Karen Seeto

Worked as Travel at Career Break.

Driving eCommerce sales for the AU/NZ market through data analytics, A/B and multivariate testing, personalisation, and consumer journey optimisation to improve conversion rates and the end-to-end online customer experience.
- More than doubled the number of A/B tests, whilst maintaining ROI in AU and exceeding NZ's target — recognised with a Global eCom Summit shoutout and an ANZ Moments of Bril

- Established a website merchandising (sorting rules and recommendations engine) testing framework, delivering +140% in attributed revenue and +174% in add-to-carts.
- Pioneered the first Wishlist promo banner, driving +77% CVR and +10% add-to-bag.

- Delivered 8 deep-dive analyses averaging 10–20 actionable recommendations each, directly informing eCommerce
trading decisions throughout a challenging year.
- Provided twice-daily optimisation insights during Black Friday, including an eDM analysis that led to the reinstatement of a top-performing creative module, driving it to become one of the highest click-generating elements.

Partnered with the Marketing Director to drive digital marketing strategy and customer engagement across all touchpoints, leading performance and analytics, SEO/SEM, digital communications, and agency management.
- Achieved website growth rate of 2,000% compared with the previous year, setting a new benchmark for success.
- Led a recruitment campaign to rapidly attract staff lost during the COVID

Responsible for developing and implementing Estia Health’s digital marketing strategy, driving brand awareness, website traffic and lead generation through paid and organic channels, social media, website optimisation and data-driven marketing.
- Challenged the status quo and increased search click performance by 26%.
- Pioneered a social media content planning session, facilitating the sharing o

Managed and optimised always-on digital performance media, reporting and analytics, A/B testing and optimisation, digital personalisation and first-party data initiatives.
- Led the reactivation of paid media campaigns in a post-COVID world, resulting in an 84% increase in website visits, and 116% growth in the number of leads.
- Spearheaded a COVID-19 Consumer Search Insights project which recei

Opportunity to travel and explore Australia once restrictions were lifted post-COVID lockdown

Drove eCommerce performance, conversion optimisation and digital insights across Australia and New Zealand. Partnered with cross-functional teams to identify growth opportunities, improve the customer journey and increase direct-to-consumer sales through data analysis, experimentation and digital optimisation.
- Launched Dyson Australia's first A/B testing programme, increasing order completion by

Oversaw digital performance across channels, campaigns and new marketing initiatives, while also serving as Agile Product Owner for the digital analytics and marketing technology product. Led a four-person analytics team and a 12- person multidisciplinary agile team, reporting to the Head of Digital as part of the Digital Leadership Team.
- Expanded the analytics team from two to four by reallocat

Led the Always On paid digital (display, programmatic, SEM, social) and SEO programme, improving efficiency and conversion through testing and personalisation. Worked with marketing, comms, legal and agencies, with budget responsibility.
- Introduced a personalisation strategy using dynamic creative, lifting conversion rate by 200% and reducing CPA by 50%.
- Initiated a digital attribution study w

Led digital channel planning and performance across paid media, SEO, analytics, optimisation, personalisation and online merchandising, championing data-driven decision-making and a more customer-centric approach.
- Optimised the always-on paid digital programme (NZ$3.5 million annual budget) into a leading channel for business objectives, reducing Cost per Acquisition (CPA) by 20–35% in the first

Agency lead for direct response clients responsible for their digital plans, performance and optimisation.
- Audited a direct response client and recommended a conversion optimisation strategy.

Led development and launch of a new web-based training and incentive programme and developed its trade marketing strategy and plan.
- Improved customer website experience by adding new functionality and design.

Overseas Experience exploring the world (Bali, USA, London, Europe, Egypt, Hong Kong, Fiji)

Managed a client portfolio of major NZ brands (Travel, Media, Retail, FMCG, Fast food), set the strategic direction for digital platforms and opportunities, and led a team of 2 direct reports.
- Supervised a social media launch that boasted one of NZ’s largest fan bases at the time.

Progressed through the ranks leading media strategy and plans for top NZ brands in Telecommunications, Automotive, Travel and Fast Food. Managed planning and buying media against client KPIs.
- Successfully led and implemented an in-house Digital Media trafficking and reporting process.

Feb 2019

Jun 2018

Jun 2015

2009

2009

2008

Jun 2004

Jun 2004

Jun 2004