Jennifer Sumner
Brisbane,QLD
Summary
Results-driven Digital Marketing Specialist with five years of experience in executing performance-focused strategies. Manages comprehensive marketing processes, including strategy development, campaign execution, optimization, and reporting. Combines performance marketing with creative direction to enhance brand alignment across digital channels and content formats.
Overview
9
9
years of professional experience
Work History
Head of Marketing & Lead Generation
DCS Franchise Group
05.2022 - Current
- Own the overall marketing strategy at a business-wide level, including funnel design from first touch through to qualified lead and conversion
- Design, manage and continuously optimise lead generation funnels across paid media, organic channels and owned platforms
- Led digital marketing, demand generation and performance marketing across multiple brands, overseeing planning, execution, optimisation to achieve measurable results.
- Oversee paid media activity including campaign structure, budgets, creative direction, performance review and optimisation
- Managed CRM setup and workflows, automations, lead routing, scoring, lifecycle stages and reporting to enhance lead management efficiency.
- Build and maintain marketing automation processes to support lead nurturing, follow-up and conversion
- Act as the senior point of contact for marketing strategy, performance reviews and ongoing optimisation with internal stakeholders and leadership
- Led creative and brand-focused marketing alongside performance activity, aligning both areas for cohesive strategy and execution
- Set creative direction for campaigns including messaging, tone of voice and visual direction
- Balance creative execution with performance outcomes, lead quality and commercial objectives
- Built and scaled structured marketing and lead generation function, establishing clear accountability and reporting standards to ensure alignment with business goals.
- Improved lead quality, campaign consistency and data visibility across all brands.
- Shifted marketing from execution-focused delivery to strategy-led, data-driven decision making.
- Trusted to guide marketing direction, funnel performance and commercial outcomes at a senior level.
- DC Strategy helps businesses grow and scale through franchising, providing end-to-end franchise development, marketing and advisory services across Australia and internationally.
Campaign Account Manager
DCS Franchise Group
- Planned, executed and optimised campaigns across paid media, email marketing and lead funnels.
- Managed digital marketing and lead generation campaigns for diverse client portfolio, driving engagement and growth.
- Developed tailored lead generation strategies aligned to each brand’s audience and growth goals.
- Conducted client performance reviews to improve lead quality and conversion rates, identifying optimisation opportunities.
- Enhanced campaign efficiency and lead quality through structured testing and optimisation initiatives.
- Built client trust through transparent reporting and actionable insights, providing targeted strategic recommendations.
Digital Marketing Coordinator
DCS Franchise Group
- Executed digital marketing campaigns for multiple brands, increasing brand visibility and engagement.
- Coordinated campaign setup, content updates, CRM hygiene, and lead tracking to optimize operational efficiency.
- Managed reporting, scheduling, and campaign administration to support informed decision-making and strategic marketing initiatives.
Buyers Department Administrator
City Beach Head Office
07.2017 - 01.2022
- Coordinated product for EDMs, social content, and promotional shoots to align with marketing strategies, enhancing overall campaign effectiveness.
- Assisted with merchandising planning and campaign reporting to ensure alignment with commercial outcomes.
- Supported senior stakeholders in fast-paced retail environment, improving campaign coordination and brand activity execution.
Education
High School Diploma -
Wavell State High
Brisbane12-2018
Skills
- Digital marketing strategies
- Lead conversion
- Performance marketing
- Funnel design
- Campaign planning
- Advertising management
- Marketing analytics
- Campaign insights
- HubSpot CRM
- Media planning
- Brand development
- Market analysis
- Social media management
- Stakeholder engagement
- Digital marketing expertise
- Marketing strategy development
- Customer relationship management
- Campaign execution
- Performance optimisation
Timeline
Head of Marketing & Lead Generation
DCS Franchise Group
05.2022 - Current
Buyers Department Administrator
City Beach Head Office
07.2017 - 01.2022
Campaign Account Manager
DCS Franchise Group
Digital Marketing Coordinator
DCS Franchise Group
High School Diploma -
Wavell State High