Work history

Prestige global brands, start-ups,
and self employment

I have many years experience as a senior marketing manager where I have been responsible for marketing strategies, GTM strategies, brand management, growth marketing, engagement marketing, retention marketing, digital and website strategies, design of creative, and campaign execution for prestige brands including; Employment Hero, Supr, Harmoney, Splendrous, CommBank, American Express, Samsung, Nasdaq, Thomson Reuters, and Thomson Financial. I have managed the marketing, digital and design for the APAC region, Australia, or New Zealand.

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

Supr

Supr logo

2025 – Present

I have founded my own side hustle creative business Supr. Supr specialises in writing for publications, design, content and illustration. I’m the Head of Marketing & Creative | Founder of Supr and manage everything across the business.

With a passion for storytelling, at Supr I’m a freelance journalist writing feature articles and advertorials for multiple business and farming publications for both consumer and business audiences for Waterford Press; Business South, Business Central, Business North, Business Rural South, Rural North, NZ Dairy, and more.

Employment Hero (B2C)

2022 – Present

Currently I’m a Senior Marketing Manager responsible for establishing the B2C marketing team and GTM strategy for the first B2C products at Employment Hero. I’m responsible for the ongoing marketing and growth of the Swag brand and Swag app: growth, engagement and retention.

I’ve been responsible for the; Employment Hero Hero Wallet GTM strategy, Swag GTM strategy, product propositions and positioning, research, brand development, competitive analysis, sales enablement, customer communications, brand campaigns, PR, and B2B marketing communications.

I launched the first B2C product directly to consumers – Hero Wallet in 2022. I was responsible for the GTM strategy and brand launch of Employment Hero’s new super app Swag (4 product pillars which are: Money, Work, Career, Benefits) swagapp.com in March 2023 (banking platform from Shaype and debit Visas from Placard). As of January 2025 Swag has now been rebranded to Employment Hero Work.

I manage the ongoing marketing of Swag (now Employment Hero Work) from growth, engagement to retention marketing.

I’m responsible for;

  • Content marketing (social media, email & blog)
  • Paid and owned social media marketing.
  • The build and management of the Swag website and Employment Hero website pages.
  • Swag app content and marketing screens – product updates every two weeks.
  • App feature engagement; Swag Benefits (retail offer campaigns), Money marketing campaigns (Apple Pay, Google Pay, InstaPay (InstaPay earned wage access), Work & Career marketing.
  • Swag Money account lifecycle marketing.
  • Customer service help desk and FAQs.
  • Lifecycle marketing (Employment Hero Work, Swag & Hero Wallet across email and app)
  • B2B2C marketing (B2B comms to SME about Swag & Employment Hero Work).
  • Product marketing (Employment Hero Work, Swag app & Hero Wallet across multiple channels). New product release update communications and feature adoption campaigns.
  • Partner marketing (Apple Pay, Google Pay, retail & service provider offers).
  • Swag & Employment Hero PR.
  • Customer help desk FAQs.
  • Team leadership of 3 people.

The Employment Hero Work / Swag app consists of 4 pillars;

  • Money: financial product marketing for the Employment Hero Work app (previously Swag); Swag Spend Account, Swag Savings Account, InstaPay (access your pay in advance), Apple Pay, Google Pay, money saving offers. In app marketing, content marketing, and lifecycle marketing.
  • Perks/Benefits: marketplace offer marketing, marketplace development, marketing retail offers, marketing superannuation offers, marketing bills offers, marketing insurance offers etc. In app marketing, content marketing, and lifecycle marketing.
  • Career: marketing of career features for the Employment Hero Work app (previously Swag), in app marketing, content marketing, and lifecycle marketing.
  • Work: marketing of work features for the Employment Hero Work app (previously Swag) in app marketing, content marketing, and lifecycle marketing.

Employment Hero Achievements

Below are some of my key achievements at Employment Hero.

  • Achieved 2+ million Swag users within 2 years.
  • Helped grow Employment Hero to $250M AUD in annual recurring revenue.
  • Launch of the Swag brand and app in Australia in March 2023.
  • Launch of the Hero Wallet in Australia in 2022.
  • GTM research and Swag brand design and creation.
  • Swag Website design and build – Figma design, WordPress design and build and agency management.
  • Establishment of a lifecycle marketing programs for Hero Wallet, Apple Pay and Google Pay.
  • Establishment of lifecycle marketing programs for Swag for Money, Benefits, Work and Career (and for Employment Hero Work).
  • Creation of Swag branded marketing templates and collateral for all channels.
  • Employment Hero Work/Swag app feature adoption campaigns.
  • Ongoing product marketing updates.
  • Marketing Swag Benefits/Employment Hero Work Perks
  • Employment Hero Work/Swag app content screens.
  • Launch of the Employment Hero Work app 2025.
  • Launch of the Employment Hero Jobs app 2025.

