Nicole Cordony

Data and commercially driven executive marketing leader with more than twenty years’ experience across banking, telco, insurance, tech and travel companies. Proven success developing cost effective digital acquisition and retention marketing plans, propositions, and engagement strategies to drive revenue and increase ROI. An advanced understanding of digital marketing strategy and execution, martech, proposition marketing, customer retention/loyalty and marketing performance. A strong communicator with extensive transformation experience and qualified project management skills. Strong technical skills, with experience in Agile methodologies, Adobe, Salesforce, Power BI and Google platforms. Over 10 years leadership experience and senior stakeholder management skills to C-suite level.

• Optus, Associate Director – Customer Marketing, 05/01/23, Present, Leading a team of 14 in Agile including 5 direct reports in consumer customer marketing across integrated omnichannel communications for customer retention, engagement and mandatories/base transformation from strategy through to execution., Leading complex projects/campaigns across a large number of stakeholders across marketing, product, frontline, GTM, analytics, and legal., Engage customers via an integrated 1:1 omni-channel approach, including Optus owned channels (My Optus app, Optus website, eDM, MMS/SMS, DM, Social, IVR, Chat & Scripts for Sales) and paid digital channels., Use data and insights to deliver compelling strategic customer experiences and map customer journeys to drive deeper customer engagement and loyalty – with outcomes including increased customer lifetime value, increase product holdings, customer NPS, services per customer, average tenure, and reduced churn., Ensure communications sent to customers across all stages of the lifecycle are compelling, consistent, engaging and on-brand., Working with product on strategizing and developing new customer propositions to take to market., Identify drivers of negative/positive customer experiences throughout the life-cycle with help of predictive analytics and customer insights. Develop and implement a personalised customer strategy that turns poor experiences around and delivers a great commercial outcome., Ownership of martech platforms (Salesforce, Pega, Google Analytics) within customer marketing, and responsibility for driving innovation across these platforms and championing this within the wider business., Drive increased customer personalization across digital channels, including website sales, app and BTL channels., Drive efficiencies and effectiveness across all comms channels, including reducing cost across DM and looking for new ways of communicating to the customer, for example two-way conversational SMS, and driving customers to app., Building out customer journeys across multiple platforms/channels within a very complex customer matrix., Leading a marketing team who planned and executed complex customer communications through a wide variety of channels which resulted in consolidating 173 mobile plans down to 50 across a base of 705k customers, resulting in a $13 million increase to the business and an increase of 3% in NPS after completion., Managing a large martech project that designed and delivered a new SFMC master template structure for all the Consumer streams of work, including moving 92 templates to a new platform, then consolidating this down to 65 template ids and 7 master templates. This resulted in increased productivity for technical producers, and ability to send a higher number of targeted campaigns within a quarter. The project delivered a 30% reduction in producer time and effort, and a 20% reduction in email briefing time for marketers., Managing the planning and execution of 3 complex price rises across the entire mobile and home customer base, which resulted in a $29.5 million increase to the business. TIO complaint reduction of 30% for yoy same initiative., Multiple upsell campaigns resulting in product holding increase of 1.7 to 2.3 over the course of 6 months., Increasing VOC by 15% running a competition to the base, Automation of 80% of always on service campaigns (involuntary churn, fibre upgrade for example) by creating new data feeds into SFMC., Increasing market share by 50% across NBN (FTTN to FTTP) through targeted upsell campaigns.
• Superloop (telco challenger brand), Head of Digital Marketing (contract), 09/01/22, 04/01/23, Lead the marketing team in both the consumer and business markets, and across both acquisition and retention plans and strategies, 2ic to the CMO., Leading a brand relaunch across all digital channels and campaigns, Ownership and management of consumer and business marketing budgets ($1m a month for B2C and $300k a month for B2B), including channel and campaign split across multiple product lines in BTC and BTB markets., Responsibility for all paid and organic channels, including large spend on paid PPC channels ($500k a month for B2C and $120k per month for B2B)., Built out a new customer journey CX, and e-com journey for the new website aligned with brand re-launch., Build campaigns that will reduce churn and increase CLV., Build out a customer reporting framework with Analytics, working with Salesforce data and Power BI, Manage the ATL and BTL brand relaunch campaign to market for early 2023, determining GTM strategy across all channels including TV, OOH, SEO, CX, Content, SEM, social, DM., Team management of 4 people across both consumer and business areas of the business and wider involvement with the rest of the marketing team, sales, general strategy and analytics., Leading the development of digital channels for the first time across SMB, mid corporate and enterprise industries., Work with the product development team to develop new bundled packages across business and consumer., Driving marketing strategy across the wider group using data from analytics teams., Responsibility for performance marketing across paid media and driving campaign optimization and effectiveness., Manage the development of customer lifecycles and journeys across consumer and business, working closely with Salesforce and our data agency to build automated and trigger communications to customers., Build out a CX, organic SEO, content, PR and social strategies for the new brand relaunch., Develop partnership strategies to improve paid media channels and source new partnerships to build business growth for the SMB channel., Work with the Head of Design on bringing a new app to market and sourcing a new analytics platform for the app., Work with senior management and executives on business strategy at large., Deep dive analysis of all paid performance marketing accounts across channels, including Programmatic, Google Ads, display, You Tube, Partnerize, and Display. Reduction in spend of $1 million a quarter, whilst increasing consumer sales by 20%, Implementation and onboarding of SFMC into the business for customer marketing campaigns, as well as automating over 50% of current campaigns., Designing the online customer journey for a new website and rebrand.
