West Melbourne, Victoria, Australia
An experienced Strategy and Group Product Executive with a career spanning more than twenty years as a Strategy and Planning Director and Group Product Director with Australia’s leading organisations. Armed with strongly-developed communication skills, I am able to liaise with internal/external stakeholders and drive success. I manage a strong rapport with clients, teams and Management. With high expertise in marketing and channel experience, I am well-versed in segmentation, retail channel marketing, digital marketing, brand strategy and marketing communications to new and existing clientele. I possess strongly developed project management skills, strategically plan and engage in critical thinking to optimise key results and accomplish organisational goals and objectives. Recognised by clients and colleagues as a consummate professional with a high degree of personal integrity. Known for a contagious passion for excellence, a talent for resourceful business solutions and a capacity for motivational leadership. Have led and implemented large cross company-wide projects with Board and CEOLT priority involving multi discipline teams across products, marketing, segments, sales, IT, Platforms and IT and Networks Continued to broaden marketing capabilities through management of Relationship Marketing for a business unit, and responsibilities for Segment Marketing, Channel Marketing and Marketing Communications, leading teams with end to end and P&L accountability. Have also implemented a company-wide change in the Digital Strategy, implementing sweeping changes in infrastructure, content management, sales & service online adoption. MAJOR CAPABILITIES - Excellent strategic marketer with demonstrated ability in linking strategy to implementing initiatives in all aspects of marketing - Fast learner, agile and quick as demonstrated by the development and implementation of long term Digital Strategy for a large corporation. - Complex stakeholder and relationship management – proven ability to engage leaders across multiple areas of an organisation to achieve a common goal - Leadership of people through major change programs – ability to win, influence and engage people at all levels - Complex project and program management, as evidenced by leading company-wide key projects - Financial control and cost management, through on-time and within budget track record - Effective communications, problem solving and decision making – an understanding of the need to continuously appraise peers and senior management of the progress of major projects being managed.
Led Telstra’s national Fibre strategy with full P&L ($400M) and ROIC accountability. Drove portfolio pricing, product innovation, resource optimisation, and CX/channel transformation to elevate market competitiveness and financial performance. Key Achievements: • Board Strategy Approval: Secured CEOLT and Board approval for new Fibre strategy, reversing cash flow trend by FY24. • Financial Governance: Managed $400M Fibre P&L improvement, with $3M CAPEX and $600K OPEX. • Customer Experience Transformation: Cut quoting time by 90%, reduced overdue queues by 95%, second site visits by 87%, and improved on-time delivery to 98%. Achieved +17pt NPS uplift. • Integrated Product Strategy: Boosted add-on sales from 30% to 63% by activating 5 national sales and service account teams. • Revenue Acceleration: Achieved $68M incremental benefit within 12 months via targeted offers and tactical initiatives. • Process & Resource Optimisation: Streamlined development and delivery processes to enhance competitiveness and speed-to-market.
Led Telstra’s Mobility strategy, overseeing a $350M revenue portfolio with full accountability for CAPEX, OPEX, product innovation, and enterprise transformation. Directed monetisation of 5G and simplification programs to accelerate commercial performance, customer retention, and market growth. Key Achievements: • Strategic Roadmap Execution: Delivered 3-year Mobility Strategy, managing $40M CAPEX and $8M OPEX—capturing 5% market share growth. • Data-Led Profitability Uplift: Embedded Customer Lifetime Value models, lifting Mobility P&L by 3% within 12 months. • Market Growth Programs: Boosted customer acquisition and retention, achieving 5% market share gain. • Commercial Litigation Success: Resolved $300M dispute with Macquarie, recovering $50M in revenue leakage. • Cost Reduction: Delivered annual cost savings of $30–35M (International Roaming call fraud) and $12M (revenue sharing fraud) through data-led interventions. • 5G Innovation Leadership: Developed Enterprise Wireless Mobility plans with EDGE Compute and network slicing, achieving a +20 NPS. Negotiated Vendor contracts reducing hardware costs by 18% to deliver innovative 5G hardware • Revenue and ARPU Growth: Drove 37% YoY 5G revenue growth and lifted ARPU by 5% via base management initiatives. • Customer Retention: Save cell and retention offers that reduced churn by 3% • Legacy Simplification: Retired 50% of Enterprise Mobility plans, digitising new offerings and achieving a 52% reduction by FY22.
