Available to hire
I am a senior digital marketing leader with 20 years of experience driving growth, transformation and brand storytelling for multinational brands, startups and agencies across EMEA and APAC. I have a proven ability to lead cross-functional teams, develop data-driven strategies and deliver integrated digital campaigns across eCommerce, brand and performance channels.
I specialise in creating connected consumer experiences that combine creativity with analytics, turning data into meaningful engagement and measurable ROI. I am experienced in developing CRM and membership programs that increase customer lifetime value, implementing personalisation strategies and leading full-funnel marketing initiatives across Google Ads, Social Media, SEO and Amazon Ads.
Skills
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Language
English
Fluent
Work Experience
Founder at CrisP Digital
January 1, 2024 - PresentFounder of CrisP Digital, an outcome-driven digital marketing agency providing consultancy and hands-on campaign execution for clients. Led engagements in content creation, website management, SEO audits and performance marketing campaigns across Google, social media and Amazon ads.
Founder at CrisP Digital
January 1, 2024 - PresentFounder of CrisP Digital, delivering consultancy and hands‑on digital marketing and website management. Led client engagements including ADMAF (Abu Dhabi Music & Arts Foundation) and the Abu Dhabi Festival digital transformation; services include marketing & business consultancy, content creation, website management (new builds & updates), SEO audits, and performance marketing campaigns across Google, social media and Amazon ads.
Founder at CrisP Digital
January 1, 2024 - PresentFounder of CrisP Digital, an outcome-driven digital marketing agency providing consultancy and hands-on campaign execution. Led client engagements including the Abu Dhabi Music & Arts Foundation (ADMAF) and digital transformation work for the Abu Dhabi Festival. Core offerings include marketing and business consultation, content creation, website management (new builds & updates), SEO audits and performance campaigns across Google, social media and Amazon Ads.
Head of Digital & Brand Middle East at Stanley Black & Decker
December 31, 2023 - October 15, 2025Led the Digital and Brand Marketing team in MEA across three brands (Stanley Tools, Black+Decker and DEWALT); managed all digital and brand marketing in the region, including websites (3 country sites + Arabic), Amazon Product Listings and Ads, Google Ads, 18 social channels, and CRM (Salesforce Marketing Cloud, Pardot & Iterable) driving $200M in sales annually; collaborated with international brand teams and local sales; managed marketing budget to maximise ROI.
Head of Digital & Brand – Middle East at Stanley Black & Decker
December 1, 2023 - October 14, 2025Led the Digital and Brand Marketing team (4 members) in MEA for Stanley Tools, Black+Decker and DEWALT. Oversaw all digital channels (3 country websites, Arabic sites, Amazon, Google, 18 social channels) and CRM (Salesforce Marketing Cloud, Pardot & Iterable), driving $200M in annual sales; managed budgets and full‑funnel performance campaigns across multiple platforms.
Head of Digital & Brand Middle East at Stanley Black & Decker
December 1, 2023 - October 14, 2025Led the Digital and Brand Marketing team (4 members) in the Middle East, Africa and Turkey across Stanley Tools, Black+Decker and DEWALT. Managed all digital and brand marketing: 3 country websites (including Arabic), all Amazon product listings and Amazon Ads, Google Ads, 18 social channels and CRM (Salesforce Marketing Cloud, Pardot & Iterable). Drove $200M in annual sales; governed the regional marketing budget and collaborated with international brand teams to deliver ROI-driven omni-channel campaigns.
Founder at CrisP Digital
January 31, 2021 - October 15, 2025Founded CrisP Digital to provide digital marketing consultancy and hands-on campaign execution for clients.
Founder at CrisP Digital
January 31, 2021 - October 14, 2025Founded CrisP Digital, a digital marketing and website management startup. Provided remote support to clients, performance marketing campaigns and digital consultancy; built content creation, website management, SEO audits and channel campaigns (Google, social, Amazon).
Founder at CrisP Digital
January 31, 2021 - October 14, 2025Fruition of CrisP Digital delivering consultancy and hands-on digital marketing services; supported clients with performance marketing campaigns, content creation, website management and SEO.
Director, Digital Marketing at Atlantis Resorts
July 31, 2020 - October 15, 2025Directed digital strategy across Paid, Organic, Social and CRM; led digital transformation projects (mobile apps, chatbots, website enhancements) and managed 1.8M CRM records; drove context-driven personalization and multi-language site experiences; overseen Sitecore personalization and CRM-driven campaigns.
Director, Digital Marketing at Atlantis Resorts
July 1, 2020 - October 14, 2025Led a team of six digital marketers; responsible for driving bookings and revenue through Atlantis.com (9 languages) and ABM/CRM initiatives; led digital strategy across Paid, Organic, Social and CRM; implemented Sitecore personalization and mobile app enhancements; managed CRM (1.8M records) and loyalty programs.
