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Summary

Sydney based business development leader. I am deeply passionate about the tech industry having spent 8 years working for Facebook and Instagram after a career in brand marketing and market research in Melbourne.  Joining FB Inc in the then-emerging market of EMEA, returning to Australia to assist in setting up new territories in Melbourne before relocating to Sydney in 2013.

For the last 2 years I have been leading the business development efforts for Instagram’s positioning within Australia and New Zealand, both as a monetized business supporting key brand partnerships and agencies, in addition to  increasing user growth and engagement within the Insta community.

In addition to Instagram, over the last 5 months I have been working on new business go-to-market strategy for the Facebook Messenger product working closely with Head office in California and early APAC partners in Australia, Thailand and Indonesia.

I am looking for a new challenge that plays to my strengths in branding based strategy for a mission-lead company and a product I truly believe in and can passionately share with others. I am an obsessive Uber user and would welcome the chance to apply my skill set to your unique products in market working alongside a first class team.

Work History

June 2016Present

APAC Product Leader - 

Facebook Messenger. 
  •  Regional point of contact between engineering and product marketing managers for APAC region for Facebook Messenger communicating the unique needs of the region for key business partners and consumer user base.

  • Set Go-to-market strategic planning for Facebook Messenger business.

  • Liaise with country heads for APAC markets on 2017 goal setting expectations.

Aug 2014Present

Head of Brand Development, ANZ

Instagram

 

  • First Employee for Instagram in region. Tasked with setting the strategy for business within market, working closely with global offices on alignment and localizing the global mission.
  • Business Development lead on recent product launches within the app experience such as Instagram Stories, Business Accounts, and alpha/beta tests on new initiatives such as Shopping on Instagram.
  • Develop go-to-market strategy, and success metrics for brand new marketing platforms as well as ongoing marketing initiatives to drive adoption of existing products (Industry activations for clients, media and creative agencies and also Consumer facing)
  • Ongoing localization of our global strategy and marketing initiatives across APAC market
  • Understand and consider competitive landscape and target markets in marketing strategies and messaging.
  • Customizing content for and speaking at a number of key industry events as a thought leader in market.
  • Commissioning custom research and insights work to support business marketing needs of the wider AUNZ team.
  • Distill and surface market feedback to global teams for new and existing products
  • Being an evangelist a key strategic partner for Instagram with key external clients across C-Level to cement the Instagram brand within their marketing strategies. Clients include Qantas,  McDonalds, The Iconic, Tourism New Zealand, David Jones, L’Oreal.
Nov 2012Aug 2014

Global Marketing Solutions, Fast Moving Consumer Goods (FMCG), Australia

Facebook 

 

  • Lead contact across Sydney and Melbourne based Tier 1 marketers, including Nike, Procter & Gamble, Unilever, Diageo, Mondelez, Estee Lauder Group, Johnson & Johnson.
  • Building long term strategic relationships from C level down to category lead and brand manager level within clients in branded advertising space. Also working closely with all key agency partners (media, creative agency, PR).
  • Identify and prioritize business opportunities.
  • Partner with Facebook cross-functional teams on structuring and executing operational and strategic initiatives - developing work plans, synthesizing market related data, leading analysis, defining the overall business approach to Facebook’s success in market.
  • Create persuasive presentations using market trends, case studies and internal materials.
  • Exceed growth goals for own set of accounts.
Jan 2012Nov 2012

Landing Team, Facebook Melbourne

Facebook 
  • Assisted in setting up Facebook’s office in Melbourne , growing the office from 2 to 5 Full time employees and assisting in selecting the market’s named account list across all verticals and setting strategy inline with core ANZ business.
  • Activate and project manage social technology programs to fuel revenue for Facebook including but not limited to: Facebook Pages, Platform, Open Graph, Mobile, etc
  • Understand brand strategy and be able to articulate the Facebook positioning within that strategy
Nov 2008Dec 2011

  Media Solutions/Account Management Oct 2008 – Dec 2011

Facebook, EMEA. London Office
  • Lead a small portfolio of Facebook’s top brand and agency partners through all advertising related aspects of their presence on the Facebook platform
  • Work within an account team to develop and grow deeper partnerships with clients.
  • Leverage large and abstract datasets to provide easily understandable and actionable insights for advertising campaigns
  • Work cross-functionally with product, measurement, marketing and engineering teams to build scalable solutions

Education

Mar 2002Dec 2005

Bachelor Of Arts, Psychology

University Of Melbourne

Recent Honours

  • 2016 Ambassador for Go Girl, Go for IT - a Victorian Government initiative aimed at inspiring Secondary School aged girls to pursue further study and a career in Technology related fields.

  • Speaker for second year in a row at the annual Women in Media event hosted in Sydney.

  • Member of 'Connected Women ANZ' - which exists to provide professional women across the Technology and Digital industries opportunities and events to network, share knowledge, seek mentors and build cross-organisational relationships

Key local press pieces for reference around Instagram business where I was spokesperson

1. http://stoppress.co.nz/news/tech-watch-instagram

2. http://www.gq.com.au/entertainment/tech/instagram+launch+3+new+tools+to+help+brands+make+money,43897

3. http://www.smh.com.au/small-business/entrepreneur/instagram-a-boon-for-australian-beauty-businesses-trophy-wife-and-kester-black-20160428-gohhkt.html