Professional Summary
Melbourne-based Digital Marketing Manager with substantial experience leading performance media, organic growth, and lifecycle retention initiatives for commercial brands.
Proven track record of managing multi-channel marketing budgets, enhancing marketing attribution, and delivering measurable increases in revenue and customer acquisition.
Professional Experience
Kallista Living Group
Melbourne
Digital Marketing Manager
Apr 2021 – Present
- Lead cross-channel digital marketing initiatives spanning paid search, paid social, and lifecycle marketing for an omnichannel lifestyle retailer.
- Optimise an annual paid media budget of $650,000, maintaining an average return on ad spend (ROAS) of 3.8 across active campaigns.
- Direct technical SEO audits and ongoing content refresh programmes that grew non-brand organic search visibility by 28%.
- Oversee customer segmentation and automated email nurture journeys in Klaviyo, lifting repeat purchase rates by 18%.
Yarrabridge Financial Advisory
Melbourne
Digital Marketing Specialist
Feb 2017 – Mar 2021
- Executed digital lead acquisition strategies across Google Ads, LinkedIn Campaign Manager, and industry partner networks.
- Reduced cost-per-qualified-lead by 19% through rigorous ad copy split-testing and streamlined landing page conversion paths.
- Integrated campaign performance tracking with HubSpot CRM to deliver transparent pipeline attribution to practice partners.
Merri Creek Media & Retail
Melbourne
Digital Marketing Coordinator
Aug 2013 – Jan 2017
- Coordinated search engine marketing campaigns and managed product feeds across multiple retail product lines.
- Produced monthly cross-channel performance reports using Google Analytics to assess engagement metrics and campaign efficiency.
- Collaborated with creative designers and copywriters to ensure timely delivery of seasonal campaign assets.
Education
RMIT University
Bachelor of Business · Marketing · Melbourne · Distinction · Mar 1996 – Nov 1999
Focused on strategic marketing, brand management, consumer behaviour, and empirical market research.
Key Projects
E-Commerce Platform Replatforming & Analytics Migration
May 2022 – Nov 2022
- Coordinated technical redirects, analytics tracking schemas, and conversion tags during an enterprise e-commerce platform migration, resulting in zero organic traffic loss.
- Configured Google Tag Manager server-side event tracking to ensure accurate attribution compliance.
Areas of Expertise
Search Engine Optimisation (SEO)
Google Ads
Meta Ads Manager
Google Analytics 4
HubSpot CRM
Klaviyo
Content Marketing
Lifecycle Marketing
Conversion Rate Optimisation
Performance Reporting
Languages
English
C2
Italian
B1
Certifications
Google Ads Search Certification
Google Digital Academy · May 2026
HubSpot Inbound Marketing Certification
HubSpot Academy · Sept 2025
Community Involvement
Darebin Community Arts Network
Melbourne · Mar 2019 – Nov 2023
- Volunteer Digital Advisor
- Advised the volunteer committee on website content updates and local promotional campaigns for annual community arts showcases.