Director, Digital Marketing at Atlantis Resorts
July 1, 2020 - October 14, 2025Directed digital marketing and brand strategy across Atlantis properties; managed multi-language websites, eCommerce and partner integrations; oversaw CRM programs and contextual/personalization strategies; led digital transformation projects including mobile apps and booking engine services; contributed to a membership program that delivered significant revenue and engagement.
Manager, Digital Marketing at Atlantis Resorts
July 31, 2017 - October 15, 2025Managed digital marketing for Atlantis properties, including multi-language website experiences, CRM enablement, and contextual personalization; contributed to revenue growth and guest acquisition.
Manager, Digital Marketing at Atlantis Resorts
July 1, 2017 - October 14, 2025Managed digital marketing programs across multiple channels; contributed to digital transformation projects including mobile apps, chatbots, CRO enhancements and website redesigns; leveraged CRM to drive offers and pre-arrival communications.
Manager, Digital Marketing at Atlantis Resorts
July 1, 2017 - October 14, 2025Led a team of six digital marketers to drive bookings and revenue ($65M p.a.) via Atlantis.com (owned channel); oversaw 9-language site operations, CRM campaigns and site personalization; led digital strategy across Paid, Organic, Social and CRM; delivered Sitecore-based personalization and CRO initiatives; contributed to mobile app development and new site functionalities.
Freelance Marketing Manager at Refx Global
February 28, 2013 - October 15, 2025Delivered freelance marketing management and campaign execution for clients, with a focus on performance marketing, content and digital strategy, remotely.
Freelance Marketing Manager at Refx Global
February 1, 2013 - October 14, 2025Freelance marketing management for clients, developing and executing digital campaigns and marketing plans.
Freelance Marketing Manager at Refx Global
February 1, 2013 - October 14, 2025Freelance marketing manager delivering digital campaigns and marketing consultancy for client engagements.
Senior Account Manager at Friend Advertising Agency
July 31, 2012 - October 15, 2025Managed client campaigns across multiple channels, coordinating creative and media strategies to achieve client objectives.
Senior Account Manager at Friend Advertising Agency
July 1, 2012 - October 14, 2025Senior account management, coordinating integrated campaigns and client deliverables.
Senior Account Manager at Friend Advertising Agency
July 1, 2012 - October 14, 2025Senior account management for clients; oversaw campaigns and cross-functional collaboration to deliver integrated marketing solutions.
Senior Account Manager at Ogilvy, Sydney
March 31, 2011 - October 15, 2025Led client relationships and multi-channel campaigns, collaborating with cross-functional teams to deliver integrated marketing solutions.
Senior Account Manager at Ogilvy, Sydney
March 1, 2011 - October 14, 2025Senior account management for key clients, delivering integrated campaigns and client leadership.
Senior Account Manager at Ogilvy, Sydney
March 1, 2011 - October 14, 2025Managed large client portfolios, coordinating multi-channel campaigns and ensuring cohesive execution across creative, media and digital teams.
Account Executive at George Patterson Y&R
August 31, 2008 - October 15, 2025Supported account teams with client services, media planning coordination and project administration.
Account Executive at George Patterson Y&R
August 1, 2008 - October 14, 2025Account executive supporting multiple brands, contributing to campaign development and client servicing.
Account Executive at George Patterson Y&R
August 1, 2008 - October 14, 2025Account executive responsible for client relationships and campaign coordination within a cross-functional team.
Crew Manager at Cobra Group
April 30, 2007 - October 15, 2025Crew management responsibilities including scheduling, operations support and on-site coordination.
Crew Manager at Cobra Group
April 1, 2007 - October 14, 2025Crew manager role supporting project operations and team coordination.
Crew Manager at Cobra Group
April 1, 2007 - October 14, 2025Crew manager overseeing operations and project support within the organization.
Education
Digital Marketing Certificate at Association of Data-driven Marketing & Advertising (ADMA)
January 11, 2030 - October 14, 2025BA Science at University of New South Wales (UNSW)
January 11, 2030 - October 14, 2025Digital Marketing Certificate at Association of Data-driven Marketing & Advertising (ADMA)
January 11, 2030 - October 14, 2025BA Science (Av) at UNSW
January 11, 2030 - October 14, 2025Digital Marketing Certificate at Association of Data-driven Marketing & Advertising (ADMA)
January 11, 2030 - October 15, 2025BA Science (Av) at UNSW
January 11, 2030 - October 15, 2025Qualifications
Digital Marketing Certificate
January 11, 2030 - October 14, 2025BA Science (Av)
January 11, 2030 - October 14, 2025Digital Marketing Certificate
January 11, 2030 - October 15, 2025BA Science (Av) - UNSW
January 11, 2030 - October 15, 2025Industry Experience
Travel & Hospitality, Media & Entertainment, Professional Services, Retail, Other, Software & Internet
Skills
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
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