Charlotte Ward

Owning the full marketing remit: email marketing strategy and execution, organic content development, paid media campaigns, CRM management, and content strategy across the funnel. This is a hands-on part time marketing leadership role, building the pipeline and positioning the brand in a crowded EAP market.

Key focus areas:

• Build and manage email marketing sequences targeting HR and People leadership audiences, with content designed to drive engagement and convert pipeline

• Lead organic content strategy, developing thought leadership that positions Life Street’s proactive model against traditional, low-utilisation EAP providers

• Oversee paid media campaigns end to end aligned to demand generation objectives, with performance tracked to lead quality, not just volume

• Manage CRM infrastructure to ensure lead data, segmentation and nurture flows support sales and retention outcomes

I led communications and product marketing at Mortar AI, accelerating global expansion and commercial growth across ANZ and South East Asia for our Marketing Mix Modelling and marketing effectiveness solutions.

My role sat at the intersection of strategy, product and revenue. I translated advanced MMM, creative measurement and AI-driven planning into clear, commercially defensible investment strategies that helped brands and agencies make smarter marketing decisions.

Responsibilities included:

• Global go-to-market strategy across ANZ and South East Asia

• Positioning and launch of products including MMM, Helix, Pulse and MMM + Creative

• Product marketing development and category positioning within marketing effectiveness and measurement

• PR strategy, industry partnerships and thought leadership

• Demand generation and performance marketing strategy

• Leading cross-channel paid media strategy and execution across Meta, LinkedIn, Google Ads, Microsoft Ads and Taboola, with a focus on efficiency and measurable impact

• Executive messaging and strategic communications for CMOs, CFOs and agency leadership teams

I worked closely with leadership, marketing science and product teams to ensure alignment

Managed the post-acquisition integration of my business Agnes Media, transitioning clients and team members into the Awaken business with no client attrition.

Lead strategist for 1800 Tequila, Jose Cuervo, Kraken Rum, Panasonic (cross-category), Chery Motors and Yalumba Wines — developing media strategies, presenting recommendations to clients, and overseeing campaign planning, implementation and performance reporting.

Managed a team of specialists across planning, buying and campaign delivery, overseeing workflows, quality of output and professional development.

Led the in-housing of digital media buying through Awaken’s own DSP, building the business case, managing the transition, and establishing the trafficking, optimisation and reporting workflows that drove efficiencies

Drove business development strategy, developing and presenting bespoke media pitches to attract and convert new agency clients.

Owned the entire business end-to-end: commercial strategy, new business acquisition, P&L management, pricing, legal, finance, senior client relationships, team leadership and operational delivery.

Grew the service offering from media planning and buying into creative, measurement, attribution and analytics

Led paid media strategy and campaign delivery for a diverse client portfolio including Klarna, Korea Tourism, Yalumba Wines, Paytime, Active Super, Calven, Zolo and Coassemble - spanning retail, tourism, fintech, superannuation and SaaS.

Built the agency’s measurement and attribution practice, developing custom models and reporting frameworks tailored to each client’s business objectives and commercial KPIs.

Led all marketing, PR and brand-building for the agency itself, generating trade press coverage, media features and inbound pipeline that supported sustainable growth.

I lead marketing functions for growth-stage B2B SaaS and ecommerce businesses that need senior leadership without the full-time overhead, and take on consulting engagements for brands rebuilding their performance, content, and measurement capability.

My engagements typically involve owning the full function end to end: GTM strategy, product marketing, brand, content, paid and organic media, email marketing, demand generation, and the measurement frameworks that connect spend to commercial outcomes. I’m equally comfortable setting the strategy and rolling up my sleeves to execute it. Most of my clients don’t need someone who can do one thing well. They need someone who can see the whole picture and move fast across all of it.

I work across both B2B and B2C businesses, from pre-launch through to scale, across APAC, SEA, Europe, and the Middle East. My current and recent work spans everything from auto, financial services, fintech, HR technology, SaaS, AI, travel, retail, beauty, through to ecommerce. I can cover a lot!

What I bring that generalist consultants don’t: a measurement-first approach grounded in marketing mix modelling, incrementality testing, and attribution architecture. Every strategy I build is designed to prove its own impact.

Areas of expertise:

• Fractional CMO and full-function marketing leadership

• Marketing mix modelling (MMM) and investment forecasting

• Go-to-market strategy and product marketing

• Media strategy: planning, buying, and full execution

• Paid media: Meta, Google Ads, Microsoft Ads, TikTok, Linkedin, Programmatic

• Content strategy and editorial planning

• Email marketing and lifecycle/CRM strategy

• Growth marketing and conversion rate optimisation

• B2B demand generation and lead acquisition

• Ecommerce growth and Shopify strategy

• Brand strategy and positioning

• Attribution, analytics, and performance measurement​​​​​​​​​​​​​​​​

Social Lead for Optus account.

Built Paid Social strategies from conceptual planning to tactical recommendations, including all flighting and budgets for all B2C and B2B business units within the Optus portfolio

Managed client relationships with Marketing Managers developing digital media recommendations to ensure KPIs were achieved across a wide range of business units

Managed Social Delivery team workflow, ensuring all trafficking, optimising and reporting were managed accordingly

Led ongoing large scale Facebook Measurement studies with Optus across multi-product portfolio