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Intro

An international award-winning executive, Paul has delivered outstanding B2B and B2C SaaS, Finance, Real Estate and Analytics industry user experiences and commercial success across the entire customer lifecycle. He operationalises customer insight, product marketing, brand, digital transformation, sales and CX strategies to drive acquisition, growth, and retention.

Paul consistently pushes his teams to explore the boundaries of data insight, creativity, media and technology. He has been recognised for brand, demand gen, digital transformation and marketing effectiveness at the highest level, including the Cannes Festival of Creativity, Global Effies, Global Interactive Media, W3 and LIA Awards,  JWT Top 100, Forrester and WARC.

Highly data-driven, with a Degree in Applied Statistics and research consulting experience, his marketing is grounded in the needs of ideal customer profiles and the development of compelling customer value propositions. He creates transformative digital experiences that put the customer first and combines data models and automation to proactively retain customers and maximise lifetime value. Pipeline and attribution are transparent and ROMI optimised via test and learn hypothesis testing.

Uniquely, he has also managed e-commerce, inside sales, customer success, sales enablement and product development teams, in addition to P&L management. He possesses a deep understanding of start up and corporate planning cycles, project management, board requirements and corporate strategy. This makes him a highly respected team leader, coach, collaborator and consultant who can quickly integrate and drive prioritised alignment between teams in complex, matrixed organisations. 

Delivery Highlights

  • Business Transformation: Utilised behavioural and attitudinal data to segment the Vodafone customer base, resulting in a restructuring of their marketing team. Developed ANZ Bank's migrant strategy, shifting focus to the Asian market. Built smrtr's 3-year plan, martech stack and customer data management process, successfully raising investment. Established CoreLogic's SaaS customer segmentation, re-framing customer management and targeting across the business
  • Digital Experience: Led the creation of highly acclaimed digital platforms Property Guide App and Investorville that garnered international public relations and positioned Commonwealth Bank as an innovation leader. Built and launched CoreLogic's consumer SaaS Property Value, resulting in $1m p.a recurring revenue and later expanded to NZ
  • Digital Demand Gen & Capture: Spearheaded groundbreaking lead generation and e-commerce programs, driving substantial growth in sales pipeline and online-originated revenue. Achieved a 3:1 return on investment for Commonwealth Bank, 68% p.a. growth in B2B SaaS online-originated revenue for CoreLogic, and a 45% reduction in Cost Per Lead for Academy Xi. Developed an Account Based Marketing program that combined thought leadership white papers, articles and client case studies with a heavy LinkedIn presence to generate 50% of all new business acquisitions at smrtr.
  • Customer Lifecycle Management: Identified the source of Archistar customer churn, re-framing their acquisition focus and introducing a proactive customer management programme. Utilized propensity models to drive profitable financial services marketing campaigns and increase share of wallet. Developed an automated, profitable customer journey for home loan pre-approval. Implemented SaaS onboarding and propensity-based messaging, reducing churn by 50%. Implemented a 90-day digital lead nurture journey for Academy Xi, increasing performance marketing lead generation conversion rates.
  • Brand, Product & Field Marketing: Created smrtrs' brand architecture and launch, securing media coverage and customers including News Limited, GumTree and Channel 10. Developed Archistars' Ideal Customer Profile and Customer Value Proposition. Launched the Commonwealth Bank No Fee Home loan, capturing 15% of all sales, and re-positioned Financial Planning services, achieving 60% growth in registrations. CoreLogic events and sponsorships consistently drove positive ROMI
  • Sales Management & Enablement: Implemented processes, playbooks, and incentives that grew telesales revenue by 30% from $4m to $5.2m in annual sales. Designed Academy Xi commission plans that improved staff retention and sales conversion rates. Transformed CoreLogic sales channel conflict via a 'net growth' geographic portfolio approach.

Career Summary

  • Founder & Fractional CMO, Paul & Co (2011 - Present)
  • Chief Marketing Officer, Academy Xi (2022 - 2023)
  • Chief Marketing & Strategy Officer, smrtr (2019 - 2022) 
  • General Manager Marketing & Sales Strategy, CoreLogic (2018-2019)
  • General Manager Inside Sales & eCommerce, CoreLogic (2017-2018
  • General Manager Consumer Product & Digital, CoreLogic (2012-2016)
  • Executive Marketing Manager - Home Loans, Financial Planning & Insurance, Commonwealth Bank (2008-2012)
  • Strategy, Marketing & Research roles - ANZ Bank (2007-2008), Yellow Pages (2005-2007), Kantar TNS & Ipsos (2000-2005)

Leadership & Business Experience

Paul & Co
Dec 2011Current

Founder & Fractional CMO

Paul & Co embeds award winning go to market and customer management thinking into organisations, without full time C suite investment. Supported by a range of experts, our power hour, masterclass, project and retainer services deliver three core capability outcomes in a fraction of the time thought necessary:

  1. CVP: Winning business strategy, strong brand identity, product/market fit and value propositions, based on the voice of ideal customer profiles.
  2. GTM: Team structure and system design, go to market playbooks and enablement for effective demand generation and higher conversion.
  3. LTV: Customer segmentation, digital experience and nurture for lower churn, higher life time value and sustainable business growth and reputation.

