Maz Seyed
Sydney,Australia
Summary
Professional Highlights:
- Digital Optimisation: Proven track record in optimising digital platforms to elevate user experiences, resulting in substantial business growth.
- Leadership: Experienced product owner and squad lead, adept at guiding cross-functional teams to deliver high-impact projects.
- Project Management: Successfully managed complex website re-platforming initiatives, ensuring seamless content strategy execution and compliance.
- Customer Experience: Dedicated to enhancing customer journeys through innovative strategies and data-driven insights.
Key Achievements:
- Revenue Generation: Spearheaded projects that generated millions in revenue by improving digital interfaces and customer engagement.
- NPS Improvement: Led initiatives that significantly boosted NPS, demonstrating a strong commitment to customer satisfaction.
- Content Strategy: Delivered robust content strategies that align with business goals and regulatory standards, ensuring successful implementation across platforms.
With a focus on customer-centric solutions and a deep understanding of digital landscapes, I am committed to driving growth and excellence in every project I undertake.
Overview
11
11
years of professional experience
Work History
Digital Product Owner
IAG Insurance
06.2022 - 07.2024
- Led the management and optimisation of multiple IAG brochureware websites, including the flagship NRMA brand
- Collaborated and led with a cross-functional team of developers, testers, producers, content writers, and UX/UI designers to define and execute the product roadmap for strategic business initiatives, marketing campaigns, digital priorities, and ongoing support
- Championed a data-driven, iterative approach using Adobe Target to assess the impact of design and content changes on customer engagement and satisfaction
- Utilised qualitative user testing during UX and UI design phases, alongside quantitative historical data and A/B testing results, to inform and implement website enhancements
- Maintained continuous engagement with delivery teams, business analysts, iteration managers, designers, analytics experts, producers, product managers, architects, and various stakeholders to capture requirements, communicate milestones, and ensure the timely delivery of key roadmap items
- Partnered with key product stakeholders to successfully launch new services for NRMA, including the 2021 launch of the carbon offset initiative. A/B tested and successfully increased quote starts by 4%
- Led the website migration strategy for the biggest website transformation for NRMA which meant changing from a state-based content strategy to a uniform strategy and consolidating all eastern customers to the same products as the western states.
- Worked on compliance related tasks and ensured we were compliant and met key deadlines.
Digital Optimisation Lead
Foxtel
07.2021 - 06.2022
- Responsible for developing and managing plans/roadmaps for digital optimisation team, this includes experimentation, MVT and personalisation plans
- Identifying and supporting execution of A/B and MVT testing opportunities including, hypothesis creation, concepts, creative designs, defining success metrics and supporting analyst with post-test insights and reporting
- Using both qualitative and quantitative insights to identify breakpoints in customer experience and track and interpret customer behaviour to maximize customer experience and conversion rates
- Supporting other digital projects impacting digital adoption and digital self-serve capabilities
- Stakeholder management, working with legal, technical and product teams for approvals of revised customer journeys.
Senior Digital optimisation specialist
Allianz
11.2018 - 07.2021
- Led the digital optimisation role at Allianz running up to 3 tests a month and reducing quote drop out rates and increasing quotes completed resulting in millions of sales uplift.
- Optimising all of Allianz Australia digital experiences across motor, landlord, home, and small business insurance to drive positive customer experiences and achieve revenue targets
- Diagnosing and exploring customer problems, both through qualitative and quantitative insights and identifying high dropouts, optimisation opportunities and points of customer dissatisfaction
- Working alongside UI/UX teams to prototype, wireframe and design user interfaces for both user and A/B testing and implementation
- Collaborating with Allianz Digital and Customer Experience stakeholders to understand the end-to-end customer journeys and make recommendations regarding website design and user experience
- Working in partnership with other teams in Allianz Digital as well as Technology, Technical, Legal and Distribution to improve our eCommerce usability and capability to achieve our sales revenue targets
- Reporting on initiatives performance (inflight and post implementation reviews), providing insights and recommendations to lift sales and conversion rates.
Digital Optimisation Specialist
Cloud.IQ
02.2017 - 11.2018
- Responsible for the digital marketing campaigns for well-known enterprise clients including Weight Watchers, Oroton, and Bed Bath N Table
- Responsible for maximizing conversions and identification of optimization opportunities through frequent monitoring, analysis, and A/B testing.
- Built and managed relationships with key clients and partners to drive growth.
- Collaborated with cross-functional teams to achieve project goals on time and within budget.
Digital Account Manager
Sensis Yellow Pages
10.2013 - 02.2017
- Responsible for market management of an existing portfolio of clients (up to 700 account/financial year) worth up to $1.1 million
- Lead development and design of effective advertising strategies for clients in both metro and regional locations
- Positioned advertising by ensuring the response not only met the clients' needs but is also competitive
- Developing and delivering client presentations detailing market trends, economic indicators, and product positioning to clients' senior leadership team, including marketing, finance and operations
- Ensuring clients are kept fully aware of new & emerging online products and services offered by Sensis through regular contact.
Education
Bachelor of Business - Marketing, HRM
University of Technology, Sydney
Sydney, NSW01.2012
Skills
- Strong analytical skills, with Google Analytics and Adobe Analytics
- Adobe Target experience
- Strong leadership and time management skills
- Extensive problem-solving qualities, with high attention to detail
- Proficient in Microsoft Word, Excel and Outlook
- High level of creativity and pain point identification
- Understanding of customer experience tools such as Tealeaf, Hotjar and Content Square
- User testing surveys using usertestingcom
- Release planning
- Product Backlog Management
- Roadmap development
- Lean principles
- Agile frameworks
- Problem Identification
- Risk Assessments
- Agile Methodology
- Scrum Methodology
- User Acceptance Testing
Personal Information
Title: Digital Optimisation Manager
Timeline
Digital Product Owner
IAG Insurance
06.2022 - 07.2024
Digital Optimisation Lead
Foxtel
07.2021 - 06.2022
Senior Digital optimisation specialist
Allianz
11.2018 - 07.2021
Digital Optimisation Specialist
Cloud.IQ
02.2017 - 11.2018
Digital Account Manager
Sensis Yellow Pages
10.2013 - 02.2017
Bachelor of Business - Marketing, HRM
University of Technology, Sydney
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