Mark CChief Marketing Officer
An experienced communications multidisciplinarian with the adaptability to switch between sectors, roles and tasks.
Mark's experience spans developing and realising strategies, idea generation, digital and print design production, stakeholder engagement, campaign implementation and reporting. Looking to bring enlightenment and success to those he works with, he aims to inspire through storytelling to communicate value and hands-on investigation to understand problems. Mark's self-motivated and trained via breadth of experience, empathetic to differing needs and perspectives of individuals. He enjoys switching from his camera and a bird book in the rainforest to Sharpies and a campaign whiteboard in the studio.
Digital Experience Director (2021 - current)
Expected outcomes - Lead a dispersed team of digital specialists (including Digital Strategists, Digital Media and SEO Managers, Social Media Community Managers, Web Developers and Integration Specialists) to offer a high-quality service to clients across finance, eCommerce, FMCG, and government sectors; raise the profile of digital experiences as part of the business’ service stack; develop integrated campaigns for clients to achieve business and customer outcomes; build digital capability within the Papua New Guinea office to complement the Australian team; define and implement processes for efficient project management and communications across teams; champion a ‘usercentric’ model in all experiences, guiding clients and staff accordingly.
Designing integrated experiences and outcome-driven campaigns:
In conjunction with the Brand and Customer Experience team, developed a Digital Experience and Communications Strategy. This translated into an ‘Always On’ approach to digital marketing, with social media and digital display campaigns perpetually in-market to generate business leads. Results include a 400% uplift in home loan leads with an average Cost Per Lead of under $5. Digital channels now account for almost 9/10 new customer leads to the business, this was determined through developing campaign tracking and cross-channel metrics, centrally visible in a digital dashboard.
Trialing Direct-To-Consumer eCommerce was one method used to drive business growth in the next 18 months. Collaborating with Prime100’s Sales and Marketing team I mapped and implemented a campaign strategy that encourages new product sampling before nurturing leads towards online purchase. Capturing 1st party customer data aids a long-term goal of increasing brand engagement and building a customer data platform to clearly identify Prime100’s consumer profile. Sampling goals were exceeded halfway through the campaign, and eCommerce and data capture goals are on-track to result in a successful trial.
As a member-first organisation, understanding the requirements of users was critical to the website scoping for Papua New Guinea’s leading super fund. I facilitated stakeholder and member interviews to gather requirements before prioritising them using MoSCoW principles to form a scope document. A key challenge was identifying low levels of financial literacy, unreliable internet access and high data prices that will affect how people interact with the online experience.
Turn Left Distribution
To offer a first-class website experience on a tight budget, I used existing WordPress template libraries as a start point for development efficiency. This strategy meant our team could reallocate budget into the front-end design experience. I collaborated with a designer to create template-based wireframes and a prototype concept using Adobe XD.
Head of Strategy and Growth (2016 - 2021)
Expected outcomes - revenue growth and retention of existing clients, nurture client and team satisfaction, acquisition of new clients, positioning of agency as a thought leader and high calibre delivery partner, successfully planning and prioritise across simultaneous projects, manage and mentor team members, report to management and client services on status of projects.
Agency and Team Continuous Improvement
Provide day-to-day leadership and operational management to the team and business. Standardise and implement agency policies and documentation, including mapping and rationalising workflows and business processes for efficiency.
Rationalised agency brand values to support existing brand purpose and unify agency culture, attitudes and behaviours. Values defined through full-team consultation and validated by all staff. Embedded into internal activities as a lens for decision-making and prioritisation.
Created Digital_Branch, Digital+Health and Health Ally sub-brands for Fusion digital product offering. Identified strategic sector opportunity to pitch and develop consortium app platform for Private Health Insurance, using similar governance model to a successful model established with 18 mutual banks.
Coaching and upskilling of team, empowering them to lead and facilitate sessions with support and systems in place. Encourage appropriate curation of professional development opportunities and sharing of learnings to foster a culture of self-improvement.
Inspiring Through Insights and Setting the Strategic Direction
Growth of strategy team to 4 FTEs. Coach and develop interns into FTEs. Training strategy team members to facilitate sessions to broaden our resource pool. Strategic support to rest of agency, partners and clients - delivering insights, productising solutions, providing mental models to aid context. Development and rationalisation of strategic planning, delivery and review methodologies centred on an Adaptive Strategy model.
Queensland Country, Bank Australia, People’s Choice Credit Union
Extensive stakeholder engagement and facilitation to rationalise strategic direction for digital services. Multiple internal teams consulted with conflicting priorities. Prioritised 25+ streams of work to establish and evolve a digital service platform. Digital acquisition now accounts for 90% of new members for these businesses, with product conversion rates improved by over 60%. Re-engaging with senior leadership to develop the next three years of strategic initiatives in a disrupted delivery landscape due to regulatory and industry legislation change.
Beyond Bank Australia
Partnering with multiple agencies on shared client account, resulting in $millions of potential revenue in home loan leads. Build, test, and learn approach to campaign marketing allowed us to identify trends in digital interaction data and media placements. These insights were used to develop campaign optimisations that increased lead enquiries. The collaboration saved $1/2M in marketing spend through media agency data improvements and $M in new customer leads. Success led to retaining clients for additional three years, with ongoing revenue to agency of +$1/2m yr.
Uncovered sources of consumer leakage in eCommerce platform using website visitor recordings. Insights led to rethink of delivery systems methodology and pilot (in progress) of distribution efficiencies for ‘click and collect’ transactions. Potential to save business $1/4M year in delivery costs and gain projected $2/3M a year in online purchases.
