Mercedes-Benz Australia/Pacific | January 2018 - Present

An essential team member implementing future digital solutions for Mercedes-Benz Passenger Cars Australia, with an emphasis on integrating a Salesforce technology stack and maximising data-driven marketing capabilities. Strong focus on customer experiences, underpinned by connected digital systems and utilising meaningful analytics to validate business responses and decisions. Personally recognised within the wider business team as an SFMC and CRM Data Expert, supporting three other business units within their digital transformation journey (Vans, Aftersales, Finance)

MB Passenger Cars Marketing Representative for the Salesforce CRM rollout project in a scrum methodology

• Acknowledged by the regional product owner as being highly proficient and instrumental to the success of the project 

• Recognised as the strongest business contributor in identifying system defects, missed by the solution design team, during end-to-end user testing 

• Active contributor in defining business user stories and being the voice of the customer when reviewing customer experience 

• Go-to business expert of the system, customer data touch-points, system rules and connections to validate changing business processes and marketing capability

Project-managed the implementation and rollout of Salesforce Marketing Cloud

• Defined, approved and tested the solution architecture and account configurations

• End business user of SFMC. Supported new agencies in the understanding of our data landscape and system setup. Frequently solving problems that our agency has been unable to answer. 

• Collaborate with stakeholders to ensure the solution encompasses all business needs and is future proof for their evolution into automation

Execute campaigns and customer journeys, refined via data-driven insights

• Refine and execute repurchase customer journey by utilising analytical modelling to segment customers, nurturing them through the purchasing funnel

• Delivered over fifty 1:1 campaigns, utilising highly personalised communication journeys, with extensive audience selection and streaming to deliver the right message at the right time to the right customer 

• 1:1 Marketing representative in the project team delivering on the long lead launch (12 months) for Mercedes-Benz first electric vehicle – the EQC. Overcame unforeseen challenges in the roll out of the agency model, arguably the largest change to occur to the business in its 61 years in Australia 

Other responsibilities

• Work collaboratively within our diverse agency landscape

• Support and educate our retailer network of over 70 dealerships across AU & NZ

• Assist other business units to achieve their 1:1 customer marketing goals

• Manage Intern’s project workload and up-skilling

• Maintain and reconcile the team’s budget tracker 

• Graphic Designer and member of the Corporate Social Responsibility Squad

​

L’Oréal Australia & New Zealand | August 2016 - December 2017

Working as the only direct report to both the CRM Director and Media Director accelerated my knowledge and immersion into data driven marketing to deliver an omni-channel approach throughout the customer journey and ignited my passion for precision marketing. 

Built future proof infrastructure to advance L’Oréal’s CRM capabilities

• Assisted the development of CRM infrastructure across 25 global brands in pursuit of consumer-centricity

• Transformed L’Oréal’s Single Customer View into a trusted source of consumer data, across 20 Australian and 7 New Zealand brands, totalling 2.7Million customer records

• Designed standardised landing page templates, resulting in the improved validity of captured data and reduced build time by 70%. Built dynamically to cater to all brands

• Re-engineered and optimised the eDM campaign briefing process, resulting in improved efficiencies and increased monthly output by more than 20%

• Designed dashboards to enable greater reporting and visualisation, enabling L'Oréal's first insight into the relationship between campaign performance and ecommerce impact

• Led an inferred consent project that resulted in 447k records being reattributed with an opted in status 

Analysed and advised on customer journeys, segmentation and data cleansing

• Go-to Salesforce Marketing Cloud expert, one of only two admins at L’Oréal ANZ

• Constructed the blueprints for standardised welcome journeys across multiple consumer touch points

• Revamped and expanded the existing Replenishment triggered campaigns

• Strategised and prepared for a re-engagement and win-back campaign for over 1.5Million consumers

• Advanced the existing consumer purchase flags, creating robust customer segments, enabling tailored communication, leading to a 28% increase in open rates

