RMIT University

Monash University

Strategy Director at Digitas Australia

I work with businesses to drive brand growth through customer-led experiences that optimise marketing, technology, processes and people.

Consulting Services: Developing full customer experiences for whole business strategies through in-house work as needed, to deliver vision, objectives and enabling people / process / tool plans to help with change and digital evolution.

Agency Services: Omni-channel marketing strategy and implementation for email automation and CRM, content, social media and content, digital advertising, website scoping and more.

 Currently working with purpose-driven businesses:
- Pearson Australia (Schools Digital Learning)
- Justice Connect (Legal Aid Services)
- World Vision (Charity NFP)

Self-employed

Customer Experience Director

Due to global realignment of the sales and marketing functions, I have taken a leadership role across both areas in the ANZ region to manage the change needed to unite the team across processes and the customer experience.

I lead a national 40 person sales, marketing and CX team to deliver products across the Primary, Secondary, Higher Education, English Language Teaching and Trade publishing and digital industries.

I am developing ways of working to unite marketing and sales for a seamless customer experience across acquisition, retention and ongoing loyalty.

I lead the continuous improvement of our customer service team.

- Global brand strategy development
- Rolled out the global training and process for customer experience mapping and persona creation.
- Developed the global portfolio strategy for sales of global product into the ANZ region.
- Manage cross-functional teams for agile projects, innovation ideas, and business goal setting.

Oxford University Press

Director of Sales, CX & Marketing

I lead a team of highly collaborative and progressive marketing & CX professionals to support our growth ambitions in K-12, Higher Education, Trade and English Language Teaching markets.

• Leading the execution of demand and lead generation campaigns across events, sponsorships, digital marketing, content marketing, social media and PR.
• Building OUPANZ brand equity through communications, advocacy, media and thought leadership campaigns.
• Driving strong sales and marketing alignment through management of CRM and marketing technology and data, and processes that support effective customer segmentation, lead management, and customer lifecycle development.
• Identifying and developing brand partnerships to build business, expand reach, and extend into new markets.
• Monitoring and optimisation of marketing contribution to pipeline and program ROI.
• Leadership of the inbound customer service function, supporting the customer experience and sales goals of the organisation.
• Leading communications and customer engagement programs and developing approaches to research, collaboration, and customer feedback that create improved value for OUP and enhanced experiences for customers.

Director of Marketing and Customer Experience

I provide oversight and digital transformation advice for the Australian book industry

Australian Booksellers Association

Board Member

Working at Digitas, within the Publicis Groupe, I developed customer-centric strategies for clients that work across the Publicis Sapient Groupe, specifically focused on the full customer experience, loyalty and retention programs, marketing automation and digital transformation.

The Publicis Groupe is a Tier 1 group of consultancies and agencies united by the 'power of one' model where I focused on uniting teams across agencies to pitch and drive new work for clients.

I led the CX strategy and customer journeys across Toyota, McDonald’s, Miele, Snooze and more.

I specifically led the usage of Toyota’s key loyalty program myToyota; as well as the experience for McDonald’s myMaccas loyalty program and app.

Business development within existing clients, clients across the agency group and identify new potential client opportunities working on pitches and project plans.

Digitas Australia

Strategy Director

A strategic leadership role where I led development of the Loyalty Marketing Strategy for the business by guiding cross-functional teams across the business to implement the plan. I proactively developed the go-to-market plan and key messaging for the Medibank sub-brand Live Better, helping launch Live Better rewards - a new loyalty app - to grow at record numbers compared to any health & wellbeing loyalty app in the market, with mass media, direct member communications, and retail and customer call centre plans.

I also led the customer on-boarding and ongoing engagement journeys to iteratively test and improve automated and personalised communications to drive the highest engagement within the app.

Medibank

Strategy Lead - Loyalty

Led the business development of marketing technology services, helping clients understand their digital needs, and develop people, process and tool themes transformation roadmaps. This included focus on customer and marketing needs to scope websites including UI and UX development, CRMs, marketing automation tools, and donation platforms, alongside project and change management plans to assess and prepare business readiness for implementation.

I guide executive c-suite teams and supported board presentations to understand the need for digital change, backed by analytics insight, and quantitative or qualitative research as required.

Achievements:
► Led the development of the Digital acquisition strategy for Wise Employment which won Customer Acquisition Campaign of the Year, and Marketing Agency of the Year at the AMI (Australian Marketing Institute) Awards.
► Mapped the content needs of retirees for Ryman Healthcare, leading to an award nomination at the Clear Communication Awards.
► Drove a 16% donation increase and 19% conversion increase for St Vincent De Paul’s Christmas appeal through the replanning of the online donation hub.

ntegrity agency

Marketing Technology Lead

I led a team of strategists to deliver digital audits and strategies, and implement programs and campaigns to help corporate, not-for-profit and government clients excel in their digital efforts.

