About me

A digital marketing professional, skilled at building and leading data-led digital marketing functions, as well as developing, leading and supporting people across the business in digital transformation programmes. Experience spans Asia Pacific, including Australia and Hong Kong, with a reputation for positive disruption, strong team membership, customer centricity, cross silo communication and data analysis for customer insight. Creativity & ideas Digital Transformation Customer Insights Implementation UX Design Leading Project Teams

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Work history

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Head of Web Acquisition and AnayticsDavid Lloyd leisure
Mar 2019Hatfield, United KingdomFull Time
Digital Marketing Platforms Lead and Senior StrategistIBM
May 2016 - Jun 2018Sydney, AustraliaFull Time
• Developed and maintained all customer journeys incorporating digital channels as part of their engagement • Led the A/NZ marketing and communications digital transformation programme to develop customer centric digital capability in the in-country teams, while increasing integration with the digital specialists implementing our digital work in Bangalore, India and Dalian, China • Reduced the IBM A/NZ web footprint by two thirds to improve customer movement through the site, and referrals from earned media, leading to an increase in overall site traffic of 19% and engaged visits of 29% • The web audit process I created was adopted as a framework for the review of the entire ibm.com presence globally (several million web pages) • Introduced a Data Driven Marketing programme, as part of the larger transformation process, for the entire Marketing and Communications team, covering ibm.com, social media activity and the A/NZ blog. Tools included Hotjar, Google Analytics, Optimizely and IBM’s custom Digital Performance Dashboard (powered by CoreMetrics) • Worked with product marketers to create customer personas for greater insight into their solution areas, and enable them to communicate more effectively on digital channels such as IBM’s Marketplace • Introduced and monitored an ongoing programme of work to address UX issues in customer journeys and optimise to increase ROI. On average, an initial product journey optimisation exercise improved conversion rates for products purchased online by 50% • Increased home page traffic by 35% and engaged visits by 47% by setting up a weekly content update process • Set up, tracked and occasionally wrote for the IBM A/NZ blog, while ensuring its content complemented and supported communications going through other channels • Managed a team of four Digital Specialists, based in Bangalore, India

Skills

• Marketing Strategy
• Website Management
• Mobile Applications
• Social Media Management
• Storytelling
• Data Analysis

Education

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Masters in Interactive MultimediaUniversity of Technology, Sydney
Jan 2009 - Jun 2011Sydney, Australia
UX Design basically