Splendrous (B2C)

2020 – 2025

In 2020 I founded my own app design business Splendrous specialising in iMessage sticker apps for the iPhone. I’m the Head of Marketing & Product | Founder. I managed everything across the business. I have designed and built 5 Splendrous apps myself end-to-end. The 5 apps that Splendrous has released in the Apple App Store are; Love from, All Talk, Kiwi Slang, Ozzie Slang and Christmas Greetings. In 2023 I released a range of Kiwi slang and Aussie slang clothing, accessories and homeware on Redbubble.

I manage and am responsible for everything in the business; marketing, brand and product, app product design and build, and business management and strategy.

I removed the apps from the app store in October 2024.

Splendrous Achievements

  • Two Splendrous apps Kiwi Slang and Christmas Greetings both got to #1 in Celebrations in the Apple App Store in December 2021 in New Zealand and Australia!
  • Ozzie Slang (formerly called Strayan Slang) also made it to #1 in the Australian Apple App Store in March 2024.

I have known Nicki for many years and she has always shown an innate talent for design and marketing. Nicki has worked for a number of high profile organisations in her career in marketing and digital manager roles. She has also started her own app company showing her entrepreneurial spirit and ability to utilise her skills in a variety of ways. Nicki is a giving person who likes to help others. She is motivated, friendly and hard working making her a valuable asset to any team.

Karen Phelps, Communications Director, Launch Communication.

Harmoney (B2C)

2021 – 2022

Following CommBank 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 brand awareness, growth, retention and revenue across Australia and New Zealand both BTL & ATL. I was responsible for a complete rebrand of Harmoney and the creation of new brand assets and collateral with an agency Alt. I was responsible for new brand radio & TV ads, Google & Meta campaigns, email campaigns, lifecycle marketing, direct mail, affiliate partner marketing strategy and campaigns, investor relations communications, and the Harmoney awards strategy.

Harmoney Achievements

  • Rebrand of Harmoney and the brand launch across Australia and New Zealand with the creation of assets across all channels.
  • Launch of the rebranded Harmoney website.
  • Website SEO project to improve Harmoney’s Google search ranking for personal loans.
  • Lifecycle marketing program review and implementation of new triggered email programs.
  • Event management of Annual Results presentation and meeting and Annual Report.

Commonwealth Bank (B2B)

2019 – 2020

At the CommBank my role was Digital Manager within Business & Private Banking division. I was the digital manager of the CommBank Product & Process Library (PPL) website, and responsible for the launch of the new Compass website (to replace PPL). I also managed the Backlog for the CommSee Commercial Loan digital platform/product. Plus I developed the marketing and content strategy for the Business Loans section of the CommBank website for exisiting customers and acquiring new customers. I managed one internal Developer and an external company of Web Designers and Developers.

CommBank Achievements

  • The build and launch of the new Compass Website on SharePoint.
  • Management of the Product and Process Library website.

American Express (B2C)

2015 – 2018

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 co-brand bank partners ANZ, CommBank, NAB & Westpac to bank issued Amex card members in Australia.

I was the owner of the Amex loyalty and Amex Offers marketplace platform Amex Connect amexconnect.com.au—which contained dining, entertainment, travel and retail offers. I managed all Amex Connect marketing campaigns, partnerships, the merchant fulfilled Amex Offers program, and all website content.

I managed partner and brand marketing campaigns including; Amex Invites, Dimmi, Click Frenzy, Stan, Amex Vogue Shopping Night Out, Shop Small, Vivid, Amex Open Air Cinema (now Disney+ Open Air Cinema) and more. I also worked on Amex brand activations around Sydney such as Vogue American Express Fashion’s Night Out, Vivid, American Express Open Air Cinema, Shop Small and more.

I managed the merchant fulfilled offers program for Amex Connect and worked with retail, travel, dining and entertainment partners to promote their offers to Amex card members. At Amex I grew the number of bank issued Amex cards, increased engagement and spend, and grew share of wallet. At Amex I lead a digital Customer Service Professional and intern Marketing Coordinators.

At Amex I managed many monthly Amex Connect email campaigns, managed the Amex Connect website and was responsible for the digital strategy and content on the site, Amex Invites email campaigns, Amex brand email campaigns, Amex merchant partner email campaigns, Google Ad campaigns, social media campaigns, merchant fulfilled offer campaigns, Amex fulfilled offer campaigns, bank partner marketing campaigns (lifecycle marketing playbook, email campaigns, web banners, website content, brochures, statement inserts, direct mail, ATM screens and more).

American Express Achievements

  • 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 record engagement of the Shop Small Campaign for the 4 banks; ANZ, CommBank, NAB & Westpac, and Shop Small marketing to amexconnect.com.au members.
  • Management and ownership of the Amex Connect Amex Offers platform and website.
  • Achieved 470% membership growth of the Amex Connect Australia Amex Offers website platform in just over 2 years.
  • Excellent email campaign stats 2 – 6 times above the industry average.
  • Program management of the merchant fulfilled Amex offers program for bank card members.
  • Partner marketing campaigns with; Stan, Dimmi (The Fork), Click Frenzy, Emirates, Etihad and more.
  • Highly successful Big 4 Bank partner marketing campaigns (ANZ, CommBank, NAB & Westpac). I managed a hugely successful Westpac marketing campaign targeting inactive card members and got them spending on their Amex cards at Woolworths and multiple retailers. Multiple annual Shop Small campaigns with bank partners, card member engagement and awareness campaigns with Westpac.
  • Creation of Lifecycle Marketing Playbooks for each of the Big 4 Banks.
  • At Amex I grew the number of co-brand bank issued Amex cards in market, increased engagement and Card Member spend, and grew share of wallet.
  • Marketing campaign management of Amex events and event management of; Shop Small, American Express Openair Cinema, Vogue American Express Shopping Night Out, Vivid Sydney.
  • Top ranked Google search for Amex Connect. Excellent website SEO.

