Olivia Shaw
Melbourne,VIC
Summary
Results-driven digital marketing specialist with expertise in affiliate marketing and search engine marketing (SEM). Proven track record in enhancing affiliate partnerships and driving promotional campaigns, leveraging strong stakeholder collaboration and analytical skills to optimize performance and engagement. Passionate about delivering impactful digital solutions that resonate with customers.
Overview
8
8
years of professional experience
1
1
Certification
Work History
Digital Marketing Specialist
Target Australia
Melbourne, VIC
10.2016 - Current
- Search Engine Marketing: Working closely with external agencies to plan and execute cross-channel digital strategies, including campaigns on Google Ads, Bing, Facebook and Instagram. Conducting keyword research, writing ad copy, improving Google Ads optimization scores, Google merchant center feed health, managing budget pacing and bid strategies. Achieved Pmax campaigns impression growth of +234% and +218% conversions with optimisation scores above 90
- Affiliate Partnerships: Managing, tracking and executing the affiliate channel through partner diversification (which saw a 25% revenue increase), activations (returning high ROAS figures), AOV 7% above site average and CVR more than 5x the site average. Growing the channel by adding partner types including content, coupon, comparison and cashback.
- Promotional Mechanics: Led the generation and execution of promotional codes having setup over 500 codes of separate types. These codes included generic, unique, and automatic codes for campaigns such as Flybuys and the OnePass loyalty program.
- Stakeholder Collaboration: Serve as a key liaison between Loyalty, Marketing, Trade, IT, Finance, Merchandising and external agency partners to ensure channel alignment and best practice implementation.
- Deal Messaging Implementation: Implemented coding for deal messaging across digital touchpoints and provided guidance on deal mechanics.
- Push Notifications: Managed the implementation of app, in-app and web push notifications, as well as Google Posts, ensuring effective promotional reach and user engagement.
- Local SEO: Optimized and maintained Target stores in Google Business Profiles, ensuring accurate store trading hours and local SEO alignment.
Education
Bachelor of Business Management - Marketing
University of Queensland
Brisbane, QLD01-2015
Skills
- Search engine marketing
- Google Ads & Meta Ads management
- Affiliate marketing
- Promotional campaign execution
- Local SEO
- Budget management
- Notifications marketing - App & Web
Accomplishments
- Golden Key International Honour Society
Certification
- Google Squared Online Certificate in Digital Marketing & Leadership
References
Michael Donath | Team Global Express | Director of Digital, Data & Ecommerce
Michael was my senior manager in the Target Online team previously
Ph: 0425 828 999
Gina Leonello | Baby Bunting | Head of Loyalty & CRM
Collaborated with Gina for promotional loyalty initiatives particularly OnePass
Ph: 0408 678 713
Tom Burns | Target Australia | CRM & Lifestyle Manager
Collaborated with Tom for promotional loyalty initiatives particularly eDM promo codes
Ph: 0413 416 222 | Email: Thomas.Burns@target.com.au
Timeline
Digital Marketing Specialist
Target Australia
10.2016 - Current
Bachelor of Business Management - Marketing
University of Queensland
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