Oonagh Flanagan (GAICD)

Funlab is a private equity owned out-of-home entertainment business operating in ANZ and the USA. CMO is accountable for global marketing strategy including $110m revenue eCommerce P&L (35% total revenues) & a team of 25.

Key Achievements:

• Spearheaded Funlab's digital transformation to increase company valuation through data & technology with record technology capex investment
• Program delivered on time (18m) and on-budget (late 2023) and tracking in-line with expectations on Sales & Service team efficiency gains & exceeding expectations on online functions rev $ (+17%) in 3m
• Grew eCommerce revenues by +92% YoY in FY23, on-track to grow by +30% YoY in FY24
• Delivered YoY improvements across core brand metrics in all markets through a series of rebrands & long-term brand-building campaigns
• Oversaw the marketing launches of >18 new venue precincts & x2 new brands across ANZ & the USA since August 2021

Australia's original FinTech & the first to offer straight-through digital loan application & funding. Business had intent to pivot into mainstream lending. CMO accountable for developing marketing & product strategies to support revenue ($50m), PBT ($6.5m) and customer acquisition volumes (50k pa) with $12m+ pa marketing budget & team of x7.

Key Achievements:

• Restructured marketing function & built a high performing team aligned to business vision
• Renegotiated all commercial agreements delivering significant cost savings in FY19
• Entrenched consumer insight as building block for customer, product & marketing strategy development
• In partnership with the ThoughtWorks, introduced modern product development practices
• Delivered YoY revenue and profit growth in excess of FY20 targets despite the impact of COVID19
• Reduced CPA by 30% in 12m to deliver YoY customer growth (FY19) from -15% investment
• Improved retention rate YoY by 4% (Mar 20) through dedicated CRM resources & strategies.
• Revitalised Nimble brand (Oct 19) via a new suite of TV commercials growing brand salience to 72%
• Launched unsecured personal loan (Jul 19), secured car loan (Nov 19) & Nimble AnyTime (line of credit, May 20) in line with the pivot into mainstream lending

LAF is a scaling proptech focused on connecting sellers to real estate agents. The model leverages a national panel of agents who pay a fee for the referral at the point of sale. CMO is accountable for marketing strategy with a budget of $8m and a team x4.

Key Achievements:

• Delivered 3 x TVCs to air in 5 weeks for $60,000 (a 90% YoY saving) achieving target CPA within 1 month
• Achieved an exclusive with The Australian as part of a successful national PR campaign focused on LAF's exclusive 5-year deal with CBA.
• Restructured LAF's Google AdWords account structure & implemented Kenshoo bid optimisation improving Cost per Lead, CPA and overall conversion by 12%, 7% & 34%.
• Implemented a revised TV media & creative flighting strategy in the offline (TV) from Apr - Sep 2017 driving improvements in Cost Per Click, Cost Per Lead & CPA of 41%, 45% and 4%
• Orchestrated partnership meetings with five ASX-listed companies to extend LAF to adjacent industries resulting in a partnership with AGL

Crown Resorts is Australia's largest entertainment group, operating x3 resorts (Melbourne, Perth, Sydney). The Head of Propositions is accountable for developing propositions across the non-gaming portfolios to drive footfall & increase revenues in venue with an insights budget of $1.5m & a multi-million-dollar partnerships budget & team of x4. The Head of Brand & Campaigns, is accountable for implementing marketing campaigns across all business units, ATL & BTL, with a budget of >$25m & team of x20.

Key Achievements:

• Negotiated the partnership with Deliveroo delivering an incremental annual contribution of >$400k
• Executed a new nightclub operating model to deliver +50-100% YoY improvement in Saturday night revs
• Commissioned a national hotels study to develop spring and winter 2016 hotel packages for the group
• Defined esports business strategy successfully planning, funding (brand partnerships w/Schnitz & Foxtel) & implementing 3 x large esports events also livestreamed internationally on Twitch
• Delivered YoY revenue growth of +17% in Melbourne with record marketing campaign incremental revenue of $1.5m in May 15
• Delivered record member acquisition growth in FY15 to Crown Signature Club (+10% YoY)
• Delivered record spontaneous brand & advertising awareness in Q415 and Q116 through more efficient media buying techniques leveraging a combination of TV and YouTube
• Working with Bauer Media, introduced a new revenue-positive magazine focused on HNWI visitation funded by brand sponsorships

Gala Interactive was one of the UK's largest online and retail betting & gaming businesses. Gala Bingo was the UK's best-known bingo brand and top performing operator in the network. Head of Marketing accountable for turnover, acquisition, retention & utilisation targets in a competitive & challenging regulatory environment with a £12m budget & team of x60.

Key Achievements:

• Introduced marketing planning processes to develop balanced, insight & data driven plans with clear, measurable commercial & customer objectives across the full channel mix
• Delivered a £multi-million fully integrated campaign to launch of exclusive Coronation Street-branded gaming products in partnership with ITV.com resulting in a record Q114 turnover (+19% YoY)
• Developed a customer segmentation model delivering YoY improvements in retention (+6%), reactivation (+13%) and winner re-engagement (+7%)
• Refreshed VIP Program to introduce automation & tier progression, delivering +7% increase in deposits in 1m

Paddy Power is an online betting & casino business serving UK, Ireland and Italian markets with 10th largest of >300 online bingo operators in the UK/Ireland. Head of Bingo accountable P&L performance w/ annual of €200m, gross profit of €18.5m & annual operating profit of €8m with a €7m marketing budget and a team of x8 marketing, product and operations staff.

Key Achievements:

• +15% YoY revs growth in 2013 driving market share +27% YoY, from 12th to 10th place in the UK/IRE Bingo Market revenue rankings
• Worked with Brainjuicer & IPSOS on a method for assessing ATL creative to ensure it would deliver brand & commercial objectives
• Gained CEO approval for an "always-on" DRTV media plan (+48% YoY) to extend TVR reach efficiently & delivered record first time players
• First to market on the VF Network with a native mobile bingo app which delivered >15% of total monthly revenues within 6 months
• Delivered +10% improvement in YoY churn through a data & insight driven CRM strategy
• Redesigned the VIP Scheme delivering YoY improvement in monthly actives (+21%), revenue (+27%) & hold (+22%)