I have run Paul & Co in both a full time or part time capacity since 2011. Clients include CoreLogic, Vivant, smrtr and Archistar.

Academy Xi
July 2022August 2023

Chief Marketing Officer

Academy Xi is an Australian EduTech start-up providing practical, skill-specific courses across Design, Business, Data and Tech. As Chief Marketing Officer I was accountable for a team of 10 (including an in-house agency team), all voice of customer, brand, digital experience, NPS, marketing, MQL generation, board reporting and presentations.

Achievements

  • Managed a cross-department team to deliver a new website user experience, identifying personas, conducting user research and completely updating the user interface and e-commerce engine under a refreshed brand. Worked with tech to reduce page load time from 12 seconds to sub-2 seconds. Identified key SEO opportunities and lower competition SEM terms lower down the funnel. Key outcomes included a reduced Cost Per Lead from $180 to sub $100 (reflecting media efficiency of $1m p.a.), improved landing page conversion (from 5% to 8%) and e-commerce increasing from 15% to 30% contribution of all sales
  • Upon identifying below industry average sales conversion rates, created an end-to-end multi-channel “lead to onboarding” automated email & SMS nurture process (comprising 50+ triggered dynamic emails), complemented with a systemised approach to sales contact and use of Salesforce email templates
  • Established a consistent process for planning and delivered a product marketing strategy that helped Product Managers understand value drivers for identified personas, re-positioned products and provided sales enablement training, collateral and playbooks
smrtr
Nov 2019June 2022

Chief Marketing & Strategy Officer

smrtr is a start-up that commercialises first, second and third-party data sources to help companies better understand consumers. As a member of the executive leadership team, I was accountable for 3 direct reports, all marketing, digital experience, company strategy and board reporting. The company quickly established a customer base and revenue.

Achievements

  • With a number of possibilities, it was important to attain a level of prioritisation and focus, with particular importance on simplifying the overall company value proposition. I wrote the three-year company strategy that prioritised focus areas, managed the investor deck and helped secure a $2.5m investment in the company
  • Created and positioned a new brand strategy, brand architecture, messaging and identity. Built website and sales collateral. 100 senior marketers and executives attended the launch event, with coverage in the AFR
  • Taking ownership of the CRM structure and data management, I built a prospect database and Account Based Marketing/Social Media digital lead generation machine on a shoestring budget, resulting in Marketing immediately becoming a profit centre with MQLs generating >50% of all new business for the company
  • Conducted market analysis to determine product/market fit and worked with Analytics and Sales teams to develop a range of data-driven audience segments that met all performance metrics 
CoreLogic
Jan 2012Oct 2019

General Manager Marketing & Sales Strategy, Inside Sales & eCommerce, Consumer Product & Digital

CoreLogic is the world's largest property data and analytics company. Across three senior leadership roles over 8 years at the Asia Pacific division, I was accountable for between 10 and 16 direct and indirect reports, VoC, NPS, marketing, digital, sales enablement, eCommerce & Inside Sales revenue channels and consumer product revenue. Revenue doubled during my tenure.

Achievements

  • Introduced a data-driven based approach to lead generation that provided a clear view of ROI to the Executive team. Website improvements and an SEM/SEO programme increased online originated SaaS revenue from $2.8m to $4.7m p.a
  • Identified opportunity for a consumer offering in the property data space, building a business case, product managing the build and promoting SaaS Property Value - generating $1m p.a
  • Delivered the first eCommerce channel, creating an additional $1m in revenue within 12 months
  • Given responsibility for all "inside sales" (eCommerce and Telesales), creating processes and playbooks that helped grow Telesales revenue by 30% from $4m to $5.2m in annual sales and becoming the dominant SME sales channel
  • CoreLogic events, industry conference participation and client sponsorships consistently drove pipeline and positive ROMI, in addition to helping secure large deals where client sponsorship was included as an option
  • Given a wider sales enablement and customer management remit and quickly identifying a retention issue, I rolled out automated onboarding programmes, affecting customer experience and engagement and halving churn. I then used SaaS usage metrics to build a customer segmentation that was used for customer management and sales targeting.
  • Noticing varying levels of field sales performance I delivered a sales performance & customer health reporting framework that increased sales activity by 15% and restructured sales KPIs to take a net growth portfolio approach
  • Product marketed a series of new solutions which doubled Enterprise marketing revenue from $2m to $4m
Commonwealth Bank of Australia
Feb 2008Dec 2011

Executive Marketing Manager - Home Loans, Financial Planning & Insurance

Commonwealth Bank is Australia's largest bank. I was accountable for 7 direct reports and all Home Loans, Financial Planning & Insurance marketing outcomes across all marketing mediums ($20m p.a. marketing budget). During my tenure, home loans revenue more than doubled and market share grew from 18.4% to 21.9%.

