Kristi is an experienced marketing professional with a sound knowledge of business management and a deep understanding of consumer online marketing. Certified Practising Marketer (CPM) and MBA qualified. At Macquarie, Kristi is responsible for the development and implementation of the overall online strategy for Macquarie’s direct to consumer business, focussing on customer acquisition and deepening customer relationships. Kristi has been active in the marketing space for the past 9 years with various marketing roles at SingTel Optus and Expedia. Kristi’s experience heading up marketing for Australia and New Zealand at one of the world’s leading e-commerce retailers, as well as advising on marketing for the launches of India and Japan, has given her great insights into the digital landscape across the Asia Pacific region.
Marketing Director, Australia & New Zealand
Expedia Inc. is the world's largest online travel company.
Responsibility for P&L and multi-million dollar marketing budget.
Managed all online marketing channels: search engine marketing, affiliate marketing, email and display advertising and offline marketing channels: PR, sponsorship, joint promotions, outdoor and radio.
Championed the brand development and positioning of Expedia in Australia and New Zealand. Lead analysis of marketing effectiveness and ROI to improve all aspects of marketing resulting in: market penetration; increased website traffic and conversion, revenue growth, and profitability.
Apr 2003 - Present
Digital Marketing Consultant
Consultant at Kineo as Head of Search, Data & Analytics Strategy: * Consulting to clients on utilizing the power of web analytics, measurement and accountability to meet their business goals * Develop digital strategy for clients utilising online channels: search engine marketing (SEM), search engine optimization (SEO), web analytics, display advertising, social media and affiliates Consulting to various companies. Some recent projects include: * Designed, developed and managed the website for an Engineering firm, with a focus on SEO and growing organic traffic. * Developed monetisation strategy for the digital assets of a travel company comprising display advertising, sponsorship and email. * Designed, developed and implemented the new non-for-profit community website for the Estonians in Australia, www.eesti.org.au using the CMS Wordpress. Currently handle both editorial and media sales. * Site design and development of an award winning Australian Blues band’s website. Including implementing a simple cost effective e-commerce solution to sell the bands extensive back catalogue and tour merchandise. * Developed and executed email marketing strategy for global Venture Capital firm
Apr 2010 - Sep 2011
Associate Director, Online
Macquarie’s consumer financial products include online trading, mortgages, insurance, investments, superannuation, cash products and credit cards.* Responsible for the development and implementation of the overall online strategy for Macquarie’s direct to consumer business.* Accountable for delivering acquisition targets across online channels including: search engine marketing (SEM), search engine optimization (SEO), web analytics, display advertising, social media and affiliates* Responsible for e-commerce optimisation initiatives to deliver growth in client numbers and lower cost of acquisition* Developed extensive data and web analytics strategy and implementation plan utilising Omniture and 3rd party tracking system Mediamind* Management of agency and vendor relationships; and advertising partners* Coach and educate wider marketing team and key senior management stakeholders on the online channel* Departed due to shut down of the Consumer Direct Division