Most AI marketing tools are built by technologists who do not understand marketing. Most marketers using AI cannot build the systems they need. I do both. I build the AI, and I market with it. That is a different thing entirely. Today Charisma Digital builds AI marketing for NZ small business. I hold the Marketing Disruptive Technologies Certification from Oxford's Saïd Business School, an AI Microcredentials Certification from academyEX completing June 2026, and certifications from the Anthropic Claude Academy. On the tools every day. Not a theorist. Strategy first. AI second. Human judgement throughout. If AI is producing marketing that does not sound like you, let's talk. Book a free clarity call and I will tell you what you need.…

Lisa Byrnes

Most AI marketing tools are built by technologists who do not understand marketing. Most marketers using AI cannot build the systems they need. I do both. I build the AI, and I market with it. That is a different thing entirely. Today Charisma Digital builds AI marketing for NZ small business. I hold the Marketing Disruptive Technologies Certification from Oxford's Saïd Business School, an AI Microcredentials Certification from academyEX completing June 2026, and certifications from the Anthropic Claude Academy. On the tools every day. Not a theorist. Strategy first. AI second. Human judgement throughout. If AI is producing marketing that does not sound like you, let's talk. Book a free clarity call and I will tell you what you need.…

Available to hire

Most AI marketing tools are built by technologists who do not understand marketing. Most marketers using AI cannot build the systems they need. I do both. I build the AI, and I market with it. That is a different thing entirely.

Today Charisma Digital builds AI marketing for NZ small business.

I hold the Marketing Disruptive Technologies Certification from Oxford’s Saïd Business School, an AI Microcredentials Certification from academyEX completing June 2026, and certifications from the Anthropic Claude Academy. On the tools every day. Not a theorist.

Strategy first. AI second. Human judgement throughout.

If AI is producing marketing that does not sound like you, let’s talk. Book a free clarity call and I will tell you what you need.

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Language

English
Fluent
French
Advanced
Spanish; Castilian
Advanced

Work Experience

Senior Marketing Consultant at Edible Blooms New Zealand
August 1, 2018 - April 1, 2023
Led marketing for the New Zealand arm of Australia’s largest online gifting business. Grew sales through customer acquisition and retention, led platform migration from Neto to Shopify, and improved website conversion and customer lifetime value. Managed multi-brand marketing initiatives and digital strategy for local market growth.
Senior Marketing Consultant at The Sisters Wine
January 1, 2015 - January 1, 2018
Launched a national wine brand and developed marketing strategy across product, content, and digital channels. Built customer journeys, digital campaigns, and cross-channel marketing to support brand growth and market penetration.
Founder & AI Marketing Systems Consultant at Charisma Digital
January 1, 2005 - Present
Founder of Charisma Digital, an independent consultancy building custom AI marketing systems for SMEs and multi-site operators. Design, build, and deliver AI-driven marketing workflows, CRM and lifecycle automation, content engines and reporting dashboards tailored to each business. Implement retainer or training models and guide clients through platform migrations and optimization to drive organic traffic and revenue growth.
Business Development Manager at ACP Media (Bauer Media NZ)
January 1, 2003 - January 1, 2005
Led business development and growth initiatives for a prominent media group in New Zealand, driving revenue opportunities and partnerships within the publishing and advertising ecosystem.
Publishing Director at Reed Business Information
January 1, 1998 - January 1, 2002
Directed publishing strategy and operations for key business information products, overseeing content, product development and market positioning.

Education

Bachelor of Arts (BA) French and Spanish at Trinity College Dublin
September 1, 1988 - May 29, 1992
Bachelor of Arts (Honours) at Trinity College Dublin
January 11, 2030 - July 5, 2026

Qualifications

Add your qualifications or awards here.

