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I am a dynamic marketing professional with over 10 years of experience in insurance and financial services, specializing in content, analytics, and AI-enhanced marketing strategies. I have a proven ability to scale brands and revitalise established companies through innovative programmes. I excel at driving business growth through collaboration, storytelling, actionable insights, and AI, leading cross-functional teams and delivering measurable outcomes.…I am a dynamic marketing professional with over 10 years of experience in insurance and financial services, specializing in content, analytics, and AI-enhanced marketing strategies. I have a proven ability to scale brands and revitalise established companies through innovative programmes. I excel at driving business growth through collaboration, storytelling, actionable insights, and AI, leading cross-functional teams and delivering measurable outcomes.

Geoff Fairburn

Digital Marketer, Brand Strategist, Growth Marketer, +3

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I am a dynamic marketing professional with over 10 years of experience in insurance and financial services, specializing in content, analytics, and AI-enhanced marketing strategies. I have a proven ability to scale brands and revitalise established companies through innovative programmes. I excel at driving business growth through collaboration, storytelling, actionable insights, and AI, leading cross-functional teams and delivering measurable outcomes.…I am a dynamic marketing professional with over 10 years of experience in insurance and financial services, specializing in content, analytics, and AI-enhanced marketing strategies. I have a proven ability to scale brands and revitalise established companies through innovative programmes. I excel at driving business growth through collaboration, storytelling, actionable insights, and AI, leading cross-functional teams and delivering measurable outcomes.

Available to hire

I am a dynamic marketing professional with over 10 years of experience in insurance and financial services, specializing in content, analytics, and AI-enhanced marketing strategies. I have a proven ability to scale brands and revitalise established companies through innovative programmes.

I excel at driving business growth through collaboration, storytelling, actionable insights, and AI, leading cross-functional teams and delivering measurable outcomes.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Language

English

Fluent

Work Experience

Contract Content & Media Lead at Quashed

February 28, 2025 - October 17, 2025

Led content and media strategy for Quashed, New Zealand's leading online platform for comparing insurance; drove traffic, engagement, and sign-ups; produced SEO blogs, guides, and social content; leveraged AI tools for scalable content creation; implemented a transformative SEO strategy delivering a 322% increase in top-3 keyword rankings over 12 months, a 157% rise in positions 4–10, and a 344% boost in SERP features; developed hub-and-spoke content frameworks; increased leads for Pet-n-Sur by 80% through targeted campaigns on Google and Meta.

Marketing Manager at Beneficial Insurance

August 1, 2024 - October 17, 2025

Developed data-driven marketing strategies to drive customer acquisition and retention for Beneficial Insurance and Auto Life brands; managed a combined monthly ad budget of $77,000 across Google, Meta, and social platforms; led end-to-end customer research and persona development; managed CRM content and media planning; revised RFPs and pitch decks to secure high-value corporate contracts; launched two credit demand indexes and improved SME leads by 100% via a Debt Recovery Odds Calculator.

Marketing Manager at Equifax

March 1, 2023 - October 17, 2025

Led end-to-end B2B marketing for Equifax, a global leader in credit reporting and data analytics; designed data-driven marketing programs to generate and nurture leads; managed offline and digital communications (EDMs, webinars, events, sponsorships); developed customer segmentation and PR strategies; launched two credit-demand indexes and strengthened awareness through revamped content strategy and improved media coverage.

Content Marketing Manager at Lease Plan

April 1, 2021 - October 17, 2025

Led end-to-end content marketing for Lease Plan, a leading fleet leasing company; developed digital content strategies to enhance customer engagement and retention; managed website updates, blogs, newsletters, and product marketing materials; supported the launch of a B2B electric vehicle proposition; managed blog content via HubSpot; created customer segments in Salesforce for personalized campaigns.

Marketing Manager at Baycorp

March 1, 2019 - October 17, 2025

Led marketing for Baycorp, a leading debt resolution services provider in Australia and New Zealand; developed tailored campaigns for regional audiences and high-value corporate prospects; implemented account-based marketing; managed crisis communications and PR; rebuilt online presence and CRM to support growth.

Marketing Specialist at Perpetual Guardian

December 31, 2016 - October 17, 2025

Developed and executed digital communications across offline and online channels, including EDMs, webinars, events, and sponsorships; managed blog content and marketing materials; contributed to website updates and content; supported the launch of new propositions and campaigns.

Contract Content & Media Lead at Quashed

September 1, 2024 - February 1, 2025

Led Quashed's content and media strategy to drive traffic, engagement and sign-ups. Produced SEO-optimized blogs, guides, and social content; repurposed material across blogs, email campaigns, and social channels. Used AI tools and prompt engineering to scale content creation and align with audience needs and trends. Implemented a transformative SEO strategy that delivered a 322% increase in top 3 keyword ranking over 12 months, a 157% rise in positions 4–10, and a 344% boost in SERP features.

Marketing Manager at Beneficial Insurance

January 1, 2023 - January 1, 2024

Developed and executed data-driven marketing strategies to drive customer acquisition and retention for both brands, managing a combined advertising budget of $77,000 monthly across Google, Meta, and social platforms while optimizing performance to maximize ROI. Led a comprehensive buyer persona program, including PR coordination, and end-to-end campaign management with alignment to business goals.

Marketing Manager at Equifax

January 1, 2021 - January 1, 2023

A global leader in credit reporting and data analytics for B2B markets. Designed and implemented data-driven B2B marketing initiatives, driving lead generation and nurturing strategies. Managed offline and digital communications— EDMs, webinars, and events/sponsorships— to engage corporate and SME clients, driving awareness and engagement. Developed customer segmentation strategies to deliver personalized messages. Mentored PR contractors and managed end-to-end campaign delivery, including PR efforts and webinars to boost industry engagement. Achievements include launching two credit-demand indexes and revamping content strategies to raise awareness of Equifax offerings, significantly improving communications and engagement.

Content Marketing Manager at Lease Plan

March 1, 2019 - April 1, 2021

Led end-to-end campaigns promoting estate planning services to B2B and B2C audiences. Coordinated events and managed public relations to strengthen customer engagement and brand awareness. Developed key messaging for consumer and business markets, enhancing service visibility. Maintained relationships with external agencies and suppliers. Achievements include introducing performance metrics for event success, improving ROI, and repositioning estate planning as a priority through storytelling campaigns that leveraged high-profile case studies to engage audiences.

Marketing Manager at Baycorp

October 1, 2016 - March 1, 2019

Leading provider of debt recovery services in New Zealand. Led marketing strategy for Baycorp across NZ and AU, developing tailored campaigns for regional audiences and high-value corporate prospects. Executed account-based marketing, integrated PR, and crisis communications. Managed consumer loyalty programs including NPS, led tender submissions and RFP processes, and oversaw digital campaigns and brand presence across web and social channels. Achievements include securing over $2 million in new business and doubling SME leads via targeted campaigns featuring an interactive Debt Recovery Odds Calculator; improved NPS from -5 to +17 and implemented a consistent voice for B2B and B2C communications.

Marketing Specialist at Perpetual Guardian

January 1, 2015 - January 1, 2016

Led a comprehensive digital advertising program across multiple channels with performance tracking and optimization. Collaborated with agency partners on creative development, media planning, and campaign execution. Revamped social media strategies with engagement-focused formats (reels, infographics, blogs) and created brand-specific content that resonated with pet owners and vehicle owners, boosting engagement across Facebook and Instagram. Achievements include an 80% increase in leads through Google and Meta campaigns.