Marketing Manager HNWI and B2B

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

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.

  • Implemented a structured campaign performance framework, introducing clear ROI measurement, lead attribution, and reporting. This enabled more informed marketing investment decisions and established a new reporting model that reduced team workload by 11 hours per month.

  • Designed and launched a structured HNWI client onboarding journey, improving brand experience, engagement, and early-stage retention, while strengthening trust and confidence among high-value clients.

  • Introduced greater visibility and governance across campaigns, ensuring coverage across the full marketing funnel. Improved consistency, efficiency, and commercial accountability by defining a strategic roadmap through FY2027, supported by clear performance metrics across premium and institutional segments.

  • Owned the end-to-end Alpha client journey, ensuring every touchpoint delivered a consistent premium brand, tone, and experience. Delivered a comprehensive journey map and reference guide, alongside formal brand guidelines, presentation standards, and internal marketing processes to align cross-functional teams and create a unified view of marketing activity.

CMC Markets 

2025 - Contract

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.

Technogym 

2020- 2025

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.

  • Drove continuous improvement in lead generation and lead quality, delivering 469 qualified leads in 2025 alone, generating $28.5M in sales opportunities.

  • Owned marketing budget and performance metrics end-to-end, implementing a disciplined ROI-led strategy across the customer lifecycle. This delivered a 20% reduction in CPA, enabling the business to achieve or exceed sales targets every year.

  • Built and led a high-performing team of marketers and interior designers; two team members were awarded Employee of the Year. Implemented a structured project management system for interior design delivery, reducing time to quote by 60%, accelerating client turnaround and increasing sales close probability.

  • Increased consumer share of voice by 50% through a highly targeted paid media strategy that contributed to generate 28M impressions of earned media, significantly strengthening brand visibility

  • Partnered with Sales Directors on targeted, segment-specific campaigns to reposition underperforming verticals. Delivered 20% revenue growth in a previously low-performing segment (Hospitality & Residential) and contributed to +10% year-on-year total revenue growth.

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.

BUCK Grooming

2015- 2019

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.

  • Built and scaled a profitable men’s grooming brand, reaching breakeven in year one with 90%+ gross margins and delivering consistent YoY revenue growth through a balanced 65% DTC / 35% wholesale revenue mix.

  • Launched 7 products over four years, including two limited editions, owning the full product lifecycle from formulation and positioning to GTM and media launch.

  • Established national distribution with 40 retail stockists, alongside a fully in-house DTC e-commerce platform.

  • Created a distinctive brand campaigns (“Remembered by the face”, “I’d BUCK That”), achieving an estimated ~1% market share in the Australian men’s grooming category and securing earned media coverage in leading men’s lifestyle publications such as Man of Many and Boss Hunting

  • Achieved best-seller status for a hero product with a leading Australian men’s grooming retailer and subscription platform.

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.

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.

Education

UNIVERSITY

Masters Degree

2009

Trade Marketing

Universita’ degli Studi di Parma

Bachelor Degree

2007

International Marketing

Universita’ degli Studi di Modena

DIGITAL

MARKETING

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

LEADERSHIP

Frontline Leadership

2022

AIM

Scrum Master - Agile Methodology

2025

Scum Alliance

PROJECT

MANAGEMENT

Other previous roles

Project Management Certification

2022

AIM

Tools & Platforms

Creative Production: Adobe Suite, Canva, Figma

CRM & Lifecycle: Salesforce, MyWellness, Braze

Compliance: SAP, iProcurament Oracle

Reporting: Power Bi, SFDC, ThoughtSpot, Google Analytics

Digital Marketing: Hootsuite, Meta Suite, Contenful, Commission Factory, Rakuten, LinkedIn

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

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

Media and brand monitoring: Meltwater, Qualtrics

Languages

English: Proficient

Italian: Proficient

Spanish: Advance

EN

French: Beginner

IT

ES

FR