Carmel High School, Perth, Australia

Macquarie Graduate School of Management

The University of Western Australia

MBA  -  FINTECH  -  LOYALTY  -  DIRECT MARKETING  -  CUSTOMER OBSESSED

Sydney, New South Wales, Australia

Wpay

Head of Consumer Business

Managing the Gift Card business for Woolworths Group

Woolworths Group

Head of Woolworths Gift Cards

Develop and Lead the Digital Media and Direct Comms loyalty marketing strategy for BIG W and Caltex to ultimately generate incremental revenue, improved member engagement and program loyalty.

Optimize strategies across all customer touchpoints through rich data insights and machine learnings to create seamless, personalised and tailored customer experiences.

Working closely with key internal and external stakeholders and partnering businesses to continuously align strategic initiatives and ongoing business plans.

Budget management forms a large part of the role delivering strong incremental sales in alignment with business need. Equally important is the ability to achieve core loyalty engagement

Leading a team in the delivery of large scale data-driven customer-focused marketing multi-channel campaigns.

Head of Customer Loyalty, Direct Comms & Targeted Media - BIG W & Caltex

- Responsible for the strategic development, management, creation and implementation of all BTL stream requirements in relation to the Partner and Woolworths Rewards.

-  Responsible for managing and leading the BTL stream team.

-  Management of all financials for the BTL stream including IT, resource and overheads. Development and ongoing management of the BTL Partner stream budgets and incremental revenue targets.

-  Management of agency relationships and development of all BTL collateral and branding in relation to the Partner and Woolworths Rewards.

-  Successful integration of all transactional data and reporting requirements.

BTL Direct Marketing Lead - Loyalty Partners

- Design, implement and manage a successful plan and contact strategy – delivering targeted campaigns and offers, across multiple segments, and a variety of channels, to key commercial outcomes and business objectives.

-  Define and develop marketing strategies that will win in the marketplace through alignment with customer needs as identified via their buying habits and related data.

-  Planning & management of allocated budget. Effective allocation of a proportion of budget and resource to Test & Learn initiatives. Ensured that financial goals were met or exceeded, including return on investment.

-  Development of business cases to ensure commercial viability of all activity and forecast return.

-  Development of annual loyalty marketing program using insights from large data-sets to identify opportunities to drive incremental customer value focusing primarily on life-cycle including member engagement, education, acquisition and reactivation

-  Management of a team of employees, providing coaching, direction and leadership

Senior Direct Marketing Manager - Core and Acquisition

Loyalty & Partnerships Manager

Key responsibilities include:
- Sourcing business development opportunities
- Managing strategic external partnerships
- Driving new initiatives
- Managing legal and contractual processes
- Scoping an entire Marketing Comms strategy and management of RFP tenders
- Commercial modelling and integrating such opportunities into existing Everyday Rewards brand, program and commercial objectives.

Partnerships Manager

- Identified opportunities and contact strategies that align with key business objectives, drive positive ROI and loyalty – including customer acquisition, retention, repeat purchase analysis, and reactivation opportunities.
-  Strong financial acumen. Created yearly budgets, responsible for meeting forecast targets, presenting results to senior management & building financial models demonstrating profitable ROI.
-  Internal and external stakeholder management. Collaborating with cross-functional teams & key stakeholders within the business; including marketing, online, operations, call centre, IT & legal.
-  Analysed & leveraged data insights to substantiate & optimise marketing strategies.
-  Demonstrated expertise in data-driven marketing, focusing on complex segmentation leading to directly measurable ROI.

Loyalty Manager

Support, manage and execute targeted, data driven campaigns across several clients and industries. Strong focus on relationship management, end-to-end campaign management, omni channel integration, CMS management and lifecycle management.

Global Red Australia Pty Ltd

Account Manager

- FMCG experience in budgeting, merchandising and sales reporting.
- Managing the sales, distribution and merchandising of over 150 independent impulse retail stores in central London
- Winning and implementing Cadbury plannograms, achieving stretch targets and sales distribution.

Lisa Kirstein