Advise founders and senior leaders on growth efficiency, pricing leverage, and customer value optimisation, with a focus on translating data signals into executive decisions

Commercial & Digital Performance - Grew direct digital revenue year-on-year while structurally shifting demand towards higher-value, repeat customers through smarter targeting, loyalty design and onsite optimisation. - Led an integrated digital marketing strategy across paid media, SEO, CRM, lifecycle, and onsite conversion, ensuring channels worked together rather than in silos. - Improved acquisition efficiency by internalising media execution and introducing data- and algorithm-driven optimisation, bringing together marketing, product and analytics. Data, AI & Customer Platform - Drove the design and rollout of a customer data platform (CDP) to unify profiles, behaviour and transactions into a single, usable view of the guest. - Partnered with data science teams to build and operationalise models for segmentation, propensity, and offer targeting, feeding them into media, CRM and onsite experiences. - Championed practical applications of AI in marketing and commercial operations (e.g. smarter bidding, lookalike and propensity audiences, personalised messaging), focusing on measurable impact rather than hype. Operating Model & Systems Thinking - Led a major commercial re-platforming programme, integrating customer data, analytics, and execution layers to create a single, decision-oriented view of demand. - Established a regional Centre of Excellence to codify digital and performance marketing best practices, experimentation standards, and performance governance across markets. Distribution & Governance - Oversaw B2B, B2C OTA, GDS and channel strategy, balancing scale, margin, and brand considerations in a pragmatic way. - Partnered with regional leadership to align central commercial strategy with local market realities and property-level execution, ensuring changes were adopted on the ground and not just on slides.

- Took end-to-end ownership of growth investment across APAC and ANZ, covering performance media, CRM and onsite optimisation. Worked closely with data, product and finance teams to make sure every dollar spent was tied back to real customer value, not just clicks. - Improved marketing ROI by tightening feedback loops between spend, conversion signals and downstream value, using CDP data, data science models and experimentation to inform where and how we invested. - Reduced customer acquisition costs by shifting from volume-led to value-led optimisation, focusing on higher-quality audiences, smarter bidding and AI-driven targeting rather than chasing the cheapest traffic. - Designed CRM and lifecycle-driven reactivation programmes, using unified profiles and predictive signals to bring lapsed and low-engagement customers back into the fold in a more personalised, relevant way.

LinkedIn Content and Creative Design

Linkedin

2025

Credential ID: x3oeptj9meth

LinkedIn Marketing Solutions Fundamentals

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2025

Credential ID: j6gqmwj26fz6

LinkedIn Marketing Strategy Certification

Linkedin

2025

Credential ID: 66t7ipah4256