Digital product specialist,end to end.

Product work for growth, conversion and experience — one thread from what's unclear to what ships in market.

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About

Ship digital products.
Lift conversion & growth.

I focus on digital products where conversion, growth and experience meet — tighter funnels, clearer journeys, releases tied to metrics that matter. Insight informs prioritisation; what ships is held accountable to outcomes.

Conversion & growth

Acquisition through retention: funnel fixes, experiments with accountability, growth work that loops back to product changes — not vanity charts.

Experience & delivery

Product and UX that support those goals — prioritisation your team can sustain, interfaces people actually finish, shipping cadence that doesn’t depend on heroics.

Base

Perth, WA

Focus

Growth

Now

Selective work

Experience

Over a decade of digital product delivery.

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Consulting
Digital Career
Wesfarmers Chemicals, Energy & Fertilisers

Digital Product Owner

Dec 2025 — Present

Digital Product Owner

@ WesCEF for Kleenheat

Dec 2025 — Present

Leading the digital product backlog for Kleenheat within the wider WesCEF portfolio — prioritising user-focused enhancements, operational needs and measurable business outcomes.

  • Own the digital product roadmap and delivery priorities.
  • Embed customer insight and data into every prioritisation call.
  • Partner across marketing, engineering and operations to ship.
  • Product
  • Strategy
  • Digital
Wesfarmers Chemicals, Energy & Fertilisers

User Experience Lead

Oct 2018 — Dec 2025

User Experience Lead

@ WesCEF for Kleenheat

Oct 2018 — Dec 2025

Led UX and — from 2021 to 2023 — digital product ownership across Kleenheat's customer experience. Embedded research and data into strategy, and evolved how the team designs, prioritises and ships.

  • Delivered an optimised acquisition funnel with substantial lifts in conversion.
  • Introduced a design system that streamlined delivery and product consistency.
  • Championed customer-centric, data-driven decision-making across digital.
  • Doubled as digital Product Owner 2021–2023, managing the backlog end-to-end.
  • Drove Agile Scrum adoption — lifting team collaboration and delivery velocity.
  • UX Leadership
  • Product
  • Design Systems
  • Research
  • Analytics
Kleenheat

Digital Lead

Sep 2016 — Oct 2018

Digital Lead

@ WesCEF for Kleenheat

Sep 2016 — Oct 2018

Ran digital marketing and landing page performance, standing up the analytics and experimentation foundations that still underpin the work today.

  • Achieved 1000%+ ROAS across digital marketing channels.
  • Contributed to 400% customer growth over the two years in role.
  • Implemented custom web analytics via Google Tag Manager.
  • Built an A/B testing framework that unlocked conversion gains.
  • Partnered with stakeholders to turn insight into business growth.
  • Digital Marketing
  • Analytics
  • CRO
Kleenheat

Front End Designer

Jan 2015 — Sep 2016

Front End Designer

@ WesCEF for Kleenheat

Jan 2015 — Sep 2016

Designed and built Kleenheat's mobile-responsive acquisition experience and helped unify the customer journey across product lines.

  • Designed and shipped a mobile-responsive acquisition funnel.
  • CMS development and implementation for marketing and acquisition properties.
  • Unified the experience across product lines into a cohesive journey.
  • Supported campaign design and the analytics tracking behind it.
  • Front-End
  • Design
  • Web
  • Analytics
Tune In Digital

Digital Developer

May 2013 — Jan 2015

Digital Developer

@ Tune In Digital

May 2013 — Jan 2015

Built responsive websites in an agency setting — collaborating with creative and technical teams, and meeting directly with clients to translate needs into tailored digital solutions.

  • Responsive client builds with design and dev in a tight Northbridge agency.
  • Client-facing discovery, scoping and iteration to land tailored front-end solutions.
  • Hands-on delivery from layout through launch for marketing and campaign sites.
  • SEO and digital marketing best practice — on-page structure, technical baselines and clean tracking through handover.
  • Agency
  • Front-End
  • SEO
Delonix Marketing Corporation

Digital Specialist

Jun 2010 — Feb 2013

Digital Specialist

@ Delonix

Jun 2010 — Feb 2013

Managed an e-commerce website and oversaw outsourced teams in India and the Philippines. Implemented SEO and conversion optimisation strategies to lift online performance.

  • Ran day-to-day e-commerce operations with offshore development and content teams across India and the Philippines.
  • Shipped SEO and on-site conversion work that lifted online trading performance.
  • Coordinated merchandising updates, campaigns and third-party integrations with stakeholders.
  • E-commerce
  • SEO
  • Remote Teams