Summary
Overview
Work History
Education
Skills
Timeline
Hi, I’m

Bernard Kassab

Operations & Strategy
Belmore,NSW
Bernard Kassab

Summary

Dynamic Strategic Operations Leader with extensive experience in managing diverse teams focusing on customer experience, delivery, streamlined process and structure. Proven track record in driving efficiency through automation and deploying integrated digital platforms, ensuring alignment throughout the customer journey while enhancing utilisation and cost-effectiveness from sales to product delivery and customer service to retention.

Expertise in scaling operations across multiple geographies while maintaining utilisation rates above 80 percent. This is demonstrated through successful deployments of integrated mobile, web, and enterprise CRM software, facilitating 4x growth while simultaneously managing the delivery of over 40 projects to a global customer base.

Driving a ‘training-first’ leadership style focusing on role clarity and skills development, allowing teams to confidently and autonomously deliver successfully on business initiatives. Enabling long-term retention of core team members and seamless onboarding of new staff during rapid growth periods.

Overview

18
years of professional experience

Work History

Emajin Golf
Milsons Point, NSW

Director of Operations, Strategy and Marketing
09.2024 - 12.2025

Job overview

  • Developed and implemented sales automation systems to facilitate 4x growth in sales team performance and reduce lead-to-sale closure time.
  • Led process automation initiatives and vendor consolidation efforts, resulting in an 18% decrease in annual operating costs and improved P&L outcomes.
  • Collaborated with CEO to oversee operations across three locations in three states. Led onboarding process for five new team members over a two-month timeframe. Facilitated strategic growth initiatives to establish a strong footprint in each state.
  • Facilitated team training on 5S principles to empower teams in achieving successful and independent project delivery.
  • Guided three direct reports in a newly formed marketing team to implement proactive marketing campaigns, enhancing lead generation by 98% and increased followers by 29% across platforms.
  • Developed and executed brand strategy in conjunction with acquisition and retention initiatives to minimize churn and optimize channel effectiveness.
  • Refined processes to enhance operational efficiency and support organizational goals.
  • Facilitated collaboration among diverse teams to implement strategic initiatives aimed at improving service delivery.

Arada Construction & Development
Pyrmont, NSW

Head of Operations and Strategy
09.2024 - 03.2025

Job overview

  • Designed and implemented a 5-year operational roadmap to facilitate alignment with company growth projections, enhancing capacity scaling efforts including deployment of Australian CSR and ESG framework improving community engagement and brand exposure.
  • Achieved scalable operational infrastructure through the systematic digitization of organizational procedures. Expanded team size by 4x and reduced onboarding duration to 5 days, enhancing efficiency. Realized a cross-team utilization rate of 76%, driving improved collaboration.
  • Conducted thorough analysis of service delivery workflows to identify and eliminate critical process bottlenecks, enhancing overall efficiency, resulting in a 20% reduction in project cycle times and improved resource allocation.
  • Adopted agile methodologies in strategic planning, employing sprints for campaign testing to accelerate market entry and adapt to local feedback, boosting speed-to-market by 30%.
  • Streamlined communication processes between stakeholders, improving collaboration and project transparency.

Trademark Group of Companies
The Rocks, NSW

Operations and Strategic Partnerships Manager
02.2024 - 05.2024

Job overview

  • Streamlined sales cycle and enhanced customer retention through digital automation, contributing to revenue growth by 47%
  • Strategically refocused go-to-market approach to support current sales opportunities while optimizing business systems for improved delivery resulting in an increased sales pipeline of over $500,000 in 3 months.
  • Facilitated a culture of continuous improvement by instituting feedback loops and workshops, leading to a 25% reduction in operational bottlenecks and improved member satisfaction.
  • Designed a structured approach for market entry planning that improved resource allocation and increased campaign conversion rates.
  • Developed strategic partnerships to enhance brand visibility and market reach. Negotiating agreements with key stakeholders, resulting in mutually beneficial collaborations by 15%.

