MARKETING PORTFOLIO

Marketing Strategy
B2B Marketing
B2C Marketing
Partnership Marketing
Brand Marketing
Acquisition Marketing
Engagement Marketing
Retention Marketing
Loyalty Marketing
Website Management

---

Click to view larger

HEAD OF MARKETING · SENIOR MARKETING LEADER · SYDNEY & AUCKLAND

Senior Marketing Leader Who Owns The Customer Experience

19+ years driving growth for global brands — from American Express and Nasdaq to Employment Hero and VeVe. Equal parts strategist and maker: I set the vision, write the copy, design the campaigns, and deliver results—or lead the team executing. B2B or B2C, start-up or enterprise, I’ve scaled teams, grown revenues, and built brands from scratch.

---

---

WHAT I BRING

Strategy Backed By Hands-on Execution

I’ve led marketing at every level — setting GTM strategy with CCOs and CMOs, then rolling up my sleeves to design the campaign, write the copy, and execute the campaign. I bring deep expertise across brand, growth, digital, product and lifecycle marketing for both B2B SaaS and B2C consumer brands.

My approach is data-informed and customer-led: strategy shaped by business objectives, campaign results, AI insights, competitor intelligence and market trends.

---

Thank you Nicki for your consistent and thorough management of Amex Connect. And for sharing your knowledge and skills as we evolve Connect to a new format and platform. You are key to the success of this programme and I very much appreciate your efforts. Thanks.

Jennifer Berthold, Vice President, General Manager, Global Network Services, American Express.

---

Marketing Strategy and Achievements

I have extensive marketing leadership and strategy experience and have been responsible for marketing strategies, GTM strategies, brand management, growth marketing, engagement marketing, retention marketing, loyalty programs, digital and website strategies, design of creative, and campaign execution for prestige brands and start-ups including; VeVe, Employment Hero, Supr, Harmoney, Splendrous, CommBank, American Express, Samsung, Nasdaq, Thomson Reuters, and Thomson Financial—in Sydney and Auckland. I bring deep expertise across both B2B (9yrs) and B2C (10yrs) marketing.

My marketing strategy is informed by business objectives, data, previous campaign results, customer insights, AI insights, competitor activity, events and market trends.

Products and services that I have marketed include; a collecting and entertainment platform and app, SaaS corporate solutions (business intelligence, investor relations, board & governance and multimedia solutions), SaaS products, mobile apps, Amex Offers (retail, travel, dining & entertainment), personal loans, credit cards, payments, banking products, retail electronics, financial products, work, career and HR solutions.

Achieving Business Goals

I have had many targets and KPIs over the years across acquisition, engagement and retention including; revenue targets, new customer acquisitions/growth targets, SaaS software subscriptions, cross selling and upselling targets, repeat business targets, increasing loyalty, website membership targets, app download targets, inactive customers reactivated targets, accounts opened, credit cards in market, share of wallet, credit card transactions, Amex Offer engagement, Apple Pay or Google Pay installed and used, benefits used, engagement and spend on offers, spend on card, CX & UX improvements, brand awareness, content engagement targets, ecommerce sales targets and more.

My results for email campaigns at Amex were also well above the industry averages. The average email open rate was 46% and was even as high as 68% on some occasions!

Marketing Achievements

Some of my marketing achievements are;

CORE EXPERTISE

Where I Create Impact

Nine years across B2B and ten years across B2C — with a rare ability to go deep in both.

---

Creative Copywriting and Design

I have extensive campaign management experience and have managed campaigns end-to-end in all of my roles. I possess excellent copywriting and design skills and have written copy in all of my marketing roles across all channels. In several of my roles (Nasdaq, Thomson Reuters and Thomson Financial) I was also responsible for executing the graphic design and web design using the Adobe Creative Cloud suite myself, as well as managing the marketing strategy. I would come up with the marketing strategy, write copy, design for digital or print and do the reporting end-to-end.

An example of my web design and copywriting can be seen on the VeVe Comics landing page below.

Beyond marketing, I have a rich background in design and web development. I have led design teams and collaborated with external agencies on projects like the Swag brand development and Swag website using Twist and Dash Digital for Employment Hero, and a rebrand using Alt for Harmoney. I’m proficient with tools such as Figma, Adobe Creative Cloud and Canva have been instrumental in creating wireframes, email designs, app content, web pages, graphics, social media posts and many more. At Harmoney I wrote and designed email campaigns, direct mail brochures, paid ads and the Annual Report.

