Al Black
Hi, I’m Al Black, a senior marketing leader with 20+ years of experience guiding strategic marketing functions to drive measurable commercial growth.
About
Hi, I’m Al Black, a senior marketing leader with 20+ years of experience guiding strategic marketing functions to drive measurable commercial growth. I’ve delivered a proven track record of scaling revenue by $100M+ over three years, increasing lead generation, and building high-performing marketing ecosystems across digital, content, and brand channels. I combine strategic leadership with hands-on execution across performance marketing, CRM (HubSpot), and content strategy to accelerate pipeline growth and business outcomes.
I’ve led end-to-end marketing across multiple sectors (industrial, agriculture, mining, and tourism) and built scalable partner ecosystems, content engines, and data-driven campaigns. I’m passionate about data-informed decision making, collaboration across sales and operations, and mentoring teams to achieve outstanding results in fast-growing environments.
- 7 years' experience
- Joined May 2026
Industry experience
- Media & Entertainment
- Software & Internet
- Agriculture & Mining
- Manufacturing
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Work experience
Lead the end-to-end marketing function across multiple business units (Industrial, Agriculture, Mining & Equine), driving brand growth, lead generation, and commercial outcomes in a high-growth environment. Key Achievements: Contributed to revenue growth of +100m over three years through improved marketing strategy, lead generation, and sales alignment, Increased lead generation by 8–12% YoY through optimisation of digital channels and campaign strategy, Generated additional leads from strategic partnerships (e.g. WA Mining Club $65m). Delivered SEO improvements including +6.1% organic clicks YoY, +8.3% CTR, and keyword ranking improvement from 40 → 29.6 in the last 12 months. Reduced marketing wastage by partially shifting print to digital, saving ~11% pa.
Developed and executed full marketing strategy; built lead generation engines across social, events, and content; created national campaigns; managed data-driven marketing pipelines and partnerships.
Managed business development and account management for four core software products (POS, stock control, workforce management, marketing & loyalty, online bookings); led engagement with national accounts and delivered results across sales and operations.
Education
Certifications and awards
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