Paul Martin

I have had the pleasure of leading the marketing efforts for some of the world's largest brands (including Disney, LEGO, Budget Direct, Century21, hipages Group, Sage, Culture Kings, SugarCRM, Coca-Cola & Athena Home Loans), as well as delivering bootstrapped go-to-market initiatives and growth strategies for start-ups and SMEs.

My expertise covers the whole marketing funnel;

Awareness > Consideration > Acquisition > Engagement > Retention

I hold skills in full-stack digital marketing, data & analytics, user journey optimisation, CRO & experimentation, audience segmentation, media investment & financial planning, martech integrations, product development, and general business operations.

A selection of career highlights include:

• Achieved record subscription growth for [marketplace business] with increases of 43% in lead volume, 18% in lead qualification rate, 47% in yield and 32% in MRR

• Rebuilt the paid search strategy of [subscription business], with the ingesting of near-real-time subscriber data into Google Ads, delivering a 210% reduction in CAC for customer acquisition

• Built and scaled inbound marketing as a brand new acquisition channel for [SaaS business], encompassing extensive lead capture campaigns and personalised nurture journeys using Hubspot, delivering 11% in incremental user growth

• Launched [professional services business] in Australia and grew revenue from $0 to $1 million in the first 18 months of operations

• Established an integrated CRM & performance marketing strategy (paid search, programmatic, social media) for [international department store], comprising detailed audience segmentation and personalisation, leading to an 800% increase of media investment while maintaining target ROAS

• Developed content campaigns and improved user experience for [luxury fashion business] through engagement and customer journey optimisations, achieving 58% increase in revenue, aided by 22% higher AOV & 19% rise in user’s propensity to buy

• Undertaken replatforming projects, including complex CMS migrations and website transitions, for brands across multiple sectors including ecommerce, entertainment, wagering, FMCG, lead generation, and insurance

• Launched the first dedicated Australian ecommerce store for [global toy brand] with bespoke stock check and pick-n-pack technologies alongside POS integrations and marketing-ready application such as customer data capture

• Worked with Google on implementing the world-first beta trial of GPS beacon tracking technology for [global jewellery business], allowing in-store transactions to be traced back to pre-purchase online customer activity

• Delivered training sessions across various topics (including SEO, PPC, digital PR, website migration frameworks, product launch strategies, content generation, etc) for marketing and brand/comms teams in companies all over the world