Phoebe O

Primarily responsible for the global marketing strategy alongside the founder of the business, and the execution of the entire marketing strategy inline with the brand vision and marketing budget.

Responsible for the promotional calendar and product launches from the marketing end - ensuring that each product launch is successful from a financial point of view and can generate recurring revenue through new and returning customer interest and acquisition.

Drive brand transformation through improving digital presence of the company (campaigns, social) - increased interest and awareness of the brand in the demographic aged 18-24 while retaining churning 25 - 34s.

Improved social presence of the business through optimising current social media channels, Instagram and Tik Tok, while creating new processes for creative to ensure that content is best in class.

Additionally, also built an in-house content studio for the business to ensure that business needs can be catered to in an efficient manner in-house while saving cost.

Improved TOFU and MOFU advertising strategy through improving creative and audience segmentation, ensuring that CPA and ROAS (1:5 - 1:10) are always suitable for the business while staying within profit margins guidelines.

Improved and optimised performance of PR team by transforming current processes for contracting and utilising influencers - moving to a commission-based strategy which has proven to be 100% successful as compared to previous model. Initiated a media strategy through cultivating meaningful relationships with the press to ensure that the brand stays top of mind and always relevant.

Responsible for the management and delivery of all front-facing digital products within the company - including but not limited to the B2C and B2B websites, as well as assisting with operational systems.

Responsible for delivering all localised websites for new regions - including but not limited to AU, EU, UK and CA, in the past year while working with the operations team to ensure that all backend systems are connected and tested.

Primarily responsible for revenue through B2C websites - ensuring that the websites are consistently optimised for its users while responding to the various marketing traffic channels that are driving traffic consistently. New features that were added in the past year include lead gen-focused Shade Finder that allowed for strategic new customer acquisition, the Loving Tan Rewards Program, and a website branded refresh.

Also responsible for the SEO strategy for the individual localised websites - ensuring that competitor research is being consistently performed and ensuring that our branded pages are ranking against competitors.

Primarily responsible for retention as a key driver of growth through email marketing and the loyalty program - optimised current email marketing channel to ensure that deliverability and open rates are best in class, driving consistent revenue to becoming a key contributor to sales targets. Improved purchased rate for current customers from the previous 1.67 to the current 1.89 within the span of one financial year.

Managed eCommerce, Advertising, PR, Social Media and creative disciplines within the marketing team while working with external contractors to ensure business needs are being met. Grew, mentored and coached the marketing team from a team of 4 to the current 13.

Primarily responsible for HiSmileteeth.com, the world's biggest home teeth whitening eCommerce company.

Responsible for key metrics such as revenue, conversion rates, AOV, total number of orders. As part of this key pillar, I am also responsible for the delivery of all front-facing digital products within the company.

Primarily responsible for Retention as a key driver of growth - kickstarted HiSmile's email marketing team and currently driving an additional $400k in sales per month via EDMs. Responsible for continuously driving additional revenue for the business, as well as converting new customers into advocates of the brand.

Primarily responsible for Campaign Conception and Execution - introduced Campaigns as a key driver of revenue into the company business strategy. Responsible for launching various HiSmile campaigns, such as Black Friday, Cyber Monday, Gifts and Sets digital product launch, Valentine's Day, and more.

Managed the most diverse and unified team at HiSmile - inclusive of UIUX, Graphic Design, Email Marketing and Front/Back end development within the eCommerce umbrella to consistently assist the company with hitting major milestones.

Product Manager to all of Youfoodz's digital products - Youfoodz.com (Shopify's global top 10 ecommerce stores), the Youfoodz Apps (iOS/Android), YFWholesale.com, and Wheywhip.com, Dogfoodz.com.

Three fundamental aspects to role - sales and revenue, cross-functional project management, front-end and app project delivery.

Sales and revenue - overseeing and coordinating campaigns and promotional calendars alongside optimising site and product conversion rate.

Managing tactical sales to hit revenue targets - $2.2M/week.

Front-end/App project delivery - leading the Front End & App team through the Product Owner role, prioritisation and management of epics and sprints.

Cross-functional team management - leading the UX, Front End, App and Product Management team to success through a clear vision and strategy that is achieved through constant negotiation with stakeholders and the wider business.

Lead Account Manager for Khemistry's biggest clients - QSuper, Energy Queensland, Ergon Energy, Brisbane City Council, City of Gold Coast, Southern Cross University, JBS Australia, Paint Place, etc.

Driving the creative agenda - ensuring that the client's needs are well represented. Inspiring the creative team through well-researched and insightful briefs.

Contributing to creative reviews to ensure best-in-class work were delivered.

Project managed the largest number of client briefs - ensuring that client work was managed from briefing all the way to delivery, delivering 4x the volume of work of any other Account Service personnel.

Managing small-scale production processes and supporting large-scale productions.

Worked with external media agencies to coordinate and launch client campaigns.

Team lead for Marketing and User Acquisition on product team.

Defined and designed product marketing strategy (from development to release) for Fruit Ninja Fight Built and optimised product user acquisition funnel, with a strong focus on global acquisition and retention (D1 to D30), while supporting referral and revenue.

Reviewed and identified weaknesses in the product funnel, and provided same-day optimisations with the wider team to drive conversions.

Designed, A/B tested and optimised product storefronts Defined & implemented solution for defining Fruit Ninja Fight's product-market fit - 500% market demand. Implemented user acquisition campaigns through mobile advertising and Facebook/YouTube advertising (CPI - USD$0.55 onwards).

Executed marketing tactical work, such as the coordination and implementation of digital marketing campaigns - customer journeys, email, in-app messaging, etc - with a focus on increasing conversion rates.

Managed and coordinated initiatives with key partners - Apple, Google, Amazon and more - secured platform featuring and pre-registration commitment from Google before product launch.

Defined and crafted the meaning & standards for brands, along with evangelising process across the company.

Defined and implemented a process for user research within the company, along with evangelising process across the company.