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Professional Highlights
2016 - Present. I've been providing marketing consultancy services primarily in the education sector. Helping in increase enrolments at a nunber of large private sector childcare providers in Australia.
2007-2015. Developed a cloud based software platform for business marketing. Its point of difference is providing a fully integrated suite of sales and marketing software accessible via a single admin console - no need for 3rd party plugins, mods, or hacks. This platform powered all sites built by Redalto Communications.
2004 - 2015 Started a digital marketing agency, Redalto Communications, offering turn-key web marketing solutions to small and medium size businesses. Under the banner of Redalto, designed and launched hundreds of SME websites including helping with branding, copywriting, software development, user interface design, and web marketing.
2010 Launch of stand-alone web hosting brand. Homepage Centre - True cloud web hosting for Australian businesses. Highly robust web infrastructure for complex website and database applications.
2002 Customer data integrity project leader. Through shrewd investigative work, uncovered 10’s of thousands of mismanaged customer data, which led to recovery of millions in lost revenue. My experiences were used to help define improved customer data control and auditing processes.
2001-2003 Became pan-European product manager for broadband telephony, ISDN30, Web Hosting, Customer Web Portal for Priority Telecom. A European subsidiary of Liberty Media.
1998-2000 Worked for a start-up providing Europe’s first pan-European IP Transit network, was tasked to implement a new sales and billing system, and provide high value sales reports to the CEO. This become the largest IP Transit provider in Europe and my business systems were used until acquired by Infonet.
1995 - 1997 Originally hired to edit and produce the sales & marketing guide central to the launch of AT&T-Unisource’s flagship product into Europe. I was promoted to sales support and then product management. I assisted with product development of a number of multinational telecom product enhancements, as well as development of various marketing collateral.
From 1991 to 1994 I was studying architecture and working in an architectural practice primarily rolling out new food outlets for Pizza Hut and Kentucky Fried Chicken.
Brand Development
I've had extensive experience with brand design. Below are some select examples. You can find more examples at Redalto (a digital agency I ran for 10 years).
Software Development
In the course of my professional career, I've been involved with the design and development of a number of software systems. This has been driven by the need to solve real business problems. When I see something that doesn't work and is hindering business progress, I build a better solution.
Cloud Based Project Management
Year 2010
Customer: Redalto Communications:
Project requirement:
Managing a team of remote designers and developers, I needed a tool that allowed us to collaboratively work on multiple projects at once. Like many others, we were using email, and it was not a optimal way of assigning and tracking tasks, as well as prioritising and scheduling overlapping projects. I first researched off-the-shelf solutions such as Basecamp. but all were found wanting. So, again, I needed to build the system from scratch. My role was design of the data and system structure and functionality, as well as user interface design. For this application, I outsourced to an unknown developer (valuable lesson learnt).
Result:
Launched within 2 months of designing it, the tool was succesful from day one. Simply, elegantly we were able to create customers, jobs, milestones, resources and assign tasks to each other. It was used for 5 years to manage our projects.
Cloud Based Customer Database (CRM)
Year: 2004
Customer: Redalto Communications
Project requirement:
In the era before cloud based CRM tools, Redalto needed a tool that was web based, could be accessed by remote working employees, was simple and effective, and got the job done quickly (record customer interactions, contracts, services, to-do items, etc).
I investigated many different customers database applications such as Act and Goldmine, none of which fit the requirements. We therefore built our own system from scratch using PHP, MySql, jQuery.
Result:
Launched and operational within a month of design, it became the central repository of customer data for 10 years without needing a revamp or major alteration. It's still in use and working - has never failed and is faster than equivalent systems I've used since.
Order Tracking, Billing and Revenue Reporting System
Year: 1998
Customer: AT&T Unisource
In 1998 I began working in a small, rogue group within a large telco, building out Europe's first European centric IP backbone network. This was a little understood technology within a company that traditionally built out dedicated data and switched telephony networks. The challenge was working quickly to meet a fast grown market need, in a corporate culture that would traditionally took years to roll out new products. Business support systems were equally slow getting rolled out. In our case Oracle certainly was neither quick or cost-effective. I decided to hack together a system based purely on the Office 97 desktop software. It’s amazing what you can do with Excel and Word when you put your mind to it.
Result
My An order to invoice system that was able to bill $100M+ in revenue. The value-added byproduct was audit and identification of unbilled orders, and providing business intelligence reports to C level management. The system was in place until the company got acquired by Infonet.
Enterprise Content Management System (CMS)
Year 2005 - 2015
Applications included, Multi-website Content Management System with integrated applications that included; Ecommerce, Email Marketing, Contact Management (CRM), Document Managment, Blog, Galleries, and Member Management amongst others. View complete list of web apps or case studies of customer case studies.
Sales Support Knowledge Base
Year: 1995
System: Lotus Notes
Customer: AT&T-Unisource
I was at the time, a technical writer for the flagship pan-european telecom product. As products were launched into Europe, local sales forces needed to be trained. This is the era before the web became mainstream, and photocopiers were still the #1 business system.
I became aware of a little known LAN based documentation system called Lotus Notes, I was quick to grasp the potential and developed it into an online sales training system. Information was able to be distributed regionally over WAN, reducing sales manual production, and sales training costs significantly.
Growth Marketing
These are some highlights. You can find more case studies at Redalto (a digital agency I ran for 10 years).
Web Agency Launch
Activities: branding, content marketing, search engine optimisation.
Results; Google ranking: #1 web design australia, #3 web hosting australia. Resulting in huge spike in enquiries and sales.
Luxury Retailer Digital Marketing
Activities included rebrand of website, content marketing, search engine optimisation.
Results: #1 tag heuer, omega, breitling, and numerous other luxury brands. Resulting in 40x growth in customer traffic contributing to significant sales growth.
Landscape Designer
Activities: branding, website development, copywriting, building a story based online portfolio which help build brand engagement.
Results: #1 in Google for landscape design - resulted in 15x revenue growth in 2 years.
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