Experience
This is the formal resume of Elissa Bramley, Principal Business Consultant operating under the company name Digital IQ
Employer: DIGITAL IQ
Position: MARKETING STRATEGY CONSULTANT
Location: SYDNEY, NSW, AUSTRALIA
Dates: 14/06/2010
Duties and Responsibilities:
Operating under the name Digital IQ, I provided digital-specific consulting advice and web/app development to various companies in Port Moresby. Projects range from providing full business analysis and strategic planning, through to complex web architecture and website and App building.
As a digital strategy consultant with the companies below, my tasks included:
- Providing strategy and implementation advice to improve retail results and site efficiency
- Detailed Business Requirements Documentation so that the website generates money
- Opportunity Assessment and Product Recommendation, Competitive Analysis, Business and Product Requirements for businesses selling a product or service online.
- Marketing and Communication strategies to increase revenue
- Logos, designs and graphics
- Designing and building websites for companies
- Training support for staff on how to update and maintain the websites themselves
Employer: ONLINE MARKETING GURUS
Position: SENIOR ACCOUNT MANAGER
Location: SYDNEY, NSW, AUSTRALIA
Dates: May 2022 – Aug 2023
Duties and Responsibilities:
Online Marketing Gurus specialises in the delivery of SEO services, Google and Social Media advertising. As a senior account manager, I am managing a large number of clients simultaneously.
The role entails the project management of client accounts, problem solving, strategy presentation and stakeholder management. The role requires an in-depth knowledge of SEO principles as well as PPC and Social Media Advertising.
The role also has a sales component whereby we make recommendations to clients on ways that we can help them improve their business by adding our other service lines to their engagement with us. This is done in a collaborative way to ensure that it is in the best interest of the client to expand into other areas of digital marketing.
Employer: TELSTRA CORPORATION
Position: GROUP MANAGER
Location: SYDNEY, NSW, AUSTRALIA
Dates: 04/10/2005 – 11/11/2010
Duties and Responsibilities:
Telstra Media Division, is the BigPond Internet product and my responsibility was to generate revenue through the development and operation of shopping sites to maximise the revenue generated from existing Telstra customers and attract new customers to Telstra. I operated the Telstra BigPond Member Offers loyalty program and created BigPond Shopping which was one of the largest internet shops in Australia.
GROUP MANAGER, WWW.SHOP.BIGPOND.COM (11/09/2007 – 11/11/2010)
Championed the creation of this new stream of revenue with Telstra senior management and eventually was piggybacked this model into numerous new sites significantly increasing revenue and traffic to BigPond.com.
- Development & selling-in the business case for a new e-commerce aggregator site.
- Day to day operations of site, managing vendor, partners, stakeholders and cross functional teams.
- Overall strategic responsibility for product in line with customer drivers including range, focus, growth and marketing
- Ongoing customer analysis of touchpoints to drive a customer centric offering to market
- P&L responsibility for BigPondShopping and bigpondtickets.showbiz.com.au
- Developing and overseeing the implementation of promotion strategy including SEO, SEM, product development, brand marketing and tactical campaigns aimed at driving sales and audience, loyalty and repeat purchase.
- Developed BigPondShopping for mobile including extensive user scenarios and product testing
- Winner of the BigPond performance award for 2008 for Outstanding Performance and Results
- Developed the business case and launched bigpondtickets.showbiz.com.auand www.travel.bigpond.com .
- Built transaction volume by 200% month on month for the first 12 months
- Introduced an accounting method that allowed recognition of the full transaction amount rather than a portion
MANAGER, MEMBER OFFERS, www.memberoffers.bigpond.com (04/10/2005- 11/11/2010)
Member Offers is the BigPond loyalty program, developed to encourage loyalty and first time online shoppers to shop online through discounts and incentives.
Expanded from 15 partners to 80, the opt-in base from 690,000 to 1.2 million people and revenue passing through the site increased fivefold, to more than $6 million per annum without additional overhead.