I have created content for all channels; emails, in app / or product, website and blog, case studies, white papers, social media, webinars, and events for both B2B and B2C audiences.

View a case study example Westmead Case Study pdf.

I previously had my own side hustle creative business Supr. Supr specialised in all things creative; writing for publications, design, and illustration.

With a passion for storytelling and entertainment, I was a contributing journalist for Waterford Press for my business Supr. I wrote feature articles and advertorials for various business and farming publications. I designed my Supr brand and website.

In all of my marketing roles I have briefed in either internal design teams or managed and briefed in external creative and PR agencies such as; Ogilvy, Lavender, Alt, Publicis, Marcel, Vivaki, Sprinklr, Launchlink, Kaimera and worked with partners / suppliers such as; Experian, Dokio, Google, Meta, Shaype, Apple, Google Pay, Egentic, Credit Savvy, Ratecity, Canstar, Finder and many more.

---

B2B Marketing

I have over 9 years B2B marketing experience. I managed the B2B marketing for the Asia Pacific region for Nasdaq, Thomson Reuters, and Thomson Financial in the Corporate Solutions division for over 8 years. I managed the marketing for Australia, New Zealand, Hong Kong, Singapore, Japan and South Korea. SaaS products and solutions marketed included; investor relations solutions, business intelligence solutions, board and governance solutions and multimedia solutions.

I have also have B2B marketing experience at Employment Hero—engaging small to medium businesses to promote the Swag app/Employment Hero Work to their employees, and improve their understanding of the Swag products. I also was responsible for B2B marketing at CommBank—business loans and overdrafts website and lifecycle marketing.

---

B2C Marketing

I have over 10 years B2C marketing experience at VeVe, Employment Hero, Supr, Splendrous, Harmoney, American Express, and Samsung. My B2C experience encompasses everything from; marketing a digital entertainment and collecting platform, an employment app called Swag—consisting of Work, Career, Money & Benefits/Perks (now Employment Hero Work), to marketing personal loans, rebranding Harmoney, to marketing bank partner American Express card campaigns, marketing Amex events, marketing Amex Offers, managing the Amex Connect (Amex Offers marketplace) website, to creating and managing all digital platforms and digital campaigns for Samsung.

My B2C marketing projects reflect my ability to connect with consumers through compelling campaigns and innovative design. My work demonstrates a keen understanding of market trends and consumer behaviour, leading to successful product launches, brand awareness, increased acquisition, engagement and retention.

Partnership Marketing

I have extensive partnership management and marketing experience across both B2B and B2C.

At Employment Hero I’ve managed partnerships and relationships with Shaype, Launchlink, Apple, and Google etc.

At Harmoney I managed partnerships and awards strategies—loan comparison sites and award sites: Canstar, Ratecity, Credit Savvy, Egentic, MoneyHub and more. I also managed partnerships with Google and Meta.

At American Express I managed bank partnership marketing with ANZ, CommBank, NAB & Westpac. I delivered American Express Card multi-channel marketing campaigns to bank issued Amex card members across Australia for the big four banks.

I have excellent experience managing high profile American Express B2C partnerships, events and Amex brand activations around Sydney such as Amex Vogue Shopping Night Out, Shop Small, Vivid, Amex Open Air Cinema and more.

At Nasdaq, Thomson Reuters, and Thomson Financial I managed B2B brand sponsorships, brand campaigns, conferences, event booths, thought leadership events (and webinars) and partnerships with industry partners; Australasian Investor Relations Association, The Hong Kong Investor Relations Association, Wholesale Investor and Finance News Network.

Brand Development and Management

Brand Marketing and Management

I possess extensive brand development, management and marketing experience. I have designed and launched brands (either myself, with an agency or internal design team), developing the brand identity and assets, and brand positioning for VeVe, Employment Hero, Harmoney, Supr, and Splendrous.

I have grown brand awareness and brand loyalty in all roles, and been responsible for the GTM strategy of brand launches for VeVe, Employment Hero, Harmoney, Supr and Splendrous.

