St Aloysius College

E-Commerce Marketing Consultant

Leading a team of 4 and 10+ cross functional specialists with a portfolio of 60 large retail clients with a total annual revenue of $xxxm. Building the strategy for some of Australia’s largest and well known retailers, such as Petbarn, Ikea, Aldi, Puma, True Alliance (Speedo, The North Face, Lacoste) and Baby Bunting.

- Achieved targets 102%+ for 4 of the last 6 quarter in the hardest retail period in Australia for a decade.
- Achieved 107% of target during BFCM 2023 growing clients Google investment by +20% YoY.
- Proudly led two different teams of 4, mentoring and managing through complex client strategies. As well as leading workshops and initiatives to AU leadership.
- Many large clients hit diminishing returns due large online focused investments. I lead the implementation of 1P Data ingestion from the retailers POS to enable performance marketing across Online and Offline. Generating $4m+ / Month incremental revenue at no additional investment for individual clients.
- Negotiated and implemented multiple complex Joint Business Plans with omni-channel marketing strategies which have seen growth for both clients and Investment in Google. Increasing both client revenue growth and Google’s growth by 60-70% YoY.
- Leading a profit focused pilot with only 2 clients accepted globally (one in US one in AU). Coordinating client buy in, PMMs and Product teams from AU, CH and US.

Google

Market Lead, Multi-Channel Retail & CPG

- Contracted to advise on the SEO and re-platforming strategy from Magento to Shopify.
- Worked with the Growth Lead to devise an international growth plan into the USA with minimal impact to the Australian business.

Hello Molly

Strategy Consultant

Sparrow Flights used technology to Personalise and Streamline SMB travel. Sparrow was a runner-up in the Australasian Start up Awards, as the “Best new app”.

- Raised $120k Seed investment to build and launch Sparrow.
- Built the marketing and sales strategy for Sparrow Flights which resulted in over $2.5m in bookings over the lifetime of the business. 
- Developed a comprehensive feedback loop from customers to help guide the product development.

Sparrow Flights

Co-Founder & Director

After exiting Digital Massive, DP Shepherd Investments was created as a consulting company and an individual investment company. 

- Invested in multiple private companies.
- Worked via DP Shepherd Investments on Bing Lee, Hello Molly, Pendula, Woolmark, Boardworld and a number of other companies.

DP Shepherd Investments

Founder & Director

Managed a team of internal staff and agencies, reporting to the Head of eCommerce and the GM, I designed and Implemented the strategy to grow Bing Lee’s Online Revenue from $xm to $xxxm (32x) in 5 years.

- 32x Bing Lee’s eCommerce revenue over 5 years. Growing online revenue from $xm to $xxxm.
- Worked closely with the GM & Head of eCommerce to build a cutting edge, headless commerce solution which replaced Magento and a legacy POS. This allows for close to real-time data synchronization with internal systems and marketing automation platforms.
- Managed an $xxm marketing budget to split over channels, technologies and agencies. This resulted in the lowest cost per sale in the recent history for the business. (x% down from >xx%) 
- Managed a team of external agencies, and internal staff across Paid Media, Organic Search, Affiliate Marketing, Data Strategy & Analysis. 
- Implemented technologies that focused on user experience, with the goal to increase revenue and conversion rate, which resulted in a conversion rate uplift of 871%.
- Presented marketing plans to major suppliers (Samsung, Dyson, Miele, LG etc) which unlocked an additional $1m budget for the eCommerce business.
- Worked with platforms such as Google to build industry leading Campaigns which resulted in the massive increase in overall eCommerce revenue. Implemented numerous beta programs such as Organic Shopping, Google Store Sale Direct and Facebook Conversion API.
- Implemented strategies, both on and offsite with the aim to increase the AOV and Items Per Baskets, which resulted in an AOV increase of 43% with little to no increase from the Average Item Value.

Bing Lee Electrics

eCommerce Strategy Consultant

Acquired by Jaywing plc (UK)

I founded Digital Massive in my second bedroom with our first client paying $50 a month! I grew Digital Massive to 8 full time staff with $2m in Yearly Recurring Revenue in 3 years.

- Digital Massive was founded with the aim of building winning Digital Campaigns for medium to large eCommerce clients.
- Provided multiple services, including: Paid Search & Shopping, Organic Search, Display, Facebook Ads, Analytics and Conversion Rate Optimisation.
- Worked with numerous market leaders, such as Quiksilver Group (APAC), Wedgwood Group UK & AU, Matt Blatt (Acq Kogan) and Exact Target (Acq SalesForce)
- Grew the business from $0 to over $2m in revenue in less than 3 years. Building the team to 8 full time staff and multiple overseas consultants.

Digital Massive

- Built a team of 6, 2 SEOs, 2 account managers, 1 BDM and 1 Paid Search to provide services to SMB clients.
- Managed the highest revenue ($82k MRR) of any Key Account Manager (not including ad spend) 
- Ultimately left to start Digital Massive.

David Shepherd