Head of Growth Marketing
eBay (Gumtree Group)
2022 - 2023
Led comprehensive growth marketing strategies for Gumtree Australia, CarsGuide, and AutoTrader (part of eBay Classifieds Group), focusing on driving marketplace expansion, improving organic visibility, and enhancing the user acquisition funnel across desktop and mobile platforms.
Responsibilities
- Led acquisition channels including Paid Media, SEO, CRM, Digital Analytics, UX, and CRO
- Managed a $10M+ marketing budget, overseeing strategy and implementation across all digital channels
- Headed a cross-functional team of data scientists, CRM professionals, and digital marketing specialists
- Collaborated directly with the C-suite and senior leadership to align objectives and set digital marketing expectations
- Successfully rebuilt and led the marketing function after a major corporate restructure
- Implemented data-driven strategies to capture user flows, enhance journeys, increase traffic, and improve conversions across websites and apps
- Reported directly to the ELT and contributed to the company's future vision as part of the leadership team
- Bridged communication between marketing, product, tech, and data teams, ensuring alignment of objectives with technical execution
- Managed relationships with key agencies for Paid Media and SEO, alongside in-house specialists
- Drove conversations and initiatives around advanced marketing technologies, including CDPs
Key Achievements
- Increased organic traffic by 42% year-over-year through systematic SEO improvements
- Improved mobile page speed scores by 65%, significantly enhancing user experience metrics
- Implemented structured data markup that generated a 38% increase in rich snippets
- Led the development of category-specific content strategies that improved SERP visibility by 56%
- Reduced bounce rates by 28% through targeted UX improvements to landing pages
- Established new content optimization workflows that increased publishing efficiency by 70%
- Drove significant improvements in car category traffic and conversion rates through targeted optimization initiatives
Skills
SEO StrategyGrowth MarketingTechnical SEOContent StrategyAnalytics & ReportingTeam LeadershipMarketplace OptimizationMobile User ExperiencePython & Django ProgrammingReact & NextJS DevelopmentCSS & Information ArchitectureDigital Strategy Implementation