Marketing Achievements

Marketing Achievements

• Acquiring 2 million Swag users within 2 years at Employment Hero.
• Helped grow Employment Hero to $250M AUD in annual recurring revenue.
• Swag is always in the Top 10 Business apps in the Apple App Store (Employment Hero).
• Launch of my Supr brand and website, and achieving a cover feature story with my first published story for Waterford Press in Business Rural North Winter 2025.
• Launch of the Swag brand, app and website at Employment Hero creating a new brand with Twist, Dash Digital and the Employment Hero product and design teams.
• Rebrand of Harmoney and the brand launch across Australia and New Zealand. Increased brand awareness with an increase of 70% for new loan originations from Australian customers. Loan originations for the year were $472m, an increase of $217m (85%) on the prior year.
• Increasing revenue achieving profitability at Harmoney.
• New lifecycle marketing programs increasing repeat revenue from existing customers at Harmoney.
• Launch of my Splendrous brand, website and 5 iMessage apps; Kiwi Slang, Ozzie Slang, All Talk, Love from and Christmas Greetings.
• In my own business Splendrous, Kiwi Slang and Christmas Greetings both made it to #1 in the New Zealand and Australian Apple App Stores in December 2021. Ozzie Slang (previously called Strayan Slang) also made it to #1 in the Australian Apple App Store in March 2024.
• The build and launch of the Compass website at CommBank.
• I achieved 470% growth in membership of the Amex Offers American Express Connect website at American Express (travel, retail, entertainment and dining offers marketplace).
• Increasing bank issued Amex cards in market, spend on card and share of wallet across the big four banks at American Express.
• Increasing Amex Offer engagement and redemption while at American Express.
• Growing the merchant fulfilled offer program while at American Express.
• 20 – 25% YOY growth at Nasdaq, Thomson Reuters and Thomson Financial.
• Amex GNP ANZ General Manager’s Award 2017 for the Amex Connect Website migration from SDL Tridion and the new website build of Amex Connect on Adobe Experience Manager.
• Amex GNP ANZ General Manager’s Award 2015 for the management and huge engagement of the Shop Small Campaign for the 4 banks; ANZ, CommBank, NAB & Westpac, and Shop Small marketing to amexconnect.com.au members.
• A Samsung SEO website audit and recommendations with improved Samsung website SEO performance.
• At Samsung I was responsible for managing the redesign of the Apps section of the website, and was also responsible for managing the redesign of the Business section of the website.
• Gold Thomson Reuters Above & Beyond Award 2013. For the creation and launch of Multimedia Channel Partner Program branded marketing material, microsite and resources.
• Platinum Thomson Reuters Above & Beyond Award 2012. For negotiating a new AIRA sponsorship agreement and saving Thomson Reuters over $10,000.
• I managed a rebrand of Thomson Reuters Corporate Solutions to Nasdaq in 2013.
• I managed a rebrand of Thomson Financial Corporate Solutions to Thomson Reuters in 2008.

Employment Hero

Situation

I am the Senior Marketing Manager of the B2C marketing team at Employment Hero. 

Employment Hero sell B2B HR and payroll SaaS solutions to small to medium sized businesses to manage their employees, job vacancies and payroll.

I was tasked with the brand development, GTM strategy, launch of a new B2C sub-brand Swag and the Swag app (now renamed Employment Hero Work) for Employment Hero. The Swag app consisted of four pillars; Work, Money, Career and Benefits and is for employees who work for an employer that uses Employment Hero HR software or for applicants who have applied for a role at an employer who uses Employment Hero’s job application platform.

Task

To develop the Swag brand, GTM strategy, and launch the Swag app across all channels. To acquire 1 million customers in Australia via multiple channels within 12 months.

Action

I developed the new Swag brand and brand assets for all channels with multiple agencies and the internal brand and design teams. Agencies included Twist and Dash Digital.

I helped develop the Swag app with the Employment Hero product team.

Acquisition: I created multiple acquisition campaigns; promoted social posts, paid social, PR, blog content, case studies, webinars, events, and B2B2C marketing communications.