Latrobe Health Services
Collaboration with CMO to develop three-year marketing strategy, enhancing market positioning with brand purpose statement ‘The heart of healthy communities’. Achieved board endorsement of strategy through persuasive presentation and open discussion session on how to capitalise on the use of digital services and platforms.
Fusion insights series
Planning and production of trend reports and thought leadership documentation as targeted lead generation activities. The Mobilising Mutuals report series benchmarks user experience, feature sets, customer feedback, and sentiment from mobile apps for a specific industry sector. Most recent edition downloaded by leads from over 90% of Private Health Funds. A minimal launch budget required leveraging PR coverage through network contacts.
Lead facilitator of design sprints, innovation co-creation sessions, steering committees, and chair of internal team leader sessions. Implemented and optimised suite of facilitation tools - full-day design sprints, intensive 1/2 day opportunity sessions, prioritisation, and problem framing, open canvas ideation, idea-to-impact transition documentation. Facilitation in financial services, education, professional associations, FMCG, private health funds, government, B2B commerce.
‘SmartWaterLab’ - Facilitation and program management
Collaboration with technology partners and six regional water utilities agencies. Aim to uncover ways to use IoT to deliver better data decisions. Potential revenue stream with licensed white-label digital platform. Facilitation feedback 92% positive, used to develop program based at Flinders University New Venture Institute.
South Australia Police - Digital Strategy Collaboration sessions, Media Road Safety Unit
Brought together incumbent delivery team and newly entrenched media team to collaborate on a unified approach to digital communications. Use of Adaptive Strategy to deliver results early and increase stakeholder engagement. Digital Strategy approved and in implementation with Road Safety Centre educational experience a focal area for project pilots.
Allens Linklaters - Digital Client Collaboration session
16 stakeholders across Australia co-created solutions to reverse the trend of negative feedback from clients. Resulted in pilot programs of redesigned extranet, cross-team collaboration tool and client matter data search.
Joust - Fintech reverse auction loan platform pilot
Supporting start-up incubation from business concept to successful acquisition by an existing company. Formalised brand and business name and developed Investor Pack. 60% reduction in pilot scope through the use of prototyping. Planning and delivery of ‘bootstrap’ digital marketing for a proof-of-concept to create initial deal flow, CPA $150/lead.
Lloyd Brothers Wines
Cellar Door Manager (2008 - 2009)
Transition role on arrival in Australia.
Digital Strategist and Print/Digital Designer (2008 - 2016)
Identified opportunity to formalise the agency’s strategy offering - beginning with Motor Accident Commission (MAC) digital strategy in 2012. Primary aim was to shift communications from passive sponsorship to active community involvement and engagement. Overwhelming positive sentiment towards MAC brand and digital platform led to roles created for digital delivery at MAC.
Oversee Discovery and Define phases of major projects - divergent and convergent activities to scope and validate needs, ideas and solutions. Development of a strategic framework and digital insights toolkit for agency projects and client success.
Consulting services for Client Service team - providing insights, and assisting in lead closure to generate new briefs for the studio.
University of Adelaide Research faculties - established consensus on objectives for UoA’s research digital presence. 15 representatives across research schools, business development, industry relations and faculty admin involved in stakeholder interviews, card sorting, high-level user stories, defining common goals.
Defined and rolled out universal User Testing framework for digital services - including rapid user testing surveys for UniSA (saving months of potential development re-work and 46% reduction in bounce rate on key website pages), deep-dive user feedback for Bank Australia (increase conversion rate and reduce negative feedback).
Develop and implement Social Media Communications & Service Guidelines and Framework for People’s Choice Credit Union - facilitate with stakeholders, document best practice and ratify at executive level. Coach frontline staff on content creation and conversation topics.
Recruit and manage interns to capture and document digital insights to support strategic decision-making.
Evolution of brand development workshops and framework, output includes brand identity and collaboration on launch strategy for Torrens University Australia.
WPP AUNZ Business School in conjunction with UNSW - runner-up in lean start-up pitch for horizon 2 revenue stream opportunities with Rapport ‘on-brand bots’ concept. Managed pitch production and business case research across Adelaide, Melbourne and Sydney teams for R U OK? Day.
Initially recruited as a maternity cover contract to art direct and deliver 20 year commemorative book for AARNet. Successfully moved in to permanent role with KPI of learning digital design skills (interface design, UX & basic html).
Supported business development process with pitch decks and idea concepts for campaign and activation awareness and delivery.
Co-managed launch event activations for MAC’s 3-year sponsorship of Schoolies and Tour Down Under - highest attendee recall of event brand sponsors due to sub-branding and engaging activation activities. ‘Safe gear’ merchandise from TDU event still in use by SA commuter cyclists today; 95% uptake of Schoolies app by attendees. Sub-brand and campaign design development, delivery of digital campaign insights.
Campaign production for University of Adelaide, StudyAdelaide and UniSA - student recruitment, international student awareness and MBA lead generation.
Art Director and Producer for photography and video shoots using a mix of self, internal and external production resources and talent (including Anna Meares, Stuart O’Grady, Mick Doohan, university undergraduates and families of road accident victims).
Publication production and launch speaker for ‘State of Digital’ - first survey on consumer internet use in SA. Collaboration with market research agency on survey structure and insight gathering.
Freelance Communications & Design (2005 - current)
Project management of UK and Australia clients, scheduling, invoicing and lead generation.
Print and digital design clients included: AGL, Primary Industries SA, Canon Australia, Australian Centre for Social Innovation, CIDESCO.
Retention of 10 years+ design partnership with UK-based PR Agency.
Key SkillsDigital Marketing Brand Strategy Graphic Design Marketing Analytics Marketing Strategy
Design Sprint Master (2018)
Design Sprint School
Bachelor of Graphic Design & Advertising (2002)
Buckinghamshire New University