Kristen Obaid - 2017 Resume

Kristen Obaid Marketing Technology Professional Bardwell Valley, Sydney NSW Australia +61 407 391 558 [email protected]

EXPERTISE

● In-depth strategic marketing knowledge - 13 x years experience ● Project + change management, including agile methodology ● Demonstrated futuristic vision, early adoption + trendsetting ● Extensive digital marketing technology experience, including data management,

automation, content production + publishing systems like the SalesForce + Adobe Marketing Cloud’s, Google + Facebook

● Lead generation, digital acquisition strategy + tactics, including inbound marketing content, display + paid search

● Analytics/data analysis - strong focus on measurability + outcomes ● Customer Experience Design qualification + proven focus - entire customer journey

mapping + triggered content enablement through to retention + advocacy ● Champion of productivity/collaboration enhancement processes + tools ● Resource development + employee training ● Editor level written communication

EXPERIENCE

Marketing Systems + Technology Manager at Study Group September 2015 - Present (1 year 7

months)

Achievements/Projects @ StudyGroup:

● SalesForce Platform Optimisation project - marketing program manager ● Global Pardot Automation enablement project ● Pardot batch - project managed launch across 4 x continents, migrated from multiple

email tools (SiteCore bespoke, MailChimp, Campaign Monitor), integrated with SalesForce

● Microsoft BI (SSRS) Attribution data "Cube" - live 2015 ● Datorama attribution dashboards, 20+ data sources - live 2016 ● Attribution analytics model mapping + simplification

Direct reports:

● Email Production + Systems Coordinator roles ● Graphic Designer ● Campaign Manager/Brand Champion

BAU accountabilities:

● CRM Admin + Data reporting/Analytics ● Marketing Project Management ● Lead Generation ● Marketing Automation, User Experience, Email, Social Management, Content

Management Tools - administration + production ● Marketing Productivity + Effectiveness - improvement implementation ● System + Information Architecture - integration + strategy

Day-to-day activities:

● Point of contact for all marketing-related IT projects ● Accountability for consistency, scale + leveraging the application of systems +

technology to advance marketing capability ● Stakeholder management + expert representation on marketing initiatives + projects

supported by IT function ● Accountability for data structures + taxonomies, analytics + conversion tracking

implementation ● Management of marketing technologies including automation tools (Pardot), admin of

CRM (SalesForce) + CMS (SiteCore) systems, electronic direct mail production + third party lead generation inc API management

" Kristen has a wealth of knowledge across digital marketing, project management and data

analysis, paired with a deep understanding and passion for emerging technologies. Her ability to bridge the divide between business needs and IT made her a critically important resource in

our team. She has a comprehensive understanding of how data can/should support the development of strategy, and was able to bring all the pieces together to project manage the

implementation of our SalesForce marketing automation system - no small feat in the divisional, corporate environment. Her focus on collaborative, agile methods brought out the

best in our team. I can honestly say I have not had many colleagues as high caliber as Kristen. "

— Charlsey Pearce, National Marketing Manager, Study Group, worked directly with Kristen at Study Group

" Kristen is a key player in the Digital Marketing team for VET (Vocational Education and

Training) business division. Apart from implementing and executing well thought out marketing strategies and plans, she's lead the roll out of Pardot (a Salesforce Marketing product) given her immense knowledge in business as well as technology. She is a great team player with excellent interpersonal skills, and has great attention to detail. She is a pleasant person to

work with, and definitely someone you can count on to get the job done.

— King (YeeKing) Ho, CRM Specialist, Study Group, worked with Kristen at Study Group

Digital Acquisition Manager - Vocational Education ANZ at Study Group August 2014 -

September 2015 (1 year 2 months)

Strategy + tactical marketing channel execution for StudyGroup's 8 x Australian vocational career education Vet-Fee Help funded brands:

● FIAFitnation ● Endeavour College of Natural Beauty ● Martin College ● ACPE - Australian College of Physical Education + ACPE Academy ● AIAS - Australian Institute of Applied Sciences

Achievements/Projects @ StudyGroup:

● 15/16 Sales + Marketing Global Technology Roadmap delivery ● Global Technology audit + alignment ● SalesForce marketing + sales effectiveness project - status, field, form alignment ● Implemented 3rd Party Lead Generation API integrations + QA processes ● Created SiteCore CMS personalisation conditions + rule sets ● Replaced Hootsuite with Social Studio, rolled out across 4 x continents ● Implemented SmartSheet for all project, resource + campaign management ● Implemented Asana for ticketing + creative sharing between business + agency ● Analytics mapping, taxonomy + simplification project ● Technology lead on Inbound Content project

