Digital Optimisation Lead (SEO, CRO, Analytics) - Global
humm Group
2021 - 2022
Led digital optimization activities across the entire financial portfolio in Australia, New Zealand, UK, Ireland, and Canada. My role spanned across multiple critical workstreams, driving growth and innovation across 13 websites and various digital products.
Responsibilities
- Lead CRO strategies across the entire product portfolio
- Optimize originations funnel, particularly post-CCCFA introduction in New Zealand
- Collaborate with the marketing team to develop data-led, optimized paid media campaigns
- Lead the humm affiliate marketplace conversions metrics
- Manage SEO strategies for 13 websites, ensuring year-over-year organic growth
- Communicate results, actions, and strategies to senior stakeholders, including C-suite executives
- Oversee all digital analytics needs for humm Group
- Develop analytics strategies to provide dashboards, analysis, and optimization metrics
- Support data-driven decision-making across the organization
- Work within the Digital Enablement team to drive optimization initiatives across all humm products in four countries
- Bridge communication between marketing, product, tech, and data teams, ensuring alignment of digital objectives with business goals
Key Achievements
- Introduced rapid fire testing: quick snackable tests to provide further clarity in how the big CRO initiatives perform resulting in over 150% increase for the digital enablement KPIs
- Shortlisted for 2 SEMrush awards: Best SEO Campaign and Highest Website Traffic Growth
- Increased organic backlinks by over 100% through strategic partnership utilization
- Achieved Page 1 rankings for top keywords, including the primary industry term 'buy now pay later'
- Collaborated closely with Head of Digital Enablement, Head of Architecture, Chief Innovation Officer, and Head of Customer Experience to drive integrated strategies
- Consistently delivered innovative digital solutions that enhance user experience, drive business growth, and improve conversion rates across multiple platforms and channels
Skills
Conversion Rate OptimizationA/B TestingUser Experience DesignAnalytics ImplementationGlobal Team CollaborationDigital StrategyFinTech OptimizationCustomer Journey MappingSEO LeadershipTechnical SEO ImplementationDigital AnalyticsStakeholder Communication