B2C Marketing

I have over 9 years B2C marketing experience at Employment Hero, Supr, Splendrous, Harmoney, American Express and Samsung. My B2C experience encompasses everything from marketing an employment app called Swag, to marketing personal loans, to marketing bank partner Amex campaigns, Amex events and Amex Offers, and managing the Amex Connect website, to creating and managing all digital platforms and digital campaigns for Samsung.

I have managed marketing campaigns across acquisition, content, lifecycle and engagement and retention.

B2C Achievements

• Launch of the Swag brand, app and website at Employment Hero.
• 2+ million Swag app users within 2 years.
• Helped grow Employment Hero to $250M AUD in annual recurring revenue.
• Achieving top 10 in the Business apps in the Apple App Store for Employment Hero Work (formerly Swag).
• Launch of the Hero Wallet in Australia in 2022 at Employment Hero.
• Three Splendrous apps got to #1 in the Apple App Store. Kiwi Slang and Christmas Greetings both got to #1 in Celebrations in the Apple App Store in December 2021, plus Ozzie Slang also made it to #1 in the Australian Apple App Store in March 2024
• Rebrand of Harmoney and the brand launch across Australia and New Zealand.
• 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.
• Management of high profile American Express partnerships, events and Amex brand activations around Sydney such as Amex Vogue Shopping Night Out, Shop Small, Vivid, Amex Open Air Cinema and more.
• Achieving 470% membership growth of the Amex Connect Australia Amex Offers website platform in just over 2 years.
• Excellent email campaign stats at American Express, 2 – 6 times above the industry average.
• A Samsung SEO website audit and recommendations and 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.

Employment Hero

At Employment Hero I’m a Senior Marketing Manager where I’m responsible for marketing the B2C brand Employment Hero Work (formerly Swag swagapp.com) – 4 product pillars of Money, Work, Career, Perks. (Banking platform from Shaype and debit Visas from Placard). I was also responsible for the GTM marketing strategy for the first Employment Hero B2C product Hero Wallet in 2022.

As of January 2025 Swag is now Employment Hero Work.

At Employment Hero I’m responsible for;

• Swag (swagapp.com) brand design and development. Brand management.
• Swag GTM strategy and launch in March 2023.
• Ongoing Swag app marketing: Acquisition, engagement and retention marketing. Lifecycle marketing, feature adoption, product updates, content marketing, social media, and B2B communications.
• B2C strategy: Customer personas, product positioning, research, customer acquisition/engagement/retention strategy, content marketing strategy, product marketing strategy, brand strategy and management.
• Content creation: marketing strategy and copywriting for emails, web pages, blog posts, the Swag app, social media posts, FAQs, terms & conditions, help desk articles and more.
• Creative design: design of mockups in Figma for the Swag website, Swag app, social media, emails and other channels. Canva designs. Mockups for design team briefs.
• Lifecycle CRM: lifecycle marketing programs for the Swag app. Swag Money (Spend account, InstaPay, Apple Pay, and Google Pay), and Swag Benefits, Swag Work, Swag Career.
• Social media: paid social campaigns for Swag (four app pillars). Hero Wallet, Apple Pay, and Google Pay. Owned social media campaigns. View here.
• Partnership management: management of relationships with Shaype, Launchlink, Apple, and Google etc.
• Swag B2B marketing comms to business owners that use Employment Hero payroll and HR solutions.

Swag Website

Employment Hero Website

Swag App

Employment Hero Social Media

At Employment Hero in 2022 I was responsible for launching Hero Wallet in the Money pillar in the Employment Hero app, driving spend wallet opens, spend on Benefits offers, B2B communications to employers that use Employment Hero HR & payroll software, brand campaigns, and customer engagement and retention.

In 2023 I have been responsible for the GTM strategy and launch of a new B2C brand Swag swagapp.com! Swag GTM marketing included; customer personas, brand strategy and design, brand asset creation, Swag website, lifecycle marketing programs, social and website content, Swag app feature engagement and content.

Swag marketing strategy objectives include driving customer acquisition, engagement and retention across all 4 app pillars Money, Work, Career and Benefits. Targets include; driving Swag app downloads, driving app usage and feature engagement, Swag Spend account opens, Swag Spend account funding, Swag Spend account transactions, Swag Spend debit Visa transactions, Apple Pay & Google Pay installation and usage, driving spend on Benefits retail offers, engagement and advocacy for the Swag app by employers (using Employment Hero software for their employees), plus marketing campaigns for Benefits cash back retail offers.

Lifecycle Marketing Emails

Harmoney

From 2021-2022 I was the Senior Marketing Manager at Harmoney reporting into the CMO. I was the owner of the Harmoney marketing and brand strategy and campaign execution to drive growth and revenue across ANZ both BTL & ATL. I was responsible for acquisition marketing, retention marketing, content marketing, brand campaigns and the Harmoney brand. I was responsible for a rebrand of Harmoney and the creation of new brand assets and collateral with an agency Alt. Plus I was responsible for the Harmoney investor relations and awards strategies and campaigns.

At Harmoney I was responsible for acquisition campaigns, partnership/affiliate marketing campaigns, lifecycle marketing, and engagement campaigns. I launched multiple new ATL brand radio & TV ads, Google & Meta acquisition campaigns, lifecycle email marketing, engagement email campaigns, direct mail, and the Harmoney awards strategy.

I designed the 2021 Harmoney Annual Report

American Express

At American Express I worked in Global Network Services as a Marketing Manager for 3.5 years. I managed the B2C marketing strategy and campaigns for bank partners ANZ, CommBank, NAB & Westpac to bank issued Amex card members in Australia.

I was the owner of the Amex loyalty and marketplace Amex Offers platform (retail, travel, entertainment and dining) amexconnect.com.au and managed all Amex Connect marketing campaigns and site content. I grew Amex Connect membership by 470% within two years. Additionally, I managed the merchant fulfilled Amex Offers program.

I managed a major site migration and rebuild of Amex Connect from SDL Tridion to Adobe Experience Manager, achieving an Amex GNP ANZ General Manager’s Award in 2017. 

I managed the Amex Offers on the Westpac Altitude Black website creating pages on the site for Westpac using Kentico.

My marketing strategy was to increase card member engagement, increase spend on Amex cards, increase engagement and spend on offers and increase Amex share of wallet.

At American Express I managed marketing campaigns for for entertainment, travel and dining partners and offers such as; Dimmi (now The Fork), Vivid Sydney, Emirates, Etihad, Stan, Google, Delivero, Click Frenzy, Amex Invites and more. I worked on events and marketed Shop Small, Vogue American Express Fashion’s Night Out, American Express Open Air Cinema and Vivid Sydney.

American Express Bank Partner Marketing

Samsung

While at Samsung I was the country Manager, Digital. I managed all digital channels and campaigns for Samsung NZ. I was responsible for customer acquisition (digital advertising), website maintenance, ecommerce store campaigns, paid and earned social media campaigns and content marketing. I managed the website and e-commerce store, micro-sites, SEO, social media channels, digital advertising (Google Ads & Facebook Ads) and all digital campaigns. Plus localisation of global website marketing campaigns. I lead a team of the Digital Specialist and Graphic Designer.