Dinesh Varma

Built and led a high-performing Growth Marketing team responsible for customer acquisition, website performance, and conversion strategy across all Sky brands, including Sky Direct-to-Home, Sky Broadband, NEON, Sky Sports Now, and Sky Business. Oversaw end-to-end growth initiatives in a highly competitive streaming and telecom market, driving subscriber growth and revenue performance against major global competitors such as Netflix and Disney+.

• Spearheaded full-funnel acquisition campaigns across paid media, SEO, partnerships, and emerging platforms to expand market share and accelerate customer growth.
• Owned revenue delivery for digital acquisition channels, aligning marketing investment with business P&L and driving double-digit growth in high-value customer segments.
• Led website and conversion optimisation programs using data-driven experimentation, personalisation, and A/B testing to maximise funnel efficiency and ARPU.
• Scaled growth experimentation frameworks, validating new tactics to enhance engagement, retention, and LTV across digital products and platforms.
• Leveraged analytics and multi-touch attribution to improve ROI visibility and guide strategic investment decisions.
• Managed multi-million-dollar performance budgets, re-allocating spend to maximise ROAS and support adoption of advanced marketing automation.

Key Achievements

• Delivered quarterly acquisition revenue targets ahead of schedule through rapid optimisation and performance discipline.
• Built the Growth Marketing function from the ground up, hiring top talent and embedding data-led performance frameworks.
• Transformed Sky’s acquisition strategy into a scalable, customer-led growth engine that improved conversion rates and revenue efficiency across digital channels.

Led a high-impact marketing function driving B2C and B2B customer growth, revenue, and engagement for Auckland Transport, including Employee FareShare, PayWave payment adoption, and multi-modal behaviour change initiatives. Oversaw multi-million-dollar marketing budgets and end-to-end campaigns across paid media, digital, email, and social channels, combining acquisition, retention, and behaviour-change strategies to drive measurable business impact.

• Developed and executed multi-channel acquisition campaigns targeting both individual commuters and corporate clients, increasing adoption of PayWave, Employee FareShare, and other transport services while maximising budget efficiency.

• Owned the full customer journey, from awareness to onboarding and ongoing engagement, using personalisation, audience segmentation, and data-led insights to increase conversion, repeat usage, and lifetime value.

• Implemented behaviour-change marketing programs to drive multi-modal transport adoption, improve commuter habits, and increase public transport revenue.

• Directed digital strategy and analytics, establishing robust reporting frameworks and attribution models to optimise spend, improve ROI, and provide visibility to senior leadership.

• Managed internal teams and agency partners to deliver high-impact campaigns, ensuring alignment with operational, privacy, and compliance requirements.

Key Achievements

• Tripled B2B Employee FareShare sign-ups and significantly increased B2C PayWave adoption through targeted campaigns, optimising acquisition costs and driving measurable revenue growth.
• Drove recurring revenue growth via subscription and auto top-up programs through retention-focused, personalised campaigns.
• Increased multi-modal behaviour adoption among commuters, contributing to higher ticketing revenue and reduced single-mode reliance.
• Built a data-driven marketing and analytics framework, enabling precise audience targeting, improved campaign performance, and smarter budget allocation.

Oversaw end-to-end e-commerce operations and digital marketing for the Group, responsible for revenue, P&L, and customer experience across owned and marketplace channels. Led cross-functional teams including customer care, digital marketing, development, UX, and UI, ensuring a seamless, data-driven journey from acquisition to retention.

• Owned paid search and performance advertising strategy, continuously optimising campaigns to maximise traffic, ROAS, and revenue growth across Google Ads, Shopping, and international marketplaces (Amazon, eBay, Walmart, Etsy).

• Improved conversion rates by 20% and revenue by 30% through optimisation of e-commerce user journeys, site UX/UI enhancements, and segmentation using first- and third-party data.

• Developed and executed new product launches, promotions, and sales campaigns, aligning marketing, B2B sales, and development teams for consistent messaging and revenue impact.

• Led SEO strategy, increasing organic traffic by 30% and improving discoverability of new products across all websites.

• Managed email and SMS automation workflows in HubSpot, optimising personalised journeys for acquisition, engagement, and retention.

• Directed cross-functional teams—customer care, digital marketing, UX/UI, and development—ensuring cohesive customer experience, data-driven decision making, and high-impact campaign delivery.

• Owned budget allocation and performance reporting, using analytics to optimise spend, ROAS, and overall e-commerce profitability.

Key Achievements

• Increased overall e-commerce revenue by 30% through integrated paid, organic, and UX-driven optimisation initiatives.
• Successfully scaled international marketplace operations, driving measurable revenue growth and improving customer satisfaction.
• Built and aligned multi-disciplinary teams to deliver seamless customer journeys, improve conversion, and reduce friction across the digital ecosystem.

Managed multi-channel digital marketing budgets (SEO, paid advertising, social, agencies) and oversaw the end-to-end online customer experience. Led data-driven optimisation, user journey mapping, and cross-channel campaign execution to drive acquisition, engagement, and revenue growth.

• Developed and executed A/B and multivariate tests, optimising email, SMS, and web journeys via Braze and other automation tools.
• Implemented custom attribution models and audience segmentation using 1st- and 3rd-party data to improve targeting and campaign efficiency.
• Led SEO and content strategy, technical audits, and editorial guidance, increasing organic traffic and user engagement.
• Directed paid search and marketplace campaigns, optimising Google Ads, Shopping, and international platforms.

Key Achievements

• Increased conversion rates by 34% through journey optimisation and data-driven campaigns.
• Achieved 15,000 premium subscribers for NZH in 8 months.
• Drove 150,000 app downloads for OneRoof in 8 months.
• Recognised with Startup of the Year 2019 award.

Led paid search, display, SEO/SEM, social media, and website strategy, driving digital sales growth and optimising user experience. Managed cross-functional teams and collaborated with partners to improve platform connectivity and booking capabilities.

Key Achievements

• Redesigned website and integrated Rezdy with international booking platforms (TripAdvisor, Trivago), boosting online reservations.
• Increased conversion rate to 4.5% and reduced bounce rate by 34% through CRO and user journey optimisation.
• Developed analytics dashboards and reporting frameworks to measure performance and guide marketing investment.

Led full eCommerce transformation, shifting retail operations to an online store, eBay, and Amazon, managing end-to-end processes and driving online sales.

Special Achievement: -Distinction for Business Ethics and Merit for Marketing. Completed full research on Amazon.com.