Through in-depth digital consulting I helped companies with their digital transformation - which is beyond strategy and tactics, and includes development of goals, behavior and culture change.

My role is hugely varied, which I thrive on, which means from one day to the next I might be:

- Developing a 1-5 year digital marketing strategy for a leading not-for-profit.
- Coaching businesses to set visions, teams to set goals, and individuals to be motivated by progress and staying on track to digital success.
- Creating a people-focused digital roadmap based on customers and internal team needs aligning business vision, IT and teams.
- Presenting a workshop to mentor a team of marketers on a variety of topics from customer journey planning, measurement planning in alignment with Google Analytics, in-house SEO or content marketing.
- Investigating a corporate business' digital efforts to provide them with a health check or audit of their current level of success and areas for improvement.
- Requirements gathering to help a business implement a new system or tool.
- Developing use cases and user stories across multiple teams to help a client scope the needs of their website to prepare for a fresh rebuild.
- Project managing website development to work between the client and developer to interpret client needs into technical requirements.
- Developing internal strategists to increase staff's digital marketing knowledge and deliver excellent services to clients.
- Being involved in business development activity to pitch new work to a company board, CEO or marketing team.

Head of Digital Services

As lead strategist I've worked with many not-for-profit, government and corporate clients to help them plan, understand and implement digital marketing.

This was done through teaching best practice approaches in workshops, developing customised marketing strategies, and considering a combined plan across people, process and tools to help business succeed.

Lead Digital Strategist

A senior leadership role within the executive team of the world's largest learning company, developing Australian business strategy and driving strategic and tactical product marketing plans across 1, 3 and 5 years in the Schools, Clinical (Psychology, Speech Pathology and Occupational Therapy), Talent and Services markets, with 6 direct reports, leading the team to deliver successful initiatives to achieve the divisional targets of ~$70m.

I led the marketing team to deliver plans and tactics across digital, social, content marketing, personalised marketing through automation, events and direct marketing strategies into a variety of customer segments for existing business retention and new business acquisition.

My experience has seen me lead and implement:

- Creation of the retention and loyalty experience to help drive product retention and customer NPS.
- Marketing automation system roll out, training and development of Welcome, Nurture, Campaign and Latent User programs with IBM Marketing Cloud and Salesforce Marketing Cloud.
- Content Marketing Strategy to align our website and social content to deliver steady leads.
- Event management to roll out a national roadshow of teacher workshops to provide professional development and product promotions, as well as management of attendance to national conferences.
- Product Management to launch new products (physical, SAAS and events) and continue to drive both leads and sales over the product lifetime.
- Advertising plans in print and digital spaces.
- Advanced direct marketing practices in the B2B space.

Pearson

Head of Marketing

In this role I created and implemented the schools division marketing plan for products and services. I led the marketing team to deliver successful campaigns across multiple channels that provide the best visibility for our products for students and teachers from Kindergarten to Year 12.

National Marketing Manager (K-12 Schools)

Responsible for developing and implementing the marketing strategy for the Secondary schools division of Pearson Australia.

Marketing Manager - Secondary Division

in this role I led the digital team, liaising with internal stakeholders and external clients to deliver digital campaigns, online advertising initiatives and digital product and web development projects to budget and scheduled timeframes.

I worked with many clients including BeyondBlue, The Falls Festival, THQ, Capcom and Under Armour.

Responsibilities include:
- Project management of all jobs through the digital department including website builds, digital advertising campaigns, email campaigns and apps.
- Studio Manager for the graphic design team (as part of the advertising department).
- Producing schedules and estimates (using Microsoft Project)
- Developing sitemaps, wireframes, content inventories and UX best practice advice.
- Meeting with and presenting to existing and new clients.

Frontier Advertising

Digital Project Manager

In the early stages of my career I worked predominantly in schools education marketing, and quickly grew my skills across various roles to:
- Lead a small digital marketing team to grow beyond email marketing into new platforms, automation and social media.
- Lead an events business strategy to integrate events marketing into the overall business to look at the best time to present a customer with a relevant event - based on a calendar of weekly events, tradeshows and conferences.
- Lead direct marketing implementation for product launch campaigns into the Secondary schools marketing space, across direct mail, email, sales team support plans, marketing events (webinars, product demos, roadshows).

Andrew Ritchie