Summary
Work History
Additional Information
Skills
Tools
Quote
Accomplishments
Certification
Sophee Savage - UX & Digital Journey
Madeleine Prods-Moroney - Digital Journey Specialist
Katie Defries - Content Strategy
Shahbaz Ahmed - SEO Manager
Jeremy Lewington - Marketing Manager
Chris Hudson - Head of UX
Ruby Katelis - Content Producer
Duro Cubrilo - Director
Matt Lucas - Head of Digital
Darren Keppie - Head of Linkedin Account
Sarah Bartlett - Product Manager
Hi, I’m

Kristy Matheou

Digital
Melbourne,VIC
Kristy Matheou

Summary

Creative digital leader with 10+ years driving customer-first transformations. Expert in data-led content strategy, leveraging insights from analytics, AI, SEO, UX, and storytelling to boost discoverability, deepen engagement, and drive conversion. Proven success leading agile teams across website management, UX optimisation, comms planning, digital marketing, audits, and scalable governance. Recognised for collaborative leadership, strategic problem-solving, and a passion for crafting digital experiences that connect and convert.

Work History

Telstra

Senior Content Strategist
08.2021 - Current

Job overview

  • Led data-driven content strategies across Telstra.com, improving site traffic, SEO, discoverability, engagement, CTR, and conversion through audits, metadata optimisation, heatmapping, search trends, and performance benchmarking.
  • Redesigned key content hubs (Help & Support, Cyber Security & Safety, Families, Telstra Blog) to consolidate content, improve navigation, elevate SEO, and enhance user experience.
  • Introduced AI tools (e.g. CoPilot) to streamline workflows, accelerate decision-making, and improve content delivery efficiency.
  • Optimised internal search performance using targeted metadata and keyword strategies aligned with customer search intent.
  • Conducted strategic audits across Consumer, SMB, Help, and Blog domains to improve content quality, SEO, and maintain UX standards and governance.
  • Delivered actionable insights and strategic recommendations based on analytics and trends to drive continuous content improvement.

7-Eleven

Digital Content Lead
09.2019 - 08.2021

Job overview

  • Led content strategy and creation for the launch of 7eleven.com.au, covering key website domains—Products, Services, Fuel, Careers, Franchising, and Corporate.
  • Owned website experience, managing information architecture, governance, and UX optimisation to deliver a seamless, customer-first journey.
  • Managed SEO agency account, developing and executing SEO/SEM strategies to drive traffic, boost visibility, and improve discoverability across customer journeys.
  • Delivered end-to-end campaign execution, including content planning, creative briefing, and multi-channel launch, while maintaining brand governance aligned with 7-Eleven standards and the Digital Playbook.
  • Directed continuous improvement of site structure, UX design, and content optimisation to enhance performance and user experience.
  • Used Adobe Analytics to identify UX and layout improvements, enhancing user behaviour flows and content quality.
  • Contributed to customer journey transformation, supporting discovery, analysis, and delivery of optimised experiences through strategic content and UX design.
  • Led cross-functional teams—including nine partner groups—to shape site architecture, manage backlogs, facilitate daily stand-ups, and deliver the website on time.

Clemenger (Myer)

Digital Content Strategist
08.2018 - 08.2019

Job overview

  • Led content strategy across Myer’s owned digital channels, aligning execution with marketing briefs and digital transformation goals to drive business impact.
  • Supported website launch, collaborating with UX designers, copywriters, and producers to reimagine the site experience and deliver high-performing campaigns.
  • Designed tailored user journeys across web, social, and EDM channels, defining tone, language, and messaging to enhance customer engagement.
  • Used data and analytics—including research, trends, and Google Analytics insights—to inform content planning, improve user experience, and shape Myer’s digital direction.
  • Partnered with Clemenger BBDO and internal teams (UX, Online, Marketing) to ensure content execution aligned with strategic objectives.
  • Delivered content strategies that balanced creative storytelling with performance metrics to optimise user experience with a customer-first approach.

