Marketing Operations

The systems underneath the marketing

MarTech implementation, CRM and marketing automation, tracking and workflow design. This is the deepest part of my work: five builds where the plumbing was the problem and fixing it moved everything downstream.

500%Operational efficiency uplift

1 month → same dayCustomer onboarding

2×Marketing cycle efficiency

3,158Records audited and rebuilt

Selected work05 projects

Workflow consolidation and database rebuild

Trents, Foodstuffs South Island · 2022–2024 · Christchurch

Manual, fragmented workflows across four teams, no single view of the customer, no way to attribute campaign performance, and new account onboarding taking roughly a month. I consolidated the workflows in Salesforce Pardot, rebuilt the customer database so campaigns could be targeted and measured, added GA4 tracking, and launched a FAQ centre so the sales team stopped absorbing routine queries.

500%Operational efficiency uplift

1 month → same dayOnboarding

3,158Records rebuilt

Digitising clinical operations across eight clinics

ProHealth Asia · 2017–2019 · HK, SG, PH, India

Clinical operations and patient records ran on paper, so nobody could see which marketing produced which patient. I implemented Cliniko and Xero across the group, added direct online booking with WhatsApp and chat, and built automated reactivation for no-shows, cancellations and lapsed patients, which was the cheapest revenue available and nobody was working it.

8Clinics digitised

−50%Marketing cost, revenue up 10%

Same-dayOnline booking introduced

CRM and automation roadmaps across seven industries

Alexanders Digital Marketing · 2021–2022 · Christchurch

Clients were buying campaigns without the systems to hold the results. Leads arrived and went nowhere. I audited each client’s existing stack before proposing anything, then sequenced their automation roadmap to business objectives rather than to what was easiest to sell.

7Client industries

Audit → roadmap → buildRepeatable engagement model

Replacing an email tool with marketing automation

HKUST MBA · 2014–2015 · Hong Kong

Admissions for a high-consideration decision ran through a basic email tool disconnected from the website and the CRM, so candidates were handled manually over months. I led the project to replace it with marketing automation, fully integrated with both.

2×Marketing cycle efficiency

Web + CRMFully integrated

Maintaining the systems after handover

Independent consulting · 2019–2021 · Hong Kong to New Zealand

When I left ProHealth, the systems I had implemented stayed. My replacement came from a pure marketing background and did not have the depth on the digital and systems side, so the group kept me on to maintain and extend the platforms. I arrived in New Zealand in February 2020, weeks before the borders closed, and kept the work running from Christchurch.

2 yearsRetained after leaving the role