Marketing Manager HNWI and B2B

A global fintech operating across multiple international markets and a recognised leader in CFD trading platforms and investment services.

CMC Markets 

2025 - Contract

Achievements 

Appointed on an 11 month contract to lead a comprehensive brand audit, realign brand architecture, and develop the FY 2027 marketing strategy for the HNWI and B2B segments.

  • Rapidly onboarded into a highly complex and regulated product environment. Within four weeks, built a strong understanding of CFDs, internal processes, and the competitive landscape, and completed a full brand and market audit.

  • Led a complete brand refresh for HNWI and B2B, delivering updated brand guidelines including positioning, tone of voice, content creation standards, sales enablement messaging, and onboarding journey frameworks.

  • Introduced new ways of working between sales and marketing, improving alignment, visibility, and accountability while strengthening collaboration across both teams.

  • Defined the strategic roadmap to support long term growth across premium and institutional segments through FY 2027.

Responsibilities

  • Planning and delivery of B2B and B2C events, including high end client experiences and educational programs.

  • Ownership of paid media and advertising strategy across HNWI and B2B audiences.

  • Management of marketing budgets and ROI tracking for the HNWI and B2B portfolio.

  • Delivery of premium, invitation only events aligned to high net worth client acquisition and retention.

  • Development and management of strategic partnerships with the ASX and other key players within the financial services ecosystem.

  • Design and optimisation of CRM and onboarding journey strategy across acquisition, activation, and retention.

Head of Marketing

A global wellness and fitness technology company operating across multiple international markets and a recognised leader in connected fitness equipment digital ecosystems and corporate wellness solutions.

Achievements 

Led the digital transformation of Technogym Australia, successfully transitioning the business from LED based equipment to live console subscription technology. Drove the migration of clients to a new connected ecosystem, reshaping the full member journey through Technogym’s latest CRM and digital solutions.

  • Spearheaded the consumer transformation of the business. In 2020, Technogym operated primarily as a B2B brand. By 2025, the consumer division had become the most profitable segment, achieving nine fold revenue growth since 2020.

  • Built strategic differentiation across both B2C and B2B by developing new verticals including Hospitality and Residential, creating diversified revenue streams and strengthening brand positioning beyond traditional fitness clubs.

  • Delivered year on year double digit digital sales growth across all business segments through data driven performance marketing, CRM optimisation, and full funnel integration.

  • Launched Technogym’s first flagship showroom in Australia, transforming the business from a 20 person organisation into a 100 person operation by 2025 and establishing a national experiential retail platform.

  • Drove disciplined cost management by restructuring marketing OPEX, eliminating inefficiencies and introducing clear ROI accountability, directly improving EBIT performance.

  • Scaled and led a high performing marketing team and developed a culture aligned to commercial outcomes.

  • Elevated Technogym’s brand positioning as the undisputed premium wellness leader in Australia.

  • Embedded the shift from aesthetics to longevity and performance led wellness.

  • Implemented full funnel reporting across CRM, digital media, showroom  and sales pipelines.

Responsibilities

  • Ownership of product marketing and go to market strategy across all segments, ensuring strong commercial alignment and effective market execution.

  • Executive leadership team member, reporting directly to the Country Manager and working in close alignment with Global HQ.

  • Development and execution of paid media and public relations strategy to drive brand awareness, demand generation, and reputation management.

  • Leadership and development of the marketing team, including performance management, capability building, and culture.

  • End to end digital marketing strategy across performance, brand, and owned channels.

  • Oversight of content strategy and SEO optimisation to support both brand authority and lead generation.

  • Full ownership of marketing budgets, forecasting, and performance reporting to senior leadership and cross functional stakeholders.

  • Strategic planning and delivery of the events and activations calendar, including experiential marketing, partnerships, and flagship launches.

  • Design and optimisation of lifecycle marketing and CRM journeys across acquisition, engagement, conversion, and retention.

  • Management of external agency partners across public relations, paid media, digital, and creative.

Technogym 

2020- 2025

Founder and Director

BUCK Grooming was created to challenge traditional men’s grooming conventions with a bold tone of voice, simple product architecture, and accessible pricing, without compromising on quality or brand strength..