Industry Experience

Professional Services, Media & Entertainment, Non-Profit Organization, Travel & Hospitality, Consumer Goods, Healthcare, Retail, Real Estate & Construction, Software & Internet
    Brand Launch
    Live Well Build Well (LWBW) LWBW is a New Zealand nationwide mental fitness programme for tradies and builders, backed by ACC and the Mental Health Foundation. It helps the residential construction industry build resilience, reduce stress, and stay safer on site through straight-talking, peer-to-peer storytelling. My Role – Digital Marketing Consultant I’ve led the digital strategy for LWBW, building its brand voice and growing an engaged community across Facebook, Instagram, YouTube, and email. Highlights include: Doubling social media followers in 12 months Lifting engagement rates above 2.5% and video views up by 15% per quarter. Designing and launching LWBW Champions Programme and LWBWTradiesTalk campaigns, driving a 20% quarterly increase in impressions and normalising mental fitness conversations. Driving Toolbox Talk and Champion sign-ups through organic, paid, and EDM funnels, with email open rates at 28%+ and CTRs above industry benchmarks. Creating high-impact content for cornerstone partners (ITM, SiteSafe, BCITO), amplifying reach to over 37,000 readers across trade publications. Building KPI dashboards using Ipsos survey data, ACC injury claims, GA4, and Meta analytics to track ROI and industry impact. Impact The result? LWBW has become a recognised movement in NZ construction—normalising conversations around mental fitness, reducing stigma, and providing tradies with practical tools to “be your best self” at work and in life.…
    E-Commerce Shopify
    I was hired as a consultant to work with the New Zealand subsidiary of Australia's leading online gifting hub, Edible Blooms. Edible Blooms NZ needed to develop and execute digital strategies aligned with the global company's overall business objectives, resulting in revenue growth and increased brand awareness. As a result of my marketing audit, research, and optimisation reports, we decided to move the business from Neto to Shopify in 2018. I built the Shopify store and managed the transition and the relaunch of the NZ brand. And I was responsible for all aspects of digital marketing including e-mail marketing, social media marketing and digital strategy.…
    Brand Re-Launch
    Engaged to work alongside Lawson's Dry Hills Marketing Manager to relaunch subsidiary wine brand The Sisters Wine. I was involved in every part of this, from ideation to creation to launch. branding socialmedia webdesigner digitalstrategy…
    New Business Launch
    I was engaged as a consultant to work with the marketing manager to develop and execute digital strategies for a new e-commerce wild pet food brand in New Zealand. branding strategy socialmedia…
    Website Development
    Engaged to project manage all aspects of the strategic development, design, and implementation of a fresh new website for Prudential Law and provided an integrated online solution to work efficiently and smoothly with the architecture and databases within the business. Establish a distinguishable, fresh, content-rich, easily navigable web portal that would distinguishPrudentia Law from the competition and provide a current and informative industry-specific online hubwith a focus on the resource library and team profiles…
    Publishing Projects - Consumer Magazines Miscellaneous
    After being bought out by German publishing giant Bauer Media Group in 2012, ACP Media was renamed Bauer Media. Sadly, in 2020, Bauer Media NZ closed its doors permanently due to the COVID-19 crisis. Over the course of my time with ACP Media, I held several challenging commercial roles in this dynamic publishing environment. My focus was primarily on various publishing projects, and I was involved in several initiatives in different areas of the business.…
    Not for Profile Crowdfunding Campaign
    I was hired by a not-for-profit to launch their crowd funding campaign to establish an animal sanctuary. I was responsible for everything from web design to social media to influencer marketing management as well as PR. webdesigner digitalstrategy socialmediamanagement…
    Event Marketing
    Wine New Zealand was part of Hospitality NZ. It was a joint initiative between DMG World Media and Wine New Zealand. I was responsible for all aspects of marketing the event and developed and launched the first ever Innovation in Wine Awards and the Wine New Zealand Seminar series, including sourcing speakers, developing topics and facilitating the event.…
    Online Magazine and Social Media Platform
    nzgirl.co.nz was a'social magazine’ that first launched in December 1999. nzgirl connected a global community of New Zealand females in their 20s and 30s using https://www.twine.net/signin as a hub to discover, create, and share their favourite things faster. I was responsible for conceiving business strategies and conceptualising and bringing to life a range of content and commercial projects to deliver on these core strategies. I was also responsible for developing and launching the subsidiary brand and business, Bloggers Club. Both of these businesses were wound down circa 2016.…
    Influencer Marketing
    Responsible for conceiving business strategies and conceptualising and bringing to life a range of content and commercial projects to deliver on these core business strategies. I was responsible for developing and launching Bloggers Club, one of the first influencer marketing portals in New Zealand. branding…
    Digital Entrepreneur
    Lovewine Ltd was the holding company for a vibrant, fun, and innovative brand called Lovewine, created to meet the needs of the explosive global wine social and digital marketplace. LoveWine provides wineconsumers with richer and more relevant online experiences and connects global wine consumers with global wine companies and with global wine brands through a social networking platform, https://www.twine.net/signin, which offers an innovative, engaging, easy-to-use, and entertaining resource for information sharing and discussion on wine. The company was sold in late 2012.…