MARK KHADEMI

Naked Wines is Australia's leading online wine retailer with revenues in excess of $80m. Pioneering a unique wine club model globally, with over 100,000 monthly subscribers in Australia.

• Member of the Australian leadership team.
• Implemented a new pure e-commerce revenue model to broaden appeal across target audience segments. Resulting in a 40% increase in conversions.
• Leveraged Media Mix Modeling to reset channel payback targets enabling a new investment profile to unlock growth across digital channels.
• Led a brand partnership with Nine across Radio, Print and Digital delivering a +4pt lift consideration in market.
• Delivered a new winemaker focused content strategy in partnership with global digital team.
• Expanded channel mix into display, retargeting and native. Re-platformed affiliates and rolled out a new acquisition strategy.

Koala is Australia’s fastest growing online furniture company and leading e-commerce mattress brand. Combining customer-centric products, incredible customer service and social good. I was accountable for delivering the P&L for Australia and accelerating growth of the brand

• Created and deliver the marketing strategy for FY23 to deliver 20%+ revenue growth year-on-year.
• Led a fully in-house team of 20 across performance, growth, owned channels, PR and creative ensure brand consistency across all customer touch points.
• Managed an annual marketing budget of $28m.
• Develop and launched Koala’s first non-mattress integrated campaign lifting brand awareness for furniture by 5% and sofa-bed searches by ~400%.
• Developed and implemented a new media strategy to deliver on targeted ROAS by category leading to improve profitability outcomes.
• Winner of the 2022 Mumbrella Award “Best Use of Real-Time Marketing” for our McGowan Sofa Bed campaign.
• Created strategic digital roadmap in partnership with technology team to enable delivery of revenue targets.
• Led sales and customer performance at Weekly Performance Guilds and Monthly Business reviews.

Amaysim is Australia’s fourth largest mobile provider with over 1.2m customers and annual revenues of $220m. My remit covered digital sales, brand building, pricing, product and offer development, integrated marketing campaigns and media. Amaysim was acquired by Optus in February 2021

• I lead key agency, media publisher and partner relationships.
• Delivered record new customer growth, over 143k new connections through digital channels in FY21 up 17% YoY.
• Lifted brand awareness to 19%, up three points YoY through fully integrated retail campaigns.
• Increased NPS to +57 in 2021 from +36 in 2019, the highest rating of the big telcos in Australia by focusing on customer journeys and app-led experiences.
• Managed an annual marketing budget of $20m.
• Deployed a Customer Data Platform (CDP) to connect disparate customer data sources and deliver on acquisition objectives including existing customer ad-suppression ($264k annual media saving) and CLV audience segmentation.
• Redesigned the mobile funnel and onboarding experiences to reduce customer friction and increase funnel conversion rate by 10%+.
• Developed a joint business plan with Google to unlock customer insights to power new audience targeting opportunities.

• Leading the Digital Acquisition, Retail and CRM teams across the amaysim group.
• Rolled out a new programme of upsell and customer retention campaigns to increase revenue and reduce customer churn by $4m annually and 20% respectively.
• Established the value of the retail channel through media mix modelling enabling a significant increase in investment (+$1m) in this channel and a step change in sales results +11% YoY.

• Responsible for the marketing strategy across the group’s two mobile brands – amaysim and Vaya.
• Implemented multi-touch attribution modelling to improve media efficiency and drive a lower cost per acquisition ($43 to $31) across digital channels.
• Activated new channels including Paid Social, Online Video, and an Affiliate sales.
• Led a digital media agency pitch across the amaysim group and negotiated commercials that realised significant cost savings (-22% in total fees).

Mojo Power is an innovative start-up Australian electricity retailer. I built a team of 8 across marketing and customer experience. I positioned the company as a thought leader in the retail energy sector

• Established the brand, market position and visual identity.
• Managed the end to end strategy, design and technology delivery of a mobile responsive consumer website, CMS and customer account management platform.
• Directed agency partners across Advertising, Media, Digital, SEO, PR and Website development.
• Pursued an acquisition focused digital marketing to deliver over half of all new customers 30% below CPA targets.
• Ran an ongoing conversion optimisation program that improved SEM conversion rates by over 300% in 6 months.
• Managed a national PR presence to build brand awareness.

Intelligent Investor is a leading Australian digital financial services publishing business, and part of InvestSMART Group Ltd (ASX: INV). I led the sales and marketing team to drive customer acquisition, retention and engagement

• Managing brand development, digital marketing, campaigns, product development and pricing.
• Repositioned existing research into 3 new publishing products targeting different market segments, increasing revenue and subscribers by 20%.
• Launched a new free content marketing portal, doubling unique visitors in under 6 months and creating a new ad revenue stream for the business.
• Deployed auto renewal subscriptions reducing churn by 8%.

Leading a team to develop and launch a new start-up online retail energy brand within Australian Power & Gas. Challenging the traditional energy retail model by leveraging technology to reduce costs and using a crowd-support community to deliver an innovative customer experience and proposition. Australian Power & Gas was acquired by AGL in October 2013

• Established strategies in areas of sales, product and customer service.
• Full responsibility for the business P&L and of detailed financial modelling including revenue, overheads and forecasts.
• Led the development of a transactional website including online sign-up, self-service portal, online community and integration with billing platform/CRM.

Owning the product portfolio through the product lifecycle ensuring it remains competitive and profitable. Managed the website development program and building the businesses online capabilities including online customer sign up, customer account management and electronic billing.

Focusing on bringing new online channels and comparison services to market. Managed the launch and ongoing management of comparison services (Bundl, iSelect, Make It Cheaper, One Big Switch).

As part of the pricing team providing in depth, pricing analysis to support product pricing strategies across the UK residential retail market through continuous development and improvement of tariffs.

Working within the Aftersales Marketing Team specialising in communicating a range of car accessories throughout the dealer network.