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Overview

Testimonials

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Leadership Scope

• Revenue Impact: Contributed to over $1.7 billion in sales across two record years.
• Commercial Negotiation & Partner Value: Negotiated $110K in tracked partner value with major media and technology platforms and delivered approximately $78,700 in platform savings.
• Digital Transformation: Led CRM optimisation, website optimisation and marketing automation, lifting lead generation and customer engagement by double digits year-on-year, rebuilding 1,700+ CRM records and lifting product and asset visibility by up to 51.6% in target markets.
• Brand Development: Directed company-wide rebrands and multimedia campaigns, elevating team branding and recruitment positioning.
• Process Innovation: Spearheaded workflow improvements that boosted team productivity and creative output.
• Corporate Social Philanthropy: Planned and executed major sponsorships and philanthropic programmes, including Sydney Children's Hospital, Malabar Magic Ocean Swim, Rainbow Club, Movie in the Park and Bayside Women’s Shelter.
• Executive Education: Completed five executive programs in 2026: UNSW AGSM General Manager, UNSW AGSM Finance, USYD AI Fluency, USYD Generative AI Masterclass, Learn to Lead with UNSW 2026: Human Connection in a Digital World.

Experience

• Head of Marketing · NGFarah (Mar 2023 – Aug 2025) | Owned the full marketing engine across multiple business divisions. Cross-functional team. $1.7B in sales contribution over two years. CRM and automation rebuild, website optimisation. Major sponsorships and community programs.
• Creative Director & Head of Marketing · Avreum (Mar 2021 to Feb 2023) | Led enterprise rebrand and digital transformation across both sub-brands during a period of major organisational change. Repositioned two brands under one group identity. CRM and marketing automation rollout. Internal communications and culture initiatives.
• BDM & Marketing Consultant · Concierge Doctors (Oct 2019 – Oct 2020) | Multi-clinic health network. Content development. 35% website traffic growth. CRM workflow optimisation. Patient acquisition campaigns.
• Business Development Manager · Hybrid Media (Aug 2018 – Oct 2019) | 80% contract renewal rate. Integrated campaigns across professional services, real estate and retail.
• Operations Manager · JMG Realty (Chicago, 2015–2018) and General Manager · Campus Advantage (Chicago, 2014–2015). US property operations and general management. P&L for a 700-resident community.

Primary Roles of Interest

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• CMO | Head of Marketing
• General Manager (Growth | Commercial)
• Marketing Director | APAC Marketing Director
• Senior Marketing Manager
• Consulting | Fractional CMO (Strategy | Transformation | Performance | Brand) </aside>

Available for immediate appointment.

Education & Executive Education

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• UNSW Business School · Australian Graduate School of Management (AGSM)
• The University of Sydney · Sydney Executive Plus
• The University of Cincinnati </aside>

Capabilities & Stack

Strategy & Leadership

What I bring at the senior marketing / commercial seat.

• Strategic Marketing & Commercial Leadership

• Brand & Market Positioning

• Digital Transformation & Integrated Campaigns

• CRM & Marketing Automation

• AI-Fluent Workflow Design

• Stakeholder & Executive Engagement

• Team Leadership & Development

• Budget Management & Spend Optimisation

• Data Analytics & Performance Reporting

• Workflow & Operational Innovation

• Creative Direction & Content Strategy

• Internal Communication & Change

Systems & Operations

The operational layer behind the strategy — what I've built and run across two senior roles.

• Customer & Lead Engine | CRM rebuilds (NGFarah, Avreum), lead routing, scoring, SLA workflows, lifecycle nurture and re-engagement
• Web & Conversion | Website optimisation, information architecture, UX, performance and SEO, conversion-rate optimisation
• Marketing Automation | Email + SMS lifecycle, behavioural triggers, dynamic content, sales-marketing handoff
• Analytics & Reporting | Marketing performance dashboards, pipeline and lead attribution, executive monthly business review pack
• Process & Workflow | Content production pipelines (brief → produce → review → publish), hybrid-team collaboration, vendor and agency commercial agreements
• AI in Marketing Operations | Executive-credentialed in AI Fluency and Generative AI. Applies AI across content production, analytics and segmentation, with brand-safety and team-adoption frameworks baked in.

Stack & Tools

The tools I've worked with across CRM, marketing operations, content, and collaboration.

• CRM & Lead Engines | ActivePipe, AgentBox, VaultRE, HubSpot, Salesforce
• Industry Portals & Platforms | REA Group (Ignite, Adslot, Realtair), Domain (Engage, Real Time Agent, AIM), Homely, RMA
• Marketing & Content | Adobe Creative Cloud, Canva, CampaignTrack, Mailchimp, WordPress, Adpak
• Social & Paid | Meta (Facebook, Instagram), LinkedIn
• Productivity & Collaboration | Microsoft Office, Microsoft Teams, Monday.com, Trello, Notion
• Data & Analytics | Google Analytics, Google Maps