Direct reports:

● Email Production + Systems Coordinator roles ● Graphic Designer ● Campaign Manager/Brand Champion


• Acquisition ownership including Budget accountability + management of Lead Generation, Audience Data, Search Engine Optimisation + Marketing (SEO/SEM), Display advertising inc Retargeting

• Content + Website Production - inc Blog + CMS

• Events, Direct Marketing, Social Media Marketing + Community Management

" Kristen is one of those unique individuals, one who comfortably sits at the intersection

between technology and the business. She has a broad digital skillset, understanding a range of technologies and has the capacity to get up to speed on new tech very quickly. She's a

great team player, always contributing to both strategic and tactical discussions. She's got an incredible eye for detail but thinks from a customer perspective before she digs into why

something isn't working or figuring out how to improve it; a valuable skillset in any marketing function. "

— Sean Steele GAICD, Director of Sales and Marketing, Career Education, Study Group, managed Kristen indirectly at Study Group

Digital Marketing Strategist [Business] at Australia Post October 2013 - August 2014 (11 months)

Achievements/Projects @AusPost:

● Led encumbered Digital Agency to implement first paid digital awareness, acquisition + social marketing campaigns

● Migration of digital marketing activities from IT owned, to Marketing owned ● Implemented RightNow CX (now Oracle owned) as a Service Wiki + 2 x separate

Communities > one for 30,000 employees + the other for 200,000 Account customers linked to ID

● Implemented Omniture/Site Catalyst (now Adobe Analytics) onto all owned websites + tools + partner websites

● Adobe Test + Target project - implementation ● Migrated from bespoke email tool to Exact Target, launched Consumer + Business email

strategies

Strategic creation + implementation of:

● Scaled digital marketing by moving activities out of IT + into Marketing ● Training marketing campaign managers to become digital marketers ● A/B test strategy creation + embedding - Adobe Test + Target ● Security compliant data strategy, inc privacy legislation compliant opt-ins + audience

segmentation ● Social Media implementation of policies, growth strategy + processes ● Documentation of all “on-website” marketing, inbound content, app + tool marketing

strategies


● Upskilling teams + individuals within the business to confidently, autonomously manage: ○ Marketing campaign analytics: ensuring end-to-end s_code.js conversion

implementation on all campaigns using company taxonomic naming conventions + a purpose built tracking code creation tool, creating + automating Adobe campaign dashboards

○ In-house CMS management: production including SEO, marketing banners + content using OpenText/RedDot CMS

○ eDM content lifecycles: using Exact Target responsive design features + data collection

○ Marketing campaign management: using Jira Atlassian ○ "Always On" SEM + DisplayAds: with end-to-end tracking ○ Implement + report via Adobe Omniture SiteCatalyst analytics on all new +

existing domains + assets

" Kristen's knowledge of digital and marketing in general is something I am in awe of. She is

constantly working on improving and learning which helps her truly stay ahead of the industry. I often hear Kristen suggesting strategies well before they become the “next big thing”. After working with Kristen for 3 years her speed to market still surprises me. Having the ability to

pick up an idea, consider it fully and take it through to execution in record speed makes her a tremendous asset."

— Rebecca Sanders, worked directly with Kristen at Australia Post

" Kristen was a pleasure to work with. Not only did she provide comprehensive briefs, her

understanding of digital and social media meant her decisions were informed and experienced. She is a whiz at Twitter and has amazing industry knowledge. Most of all, she is

approachable, optimistic and passionate about the opportunities of digital media."

— Kristie Beattie, was with another company when working with Kristen at Australia Post

Digital Marketing Strategist – Strategy, Sales + Marketing at Australia Post January 2012 -

October 2013 (1 year 10 months)


● First Digital Marketer at AusPost - initiated + implemented all original eCommerce, Acquisition + Digital strategies, tools + processes (including Inbound Content + Social Marketing)

● Obtained digital marketing budget, managed budget + deliverables ● Set up contractual arrangement with first Digital Agency ● Grew social media CustServReps from 2 to 30 > tool migration from desktop/Tweetdeck

to Hootsuite ● Wordpress SMB targeted content portal + Self Help portals for the purpose of data

acquisition + inbound traffic generation - implemented ● Gigya social logins + community/commenting - implemented ● Jira kanban for all production + development projects + ticketing - implemented ● RedDot CMS banners + promotional ad content - implemented


● Search Marketing budget ● Digital Agency budget + relationship ● Community Management - internal employee + external contacts ● Learning + Content Management System Administration ● Mobile + Web Application Development (PM + Producer) ● Business Improvement + Development Analyst


