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Eighteen years of experience in Financial Services with proven success in leadership, financial advisory, stakeholder management, relationship management, sales strategy and people management.

Work experience

Jun 2010Present

National Sales Strategy Manager - Insurance

ANZ Bank (formerly ING Australia)

Formerly deputy to now defunct 'Head of Insurance Sales' prior to June 2012. 

Responsible for ANZ Wealth's national life insurance sales strategy which captures the bancassurance channel comprising of 350+ salaried financial advisers as well as a vast network of over ten thousand aligned and non-aligned self-employed financial advisers. 

Designed and implemented sales diagnostic dashboard and sales forecasting tool.

Ensured efficient use of limited BDM resources by engineering comprehensive adviser segmentation and sales lead indicator analyser tool that helps BDMs with prioritising their sales activity. This has led to our BDMs achieving the highest average sales per BDM across the industry.

Despite having a lean sales outfit and a product offer that is benchmarked as second and third quartile, our well executed sales strategy has achieved the number one market share for new sales across Australia in every quarter since I assumed this job role - other than the Dec 2013, Mar 2014 and Dec 2014 quarters where we were just shy of the number one ranking.

Established phone based business development team in February 2012, delivering 29% sales uplift in the first year. In the second year the team achieved a 60% sales uplift and a further 35% in the third year. This team is currently responsible for 30% of the retail life insurance sales target and is on track for a highly successful fourth year achievement.

Manage Sales Campaign Manager and execution of strategic sales campaigns via BDM force.  

Chair monthly insurance sales tele-presence conference with all Regional Managers, BDMs, Strategic Account Managers and other insurance sales staff in attendance. This has been rated most valuable forum by Sales/Distribution staff.

Co-designed and rolled out BDM retentions scorecard and Key Performance Indicators that has helped drive down the retail life insurance lapse rates to the lowest in the industry.

Assist tier one advisers with delivery of quality technical financial planning advice, with particular emphasis on succession planning and estate planning matters.

Work closely with Product, Claims and Marketing functions to deliver a differentiated offer to advisers and their clients. This very strong stakeholder engagement is positively reflected in my annual performance reviews.

I am the Sales/Distribution spokesperson at the monthly Insurance Forum which is chaired by 'Head of Product for Retail, Group and Direct Life' and which has 'Deputy CEO, ANZ Wealth' in attendance. My role in this forum is to discuss the regional and national sales outlooks and provide an update on the insurance sales strategy.

I play a key advisory role in strategic partnership meetings as well as in numerous aligned dealer group committees.

I am a consultant for ANZ Wealth and aligned dealer groups on the ongoing industry regulatory changes impacting life insurance and life insurance advice.

Mar 2009May 2010

ANZ National Account & Relationship Manager

ING Australia

Deputy to 'General Manager of ANZ Network Distribution'.

Responsible for the national sales strategy for retail and group wealth products (wealth platforms, investments and life insurance) sold to ANZ Bank customers via its 350+ salaried financial advisers.

Worked closely with ANZ Financial Planning to foster and grow bank network sales, including the introduction of a new insurances sales and advice model that increased average life insurance sums-insured by over 25%.

Worked closely with ANZ Retail Bank’s Customer Segments team to better triage financial advice opportunities amongst ANZ Retail Bank customers.

Conducted ongoing sales and advice training for ANZ BDM’s and ANZ's 350+ salaried financial advisers.

Nov 2007Mar 2009

National Manager Technical Services

ING Australia

Headed up a team of 12 Technical Services Managers and Specialists. We were responsible for assisting financial advisers with their clients’ financial advice strategies. Areas of financial advisory included estate planning, business succession planning, spending prioritisation, wealth accumulation planning, retirement planning, social security planning, wealth protection planning and more. 

I was recognised with a Best Managed Team award.

The 2008/09 Wealth Insights' financial adviser benchmarking survey saw my team’s industry ranking improve from fourth (when I assumed leadership of the team) to a firm second position (by the time I left the team) - with only the smallest of margins separating us from the first placed team which had a tied adviser network that was much larger than ours.

Presentations to large financial adviser audiences.

Represented ING Australia in the media.

Provided strategic advice to internal and external parties.

Actively assisted BDMs with boosting their sales results.   

Liaised with Government on retirement and taxation policy. Active member of Financial Services Council's Retirement Income Stream Working Group and other industry committees.


Jan 2001Nov 2007

Technical Services Manager

ING Australia

Was second in charge to 'National Manager Technical Services'.

Directly managed five Technical Specialists.

Other work duties are as described under the 'National Manager Technical Services' role above.


Consultant and Practitioner

Financial Services Institute of Australia

Consulted in a range of areas concerning the Advanced Diploma of Financial Planning and the Certified Financial Planner programs, including rewriting course notes, drafting assessments and marking assessments.

May 1999Dec 2000


ANZ Bank

Prepared Statements of Advice (financial plans) for ANZ Financial Planning clients.



Company Directors Course*

Australian Institute of Company Directors

*I attended the five day course as part of an education grant made available to myself and a select few under the ANZ Talent & Leadership Program. 


Certified Financial Planner*

The Financial Planning Association of Australia

Achieved Distinction grades in CFP1, CFP2 and CFP3 modules.

*I did not enroll in the final module, CFP4, as this module is only reserved for practicing financial planners who have face-to-face dealings with clients.



Diploma of Financial Planning

Deakin University

Attained diploma with Distinction grades in each and every module.


Bachelor of Arts, Economics

American University of Beirut

Completed with strong results.

This Bachelor’s degree is issued by the State of New York, USA, and is fully accredited by the Australian Government.

Language & Communication Skills

Strong verbal communication skills demonstrated through many years of presenting to financial adviser audiences and internal stakeholders.

Well established written skills in former Technical Services role with written submissions in industry publications and newspapers.

Effectively participated in Government consultations via industry bodies.

Able to converse in both English and Arabic.

Leadership & Mentoring Programs

Member of the ‘ANZ Talent & Leadership Program’ since 2011.

Mentor to numerous Sales staff within ANZ Wealth’s Advice and Distribution business.

Former mentor for ING Australia’s ‘Women At ING’ program.