Developed a new cross-platform revenue stream in MSLO's first online video series (www.everydayfood.com), set up product management processes and lead digital strategy for key business units.
• Lead the Everyday Food print, digital and sales teams through ideation workshops and set vision and success metrics for product. Managed a beta phase that involved A/B testing and user feedback to shape the launch. 3-month target achieved, on track for 12-month targets.
• Significantly increased social media traffic to the site by introducing a sharing toolbar.
• Lead digital strategy for several key areas of the business including the merchandising team and Everyday Food magazine. This lead to key projects being prioritized in the cross-company roadmap.
• Brought product processes to MSLO including briefs, agile practices such as retros and product backlogs.

Delivered product vision for strategic initiative centered on redesigning resume database product located at www.seek.com.au/profile. Defined product requirements and design to inspire action from both jobseekers and advertisers, partnering with cross-functional team.
• Outperformed targets for product launch.
o 70% conversion on landing page.
o 52% unique visitors completing profile form
o On track to achieve goal for number of profiles completed.
• Partnered with Strategy Manager to influence executive team including CEO to transform and simplify business model to align with findings of market research, leading to improved messaging and sales results for sales team.
• Introduced the first agile practices to projects at SEEK in order to get products to market more efficiently.
• Separated a complex project into manageable and prioritized phases that drastically reduced risk.
• Selected as one of 3 non-senior managers for Senior Leadership program at Melbourne Business School.

Strengthened market dominance of Australia’s top online mapping site at the time, leading project team to transform a slow and unappealing site into a swift and interactive user experience. Promoted to lead team of 7 producers, each guiding an agile team delivering changes to online, print, and voice services.
• Continued to deliver double-digit usage growth for online map site despite Google Maps entering the Australian market.
• Leveraged consumer insights and knowledge of online behavior to write 2 commercial briefs and business cases for next-generation development of whereis.com and whitepages.com.au.
• Developed new revenue stream by integrating maps with business search, resulting in a map-based advertiser product for use with Yellow Pages.
• Piloted an online approach to successfully redesign the print Yellow Pages local book in Australia, applying a user-centered design approach including user research and usability testing.
• Improved design methodology for Whereis.com team with iterative approach that enabled new website design over several releases in a parallel beta, incorporating feedback each time.

Enriched the online user experience by standardizing day-to-day operations for consistency and alignment with the company brand. Implemented a site calendar system, weekly operations meetings, and release scheduling. Created policies for cross-linking and navigation.
• Nearly doubled traffic from 3M unique monthly users to 5.5M within a year by ensuring fresh content and improving navigation.
• Delivered on the company’s brand promise with a unified user experience across editorial, ecommerce, and community areas of the site.
• Influenced development of new features by conducting research into travelers’ needs at different trip phases, leading to an $8M business case approved by the board. Led a project team to design these features for development.
• Contributed to doubling the site’s revenue within a year by supporting roll-out of display advertising across editorial pages.
• Pioneered the site’s first social media application (Bluelist) enabling users to submit and rate content.

Hired to write editorial content for a subscription-based portal for video, audio, and gaming content. Produced special features with partner sites such as MTV and BBC. Promoted to manage portal operations, working cross-functionally to drive advertising revenues and traffic to site.
• Increased page impressions by 300K p/m by introducing weather channel as part of overall strategy to increase traffic by introducing new areas for the portal.

Wrote content for the homepage of the UK’s largest ecommerce site, using appealing language to make consumers linger. Made strategic decisions on product and feature placement to maximize sales. Worked with marketing team to produce seasonal campaigns.

Directed team of editors to create and manage engaging online copy to propel ecommerce sales.