• Volt Bank, Head of Marketing, 02/01/22, 08/01/22, Lead the development of Volt’s marketing plans and growth strategies, working with exco to create an effective and efficient marketing strategy focused on growing audiences for new and existing products., Manage brand ownership across conception, development, and implementation of marketing plan and strategies, product concepts, and channel programs to drive interest, awareness, and sales., Product development of retail term deposits and loan products for new GTM channels, Manage the marketing budget, regularly reporting on performance against target, assessing effectiveness of plans and continually refining campaigns and tactics to ensure we achieve return on investment., Develop search, content, PR, display, social media and content channels to increase acquisitions across the business., Implement analytical platforms/systems that will drive a data driven marketing approach across all channels including app development., Analyse customer insights, consumer trends, market analysis, and marketing best practices to build successful strategies and grow our market presence., Conceptualize and execute on multi-channel campaigns across the prospect and customer lifecycle, ensuring the alignment of communications and messaging across all channels., Team management responsibilities of 4 people, including career development and mentoring., Present ideas and final deliverables to internal teams and communicate with exco about marketing programs and strategies., Design and execute marketing campaigns that achieve agreed targets for new customer growth, revenue, CPA (cost per acquisition), conversion funnels, using ROAS (return on ad spend) as the ultimate goal., Managed a PR agency and the deliverables including media content for closure of the bank., Develop affiliate partnership marketing strategies to increase brand awareness and drive growth., Lead the strategy and optimization of the Volt app and open banking platform with Frollo to drive volume and conversion through the developer acquisition funnel., Drive branding, messaging, and functionality of the app to increase customer experience and therefore increase acquisitions and improve customer retention and later upsell., Use behavioural data to drive technological and marketing innovation to improve the app, Work collaboratively with product, finance, and IT business partners across the business on forecasting, planning, performance and general communication., Developed a multi digital channel GTM strategy for all deposit and loan products and presented to the Executive team., Developed new brand guidelines and brand strategy for relaunch into the market., Completed propositions for all new loan products, along with product., Successfully managed the marketing piece in returning deposits to all customers after closure, including strategy and comms.
• Moxie Marketing, Director, 2018, 2022, Marketing strategy, Growth marketing, E-commerce growth, Website rebuilds and improvements, SEO set-up and maintenance and strategy, PPC campaigns, Social media advertising and management, CRM & email marketing, Content writing and development, Grew acquisition leads for a trades business by 75% through SEO and SEM., Founded an automated social media business called Local Living which has large Instagram pages and Facebook groups, whereby local businesses pay to advertise. Pages are @locallivingmanly and @locallivingbalmain., Increased a swimwear label’s Instagram audience from 600 to 10k in 6 months, Sold out kid’s events to a total of 3k tickets per weekend through Facebook ads, Successfully trained multiple businesses to run their own PPC and Facebook ads
• Clinch Long Woodbridge, Head of Marketing, 11/01/16, 12/01/21, Undertaking and managing a project to build a new company website - including the selection of a web design company, managing the website build (design, colour, format, social media), rebranding and content selection for the new website within budget, Responsible for creating a strategic marketing plan/calendar for the business, which includes online and offline campaigns and production of articles within the firm, Working in cohesion with a digital freelance agency to produce profitable online marketing campaigns across multiple firm practices, (family, property development, wills/estates, pharmaceutical) including Google Ad Words, Remarketing and Facebook campaigns, Providing ongoing development and management of the Search Engine Optimization (SEO) plan for the business, Responsible for the management and posting on all social media channels on a weekly basis including Facebook, Google Business & Linked In, Management of all acquisition and retention email campaigns, including production and analysis, Managing the CRM system and all customer communications, including driving up-sell and cross-sell across business units., Management of all printed marketing material/brochures, press releases, and industry events that the firm partake in, Management of multiple contractors to provide marketing support., Generated over $1m per year in the family law business, from $7.5k per month spend on PPC ads., Grew acquisitions across the business by 50% through digital campaigns.
