VAUGHAN
Hi, I'm Vaughan!
Hi, I'm Vaughan!
Customer Experience
HTML5/CSS3 Mastery
Product Design
Branding
Collaborative Team Player
Customer Experience
HTML5/CSS3 Mastery
Product Design
Branding
Collaborative Team Player
About Me
Hey! I'm Vaughan, and I explore the fun world of marketing and CX, where data meets creativity. Combining a deep understanding of user experience with a knack for transforming ideas into reality, I approach each project with passion to craft something users will love.
Hey! I'm Vaughan, and I explore the fun world of marketing and CX, where data meets creativity. Combining a deep understanding of user experience with a knack for transforming ideas into reality, I approach each project with passion to craft something users will love.
Hey! I'm Vaughan, and I explore the fun world of marketing and CX, where data meets creativity. Combining a deep understanding of user experience with a knack for transforming ideas into reality, I approach each project with passion to craft something users will love.
My marketing journey began with a solid foundation in its principles, meticulously honed through years of formal education and over a decade working in the industry. I hold a Bachelor of Business (Management/Marketing) from Charles Sturt University, where I not only acquired theoretical expertise but also developed an appreciation for the behavioural science of marketing and the data behind it.
My marketing journey began with a solid foundation in its principles, meticulously honed through years of formal education and over a decade working in the industry. I hold a Bachelor of Business (Management/Marketing) from Charles Sturt University, where I not only acquired theoretical expertise but also developed an appreciation for the behavioural science of marketing and the data behind it.
My marketing journey began with a solid foundation in its principles, meticulously honed through years of formal education and over a decade working in the industry. I hold a Bachelor of Business (Management/Marketing) from Charles Sturt University, where I not only acquired theoretical expertise but also developed an appreciation for the behavioural science of marketing and the data behind it.
My tech stack mirrors the vibrant diversity of the user journey itself. From the core tools like Google Analytics and Meta Ads to an arsenal of advanced tools like Adobe Analytics and Target, I stay well-equipped. I believe in constantly pushing the boundaries, exploring emerging technologies and trends to ensure my work remains both cutting-edge and user centric.
My tech stack mirrors the vibrant diversity of the user journey itself. From the core tools like Google Analytics and Meta Ads to an arsenal of advanced tools like Adobe Analytics and Target, I stay well-equipped. I believe in constantly pushing the boundaries, exploring emerging technologies and trends to ensure my work remains both cutting-edge and user centric.
My tech stack mirrors the vibrant diversity of the user journey itself. From the core tools like Google Analytics and Meta Ads to an arsenal of advanced tools like Adobe Analytics and Target, I stay well-equipped. I believe in constantly pushing the boundaries, exploring emerging technologies and trends to ensure my work remains both cutting-edge and user centric.
My Stack
Adobe Analytics goes beyond a simple analytics tool, offering a visual playground where I analyse data to inform strategic decisions from paid media campaigns to conversion rate optimisation (CRO).
Adobe Analytics
Adobe Analytics goes beyond a simple analytics tool, offering a visual playground where I analyse data to inform strategic decisions from paid media campaigns to conversion rate optimisation (CRO).
Adobe Analytics
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Adobe Analytics goes beyond a simple analytics tool, offering a visual playground where I analyse data to inform strategic decisions from paid media campaigns to conversion rate optimisation (CRO).
Adobe Analytics
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Adobe Audience Manager's ability to stitch online and offline data has enabled me to setup niche and exclusion audiences enhancing both onsite and paid media campaigns. One key example is an annual saving of over $200k in paid media by excluding existing customers.
Audience Manager
Adobe Audience Manager's ability to stitch online and offline data has enabled me to setup niche and exclusion audiences enhancing both onsite and paid media campaigns. One key example is an annual saving of over $200k in paid media by excluding existing customers.
Audience Manager
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Adobe Audience Manager's ability to stitch online and offline data has enabled me to setup niche and exclusion audiences enhancing both onsite and paid media campaigns. One key example is an annual saving of over $200k in paid media by excluding existing customers.