Ucidity (Formally Designeri.am)
Sydney, NSW

Commercial Director (Strategy and Operations)
01.2008 - 02.2024

Job overview

  • I established my agency after experiencing inefficiencies and a lack of commercial acumen in traditional firms on the market. This venture allowed me to refine my approach to operational process, automation, brand and communications for corporate scalability.
  • Delivered over 40 projects within a 12-month timeframe, with an average 84% completed on time and under budget leading a customer churning rate of less than 9%.
  • Devise team driven processes and procedures which led to rapid adoption and allowed systems to be consistently relevant, reducing onboarding to 2-4 days and directly leading to a 70%-80% utilisation rate being achieved within their first week.
  • Developed a team of 27 people working in-house, hybrid, offshore and contracted across different projects, with a focus on role clarity communication, and most importantly skills development and training, leading to retention of the core team for over 5 years.
  • Enhanced P&L operating margins by identifying and eliminating systemic business waste, leading to an 80% improvement in operational productivity and a sustained 50% reduction in departmental overhead. This minimized over-all cost of delivery (COGS) and supported continued successes across departmental key performance indicators (KPIs).
  • Delivered comprehensive customer lifecycle maps, service blueprints, and personas, directly aligning people, processes, and technology to transform the end-to-end customer experience (CX).
  • Led the strategic deployment of CRM and Voice of Customer (VOC) ecosystems, establishing the technology landscape required to execute personalised, data-led customer engagement projects.
  • Directly nurtured over $800,000 in projects over a 12-month period. Highlight projects: Telecom saw a 27% increase in revenue, 72% increase in opportunities won; NDIS provider experienced 47.2% growth in membership; Software company productization reduced delivery time and cost by over 80%; Sporting association registrations increased by 22%, totalling over 4,000 new players.

Objective Software
North Sydney, NSW

Product & Design Specialist
02.2019 - 09.2019

Job overview

  • Monthly subscription revenue increased by 400% over a 120-day period – Largest single sale totalling $75,000.
  • Entry into new markets leading to opportunities with enterprise clientele.
  • Enterprise sale of 1,300 seats on 12-month subscription plan.
  • Designed user-friendly interfaces that enhanced customer engagement and satisfaction.
  • Collaborated with cross-functional teams to align design strategies with business objectives.

Synchro Marketing
North Sydney, NSW

Senior Designer/Lead UX Designer/Client Development
10.2014 - 10.2018

Job overview

  • Developing and maintaining client relationships for implementation of engagement programs with such brands as Toyota, Audi, SilverChef, and NBN.
  • Proposing and implementing tactical program incentives to drive client metrics.
  • Devised a methodology for simplified bespoke platform design with plug and play tools to reduce turn-around times and costs for platform implementation.
  • Ran internal training, workshops and WIP meetings.
  • Led creative projects from concept to execution, ensuring alignment with client branding strategies.
  • Mentored junior designers, fostering skill development and enhancing team collaboration.

Education

NpnHub
Online

Graduate Certificate from Associate Neuroplastician Credential
01-2025

University Overview

Vanderbilt University
Online

Certificate from Generative AI Leadership & Strategy Specialization
10-2024

University Overview

Vanderbilt University
Online

Certificate from Change Management For Generative AI
10-2024

University Overview

Google
Online

Certificate from AI Essentials
10-2024

University Overview

Google
Online

Certificate from Cybersecurity
09-2024

University Overview

OTEN
Online

Double Diploma from Business Management
07-2019

University Overview

OTEN
Online

Double Diploma from Marketing
07-2019

University Overview

Billy Blue College of Design
North Sydney, NSW

Bachelor (BCD) from Communication Design
11-2009

University Overview

Skills

  • Operational efficiency
  • Process mapping and improvement
  • Strategic planning and execution
  • Measurable goal planning
  • Product and service commercialisation
  • Revenue growth and forecasting
  • Customer retention
  • Sales and marketing strategy

Timeline

Director of Operations, Strategy and Marketing
Emajin Golf
09.2024 - 12.2025
Head of Operations and Strategy
Arada Construction & Development
09.2024 - 03.2025
Operations and Strategic Partnerships Manager
Trademark Group of Companies
02.2024 - 05.2024
Product & Design Specialist
Objective Software
02.2019 - 09.2019
Senior Designer/Lead UX Designer/Client Development
Synchro Marketing
10.2014 - 10.2018
Commercial Director (Strategy and Operations)
Ucidity (Formally Designeri.am)
01.2008 - 02.2024
NpnHub
Graduate Certificate from Associate Neuroplastician Credential
Vanderbilt University
Certificate from Generative AI Leadership & Strategy Specialization
Vanderbilt University
Certificate from Change Management For Generative AI
Google
Certificate from AI Essentials
Google
Certificate from Cybersecurity
OTEN
Double Diploma from Business Management
OTEN
Double Diploma from Marketing
Billy Blue College of Design
Bachelor (BCD) from Communication Design
Bernard KassabOperations & Strategy