myprotein

As the ANZ ecommerce lead across CRM, onsite merchandising, and trading strategy, I built Myprotein’s digital presence into a fast-moving, growth-focused ecosystem built to convert, scale, and perform.

Transforming data into action by optimising journeys that lifted conversion by +5% and unlocked over $300k in incremental revenue. Engineering multi-channel campaigns across email, app, social, influencers, and paid partnerships, I aided in delivering record-breaking Cyber performance and roll out a national rebrand, resulting in a 102% revenue uplift.

With end-to-end ownership of the CRM channel, I delivered high-impact, trade-aligned email campaigns that drove growth through smarter segmentation, A/B testing, and personalised content. This performance-led approach consistently lifted engagement and delivered strong YoY revenue gains.

Taking a human-first approach, I elevated the onsite experience through a localised and personalised design, adapting content, merchandising, and messaging to match ANZ customer behaviour. This approach improved relevance, strengthened engagement, and created a smoother, more intuitive path to purchase.

Led the execution of high-pressure, high-stakes campaigns across Black Friday and Cyber Week—managing comms, promos, and onsite updates to deliver record-breaking results. Strategic planning, real-time trading, and tight channel collaboration ensured performance exceeded revenue targets.

Implemented targeted CRO initiatives that directly improved customer understanding and boosted conversion. Including the “Black Friday Essentials” product education carousel. By testing, analysing, and refining onsite elements, I turned insights into a +20% CVR to SKU, and revenue growth.