Global Marketing Director (2022 - current)
Customer Acquisition Strategies
Head of Marketing (2020 - 2022)
Transitioned the marketing strategy from only traditional channels to a digital-first approach including Facebook and LinkedIn Live events, AdWords, SEO, content marketing, webinars, and proactive live chat.
Introduced a long-term brand-building campaign resulting in product consideration increasing 7% QOQ.
Lead, motivated and mentored a high-performing team.
Improved attendance rate for booked demos from 50-73% automating where possible and working with sales to implement processes and procedures.
Championed the introduction of Intercom (live chat and chatbot workflows) to improve user experience and increase website conversion by 10%.
Rolled out thought leadership webinar program, with the best performing webinar achieving over 1,000 registrations.
Created content marketing strategy to aid SEO efforts, increasing website traffic by 152% YOY.
Established lead scoring processes and workflows to better prioritise leads for sales.
Head of Marketing (2018 - 2020)
Analysed and optimised channels and identified new opportunities, refining the strategy for each market segment and campaign based on results/data.
Collaborated with ELT and agencies to devise overall strategy and implementation, in line with marketing and business objectives.
Created a consistent, engaging rollout of the new brand, strategy ensuring a unified brand experience/guidelines.
Developed and delivered an effective content strategy as part of the overarching SEO strategy (203% growth) and digital value proposition.
Generated an increase in incremental revenue of $847,750 (annually and $8.03m over customer lifetime).
Implemented digital lead generation, marketing automation, lead nurturing campaigns/workflows, improved lead journeys, and increased utilisation of existing CRM (Salesforce).
Increased lead generation/customer acquisition by 275% YOY.
Optimised SEM channels to reduce CPA from $80+ to less than $2.50 per booking.
Rolled out digital consult solution to 50+ sites within a week and achieved 40% adoption rate within a week of going live.
Starkey and Ihear
Group Marketing Manager (2016 - 2018)
508% increase in monthly retail leads generated online.
Achieved 75% market penetration within 6 months of NPD launch.
Doubled social media following over a six-month period.
Established structured, scalable processes.
Events management of trade shows, training, and international conferences.
Grew strategic partnerships by 39% YOY (unit and revenue growth).
Implemented content strategy that doubled organic site traffic.
Increased market share from 5% to 7% in 12 months.
Initiated and implemented the internal creative services approach, creating a secondary $100k revenue stream from marketing services annually.
New product development roadmaps and GTM plans, including creating collateral, launch packs, and training (internal and external).
Optimised lead generation to decrease CPA from $250+ to $30 a lead.
Reduced CPA by 77% and 29% respectively for B2B and B2C leads awareness, lead generation, strategic growth and revenue.
Provided strategic direction for marketing, brands and collaborating with peers in the SLT to set the direction for the wider organisation.