Manager - Digital Adoption (February 2014 - January 2016)


At EnergyAustralia I increased and drove sales through online and mobile channels, and worked with cross-functional business units to deliver initiatives and best-in-class customer experiences. In a team of over 15 digital professionals and working closely with the Centre of Excellence, Customer Promise, Customer Experience, Marketing and Campaigns, Brand and Comms, IT, Product and Pricing, Legal and Compliance, Operations, and Contact Centre teams, I delivered:


- Growth of conversion rate from 4% to 13% through optimization, testing, analytics and customer feedback. 

- New capabilities to enhance the customer journey aligning industry trends, key insights and business requirements.

- Successful omni-channel strategy to maximise online, inbound and outbound sales opportunities.


Projects I delivered included a highly-converting geo-targeting strategy (July 2014), a new integrated online sales experience (Feb 2015), and a refreshed home page, the first step of a site restructure (Dec 2015).

Senior Product Manager - eCommerce (April 2012 - February 2014)


Reporting to the CEO and working closely with Marketing, IT and the Contact Centre, I led digital strategy to support core business drivers, increase customer numbers and spend, minimise churn, and improve brand sentiment. I delivered numerous new digital platforms including two iPhone/iPad apps and a customised CMS, grew conversion rate and basket size, and introduced successful cross-channel selling strategies.


Aussie Farmers Direct is an online retailer delivering fresh food and vegetables to serviceable locations using a franchisee network. The operating model provided some exciting challenges with location-specific products and pricing, a subscription-based service, and owner-operators in local areas keen to undertake their own marketing. 

Marketing Manager (August 2011 - March 2012; 8 month contract)


Viva Tags is a technology start-up which, before ApplePay or PayPal, developed a mobile commerce platform using QR code technology. Reporting to the CEO, I delivered a wide range of initiatives, including:


  • Developing the company's brand and value propositions.

  • Researching customer segments and drivers.

  • Marketing strategy for brands, retailers, service providers, as well as consumers.

  • Product development, UX and end-to-end delivery of the iPhone & Android app.

Snr Product Manager - Digital (April 2008  - May 2011)


Personalised Plates Queensland (PPQ) is responsible for the sales and marketing of personalised (specialty) plates in the state of Queensland, with proceeds contributing to road safety efforts. My increasingly key roles at PPQ encompassed a wide range of responsibilities and led to the creation of my last role as Manager - Digital, where I led the channel with: 


  • eCommerce via online and mobiles sales channels.

  • Digital and mobile strategy.

  • Digital marketing encompassing social media, SEO, PPC, display, affiliates, email and SMS.

  • CRM systems and strategy, and additional ICT change opportunities.

  • Agency (eg SapientNitro, Publicis Mojo, Mitchell Media) relationships.

  • A small team, to assist in growing the channel.


Fun fact: In 2010, I also played a key part in PPQ's parent company successfully winning the TxDMV tender to set up their equivalent in the state of Texas. The business was launched as MyPlates and, from what I hear, is still going strong.


eMarketing Product Manager (May 2006 - April 2008)

  • Managed all sales, traffic and trend analysis of the website.

  • Directed, created and published above and below the line digital content (website, email, SMS).

  • Achieved high sales targets, increasing in value and percentage of total revenue over time.

  • Established and grew successful opt-in email programme.


Business Services (Jan 2002 - May 2006)


  • Grew Business Services' revenue by 100% over three years.

  • Initiated new CRM system and moved data to a centralised server.

  • Marketing strategy including online, radio, press, point of sale, call centre, billboards.

  • Defined tailored pricing options and targeted eNewsletter to encourage repeat business.

Internet Marketing Assistant (November 2000 - December 2001)


Dark Blue Sea is one of the leading suppliers of online direct navigation traffic in Australia. My role focused primarily on research, copywriting and driving traffic to various domains using SEO principles. I also set up the intranet using Sharepoint, and the employee records database in Microsoft Access. This was my first 'digital' role, and it led me to fall completely and madly in love with it and the potential it had to shape the future... even though most were saying it was just a 'phase'... #FamousLastWords

Branch & Promotions Coordinator (April 1997 - May 2000)


In addition to writing music features and reviewing records at QUT's newspaper 'Utopia', during university I did a great deal of work experience at records companies such as Universal Music and BMG, as well as street press publication The Scene. My dedication paid off, and I successfully landed a role at EMI Music/Virgin Records when I graduated with my business degree.


My roles over the years at EMI were expansive, and included artist liaison, B2B sales to Queensland retail outlets, point-of-sale development, event coordination, and CRM strategy. Strong relationship management skills were also developed with state-wide media, especially radio and print. Artists on the roster I promoted during my tenure included Spice Girls, Radiohead, Blur, Robbie Williams, Janet Jackson, The Verve, Billie Piper, Eskimo Joe, The Living End, Beastie Boys, The Beatles, The Wiggles, Kasey Chambers, Alex Lloyd, D'Angelo, Lenny Kravitz, Air, and many more.


My time at EMI Music then led me into an exciting few years of band management, which I continued part-time until 2005. It involved liasing with the record company for media and publicity, publishing, APRA & PPCA management, tour booking, merchandise, mailing list and release coordination.

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Senior Product Manager - Digital Marketing (March 2016 - Present)


Working closely with marketing, analytics, IT and prominent third-party vendors, I manage key products including the high-performing email marketing platform. In this role I deliver initiatives to drive channel growth, as well as support many industry-leading programs such as Virtual Artist, in-store Digital Makeover Guides, VIB loyalty program, and Play! by SEPHORA subscription box. 

Most recently, I delivered a high-profile roadmap project with a goal to increase revenue and enhance the client experience for digital marketing channels (email, search, display, social, affiliates) on mobile. Already this has grown conversion rate x2 for one of the channels. 

Collaborating, prioritizing and communicating a clear vision with efficiency and enthusiasm are critical to this role, to deliver results and growth for the business.