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Member since August 13, 2021

Founder at SmartCart - Former Category Manager at Microsoft

  • $110 - $135 / hr
  • Australia
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Demonstrated experience in leadership, change management, project & product management, marketing, pricing, Go-To-Market strategy and identifying insights in the market. Track record of successfully delivering on business objectives, always maintaining a high attention to detail, and consistently driving towards the primary task at hand. Strong understanding of consumer markets with the skills to derive insights and build actionable recommendations and strategies. Personable, with a positive attitude and a genuine passion for working in a fast-paced, collaborative team environment. Excellent verbal and written communication skills. A desire to identify new opportunities and the ability to never lose sight of the big picture. I love consistently learning and find satisfaction in seeing the work we do as a team succeeds in the market.


Project Manager - Pricing and Promotions Associate – Consultant

  •  Woolworths Group (Big W)
  •  Jan 2019 - Oct 2019

Reporting into the head of Commercial Insights & Corporate Strategy (SLT) responsible for delivery of two projects:
A promotional effectiveness tool and deployment of a cross functional customer first sales plan. Lead the change management process across a large cross-functional team.
Encountered strong resistance to change which required a careful and methodical approach to ensure not only all stakeholders bought into the strategy but actioned it with their respective teams.
The work involved deep root cause analysis, prioritization of tasks, strong dispute management skills as well as SLT buy in and support. Launching this project took +6 months however, resulted in significant improvements to Big W’s promotional planning cycle, pricing mythology, measuring KPI’s through to improvements to supply and execution and most importantly a significant improvement in their GPM.

Pricing Associate – Consultant

  •  Myer (& Shop-Grok)
  •  Apr 2018 - Jun 2018

Lead ‘on-the-ground’ development, deployment and management of an integrated pricing tool into Myer’s Home and Entertainment business group, and phase one rollout to other business groups.
Acted as a conduit between Shop-Grok (pricing tool owner, technical) and Myer business group leads to ensure successful deployment of the tool. This included stakeholder, change and project management, strategy sessions, workshops, and training as well as presentations and progress updates to Myers’ SLT
Conducted independent analysis of Myers businesses to identify both risks and opportunities in each of their business groups.
At the request of the SLT I worked with category leads to design, implement, and monitor an EDRP (Everyday Right Price) strategy.

Marketing Lead – Consultant

  •  Rapporr
  •  Feb 2018 - Apr 2018

Advised on pricing strategy and Go-to-market strategy, including developing and implementing a launch campaign, website optimization, executing search and social marketing, PR releases, and developing content marketing assets.

Category Manager

  •  Microsoft - Xbox
  •  Oct 2014 - Sep 2017

  • Winner 2016 MCV Pacific Thirty Under 30 award
  • World Wide CDS (Consumer Devices and Sales) Customer Obsession Award winner
  • MCV Pacific Awards Winner 2016 Controller and Accessories Brand of the Year – Xbox Elite Controller
  • Exceeded FY17 budget by +28% with YoY growth of +25%, Exceeded FY16 budget by +35% with YoY growth of +43%
  • Grew basket increase initiatives to 2nd place in world for over 6 months and was consistently ahead of competitors in the Australian market* (Sony and Nintendo, verified via NPD)
  • Management of the Xbox Accessories business in Australia – product management, marketing, logistics, market analysis, P&L ownership, GTM strategy, localisation, and promotional activities
  • Pricing strategy – Increased price of our controller range while growing end unit volume. This was achieved by proving our controller range was inelastic. Lead to growth in mutual profitability for us and our retail partners

Business Analyst - Assessing the effectiveness of Learning & Development Programs - Government Agency

  •  Aug 2021 - Dec 2021

Part of a three person consultant team to create a set of KPIs that measure the effectiveness of a new education model being tested by the NSW Gov. Project involved extensive research, stakeholder interviews across Industry, Gov & Education sectors as well as working with other consulting firms (Deloitte) to ensure stakeholder support for the project. Required process mapping, root cause analysis, costing analysis, time line projection & process implementation plans across various market sectors

Founder & CEO - Tech startup

  •  SmartCart
  •  May 2019 - Present

Conducted extensive research before building our product and bringing it to market. Modelled out market size growth, revenue trajectories, in-depth competitor insights & multiple user surveys and focus groups. Implemented GTM strategy and led the development team to release new features in line with market demand. Extensive national PR exposure as well as engagement with VC groups and expanding our paid partnership network


Bachelor of Business (Major in Finance & Marketing)

  •  University of Technology Sydney
  •   - Dec 2013

Diploma in Advertising

  •  Macleay College
  •   - Jan 2008

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