● Trend analysis, promotion of technology + innovation via corporate evangelism ● Support product + brand marketing teams looking to leverage digital, social + mobile

channels in multichannel marketing ● Includes strategic + creative development, production + execution, + analysis ● Provide tactical training + guidelines regarding digital marketing, search marketing,

social media, + other interactive activities to ensure employees + departments are adhering to best practices

● Manage Adobe SiteCatalyst + Omniture campaign tracking + reporting across all activities

● Track the success + return of each campaign + optimise for improved results ● Multi-social network asset management, event + risk planning, + content calendars

including brand, product + legal approvals

" Kristen has been a great Client to work with. Her ability to provide the agency with detailed

and single minded briefs was fundamental in getting the best creative strategies out of us. Understanding processes requirements and creative thinking, are just two of Kristen's many

qualities and a marketer and project manager."

— Gregory Fournier, was a consultant or contractor to Kristen at Australia Post

" Kristen is quite distinct from any other marketing person that I have ever met. Very few people

have her unique blend of emotional intelligence, business acumen and encyclopaedic general knowledge. Over and above all that she has integrity, a well developed sense of social justice and responsibility in addition to a cracking sense of humour. With her cutting edge knowledge of social media, Australia Post is very, very lucky to have her working for them in the area of

digital marketing."

— Megan Macgregor, was with another company when working with Kristen at Australia Post

Business Analyst - Online Channel, eServices at Australia Post December 2010 - January 2012

(1 year 2 months)


● Implementation of onsite search (Google Mini) ● Online shop recommendations engine implementation ● Implemented data collection “Opt-In” strategy ● Build + launch AusPost iPhone app ● Build + launch AusPost mobile site (msite) ● 2IC on website Information Architecture restructure project - first project using agile

methodology


● High focus on customer experience through web journey mapping, running all digital team project UAT/UX review (bug collection, collation + fix schedule)

● All analytics + A/B testing: campaign tracking, reporting, dashboarding, test planning + analysis (Adobe Site Catalyst + Test + Target)

● Digital marketing + advertising, including management of: search engine marketing (SEM - Kenshoo), banner adserving (RedDot), online content strategy (inc WordPress), competition landing pages, eDM content + production

● Management of AusPost's overall social media marketing activities including social media content generation, advertising, monitoring, tracking, engagement metrics + analysis, image SEO (Facebook, Twitter, GooglePlus, Pinterest, YouTube, influencer outreach etc)

● Technical strategy/consultation + project management: continued to inform online shop/ecommerce strategy, manage website reskins/redesigns, landing page A/B testing optimisation planning + builds, data collection strategies, social network communities (trial, build + manage)

Direct Reports:

● Supervision of 2-5+ full time social services/customer care consultants/community managers across multiple networks

● Project based “dotted-line-management” of 2-6 campaign managers, graphic designers, copywriters, producers, developers, data analyst as required


● Ownership of all RedDot CMS content development/production/ publishing ● Provide daily consultation, instruction + training re: trends in Search Engine Optimisation

(SEO), Information Architecture (IA), Agile Project Management, Big Data, Social Media, Mobile Optimisation, Inbound Content, Behavioural Testing + Targeting

● Administration of agile project systems (eg Jira) + traditional IT ticketing system (Kayako) ● Liaison with + provision of educational information re: digital innovation to key

stakeholders including product, executives, media, public relations + legal teams ● Overseeing designers, copywriters, producers + developers + developers to launch

projects inc virtual supervision of all digital project, campaign management + content creation processes

● Ensuring brand voice adherence + adherence to ACCC/Trade Practices legislation for all digital content

" Kristen is an easy person to recommend because she has been a delight to work with over

the past few years. She has a strong self-belief matched by her innate talent, energy, intelligence and passion to do her best. It shows - in her approach to her work and ability to

ask questions and get things done. Her natural curiosity and overall interest in marketing and digital marketing will, I'm sure, take her far."

— Michael K Durie, worked directly with Kristen at Australia Post

" Kristen is amongst the most focused and talented marketers I've worked with. Detailed

oriented and trusted to deliver on budget and on time, she's a popular team member who demonstrates a natural talent and passion for all things Digital. I have no hesitation in

recommending Kristen."

