Michelle Dekkers

Responsible for designing and implementing data-driven strategies across TPG and Vodafone brands to optimise customer journeys from acquisition to retention across different SMB sub-segments, sales channels, and platforms. Leverage various tools and methods, such as customer segmentation, personalization, email marketing, and feedback surveys, to build bespoke solutions to help enhance customer experience and satisfaction. Collaborate cross-functionally with teams across networks, product, analytics, marketing, sales and the partner network to align customer lifecycle goals and activities with business objectives and priorities.

Achievements [in progress]

• Built a Mobility Churn Remediation strategy, for high-risk groups to help slow revenue loss, currently in execution phase.
• Implementing mass Marketing EDM functionality in SAS360 for SMB, a first for Vodafone Business.
• Drove the development of standardised reporting dashboards mobility churn across 3 SMB segments, to provide a unified measure of performance.

Responsible for Large Business (L-Business) segment marketing strategy and programs for Cloud solutions across Asia Pacific and Japan (APJ). Collaborated with Global and Regional Marketing, Sales, Operations, Go-to-Market and Product teams to drive demand generation, contact acquisition and lead nurture to help generate sales opportunity pipeline. The L-Business segment was newly formed in late FY21 and comprised of businesses with an annual revenue turn-over of between $10M-$100M USD. The primary goal in FY22 was to grow the base population.

Achievements

• Built and delivered a multilingual, industry-led Contact Acquisition program through content syndication that drove >60% of all new contacts for the segment.
• Developed the corresponding email nurture journey which outperformed the AWS benchmark by 3.2 times.
• A/B data segmentation testing resulted in a ~40% uplift in engagement rates vs control. Learnings from this pilot were implemented across global campaigns.
• Successfully launched the first vendor telemarketing pilot program for Contact Acquisition in APJ. Vendor telemarketing has since been adopted as a contact acquisition channel globally.
• In collaboration with the Global team, innovated processes to improve database infrastructure in Salesforce at scale, providing sales teams access to ~60K more L-Business contacts.

Responsible for the end-to-end management of Telstra’s small business content platform - Smarter Business.

Smarter Business used inspiring content and interactive tools to educate and engage small and medium businesses (SMBs) on products and services, whilst building a demand generation funnel for Telstra to deliver on strategic business objectives. Managed all aspects of content, media, and marketing strategies, as well as Search Engine Optimisation (SEO) and Conversion Rate Optimisations (CRO) to optimise content reach and relevancy to maximise customer engagement.

Achievements

• Developed and implemented an ‘Always On’ content, media and marketing strategy that delivered a 557% increase in demand generation leads within 12 months.
• Led the development and launch of Telstra Business Intelligence white paper reports. The four-part series used research, industry expert advice and real-life SMB case studies to deliver rich, inspiring content to engage SMB’s on opportunities and threats present in a digital world.
• Developed a marketing and media strategy (via content, social, paid, organic and email) for the Telstra Business Intelligence series which resulted in a 76% report download rate, and 300% increase in monthly subscriber growth.
• Developed and launched Telstra’s first online personalised Cyber Security Assessment Tool, enabling cyber security lead acquisition in exchange for a personalised cyber security risk assessment report.
• Streamlined the operational structure of the Smarter Business program across all agencies/ suppliers resulting in a 45% operational cost saving.

Led a cross functional team to radically transform the nbn migrations portfolio from revenue decline to a strong growth trajectory. As part of the discovery phase, process flows (between Telstra, nbn Co and the customer), nbn migration data, competitor offerings, product specifications, sales channel challenges and customer pain points were reviewed, uncovering threats and opportunities.

Achievements

• Delivered a dynamic omnichannel lifecycle program which addressed the customer pain points and delivered to business nbn migration targets. The go-to-market strategy resulted in 1300% increase in inbound response rates with an 70% product conversion rate.
• Increased customer reach by over 500% through process flow and migration data analysis.
• Built Telstra’s first dynamic customers lifecycle journeys in Salesforce.
• Dynamic and automated program delivery was considered ‘best-in-class’, with the framework later adopted across other marketing portfolios.

