Summary
Overview
Work History
Education
Skills
Training
Timeline
Generic

Mark Elkherbotly

Melbourne

Summary

Analytically minded leader with over 12 years of experience in CX, CRM, loyalty, marketing automation, and analytics. Seeking to leverage experience, collaborative team building, and Martech expertise to assist a forward-thinking, data-driven organization in achieving its customer experience and CLTV goals.

Overview

18
18
years of professional experience

Work History

General Manager - Marketing Operations

GPC Asia Pacific
05.2024 - Current
  • Led a high performing team managing the group's Retail Loyalty, Trade CRM, Marketing Automation, Performance Marketing, Retention Marketing, Research & Analytics
  • Directed comprehensive loyalty & CRM efforts to exceed revenue targets consistently while maintaining customer satisfaction levels.
  • Maximized efficiency by coaching and mentoring personnel on management principles, industry practices, company procedures, and technical solutions.
  • Drove year-over-year business growth while leading operations, strategic vision, and long-range planning.
  • Championed continuous improvement initiatives that enhanced operational performance across all departments such as our L&D Marketing Campus program

Group Head of Marketing Operations – Customer, Martech & Performance

GPC Asia Pacific
05.2024 - Current
  • Collaborated with sales, finance and IT teams to develop a new Loyalty program across Australia and New Zealand
  • Increased brand awareness by developing and implementing strategic marketing campaigns.
  • Enhanced customer engagement with targeted interaction strategies and advanced segmentation
  • Implemented data-driven decision-making processes to guide innovative marketing strategies.
  • Developed and implemented a new team structure in order to create and improve required Marketing Ops streams
  • Launched a successful Loyalty Program that significantly grew membership base
  • Championed cross-functional collaboration, working closely with IT, sales and finance teams to create cohesive solutions for our customers and store teams.

Group Head of Loyalty & Customer Experience/CRM

Munro Footwear Group & Fusion Retail Brands
01.2019 - 01.2021
  • With a mixture of 10 brands/ Divisions, the group incorporated 5 OMNI-Channel retailers and 5 Pure-play brands.
  • Responsible for All of the Group’s CX/Retention functions including.
  • Loyalty & CRM
  • Reporting & Analytics – CLTV, Retention & Satisfaction
  • Marketing Automation
  • Customer Care & Chat
  • E-Store
  • CRM Dev
  • Develop, implement & maintain group wide retention strategy.
  • Scope, implement & monitor all loyalty initiatives across the group
  • Lead departmental budgets and contract negotiations.
  • Key Achievements:
  • Grow Overall database by ~ 2 million members.
  • Innovate reporting & analytics capability, providing greater visibility throughout the group.
  • Implement Marketing BI tool, enabling greater cross-channel visibility of customer’s browsing & transactional behavior.
  • Reduce unsubscribe rate by 76%, through improving the customer’s Onboarding & Lifecycle management experience
  • Unify Customer care teams’ platform across the group (10 Brands).
  • Ticketing System
  • Live Chat – New Implementation for all sites
  • Phone System
  • Unify Marketing Automation Platform across the group (10 Brands).
  • Contribute to aggressive online expansion that saw over 250% increase in web sales within the group.
  • Grew loyalty database by over 3 million members over a 5 year period.
  • Improve member purchasing contribution by 7.5%.
  • Improve loyalty program’s redemption rate by 9.5%.
  • Develop & continually improve all retention initiatives within the group including the industry leading Fusion Rewards Loyalty program with more than 5 million members.
  • Onboard newly acquired brands such as Ziera Shoes.

Group Head of Loyalty, CRM & Analytics

Munro Footwear Group & Fusion Retail Brands
01.2016 - 01.2019
  • Responsibilities include:
  • Build & Implement the group’s long-term personalization and Customization strategy.
  • Leverage loyalty program to develop a 360 customer centric view of our members.
  • Collaborate with Marketing, IT, Finance & Product Development to draft, present & implement an aggressive customer acquisition plan in target markets.
  • Establish and track customer retention & loyalty budgets, whilst constantly scoping ways to prompt more frequent and higher monetized purchases
  • Establish & measure Customer reengagement initiatives, by leveraging loyalty program and external partnerships
  • Lead POS & Website developments relevant to improving customer experience and data enrichment
  • Uncover & present business opportunities through in depth analysis of internal and market wide customer data
  • Lead Loyalty program, technical resources, group budgets & revenue targets
  • Development of professional programs for direct and indirect reports.
  • Key Achievements:
  • Develop, implement & Maintain Fusion Rewards member program initiatives
  • Scope and manage the transition to a Card-less loyalty program, saving the business over a 1.5 million $ in inventory & logistical costs whilst providing the customer with a more convenient experience.
  • Standardization of reporting capabilities across all brands.
  • Led Loyalty related POS upgrades and retail staff training, to drive more robust data capturing mechanisms
  • Aligned membership tiering and reporting requirements to the group’s core competency