• Utilised basic SQL codes to segment audiences to improve campaign message targeting by retailer, engagement levels, acquisition source, customer status, age, and recency of acquisition

• Routinely and independently audit agency output, resulting in the discovery of 30k missing customers

• Active Audiences champion, conduit between media agency and customer data to enable precision marketing

Provide media insights, with a focus on digital video performance

• Established 2017 & 2018 KPI benchmarks, moving L'Oréal towards viewability metrics, through Moat championship. Resulted in ANZ achieving highest viewability scores in APAC

• Executed a media sufficiency study, to identify the required spend relevant to the campaigns, objective, platform and content, incorporating an understanding of on-target performance and view-ability across online channels. Resulting in a change in TV buy ($1.6M in savings), enforced minimum spend, maximum content lengths, targeting, and content use 

• ANZ Digital Cockpit champion. Implementing transition of business critical dashboards to DOMO. Validating data sources from Google Analytics, Facebook, Instagram and YouTube

Faculty of Business and Economics, The University of Melbourne | January 2016 - June 2016

• Selected to be one of 12 Graduate student ambassadors for the Faculty of Business and Economics

• Role includes cultivating a cohort experience, fostering cross cultural engagement, encouraging professional and personal development and contributing to social impact in the wider student community

• Responsible for responding to students, contributing content, participating in faculty recruitment, orientation and welcome initiatives, and management of allocated week events

Classic Projects Designer Builders | March 2013 - June 2016

• Employed part time as administration assistant in an architectural and construction firm

• Support architect with in-house design

• Redesigned the company website and developed YouTube videos

• Designed letterheads, business cards and promotional material as part of the company’s brand image update. Responsible for basic administrative duties, filing, answering emails, phone calls

• Undertook the meticulous process of digitizing and archiving all company records

• Implemented a company wide scheduling program, Smartsheet, to time manage multiple projects. Developed professional office manner, communication and team bonding skills

Princess Pictures | November 2015 - February 2016

• Undertook research into the Australian Film and TV industry to produce a marketing report and strategy for Princess Pictures

• Developed a 24-month promotional and marketing schedule for Year 12 Diaries, an ABC3 production

• Managed group of 7 interns, both interstate and abroad, acting as liaison between supervisor and the team

• Responsible for team performance and deadlines

Center for Innovation and Commercialisation | July 2015 - November 2015

First Project: Sigma Pharmacy

• Collaborated with a team in developing a report and presentation regarding improvements to be made in the pharmaceutical industry with the implementations of the National Disability Insurance Scheme (NDIS)

• Presented results and recommendations to Nostra Data, Sigma Pharmacy and members of the Victorian Government. Worked with a team to consolidate previous market research and industry data into a cohesive document

​

Second Project: Carers Victoria

• Generated a report and infographics to be presented to members of the Carers Victoria board regarding their state wide Education and Training programs

Melbourne Business School Student Association | July 2015 - November 2015

• Managed 24 marketing campaigns and publicity materials for the Melbourne Business School Student Association. The majority endorsed and 2 later adopted by the Faculty of Business and Economics

• Instigated the “Humans of MBS” campaign, officially endorsed by the University, and being run as a paid acquisition strategy, November 2017

• Responsible for marketing team management, developing schedules and content plans for weekly events

• Managed website content and updates

• Managed brand image and positioning by maintaining internal and external relationships

QBE Insurance Malaysia | July 2015

• Generated a report and presentation analysing the competitiveness of QBE insurance products within small and medium entities, receiving praise from the COO and key stakeholders

• Addressed competitor comparisons, distribution channel trends, industry outlooks and formed a range of recommendations

Melbourne Business School Student Association | July 2014 - June 2015

• Designed all promotional materials for 28 events, with exceptional feedback from the Dean

• Undertook the task of redesigning and branding the website, endorsed by the faculty as best in class

• Worked within a brief, met deadlines and liaised with Educational Enrichment Services for approval of content 

• Promoted events and material through social media channels

• Developed professional networking skills