• Telstra, Senior Marketing Specialist – Consumer CRM, 11/01/15, 11/01/16, Responsibility for scheduling NBN campaigns across all channels, including forecasting of all expected volumes to go live on a weekly, monthly and yearly basis., Develop and manage the execution of all NBN migration and acquisition OTM channel campaigns, ensuring activity is delivered on time and on budget., Responsible for driving change within the OTM channel across the Telstra NBN space, Management of the program of work for NBN Consumer with the data team, including briefing, scheduling and checking delivery of all marketing campaigns. Work with the data team to improve builds and capabilities within this function to enable more efficient and effective speed to market as well as accuracy, Ownership of all test and learn initiatives across the NBN Consumer space, and working with other areas of the business to implement these initiatives, Implementation of control cells across marketing channels, and use of recommendations from these results to improve marketing effectiveness and reduce cost at the same time, Undertake review of new and existing campaigns based on metrics including sales conversion, cost per sale (CPS), and return on marketing investment (ROMI) and CLV., Monitor the effectiveness of campaigns to ensure optimum campaign effectiveness, Establish and maintain effective working relationships with peer groups and key internal stakeholders and senior management., Achieved an increase in customer satisfaction with the NBN product by 20%, even with constant last-minute changes to the NBN rollout., Improved upsell of the NBN product by 27% through telemarketing and direct marketing campaigns.
• Foxtel, Project Manager – CRM & BI, 08/01/10, 10/01/15, Provide campaign strategy recommendations to the Subscriber Marketing team using consumer insights analysis for example; new campaign ideas based on customer value, contact strategy across all channels ATL & BTL, promotional activity, competitor spend, and other demographical variables, Management of Foxtel partnerships and third party agencies for marketing data matching exercises, including briefing, design of data matrix and generation of marketing insights, Project Management of the IT/Marketing components of large company wide projects including marketing software implementations (Salesforce & Unica), system changes and change of selected vendors, Management of Unica (CRM & campaign management tool) including; day to day system functionality and delivery, development and upgrade projects for the system, and providing knowledge to marketing and sales functions on how the tool can enhance their effectiveness and improve results (through DM, eDM and OTM channels), Building out customer journeys across the product lifecycle for both BTC and B2B customers and implementing these into Salesforce, Ownership of the relationship with Digital Alchemy consulting company (host of Unica) including budget management and direction of future capabilities with Foxtel, Data purchase for marketing and Sales and idea generation of how the data can be used for marketing purposes, Work with Information Systems and vendors to ensure delivery of requisite systems, Provide an intermediary service between Sales/Marketing and IS for all data requirements, Automation of all call centre marketing campaigns within the Unica system, both acquisition and retention across business and consumer, Implementation of all marketing campaigns into the Consumer CRM (Unica) system, Project management of the data element of the company largest marketing campaign with the AFL, including managing the delivery for multi channel campaigns across 26 clubs
• IAG (Insurance Australia Group, NRMA, SGIO, SGIC), Marketing Planning & Strategy Manager, 08/01/09, 08/01/10, Undertaking market mix modeling and planning to identify and track opportunities by state and customer segment for short and long-term planning and strategy, Manage the Marketing budget process to ensure expenditure in track with Marketing KPIs and expenditure in line with budget/forecast, Provide input into creation of the short, medium, and/or long term acquisition, growth and retention marketing strategies, Support Acquisition and Growth, Retention & Loyalty teams in undertaking situational analysis as part of marketing plan preparation, Review corporate strategy/objectives and define and communicate implications for marketing strategy/plans/objectives, Prepare a 5 year strategy plan with the aim of becoming a more customer focused organisation, Manage econometric modeling and measurement to support commercial decision making, budget spend, and strategic campaign targeting, Undertake analysis on marketing campaigns and recommend key targets and locations for acquisition & retention & loyalty marketing, Undertake financial modelling and evaluation of proposed acquisition and marketing retention plans and campaigns to ensure prioritisation of the highest ROI activities.