— John Alvarez, managed Kristen indirectly at Australia Post

Traffic Manager, Marketing + Strategy (ag) at Australia Post October 2009 - December 2010 (1

year 3 months)

Direct Reports:

● Creative director ● Graphic designer ● 3 x Campaign managers


● Managed flow of work load/project prioritisation through creative + production department

● Accepted campaign briefs, liaised with key stakeholders on timelines + deliverables, prioritised work, assigned + supervised project team

● Ensured timelines created + adhered to, estimates/finance/purchase orders were in place

● Requested all input from stakeholders to be provided up front - increasing efficiency, reducing false starts

● Managed timesheets + leave calendars ● Admin + finance/invoicing

" Kristen’s ability to focus on and achieve tight deadlines without compromising on her attention

to detail and strong emphasis on written, organisational and personal communication skills were identified early by her peers and Senior Management allowing her to rise quickly to a

leadership role as Traffic Manager of a fast paced and dynamic creative marketing team. This challenging role highlighted further time management strengths as conflicting deadlines had to be prioritised and met while managing client expectations and maintaining team cohesion and

morale, a balance which Kristen was able to achieve as leader of our team. Now fortunate enough to have found a role in line with her true passion for social media and eMarketing,

Kristen continues to develop and thrive as a well rounded professional marketer of a nationally recognised and respected brand."

— Wesley Holland, reported to Kristen at Australia Post

Campaign Manager, Marketing + Strategy at Australia Post April 2007 - October 2009 (2 years

7 months)


● Product + outlet launches: planning, budgeting, management of speakers + sponsorship, end to end guest experience, management of FX + event teams, hosting, feedback loop, lead collation, results/reporting/ recommendations

● Trade + Exhibition shows: strategy for participation, management of stand design (big fan of interactivity/ engagement), actual build including electricals, creating + printing of collateral, staff training + supervision

● Mail drop distribution strategist: Geotargeted unaddressed mail campaigns, catalogues, localised menu distributions, end to end strategy, design + delivery

" Kristen is an exceptional colleague who never missed a deadline. Her attention to detail was

superb , which was needed for the success of my projects due to the highly critical audience we were targeting. Her natural desire to learn more has driven her to become an expert in her

chosen field of digital communications, where she successfully manages many projects simultaneously. I recommend her most highly"

— Alison Ells, managed Kristen indirectly at Australia Post

Customer Insights Manager, Direct Mail/Direct Marketing at Australia Post July 2006 - April

2007 (10 months)


● Found ways to measure, understand + analyse 4 x key customer groups: Consumer, SMB, Key Accounts, Government + Enterprise

● Perform market research, using on + offline tools including focus groups, questionnaires, geodemographic profilers

● Utilising Nielsen research, Australian Lifestyle Survey, Mosaic ● Collate, analyse + present research

" Kristen is a talented, enterprising, connected and hard working young lady who, I have no

doubt will achieve great things. I found her a pleasure to work with and continue to observe her rise up the corporate ladder with pleasure."

— Stephanie Seakins, managed Kristen indirectly at Australia Post

Project Manager, Creative Services Unit at Australia Post May 2003 - June 2006 (3 years 2

months)


● Production + project manager across multi-function marketing department ● Including retail catalogues, point of sale design print + fulfillment, photoshoots for

products, maintaining price + feature lists ● Providing info/briefings for retail counter staff + customer call centre staff re: new

campaigns ● Implementing national award programs to encourage healthy competition between

retail outlets ● Implementing eCommerce/online ordering + payment portals ● Mail order, fax order + phone order catalogue - fulfillment strategies

" Kristen was an enthusiastic member of my team and always pushing the boundaries looking

for smarter ways to do things. Kristen embraced social media in its early stages and has great knowledge of both current and developing platforms as well as an understanding of how they all complement each other. She has the ability to manage multiple projects concurrently within budget and on time. Kristen has excellent communication and writing skills, superior attention

to detail and a high standard of editorial judgment. She has worked closely with key stakeholders, provided expert advice and service and successfully managed projects in order to meet deadlines and objectives. I am pleased to recommend Kristen for any future venture."

— Vicky Savellis-Grant, managed Kristen at Australia Post

" Krissy has many strengths in particular the ability to remain focussed and deliver results on

time every time. You can also rely on Krissy to challenge the norm and offer lateral solutions that add value."