Audience Manager
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Adobe Target natively syncs data from Adobe Analytics and Adobe Audience Manager to deliver personalised experiences across the user journey. The ability to create custom CRO experiences to test every hypothesis is a must have for modern businesses.
Adobe Target
Adobe Target natively syncs data from Adobe Analytics and Adobe Audience Manager to deliver personalised experiences across the user journey. The ability to create custom CRO experiences to test every hypothesis is a must have for modern businesses.
Adobe Target
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Adobe Target natively syncs data from Adobe Analytics and Adobe Audience Manager to deliver personalised experiences across the user journey. The ability to create custom CRO experiences to test every hypothesis is a must have for modern businesses.
Adobe Target
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Asana is my project management platform of choice. I utilise it to work seamlessly with team members and stakeholders, facilitating real-time feedback and project tasks.
Asana
Asana is my project management platform of choice. I utilise it to work seamlessly with team members and stakeholders, facilitating real-time feedback and project tasks.
Asana
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Asana is my project management platform of choice. I utilise it to work seamlessly with team members and stakeholders, facilitating real-time feedback and project tasks.
Asana
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The go-to tool for crafting automated marketing campaigns. I use it to nurture the ever valuable subscriber base along their journey to purchase.
Marketo
The go-to tool for crafting automated marketing campaigns. I use it to nurture the ever valuable subscriber base along their journey to purchase.
Marketo
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The go-to tool for crafting automated marketing campaigns. I use it to nurture the ever valuable subscriber base along their journey to purchase.
Marketo
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Contentsquare is my favourite tool for evaluating website performance and user behaviour. With it's real time view of the website and the ability to see how and what people are and aren't engaging with, allows for powerful data analysis and insights to enhance the user experience.
Contentsquare
Contentsquare is my favourite tool for evaluating website performance and user behaviour. With it's real time view of the website and the ability to see how and what people are and aren't engaging with, allows for powerful data analysis and insights to enhance the user experience.
Contentsquare
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Contentsquare is my favourite tool for evaluating website performance and user behaviour. With it's real time view of the website and the ability to see how and what people are and aren't engaging with, allows for powerful data analysis and insights to enhance the user experience.
Contentsquare
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Experience
01
Charles Sturt University
01
Charles Sturt University
Manager, Digital and Performance Marketing
May 2022 - Present
Paid Media Management
Direct Marketing
Conversion Rate Optimisation (CRO)
Key achievements:
YoY growth in applications by 33%.
Delivered 10+ major university campaigns on time and within budget in the past 12 months, on top of additional ad hoc campaigns.
Implementation of an audience segmentation model across marketing, sales and conversion teams to deliver personalised messaging for target audiences.
Successful onboarding of multiple new staff members in the past 12 months, some of which have already moved onto higher positions within the university.
Manager, Digital and Performance Marketing
May 2022 - Present
Paid Media Management
Direct Marketing
Conversion Rate Optimisation (CRO)
Key achievements:
YoY growth in applications by 33%.
Delivered 10+ major university campaigns on time and within budget in the past 12 months, on top of additional ad hoc campaigns.
Implementation of an audience segmentation model across marketing, sales and conversion teams to deliver personalised messaging for target audiences.
Successful onboarding of multiple new staff members in the past 12 months, some of which have already moved onto higher positions within the university.
Manager, Digital and Performance Marketing
May 2022 - Present
Paid Media Management
Direct Marketing
Conversion Rate Optimisation (CRO)
Key achievements:
YoY growth in applications by 33%.
Delivered 10+ major university campaigns on time and within budget in the past 12 months, on top of additional ad hoc campaigns.
Implementation of an audience segmentation model across marketing, sales and conversion teams to deliver personalised messaging for target audiences.
Successful onboarding of multiple new staff members in the past 12 months, some of which have already moved onto higher positions within the university.
01
Charles Sturt University
01
Charles Sturt University
Senior Officer, Marketing Campaigns
January 2021 - May 2022
Managed Marketo’s automated nurture campaigns
SEO optimisation
Key achievements:
Multiple successful business cases to executive for new technology implementations, including Adobe Analytics and Target into the Student Portal to sync to with Adobe Audience Manager. This resulted in saving over $200,000 of media annually being wasted on already converted students through audience exclusion.
