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My Career On Paper


Head of Marketing (Sydney, Australia)

Mad Paws

Leading the Marketing & CRM efforts for Mad Paws, Australia's largest pet sitting marketplace. 

Acquisition (SEM, SEO, Display, Remarketing, RTB) 

- Retention (CRM, Social, Blog/Content, push, SMS)

- Brand (TV, PR, OOH, Radio, Events)

Jun 2014Oct 2015

Global Head of SEM (Berlin, Germany)

foodpanda | hellofood

Managed global SEM strategy and operations in 55 countries for Foodpanda Group & parts of the Global Online Takeaway Group. Key highlights:

- Managed 18 SEM professionals from intern's to senior managers

- +6 figure monthly marketing budget

- Defined & lead new marketing tools & automation in collaboration with Rocket Internet SE

- Reported directly to CMO, MD's & CEO

- Implementation of Adobe Media Optimiser

- Regular communication with Google account manager

Nov 2013Jun 2014

Senior Digital Marketing Manager (Sydney, Australia)


Reported into the Head of SEM for search and Head of Online Marketing for social media & online video. 

Senior SEM Manager:

- 2IC to the head of Search

- Key stakeholder inplanning and executing of monthly SEM budget

- 100% responsible for SEM Ads & landing page content to be performing & on brand

- Implementation and managed relationship with Kenshoo search

- Regular communication with Google account manager

- Communication with key brands for bidding position agreements and trademark exemption forms (Nike, Adidas, Tony Bianco, Windsor Smith ect)

Social Media Lead:

- Developed social media concepts and strategies based on historical performance and seasonal trends

- Managed cost per acquisition targets for a large spending monthly budget

- Managed 1 junior manager & 1 advertising designer

- Collaborated with fashion buying teams and buyers 

Online Video Lead:

Developed concepts for online video on the Trueview (youtube) advertising network (RTB)

- Managed relationship with publisher sites to host our paid video content as content pre-rolls

- Responsible for planning & executing a 6 figure per quarter marketing spend (excluding production)

Mar 2012Nov 2013

SEM Manager (Sydney, Australia)


Reported to the head of SEM and managed Google Adwords & Yahoo Search/Bing Ads campaigns for AU/NZ. My key responibiliteies included but where not limited to:

- New camaign creation and activation

- Keyword research & expansion

- Ad A/B testing

- Bi-Weekly contact with Yahoo/Bing account manager

Jun 2010Mar 2012

Search Marketing Manager / Account Manager

Fulfill-net Australia

Started as SEM exec and was promoted to account manager after 6 months. Managed a large number of small to medium clients and eventually large blue chip clients across many trades and services like Plumbing, Construction, Towing, Tourism & Sportswear.


  • Google Adwords Editor
  • Bing Ads Editor
  • Google Analytics
  • Google Developer Tools
  • Google Universal Analytics
  • Google Tag Manager
  • Kenshoo Search
  • Kenshoo Social
  • Adobe Media Optimiser
  • Asana
  • Mixpanel
  • Microsoft Office