Achievements

  • Worked with the analytics team to create a series of upsell, cross-sell and retention based one to one marketing programmes that leveraged the existing customer base and drive significant share of wallet and main bank customer improvements
  • With low conversion of Home Loan Pre Approval applications, I identified there was no customer communication after the initial approval, including after the approval expired. My team and I mapped out the buying journey and customer needs and created helpful content and tools for home buyers. Communications were triggered at different points in the journey, including the option to easily extend approval. From an investment of only $71,611, we were able to earn $2.524m in incremental profit (over control cell) - a ROMI of 3,526%. The campaign won two Effies for marketing effectiveness
  • The bank traditionally took a seasonal campaign-based approach where portions of the marketing budget were drip-fed to agency partners. I restructured the approach to take an annual view of media spend and delivered the first "always on" digital marketing programme. The larger brief provided much larger media buying power, enabling the agency to negotiate a media partnership with Domain, embed creative within the home search experience and better plan SEM. The approach generated a 3:1 media return, greatly improving efficiency and measurability and winning a Gold Effie for marketing effectiveness
  • Identifying very little differentiation in the home loan market, we went about transforming our messaging and value propositions around securing a home and positioning the home loan as an enabler. This strategy provided creative space to create the multi award winning Property Guide app which reached #3 in the Australian app store, was covered by international media and set a new benchmark for banking digital creativity and experience
  • With the bank wanting to increase its share of wallet in a buoyant property market, I was tasked with growing Investment Home Loans. Rather than simply offering an investment home loan to customers our propensity models identified, we went about creating the world's first property investment simulator, Investorville. The platform paid for itself within 12 weeks and was acknowledged as the Transformational Digital Business Platform of 2012
  • Increased Financial Planning seminar registrations by 60% YoY & turned a 4 year lead decline into 9% growth, generating $17m at a 4:1 return. Non advice life insurance data driven marketing programme generated $19m at 3:1 return
ANZ Bank, Yellow Pages, Kantar TNS, Ipsos
20002008

Strategy, Marketing & Market Research Roles

More information available on request

Education

  • BSc, Applied Statistics, University of Waikato (Golden Key International Honours)
  • Strategic Selling & Conceptual Selling Certification (Miller Heiman)
  • Certified Lifecycle Marketing Automation & CRM Consultant (Data Scouts)
  • Certificate, Scrum Methodology (Agile Scrum Alliance)
  • Introduction to Artificial Intelligence (Institute of Applied Technology)
  • Certificate, Communication & Media Studies (Commercial Communications Council)
  • Certificate, Direct Marketing (NZ Marketing Association)

Personal Interests

A father of three, I enjoy supporting my children on sports fields and performance stages. I have a lifetime passion for sport,  playing touch rugby, the occasional round of golf, working out and watching my beloved All Blacks, Canberra Raiders and Manchester United. I enjoy cooking, gardening, dabbling in property investment (wrote a book on the topic) and (slowly) learning Spanish.

Industry Recognition

  • Cannes International Award (Silver Lion)
  • John Caples International Award (Bronze)
  • 6 x Effie Awards (Global, Gold x 2, Silver, Bronze x 2)
  • 3 x Festival of Media Awards (Global, Asia x 2)
  • 3 x International Midas Awards (Gold x 3)
  • 2 x Interactive Media Awards (Global, Australia)
  • 2 x Global W3 Awards (Gold, Silver)
  • London International Advertising Award (Bronze)
  • 7 x ADMA Awards (Gold x 2, Silver x 3, Bronze x 2)
  • 4 x AIMIA Awards (including Grand Prix)
  • 3 x MFA (Media Federation Association) Awards
  • 3 x IAB (Interactive Advertising Bureau) Awards
  • B&T Marketing Team of the Year Award
  • 2 x Cannex Innovation Excellence Awards
  • 2 x Australian Lending Awards
  • Asian Banker Award
  • Money Magazine Best of the Best Award
  • 3 x NZ Market Research Effectiveness Awards (Platinum)

Skills

  • Customer: Voice of the Customer, Market Research, Customer Experience, Customer Lifecycle Management, Retention
  • Strategy: Strategic Planning, Growth Strategies, Critical Thinking, Business Transformation, Segmentation, Market Planning
  • Marketing: B2C Marketing, B2B Marketing, Marketing Strategy, Integrated Marketing, Product Marketing, Social Media Marketing, Brand Management, Lead Generation, Creativity & Innovation, Field Marketing, PR, Events, Sponsorship, Campaign Planning & Execution, Marketing Operations
  • Digital: Search Engine Optimisation (SEO), Search Engine Marketing (SEM), Demand Generation, Demand Capture, Lead Generation, Conversion Rate Optimisation (CRO), Digital Marketing, User Experience (UX), eCommerce
  • Data Driven Marketing: Direct Marketing, Marketing Automation, Account Based Marketing, SalesForce CRM, Analytical Skills, Performance Metrics
  • Sales: P&L Management, Inside Sales, Sales Enablement, Customer Acquisition, Lead and Opportunity Management
  • Product: Product Management, Product Positioning, Pricing, Business Case Development
  • Collaboration & Leadership: Agile Methodologies, Project Management, Team Management, Coaching, Servant Leadership
  • Communication: Presentation Skills, Board Reporting, Stakeholder Engagement, Interpersonal Skills