Experience
A tech enthusiast and digital marketer with a passion for building great products — six years turning marketing data and product operations into growth, then a shift into building software.
beIN SPORTS
Mar 2024 – Aug 2026Lead and manage 3 cross-functional teams across CRM, Subscriber Management, and Customer Experience (CX). Spearhead end-to-end subscriber lifecycle strategy, automated retention frameworks, and proactive commercial revenue initiatives, while driving CX operational efficiency and tooling optimisations across APAC.
Soho.com.au
Mar 2017 – Dec 2022Helped scale the 3rd largest real estate app in Australia from the ground up: set product direction and support workflows with the tech team, built data pipelines into Postgres and BigQuery, and ran performance marketing, SEO, and lifecycle campaigns. Reached 40% average monthly retention and grew organic traffic over 500% in a year.
AdParlor
Sep 2016 – Dec 2016Optimised cost-per-lead across online and offline channels for the sales team, built HubSpot lead-nurturing funnels, and reported on the leads-to-opportunities pipeline in Salesforce.
TradeHero
Oct 2013 – May 2015Ran mobile acquisition and retargeting campaigns across SEA and China, set up email and in-app marketing automation, and used SQL and mobile analytics tools to track churn and app usage.
Achievements
Helped scale the 3rd largest real estate app in Australia from the ground up.
Managed a 5-figure monthly ad budget with CPC and CPA below industry standards.
Reached a 40% WAU/MAU rate on mobile apps.
Grew organic traffic over 500% in a 1-year period.
Saved AUD$10,000 per month by optimising technology infrastructure.