CV

Work Experience

2021 - current

Managing Director, Co-founder

A Simple Union

Managing Director, Brand and Creative Strategy

The Ricciardi Group

New York City, NY, USA | Austin, TX, USA

Managing Director at both "A Simple Union", Texas and "The Ricciardi Group", New York City.

A Simple Union:

ASU is a marketing consultancy that creates lasting value via a strong focus on partnerships and a staunch belief that simplicity drives impact. We offer services through a global network across brand, content, performance, and growth marketing.

The Ricciardi Group:

Leading brand, creative and client strategy for The Ricciardi Group, a specialist marketing and advertising agency, rated one of The America’s Fastest growing companies in 2021. Responsible for client brand positioning + architecture, go-to-market + creative strategies of digital (search, content, social media, programmatic/display) & TV assets (CNBC, Bloomberg etc) across the USA.

2019 - 2021

Senior Vice President, Head of Brand & Marketing, Americas

Macquarie Group

New York, USA

Leading brand and marketing for Macquarie Group in the America's region.

Overall responsibility for the Macquarie brand, content, social media, sponsorships, digital and design & production for the group in North and Latin America.

Executing a multi-faceted role within an all-encompassing SVP position, driving the implementation of effective marketing campaigns to meet business objectives and achieve profitable outcomes. Engage with key business stakeholders to understand their needs, while utilizing creative marketing and brand solutions including content development, social media, advertising, etc.

2017 - 2019

Group Strategic Engagement Director + Integrated Brand Director

BBDO Worldwide

New York, USA

Leading strategic engagement, brand and digital planning strategies for fortune 100 clients as part of BBDO Worldwide.

Part of the account leadership team, my work for ExxonMobil spanned all global B2C and B2B lines of business and included brand and digital strategy execution across retail stores, credit cards, mobile applications, large scale sponsorships (NBA, Formula 1), customer loyalty and digital technology (incl. Amazon Alexa) to name a few.

It also included significant involvement in various new business pitches, including acting as 1 of 4 global brand leads that won Omnicom Group the global Ford business, valued at ~$USD500MM p.a.

2013 - 2016

Head of Digital Marketing, Performance Marketing & Content

GE Money / GE Capital Australia & New Zealand: now "Latitude Financial"

Melbourne, Australia

Leading digital marketing + brand, content, web development and performance + growth marketing for GE Money and GE Capital in Australia & New Zealand.

Leading a team of 25+ digital marketing, analytics & web development professionals focused on the analysis, acquisition, and retention of customers across multiple digital channels, brands, and verticals for GE Money and GE Capital Australia & New Zealand.

My team included experts in Digital Marketing, Search, Social Media, Content Marketing, Digital Analytics, Digital Strategy, Web Development & User Experience.

★ With the ~$8 billion sale of GE Money + GE Capital Australia and New Zealand to private equity I was the digital lead for the rebrand of the organization to “Latitude Financial."

2012 - 2013

Digital Marketing (Sales), Strategy & Optimization Lead

Medibank

Melbourne, Australia

Leading digital marketing strategy, performance + growth marketing, strategic content marketing and optimization for Australia's largest health insurance company.

This role enabled effective digital sales & marketing strategies for the Medibank retail private health insurance portfolio through digital and associated distribution channels. This included the optimization of brand, content marketing, digital product performance and lead management into the phone and retail channels.

The role was further responsible for the definition, initiation, and management of a strategic roadmap of initiatives to capitalize digital sales potential.

2010 - 2012

Head of Digital Insights & Analytics

Telstra Group

Melbourne, Australia

Leading digital insights, performance + growth marketing for Australia's largest telecommunications organization.

The lead role for Telstra’s strategic insight and analysis across B2C + B2B online channels managing a team of analysts. Focused on the analysis of online channel behavior and performance along with the provision of strategic improvements, optimization and recommendations.

Strong focus on digital strategy, website product management and operations management impacts.

2003 - 2010

Various roles: incl. consulting and freelance

More information on request

Global (incl. Europe, Asia-Pacific)

Various marketing, advertising & analysis roles across pharmaceuticals / healthcare, not-for-profit, telecommunications, retail and travel.

Focus on:
- Performance + Growth Marketing
- Digital Marketing
- Content and Branding
- Financial Analysis and Strategy

Education

September 2012 - December 2012 (International Exchange)

IESE Business School, University of Navarra

Masters of Business Administration (MBA) (Int. Exchange)

Barcelona, Spain

International exchange program at IESE Business School as part of my MBA studies at MBS.

IESE Business School is a globally ranked top 5 MBA provider based in Barcelona, Spain

- Marketing, Emerging Media and Strategy focus

GPA equiv. 3.87/4

2010 - 2012

Melbourne Business School, University of Melbourne

Masters of Business Administration (MBA)

Melbourne, Australia

Melbourne Business School is ranked by the Economist MBA Rankings as the #23 MBA program in World, and the #1 MBA program in Asia & Australasia.

The Financial Times ranks Melbourne Business School has having the #3 Marketing program in the world, and the #1 MBA program in Australia

- Marketing & Strategy focus

GPA equiv. 4.0 (all electives)

2000 - 2002

School of Business & Economics, University of Tasmania

Bachelor of Commerce (B.Comm)

Hobart, Australia

Double Major:

- Marketing & International Business

- Human Resource Management