Experience
15+ years in digital marketing and ecommerce growth.
From Australia's biggest online retailers to early-stage founders, always hands-on.
May 2016 – Present
Virtual Allure
Head of Digital & Growth (Embedded Growth Leader)
- Embedded with founder-led ecommerce brands as an accountable part of the leadership team, owning digital strategy, budgets and results.
- Audited ad accounts, funnels and P&Ls to find the few changes that would move revenue, then prioritised and delivered them.
- Planned and managed $400k+ in annual digital budgets, with KPI frameworks, forecasting and scorecards tied to CAC, contribution margin and revenue.
- Ran acquisition across Meta, Google, TikTok and programmatic, plus CRO roadmaps that lifted conversion and AOV.
- Built lifecycle and retention programs in Klaviyo around customer identity, not just purchase history.
- Built AI-enabled reporting and performance alerts so founders could see what mattered each week.
- Led and mentored specialists across performance, SEO, CRO and lifecycle.
Mar 2015 – May 2016
Airtasker
Performance Marketing Manager
- Built the performance marketing function from scratch, managing a seven-figure Meta and Google budget and reporting directly to the founding team.
Feb 2014 – Mar 2015
THE ICONIC
SEM & Analytics Manager
- Owned Google search strategy, budget and forecasting.
- Introduced attribution and CLV frameworks, and led and mentored the SEM team.
Feb 2012 – Jan 2014
SurfStitch
Digital Performance Specialist
- Led SEO and SEM strategy during a high-growth international ecommerce phase.
- Pioneered Google Shopping and remarketing programs in Australia.
- Managed international paid search expansion across multiple European markets.
Feb 2011 – Feb 2012
Adventures in Weightloss
Online Marketing Coordinator
- Managed SEO and paid social strategy.
- Worked with developers on front- and back-end optimisation.
- Supported content and blog development to drive organic growth.