Light Project

Online Digital Specialist
08.2017 - 08.2018

Job overview

  • Led rebranding and website launch for Light Project, enhancing brand visibility and digital experience through strategic messaging and visual identity.
  • Directed multi-channel marketing campaigns across web, social, and EDMs, ensuring alignment with brand strategy and consistency across platforms.
  • Applied SEO best practices and analysed platform metrics using Google Analytics to optimise website content, improve discoverability, and guide ongoing strategy.
  • Executed end-to-end digital campaigns, from content planning and creative development to launch across multiple customer journeys.
  • Developed and managed the digital marketing calendar, aligning content with strategic goals, customer personas, and brand tone of voice.
  • Managed partnerships with freelancers and agencies, overseeing workflows from briefing to execution and ensuring consistent quality delivery.

Australia Post

Online Digital Specialist
04.2016 - 08.2017

Job overview

  • Led end-to-end content strategy and management across Australia Post website and social media, creating and optimising digital content to support brand and business goals.
  • Planned and executed digital campaigns, driving performance through continuous improvement and optimisation across web and social platforms.
  • Applied SEO best practices and reported on performance metrics, leveraging Google Analytics to analyse platform data and customer behaviour—translating insights into actionable strategies that enhanced discoverability and shaped digital direction.
  • Managed content operations, including daily website updates and publishing across digital channels, ensuring accuracy, relevance, and alignment with campaign objectives.
  • Maintained the digital marketing calendar, aligning initiatives with business priorities, customer insights, and strategic goals.
  • Collaborated with stakeholders to develop and deliver marketing briefs and campaign assets on time, ensuring alignment with brand and strategic guideline

Additional Information

Additional Information

Other contracts/freelance roles include: Cummins & Partners (Crown, Skyn, HCF), Frontier Media (New Balance), Officeworks, Spotlight, Swimwear Galore, Calvin Klein, and Sportsgirl.

Skills

  • Data-driven content strategy
  • SEO strategy and optimisation
  • Content performance auditing
  • Analytics and optimisation
  • Web and behavioral analytics
  • Conversion optimisation
  • Trend analysis
  • Customer-centric strategy
  • Analytical problem solving
  • Digital experience
  • Website management
  • IA and UX design
  • Digital planning and publishing
  • Platform benchmarking
  • End-to-end delivery
  • Agile methodology
  • Campaign management
  • Digital channel management
  • Digital marketing execution
  • AI and prompt engineering
  • Content governance embedding
  • Collaboration and leadership
  • Adaptability
  • Team player

Tools

Tools

AI Copilot, CMS platforms, Adobe Experience Manager (AEM), Adobe Analytics, Google Analytics, SEO BrightEdge, Technical SEO (SiteImprove), Google Trends, UX tools Content Square, Hotjar, Miro, Figma, Jira, Trello, Slack

Quote

Kristy's passion for data, content strategy and SEO shines through in everything she does. She always brings enthusiasm, positivity and a collaborative mindset to every project, focused on supporting the team and its goals. I have learned a lot from her and wish her continued success.
Zamanda Kwan - Product Owner

Accomplishments

Accomplishments

Help & Support Website Transformation
Redesigned Telstra’s Help & Support site, improving content strategy, SEO, and UX. Consolidated 80+ pages, enhanced navigation, reduced 35K monthly assurance calls, and increased discoverability for 750K+ monthly visits.

Cyber Security & Safety Experience
Redesigned Telstra’s Cyber Security and Safety IA, merging 100+ pages into a customer-focused hub. Achieved 78K unique visitors in 4 months, increased product orders and CTR, and improved SEO through metadata and keyword optimisation.

Telstra Blog Strategy & Migration
Optimised 150+ blog articles via audits and SEO. Increased unique visitors by 30% YoY, doubled product page visits and orders, and drove 28K new visits to new categories. Achieved 2,000+ daily article visits, with 76% of orders from app article engagement.

SEO strategy and channel growth

Driving organic growth, keyword auditing, trend ideation, competitor analysis to identify gaps, research, meta-data and on-page optimisation to align with search intent for Telstra blog, and hub strategies across H&S, Family, Mobiles, Cyber Security and Accessibility —delivering measurable outcomes to improve site traffic, discoverability, engagement and conversion.

Mobility Hub Blog Optimisation
Led content optimisation for Telstra’s Mobility Hub. Delivered SEO and UX enhancements, improved visibility, and increased conversion and CTR using heatmapping and benchmarking.

