Transforming Digital Stories into Marketing Magic

Crafting strategic campaigns, lifecycle experiences, and data-driven narratives that turn your brand's potential into powerful results.

Sportsbet

  • Task:
    Managed website content during both business-as-usual periods and major sporting event days. Implemented strategic content switching to effectively promote high-value offerings during NRL and AFL events.

    Result:
    This targeted approach resulted in doubling active users for our high-margin products during these peak engagement periods. The dynamic content strategy capitalised on event-specific interest and converted it into 20% increase in click through & 18% in active rates on this product .

  • Task:
    In the fast-paced sporting and racing calendar, maintaining customer engagement requires compelling promotions that capture attention amid competing events and maintain high activity rates.

    Action:
    Successfully collaborated across departments to develop and launch market-leading promotional offerings that gained national television coverage. Notable campaigns included "Money Back to 5th Place" during Spring Carnival, "Score First Try - You Win!" for rugby events, and "2 Sets Up" tennis promotions.

    Result:
    These innovative initiatives significantly boosted customer retention metrics while elevating brand visibility through mainstream media coverage. Drove further engagement among customers on socials.

  • Task:
    Effectively distribute resources across a diverse customer base of 2 million users with varying interests to maintain high activity levels while ensuring positive ROI.

    Result:
    Delivered precise reporting, in-depth analysis, and cross-functional strategic recommendations for the weekly ave $20 million promotional budget. This data-driven approach optimised spending across our 2 million customers to maximise engagement and financial performance.

The Giving Movement

  • Process:
    Engineered a streamlined implementation process that enables full account setup and campaign deployment within 24 hours.

    Optimised the SMS sender ID verification workflow to minimise launch delays while maintaining compliance standards.

    Key achievements include:

    • Seamless integration between Klaviyo and Shopify platforms, enabling synchronised data flow for real-time customer insights

    • Implementation of dynamic content personalisation based on individual purchasing history, significantly improving engagement metrics and conversion rates

  • Launching & optimising key automations:

    • Welcome Series

    • Abandoned Cart Recovery

    • Browse Abandonment

    • Post-Purchase Upsell/Cross-Sell

    • Personalised Win Back Campaigns

  • Domain warming involves methodically scaling email volume from a new domain over several weeks, prioritising engaged recipients and closely monitoring engagement to build sender reputation. This is essential to avoid spam filters and ensure emails reach inboxes, as ISPs inherently distrust new domains until consistent positive engagement is proven

Ouzues

  • Process:
    Engineered a streamlined implementation process that enables full account setup and campaign deployment within 24 hours.

    Optimised the SMS sender ID verification workflow to minimise launch delays while maintaining compliance standards.

    Key achievements include:

    • Seamless integration between Klaviyo and Shopify platforms, enabling synchronised data flow for real-time customer insights

    • Implementation of dynamic content personalisation based on individual purchasing history, significantly improving engagement metrics and conversion rates

  • Problem:
    As a newly launched business with no existing database and minimal paid advertising budget + low conversion rates limited our ability to reach a sufficient customer base through email campaigns.

    Solution:
    Strategically implemented onsite pop-ups and promotional code incentives that successfully expanded our email database. This approach created new customer acquisition channels without increasing ad spend, allowing us to build a robust foundation for more effective email marketing campaigns and meaningful customer engagement.

  • Email deliverability solutions involve optimising templates by simplifying designs, ensuring responsive layouts, and authenticating domains to prevent spam filtering and improve inbox placement.

Afterpay

  • Task:
    Produced HTML/CSS email campaigns using Iterable and Moveable Ink platforms. Utilised specialised testing tools including Email On Acid and Limtus to ensure proper formatting across mobile devices, dark mode, and various email clients.

    Result:
    Achieved consistent year-over-year and quarter-over-quarter improvements in engagement metrics.
    Notable examples: Afterpay Day campaigns saw average open rates increase substantially from approximately 36% to 51% year-over-year.

