I'm Charlotte Ward, a Fractional CMO and growth-focused marketing leader with 13+ years across paid media, performance strategy and product marketing. I lead marketing for growth-stage B2B SaaS and ecommerce brands that need senior leadership without the full-time overhead, and I partner with teams to rebuild their performance, content and measurement capability while staying hands-on when needed. I founded Agnes Media and scaled it from 3 to 14 people globally, culminating in its acquisition by Awaken Media in 2023. My approach is measurement-first and results-driven, combining go-to-market, brand, content, media and analytics into repeatable, impact-focused strategies that work across APAC, SEA, Europe and the Middle East.…

Charlotte Ward

I'm Charlotte Ward, a Fractional CMO and growth-focused marketing leader with 13+ years across paid media, performance strategy and product marketing. I lead marketing for growth-stage B2B SaaS and ecommerce brands that need senior leadership without the full-time overhead, and I partner with teams to rebuild their performance, content and measurement capability while staying hands-on when needed. I founded Agnes Media and scaled it from 3 to 14 people globally, culminating in its acquisition by Awaken Media in 2023. My approach is measurement-first and results-driven, combining go-to-market, brand, content, media and analytics into repeatable, impact-focused strategies that work across APAC, SEA, Europe and the Middle East.…

Available to hire

I’m Charlotte Ward, a Fractional CMO and growth-focused marketing leader with 13+ years across paid media, performance strategy and product marketing. I lead marketing for growth-stage B2B SaaS and ecommerce brands that need senior leadership without the full-time overhead, and I partner with teams to rebuild their performance, content and measurement capability while staying hands-on when needed.

I founded Agnes Media and scaled it from 3 to 14 people globally, culminating in its acquisition by Awaken Media in 2023. My approach is measurement-first and results-driven, combining go-to-market, brand, content, media and analytics into repeatable, impact-focused strategies that work across APAC, SEA, Europe and the Middle East.

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Skills

Experience Level

Language

English
Fluent

Work Experience

Head of Media at Awaken Media
January 1, 2023 - October 1, 2024
Led the transition of Agnes Media clients and team into Awaken; served as lead strategist for multiple clients (e.g., 1800 Tequila, Jose Cuervo, Kraken Rum, Panasonic, Chery Motors, Yalumba Wines); managed a seven-person specialist team across traditional and digital media; implemented process improvements and in-house digital media buying with Awaken’s DSP.
Owner and Director at Agnes Media
July 1, 2020 - March 1, 2023
Launched and grew the agency from a three-person startup to a broader service provider including creative design, measurement and attribution; oversaw end-to-end agency operations and client servicing; built branding, finance, legal, staff retention and sales pipelines; clients included Korea Tourism, Yalumba Wines, Klarna, Paytime, Active Super, Calven, Zolo, Coassemble and more.
Digital Manager at PHD | Dubai (Volkswagen Group)
December 1, 2016 - May 1, 2017
Digital account lead across VWG brands (Volkswagen, Audi, Bentley); led a team of digital specialists across MEA; upsold Omnicom products for creative solutions and content production; managed roll-out of always-on dynamic creative in collaboration with D&A, Accuen, DDB Germany and regional agencies; Programmatic Champion at PHD for the MEA region.
Digital Supervisor at L'Oréal
July 1, 2016 - December 1, 2016
Digital strategy lead across L’Oréal luxury brands (YSL, Armani, Lancôme); developed and presented media strategies; coached planning team on digital strategy and opportunities; oversaw media planning across GCC markets, including paid display, social, search and mobile; rolled out processes and upskilled client teams on digital capabilities.
Senior Digital Planner Buyer, Qantas Airline, Partnerships and Loyalty at OMD | Sydney
February 1, 2015 - June 1, 2016
Digital lead and campaign manager for Qantas Co-Op Marketing and Qantas Loyalty; managed multi-campaign budgets and timelines; led a team of direct reports; negotiated and bought online media (mobile, display, content, video); championed mobile and programmatic opportunities.
Digital Campaign Manager | Retail at Qantas
July 1, 2017 - July 1, 2018
Managed Always-On and tactical retail campaigns; oversaw asset development, media planning, budgeting and optimization; collaborated with cross-functional teams and sign-off processes for creative and legal approvals.
Fractional CMO & Head of Marketing at Freelance – Marketing Consultant
December 1, 2019 - Present
Lead the marketing function for growth-stage B2B SaaS and ecommerce brands that need senior leadership without full-time overhead, and undertake consulting engagements for brands rebuilding performance, content and measurement capability. Own end-to-end GTM strategy, product marketing, brand, content, paid and organic media, email marketing, demand generation, and the measurement frameworks that connect spend to commercial outcomes. Comfortable setting strategy and executing it hands-on, across B2B and DTC models, from pre-launch through scale, across ANZ, SEA, Europe and the Middle East.
Head of Marketing and Advertising at Mortar AI
August 1, 2025 - April 1, 2026
Lead communications and product marketing for an AI-powered marketing mix modelling and creative measurement platform, accelerating global expansion and commercial growth across ANZ and Southeast Asia. Own brand positioning, messaging and go-to-market strategy for a complex B2B SaaS product and drive cross-channel paid and earned media.
Head of Strategy and Performance at Mortar AI
July 1, 2024 - August 1, 2025
Led strategic client engagements across agencies and brands, developing data-led growth frameworks using Mortar's marketing effectiveness and measurement solutions. Translated MMM outputs into tangible media and investment recommendations for enterprise clients across ANZ. Built the commercial and strategic foundations for the Head of Marketing role that followed.
Founder & Director at Agnes Media
July 1, 2020 - March 1, 2023
Founded and scaled a full-service media and marketing agency from 3 to 14 people globally. Successfully acquired by Awaken Media in 2023. Owned the entire commercial operation: GTM, positioning, new business, P&L, client strategy, people and delivery. Expanded service offering from media planning and buying into creative, measurement, attribution and analytics, building productised service lines with repeatable delivery.
Marketing Effectiveness Consultant at Insigh ten / Insighten
November 1, 2019 - June 30, 2021
Marketing effectiveness consulting practice focusing on data-driven growth and measurement, delivering insights to improve marketing ROI for diverse client engagements.
Senior Account Manager / Social Specialist at Optus (OMD)
September 1, 2018 - December 1, 2019
Managed social media strategy and activations for Optus, driving engagement and performance across channels.
Digital Campaign Manager at Qantas & Loyalty (OMD)
July 1, 2017 - July 1, 2018
Led digital campaign planning and execution for Qantas & Loyalty across multiple platforms.
Digital Manager at PHD, Dubai
July 1, 2016 - December 1, 2016
Digital strategy and activation for Volkswagen Group brands in the Dubai market.
Digital Supervisor at L’Oréal Luxe / UM (Dubai)
July 1, 2016 - December 1, 2016
Digital supervision and media strategy for L’Oréal Luxe in the Dubai market.
Senior Digital Planner / Buyer at Qantas & Loyalty (OMD)
February 1, 2015 - June 1, 2016
Senior digital planning and buying for Qantas & Loyalty, including strategy and media execution.

Education

Bachelor of Media at University of New South Wales
March 1, 2011 - November 30, 2023
Bachelor of Media (PR & Advertising)
Bachelor of Media at University of New South Wales
January 1, 2011 - December 31, 2013

Qualifications

Add your qualifications or awards here.

Industry Experience

Professional Services, Real Estate & Construction, Consumer Goods, Healthcare, Media & Entertainment, Telecommunications, Travel & Hospitality, Computers & Electronics, Non-Profit Organization, Software & Internet, Retail, Financial Services

Skills

Experience Level