Anthony Keal
Melbourne,VIC
Summary
Strategic digital leader with a rare combination of design, product strategy, technical development, and AI automation expertise, capable of delivering what most organisations would assign to a team. Over 10+ years, led end-to-end digital transformations spanning technology selection, formal procurement, UX design, workflow automation, talent development, and delivery governance. Known for identifying bottlenecks and engineering scalable solutions that eliminate waste and unlock capacity, with a consistent focus on measurable business outcomes.
Overview
12
12
years of professional experience
1
1
Certification
Work History
Head of Digital
Eden Brae Homes
Melbourne, VIC
06.2024 - Current
- Delivered immediate commercial impact upon appointment, reducing external agency spend from $25-30K to $5K per month by transitioning digital execution in-house, generating an estimated $250K in savings within the first year.
- Identified the strategic need for full platform re-architecture prior to appointment, then led end-to-end digital transformation from brief to launch within 18 months, delivering a 75% uplift in conversion rate through UX enhancements, performance gains, and content strategy improvements.
- Drove complete platform strategy from the ground up, selecting the technology stack, authoring the delivery brief, running a formal market tender, awarding a $250K+ contract, and serving as internal Digital Product Owner across IT, Marketing, Sales, and Operations through to launch.
- Improved site performance 4x through Core Web Vitals optimisation and structured data implementation, strengthening Technical SEO, UX, and paid media efficiency.
- Engineered API-driven publishing integrations and automation pipelines that eliminated manual data entry and asset preparation, saving 30 minutes per H&L package, 2 hours per home design, and reducing per-floorplan production from 30 minutes to seconds.
Digital Production Lead
Bright Labs
Melbourne, VIC
06.2021 - 06.2024
- Led cross-functional delivery team of producers and developers, scaling headcount 5x whilst establishing clear delivery standards and operating rhythms that maintained throughput across 20+ concurrent client projects.
- Transformed the production function end-to-end, overhauling delivery workflows, modernising infrastructure, and retiring legacy systems to build the operational foundations needed to scale quality output across an expanding portfolio.
- Evaluated and operationalised Craft CMS as the agency's core content platform, delivering 6 client projects and creating scalable content patterns that enabled faster delivery and consistent quality across teams.
- Addressed engineering capability gaps through a deliberate talent development strategy, restructuring team roles and advancing high-potential developers to achieve measurable improvements in code quality and delivery standards across the function.
Senior Producer & Developer Mentor
Annix / Bright Labs
Melbourne, VIC
01.2018 - 01.2024
- Mentored digital producers and developers across two agencies, supporting skill development and career progression; identified and advocated for team members ready to step into senior and leadership roles.
Senior Digital Producer
Annix
Richmond, VIC
04.2018 - 06.2021
- Advanced to Senior Digital Producer within 3 years, owning end-to-end delivery of website builds across design, front-end development, and project management for major Australian homebuilder clients.
- Led strategic planning, proposal development, and account management for key client accounts; contributed to agency growth through new business development.
Digital Designer & Producer
Annix
Richmond, VIC
08.2015 - 04.2018
- Delivered end-to-end digital products from concept through deployment, managing UI/UX design, front-end development, project coordination, and direct client liaison across a fast-paced agency environment.
Digital Designer
Hard Edge
Melbourne, VIC
08.2014 - 08.2015
- Designed and delivered print and digital assets for enterprise clients including Mercedes-Benz, Mercer, CNHI Industrial, and VicSuper; introduced UX design methodology to elevate the agency's design approach.
Education
Bachelor of Design - Digital Media Design
Swinburne University of Technology
Melbourne, VIC03.2014
Certificate III - Multimedia
Box Hill Institute
Melbourne, VIC11.2007
Skills
Agentic AI systems
MCP server development
Custom MCP tool building
Prompt engineering
LLM integration
Workflow automation
Digital asset pipeline automation
Craft CMS
WordPress
ClickUp
Figma
Adobe Creative Suite
Selenium
CI/CD pipelines
Git
GitHub
Tailwind CSS
API integrations
Web Performance
Structured Data
Technical SEO
HTML
CSS
System integrations
Data governance
Digital Platform Strategy
Product Ownership
Vendor Management
Agile
Scrum
Requirements Gathering
Digital Transformation
Roadmap Definition
Cross-functional team leadership
Stakeholder management
Talent sourcing
Mentoring
Development
Operational process design
Certification
- ClickUp Admin & Expert Certified, ClickUp, 03/01/25
- Cyber Resilience: Silver Level, Phished, 11/01/25
- Fundamentals of Digital Marketing, Google, 01/01/19
Leadership Experience
- Victorian Curriculum and Assessment Authority (VCAA), Melbourne, VIC, Industry Panel Member, 07/01/18, Reviewed and shortlisted VCE VET Creative and Digital Media student submissions for the Top Designs 2019 exhibition; contributed industry expertise to identify and recognise emerging digital talent.
- Annix / Bright Labs, Melbourne, VIC, Senior Producer & Developer Mentor, 2018 - 2024, Mentored digital producers and developers across two agencies, supporting skill development and career progression; identified and advocated for team members ready to step into senior and leadership roles.
Timeline
Head of Digital
Eden Brae Homes
06.2024 - Current
Digital Production Lead
Bright Labs
06.2021 - 06.2024
Senior Digital Producer
Annix
04.2018 - 06.2021
Senior Producer & Developer Mentor
Annix / Bright Labs
01.2018 - 01.2024
Digital Designer & Producer
Annix
08.2015 - 04.2018
Digital Designer
Hard Edge
08.2014 - 08.2015
Bachelor of Design - Digital Media Design
Swinburne University of Technology
Certificate III - Multimedia
Box Hill Institute