Portfolio · Hi there,
CRM & Lifecycle Marketing Expert.
I build systems that turn behavioural data into measurable growth. Consistent revenue uplifts. Higher conversions. Customers who stay.
About
Before moving into marketing, I worked in financial analysis, management accounting, and tax advisory. That background shaped how I approach marketing: I don't start with campaigns or creatives, I start with the commercial problem the business is trying to solve.
When I connect lifecycle activity to revenue, conversion, retention, or profitability, I understand both the marketing side and the financial logic underneath it. I'm comfortable working across marketing, data, product, and commercial teams, and can hold conversations with a CFO, developer, and sales lead in the same room.
Since moving into CRM and lifecycle marketing, I've helped build lifecycle functions from the ground up, evolving organisations from fragmented communications into structured, behaviour-led systems supporting activation, retention, reactivation, and long-term customer value.
I build programmes with attribution designed in from day one: user, account, and commercial outcome levels.
The Lifecycle System
Case Studies
Automation and AI
Beyond CRM platforms, I design and build automated workflows using AI, n8n, and integrated systems, turning manual, high-friction processes into triggers that run without human intervention.
Built an automated trigger that fires a satisfaction survey after every third support ticket closure for the same customer. The survey pre-populates customer name, email, and ticket ID from the CRM. If the customer rates 3 or below, a real-time alert fires instantly to the relevant manager, no manual monitoring required.
Built automated loyalty granting mechanisms that evaluate individual customer behaviour in real time and grant tier upgrades, reward credits, or status changes without manual review. Live incentive triggers fire based on specific on-site activity signals, search thresholds, booking milestones, session frequency, creating a system where the platform responds to customer intent as it happens.
Built multi-step n8n workflows integrating AI models to automate content generation, data processing, and operational tasks that previously required manual handling. Designed reusable social media workflow templates enabling customers to maintain a consistent content cadence without a dedicated marketing team.
Designed reusable content workflow templates for customers to manage their own social media presence without a dedicated team. Ran hands-on workshops teaching customers how to use the templates, adapt them for their context, and maintain a consistent publishing cadence. Turned a manual, inconsistent process into a repeatable system.
Commercial Intelligence
Not open rates and call it done. Revenue, transactions, net profit, and incentive expense, tracked in real time per campaign.
Every programme I build has attribution wired in from the start, with dashboards connecting each campaign directly to revenue, transactions, net profit, and incentive expense.
At individual user and account level, I can tell you exactly how many transactions and how much revenue are attributable to any given customer in the system. That is a commercial intelligence layer, not a marketing report.
Career
Each pillar operates as a suite of automated, always-on campaigns triggered by individual customer behaviour, running daily at scale without manual intervention, enabled by data integrations across the CRM, product database, and on-site messaging platform.
Developed SQL fluency and deep familiarity with the database architecture to work directly with engineering, enabling triggers and integrations that would not have been achievable through the CRM interface alone.
Built campaign-level attribution dashboards connecting each programmatic campaign to Total Transaction Value, revenue, transaction volume, net profit, and incentive expense, giving leadership a real-time view of commercial return across every live programme.
Attribution is granular at individual user and account level: transaction volume and revenue are tracked per customer, enabling precise ROI measurement and identification of highest-value accounts.
Built and maintained five core reporting dashboards used daily by the business, covering behavioural segmentation across two markets, monthly transaction and revenue performance by period, and programmatic campaign tracking across all active automations.
Built conversion funnels measuring the effort and output of individual Business Development Managers, tracking customer engagement signals, outreach touchpoints, and conversion rates at the team member level.
Designed commission structure tracking within the CRM, attributing transactions and revenue to the responsible BDM and feeding this into performance reporting for accurate commission calculation across the sales team.
Built a trigger-based notification system that alerts the relevant BDM in real time when a customer does not engage with lifecycle touchpoints, ensuring high-value accounts are followed up personally rather than lost in automation.
Led campaign management including promotions, product launches, and customer journey design across both retail and trade channels.
Designed and implemented behaviour-based automated customer journeys to improve engagement and lifecycle performance; analysed funnel data to identify conversion opportunities.
Reduced marketing efficiency ratio to sustain 15% profitability while tripling Revenue Per Visit through offer engineering, CRO, and Facebook Ads creative testing.
Grew the email subscriber base from zero to 3,000 within 18 months, sustaining 40 to 50% open rates through behavioural segmentation and targeted lifecycle campaigns.
Built GA4 and Looker Studio reporting infrastructure from scratch, tracking channel performance and translating data into decisions across every area of the business.
Closed the business deliberately after achieving the commercial and learning milestones I had set. As a minimalist, I chose not to keep scaling a product I no longer believed was adding something meaningful to the world. The craft built here (systems, attribution, lifecycle thinking) transferred directly into what followed, at a much larger scale.
Conducted ongoing audits of global brand email strategies to surface best practices in acquisition, nurture, and retention, translating insights into tactical campaign improvements.
Built a User Generated Content portfolio to improve ad spend efficiency and social media reach.
Managed end-to-end campaign delivery including build, copy, asset coordination, QA, and scheduling across manual and triggered campaign types.
Completed month-end finance tasks including prepayments, accruals, and inter-company reconciliation in a timely and accurate manner across multiple divisions.
Performed gross margin analysis incorporating the effect of marketing campaigns and FX exposure from offshore manufacturing relationships.
Conducted industry and client research to identify transfer pricing issues and provided guidance on compliance requirements.
Prepared technical tax documents and research summaries for senior partner review and client presentation on a weekly basis.
Tech Stack
Across CRM, automation, analytics, AI, and everything in between.
Let's talk
Open to senior CRM, MarTech, and lifecycle marketing roles in Sydney.