- Development of revenue-sharing partnerships with key online retailers, securing exclusive offers maintaining the value of the site to members and partners
- Monthly email newsletter to the 1.6 million subscribers and generating advertising revenue without undermining the value of the content
- All activities relating to the day-to-day operation, management and promotion of the Member Offers program including copywriting, development and operation of the Content Management System, site improvements and customer support
- Measuring the impact on loyalty, repeat visits, growth, revenue and profit to BigPond and developing strategies to improve each of these metrics.
- Redesigned the Content Management System to be a scalable workflow system with multiple input points
- Winner monthly and quarterly departmental performance awards for outstanding results and commitment.
Employer: TELSTRA CORPORATION
Position: GROUP MANAGER
Location: SYDNEY, NSW, AUSTRALIA
Dates: 04/10/2005 – 11/11/2010
Duties and Responsibilities:
Telstra Media Division, is the BigPond Internet product and my responsibility was to generate revenue through the development and operation of shopping sites to maximise the revenue generated from existing Telstra customers and attract new customers to Telstra. I operated the Telstra BigPond Member Offers loyalty program and created BigPond Shopping which was one of the largest internet shops in Australia.
GROUP MANAGER, WWW.SHOP.BIGPOND.COM (11/09/2007 – 11/11/2010)
Championed the creation of this new stream of revenue with Telstra senior management and eventually was piggybacked this model into numerous new sites significantly increasing revenue and traffic to BigPond.com.
- Development & selling-in the business case for a new e-commerce aggregator site.
- Day to day operations of site, managing vendor, partners, stakeholders and cross functional teams.
- Overall strategic responsibility for product in line with customer drivers including range, focus, growth and marketing
- Ongoing customer analysis of touchpoints to drive a customer centric offering to market
- P&L responsibility for BigPondShopping and bigpondtickets.showbiz.com.au
- Developing and overseeing the implementation of promotion strategy including SEO, SEM, product development, brand marketing and tactical campaigns aimed at driving sales and audience, loyalty and repeat purchase.
- Developed BigPondShopping for mobile including extensive user scenarios and product testing
- Winner of the BigPond performance award for 2008 for Outstanding Performance and Results
- Developed the business case and launched bigpondtickets.showbiz.com.auand www.travel.bigpond.com .
- Built transaction volume by 200% month on month for the first 12 months
- Introduced an accounting method that allowed recognition of the full transaction amount rather than a portion
MANAGER, MEMBER OFFERS, www.memberoffers.bigpond.com (04/10/2005- 11/11/2010)
Member Offers is the BigPond loyalty program, developed to encourage loyalty and first time online shoppers to shop online through discounts and incentives.
Expanded from 15 partners to 80, the opt-in base from 690,000 to 1.2 million people and revenue passing through the site increased fivefold, to more than $6 million per annum without additional overhead.
- Development of revenue-sharing partnerships with key online retailers, securing exclusive offers maintaining the value of the site to members and partners
- Monthly email newsletter to the 1.6 million subscribers and generating advertising revenue without undermining the value of the content
- All activities relating to the day-to-day operation, management and promotion of the Member Offers program including copywriting, development and operation of the Content Management System, site improvements and customer support
- Measuring the impact on loyalty, repeat visits, growth, revenue and profit to BigPond and developing strategies to improve each of these metrics.
- Redesigned the Content Management System to be a scalable workflow system with multiple input points
- Winner monthly and quarterly departmental performance awards for outstanding results and commitment.
Employer: WESTCHESTER CORPORATE FINANCE
Position: CONSULTANT, MARKETING STRATEGY
Location: SYDNEY, NSW, AUSTRALIA
Dates: 10/05/2004 – 16/04/2005
Duties and Responsibilities:
Venture Capitalist with www.IMNControl.net.aumail management and www.UTBox.net, fax to email products
Initially appointed to assess the ongoing viability of the UTbox.net product and produce a prospectus to seek cash injection for development of the IMNcontrol product. IMNcontrol was an anti-spam product that dealt with wanted mail rather than spam including a marketplace for mini-apps prior to the Apple AppStore.
