Liam L

> Reported to: CEO APAC

> Revenue accountable for: c.$300M AUD across APAC

> Direct / indirect reports: x4-5 direct reports / x120 indirect

> Distribution / verticals: Financial Services across B2C and B2B revenue streams

> Reason for departure: Global restructure and consequent redundancies

Achievements and responsibilities

Overall Executive budget owner managing Heads of Customer Support, Sales, Marketing and Premium Sales.

Delivered strategic review of CFD product lines to streamline portfolio and in line with a new customer segmentation around risk appetite and client skill. Involved intensive collaboration with APAC regulators, internal business leads and product development team. Resulted in product adoption metrics increase of 15% within 3 months of implementation along with a 40% reduction in compliance events in the same time period.

Delivered Contact Centre transformation through Salesforce Service Cloud enablement, Telephony upgrade and integration with Martech (Braze) to reduce AHT (av. handling time) by 7% and deliver an FTE efficiency.

> Reported to: Chairman of the Board

> Annualised revenue run rate: $6-8M AUD

> Direct / indirect reports: n/a

> Distribution / verticals: Influencer/Social/Content/Talent Management

Achievements and responsibilities

Provision of consultancy for new business tenders, sales development and product innovation.

Strategic product roadmap and commercialisation.

> Reported to: CEO (APAC & CAN)

> Budget managed: $45M AUD across AU, NZ, SG, CAN and HK/China markets

> Direct / indirect reports: x11 direct reports / x48 indirect

> Distribution / verticals: Financial Services / Technology across B2C and B2B

Achievements and responsibilities

Overall accountability for both ZH (Mandarin) and English Multi Channel Marketing initiatives to drive new live accounts and reactivation of dormant accounts across both Stockbroking and Contract for Difference (CFD) lines. Delivery: between +5-46% (market dependent) YoY for new customers.

Created a marketing measurement system comprising brand health quantitative data, search demand data and CRO data to create a custom attribution model to support an average 15% reduction in CPA.

Introduced / drove adoption of MarTech use cases within: Braze (Direct client comms), Amplitude, Full Story, Convert (CRO), Salesforce Marketing Cloud, MParticle (CDP), Bynder (DAM) and Ziflow.

Drove a change in organisational design around a ‘Helix structure’ to deliver improved collaboration and empower local Marketing Managers, thereby reducing time to market and lowering Compliance incidents.

Lead for international growth expansion projects such as the launch of 133 new countries, leveraging Joint Business Plans with both Google and Meta to deliver savings to CMC of c. $500k AUD per annum.

> Reported to: CEO and CCO

> Budget managed: $20M AUD across Online, Shopper and Retail

> Direct / indirect reports: x5 direct reports / x24 indirect

> Distribution / verticals: Retail (P&C, Grocery mainline, Grocery Convenience, Gym, Airport) and eComm

Achievements and responsibilities

Relaunched the brand with a re-focused positioning via always-on mass media, driving light buyer penetration and improving media cost efficiency by leveraging Econometric Modelling insights, reducing CAC by 7%.

Led quantitative U&A segmentation and existing customer segmentation in partnership with the Data / Engineering team to enable adaptive bidding in performance media for new customers based on likely Lifetime Value (LTV).

Co-lead in the NPD process, in conjunction with the Head of Commercial and Nutrition. Ensured all product ideation and development was aligned to audience need states and brand positioning, along with constructing P&L/COGs scenarios for both Online & Retail channels. Launched: Ready to Drink range, Salads and ‘Plus’ Size Meals.

> Reported to: CEO UM AU and COO UM AU

> Budget managed: $75M AUD (total annualised client investment)

> Direct / indirect reports: x5 direct / x35 indirect

> Distribution / verticals: Client verticals: Tech, SaaS, Insurance, Banking, FMCG, Fashion, Gov. and Health

Achievements and responsibilities

Key clients: Cochlear, Federal Government, Property Council of QLD, Intuit (QuickBooks), RACQ (Insurance and Banking), Freedom Foods (MilkLab), Menulog (Just Eats), Optus Regional (B2C & B2B), Comvita and H&M.

Delivered the most effective media campaign ever for Intuit (SaaS accounting products), with a Cost per Lead 45% less than historical benchmarks while maintaining lead quality.

Ran all significant ($10M+) local / global bids and represented IPG on the AANA agency selection working group.

Account lead for Health Insurance provider, HBF, responsible for distilling strategic insights from all consumer, market and competitive research to inform creative, media and PR annual plans. Once formulated, created OKRs to grade and prioritise all campaigns; the result was a market share gain of 5% YoY, double the historical rate.

> Reported to: Managing Director

> Budget managed: $115M AUD (total annualised client investment)

> Direct / indirect reports: x4 direct / x20 indirect

> Distribution / verticals: Client verticals: CPG, Retail, Banking, Education and Financial Services

Achievements and responsibilities

Delivered award-winning campaigns with Omnichannel brands: x1 Effie for Long Term Effectiveness for Officeworks (‘18), x1 Effie for best ROI for Officeworks (‘18) and x1 Silver at the Festival of Media APAC (’19) for Specsavers.

Launched Audiology into the ANZ market as part of Specsavers agency remit, which involved rollout of 100 stores in 100 days and promotion of niche medical devices in across mass and 1:1 comms.

> Reported to: Group Business Director

> Budget managed: 35M GBP (total annualised client investment)

> Direct / indirect reports: x2 direct / x5 indirect

> Distribution / verticals: Client verticals: CPG, Retail, Travel and Subscription/eCommerce

Achievements and responsibilities

Account & media planning lead for Amazon and Audible brands - representative of c.35M GBP media investment.