Products in Australia and New Zealand, with stock represented in retailers in NSW, VIC, QLD, SA and New Zealand.

  • Importing and distribution of the full product range incorporating their unique 4-in-1 world travel adapter, laptop bags and travel accessories
  • Responsible for the pricing strategy incorporating cost of goods, distribution, retail margin, marketing costs and business margin
  • Developed the sales strategy incorporating retail, B2B and promotional segments
  • Implemented advertising and retail promotions, as well as sales support and training material that the manufacturer subsequently used in overseas markets
  • Regular liaison with the manufacturer regarding supply and operations, as well as providing feedback for new product development and refinement
2002 - 2007

Other Achievements
  • Regular speaker at industry events such as:
    • ADMA Forum
    • B2B University (ADMA)
    • Loyalty Day
    • Online Retailer Conference
    • Cebit WebForward Conference
  • I'm also a regular contributor to Dynamic Business, and have been interviewed for articles with the Sydney Morning Herald, The Age, Brisbane Times and WA Today
  • Tutor for ADMA Certificate Course (2006)
  • Guest speaker on Strategic Planning, Australian Direct Marketing Association (ADMA) Certificate Course (2002 – 2005)
  • Member of The Salvation Army Direct Marketing Advisory Committee (2004 – 2007)
2004 - Nov 2005

Head of iLeo

Leo Burnett

Responsible for a company of 52 staff, with annual billings of approx. $10M (independent of Leo Burnett). iLeo provided specialist marketing experience in the areas of direct marketing, data analytics, digital marketing, call and contact centre and promotional marketing.

  • iLeo accounted for 50% of Leo Burnett’s revenue
  • iLeo was ranked 2nd best direct marketing agency in the world (2004 Won Report) during this period
  • Re-engineered the digital department achieving breakeven within 12 months, after 4 years of consecutive loss
  • Doubled the revenue of the digital and promotional marketing business
  • Increased the depth and breadth of services offered to Leo Burnett’s mainstream clients by 300%
2002 - 2004

Head of Direct & Data

Leo Burnett

I was the agency lead for the team responsible for launching the Virgin Credit Card in Australia (the most successful credit card launch in Australia ever)

  • Agency was on a performance-based fee, and was jointly responsible for all marketing decisions
  • Responsible for the Channel Planning, the Testing Strategy, the Response and CPA (Cost Per Account) Forecasting Model, as well as leading the team to deliver and analyse the campaign
  • Eclipsed the first year's target by over 240% in only 10 months, achieving overall credit card market share of 3.4% and a Cost Per Account only 83% of target
  • Won every major direct marketing award in the world over an 18-month period including
    • 3 Gold Lions at Cannes;
    • Grand Prix Award at ADMA Awards, plus 3 other top-of-category awards
    • Won 1st Place at John Caples International Awards for DRTV campaign, and two 2nd Place for Press
    • National Award at the AMI Awards; and
    • Diamond Echo at the International DMA (US)

Diageo.Responsible for developing the CRM strategy for Bundaberg Rum, for the initial test (2003), and the subsequent rollout (2004).Won 2 Silvers at 2005 ADMA Awards – campaigns beat objectives by 147% and 291% respectively.

Optus Business.  Developed the contact strategy and online sales tools for the lead generation component of the “Convergence” campaign – beat objectives by 585%

Also involved across a number of other key clients such as Canon, Subaru and QAS.

2001 - 2002

General Manager, Data Analytics

Leo Burnett

This was during the period as Cartwright Williams merged with Leo Burnett and formed iLeo.

  • Nickelodeon.  Responsible for loyalty strategy for Kids Marketing Database.Won “Best in Class” at 2002 ADMA Awards.
2000 - 2001

General Manager, CW Database Services

Cartwright Williams Pty Ltd
  • Responsible for growing the business through its increased portfolio of products and services, resulting in the financial turnaround to achieve breakeven within 18 months, after 3 years of consecutive loss
  • Australia Post.Responsible for managing the database consultancy project for Australia Post, where Cartwright Williams offered independent advice to Post’s top clients nationally
  • Audi.Managed the ‘Call & Contact Centre’ for Audi, which was central to their customer loyalty program
1988 - 2000

Marketing Consultant

Cartwright Williams Pty Ltd

Cartwright Williams was a specialist direct and database marketing agency, and I held various positions during this period, working on a wide variety of accounts incorporating both business-to-business marketing and consumer marketing. Some of the highlights included:

1999: Young Direct Marketer of the Year Finalist, Australian Direct Marketing Association

1996: Equity shares

1994: Employee of the Year

1992:Employee of the Year

  • Working on the daily management and implementation of direct marketing campaigns across multiple clients
  • Learned the fundamentals of direct marketing including the importance of targeting, data analytics and customer segmentation, creative, offer, call to action, production and attention to detail