• Symphony Insight, Marketing Strategist (contract), 03/01/09, 07/01/09, Advanced manipulation of client data using Excel, and collation of media data from various research sources including Roy Morgan & Adquest, Running various models in a marketing mix modelling system, and analysing the output from these models, Analysis includes understanding how a client’s dependable variable such as sales is influenced by their marketing spend in all channels ATL & BTL, promotional activity, competitor spend, and other demographical variables. This is largely achieved through regression analysis and correlation of different variables, Developing marketing/brand strategies and budgets for clients based on the marketing mix modeling analysis – including marketing spend allocation, marketing strategy by channel, product or segment and depicting market changes and trends, Presentation of these strategies and budget solutions to clients
• British Telecom UK, Marketing Planning Manager, 07/01/06, 07/01/08, To manage the quarterly marketing planning cycle on behalf of the marketing teams in Consumer – Voice, Broadband, Mobile, and Vision (TV Service) – ensuring that marketing is planned as a consistent whole on behalf of Consumer and that learning’s from post-campaign evaluation are used to create continuous learning and enhanced marketing efficiency, To own the prioritization process for marketing messages in key communications vehicles such as ‘Update’ and Bill messages, including segmentation of these messages, To control the overall annual marketing budget of $130 million and calculate key marketing metrics including CPA, gross margin and EBITDA., Provide the channel split for the budget for each business line and product, using market mix modelling., To complete an initial evaluation of these briefs – to highlight gaps, problems or areas of inconsistency – both between individual briefs and with the pre-agreed quarterly strategy, To present the quarterly marketing plans for sign off to the ‘Consumer Operating Board’, To work closely with the Head of Contact Prioritisation within the wider CRM team to assemble Consumer-wide contact strategy plan for DM & EM, To support the build of a quarterly Consumer campaign case by assembling Consumer-wide plans from the disparate briefs – e.g. a single Time & Events plan, single messaging plan – and to work with Finance to assemble quarterly budget plans and targets., To produce marketing effectiveness reporting and evaluation from disparate sources across Consumer., Reduced the number of direct marketing pieces from 5 million to 2m a quarter, saving GBP750,000, Introducing segmented marketing messages onto all consumer bills, Implemented control cells across consumer wide DM & EM marketing pieces
• Monster UK, CRM Manager – B2B & B2C, 07/01/05, 07/01/06, Developing and implement customer segmentation and customer communications strategy for both B2C and B2B channels, Manage the company data within the CRM Siebel database, including extracting data queries and running all CRM campaigns through this system, Create, manage and deliver all email outbound campaigns, Drive the importance of data through the business and be actively involved in data cleaning processes, Drives sales leads and opportunities for Field Sales, Telesales and Key Account Management, Tracking of all inbound and outbound activity to assist in measuring ROI, Development and circulation of corporate newsletters, covering B2B and B2C marketing requirements, Improving ROI for email campaigns by 30%, Increasing customer data in the Siebel marketing data warehouse by 50%
• T-Mobile International UK, Database Marketing Analyst, 08/01/04, 06/01/05, Prepare management cockpit (standard set of reports) for the marketing services group on a regular basis, Facilitate the development and implementation of database marketing across T-Mobile Europe (Germany, Austria, Netherlands, Hungary, UK & Czech Republic) organization through close cooperation with database marketing staff in the National teams and the International Marketing organization, Work with the International Marketing functional areas to gather identify what pieces of information they need to effectively run their business, Assist in the development of a centralized data warehouse through the definition of business requirements for a Terra Data Warehouse, Conduct UAT on new Cognos Powerplay tool a training manual and program, Spearhead key analysis projects for marketing measurement, Completed a training program and manual for Cognos Powerplay and rolled out the project across all international teams
• Standard Chartered Bank, Compensation Review Analyst, 11/01/03, 08/01/04, Preparation and analysis of market data figures including salaries, bonuses and share options for all departments. This involved strong contact with the IT centre in Chennai, India where the company’s data is controlled., Managing the review spreadsheet and process including; collection and collation of review proposals, ensuring spreadsheet is kept up-to-date with changes to business structure/individual data, helping to ensure HR RM’s co-ordinate the review in their businesses and meet reporting deadlines and generating summary reports throughout review process, Generation of detailed analysis and reports in Powerpoint for the UK performance leveling meetings, including preparing presentations for Group Heads and Management., Post review analysis, Completed a market analysis of all other investment banks marketing strategies to poach talent after the annual bonuses were distributed at year end
• P&O Cruises Australia, Market Planning & Sales Analyst, 09/01/02, 11/01/03, Producing and analyzing monthly sales reports for internal management, key travel retailers and wholesalers, and Sales Managers, Maintenance of the POLAR international database reservation system that involved communication with the worldwide IT centre based in California., Providing figures and analysis for a new partnership rewards program., Monitoring and analyzing retailer and wholesaler promotions, and providing feedback to Area Sales Managers on these promotions., Calculation of commission payments to key retailers and wholesalers, Preparing budgets for management on commissions, incentives and partnership reward programs., Production, tracking and analyzing of sales call patterns and marketing activities, Switching roles for six weeks to help work on a key 5-year strategic marketing plan for the company, which included in-depth competitive analysis., Constructing a database to monitor and analyse brochure and direct promotional material distribution (which totals to over 90 pieces a year) to over 4,000 agents.

• Andrew Guttadore, Chief Operations Advisor, Peritus Knowledge Services, dguttadore@gmail.com
• Scott Pope, CFO, Total Metering Services, 0467 771 373
• Tamara Carson, Head of Bank Marketing, AMP Limited, 0475 819 452