Snr Global Analyst

Nintex Pty Ltd
01.2014 - 01.2016
  • As a result of working closely with the CRO during his time as acting CMO, I was asked to move across to Sales Operations and become a member of the Global Sales Leadership Team. Responsible for leading all efforts relating to CRM and Marketing automation tools, such as new partner portal, Apptus, Salesforce.com & GP integration. A key aspect of the role was the managing senior stakeholders in the company, such as the CEO, CFO, CMO and CTO, communicating the status of scoped and ongoing projects.
  • Responsibilities included:
  • Scope, implement and monitor all CRM’s BI improvement and integration efforts.
  • Facilitate CMS, Marketing automation and CRM Integration to enable regional field marketers to execute progressive outreach campaigns
  • Mentor 3 Regional Sales Operations Managers (APAC, EMEA & Americas) in creating actionable reporting and process optimization within SFDC
  • Create a reporting and analytics Dashboards for both the Marketing & Sales organizations
  • Manage executive stakeholders and communicate operational status of current projects.
  • Conduct BI training sessions.
  • Participate in bi weekly Sales Leadership discussions and bi weekly Marketing Leadership discussions
  • Interview candidates for both junior and management positions
  • Key Achievements:
  • Drive the scoping and successful implementation of Marketo, Salesforce.com & Sitecore
  • At the heart of an aggressive growth period in the company’s history with a 40% year on year growth
  • Created a new sales metrics frame, incorporating Salesforce.com Dashboards, detailed spread sheets & charts and PowerPoint Decks
  • Participated in quarterly sales summit meetings in Seattle to assess previous quarterly performance and scope a detailed plan for the upcoming ones, resulting in continuous growth culture.

Senior Marketing & CRM Analyst

Nintex Pty Ltd
01.2012 - 01.2014
  • Initially hired as the first senior Marketing & CRM Analyst, with a view of optimising the company’s Marketing database and business processes. However, the role evolved very quickly as the state of the database was much worse than initially anticipated and the role transformed into an End to End process management across multiple departments, such as Corporate Marketing, Product Marketing, Sales, UX team and IT.
  • Responsibilities included:
  • Identify key fields to aid with customers & prospects segmentation.
  • Identify, present, implement and monitor database related projects
  • Craft ad-hoc and regular reports for a variety of audience from CEO, to departmental dashboards.
  • Administer, excel and CRM dynamics training for sales and marketing staff.
  • Liaise with Business systems team to priorities tasks and monitor current progress.
  • Report on Website, Campaigns, Events, Partner Program and E-Comms monthly and quarterly.
  • Leveraged external sources, such as Microsoft customer base, RainKing, List purchases, Event Attendee lists, data.com and D&B to identify new prospects and append current database with up to date data.
  • Key Achievements:
  • Significantly improved all upsell & cross sell campaign procedures
  • Improved Marketing UI layout and data capture.
  • Created and maintained a global segmentation strategy.

Marketing Analyst/ Project Manager

Results Direct
01.2010 - 01.2012
  • Initially hired as a Marketing Analyst to identify trends, produce reports, and articulate customer insights to General Motors, Hyundai, Country Road, L’Occitane and club 21 directors. Promoted after 12 month and became a Project Manager specialising in purchasing and servicing surveys.
  • Responsibilities included:
  • Identify trends within the member database
  • Manage retention offers and satisfaction metrics
  • Played a key role in the transition from mail-out surveys to phone surveys
  • Resolved escalations regarding retention rebates and satisfaction challenges
  • Liaised with multiple stakeholders such as, client directors, Developers, wed designers, dealer support, dealer employees, suppliers, mail-houses, Call centers
  • Worded with a retired statistician to produce a purchasing model for our clients.

Customer Advocate (Technical team)

Foxtel
01.2007 - 01.2010
  • Initially worked as a technical representative and was promoted to become a customer advocate dealing with long standing escalations and high-profile client complaints. Due to high performance, I was tasked to setup and train 6 new teams in for the new call center in Bangalore India.
  • Responsibilities included:
  • Administered technical training sessions for Australian and Indian colleges.
  • Resolved long standing escalations.
  • Liaised with multiple departments to resolve customer queries

Education

GPC Asia Pacific Executive Leadership Program -

Monash University
01.2022

Masters of Business Administration - undefined

Melbourne University
01.2018

Bachelor of Business with Honors - Marketing

Latrobe University
01.2011

Skills

  • Judge for APAC's Marketing interactive Magazine's Loyalty & Engagement Awards - 2018, 2019 & 2020
  • Judge for APAC's ALA loyalty awards - 2023
  • Academic Thesis - Exploring Personality orientation as a segmentation variable (2011)

Training

  • Sales Cloud - Implementing an Analytics strategy for (SFDC STR 301)
  • Administration Essentials for new Admins (SFDC 101).
  • Platinum Partner MS CRM Dynamics training – Level 1,2 & 3
  • Platinum Partner MS SQL training - Data extraction and database architecture.
  • Excel Training – Level III (Expert Level)
  • Marketo Admin training.

Timeline

General Manager - Marketing Operations

GPC Asia Pacific
05.2024 - Current

Group Head of Marketing Operations – Customer, Martech & Performance

GPC Asia Pacific
05.2024 - Current

Group Head of Loyalty & Customer Experience/CRM

Munro Footwear Group & Fusion Retail Brands
01.2019 - 01.2021

Group Head of Loyalty, CRM & Analytics

Munro Footwear Group & Fusion Retail Brands
01.2016 - 01.2019

Snr Global Analyst

Nintex Pty Ltd
01.2014 - 01.2016

Senior Marketing & CRM Analyst

Nintex Pty Ltd
01.2012 - 01.2014

Marketing Analyst/ Project Manager

Results Direct
01.2010 - 01.2012

Customer Advocate (Technical team)

Foxtel
01.2007 - 01.2010

Masters of Business Administration - undefined

Melbourne University

Bachelor of Business with Honors - Marketing

Latrobe University

GPC Asia Pacific Executive Leadership Program -

Monash University

Similar Profiles

CREATE PROFILE
Mark Elkherbotly