I have managed rebrands for Harmoney, Nasdaq, and Thomson Reuters. I have also been the brand guardian and created brand guidelines in multiple roles, and been a brand ambassador at Thomson Reuters.

I have been responsible for the brand positioning, brand identity, understanding the market and customer, writing key USPs, creating the brand messaging, developing the visual identity, designing brand templates and more.

I have managed brands, rebrands, GTM brand launches, and executed brand campaigns for prestigious brands including; Employment Hero, Harmoney, American Express, Nasdaq and Thomson Reuters.

At Employment Hero we created and launched a new sub-brand Swag in 2023. I worked with Twist to develop the brand.

At Harmoney I managed a rebrand/redesign with an external agency Alt. At both companies I created a new brand architecture including; brand guidelines, new brand logo, brand tone of voice, marketing collateral and templates for all channels (digital and print), new website, new digital ad sets, OOH, new TV ads and radio. View the Harmoney brand guidelines from the rebrand that I managed here.

I managed marketing communications for Harmoney, working with the CEO, CFO and CMO across the Annual Report, annual results, the website, press releases, and any shareholder presentations and documents.

Harmoney 1H22 Half Year Report

Harmoney Annual Report

At American Express I managed brand marketing campaigns and brand activations around Sydney including for; Amex Invites, Amex Vogue Shopping Night Out, Shop Small, Vivid, American Express Open Air Cinema (now Disney+ Open Air Cinema) and more. I also managed brand partnership marketing campaigns between American Express and the banks that issued Amex cards at; ANZ, CommBank, NAB and Westpac.

Click to view larger

American Express Connect Amex Offers website

I recently started my own creative business Supr specialising in writing, illustration and design—where I’m a freelance journalist for Waterford Press. I was responsible for all aspects of the Supr brand—the brand identity and logo, and the website.

I launched my own app business brand Splendrous in 2021. I was responsible for all aspects of the brand name, brand design and app design and builds.

I managed the brand and was a brand ambassador in the APAC region for; Nasdaq, Thomson Reuters and Thomson Financial. I rebranded Thomson Financial marketing collateral and assets to Thomson Reuters (Corporate Solutions) when Thomson Financial acquired Reuters and became Thomson Reuters, and also rebranded Thomson Reuters (Corporate Solutions) marketing collateral and assets to Nasdaq when acquired by Nasdaq.

I have managed many brand partnerships with industry bodies, comparison sites/affiliates and partner companies. I have managed many brand campaigns and activations across social, email, search advertising, websites, and events for multiple employers.

---

Thank you for your outstanding contribution to the sponsorship and activation of Vogue American Express Fashion Night Out. Your dedication, professionalism and positive attitude lead to an amazing event for both the Amex Brand and our Card Members. The successful communication and execution of the multi merchant offer delivered the strongest results outside of Shop Small and it wouldn’t have been possible without your amazing help.

Naysla Edwards, Vice President – Brand, Charge Products & Experiences, PCS, International Consumer Services, American Express.

---

Brand Marketing Examples

Click to view larger

Brand ATL TV Ads & Digital Video

Brand ATL Billboards OOH

Brand ATL Direct Mail & Print Advertising

I have managed multiple direct marketing campaigns for multiple global brands including Harmoney, American Express, Nasdaq, Thomson Reuters and Thomson Financial. Printed campaigns and marketing collateral included; direct mail, brochures, product guides, annual reports, postcards, signage for events and print ads.

Harmoney 1H22 Half Year Report

Harmoney Annual Report

Growth and Acquisition Marketing

Growth Examples

Click to view larger

I have been responsible for growth marketing in all roles apart from CommBank. Growth goals have been to increase revenue by; growing app downloads, growing website memberships, growing credit cards in market / personal loans and SaaS software subscriptions, engagement and spend on Amex Offers, growing share of wallet at Amex, growing Amex cards in market, growing app feature engagement, cross selling products and more.

Click to view larger

Strategies have included growing the business via brand awareness campaigns, content marketing (including blogs, social media, case studies, white papers and email), influencer and partnership marketing, social media, cross-sell campaigns, affiliate marketing, referral programs, events, paid digital advertising, award strategies, a strong presence on comparison websites and ATL advertising.

