About me

What I do

I specialise in developing strategies and solutions that enhance marketing results and create scalable growth systems. My customised approach for each client may include:

• Strategy development: collaboration with CEOs, founders, boards, investors and marketing teams to develop strategies that maximise ROI.
• Improving marketing results: enhancing marketing results through strategic insights and tailored solutions.
• Creating growth systems for scaling businesses: design of growth systems that enable businesses to scale effectively and sustainably.
• Strategic alignment of sales and marketing: alignment of sales and marketing through a seamless integration of people, processes and technology to exceed business objectives.
• Investment gap analysis: gap analysis to evaluate planned marketing and sales investments for optimal effectiveness and return on investment.
• Building marketing capability in-house: development of in-house marketing capabilities to empower teams and drive results.
• Diagnostic for identifying barriers to growth: conduct diagnostics to clearly identify and address barriers to growth.

Education, qualifications and awards

• Graduate of the Australian Institute of Company Directors, GAICD
• Bachelor’s Degree in Commerce
• Chief Marketing Officer of the Year 2022, Australian Marketing Institute
• Hubspot Partner Certified
• I have built and sold three businesses including a marketing agency, a Philippines-based outsourcing company and a skincare brand.

Proven success

• Revenue growth: Delivered $16 million in new business revenue by tripling lead volumes, reducing cost per acquisition by 41% and improving sales conversion, from prior FY result of $4 million.
• Built value into growth systems: Contributed to embedding growth systems into the sales and marketing strategy, leading to the group’s acquisition in late 2021 for $1.1 billion.
• Marketing and sales transformation: Introduced a system to measure and optimise cost per lead, cost per acquisition, lead volume, and sales conversion while implementing significant changes to marketing and sales systems for long-term value. Retained high- performing staff, managed stakeholders globally and contributed to the company winning the Australian National Growth Company Awards in 2021.
• Strategic demand generation: successfully created growth systems and aligned previously disconnected teams, resulting in hitting both top-line revenue goals and EBITDA targets for FY22.