  • Delivered comprehensive quarterly and monthly reporting on both major initiatives and business-as-usual campaigns.

    Provided strategic guidance and email best practice recommendations to maintain momentum and ensure market-leading design and functionality in our communications.

  • Monitoring of Lifecycle campaigns across several touch points against multiple benchmarks. As campaigns would underperform, updates were Implemented such as tweaking design & segmentation + improving personalisation modeling through Moveable Ink.

    This targeted approach improved open rates by 18% and conversion rates by 24% across previously underperforming campaigns, significantly increasing customer lifetime value.

Sydney Airport

  • Task:
    Produced HTML email campaigns using Salesforce MarketingCloud platforms. Utilised specialised testing tools including Email On Acid and Litmus to ensure proper formatting across mobile devices, dark mode, and various email clients.

  • Delivered comprehensive quarterly and monthly reporting on bi-monthly newsletters. Provided strategic guidance and email best practice recommendations to maintain momentum and ensure market-leading design and functionality in our communications.

  • Task:
    Address significant deliverability challenges affecting the newsletter database due to its size and quality of contacts.

    Action:
    Implemented strategic segmentation based on click and open engagement metrics while optimising send time schedules. This approach yielded impressive results: average open rates increased by 11% and click rates improved by 22% across all segments—including previously unengaged subscribers who had not opened prior communications.

Food4Fitness

  • Challenge:
    Develop a comprehensive 2025 strategy addressing dual business priorities: reducing customer churn and capturing competitor market share.

    Solution:
    Created a strategic marketing framework built around the client's key product advantages. The approach integrated:

    • Data-driven email templating designed for maximum engagement and conversion

    • Implementation of strategic customer surveys to gather actionable insights about preferences and pain points

    • Development of seasonal campaign calendars aligned with industry trends and customer behavior patterns

    This multifaceted strategy established clear measurement frameworks for both retention improvements and competitive acquisition, positioning the client for sustainable growth throughout 2025.

  • Solution: Implemented a "We Miss You" monthly campaign that delivered tailored offers based on previous purchase behavior and churn timing.

    Results: The March 2025 reactivation campaign targeting 14,800 churned customers achieved a 7.3% reactivation rate, generating $28,500 in recovered revenue with a 340% ROI on campaign costs.

  • Challenge:
    Client's existing CRM platform lacked modern automation capabilities, limiting growth potential and creating inefficiencies.

    Solution:
    Successfully advocated for migration to Klaviyo's superior CRM software, highlighting its enhanced segmentation, behavioural tracking, and automation features.

    Results:
    The transition enabled sophisticated customer journey workflows previously impossible, generating 23% incremental revenue in the first quarter while reducing manual campaign management by 12 hours weekly.

Unibet

  • Collaborated with design team to create newsletters promoting major sporting and racing events. Utilised established templates to maintain consistent brand identity while effectively highlighting key event details and promotional offerings.

  • Task:
    Faced with a limited budget, a constrained tech stack, and a strict regulatory environment, I developed promotional strategies aimed at retaining customers, growing market share, and ensuring profitability.

    Result:
    Leveraging existing partnerships with influencers and athletes, I identified UFC as a key sport to target. By designing price-based promotional offerings that adhered to regulatory requirements, I delivered a zero-cost campaign that achieved outstanding results: a 70% increase in active users and a twofold growth in turnover within this market.

  • Creation of new templates in early lifecycle along with addition of new promotion mechanic for these customers.

    Resulted in an 10% increase in turnover from this automation.

20Talk

  • Key achievements include:

    • Seamless integration between Mailchimp and Fundraising platforms, enabling synchronized data flow for real-time donor insights

    • Implementation of dynamic automation triggers based on fundraising milestones and donor behaviors, significantly improving response timing and engagement opportunities without manual campaign development

  • Solution: Leveraged the Mailchimp-Fundraising API integration to develop sophisticated, data-driven automation sequences triggered by donor behaviors and fundraising milestones.

