- Pilates ,Hiking, High-Intensity Interval Training, Surfing
- Artificial Intelligence (AI) and Machine Learning
- Blockchain Technology and Cryptocurrency
- Personal Development and Self-Improvement
- Passionate about balancing physical health with mental and emotional wellness
- Radical Candor, Strategy and Behaviour Science
Aroha Smith
Summary
Commercially focused marketing leader with 13+ years of experience turning bold vision into performance-led strategy.
Bridging creativity and data, I specialise in driving full-funnel growth, customer acquisition, and brand clarity across fintech, FX, SaaS, and other regulated industries. I simplify complexity, align teams, and accelerate go-to-market execution—delivering scalable outcomes through hands-on leadership, automation, and cross-functional collaboration. Whether building brands, optimising operations, or mentoring talent, I bring strategic momentum that transforms potential into measurable business impact.
Overview
12
12
years of professional experience
1
1
Certification
Work History
Fractional Consultant
Self-employeed
02.2025 - Current
- Evaluated client needs and expectations, establishing clear goals for each consulting engagement.
- Liaised with customers, management, and sales team to better understand customer needs and recommend appropriate solutions.
- Collaborated with cross-functional teams to successfully deliver comprehensive solutions for clients.
- Managed client relationships through regular check-ins and updates on project progress.
Global Marketing Manager
Ox Securities
Chatswood
11.2023 - 01.2025
- Company Overview: Global Forex and CFD provider
- Designed and executed full-funnel programmatic advertising strategies using DotDigital, DV360 and CM360, integrating real-time bidding, audience segmentation, and dynamic creative optimisation (DCO) to drive brand uplift and acquisition.
- Recruited and led a high-performing marketing team, driving operational efficiency and strategic execution.
- Developed and implemented data-driven acquisition and retention campaigns, leveraging Google Analytics 4, Looker Studio, and Power BI for real-time performance insights.
- Enhanced SEO and content strategy, improving search visibility and organic lead generation.
- Spearheaded personalised audience targeting through Floodlight tracking and first-party data integration, increasing conversion rates and reducing CPA.
- Led the research & development of new financial products (transactional card, IRESS integration) with data-backed market insights.
- Collaborated with sales, IT, and customer service to optimise customer journeys, enhance onboarding, and improve UX.
- Boosted sales revenue with successful product launches in international markets, ensuring proper messaging and positioning.
- Enhanced customer engagement by designing and executing tailored events, webinars, and trade show appearances.
Global Marketing Manager
IC Markets
Sydney
05.2022 - 11.2023
- Company Overview: Global Forex and CFD provider
- Managed global programmatic marketing campaigns across display, video, and native formats, leveraging DV360’s AI-driven bidding and custom intent audience targeting.
- Led UX research & development for website redesign and onboarding improvements, optimising conversion paths through A/B testing and behavioural analytics.
- Spearheaded market expansion strategies into MENA, LATAM, and SE Asia, ensuring compliance with regional regulations while maximising acquisition efficiency.
- Developed and launched new financial products, aligning branding and messaging with audience intent and affinity-based targeting.
- Built and managed a team of 10 across global & LATAM regions, ensuring seamless collaboration and knowledge sharing to execute simultaneous projects competitively.
- Introduced SaaS marketing automation systems (HubSpot, Bynder, SimilarWeb) to improve workflow efficiency and campaign personalisation and automation.
People & Events
DLA Piper
Sydney
10.2020 - 04.2022
- Company Overview: Corporate Global Legal
- Developed high-impact digital activations and audience engagement strategies during COVID, ensuring brand visibility and client retention.
- Managed vendor and stakeholder relationships, leading to successful event execution.
Marketing Director
AGCL Fund Management / SDCE
Sydney
04.2018 - 03.2020
- Led data-driven marketing strategies across fintech, digital banking, and investment sectors.
- Built high-value industry partnerships and implemented automated lead nurturing funnels to drive ROI.
Marketing & Partnerships
JDL Strategies
North Sydney
11.2015 - 04.2018
- Developed SEO, EDM, and ATL campaigns to drive brand awareness and sales funnel efficiency.
