Dwayne B
Chief Marketing Officer
Experienced Executive Leader in Marketing, Media & Customer Experience
Summary
Dwayne Birtles is an accomplished Executive Leader with extensive experience in marketing, media, and customer experience. He has a proven track record of spearheading company expansion, enhancing value growth, and driving revenue through multiple channels. Dwayne has effectively managed large marketing budgets, negotiated media agreements directly, and achieved significant savings through internalisation of media activities. His leadership has resulted in notable increases in Total Transaction Value, brand awareness, and customer retention. Dwayne's expertise spans strategic partnerships, analytics, and market penetration strategies.
Experience
SEAM
Founder/CEO (2024 - current)
As the Founder of SEAM, Dwayne brings a diverse and extensive background to help businesses pursue accelerated growth.
Obsessed with data across all facets of business, he uncovers growth opportunities and enhances the efficiency of marketing channels and teams. With a proven track record of success in various roles, Dwayne is dedicated to empowering businesses to realise their potential for rapid growth through strategic, data-driven approaches.
TRIPADEAL
Chief Marketing Officer (2021 - 2024)
Spearheaded TripADeal's expansion strategy, significantly enhancing the company's value growth and positioning it for acquisition by Qantas in June 2024. Managed Marketing, Customer Experience, Partnerships, and Analytics. Achieved rapid growth in Total Transaction Value and increased brand awareness. Managed a $40 million marketing budget and a team of 24 employees.
NEWS CORP AUSTRALIA
Head of Travel (2020 - 2021)
Led the travel network wide strategy and developed marketing solutions to grow revenue and improve business capabilities. Diversified revenue streams, shifted towards digital, and enhanced the travel audience digitally. Developed a 5-year e-commerce strategy and improved profitability in travel advertising.
FLIGHT CENTRE TRAVEL GROUP
Head of Marketing (2019 - 2020)
Leading strategic direction in marketing communications for the Flight Centre brand
- Overseeing the marketing communications department of 85+ team members working across Digital Media & Analytics, Content and Creative, Campaigns, Partnerships, Brand Marketing and Expos
- Responsible for acquiring new customers and retaining existing customer via marketing channels
- Management of the P & L, including media budget for the Flight Centre Marketing department
- Responsible for driving traffic (online and in-store), brand awareness and customer consideration for the Flight Centre brand over our competitors
FLIGHT CENTRE TRAVEL GROUP
Head of Digital Media & Anayltics (2016 - 2019)
Led the digital marketing and analytics portfolio strategy, ensuring the Flight Centre Travel Group leisure brands in Australia fully embraced digital media and accurate analysis of those marketing efforts.
The primary leisure brands I was responsible for were Flight Centre, Travel Associates, Student Flights, Escape Travel, CruiseAbout and My Adventure Travel
The areas of digital media managed by my high performing team included, Performance (Paid Search, Programmatic, Meta search), Search Engine Optimisation, Social Media, Email Marketing, Customer Data, Publisher Partnerships, Online Analytics, Media Measurement, Marketing Automation.
NEWS CORP AUSTRALIA
National Data Commercial Leader (2013 - 2016)
Developed digital audience targeting solutions and achieved record advertising revenue growth. Managed all audience targeting revenue for News Corp Australia. Developed a data roadmap and smarter partnership investments for future data projects.
XCOM MEDIA
Digital Strategy Manager (2011 - 2013)
Managed email marketing strategy for Flight Centre Travel Group brands. Led online marketing activities and built customer journey strategies. Successfully executed campaigns and increased database growth and retention.