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Career Highlights. 

Revenue: Helped increase monthly revenue from email automation by 115% for one of the undisclosed companies I've worked for.

ROI & Inovation: Initiated one of the first implementations of two-way SMS with Marketo for News Corp Ausralia's classifieds and event departments.

Summary of results:

✅ SMS proved to be 7x more effective than emails

✅ Reduced SMS campaigns deployment time from 4 to 6 hours to 10 to 30 minutes

✅ GDPR-proof with an automated data and subscription management via an SMS Centre

✅ Saved the business up to 40% of SMS costs due to the flexibility of switching gateway providers

✅ Leveraged two-way SMS to fast-track the Event check-in process, which saw over 60% of attendees confirm their check-in before arriving to the venue. This meant event organisers could time the start of the event more effectively.

✅ Conceptualised the creation of a Vodafone Business Collateral iPad Application for Sales Reps (in 2011) to showcase brochure content to customers and act as a lead generation tool. This not only increased leads for the business, but also reduced print costs by more than $55K.

Lead Generation: Managed the complete overhaul and relaunch of vodafone.com.au/business, resulting in a 279% increase in leads generated and 103% increase in online ales within just 6 months from launch.


B2B Marketing Awards 2017: Best Use of Customer Insight

Developed and executed a successful Account Based Marketing strategy that:

  • Identified the best fit accounts to target
  • Compiled detailed analysis of the decision-making units (DMUs) in those accounts, creating robust personas
  • Built/repurposed content by persona and stage of the buying cycle to ensure it addressed their precise pain points
  • This strategy resulted in: $1.5m worth of sales pipeline and the campaign is now moving into phase two of account acceleration for those highly engaged accounts
  • ROI of $10.5:$1 and a 1371% increase in AOV

Marketo Revvie Awards 2016: Marketing Team of the Year, Enterprise [Finalist]

Awarded to the enterprise marketing team who has demonstrated a strong ability to engage more effectively with customers, better contribute to the sales pipeline, and make a positive impact on revenue or on sales and marketing alignment.

PANPA Advertising & Marketing Awards 2015: Trade Campaign of the Year

The News Xtend Digital Masterclass event program was awarded Trade Campaign of the Year 2015 for National / Metropolitan Titles during the PANPA Advertising & Marketing Awards.

Leveraging marketing automation platform, Marketo, I developed and automated a full scale event management program from invitation to evaluation across all event locations.

Through appropriate opportunity and revenue tracking using Salesforce the campaign saw the following results:

  • ROI of almost 3000% in just 4 weeks post-event
  • 217% above revenue target
  • 79% Customer Satisfaction Rating
  • Open Rates were 25% above Industry average
  • Click to Open Rates were 4.5% above Industry average


Lead the implementation of Marketo at News Corp Australia by upskilling the marketing managers across the country. After approximately 1 year of tenure, we had approximately 1,000 automated campaigns that drove revenue into the business.

Improved operational efficiencies within my direct Marketing Team by approximately 60% by automating the campaign briefing and project management process through the use of Google Apps and Zapier.


  • Marketo Certified Consultant

  • Marketo Certified Expert

  • Conversational Sales certified by Drift

  • Conversational Marketing certified by Drift

  • Salesforce Trailhead: 32 Badges with 10,200 points

  • Publications

    Authored a chapter on "Social Media ROI :: What Is It & How Do You Measure It?" in the book titled "The Experts Guide to Social Media Marketing: Leverage the power of social media", published by Mithra Publishing 2013.



    Founded the charitable event, Surfers In A Dress, which raised over $36,000 to help more than 122 young girls in Sierra Leone, West Africa gain access to education.

    Developed a Case Study that assessed the impact of the Surfers In A Dress campaign and derived valuable insights for other One Girl campaigners looking to optimise their charitable events.

    Over the 5 years of running the event, Surfers In A Dress had been featured on Channel 7 Sunrise (twice), SBS News, News.com.au, Herald Sun, the Daily Telegraph, Melbourne Radio, and we made it onto the front page of the Sydney Morning Herald. The event helped build a supportive community of likeminded surfers and friends in the Bondi Beach area. To this day, OneGirl still features Surfers In A Dress photo and video content to promote their future donation drives.

    OneGirl Sydney Community Ambassador



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