Sydney, New South Wales, Australia
Efficient customer-centric marketing professional with over 8 years of experience. Proven track record in successfully increasing revenue, reducing churn, increasing NPS and acquiring customers cost effectively. Comfortable working under pressure and capable of learning new skills quickly. Possesses a keen eye for detail with exceptional proof-reading skills. With over 8 years of experience in lifecycle and CRM marketing, I help subscription and digital-first businesses turn customer data into personalised journeys that drive engagement, retention, and growth. I’ve led strategies that improved onboarding conversion, reduced churn, and lifted engagement across email, SMS, push and in-app channels. From scaling automation at Woolworths Group to building lifecycle frameworks from scratch, I bring a blend of data-driven execution and customer-centric thinking. My experience spans large enterprises and startups, giving me the ability to move fast, adapt to change, and collaborate cross-functionally with product, engineering and analytics teams. If you’re looking to improve your customer lifecycle, enhance your CRM stack, or drive more value from your subscriber base, let’s connect.
Lead the lifecycle and retention strategy for Everyday Extra, Woolworths’ subscription product. I manage campaigns across email, push, SMS, and in-app channels to improve engagement, reduce churn, and enhance the customer experience. My work includes building automated journeys triggered by customer behaviour, improving onboarding and trial conversion, and optimising the subscriber lifecycle in partnership with product and analytics teams.
Owned the full lifecycle marketing function. Developed onboarding and engagement strategies, managed CRM and automation tools, and delivered personalised, multichannel campaigns across the user journey. Collaborated closely with product, engineering, and customer teams to align messaging and drive stronger user engagement and loyalty.
Managed lifecycle, onboarding, and customer engagement comms. Developed automated nurture flows, improved onboarding content, and worked across teams to support better product adoption and customer experience. Also led the evaluation and rollout of new email tooling to support scalable comms.
Led targeted upsell and cross-sell campaigns, implemented innovative marketing strategies across various channels, and drove significant growth in customer base, revenue, and key customer satisfaction metrics. Led the creation of high-performing video content and managed all aspects of marketing campaigns from concept to implementation. Mentored a direct report.
Supported direct acquisition campaigns, creative testing, and audience targeting. Optimised response rates and reduce costs by introducing more efficient creative and channel approaches.