- Development of credible internet market segmentation model based on Myers Briggs and McKinsey personality types and the population percentage of each segment to drive product development for each audience
- Product development, marketing, segmentation, launch and PR strategies then implementation
- Market analysis and predictive forecasting regarding the viability of UTBox to the satisfaction of ASX regulations
- Prepare a prospectus for the overall business in line with ASX and ASIC requirements
- Investor segmentation based on their investment goals to prioritise potential investors
- Active participation in capital raising, including cold calling & face-to-face briefings
- Development of an entire marketing campaign management tool from the ground up, managing every aspect of the customer interaction to maintain consistency, project management control and customer knowledge.
- Revitalising the UTBox product to achieve greater ARPU to increase shareholder dividend.
Employer: ROGERS AT&T WIRELESS
Position: SENIOR BUSINESS ANALYST
Location: TORONTO, ONTARIO, CANADA
Dates: 04/07/2003 –10/4/2004
Duties and Responsibilities:
Rogers AT&T is the second largest Telecommunications company in Canada and at the time the focus was on uptake of Wireless devices in partnership with Research In Motion (Blackberry).
- Market sizing project using the employee count and the weighted industry penetration of wireless devices to estimate the size of the sales opportunity so priority could be given
- Project management of implementation of this project across all territories
- Training national sales force across 15 regions on the approach and how to apply it to their sales planning
- Determination of new sales territories and subsequent size of the sales force required per territory based on the number of companies meeting the criteria
- Stakeholder management of corporate sales managers and vice presidents to get buy-in for the concept and determine resourcing by region and support
Employer: TELSTRA CORPORATION
Position: BID MANAGER
Location: SYDNEY, NSW, AUSTRALIA
Dates: 13/03/2001 –15/04/2003
Duties and Responsibilities:
My role as a Bid Manager in required skills to manage a large virtual team with diverse (and unfamiliar) skill sets from all areas of the business to produce a quality tender response within invariably tight timeframes. I was part of a team working on deals worth more than $200m but more regularly managed 3 to 4 deals at a time valued around $15-20m each.
- Management of teams of up to 30 people comprising legal, technical, pricing and commercial specialists
- Determining the most effective way to provide innovative, effective service to potential customers
- Managing the commercial and legal implications of our offering and the supporting submission
- Stakeholder management to deliver commercially viable, profitable and supportable submissions
- Won three strategic deals back from competitors of ongoing importance to Telstra and its market share.
Employer: PROJECT MEDIA
Position: SENIOR MARKETING PROJECT MANAGER
Location: SYDNEY, NSW, AUSTRALIA
Dates: 7/11/1998 – 22/1/2001
Promoted to Senior Project Manager within months of joining the company my role expanded from campaign implementation to include a newly created role extension of business and marketing strategy development.
- Consulting and development of integrated marketing campaigns in international markets
- Product development and full execution of a software product for US market (interactive CD and training video with manual) to be bundled with an existing software solution plus the positioning, branding and subsequent launch into 250,000 US companies
- Full Account Management and Execution of the campaign process in Australia and US marketplaces including budgeting, scheduling, procurement, risk analysis, crisis management, reporting, supplier management and quality control
Clients included: Content Technologies Worldwide, Computer Associates, Compaq, HP Compaq, EDS, Ericsson.
BUSINESS NEWSPAPERS AUSTRALIA – Marketing Coordinator ( 1997 – 1998 )
Business Sydney and Business Queensland were weekly newspapers plus special editions. I was able to introduce marketing to these papers for the first time.
AUSTRALIAN CONSOLIDATED PRESS (ACP) – Advertising Coordinator
(1996 -1997 )
Australia’s largest magazine publishing house with a stable of more than 40 titles.