Head of Digital and Ecommerce
Salmat
Total years of experience :11 years, 9 Months
Salmat/Netstarter
Increasing revenue though the delivery and execution of the go to market strategy for digital across
online and offline channels as well as building brand equity and identity in market.
Led the marketing segmentation to develop growth opportunities across the business and productise
offerings to clients as well as the B2B eCommerce marketing strategy to target B2B sales and
partnerships
Driving revenue growth through new business for the digital agency while working alongside Sales and
Product teams to operationalise the Sale process.
Respected keynote speaker and mentor while driving thought leadership within the digital industry
Building and launching pioneering Lasoo Voice application in partnership with Google and ownership of
the digital product roadmap for Lasoo.
Developed persona led marketing approach across various segments to aid Sales and Product teams with
“Sales ToolKit” and support
Development of content strategy across owned Social media channels increasing followership and
engagement for the brand as well as building audience
Managing P&L across two businesses and owning the strategic roadmap for Digital & Ecommerce.
Managing several business units to build an omnichannel offering in market including UX/Design, CRO,
SEO/SEM (Search Marketing), Email, Data & analytics, Ecommerce, web development.
Building a data proposition around a proprietary data within a Data Management Platform to look to
build audience segmentation and monetise our first party data.
Owning the onboarding of business intelligence tools and providing value add to clients via data and
insights across catalogue and digital channels.
Responsible for relationships with key vendors such as AWS, Google (BigQuery, Adwords, Analytics),
Magneto, BigCommerce.
Full P&L responsibility. Reduced cost by 15% through delivery efficiencies in offshore development team
Brought the eCommerce and digital marketing business together under the Netstarter brand to
strengthen our proposition as well as building process and internal efficiencies and utilisation
Digital + Technology Collective (formally AIMIA)
Growth of the association in terms of members and brand awareness
Ensuring the fostering and growth of Digital across Australia through education
Redefining the brand and proposition of AIMIA.
RepresentingtheDigitalandTechnologyindustryinAustraliaat boardlevel.
Management of the board and assisting the Chairman.
Advisor to the Australian Government on how to develop Australia’s Digital Economy.
Launch of digital skills assessment to benchmark the industry and offer educational
courses to upskill and provide recognised credentials to digital people
Employsure
Custodian of main revenue and growth channel through digital marketing generating over $4.5m
revenue a month with an ad spend budget of $500, 000
Working with Google Analytics and Kenshoo for bid management whilst bringing Paid Search capability
in house within 6 months and grew in house capabilities across product design, UX, Lifecycle Marketing
and digital marketing including SEO and Social audience marketing.
Managed P&L as well as a large digital marketing budget with consistent positive ROI and growth of
market share
Key driver in the digital strategy and transformation for the whole company and sharing thought
leadership across the global group with key engagement with the Solutions team to interpret strategic
business needs from technology
Developed digital marketing efficiency with a Social, content and SEO strategy to drive organic growth
to generate revenue numbers of $600, 000 a month
Onboarded and championed Marketing Automation and lifecycle marketing through SalesForce
Marketing Cloud by looking to operationlise sales across the acquisition and retention channels
Developed strategy and on boarding new technology across digital marketing and lead nurturing
campaigns through Marketing Automation to enable better conversations and demonstrate value
consistently to existing clients as well as prospects defining both the B2B acquisition and retention
strategy
Managed all digital channels while driving innovative strategies to better utilise customer data and
relevance through CRO, personalisation and retargeting.
mobile users, increasing traffic by 80% increasing mobile engagement by 200%,
community growth increased Facebook x10 - Twitter x6 - LinkedIn x2.
Developed a “Mid-Market” go-to-market digital strategy and enabling the straight through purchasing
of Policies online.
Developed online underwriting capability.
Developed of “Voice for Life” content strategy and blog increased UV’s to 80K, creation of enterprise
digital roadmap to align the business on digital activity and best practice.
Responsible for the management, development and implementation of Digital & Content strategy for
TAL.com.au as well as championing the role of digital within the business.
Delivered the Enterprise Digital Transformation project and re-platforming of award winning website,
managing the relationship across major stakeholders and Deloitte to get the best commercial
outcome.
Authored the key digital acquisition strategy for online at TAL while managing a “Direct to consumer”
brand proposition for Digital to ensure commercial return on investment.
Use of Sitecore 8 CMS and Adobe Experience Manager to develop personalization strategy
Defined the B2C marketing strategy as well as a main contributor to the innovation program delivering
local digital strategy aligning to global digital roadmap.
Built key relationships between the business and technology/IT to ensure frictionless delivery of
business needs and customer value.
Developed capability to execute on user experience and build of prototypes for customer testing and
Innovation.
Developed retail insurance digital experience with ecommerce capability to align with PCI standard.
Contributed to the Innovation framework and customer research strategy.
Provided ongoing digital consultation and support to the business to allow us to move to a customer
centric, digitally enabled business.
Worked closely with internal and external partners to develop digital and data related marketing
strategies to ensure initiative effectiveness and maximise ROI.
Developed retail channel online for new product.
Columbus Australia
Lead the SEO team as well as define our commercial model and marketing proposition
Built the SEO business and securing $800, 000 in new revenue in 6 months as well as onboarding a team
Ensured the integration of technologies and strategies and providing thought leadership on all digital
strategies for clients.
Responsible for the commercial positioning in market of the recent expansion of product offering into UX
and Content and Social as well as integration of these elements into current strategies.
Clients: David Jones, Citibank, CUA, Woolworths
Improved client retention for SEO projects by 70%.
Secured new revenue through SEO projects of $125, 000 in the first 3 months.
Maximised ROI through improvements in online conversion through effective customer journeys and
sales processes.
Clients: NineMSN, Kia, Travelworld, MoneySmart, ING.
CSPO Certified Scrum Product Owner Scrum Alliance