Achievements 

Having grown up in the beauty industry through my family business, I developed an early understanding of product, branding, and retail. This exposure led me to identify a clear gap in the men’s grooming market: a modern, affordable brand positioned for the middle market, designed to speak authentically to everyday men.

  • Launched seven products over four years, including two limited edition collections, owning the full product lifecycle from formulation and positioning to go to market strategy and media launch.

  • Built a national footprint with 40 retail stockists across Australia, supported by a direct to consumer e commerce platform fully managed in house.

  • Developed a distinctive brand identity and creative platform anchored by the brand line “Remembered by the face” and campaigns such as “I’d BUCK That”, using wit and cultural relevance to connect directly with the target audience.

  • Secured earned media coverage in leading men’s lifestyle publications including Man of Many and Boss Hunting, strengthening brand credibility and reach.

  • Achieved best seller status for face moisturiser within GentSac, one of Australia’s most iconic men’s grooming retailers and subscription platforms.

Responsibilities

  • Full ownership of e commerce and digital growth, including performance marketing PPC, SEO, influencer marketing, content strategy, and CRM.

  • Development and execution of paid and earned media strategy across launch and always on activity.

  • End to end brand management across multi channel campaigns, creative direction, and tone of voice.

  • Ownership of go to market and product launch strategy across wholesale and direct to consumer channels.

  • Full P&L accountability, including revenue targets, pricing strategy, forecasting, and management of a sales team of two.

  • Management of external creative and production agencies.

  • Planning and execution of brand events and strategic partnerships.

  • End to end product development and supply chain management, including sourcing, purchasing, inventory planning, and stock control.

Elsafe

2014- 2014

Marketing Coordinator

Elsafe is a UK based company operating in Australia, delivering advanced fast charging technology for offices and commercial environments including airports and large scale workplaces.

Led the Australian marketing function, reporting to the Sales Director. Responsible for supporting commercial growth through trade shows, sales collateral, content development, and marketing support aligned to enterprise and B2B sales cycles.

BUCK Grooming

2015- 2019

Education

UNIVERSITY

Masters Degree

2009

Trade Marketing

Universita’ degli Studi di Parma

Bachelor Degree

2007

International Marketing

Universita’ degli Studi di Modena

Avelo Trigold (formerly IRESS)

2012 -2013

Advertising & Sponsorship Manager

Responsible for selling advertising placements to lenders on the Trigold platform, marketing directly to financial brokers. Worked closely with financial services clients to develop targeted campaigns within a highly regulated industry environment

Tax & Advise

2010 - 2012

Account Manager - global markets

Managed international clients seeking to expand their businesses into the UK and other global markets. Acted as the first point of contact, responsible for screening inbound enquiries, conducting initial consultations, and coordinating with accountants and tax specialists.

Provided ongoing account management, problem solving, and relationship management for business owners entering new markets, ensuring a seamless client experience and long term partnerships.

Other previous roles

Bipin Cider

2014- 2015

Account Manager

Worked with Bilpin Cider, a local Sydney based craft cider and craft beer brand, to develop and grow the New South Wales territory. Focused on expanding distribution, increasing brand visibility, and driving market share growth across on premise and retail channels

DIGITAL

MARKETING

EN

LEADERSHIP

PROJECT

MANAGEMENT

Scrum Master - Agile Methodology

2025

Scum Alliance

Project Management Certification

2022

AIM

OMCA (Online Marketing Certified Associate)

2026

OMCA

Digital Strategy & Business Opportunities

2024

Digital Marketing Institute

Digital Marketing Strategy Course for Managers and Leaders

2026

University of Sydney

Frontline Leadership

2022

AIM

Creative Production: Adobe Suite, Canva, Figma

CRM & Lifecycle: Salesforce, MyWellness, Braze

Compliance: SAP, iProcurament Oracle

Digital Marketing: Google Analytics, Hootsuite, Meta, Contenful, Commission Factory, Rakuten

Reporting: Power Bi, SFDC, Thoughtspot

Project Management: monday.com., Trello, Jira, Miro

Tools & Platforms

Media and brand monitoring: Meltwater, Qualtrics

IT

ES

FR

Languages

English: Proficient

Italian: Proficient

Spanish: Advance

French: Beginner