Click to view larger

Channels have included; Google search advertising, Meta campaigns, Bing ads, social media, PR, radio ads, tv ads, OOH, SEO, print advertising, direct mail drops, webinars and thought leadership events and more.

Growth Examples

Click to view larger

Case Study Example: Westmead Case Study pdf

Acquisition and Retention via Events

I have extensive event marketing and management experience across B2B and B2C.

At American Express I managed B2C partner and brand marketing campaigns and activations including for; Amex Invites, Amex Vogue Shopping Night Out, Shop Small, Vivid, Amex Open Air Cinema (now Disney+ Open Air Cinema) and more.

Event Marketing Examples

Click to view larger

At Harmoney I managed company Annual Results Announcement events, created company presentations and created the Harmoney Annual Report.

At Nasdaq, Thomson Reuters and Thomson Financial I was responsible for managing owned B2B thought leadership events and webinars. I was responsible for the creation of content, organisation of speakers, event coordination, event marketing, catering and more.

I also managed sponsorships, partnerships, and events with AIRA, HKIRA, Rainmaker, Wholesale Investor and Financial News Network to raise brand awareness and drive acquisition and engagement. I managed the sponsorships, conference booths and event speakers at the annual conferences, plus sponsorship of AIRA Awards Dinners & HKIRA Awards Dinners.

Click to view larger

Acquisition via Partnerships

At Harmoney I managed acquisition marketing campaigns with partner comparison and ratings websites; RateCity, Egentic, Finder, Clearscore, Canstar and Credit Savvy.

At Nasdaq, Thomson Reuters and Thomson Financial I managed industry association sponsorships with AIRA and HKIRA, and relationships with the Finance News Network, Rainmaker, Wholesale Investor and others.

Marketing channels when working with these partners have included; email campaigns, social media, websites, webinars, direct mail, sponsorships, conferences and events.

Engagement & Loyalty Marketing

I have excellent copy writing and design skills and have written and designed content for many different channels and purposes – from acquisition, engagement to retention. I have created content to encourage app or product feature adoption, to drive acquisition, to increase brand awareness, for PR, to provide customer service, to educate customers, as an engagement strategy, to drive repeat business and retention, to cross sell, to tell a brand story and more.

I have designed, written, created and managed content across multiple channels including in all of my roles including; app content, website content, blog content, annual reports and market updates, social posts, email campaigns, webinars, events, videos, product guides, FAQs, help desk content, case studies and white papers to name a few.

Lifecycle Marketing & User Journeys

In many of my roles I’ve created multiple lifecycle marketing programs at companies including; Employment Hero, Harmoney, American Express, Nasdaq, Thomson Reuters and Thomson Financial.

While at American Express I created lifecycle marketing playbooks with agency Marcel for each of the bank partners; ANZ, CommBank, NAB and Westpac.

Click to view larger

Amex Connect Loyalty Website

Click to view larger

The American Express Connect and Westpac Altitude Black Websites

I have extensive loyalty marketing experience over multiple roles including at American Express where I managed the merchant fulfilled Amex Offers loyalty program (dining, entertainment, shopping and travel offers), and Amex Offers loyalty marketplace website American Express Connect for bank issued Amex card members. I also managed the Amex Offers on the Westpac Altitude Black website.

I worked directly with merchants and partners to manage merchant fulfilled Amex Connect offer campaigns for them across the Amex Connect website, email, and the Westpac Altitude Black website. I also worked with Global Merchant Services at American Express on Amex fulfilled Amex Offer campaigns across Amex Connect, paid social media and email.

Additionally, I managed all of the bank partners promotion of loyalty promotions and brand events such as the annual Amex Shop Small campaign, Vivid Sydney, Amex Openair Cinema and more.

I was awarded an Amex GNP General Manager’s Award in 2015 for managing the Shop Small campaign with the bank partners in bank channels and across Amex Connect channels.

Bank Engagement Campaigns

At Amex I managed multiple bank partner loyalty and engagement campaigns targeting bank Amex card members; such as the Westpac ‘Know When It’s Best to American Express’ campaign and ‘Turn Bills Into Rewards’ campaigns.

Westpac Turn Bills Into Rewards DL Direct Mail

A spend stimulation campaign promoting recurring billing as a way to earn American Express points.

