Work

14 years of building,
scaling, and shipping.

From writing my first SQL queries to managing seven-figure ad budgets. A career built on curiosity, execution, and the belief that growth is a craft, not a department.

Experience

2025 Sydney, Australia

NDIS Growth & Operations Head

EnableUs Pty Ltd B2B & B2C | Contract
  • Onboarded PPC, content, and SEO teams from scratch
  • Integrated Close CRM to Clay — improved MQL to SQL conversion
  • Launched and grew EnableUs Community to 300 members in 1.5 months
  • Reduced email drop-off via LLM-powered segmentation
  • Revamped data processes and CRM analytics for retention and revenue forecasting
2025 Sydney, Australia

NDIS Marketplace Growth Lead

MyCareSpace Marketplace B2C | Contract
  • Upgraded CRM setup — segmented demand and supply side leads
  • Rebuilt Google and Meta ad structures from scratch, reduced budget wastage
  • Set up GA4 + Looker analytics platform for marketplace dynamics
  • Increased marketplace match rate by 30% via geo-targeted ads
2020 — 2025 Sydney, Australia

Allied Health Growth Head

Avaana Health Marketplace B2B & B2C
  • GTM Lead for Avaana Health Marketplace and NDIS Provider Registration
  • Deployed campaigns across Meta and Google — improved CAC and LTV
  • Published 100+ articles for organic traffic and lead generation
  • Led team of 3 in performance marketing and email
  • Created video content and webinars increasing engagement and platform stickiness
2019 — 2021 Sydney, Australia

Digital Health Growth Lead

Perx Health — Chronic Health Management B2C
  • Built the direct-to-consumer acquisition function from zero
  • Ramped user acquisition at 60% lower CPAs than industry benchmarks
  • Set up full acquisition stack: landing pages, tracking, A/B tests, automated reports
  • Reduced CPA by 30% over 6 months enabling continuous budget scaling
  • Navigated regulated marketing for Diabetes, Cancer, and Cardiovascular conditions
2019 Sydney, Australia

Head of Digital Growth

Bailey Nelson — Eye Wear & Eye Care B2C | Permanent Full-time
  • Led growth team: marketing manager, performance marketer, 2 engineers, support specialist
  • Integrated data from 95 retail stores, 3 online stores, optometry systems, and affiliate channels
  • Eliminated $35k/month in agency fees — redirected to ad budget
  • Boosted retail foot traffic through experimental brand awareness campaigns
  • Increased click-through rates and revenue by 30% through new communication platforms
2018 — 2019 Sydney, Australia

Head of Growth Marketing

RoseRx — Telehealth & Prescriptions B2B & B2C
  • Created go-to-market strategy with founding team
  • Doubled download-to-activation ratio by implementing frictionless onboarding
  • Launched app, Google and Meta Ads — onboarded first 10,000 users
  • Increased downloads 90% week-on-week for the first year
  • Launched offline campaign at medical centres — achieved lowest cost per install on benchmarking platforms
2016 — 2018 Sydney, Australia

Performance Marketing & Analytics Manager

EHPlabs — Sports Nutrition B2C | Permanent Full-time
  • Joined during explosive growth phase: $3M to $15M/year in sales
  • Managed $700k/year Facebook and Instagram budget across 4 brands
  • Distributed channel insights across Influencer, Social, Email, and Organic teams
  • Launched Amazon as sales channel — 8% of total company sales within 2 months
2012 — 2016 Sydney, Australia

Founder — Digital Marketing Agency

Growth Marketing Agency B2B
  • Started digital agency during the mobile revolution and early Facebook ads era
  • Onboarded 6 SME clients in first 3 months via B2B marketplaces
  • Managed outsourced team for web and mobile app development
  • Company acquired by Leap Technologies in 2016
2010 — 2012 Sydney, Australia

Junior Engineer

Adecco Permanent Full-time
  • Applied CS degree: automated testing, front-end bug fixes, UI changes
  • Worked across SQL, Python, R, .NET, and JavaScript
  • Learned Scrum, Prince2, and professional software development practices
  • Building small-scale web applications from scratch within 12 months

Education

2027 (in progress)

Masters in Data Science

UNSW
2010

Bachelor of Computer Science

Southern Cross University
2012

Diploma of Business Management

Southern Cross University
2024

Generative AI Fundamentals

Databricks Academy
2023

Google Marketing Cloud Expert

Google
2020

Customer Analytics

University of Pennsylvania

Toolkit

Analytics

GA4, Google Marketing Cloud, Adobe Suite, Salesforce DC, Mixpanel, Looker, SQL, Python

Performance Marketing

Meta, Google, X, TikTok, Pinterest Ads

CRMs & RevOps

Clay, HubSpot, Salesforce, Dynamics 365, Close, Intercom, SendGrid, Twilio

Automation

Zapier, Gumloop, Airtable, Integromat, GPT Operator

Technical

Python, TypeScript, React, Cursor IDE