Founded a performance-focused ready-made meal company for gym-goers and health-conscious consumers, delivering science-backed nutrition through clean, convenient meals. Led brand strategy, customer acquisition, and channel partnerships, while overseeing meal development grounded in macro precision and operational excellence. Key Achievements: • Developed 25 macro-optimised meals using whole ingredients, leveraging supplier partnerships to ensure freshness and delivery speed • Secured 20+ strategic gym partnerships, including Fitness First gyms within Sydney and multiple independent fitness businesses, enabling direct distribution and brand amplification • Built personalized meal recommendation portal powered by customer data and fitness objectives, lifting repeat purchases and engagement • Launched hybrid go-to-market strategy, combining online subscriptions with in-gym promotions to scale reach and customer acquisition
Directed strategic planning for Telstra’s Enterprise portfolio, driving product performance, prioritising CAPEX, securing funding approvals, and leading resource allocation. Accountable for the 3-year corporate product strategy across Connectivity, Data and Managed Services, and Cloud. Key Achievements: • Strategic Portfolio Growth: Developed and executed 3-year and annual strategies—delivering 15% annual growth across Connectivity, Data, and Cloud products. • Enterprise Data Integration: Partnered with governance teams to implement high-quality data standards across multiple sources, unlocking actionable insights. • Executive Governance & Forecasting: Produced quarterly decision frameworks and reporting packs for C-suite forums to align resource and investment priorities. • Product Simplification Initiative: Exited 20% of legacy Enterprise products (~1M services, 50K clients) to enable digitised delivery and CX uplift. Transformed legacy connectivity products onto Digitised platform to deliver enhanced customer experience • Customer Migration Program: Led cross-functional effort to transition 99% of legacy customers to modernised solutions—hitting all key milestones. • 3G Exit Program Delivery: Oversaw migration of 7M services and $1B in capital assets—exceeding tracking benchmarks three years into execution.
Lead for Consumer Segments with segment P&L accountability across personal lending, mortgages, credit cards and various banking products Position Overview: Reporting to the Head of Consumer and Head of Commercial Marketing, delivered the first Consumer segment marketing plan. Included analysis of segments and roadmap to achieve segment P&L targets and metrics. Key Achievements: • Segment Strategy Execution: Delivered first-of-its-kind Consumer segment strategy and roadmap to meet revenue and performance targets. • Revenue Growth Enablement: Achieved 2% annual segment revenue uplift through cost-effective acquisition, retention, and client engagement programs. • Market Intelligence Leadership: Led market analysis and trend identification to uncover strategic growth opportunities across core banking verticals. Delivered potential opportunity of $50M • Client Acquisition & Retention: Launched innovative segment-specific campaigns that accelerated uptake in lending and mortgage products. • Cross-Functional Alignment: Partnered with senior leadership to integrate marketing strategies across multiple product lines—driving coordinated segment growth.
Within the Telstra Business business unit Position Overview: Reported to the Chief Marketing Officer, leading Telstra’s SME marketing and digital strategy across $5B in customer revenue. Directed a team of 47 across Relationship Marketing, ATL/BTL, Local Area Marketing, and digital channels. Accountable for marketing performance across business clientele and retail centres, with full oversight of strategy, spend, and customer experience transformation. Key Achievements: • Revenue & Budget Oversight: Managed $5B in customer revenue with $30.3M P&A budget and $2.7M OPEX—delivering cost efficiencies and market impact. • Channel Innovation: Designed new SME channel model promoting “local Telstra business” USP—negotiated vendor contracts, commissions, and LAM/ATL campaign integration. • Bundled Product Launches: Delivered two digital-focused solutions (Cloud + business tools) for SME clients—accelerating value adoption and retention. • Digital Sales Growth: Drove 290% annual growth in online sales; scaled monthly transactions from 300 to 2,450; improved email engagement from 2.3% to 16.8% in year one. • Self-Service Enablement: Launched SME portal on new CMS platform—enhanced digital experience and reduced support dependency. • Digital Channel Uplift: Migrated 70% of interactions to digital, slashing P&A costs by 55% while maintaining conversion. • Strategic Planning: Led 3-year SME Digital Strategy with $12M CAPEX and $2M PROPEX—redesigning online customer journeys and channel mix. • Customer Migration: Achieved 80% online billing and 35% digital service transactions—cut contact centre calls by 1.35M by FY13.
Reports to the Executive Director, Marketing Led 15 staff responsible for developing and delivering a customer contact program that aims to build customer loyalty and advocacy, whilst achieving sales and service targets. The relationship marketing program considered assets from call contact centres (both inbound and outbound calling), Direct Marketing and utilisation of local retail channel assets. Also responsible for key cross company-wide projects such as the launch of the world’s first high speed wireless broadband product and the migration of all business customers from an obsolete mobile network. Accountable for customer satisfaction measures
Reports to Executive Director, Independents Segment Led 10 staff responsible for customer acquisition, retention and usage growth of the Independents segment. A group of 300k business customers characterised as self-employed with 1-2 employees. Responsible for product and package development targeting the Independents segment