Scaled a full-service independent advertising agency to $13M annual revenue across Government, Retail, Auto, Education and eCommerce over 12+ years as Partner. Successfully exited.
Built the Research, CX and Transformation practice from zero — defining the methodology, leading delivery from floor-level research to Board presentations, and growing it into the agency's most commercially differentiated capability.
Full accountability for $13M agency revenue and 20% margin targets. Restructured the remuneration model, implemented Value Based Pricing, and led a team of 35 — 8 direct reports.
New Business lead on all pitches, including winning multi-agency, multi-year, multi-million dollar contracts. Average client partnership tenure across my accounts: 10+ years. People like working with me, and I deliver.
Education: a research program (n=405) covering personas, journeys and roadmap delivery led to a 66% churn reduction ($1.6M retained), 52% growth in new applications and a 60% lift in satisfaction — in 12 weeks.
Construction: CX and EX strategy across people, platforms and process uncovered a product portfolio gap — the new range became pivotal to the company's acquisition, one month after delivery.
Technically trained by Mark Ritson at Melbourne Business School. Creative standards set by AKQA (the most-awarded creative technology company at the time). Influenced by some of the best marketers in the world as the Account Lead for Nike EMEA and KLM Airlines.
Leads CX strategy with knowledge of the platforms that actually run the business and works with multi-disciplinary teams to deliver initiatives across them including:
From floor-level research to boardroom strategy: building teams that get shit done, building practices that deliver, and building relationships that last.
Member of the Agency Leadership Group, Advertising Council Australia — shaping best practice across Australian agencies for 7+ years.