Brand Experience Consultant
Self Employeed
Apr 2024 - Ongoing
Freelance & consulting across CX, analytics, the universe & carpaint
  • Developed business strategy, contact management & SEO strategy for speech pathology organisation
  • System architecture & CX planning for an executive health organisation
  • CX & CLV measurement advisory to automotive C-Suite
Freelancing
Consulting
Customer Experience
Analytics
Co-founder & Chief Experience Officer
lowercase Advisory
Jul 2023 - Apr 2024
A Brand Experience consulting agency
  • Co-founded consulting arm, developing consulting methodologies and AI-powered products for new business generation, maintaining 2.2x cost multiplier
  • Developed AI-driven research tools to enhance customer insight generation for large-scale operational decision-making & 5 proprietary market research studies for insight generation.
  • Co-created an AI-powered market research platform to shorten insight delivery time and reduce cost, delivering insights in >20% of the time at significantly reduced cost.
  • Developed a multi-agent AI workflow to automate CRM journey production, integrating customer lifecycle insights for a consistent brand experience
  • Integrated GPTs into existing village products to reduce FTE requirements
  • Co-created a clients first advanced AI customer service platform, increasing chatbot utilisation of customers nearly x3
Team Leader
Strategy
Customer Experience
Change Management
Data Visualisation
CRM
Loyalty
Design Thinking
Analytics
Head of Experience & Analytics
Innocean Worldwide
Jan 2020 - Apr 2024
An integrated agency with clients across automotive, health, tech & NGO
  • Spearheaded the transition from a traditional marketing agency to an integrated Brand Experience (BX) agency. Supported all business units to deliver best-in-class customer centricity through deep customer insight. Increasing retainers to our largest clients by >30%
  • Served as a thought leader internally and across client and agency networks, driving insight generation on diverse commercial and NFP issues, including domestic violence, gender equality, political division, and youth depression.
  • Worked 1:1 with Hyundai & Kia C-suite to develop bespoke reporting infrastructure and organisational KPI frameworks
  • Facilitated cross-organisational full-day workshops of 60+ participants between C-suite, data teams, and service delivery units to ensure aligned CX and operational goals. We saw an increase in partnership satisfaction scores of more than 25% and eliminated detractor scores.
  • Founded and scaled the shared service Experience Department (CX, CRM, and Analytics), growing to 9 team members and achieving a profitability margin exceeding 30%
  • Reached $3.5M+ revenue within two years
  • Strategic & business lead on over 20 CX & Service Design projects, including:
    • Critical Service Recovery Program - Proactively mitigating customer churn and seeing unprecedented uplift of 2.8 NPS amongst target groups
    • Customer lifetime value long-term strategy - Defined lifetime engagement models, with first horizon implementations seeing a cost saving of ~55% in loyalty initiatives
    • Genesis Luxury Experience Strategy - Designed a 5-year CX transformation roadmap, applying deep customer insights to optimise complex service ecosystems
  • Lead Analyst on Innocean’s first awarded Marketing Effectiveness Effie - 2023
  • Awarded ‘Employee of the Year’ aka 'Top Dog' in 2022
Team Leader
Strategy
Customer Experience
Change Management
Data Visualisation
CRM
Loyalty
Design Thinking
Analytics
CRM Manager & Marketing Analytics Lead
Jaguar Land Rover
Jul 2017 - Sep 2018
Head office of the Jaguar, Land Rover & Range Rover brands in Australia
  • Designed, implemented & managed CX concierge program, increasing online conversion rate by 3.7pp and maintaining an ROI multiplier in excess of 3.2
  • Extensive agency stakeholder management & collaboration across Australia (Creative, VoC, Legacy CRM, Tech), UK (HQ, BI, Data) & Asia (CRM, Analytics)
  • Co-led implementation of $7M Salesforce CRM & change management program
  • CX & market research lead, providing reporting and insight generation across creative, media, PR, CRM, in-store & experiential
  • Localised global CX strategy for the Australian Marketplace
  • Trained dealership executive staff Australia-wide on CX strategy & CRM utilisation
Team Leader
Strategy
Customer Experience
Change Management
Data Visualisation
CRM
Loyalty
Design Thinking
Analytics
Senior Consultant
platformOne
Jan 2015 - Dec 2015
A Data Intelligence & Customer Experience technology provider
  • Designed a digital productisation of our largest syndicated market research program as a ‘Digital Insights Subscription Platform’, generating a new recurring revenue model and scalable framework for one-off analytics requests. Resulted in increased incremental consulting revenue by >35%, enabling a 2 FTE growth of the insights function.
  • Designed and implemented industry-wide reporting & insight program, presented to conferences and delivered directly to C-Suite from Toyota, Volvo, Audi, Ford & Mazda
  • Awarded ‘Most Valued Employee’ in 2016
  • Lead analyst on major CX & market research programs, including
    • Australia’s largest automotive research clinic
    • CBA customer retention & engagement strategy
    • Industry-wide pricing elasticity study
Team Leader
Strategy
Customer Experience
Change Management
Data Visualisation
CRM
Loyalty
Design Thinking
Analytics
Test Driver
Captec Motorsports
2010 - 2016
Martial Arts Instructor
Chung Do Kwan Association
2008 - 2016
Marketing Campaign Manager
Student Services Australia
2009 - 2010