CO-FOUNDER & COO

Nov 2018 – Present

Coursefolk is an online course platform I built from scratch using WordPress CMS and Wishlist member. The business partners with social media influencers to create and sell online courses to their audience. 

My role as COO involves all things 'tech', as well as the financials, marketing strategy, and client account management. I work closely with social media influencers to help decode their knowledge into a curriculum for their course, and then devise a pricing and marketing launch strategy with them. My wife is a qualified teacher and journalist who helps them write their course using sound teaching methodologies.

CO-FOUNDER

THE MULBERRY JOURNAL

Aug 2015 - Present

The Mulberry Journal is a leading voice in the Australian homeschooling community. This is another business we created from start-up. It has morphed from a magazine, to an education platform, to an ecom store providing the most comprehensive (170+ page) homeschool  planners on the market.

I've been the chief designer of the Mulberry website. I also created and implemented the logic for our automated eDM campaigns through ActiveCampaign. My advanced retargeting and segmenting saw campaigns for the Mulberry Planner run at a 700%+ ROI with FB ads. With a bigger market in Australia, this could be a full-time gig. My wife now runs it as an ecom store for the planners only for a comfortable 5-figure side-income.

FOUNDER & CEO

ROARIFY DIGITAL AGENCY

Jan 2013 - Nov 2019

Roarify was initially set up out of frustration - website designers would restrict client permissions or make them so complicated and rigid that clients couldn't change their own site. I began offering a service as a side project for friends building and then teaching them how to maintain their own website. This became my full time job when I travelled the world in 2017.

Roarify clients are self-sufficient and manage their own websites, on-going, forever. We still get called in from time to time for more technical website changes, but I have a global team of remote workers to do this.

DIGITAL MARKETING MANAGER

GOODMAN FIELDER

Nov 2014 – Nov 2016

Goodman Fielder is one of Australia's leading FMCG companies. I was brought into their Food Services division to help with a complete overhaul of their digital marketing capabilities and really give them the tools to be a modern marketing powerhouse. I have been self-employed since this time.

I worked closely with our agency partners to scope and define what would take GF from a crusty old website to an industry leader in digital marketing. I implemented advanced tracking and optimisation, lead gen campaigns with automated on-going nurturing and interlinked social media strategies. GF saw a significant increase in website users, built a social following of more than 20k followers (56% business owners, chefs or staff working in the food services industry in Australia) and 10x email subscribers in their first 6 months.

CREDIT RISK PROJECT LEADER

GOODMAN FIELDER

Jan 2013 – Dec 2015

As 2IC to the Credit Risk Manager for Australia and New Zealand, I took on a project taking GF from old paper application forms to an automated, custom-built digital application platform with assigned roles, approval and escalation chains.

This platform reduced application processing time by 50% across Australia and New Zealand, and I developed highly detailed scoping documents (they were about 150 pages ) to set out requirements, oversee the build and then train our team. During my time there, I also used university management research to reform the performance review process and improve team engagement.

GROUP ACCOUNTS RECEIVABLE OFFICER

GOODMAN FIELDER

Feb 2011 – Jan 2013

I started with Goodman Fielder as a member of the accounts receivable team, eventually working my way up to 2IC in that team before being recognised for my digital strategy and marketing abilities and being poached by the marketing team.

In this position I learned the value of attention to detail and risk management (something that has become crucial in my entrepreneurial ventures), as well as the value of great customer service, organisation skills and client management. I started refining and automating  excel spreadsheets with advanced formulas and reduced processing time by 30%, then became the trainer of 7 new staff.

WORLD TRAVELLER

Strange thing to have on here, huh? 

Travelling has so many transferrable skills... adaptable to change (lived in 20 countries and 45+ AirBnBs in the past 3 years), able to work with limitations (you ever tried living out of a suitcase for three years?), work ethic (I have run my own businesses WHILE travelling), understand the world of social media influencers (see below), able to work in a multicultural environment.

EDUCATOR

I love teaching and guiding people through a learning process. I have had the time and space and developed my presentation skills to build my own free photography course, RV renovations videos and Lightroom tutorials as lead generation tools for our paid photography course, which (with a 4500 follower count at the time) earned us $4000 USD.