Samsung (B2C & B2B)

2015

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

Samsung Achievements

  • 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.
  • A Samsung SEO website audit and recommendations and improved Samsung website search performance.

Thomson Financial, Thomson Reuters & Nasdaq (B2B)

Nasdaq 2013 – 2015 | Thomson Reuters 2008 – 2013 | Thomson Financial 2007 – 2008

At Nasdaq, Thomson Reuters and Thomson Financial for over 8.5 years I was the Marketing Manager, APAC – through two company acquisitions (Thomson Financial acquired Reuters and became Thomson Reuters, and later the Corporate Solutions division of Thomson Reuters was acquired by Nasdaq). I was responsible for managing the marketing in the APAC region for the Corporate Solutions division (Australia, New Zealand, Hong Kong, Singapore, South Korea and Japan).

At Nasdaq, Thomson Reuters and Thomson Financial I managed and executed both the marketing and design for the APAC region. I marketed Corporate Solutions products and services in the Asia Pacific region to organisations including; investor relations solution SaaS subscription product Thomson ONE IR (now Nasdaq IR Insight), IR Advisory Services, IR websites & IR webcasts, business intelligence solutions SaaS subscription products Thomson ONE Corporate Research, Thomson ONE Corporate Development and Thomson ONE Corporate Intelligence (now LSEG Thomson ONE Wealth), board and governance solutions – including Nasdaq SaaS product BoardVantage Board Portal and BWise (now owned by SAI Global)) and multimedia solutions – including SaaS product Multimedia Centre Platform (now owned by Intrado) and iShowcase.

I managed partnerships and industry association sponsorships, speakers and booths at the AIRA Investor Relations Annual Conference and Awards dinner and the HKIRA Annual Conference and Awards dinner, and the Rainmaker Annual Conference among various industry events.

I managed the marketing end-to-end from marketing strategy to copywriting, design and campaign execution across all channels. In these roles I led marketing interns and marketing coordinators on marketing campaigns, and production teams for thought leadership and partner webinars and events.

At Nasdaq, Thomson Reuters and Thomson Financial I was responsible for the marketing across all channels BTL and ATL end-to-end (including the copywriting and design); digital ads, Google Ads, LinkedIn Ads, branded goods, website content, blog content, micro-sites, email campaigns, webinars, fact sheets, product guides, case studies, white papers, direct mail, print ads, events and more.

I directly managed Nicki at Nasdaq, and I also was a colleague of Nicki’s at Thomson Reuters and Thomson Financial. In Nicki’s role as Marketing Manager for both Thomson Reuters and Nasdaq Corporate Solutions APAC, Nicki was responsible for managing the marketing and design needs for the APAC region. She was responsible for; product marketing, lifecycle marketing, content marketing, brand marketing, and sales resources and marketing collateral. She also managed brand partnerships and sponsorships and thought leadership webinars and events. I found Nicki to be very resourceful with a limited budget, hard-working, had a quick turnaround and was reliable. Nicki worked well with other stakeholders, was pro-active, had an eye for detail, and was a lot of fun to work with. I wouldn’t hesitate to recommend Nicki for further employment.

Sean Cookson, Vice President of Sales – Pacific and South East Asia, Nasdaq.

Nasdaq And Thomson Reuters Achievements

  • Gold Thomson Reuters Above & Beyond Award in 2013 for the launch of Multimedia Channel Partner Program product.
  • Platinum Thomson Reuters Above & Beyond Award in 2012 for negotiating a new sponsorship agreement and saving Thomson Reuters over $10,000 and gaining 5 joint webinars per year.
  • Rebranding and launching of Thomson Financial Corporate Solutions to Thomson Reuters Corporate Solutions in the APAC region. Rebranding Thomson Reuters Corporate Solutions to Nasdaq OMX and later Nasdaq in the APAC region.
  • GTM strategy & launch a new Board and Governance SaaS product BoardVantage and other board solutions in the Asia Pacific region.
  • Achieving year on year revenue growth of 20 – 25% each year.
  • Industry event booth management. Management of the Nasdaq, Thomson Reuters & Thomson Financial conference booth and event speakers at the AIRA & HKIRA Annual Conference. Management of the annual sponsorship of both the Australasian Investor Relations Association & the Hong Kong Investor Relations Association and their Annual IR Award Dinners.
  • Management of the Rainmaker and Financial News Network relationships.
  • Management of thought leadership events and webinars for Nasdaq, Thomson Reuters and Thomson Financial and joint industry partner events.