BRANDS
Brands I’ve worked with
bet365
Senior Strategist.
Delivery of strategic excellence for bet365. Working with the team to deliver exceptional results in a highly regulated and performance-targeted industry. Covered sportsbooks, poker and casino, using primarily paid search (90%) and SEO (10%).
Highlights included the development and implementation of “Live odds” within search results, showing odds that were no more than 10 seconds old. A world-first.
General Motors
Digital Performance Director.
Leading the ANZ (Australia/New Zealand) paid search strategy for GM’s Australian brand, Holden. Led national and regional (APAC) strategy meetings and contributed heavily to new data strategies using predictive analytics.
Highlights included new persona marketing techniques that allowed us to target, for example, people more likely to be in-market for a new vehicle in 10-12 months so we could engage early with them using sequential remarketing.
Proctor & Gamble
Interim Business Director.
Leading the client comms for FMCG ranges including haircare, dental, intimate and male grooming. Working with the production team based in India, and leading the UK strategy team, this role needed a large amount of both communication, and problem-solving.
Highlights included driving a huge cultural change in positive communication between the two teams, where initially, people-blaming was rampant. I brought the Indian team into client comms, gave them visibility, accountability, ownership and freedom to fail (if the results had a positive impact). This allowed them a lot more freedom of expression, and the ability to raise ideas without fear of closure.
Disney
Digital Performance Director.
Leading the brand objectives in entertainment, travel, movies (in conjunction with national cinema chains) and ecommerce. Working with partner agency Carat to deliver a cohesive and unified messaging strategy across all paid media channels.
Highlights included record attendances in Australia for Marvel movies, as well as successful launches of additional Disney-branded merchandise opportunities.
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