— Darren Higgins, worked directly with Kristen at Australia Post

HR Recruitment Consultant at Australia Post February 2002 - May 2003 (1 year 4 months)


● Managed end to end recruitment process for postal, transport + logistics employees ● Role description + purpose establishment based on business requirements ● Performed employment interviews, medical suitability reviews, character investigation +

police criminal checks ● Arranged contracts, pre-employment training + induction programs

Sales + Service Manager at Australia Post September 2000 - February 2002 (1 year 6 months)


● Adhoc customer sales + service roles including: supervisor of unaddressed mail team, executive switchboard operation, reception, office manager, relief customer service operator

" To be fully immersed in every facet of a business, from logistics to retail and digital, from the

customer service coalface through to senior strategic and operational management is both an educational and humbling experience to say the least. I thoroughly enjoyed the opportunity I

had to use Adobe Analytics + Test+Target to streamline the digital customer experience - improving marketing conversions + increasing measurable eCommerce revenue exponentially

along the way, not to mention sparking my love of data. I’m proud to have birthed + nursed SEM, SEO, banner advertising, eDMs, inbound content + social media throughout their infancy.

Being able to initiate forays into “new” marketing like paid LinkedIn + Facebook marketing, smartphone applications, interactive Facebook applications, innovative print (inc scentmail, 3D

mail pieces, personalised data using dynamic print processes, image recognition + quick response [QR] codes) was equally as instructional as my initiation into traditional direct +

unaddressed mail campaigns, creation of retail point of sale + catalogues, trade exhibitions, executive round table seminars + staff training programs. I even drove a red van, worked in HR,

manned a Post Office during the busy Christmas rush + answered calls in the customer care centre. A big thanks to this 200 year old behemoth of a brand for kickstarting my career.

— Kristen Obaid, reflections on the highlights of a 12 year adventure at Australia Post

Office Manager at Herron Todd White August 1999 - September 2000 (1 year 2 months)

Direct Reports:

● 2 x trainee Executive Assistants


● Report preparation for real estate property valuations on behalf of banking institutions including: ANZ, Commonwealth Bank, Mortgage Choice Australia

● Dictaphone transcribing at 90+WPM ● CRM/customer relationship database management ● Payroll + accounts payable, invoice processing, budgets + financial management ● Office management including petty cash, timesheets ● Supervision, workload management, training, mentoring + development of 2 x junior

staff members

EDUCATION General Assembly:

User Experience Design, 2014 - 2014

AdSchool:

Digital Marketing - Social Integration Marketing, 2011 - 2011

Marketing - Digital Strategy, 2010 - 2010

The Negotiation Experts:

Marketing Negotiation, Persuasion + Influencing Skills Training, 2008 - 2008

Nine Dots Marketing:

Strategic Finance Measures for Marketing, 2007 - 2007

Creative Advertising + Evaluation, 2007 - 2007

Creative Brief Writing + Insight Development, 2007 - 2007

ADMA IQ:

Advanced Direct Marketing Copywriting, Australian Direct Marketing Association, 2007 - 2007

Direct Marketing Copywriting Essentials, Australian Direct Marketing Association, 2006 - 2006

Certificate in Direct + Digital Marketing, Australian Direct Marketing Association, 2006 - 2006

Murray Bridge High School:

Accounting, Law, Mathematics A + B + C, English, Photography, Computer Science, Drama, 1995 - 1999 Grade: Graduated SACE Stage 2

ABOUT ME

I'm a passionate marketer who loves optimising the customer experience through use of data, futuristic thinking + channel mixing – eg using creative combinations of traditional methods + shiny new toys like automation platforms.

I enjoy roles that require architecture + deployment of a marketing technology stack, along with the process redesign + employee training that goes with it.

I have 16 years of work experience in 12 x different full time roles. Though the majority of my career has been information technology + marketing related (in large vocational education,

consumer retail + logistics companies) I also have extensive experience in other business verticals which I believe make my MarTech skills highly valuable + easily transferable.

Previous non-marketing employment experience - by business unit:

• Sales (Call Centre/Service Team + Tool Management)

• Legal (Compliance, Brand + Copyright)

• Product (Research + Development)

• Information Technology (Business Analysis, Production + Systems Admin)

• Human Resources (Recruitment)

• Finance (Budget Management, Accounts Payable, Real Estate Valuation + Loans)

• Corporate (Property management, procurement, executive assistance/office administration, fleet + plant management)

I approach work with the same integrity I do “real life”, championing productivity, collaboration, creativity, honesty + a “work smart/play later” ethic.

INTERESTS

"After hours" offline I enjoy travelling with my family - most recently snorkelling at Koh Phi Phi Thailand with Miss9, Miss0 + MrO. Favourite adventures so far include Machu Picchu Peru, Venice Italy, Mont St Michel France, Grand Canyon US + the Big Apple NYC.

Online I'll be micro + macro blogging about travel, social justice, environment + sustainability, politics, technology + health. I have more than 10 years experience as an early adopter of social media, plus 13 years in online community management + content management.

LANGUAGES

English (Native proficiency)

REFERENCES

Upon request