Managed the optimisations and streamlining of all 1:1 CRM programs across the small business portfolio through prioritisation, consolidation, and automation of marketing communications.

Achievements

• Improved average marketing ROI by 34% on retention and growth programs.
• Generated OPEX savings of over $700K by streamlining and optimising 1:1 CRM marketing programs.
• Increased base email population counts by 18% by identifying and integrating uncaptured email data sources. The solution cost $8K, substituting an alternative $2M IT build solution to capture new emails, resulting in significant savings to P&A budgets and marketing ROI.

Developed and launched a personalised customer account review program called Check-in. Over 1.1M SMB’s received personalised marketing and service messages through direct mail, outbound telemarketing, SMS, digital and retail channels.

The business objectives were to increase product holdings, retain revenue and improve advocacy (Net Promoter Scores). The customer’s account review summary included a summary of usage behaviours and corresponding ‘next best’ recommendations. To output personalised recommendations, I collaborated with data scientists to develop propensity models using profile and behavioural data, overlayed with sales channel incentive plans and key business objectives. Check-in delivered 646K unique direct mail reports, 360K outbound telemarketing conversations and 1M SMS touch points - covering 2.8M services across multiple billing systems.

Achievements

• Increased product holdings by 0.4 units per customer.
• Significantly reduced revenue loss from -$2.93 (in control) to -$0.04 (treatment) per customer.
• Improved overall NPS scores - Strategic (+2), Interaction (+63 (record)).

Recognitions

• 2016 ADMA National Awards: Winner - Data Strategy
• 2016 ADMA National Awards: Highly Commended - Customer Retention
• 2016 Telstra National Leap Award Finalist

Recommended strategies that optimised and streamlined existing marketing and service campaigns across the SMB Marketing Team. Responsible for piloting new marketing programs and product releases, managing new process capabilities and IT infrastructure builds.

Achievements

• Developed a cohesive direct marketing contact strategy across 74 channel partners nationally that resulted in more timely, compliant, and consistent communications to customers.
• Launched a Fixed Churn Reversal program with a 47% churn reversal rate ($2.1M revenue saving).
• Drove efficiencies and optimised Telstra’s SMB content magazine, achieved a 40% increase in engagement rates and 30% reduction in production costs.
• Successfully piloted a marketing campaign for a new product category - Telstra Security Monitoring. Insights and learnings from pilot were to build a successful scale go-to-market strategy for a national roll out through Telstra partners.

Limousines Instyle was a family owned that offered high end personalised services to the events market.

Managed all aspects of the sales and marketing strategy, business operations and team management of eight staff members.

Achievements

• Grew business to $500K annual turnover.

Managed 1:1 CRM marketing campaigns across the consumer growth, retention and migrations portfolios focusing on fixed and broadband product sets.

Nationally managed a series of mandatory communications for billing transformation projects and product exits – which included collaborating with, and managing stakeholders across IT, billing, product, legal, compliance and PR teams.

Achievements

• Reduced broadband churn by 35%.
• Improved broadband migration rates by 280%.
• With millions of communications across marketing and mandatory communications campaigns, achieved the highest level of accuracy with a record setting zero defect result.

Responsible for the management of Telstra.com’s real estate, including product prioritisation schedules and campaign calendars. Strong stakeholder management was required manage expectations and align with business objectives and deadlines. Managed campaigns reporting and consulted on effective creative, offers and optimal times. Devised a strategy and creative bank for transitional periods.

Responsible for the growth, retention, and acquisition of a $5M portfolio of 120 Telstra managed accounts through consultative solution selling. Target matrix included new sales of $110K per month, revenue retention and an increase in overall improved customer satisfaction rating. Averaged 120% to target.