April Murphy-Christian

A highly visible and strategic role focused on identifying opportunities to increase value across the customer lifecycle.

• Owning the development, prioritisation and execution of high value, agile product roadmaps
• Generating new ideas to engage customers
• Working as part of, and influencing, the cross-functional Growth team and external stakeholders including Design, Engineering, Legal, Business Development, Marketing and Insights
• Representing the Growth stream in Executive steering meetings, steering business growth on a fortnightly basis
• Transforming complex ideas across web, mobile and TV apps and marketing integrations into detailed, digestible product requirements
• Developing and executing an always on A/B testing program of work to inform product experiences
• Designing and executing new promotional redemption flows for Business Development and Partnership integrations
• Management of complete product lifecycle for Growth products and features, from ideation through to post-launch support
• Commercial reporting; core contact and collaborator with C-suite and the broader strategy team to forecast, report on performance of, and set growth initiatives.

A hybrid role focused on bringing the broader marketing team together to drive a stronger relationship with customers.

• Setting vision and strategy for customer relationships
• Taking Stans CRM program of work from 0-1 before scaling it to become a core part of Stans growth strategy
• Leading a team of CRM Executives and overseeing the planning, creation and optimisation of both ad-hoc and automated lifecycle campaigns to drive acquisition, retention and feature adoption
• Identifying and analysing behavioural segments
• Drawing meaning from data and segmentation to create tailored strategies to meet customer needs
• Creating compelling stories to engage customers across multiple cohorts and channels

• Working cross-functionally with broader marketing team to create targeted engagement strategies focused on converting lead to purchaser and increasing LTV
• Lead the successful migration of CRM platforms including project planning and execution, managing user acceptance testing, data migration, documentation of all data and end points and post-implementation support.
• Prioritisation of customer account features based on value to steer feature adoption focus
• Execution of mobile app launch marketing strategy
• Support on overhaul of 'My account' features
• Copywriting + final approver on eDM + push notifications
• Analysis and optimisation of email communications - including ownership of email deliverability health

This role focused on the growth of Vidados travel marketplace and the growth of Vidados' travel partners by acting as an agency.

• Concepting, launching and marketing new products based on customer feedback
• Influencing travel partners to participate in core email cross-marketing program
• Planning, creating and optimising marketing and web materials to convert travel companies to travel partners and adopt product features
• Planning, creating and optimising marketing and web materials to drive sales
• Analysing and acting upon market demand for product offering