Sydney, New South Wales, Australia
I am a strategic and resourceful marketing and advertising professional with 18+ years of global industry experience spanning South Africa, the US and Australia. I have led award-winning campaigns for BMW of North America and Toyota Motor Corporation Australia. I am passionate about all things loyalty with a particular focus on business and customer value generation, CX enhancement, technology enablement and the best practice collection/use of data to maximise opportunities for insight, targeting, segmentation, personalisation and commercialisation. About Loyalty & Reward Co: Loyalty & Reward Co is the world’s only global pure-play loyalty consultancy, with offices in New York, London, Tokyo, Sydney and Melbourne. Over the past 13 years, our global team of loyalty experts has delivered impactful loyalty programs for 160+ of the world’s leading brands across every major industry. We believe the most effective loyalty programs don’t just reward customers, they drive meaningful behaviours and measurable business value. Our data-driven, customer-focused approach is designed to deliver seven core business outcomes: acquisition, spend, engagement, retention, cost savings, advocacy, and insight. Together, these outcomes maximise member lifetime value and drive long-term commercial performance. Our obsession with loyalty defines us. We continuously study loyalty psychology, program performance, and emerging industry trends to challenge conventions and deliver better results for our clients. We help clients succeed through end-to-end services and expert guidance across six key areas: - Design – We design world-leading loyalty programs guided by proprietary best-practice principles - Implement – We deliver end-to-end program execution and seamless customer experiences - Evolve – We transform existing programs into high-performing, sustainable engagement engines - Audit – We measure performance, track ROI, and benchmark to identify opportunities for improvement - Innovate – We bring cutting-edge thinking through continuous global benchmarking of programs and platforms - Educate – We share expertise through thought leadership, advisory, courses, and have written multiple books Our services span loyalty strategy and design, data and analytics, commercial modelling, platform and technology advisory, partner sourcing, and emerging areas. For more information, visit our website at www.loyaltyrewardco.com
As a Senior Strategy Consultant, I am primarily responsible for leading consulting projects. This includes the comprehensive design, audit and redesign of loyalty programs using Loyalty & Reward Co methodologies across in-depth discovery, ideation, validation, program implementation and ongoing evolution. I have had the opportunity to consult to over 45+ diverse brands across multiple categories globally. Additional responsibilities include business development, marketing, data governance, building relationships with trusted platform partners and loyalty education through presenting modules of Loyalty & Reward Co’s Loyalty Programs: The Complete Masterclass, the world’s leading education course on loyalty marketing, customer loyalty psychology and loyalty program design.
Clients: Stockland, Network Ten, News Corp, Lifesight, CoreLogic, Eyeota, Liveramp, Amgen, Frasers Property, Customer Service NSW As Head of Customer Success my responsibilities included working proactively with clients to gain the most value out of smrtr's products and solutions to help them meet their business objectives. I was also responsible for contract and license renewals as well as organic growth of our existing client business. Key responsibilities: - Responsible for client renewals, up-sell, cross-sell and NPS measures for all existing clients. - Partner with Stockland research and insights teams to bring data driven strategies to life aligned to their strategic roadmap across residential and commercial retail. - Drive data commercialisation opportunities for key clients and data partners. - Collaborate with partnership and product teams to ensure client needs are met with new and existing data partners as well as accounted for in the smrtr product roadmap. - Work with sales and solutions teams to ensure Customer Success is introduced at the right time of engagement and that the onboarding process is seamless. - Liaise with media agencies, platforms and publishers to ensure smrtr audiences were available for activation, provision of sales collateral to empower sales teams and lastly to ensure revenue share agreements are secured and maintained. - New business lead generation and opportunity identification for the sales and solutions teams.
Primary client: GSK As PeopleCloud Director responsibilities included strategically driving PeopleCloud platform usage and capability as well as delivering audience insights and activation on an ID level through the platform. Additionally, ensuring clients were using the platform to its full extent and that use cases were being strategically developed and implemented to meet business objectives and commitments on regional and global levels. Additional responsibilities outside of PeopleCloud included feeding in to the Epsilon ANZ go-to-market approach for the region with Epsilon ANZ CEO and Epsilon Sales lead as well as data partnership coordination for Digitas on Tourism Australia client. Key responsibilities: - Architect data-driven audience strategies, campaign design, testing opportunities/hypothesis and execution within PeopleCloud leveraging 1st and 3rd party data. - Develop detailed use cases for PeopleCloud across key client brands and ownership of the roadmap. - Work with Platform GSK (media agency) digital, business and strategy leads on proposed use cases to ensure brand objectives, budgets, timings and ROAS are agreed on and met. - Develop and grow client relationships across Media, Brand, Digital, etc. - Maintained relationships with data, technology and publisher partners - Assessment of future data partnerships with providers who may plug existing data gaps. - Liaised with regional and global media, data and PeopleCloud teams on local status as well as best practice platform usage in other global markets. - Uncover growth audiences through insights and results to drive further use cases - Strategically aim all efforts at building clients owned 1st party data at an ID level that is then enriched and ready for cross-channel activation. - Management of Digital Analyst and Technical Manager to deliver on BAU as well as feed in to media agency pitch responses across the Groupe.