Led SEO project to comply with Google’s 2021 Core Web Vitals update, which saw an improvement in website speed score of 300%.
Senior Officer, Marketing Campaigns
January 2021 - May 2022
Managed Marketo’s automated nurture campaigns
SEO optimisation
Key achievements:
Multiple successful business cases to executive for new technology implementations, including Adobe Analytics and Target into the Student Portal to sync to with Adobe Audience Manager. This resulted in saving over $200,000 of media annually being wasted on already converted students through audience exclusion.
Led SEO project to comply with Google’s 2021 Core Web Vitals update, which saw an improvement in website speed score of 300%.
02
Charles Sturt University
02
Charles Sturt University
Digital Marketing Officer
February 2019 - January 2021
Data analysis
Campaign setup and reporting
Key achievements:
Data analysis of website traffic which led to implementation of CRO activity that drove a 25% increase in sales.
Media planning process improvement across all three faculties, marketing and agencies, which included a central online document for media planning, budget and post campaign reporting, which reduced admin and agency time by 10 hours a month.
Award winning marketing team for ‘Brand Revitalisation’ in Australian Marketing Institute’s (AMI) 2020 awards ceremony.
Digital Marketing Officer
February 2019 - January 2021
Data analysis
Campaign setup and reporting
Key achievements:
Data analysis of website traffic which led to implementation of CRO activity that drove a 25% increase in sales.
Media planning process improvement across all three faculties, marketing and agencies, which included a central online document for media planning, budget and post campaign reporting, which reduced admin and agency time by 10 hours a month.
Award winning marketing team for ‘Brand Revitalisation’ in Australian Marketing Institute’s (AMI) 2020 awards ceremony.
03
Charles Sturt University
03
Charles Sturt University
Account Director
March 2015 - February 2019
As Account Director I managed a base of twelve key clients across a large range of industries from automotive to FMCG, hospitality, construction and ecommerce. During my time I developed valuable business skills like negotiation, sales, problem solving, time management and relationship building with both internal and external stakeholders.
Key achievements:
Through building long term relationships with my clients I was able to transition them to a digital approach to their marketing, including new websites, setting up social media pages with paid and organic content strategies to compliment their existing traditional media to drive both growth for the clients and hitting agency sales targets.
Primary example of this was with a local Golf Club, where a full rebrand, website, marketing strategy and product offering shift allowed them to return to a surplus budget exceeding $1million within a year of onboarding them as a client
Account Director
March 2015 - February 2019
As Account Director I managed a base of twelve key clients across a large range of industries from automotive to FMCG, hospitality, construction and ecommerce. During my time I developed valuable business skills like negotiation, sales, problem solving, time management and relationship building with both internal and external stakeholders.
Key achievements:
Through building long term relationships with my clients I was able to transition them to a digital approach to their marketing, including new websites, setting up social media pages with paid and organic content strategies to compliment their existing traditional media to drive both growth for the clients and hitting agency sales targets.
Primary example of this was with a local Golf Club, where a full rebrand, website, marketing strategy and product offering shift allowed them to return to a surplus budget exceeding $1million within a year of onboarding them as a client
04
Dutch Media
04
Dutch Media
My education and certifications
Bachelor of Business Management/Marketing
Allowed me to gain a diverse range of skills and knowledge across business management and marketing to apply to real world work throughout my placements at Mars Petcare Australia.
It also gave me the opportunity to study abroad in China, where I studied international business, Mandarin and manufacturing processes.
Charles Sturt University
Bachelor of Business Management/Marketing
Allowed me to gain a diverse range of skills and knowledge across business management and marketing to apply to real world work throughout my placements at Mars Petcare Australia.
It also gave me the opportunity to study abroad in China, where I studied international business, Mandarin and manufacturing processes.
Charles Sturt University
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Bachelor of Business Management/Marketing
Allowed me to gain a diverse range of skills and knowledge across business management and marketing to apply to real world work throughout my placements at Mars Petcare Australia.