- Executed large-scale industry events and partnerships, including government-backed initiatives.
- Partnerships – Proactively responding to the change in regulations and Licencing within Financial services industry. Conducted sold-out events with well-known speakers (e.g. Minister Victor Dominello) over a 12-month business strategy and marketing campaign.
Marketing Manager (ANZ)
Syneron Candela
North Sydney
11.2013 - 12.2015
- Managed greenfield ANZ marketing operations, establishing the brand as a leader in the aesthetic device market.
- Oversaw budget optimisation, digital presence, and event marketing strategies.
- Produced various workshops, seminars and speaking engagements for KOL and Business Development teams.
- Industry Recognition - My Face My Body winners: Most Innovative Product (Picoway), Best Body Shaping Device (Velashape), Best contouring device (Ultrashape), Best Customer Service (Clinical Team)
Education
Master of Business Administration - MBA
Australian Institute of Business
Graduate Certificate - Applied Finance
University of Wollongong
01.2023
Graduate Certificate - Business Marketing
Australian Institute of Business
01.2016
Bachelor of Psychology - undefined
University of Western Sydney
01.2005
Skills
- Growth & Full Funnel Strategy (ATL, BTL, OOH, Digital, SEO, PPC, Paid Media, Sponsorships, Podcasts, Events, In-Game & Mobile, Programmatic, Partnerships, Social – including Chinese Socials)
- Optimisation & Performance Marketing
- Customer Acquisition & Retention Strategies
- Marketing Analytics, Optimisation & Reporting
- Brand Up Lift & Awareness Strategies
- UX/UI Optimisation & CRO
- Marketing Automation & AI
- Brand & Product Positioning (Global & Regional Markets)
- Budget & ROI Management
- Leadership & Cross-Functional Collaboration
- PR, Media, and Event Strategy
- Project & Stakeholder Management
- Brand & Creative Strategy
- Team Mentoring
Accomplishments
- Supervised team of [Number] staff members.
- Achieved [Result] by introducing [Software] for [Type] tasks.
Portfolio
TVC
“They are Fast, but we are Faster”
“Trade Up”
“Wrong Tools”
Podcasts
ICYourTrade 3
ICYourTrade 2
Sponsorships
Global Sponsor Rugby S7s Sth Africa Official Partner ITT Final Table Tennis
Educational Webinars
Fundamental Analysis
In the Media
IC Markets
Technical Proficiencies
Martech & CRM: HubSpot, Salesforce, DotDigital, Bynder, SEMrush, SimilarWeb, Marketo
Project Management: Monday.com, Jira, Notion, SharePoint, Teams
Analytics & Automation: Google Analytics, HEX, Google Tag Manager, Power BI, Looker Studio
Digital Advertising: Facebook Ads, Google Ads, Programmatic, AdRoll, Taboola, Display & Video 360
Creative & UX: Figma, Adobe Suite, Canva
Social Media: Weibo, Wechat, Redbook (Xiaohongshu), Douyin (Tiktok CN) & Tiktok (US), X (Twitter), Reddit, Youtube, Streaming (Spotify, Apple, Google), Whatsapp, Telegram, Signal, Eventbrite, SnapChat.
Certification
- Google Certification Credentials https://www.credential.net/profile/arohasmith93610/wallet
- LinkedIn linkedin.com/in/ahs978234/
- Project Management, PMBOK. TAFE.
Interests
Timeline
Fractional Consultant
Self-employeed
02.2025 - Current
Global Marketing Manager
Ox Securities
11.2023 - 01.2025
Global Marketing Manager
IC Markets
05.2022 - 11.2023
People & Events
DLA Piper
10.2020 - 04.2022
Marketing Director
AGCL Fund Management / SDCE
04.2018 - 03.2020
Marketing & Partnerships
JDL Strategies
11.2015 - 04.2018
Marketing Manager (ANZ)
Syneron Candela
11.2013 - 12.2015
Graduate Certificate - Applied Finance
University of Wollongong
Graduate Certificate - Business Marketing
Australian Institute of Business
Bachelor of Psychology - undefined
University of Western Sydney
Master of Business Administration - MBA
Australian Institute of Business