Families Hub Launch
Launched Telstra’s Families Hub using SEO, UX, and customer journey insights. Attracted 33K+ unique visitors (75% via SEO), published 20+ articles aligned with search intent, and boosted engagement through app placements.

Accessibility Hub Strategy

Led the end-to-end content strategy and optimisation of Telstra’s Accessibility and Disability Hub, resulting in over 7k total visits once launched, with 2k visits from SEO. Refining UX and content hierarchy based on heatmap insights—achieving a high CTR.

AI-Driven Content Strategy
Introduced AI tools (CoPilot) to enhance content workflows at Telstra. Created strategic prompts and actionable recommendations that accelerated decision-making and empowered teams.

Content Leadership
Coached and mentored teams across Telstra, upskilling them in content strategy, AI acceleration (prompt engineering), SEO keyword research and optimisation in meta-data. Delivered best practices for site hygiene, governance, quality assurance, SEO, and accessibility—leveraging strategic business tools to drive performance and capability uplift.

Internal Search Ownership
Managed Telstra.com internal search engine using metadata and keyword strategies. Increased search-driven engagement and conversions YoY.

Content Governance & Strategic Audits
Led audits across Telstra Consumer, SMB, Help, and Blog. Delivered insights that shaped strategic recommendations and backlog priorities. Achieved SEO, QA, and accessibility scores of 90+ within 18 months.

Website Launch & Content Strategy
Directed content strategy for the 7-Eleven website launch. Owned workflows, IA, and UX within the customer journey team.

Website Ownership & Campaign Management
Managed 7-Eleven’s website structure, SEO/SEM strategy, and UX design. Delivered end-to-end campaigns including planning, briefing, development, and launch.

Customer Journey Transformation
Led content strategy for 7-Eleven’s customer journey transformation. Supported discovery, analysis, development, and management of 7eleven.com.au.

Digital Transformation
Supported Myer’s digital transformation and website launch. Worked with UX designers and producers to deliver campaigns that increased traffic and engagement.

Brand Repositioning & Website Launch
Led marketing strategy, rebrand, and website launch for Light Project. Delivered end-to-end execution of the company’s repositioning.

Content Management Across Channels
Managed Australia Post’s websites and social content. Created and optimised content across owned digital channels.

Internal Digital Campaign
Executed a digital campaign for 2,000+ employees to promote LinkedIn Elevate. Drove 800 sign-ups, tripled company page views, and boosted employee brand awareness.

Certification

  • 2023 | MEL LEADERSHIP MANAGEMENT Telstra
  • 2019 | MEL STRATEGY MASTERCLASS Wearetank eCourse
  • 2016 | MEL DIGITAL MARKETING ContentKin eCourse
  • 2019 | ADVANCED DIPLOMA OF FASHION MERCHANDISING RMIT University, Brunswick
  • 2012 | DIPLOMA OF MANAGEMENT I RMIT University, Brunswick

Sophee Savage - UX & Digital Journey

Sophee Savage - UX & Digital Journey

Kristy is an absolute SEO hygiene genius, data/analytics whiz and an expert in digital content strategy. I can attest to her strategic thinking, analytical rigour and high quality content strategy work. She has an incredible ability to align content to both organisational values and audience needs. Kristy spearheaded comprehensive keyword research and optimisation strategies that significantly improved content visibility and performance. Working with Kristy is incredibly easy – she has such an intuitive way of working that makes her an ideal team member and collaborator. She brings clarity to complex topics and always communicates clearly, directly and efficiently. Personally, working alongside Kristy has had a lasting impact on my personal professional maturity and digital capability.

Madeleine Prods-Moroney - Digital Journey Specialist

Madeleine Prods-Moroney - Digital Journey Specialist

I had the pleasure of working with Kristy on enterprise-wide digital optimisation projects during our time together at Telstra. She has in-depth knowledge of content management systems and is highly skilled in the digital tools used to audit and optimise for eCommerce, general website hygiene and performance/conversion (Siteimprove, AEM, BrightEdge SEO). Approaching tasks with a curious mind, Kristy zooms out to consider the wider perspective and formulates solutions to address business opportunity gaps/needs. Her decisioning is always underpinned by data, and she brings a process-driven, collaborative flair to all her work.