It also gave me the opportunity to study abroad in China, where I studied international business, Mandarin and manufacturing processes.
Charles Sturt University
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Disruptive Strategy focuses on making innovation a reality and taught me how to think, not what to think. Created by Clayton Christensen, who coined the theory of disruptive innovation, I learnt the skills and techniques needed in order to develop executive level strategy, organise for innovation and discover customer jobs to be done.
Harvard Business School
Disruptive Strategy focuses on making innovation a reality and taught me how to think, not what to think. Created by Clayton Christensen, who coined the theory of disruptive innovation, I learnt the skills and techniques needed in order to develop executive level strategy, organise for innovation and discover customer jobs to be done.
Harvard Business School
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Disruptive Strategy focuses on making innovation a reality and taught me how to think, not what to think. Created by Clayton Christensen, who coined the theory of disruptive innovation, I learnt the skills and techniques needed in order to develop executive level strategy, organise for innovation and discover customer jobs to be done.
Harvard Business School
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Conversion Optimisation
Furthering my knowledge to leverage data to engage customers and profit the brand through onsite conversion rate optimisation, audience segmentation and personalisation.
Australian Marketing Institute
Conversion Optimisation
Furthering my knowledge to leverage data to engage customers and profit the brand through onsite conversion rate optimisation, audience segmentation and personalisation.
Australian Marketing Institute
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Conversion Optimisation
Furthering my knowledge to leverage data to engage customers and profit the brand through onsite conversion rate optimisation, audience segmentation and personalisation.
Australian Marketing Institute
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The ADMA Data Pass gave me comprehensive knowledge of and focus on privacy and compliance in the collection, analysis and use of data in marketing and advertising, which is becoming more valuable with the changes happening across web browsers and cookies.
Data-driven Marketing & Advertising
The ADMA Data Pass gave me comprehensive knowledge of and focus on privacy and compliance in the collection, analysis and use of data in marketing and advertising, which is becoming more valuable with the changes happening across web browsers and cookies.
Data-driven Marketing & Advertising
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The ADMA Data Pass gave me comprehensive knowledge of and focus on privacy and compliance in the collection, analysis and use of data in marketing and advertising, which is becoming more valuable with the changes happening across web browsers and cookies.
ADMA
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My references
Cathy O'Shannessy
Strategy Manager, Charles Sturt University
0400 196 818
David Newton
Managing Director, North South Media
0422 639 037
Amy Felke
Associate Director, Brand & Performance Marketing
AKA: Beyonce
Cathy O'Shannessy
Strategy Manager, Charles Sturt University
0400 196 818
David Newton
Managing Director, North South Media
0422 639 037
Amy Felke
Associate Director, Brand & Performance Marketing
AKA: Beyonce
Cathy O'Shannessy
Strategy Manager, Charles Sturt University
0400 196 818
David Newton
Managing Director, North South Media
0422 639 037
Amy Felke
Associate Director, Brand & Performance Marketing
AKA: Beyonce
Cathy O'Shannessy
Strategy Manager, Charles Sturt University
0400 196 818
David Newton
Managing Director, North South Media
0422 639 037
Amy Felke
Associate Director, Brand & Performance Marketing
AKA: Beyonce
Cathy O'Shannessy
Strategy Manager, Charles Sturt University
0400 196 818
David Newton
Managing Director, North South Media
0422 639 037
Amy Felke
Associate Director, Brand & Performance Marketing
AKA: Beyonce
Cathy O'Shannessy
Strategy Manager, Charles Sturt University
0400 196 818
David Newton
Managing Director, North South Media
0422 639 037
Amy Felke
Associate Director, Brand & Performance Marketing
AKA: Beyonce
Cathy O'Shannessy
Strategy Manager, Charles Sturt University
0400 196 818
David Newton
Managing Director, North South Media
0422 639 037
Amy Felke
Associate Director, Brand & Performance Marketing
AKA: Beyonce
Cathy O'Shannessy
Strategy Manager, Charles Sturt University
0400 196 818
David Newton
Managing Director, North South Media
0422 639 037
Amy Felke
Associate Director, Brand & Performance Marketing
AKA: Beyonce