I'm Melissa Carney, a Senior Web Developer and Digital Product Specialist with 20+ years’ experience delivering user-focused web platforms, SEO strategies, and digital marketing solutions. I combine hands-on technical capability with strong commercial and strategic thinking to design and implement solutions that improve performance, engagement, and user experience. I excel in end-to-end delivery—from discovery and solution design through to development, analytics, and ongoing optimisation. I translate complex requirements into practical, scalable outcomes and act as a trusted adviser to stakeholders. I collaborate with stakeholders and cross-functional teams to turn business goals into actionable roadmaps and measurable outcomes. My work has supported major sporting bodies, eCommerce brands, and professional services firms, delivering platforms that consolidate training, communication, and customer journeys. In addition to delivering technical solutions, I provide guidance, training, and ongoing support to help clients manage and scale their digital platforms, while continuing to learn and adapt in a fast-changing digital landscape.…

Melissa Carney

I'm Melissa Carney, a Senior Web Developer and Digital Product Specialist with 20+ years’ experience delivering user-focused web platforms, SEO strategies, and digital marketing solutions. I combine hands-on technical capability with strong commercial and strategic thinking to design and implement solutions that improve performance, engagement, and user experience. I excel in end-to-end delivery—from discovery and solution design through to development, analytics, and ongoing optimisation. I translate complex requirements into practical, scalable outcomes and act as a trusted adviser to stakeholders. I collaborate with stakeholders and cross-functional teams to turn business goals into actionable roadmaps and measurable outcomes. My work has supported major sporting bodies, eCommerce brands, and professional services firms, delivering platforms that consolidate training, communication, and customer journeys. In addition to delivering technical solutions, I provide guidance, training, and ongoing support to help clients manage and scale their digital platforms, while continuing to learn and adapt in a fast-changing digital landscape.…

Available to hire

I’m Melissa Carney, a Senior Web Developer and Digital Product Specialist with 20+ years’ experience delivering user-focused web platforms, SEO strategies, and digital marketing solutions. I combine hands-on technical capability with strong commercial and strategic thinking to design and implement solutions that improve performance, engagement, and user experience. I excel in end-to-end delivery—from discovery and solution design through to development, analytics, and ongoing optimisation. I translate complex requirements into practical, scalable outcomes and act as a trusted adviser to stakeholders.

I collaborate with stakeholders and cross-functional teams to turn business goals into actionable roadmaps and measurable outcomes. My work has supported major sporting bodies, eCommerce brands, and professional services firms, delivering platforms that consolidate training, communication, and customer journeys. In addition to delivering technical solutions, I provide guidance, training, and ongoing support to help clients manage and scale their digital platforms, while continuing to learn and adapt in a fast-changing digital landscape.

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Skills

Experience Level

CSS
Expert
WordPress
Expert
Shopify
Expert
SEO
Expert
Mailchimp
Expert
Klaviyo
Expert
HubSpot
Expert
JavaScript
Expert
Google Ads
Expert
GA4
Expert
jQuery
Expert
PHP
Expert
Elementor
Expert
SQL
Expert
Looker Studio
Intermediate
WIX
Intermediate
Bootstrap
Intermediate
MySQL
Intermediate
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Language

English
Fluent
Chinese
Intermediate

Work Experience

Digital Product Lead at Playbk Sports
March 1, 2023 - January 1, 2026
Led the design and development of customised digital learning and community platforms for major Australian sporting and community organisations including West Coast Eagles, Gold Coast Suns, AusCycling and Special Olympics Australia. Delivered end-to-end LMS and community platforms, advised on platform architecture and integrations, developed personalised learning pathways and dashboards, implemented gamification, automated onboarding workflows, established GA4 tracking and reporting frameworks, and led UX/UI direction to improve usability for a broad audience.
Director of Marketing & Innovation at Direct Appliance Rentals
September 1, 2021 - July 1, 2022
Led marketing strategy, digital performance, and eCommerce optimisation. Managed and mentored a multidisciplinary team across marketing, content, and digital. Drove customer acquisition, improved lead quality, and enhanced website performance through data-led decision making, SEO, and multi-channel campaigns. Established tracking, reporting, and optimisation frameworks to support continuous improvement and align marketing activity with broader business objectives. Notable achievements included a 30% increase in website applications within 2 months, 20% growth in organic traffic, and 23% growth in organic applications.
Web Developer & SEO Specialist at Direct Appliance Rentals
October 1, 2019 - July 1, 2022
Led digital performance and SEO initiatives, delivering multi-channel campaigns and improving lead capture. Built tracking, reporting, and optimisation frameworks to support data-driven decisions. Achievements included 30% increase in applications within 2 months, 20% organic traffic growth, and 23% uplift in organic applications. Launched and scaled organic Facebook strategy with 40K+ followers.
Web Design Director | Web Developer & Digital Consultant at Self-employed / Consultancy
January 1, 2003 - Present
Operate a long-standing web design and digital consultancy delivering end-to-end web, SEO, and digital marketing solutions for 100+ clients across eCommerce, professional services, and lifestyle sectors. Lead hands-on development and strategic advisory, improve user experience and search visibility, train clients, and maintain long-term relationships. Selected clients include Playbk Sports, Print 2 Metal, Kelly & Windsor, Eco Edition, Beddie, Sleep by Steph, Yarra Cleaning, The Ark Clothing, Bondi Born.
Web Developer | Project Manager at China Digital | Itours
March 1, 2013 - November 1, 2019
Delivered multilingual web and digital solutions for tourism organisations targeting international and Chinese markets. Combined full-stack WordPress development with project management, leading end-to-end delivery across websites, mobile apps, and digital content. Led projects for 30+ tourism clients; designed multilingual solutions, localization strategies, and ensured alignment with client goals and timelines.
Web Design Director | Web Developer & Digital Consultant at Independent Consultancy
January 1, 2003 - Present
Operate a long-standing web design and digital consultancy, delivering end-to-end web, SEO, and digital marketing solutions for 100+ clients across eCommerce, professional services, and lifestyle sectors. Combine hands-on development with strategic advisory, improving UX, search visibility, and overall digital performance. Build long-term client relationships, provide training and support, and act as a trusted digital partner for both technical delivery and business decision-making.

Education

Bachelor of Business Systems at MONASH UNIVERSITY
January 1, 1991 - December 31, 1993
Bachelor of Business Systems at Monash University
January 11, 2030 - January 1, 1993

Qualifications

Add your qualifications or awards here.

Industry Experience

Software & Internet, Professional Services, Education, Travel & Hospitality, Media & Entertainment
    paper Improving Website Performance and Customer Acquisition
    • Led website optimisation, SEO, and digital marketing strategy
    • Improved UX and lead processes to increase conversion quality
    • Implemented tracking and reporting frameworks for better decision-making

    Outcome:

    • 30% increase in applications within 2 months
    • 23% growth in organic applications
    • 20% increase in organic traffic
    paper Building a Scalable Learning & Community Platform for Sporting Organisations
    • Designed and delivered a customised LMS and community platform used by national sporting organisations
    • Consolidated training, communication, and engagement into a single system
    • Developed personalised learning pathways, dashboards, and gamification features
    • Implemented GA4 tracking and reporting to provide insight into user behaviour

    Outcome:

    • Improved user engagement and platform adoption
    • Reduced administrative workload through automation
    • Provided stakeholders with clear visibility into performance