ALICE LEATHER

Responsibilities:

• Led business operations at OgilvyOne, driving financial performance, operational efficiency, and team success.
  
• Managed P&L and was responsible for growth revenue, ensuring profitability, and aligning financial strategies with business objectives.
  
• Shaped and executed OgilvyOne's strategic direction, aligning with growth objectives and market opportunities.
• Spearheaded CRM and lifecycle strategies for major clients, including Mecca, Bunnings, Target, Bupa, Myer, and the AFL.
• Oversaw seamless implementation and optimization of Martech for enterprise clients, covering Marketing Automation, CDP, CRM, and personalization platforms.
• Designed and optimized loyalty programs and their customer engagement strategies for brands such as Penfolds, Lululemon, Scanlan Theodore, Lulu, and Bupa, enhancing customer retention and CLV.
• Provided thought leadership in lifecycle personalization and loyalty, translating industry trends and emerging technologies into scalable strategies.
• Led and mentored cross-functional teams, overseeing Strategy, Campaign, and Loyalty services.
  

Key Achievements:

• Defined the Australian loyalty proposition and rolled out an end-to-end loyalty framework, leveraging WPP's AI and automation platform
• Restructured and combined four agencies under new OgilvyOne Brand, improving collaboration and workflows between teams in Australia, Indonesia, and India.
  
• Developed a reusable lifecycle framework spanning industries—from retail to service—covering strategy, execution, and measurement, and rolled it out across client and internal teams.
  
• Oversaw the design and implementation of an AI-powered solution that streamlined and enhanced campaign creation for retail clients, reducing production times, and increasing campaign effectiveness.
• Led OgilvyOne’s expansion into Western Australia, securing five new clients for CRM and marketing automation strategy, and delivery.

Responsibilities:

• Led and managed four cross-functional teams (35+ members) across Campaigns, Delivery, Accounts, and Strategic Services, fostering collaboration, and driving performance.
  
• Developed and executed personalized CRM and lifecycle strategies for enterprise clients, including Mecca, Target, Bunnings, Bupa, and Mecca, enhancing customer engagement and retention.
• Facilitated transformation and solution workshops, engaging C-suite executives and multi-functional stakeholders to align on strategic objectives, and drive business outcomes.
  
• Provided strategic guidance on the selection, implementation, and roadmap of martech platforms, ensuring alignment with business goals and technological advancements.
  
• Designed data-driven CRM programs, leveraging models like RFM and customer segmentation to optimize engagement and retention strategies.
• Developed strategic frameworks to scale personalization efforts, including audience segmentation, content strategies, and measurement methodologies.
  
• Created internal strategy documents, including recruitment and training plans, to drive growth and adapt to emerging technologies.
  

Key Achievements:

• Oversaw the transition plan for WPP's acquisition of BHD, ensuring seamless integration and alignment with organizational objectives.
• Achieved 80% revenue growth from existing clients over three years through the development and execution of targeted, strategic initiatives.
• Managed the implementation of over eight marketing automation, personalization platforms, or CDPs, enhancing operational efficiency and client satisfaction.
• Led the development and execution of customer engagement strategies for the activation of the OnePass loyalty program across Target, Bunnings, and Kmart.
• Created strategic services, including the development of new products such as contract frameworks, maturity assessments, and measurement frameworks, driving innovation and service excellence.
  

• Managed CRM and life cycle strategy for key accounts for Target, Aesop, RACV, and AHM.
• Oversaw marketing automation, personalization, and CRM platforms across cross-functional teams.
• Developed personalization and CX strategies to drive revenue growth.
• Managed budgets, resources and projects.
• Conducted account reviews, providing strategic insights and recommendations for improvement.

• Company Overview: Melbourne, Australia
• Managed a team of 5, including development, UX, design, analytics, and project management.
• Lead the optimisation program for Coles, developing and a/b testing digital content and design to align with customer behaviors and increase conversion rates.
• Created testing roadmaps (A/B, multivariate, re-targeting, personalization) using Adobe Target, Analytics, and Audience Manager to drive revenue.
• Melbourne, Australia

• Company Overview: Melbourne
• Melbourne

• Company Overview: Melbourne
• Melbourne

• Company Overview: Melbourne
• Melbourne