    Key achievements include:

    • Designed milestone-based automation workflows that activate personalised communications when donors reach specific contribution thresholds, increasing donor satisfaction and retention rates

    • Implemented donor reactivation sequences triggered by inactivity patterns, successfully re-engaging lapsed supporters with targeted messaging and personalised appeals

    • Created comprehensive donor onboarding journeys activated upon first contribution, establishing relationship foundations through strategic touchpoints and educational content

  • Problem:
    Existing templates were basic and lacked modern design elements, failing to reflect the organisation's professional identity and visual standards.

    Solution:
    Developed sophisticated, brand-aligned email templates that seamlessly integrated both primary organisational branding and distinct event-specific visual identities. These enhanced templates elevated communication quality and strengthened brand recognition across all donor touchpoints.

Geneva Wines

  • Process:
    Engineered a streamlined implementation process that enables full account setup and campaign deployment within 24 hours.

    Optimised the SMS sender ID verification workflow to minimise launch delays while maintaining compliance standards.

    Key achievements include:

    • Seamless integration between Klaviyo and WooCommerce platforms, enabling synchronised data flow for real-time customer insights

    • Implementation of dynamic content personalisation based on individual purchasing history, significantly improving engagement metrics and conversion rates

  • Launching & optimising key automations:

    • Welcome Series

    • Abandoned Cart Recovery

    • Browse Abandonment

    • Post-Purchase Upsell/Cross-Sell

    • Personalised Win Back Campaigns

  • Domain warming involves methodically scaling email volume from a new domain over several weeks, prioritising engaged recipients and closely monitoring engagement to build sender reputation. This is essential to avoid spam filters and ensure emails reach inboxes, as ISPs inherently distrust new domains until consistent positive engagement is proven

Driva

  • Overhauled early lifecycle and top-of-funnel automation sequences, resulting in a 20% increase in conversion rates.

    Success stemmed from identifying critical messaging and timing issues at key decision points in the customer journey. Implemented strategic improvements to email templates and subject lines to maximise engagement.

  • Problem:
    Predicting loan interest timing within a customer base that typically seeks financing only every few years.

    Solution:
    Designed and implemented a new template and sender profile that immediately doubled open rates and tripled click-through rates. This strategic update also increased customer reply rates, significantly strengthening our domain reputation in email marketing.

    The solution effectively reduced spam complaints and alleviated customer communication fatigue, creating more meaningful engagement opportunities.

  • Brief:
    Addressed a pattern of frustration evident in Trustpilot reviews from automatically customers declined for factors that were outside factors control.

    Result:
    Enhanced Trustpilot ratings by implementing specialised automation for customers declined due to demographic and personal circumstances. Developed efficient segmentation protocols within our CRM system to identify and exclude similar customer profiles from inappropriate marketing outreach. The system automatically tagged these accounts to pause marketing communications for six months.

CloudBet

  • Problem:
    The crypto industry presents unique challenges—one of which was the absence of 'Know Your Customer' (KYC) regulations since users weren’t gambling with cash. This allowed customers to sign up with fake email addresses, creating significant issues for email deliverability and campaign performance.

    Solution:
    To address this, I implemented basic segmentation and automation strategies to exclude users who hadn’t engaged with the first five emails they received. This streamlined approach immediately improved email deliverability and maximized return on investment, delivering an overnight transformation in email campaign performance.

  • Problem:
    Our existing email templates were overly text-heavy and structured similarly to blog posts, which hindered engagement and action from recipients.

    Solution:
    Recognising that customers crave actionable insights and tips, I revamped the templates to incorporate imagery, reduce copy, and integrate more compelling odds and statistics. This strategic redesign led to a significant 150% increase in click-through rates, driving more effective customer engagement and conversion.

  • Designed and implemented early lifecycle and churn automation systems from scratch. These systems effectively nurtured new customers and re-engaged existing ones, tailoring interactions based on their evolving relationship with the brand.