David Cook
Perth,WA
Summary
Experienced leader, communicator, and technologist with a strong background in marketing strategy, business intelligence, and product management. Recognized and awarded for expertise as a senior marketing and product management strategist and analyst within telecommunications and high-tech industries. Skilled in designing and executing large-scale marketing initiatives, including B2C/B2B social and branding campaigns, integrated marketing, demand generation, account-based marketing, and customer loyalty programs. Proficient in orchestrating complex projects involving multiple stakeholders, such as external partners, agencies, media outlets, and government entities. Known for clear communication style, captivating storytelling abilities, and keen journalistic skills that uncover how technology can effectively achieve human goals.
Overview
27
27
years of professional experience
Work History
Senior Marketing Communications Specialist
Telstra
01.2020 - Current
- Serve as the connection between sales and marketing teams to design, build and execute marketing and competitive intelligence strategies for verticals – Mining, Energy, Agribusiness, Supply Chain & Retail - to positively influence customer experience, sales and revenue outcomes in each of these groups
- Design and execute demand generation, event activations and partner collaborations to drive awareness, consideration and preference for Telstra's brand and its enterprise offerings, and support sales in identifying and converting latent pipeline into revenue
- Orchestrate more than 60 mandatory communications projects for Telstra Enterprise's Customer Retention and Engagement mission per year, across all of Telstra Enterprise's customer base
- Ensure customers receive clear and timely notifications of exits and pricing variations by coordinating the work of product, legal, marketing, brand, pricing, analytics and automation teams.
Senior Marketing Operations Specialist, Content and Analytics
Broadcom, Inc. / CA Technologies
01.2018 - 01.2020
- Analysed and communicated to senior executives the impact of marketing activity, by designing and implementing account-based marketing and sales coverage models for six hundred key accounts
- Authored, coordinated, and produced multimedia content for internal and partner publications, including blogs, columns, articles, and podcasts
- Oversaw web content management and migration projects; and developed and operationalised web and social analytics with sales and marketing leadership.
Senior Principal, Global Marketing Operations
CA Technologies
01.2012 - 01.2018
- Developed analytics and communicated strategic insights about how the business generated $3USbn in pipeline and converted it to $US1bn in revenue
- Facilitated regular C-Level briefings, contributed to yearly strategic planning process
- Developed and delivered targeting, analytics, and predictive modelling
- Product owner of CA's global Contact Management function, responsible for data warehouses containing details, history and preferences of ~10M customers and prospects across 45 countries, co-ordinating a globally distributed team of vendors, contractors, and internal personnel to ensure data availability, hygiene and relevance.
Director, Regional Marketing Operations
CA Technologies
01.2007 - 01.2012
- Leader of Strategic Planning and Execution function, Asia-Pacific and Japan, reporting to SVP, Global Business Operations
- Developed closed loop lead management models and evangelised their use and interpretation.
Director, Regional Field Marketing
CA Technologies
01.2005 - 01.2007
- Led AU/NZ Enterprise Marketing, reporting to APJ VP of Marketing
- Coordinated marketing team and $1M budget to execute online and live events, including the flagship CA Expo conference
- Spokesman, event speaker and media liaison for thought leadership initiatives
- Developed and directed sales and marketing plans for regional operations and business units
- Educated Sales teams on messaging and account-based-marketing plans
- Local lead for SAP implementation of Lead and Marketing functions, led the rollout of a global marketing automation centre of excellence.
Product Manager, Configuration and Change Management
Platinum Technologies / CA Technologies
01.2001 - 01.2005
- Directed the development and marketing of software products representing $64M in revenue for CA's mainframe and distributed Configuration and Change Management division: CA Harvest, CA Enterprise Workbench, CA Raveler.
Senior Consultant, Head Trainer
Platinum Technologies
01.1998 - 01.2001
- Founding member of Internet Solutions Group - online development services, product development, and online business strategy development
- Head Trainer for ColdFusion and Web technologies.
Journalist/Newsreader
98.5 Sonshine fm, 98FM Geraldton Perth, Wesgo Radio Network
- Researched, gathered and delivered local news content, led community relations, delivered national network coverage of the WA Inc Royal Commission
Owner/Director
enFusion
- Owner and Lead Developer of a project-based start-up to design, develop and support personalised web portals and online tipping competitions to customers of a major ISP.
Education
Guest Speaker/Lecturer - Technological Change and Innovation, Technology Marketing -
Victoria University
Online01.2024
Executive Master of Business Administration (MBA) -
The University of Western Australia
Perth, WA06.2015
Mini-MBA in Marketing -
Marketing Week
Online06.2023
Skills
- Marketing Strategy and Analytics
- Marketing Communications
- Marketing Automation
- Business Intelligence
- Stakeholder Management
- Change Management and Organisational Transformation
- Agile/Scrum mastery and facilitation
- Writing, Hosting and Podcasting
- Academic and Researcher of Online and Remote Learning
Accomplishments
- Digital Business Development planning award for CA Technologies
- Above and Beyond: “David is skilled at taking complex concepts and ideas and distilling them into a visually compelling and easy to digest view which is actionable.”
- Teamwork award in designing new planning processes and models for sales and marketing for CA Technologies
- Above and Beyond: “David brings inspiring ideas that motivate the team and challenge our ways of thinking”
- Analysis and leadership in pipeline generation reporting award for CA Technologies
- Delivery of mission-critical BI prototype in a limited timeframe award for CA Technologies
Onairexperience
- On-Air Host/Presenter/Podcaster, Telethon WA – representative of Telstra, 2022-01-01, 2023-01-01
- Re:Frame Podcast – what's NOW and NEXT for the mainframe, soundcloud.com/reframepodcast, 2019-01-01, 2020-01-01
- Tech Café – A Radio Show About Living with Technology, soundcloud.com/bonwag/sets/tech-cafe-podcast-version, 2011-01-01, 2013-01-01
Publications
“Stickiness”: gauging students’ attention to online learning activities, Information and Learning Science, Robinson, Cook, 2018
Volunteer Experience
Volunteer - ‘MoonHack’ – Telstra Foundation – hackathon to develop online training and game/app development tutorials for schools, 2022-01-01, 2023-01-01
Timeline
Senior Marketing Communications Specialist
Telstra
01.2020 - Current
Senior Marketing Operations Specialist, Content and Analytics
Broadcom, Inc. / CA Technologies
01.2018 - 01.2020
Senior Principal, Global Marketing Operations
CA Technologies
01.2012 - 01.2018
Director, Regional Marketing Operations
CA Technologies
01.2007 - 01.2012
Director, Regional Field Marketing
CA Technologies
01.2005 - 01.2007
Product Manager, Configuration and Change Management
Platinum Technologies / CA Technologies
01.2001 - 01.2005
Senior Consultant, Head Trainer
Platinum Technologies
01.1998 - 01.2001
Journalist/Newsreader
98.5 Sonshine fm, 98FM Geraldton Perth, Wesgo Radio Network
Owner/Director
enFusion
Guest Speaker/Lecturer - Technological Change and Innovation, Technology Marketing -
Victoria University
Executive Master of Business Administration (MBA) -
The University of Western Australia
Mini-MBA in Marketing -
Marketing Week
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