Katie Defries - Content Strategy

Katie Defries - Content Strategy

I’ve had the pleasure of working with Kristy in my Digital Publishing Chapter team at Telstra as a Producer and then a Content Strategist. Kristy is dedicated and passionate about her work, meets or exceeds every deadline and always strives to do the best for the customer. She will regularly go the extra mile for the team and is highly enthusiastic about doing so.

Shahbaz Ahmed - SEO Manager

Shahbaz Ahmed - SEO Manager

I had an opportunity to work on 7-Eleven account and Kristy were leading content at that time. I found Kristy super collaborative and always opened to recommendations, I simply enjoyed working on the account. She led the content successfully during the most unprecedented time (covid-19 March 2020). I wish you all the best in the next chapter of your career knowing that you’ll ace it and you’ll be valuable asset of your team.

Jeremy Lewington - Marketing Manager

Jeremy Lewington - Marketing Manager

 Kristy is an extremely passionate digital content professional who brings a customer first lens to everything that she does. Whilst  working with her on the Velocity partnership, Kristy delivered best in class collaboration with internal and external stakeholders to  develop an impressive content solution across the 7-Eleven digital ecosystem that effectively balanced the business’ ambitions and the  customer’s needs. Kristy’s knowledge of the platforms and willingness to teach those around her will no doubt serve her well into the  future.

Chris Hudson - Head of UX

Chris Hudson - Head of UX

Kristy brings positivity, passion and proactivity to the projects she works on. As both a quick learner and a quick thinker, she makes an immediate and impactful contribution to the projects she works on. In her time at Cummins&Partners, Kristy was well-suited to the fast, highly collaborative and ever-changing working environment, taking it all in her stride and outputting some truly excellent work.

Ruby Katelis - Content Producer

Ruby Katelis - Content Producer

I had the pleasure of working with Kristy Matheou during her time as a Digital Content Strategist for Clemenger BBDO/Myer. From the get go, her understanding of customer needs impressed me. Not only was she able to quickly identify gaps in user engagement, but she was also able to plan and recommend content to improve Myer’s online experience. She is extremely creative, a fantastic collaborator and a standout idea generator. I throughly enjoyed my time as her colleague - her eagerness, passion and determination was something I always valued and something that will ensure her success in the future.

Duro Cubrilo - Director

Duro Cubrilo - Director

Whilst servicing the brand needs of our client Light Project I had the pleasure of working alongside Kristy. Our combined role  was the design and execution of the company’s entire new brand look and brand positioning, across all platforms from digital to  print. I found her a positive and efficient operator across the mountain of tasks that were required. Her professionalism and  competency directly facilitated the work coming to life.

Matt Lucas - Head of Digital

Matt Lucas - Head of Digital

Kristy has brought a positive attitude to every project she worked on, in particular the way she has organised and run our Linkedin  Elevate program has been admirable. In her capacity as Online Digital Specialist she has demonstrated excellent people skills and  has some very innovative ideas. She is organised and always available to lend a hand to her co-workers when necessary. Kristy is a  talented young professional with a bright future.

Darren Keppie - Head of Linkedin Account

Darren Keppie - Head of Linkedin Account

Passion. This is the one word that springs to mind when you think of Kristy Matheou. I had the pleasure of collaborating with Kristy recently, whilst she was working on the roll out of LinkedIn’s Elevate at Australia Post. I was particularly impressed by  Kristy’s tireless energy when encouraging her colleagues to embrace Employee Advocacy. She was always happy to go the  extra mile to help them register and then learn how to make the most of sharing high quality content via Social Media. Kristy and her fantastic “can do” attitude would be an asset to any team.

Sarah Bartlett - Product Manager

Sarah Bartlett - Product Manager

Kristy was a hard working member of the team and put in 110% to everything she did. As well as working with the small team in the office she communicated well with external stakeholders and vendors alike. Kristy worked well under pressure and excelled  with the e-commerce side of her role – she managed 4,000+ products online and worked with 60+ vendors directly.

Kristy MatheouDigital