Building marketing systems that actually convert
I turn complex B2B products into clear, results-driven campaigns. From tightly regulated finance to medical technology, I design and build marketing systems that generate qualified pipelines — combining strategic thinking with hands-on technical execution.
Based in Sydney, I specialise in marketing automation, CRM integration, and performance-driven campaigns for B2B companies in finance, healthcare, and professional services.
Strategic Marketing Across Regulated Industries
I specialise in turning technical products and services into campaigns that resonate with decision-makers in complex, regulated sectors — from automation architecture through to creative execution.
Marketing Automation & CRM
Expert in Marketo, Salesforce, and HubSpot. I build automated workflows that nurture leads, score engagement, and route qualified prospects from first touch to sales handoff.
Key Tools
- Adobe Marketo Engage
- Salesforce CRM
- HubSpot
- Custom HTML/CSS email development
- Lead scoring & routing systems
Performance Marketing & Funnel Optimisation
I design and manage high-converting funnels across paid social, LinkedIn Ads, and content channels. Every campaign is built on data-driven insights, A/B testing, and continuous optimisation.
Key Capabilities
- Lead funnel design & filtering
- Social media lead integration
- Multi-channel campaign execution
- Real-time performance monitoring
Creative Development & Brand Execution
From financial whitepapers to event collateral, I've produced 200+ marketing assets across industries. I manage cross-functional teams and agencies while keeping brand consistency across every touchpoint.
Key Deliverables
- Email campaigns & landing pages
- Thought leadership content
- Event & tradeshow materials
- Award-winning integrated campaigns
Proven Experience in Complex B2B Sectors
HR Advisory & Professional Services
At Peninsula Australia — Australia's largest HR advisory firm — I rebuilt the entire marketing automation stack. I designed targeted funnels for SafetyCheck, launched a business referral programme, and integrated Marketo with Salesforce to keep data clean and sales aligned. The result: 20K new leads and a 20% lift in sales conversion.
Finance & Asset Management
At Lazard Asset Management I managed marketing for institutional investment products, navigating strict regulatory requirements while driving a 35% lift in campaign engagement. Over five years I delivered 50+ financial whitepapers, quarterly market outlooks, and client-facing materials — and secured two industry awards in the process.
Medical Technology & Healthcare
At Becton Dickinson I created 200+ promotional assets each year, supporting product launches, scientific conferences, and ten-plus major tradeshows. Using Salesforce and marketing automation, I improved email open rates, click-through, and lead generation in one of the most technically demanding sectors going.
Marketing Systems That Deliver Results
Case studies showing how I've built automation infrastructure that moves leads through the funnel and creates measurable business impact.
Lead Funnel Optimisation System
Challenge
High-volume social media and paid ad leads were entering the CRM with minimal qualification, overwhelming the sales team with low-quality prospects and wasting their time.
Solution
Built performance marketing funnels with multi-tier filtering logic. Implemented custom Salesforce fields and Marketo workflows to automatically score, segment, and route leads based on engagement signals and firmographic data.
Results
- 20% improvement in sales conversion rates
- 15% increase in qualified lead flow
- Reduced lead-to-sales handoff time through automated routing
- Eliminated manual data entry between systems
Client Onboarding Automation Programme
Challenge
New clients were receiving inconsistent onboarding communication — low engagement with additional services, and a support experience that varied entirely depending on who handled the account.
Solution
Designed and built a multi-touch email automation workflow with dynamic content based on service tier and client industry. Custom HTML templates, behavioural triggers, and personalised journeys — all mapped to brand guidelines.
Results
- 15% increase in engagement metrics across the onboarding sequence
- Standardised client experience at scale
- Freed the marketing team from manual campaign sends
- Foundation for retargeting and upsell campaigns
Award-Winning Institutional Marketing Campaign
Challenge
Launch a new investment strategy to institutional clients in a highly competitive, regulated environment — where sophistication of positioning matters as much as reach.
Solution
Led a 360° integrated campaign: content strategy, digital advertising, social, and thought leadership. I coordinated with external agencies, compliance, and internal stakeholders to deliver cohesive multi-channel execution without a single regulatory misstep.
Results
- 35% increase in campaign engagement
- 1,200+ qualified leads generated annually
- 2 industry awards for brand innovation
- Established durable thought leadership in the target market
Portfolio Gallery
A selection of marketing materials, campaigns, and creative work spanning B2B finance, healthcare, and professional services.
Tools & Technologies
Marketing Automation
CRM & Data
Creative & Development
AI & Emerging Tech
Experience
Marketing Automation Lead
Own the marketing engine behind $305M annual revenue — performance funnels, lead scoring, and CRM workflows that keep the pipeline clean and sales focused on closing.
Key Achievements
- Own the marketing engine behind $305M annual revenue: performance funnels, lead scoring, and CRM workflows that keep the pipeline clean and sales focused on closing
- Manage a live database of 2M+ leads — field mapping, segmentation logic, sync monitoring, and ongoing list hygiene across every active campaign
- Led the full company rebrand, managing the update of hundreds of customer-facing links, PDFs, and email templates without a single broken asset going live
- Built performance dashboards across all active campaigns and managed a team of 2 marketing specialists
- Hand-code advanced HTML/CSS email templates and landing pages — pixel-accurate, brand-compliant, no agency dependency
Marketing Automation Specialist
Built new revenue channels from scratch and designed automation sequences that took prospects from first click to booked call without manual intervention.
Key Achievements
- Built LinkedIn Ads, SafetyCheck nurture, and a Business Referral programme from scratch — three new revenue channels that didn't exist before
- Increased qualified lead conversion by 15% through targeted paid social funnels with tight CRM integration and lead-scoring filters
- Designed multi-step onboarding and retargeting sequences that took prospects from first click to booked call without manual hand-holding
- Maintained data accuracy across the full pipeline — diagnosing and resolving sync issues between web forms, Salesforce, and Marketo
Creative Services Designer
Sole creative designer for a global asset manager's Sydney office — navigating strict regulatory requirements while building real commercial traction over five years.
Key Achievements
- Built and launched a 360° integrated campaign — content, digital ads, social, email — that generated 1,200+ qualified leads in year one, delivered a 35% lift in engagement, and won two industry awards
- Sole creative designer for a global asset manager's Sydney office: owned the annual budget, managed external agencies, and produced 50+ institutional content pieces a year without missing a compliance deadline
- Turned the content programme into a distribution machine — quarterly outlooks, whitepapers, and client collateral that built measurable credibility in a market where trust is the product
- Managed the full marketing budget with data-driven ROI reporting to senior leadership across local and international stakeholders
Marketing & Web Support Specialist
Marketing specialist for a global medical technology company, supporting product launches, scientific conferences, and ten-plus major tradeshows each year.
Key Achievements
- Delivered 200+ marketing assets a year — EDMs, brochures, flyers, scientific posters — for 10+ major tradeshows and product launches
- 10% increase in lead generation within 18 months through cross-functional campaigns connecting R&D, sales, and marketing
- Coded all EDMs in HTML/CSS in-house, cutting agency turnaround and keeping every campaign on-brand across APAC
- Managed roadshows, client meetings, and scientific workshops end-to-end with consistent year-on-year attendance growth
Get in Touch
Open to senior marketing automation and B2B marketing roles in Sydney. I'd love to talk about where I can make an impact on your team.