Westpac Know When It’s Best To American Express DL Direct Mail

Education campaign about example places that you can earn American Express points in key spend categories.

Product Marketing: App Feature Adoption Screens/UX Writing

I have been responsible for UX writing at American Express, CommBank, Harmoney and Employment Hero writing UX copy for digital products, websites and apps.

At Employment Hero I wrote for the Swag and Employment Hero Work apps on key screens about new feature releases, marketing promo pages, instructional pages, app update carousel pages, FAQs (on the separate Employment Hero Help Desk), and app product onboarding pages.

At Harmoney I wrote for the personal loan product application funnel. At CommBank I wrote for the new Compass website that she helped create, and at American Express I wrote for the Amex Connect Amex Offers loyalty website platform; FAQs, website about pages, and merchant fulfilled Amex Offer pages.

Retention Marketing

While at American Express I managed a retention marketing campaign targeting inactive Westpac American Express card members with an exclusive Woolworths offer where card members could spend $40 at Woolworths and get $10 back up to 5 times to get customers active and get their Amex card front of wallet.

Westpac Inactive American Express Campaign

To encourage retention and repeat personal loans at Harmoney I managed multiple campaigns throughout the year around key events such as Easter, Winter, the New Year and Christmas, as well as the standard loan lifecycle marketing.

Click to view larger

Website Management

With my design degree Bachelor of Design (Visual Communication), several other design qualifications, and my previous career as a designer I have many years of website design experience. I also have extensive experience managing and creating corporate websites as a Marketing Manager and Digital Manager.

Aside from my own design businesses, I previously worked for 3 years as a digital designer & developer designing and building digital training and educational courses and interactive games at interactive companies in New Zealand and Australia at Cadre Design, The Learning Group and Sunshine Multimedia.

In my own business Splendrous recently designed and built 5 iMessage apps – 3 of which reached #1 in the Apple App Store, plus the website for my own businesses Supr and Splendrous.

I have managed and built many websites, been responsible for the digital and content strategy, the UX & UI, the backlog, plus SEO for major global brands including at; VeVe, Employment Hero (and sub-brand Swag), Supr, Harmoney, American Express, CommBank, Samsung, Nasdaq, Thomson Reuters and Thomson Financial.

I also managed the Amex content on the Westpac Altitude Black website.

I have designed, written and built many landing pages for acquisition campaigns. Some of my latest pages as the Head of Growth marketing have been at VeVe.

At Employment Hero I managed the new design and build (including writing and designing content) of the new Swag website designed and built for Employment Hero by Dash Digital. I also created multiple pages on the Employment Hero website, in the Employment Hero product platform and Employment Hero website Help Desk content pages.

While at Harmoney I was responsible for a complete rebrand including a redesign of the Harmoney website and customer loan application portal (with the product team).

At American Express I managed the loyalty and Amex Offers website amexconnect.com.au and all Amex Connect marketing campaigns to members, plus bank partner marketing American Express card campaigns directly with the big four banks. The Amex Connect website was for bank issued Amex card members (ANZ, CommBank, NAB & Westpac).

I grew the membership of Amex Connect by 470% within two years.

While at American Express I re-platformed and rebuilt Amex Connect from SDL Tridion CMS to Adobe Experience Manager and the new website UX resulted in a 30% reduction in customer requests for assistance, achieving an Amex GNP ANZ General Manager’s Award in 2017. 

For CommBank I managed the Product & Process Library website and was responsible for the build of a new replacement website Compass with a new streamlined user experience with new tools.

At Samsung I managed the New Zealand Samsung website, ecommerce store, landing pages, Google Ads and Social Media. I was responsible for managing the rebuild of the B2B section of the site.

I also managed websites, blogs, webinars and microsites for Nasdaq, Thomson Reuters and Thomson Financial.

My website software CMS and other website related skills include; Adobe Creative Suite, Adobe Experience Manager, Adobe Analytics, Google Analytics, WordPress, Blogger, Google Sites, SDL Tridion, Kentico, SharePoint & SilverStripe, Figma, Canva, Confluence, Jira and many more.

Websites

Employment Hero
Harmoney
Supr
Splendrous
American Express Connect
Samsung
Nasdaq
Thomson Reuters
Peter Woodlock

Website Achievements

Website Examples

Click to view larger