ANZ Bank

2016-2021Wealth Portfolio SEO & Cross-Channel StrategyVisit Website

Agency Work: Digital Experience Director and National Head of SEO at Resolution Sydney

Wealth portfolio SEO and content strategies with cross-channel coordination

My Experience

Managed comprehensive wealth portfolio SEO and content strategies for ANZ Bank over 5 years, focusing on share investing, superannuation, and wealth management products. Coordinated cross-channel marketing activities, aligning SEO and paid media strategies to optimize budget utilization and minimize cannibalization. Built custom forecasting solutions and analytics tools to predict traffic impact and customer acquisition potential. Worked closely with ANZ's brand, marketing, and technical teams, with direct access to tech resources for implementing tags and technical fixes.

Key Achievements

Managed wealth portfolio SEO and content strategies for 5 years, achieving consistent 25%+ year-on-year increase for key product pages
Successfully migrated the ANZ Share Investing portal with comprehensive SEO strategy and technical implementation
Coordinated paid media activities to minimize brand asset cannibalization while acquiring new users from underperforming generic terms
Built smart forecasting solutions to predict SEO traffic impact on new customer acquisition from owned and earned channels
Collaborated directly with ANZ brand, marketing, and technical teams for seamless strategy execution
Established robust cross-channel attribution and reporting framework for ongoing optimization