IRENE BABU

Converge International is an industry leader in providing health and wellbeing and people risk management solutions such as EAP, counselling, crisis response, and consulting services.

Key Responsibilities

• Maintained, developed, and coordinated content for key business development platforms and tools, i.e. Website, LinkedIn, Blogs, E-magazine, App, tipsheets, brain bites, marketing templates and collateral.
• Supported CRM and client engagement initiatives with timely campaign assets and contents.
• Conducted market research to assess customer satisfaction/needs being met regularly and build feedback loops to guide customer strategy.

Key Achievements:

• Led the end-to-end launch of Converge’s new website and brand refresh, driving consistent tone of voice across social media, articles, and digital campaigns. Spearheaded HubSpot onboarding and rollout, resulting in a 29% increase in lead generation (from 680 to 880 leads) and improved traffic-to-lead conversion from 0.16% to 0.19%.
• Delivered strategic marketing campaigns across web, app, email, and event channels to support Converge's flagship programs including the Wellbeing Calendar, Flourish eMag series, and national conferences, contributing to 80,000+ app registrations and 40% of all bookings made online.

Stratton Finance is one of Australia’s leading financial services companies, offering tailored solutions in vehicle, equipment, and home financing. With a strong focus on innovation and customer satisfaction, the company serves both individuals and businesses nationwide.

Key Responsibilities

• Led end-to-end planning and execution of marketing campaigns for the Marine & Leisure and Franchise/Agency divisions, aligning closely with cross-functional teams.
• Supported lead generation and local marketing efforts across national franchise networks, including onboarding referral partners and delivering tailored campaigns.
• Coordinated key marketing events such as trade shows and conferences to strengthen brand visibility and customer engagement.

Key Achievements

• Streamlined referral partner onboarding and local marketing support, resulting in a 70% increase in lead generation and significantly improved campaign conversion rates through targeted B2B initiatives and refined partner processes.
• Led national franchise teams through a critical transition period, improving communications, reallocating local budgets, and introducing new campaign strategies, contributing to faster project turnaround and increased profitability across several regions.

Pattr is an AI-powered platform that helps organisations elevate customer engagement through conversational automation. By enabling seamless integration of AI into customer interactions, Pattr empowers businesses to scale communications and streamline workflows.

Key Responsibilities

• Managed website content, social media channels, and coordinated content releases to align with marketing objectives and brand voice.
• Oversaw A/B testing for digital ads and newsletters, and supported the planning and execution of industry events.
• Conducted market research and utilised tools like HubSpot, Google Analytics, and Databox to report on marketing performance and customer insights.

Key Achievements

• Improved campaign performance and content relevance by implementing structured A/B testing and performance tracking, which guided more strategic ad placements and newsletter engagement.
• Enhanced team alignment and resource efficiency by maintaining up-to-date marketing materials and sales enablement tools, ensuring Sales and Customer Success teams had timely and relevant collateral to support client conversations.

Pacific Rim Media Group is a creative multimedia production company delivering standout content across video, photography, design, and digital marketing. Known for its client-focused approach, PRMG helps brands craft compelling visual narratives across platforms.

Key Responsibilities

• Supported influencer and client communications, ensuring timely and professional handling of enquiries and deliverables.
• Assisted in content creation and maintained marketing reports, documents, and creative assets.
• Contributed to market research and promotional planning across various campaigns and projects.

Key Achievements

• Improved workflow efficiency by managing documentation and content assets, enabling the creative team to deliver high-quality work on tighter timelines.
• Enhanced influencer collaboration processes by coordinating cross-functional communications and supporting timely execution of campaigns across multiple media channels.

TOP is a strategy execution framework designed to help organisations achieve superior outcomes through proven models, tools, and methodologies. The platform supports businesses in eliminating inefficiencies and delivering results faster and more effectively.

Key Responsibilities

• Researched and developed strategic content for blog posts, articles, and books, while editing and systemising website copy for clarity and consistency.
• Optimised content for SEO using relevant tools and techniques to improve online visibility and engagement.

Key Achievements

• Boosted digital visibility and user engagement by refining SEO strategies and enhancing content structure, leading to improved web traffic and discoverability.
• Established a consistent content voice and framework across digital assets by standardising editorial processes and aligning content with core strategic principles.

SchoolApply is a digital platform connecting students with universities worldwide, providing expert guidance, curated content, and a range of resources—from application support to student testimonials and training programs.

Key Responsibilities

• Created and uploaded content for university webpages using platforms like Dashboard, Magento, and Umbraco.
• Supported social media and PR efforts by developing content for Instagram, Twitter, and Facebook channels.

Key Achievements

• Enhanced user engagement and brand visibility across social platforms by curating relevant, student-focused content that aligned with campaign objectives.
• Streamlined content management processes by efficiently using CMS tools, ensuring timely and accurate updates across multiple university profiles.

Elcometer is a global B2B leader in the design and manufacturing of inspection equipment for the coatings, concrete, and non-destructive testing industries, with over 70 years of engineering excellence.

Key Responsibilities

• Supported SEO initiatives and digital advertising campaigns using tools like Google AdWords and Spyfu.
• Created content for the company website, translating complex engineering information into accessible, customer-facing language.

Key Achievements

• Improved online visibility by contributing to data-driven SEO strategies and PPC ad optimisation, supporting increased traffic to key product pages.
• Enhanced user experience by simplifying technical content for web, improving clarity and engagement for a global B2B audience.