Primary clients: Collective Wellness Group (Anytime Fitness, Xtend Barre, Orangetheory) Lion Beer, NRMA Motoring Services, James Hardie Additional clients: Uber Eats, Lux Everyday, Mastercard Advisors, Suncorp Group one-to-one, Toyota Finance and Insurance Majority of clients and projects were Publicis Power of One/Connected engagements. Working with agencies within the Groupe who may require CX expertise either as part of a pitch or evolution of existing client relationship/needs. Part of this role was also assessing opportunities with MercerBell's existing clients to potentially bring in other Groupe agencies for their expertise. Key responsibilities: - Member of the MercerBell leadership team overseeing the day-to-day agency operations as well as addressing challenges and opportunities faced within the business and participate in annual business planning sessions and quarterly strategic check-ins on business priorities. - Member of the new business team as part of the leadership team and assessed new business opportunities across new clients, organic growth and within Publicis Groupe as a whole. - Oversaw the team and work across Collective Wellness Group, Toyota Finance and Insurance, the Cochlear Foundation, Suncorp group, Lion Beer, NRMA Motoring Services, Lux Everyday, James Hardie and Uber Eats. - Responsible for overall relationships, reaching of financial targets, achieving growth as well as the creative, strategic and analytical output for the accounts above.
Clients: Toyota Motor Corporation Australia, Toyota Financial Services (Aug 2015 – March 2018), Toyota Fleet Marketing (Jul 2017 – March 2018), Toyota National Parts and Distribution (Jul 2017 – March 2018) My responsibilities expanded to include Toyota Fleet (B2B) as well as Parts, Servicing and Distribution. Key responsibilities: - Spearheaded formulation of T2 team from MercerBell’s side – introducing a fully integrated team combining Saatchi & Saatchi’s traditional advertising approach with MercerBell’s always-on, customer experience focused communication. - Appointed the project lead working with our General Manager of Operations to establish the operational plan and key milestones associated with opening MercerBell Melbourne in 2018. - Successfully established a Melbourne client services team to service Toyota with zero team or IP loss.
Client: Toyota Motor Corporation Australia (Feb 2015 – Aug 2015) Reported directly in to both the Managing Director (day-to-day internal issues such as staff performance and revenue) and CEO (health of the Toyota business, strategic initiatives, incremental opportunities and work in progress). Responsible for leading all CRM efforts for Toyota Motor Corporation Australia (TMCA) spanning loyalty, acquisition, vehicle launches and dealer support. Served as the integration conduit between TMCA and Toyota Financial Services. Key responsibilities: - Collaboration and alignment with TMCA's robust suite of partner agencies to develop integrated customer focused strategies and campaigns. - Ensured all CRM campaigns are relevant, contextual and measurable with a strong focus on continuous optimization. - Worked closely with Strategy and Data Analytics teams to conduct in-depth analyses on both customer and prospect databases driving audience and channel segmentation as well as content recommendations.
Clients: BMW of North America (Jul 2012 – Nov 2014), Rolls-Royce (Jul 2012 – Jul 2013), Windstream Telecommunications (Apr 2014 – Nov 2014) BMW and Rolls-Royce: - Oversaw BMW of North America (BMWNA) CRM activity including DM, emails, online banners, landing pages, social media and various other digital media. - Account lead on the new business team that pitched and won Rolls-Royce Motor Cars’ (RRMCNA) CRM portfolio - Spearheaded all of RRMCNA’s CRM activity including conquesting, loyalty, dealer support, etc. - Led the national integrated launch and maintenance of BMW Group Corporate Fleet Program (B2B). - Developed and executed multiplatform campaigns pertaining to vehicle launches, customer loyalty, competitive conquesting and continuity. - Conducted campaign analysis covering engagement, conversion, drop-off, click-through rates, effective rates, opt-outs, etc. - Analysed reporting, pulled insights and developed recommendations to optimise future CRM campaigns. - Collaborated with CRM director to produce and reconcile itemised proformas (response models) for each campaign providing budget breakdown, anticipated conversion, cost per prospect/lead and ultimately ROI. - Calibrated day to day workflow of client’s account, supporting senior leadership while managing junior members of the team from daily workload through bi-annual performance evaluations. Windstream Telecommunications: - Account lead across fully integrated Windstream Consumer account overseeing a dedicated team. - Responsible for organically growing the relationship from brand strategy and mass media to assume responsibility over digital maintenance and CRM making KBS+P the AOR. - Led the quarterly development and implementation of campaigns focusing on key regional markets and promotions spanning digital banners/video, radio, TV, content, website and CRM - Successfully implemented social content program and strategy to address negative consumer perception in key areas.
Clients: BMW of North America (Sep 2010 – Jul 2012), Rolls – Royce (Sep 2011 – Jul 2012)