Acquisition and Engagement: I created app marketing campaigns across; the Swag app—onboarding app content and app feature engagement, lifecycle marketing programs, social media posts, blog content, Swag website, B2B2C marketing communications, customer service FAQs and more.

Engagement & Retention: I created lifecycle marketing programs for job applicants in the Career part of the app, and for employees in the Work app user base—the two main user types of the Swag app.

Ongoing marketing of the Employment Hero Swag app.

Ongoing app feature engagement across all aspects of the Employment Hero Swag app; Work, Career, Perks and Money.

Result

Successful launch of the Swag brand, app and website. Multiple PR pieces in the media.

• Acquired 2 million Swag app users within 2 years.
• Helped grow Employment Hero to $250M AUD in annual recurring revenue (2025).
• Achieved a Top Ten Business app in the Apple App Store and Google Play.
• Helped create a highly successful app, engaged app user base and key product offering to small to medium sized businesses for their employees.

Harmoney

Situation

I was the Senior Marketing Manager at Harmoney. Harmoney wanted to expand their customer base in Australia.

Task

To grow new customer acquisition in Australia via multiple channels as a new target market.

Action

I managed a complete Harmoney rebrand with a fresh new updated brand, brand messaging, and new creative across all channels. Creating new loan personas using Australian models photographed in Sydney to be the face of each personal loan type. I directed an agency Alt to create new collections of Google, Bing and Meta ads with creative and messaging that I wrote that resonated with the Australian audience. Working with the Performance Media Manager at Harmoney to run these ads and keep modifying them based on performance.

Additionally we ran brand campaigns across TV and radio in NZ along with standard performance ads and retargeting to increase revenue in NZ.

Plus I managed an awards strategy, brand presence and partnership emails on loan comparison websites with Ratecity, Canstar, WeMoney, Finder, Mozo, Moneyhub and more.

Created new lifecycle marketing programs to increase new loan originations from customers.

Result

70% New loan originations from Australian customers. Loan originations for the year were $472m, an increase of $217m (85%) on the prior year. The increase was led by new customer originations of $303m, up 122% as the Group’s proprietary Stellare® marketing model continued attracting record numbers of new customers 100% direct online. Existing customers added $170m in growth originations, up 42% on prior year. New customers later return for future needs, at minimal additional marketing cost due to the direct customer relationship.

American Express

Situation

I was a Marketing Manager at American Express and managed the Amex offers and loyalty website Amex Connect.

Task

To grow the American Express Amex Connect website amongst bank issued Amex card members to 100,000 within 12 months. To provide awareness of benefits, offers and engagement with Amex issued card members.

Action

The design and execution of paid Google and Meta ads with Ogilvy.

Creation of lifecycle marketing playbooks for the big 4 banks ANZ, CommBank, Westpac and NAB. 

Partner marketing with the big 4 banks that issued Amex cards across multiple channels; website email, banner ads, Westpac Altitude Black website pages, social media posts, ATM screens, credit card statement inserts and more.

Creation of a constant pipeline of new Amex fulfilled and merchant fulfilled offers for Amex Connect.

Promotion of Amex Connect and Amex Offers on community offer platform Oz Bargain and the Westpac Altitude Black website.

Promotion by the big 4 banks of Amex’s annual Shop Small Campaign across multiple bank channels; website email, banner ads, Westpac Altitude Black website pages, social media posts, ATM screens, credit card statement inserts and more.

Result

I achieved 470% growth in membership of the Amex Offers American Express Connect website at American Express (travel, retail, entertainment and dining offers marketplace) within 2 years. Amex GNP ANZ General Manager’s Award 2017 for the Amex Connect Website migration from SDL Tridion and the new website build of Amex Connect on Adobe Experience Manager.

Amex GNP ANZ General Manager’s Award 2015 for the management and huge engagement of the Shop Small Campaign for the 4 banks; ANZ, CommBank, NAB & Westpac, and Shop Small marketing to amexconnect.com.au members.

Increased bank issued cards in market, share of wallet and card spend.