Conor Reynolds
Chief Marketing Officer
Fractional CMO | Built, scaled & exited a national FMCG brand. I build growth engines with an owner's mindset, not agency thinking.
Summary
Most marketing fails because it only talks to people who are already looking. I build the systems that create demand where it doesn't exist and capture it more effectively where it does.
Over 15 years across FMCG, consumer goods, health, wellness, and travel, I've applied direct response principles and behavioural science to build seven-figure revenue engines, increase customer lifetime value by 50%, and scale a national subscription business to 300+ clients before exiting through acquisition. I've run press ads that pulled 2x industry average response rates, built education-led funnels that converted cold traffic into loyal customers across four international markets, and increased online conversion by 25% through friction reduction and behavioural UX.
My approach starts with diagnosis: not every business needs demand creation. Some already have traffic and awareness but are leaking revenue through poor conversion, weak retention, or messaging that talks about features when customers buy outcomes. I figure out which problem you actually have, then build systems that compound rather than campaigns that expire.
I work with businesses that want senior marketing leadership without the full-time overhead. Whether that's building the growth strategy from scratch, fixing what's broken in the funnel, or stepping in as the marketing leader your team needs to execute against. I've done this inside global brands (Flight Centre, Kellogg's) and founder-led businesses, and I've built and sold my own. I think like an owner because I've been one.
Experience
House of Health Publishing
Founder & CMO (2023 - 2025)
Director of Marketing & Growth Strategy
House of Health Publishing | Brisbane | Jul 2023 – Dec 2025
Consumer health DTC brand. Direct response on cold traffic across four international markets (AU, US, UK, Canada).
• Built a direct response growth engine from scratch targeting cold traffic — using education-led funnels to take problem-unaware consumers through awareness stages until the product became the only logical solution.
• Owned paid Meta strategy end-to-end: creative direction, behavioural copywriting, audience testing, and ROAS optimisation. Every ad was designed to educate first and sell second.
• Increased customer lifetime value by 50% by building post-purchase education and lifecycle automation that deepened the customer’s understanding of their problem, turning one-time buyers into long-term retained customers.
• Built attribution and reporting frameworks connecting every marketing dollar to revenue, CAC, LTV, and ROAS, not vanity metrics.
• Drove seven-figure revenue across four countries and built repeatable, governed marketing systems designed to scale independently of any single operator.
Beyond Caffeine
Founder (2021 - 2023)
Fractional Head of Marketing & Growth
Beyond Caffeine | Brisbane | Jul 2021 – Jul 2023
Regulated wellness consumer goods brand (FMCG). Stepped in as the external marketing leader.
• Redesigned the acquisition funnel using friction-reduction principles and behavioural UX, removing unnecessary steps, rewriting product pages around customer outcomes rather than features — increasing online conversion by 25%.
• Built content-led demand generation and influencer partnerships to establish brand authority in a compliance-sensitive market where trust was the primary purchase driver.
• Integrated paid acquisition with email nurture and customer education sequences to shift repeat purchase behaviour and reduce churn.
• Assisted with R&D product formulations, and supplier sourcing for higher quality and cost effective ingredients
Snackwize
Founder (2016 - 2021)
Founder & Managing Director – Snackwize
Acquired 2021 | Brisbane | Jul 2016 – Jul 2021
Built, scaled, and exited Australia’s leading corporate wellness snack brand through strategic partnerships, product innovation, and sustained commercial growth. Led all facets of business strategy, client delivery, and P&L management before completing a successful acquisition.
• Built and scaled a national FMCG subscription business from zero to 300+ corporate clients including ASX-listed enterprises. Led a team of 7 across sales, account management, marketing, and operations.
• Designed the complete demand engine: education-led content, inbound lead generation, digital campaigns, email automation, case study programs, and referral systems that produced sustained growth.
• Managed 60+ FMCG supplier relationships including procurement, logistics, and product curation — deep understanding of consumer goods supply chain and partner management.
• Owned the complete digital sales funnel: demand generation, conversion, onboarding, retention, and account expansion.
• Delivered YoY revenue growth while maintaining industry-leading customer retention rates.
• Led complex B2B contract negotiations and enterprise partnerships across multiple industry verticals.
• Executed full business sale process resulting in strategic acquisition, validating business model and enterprise value.
Flight Centre
Global Marketing Manager (2014 - 2017)
Global Marketing Manager
Flight Centre Travel Group – Active Travel & Healthwise Global | Brisbane & International | Jul 2014 – Jul 2017
• Defined and executed marketing strategy across three continents for two brands, coordinating regional sales, distributor, and agency teams around shared commercial outcomes.
• Negotiated exclusive national sponsorships (IRONMAN Australia, BikeExchange/Tour Down Under) and naming-rights deals generating $1M+ in incremental revenue. Managed high-value partner relationships end-to-end.
• Delivered 38% YoY enquiry growth and record program revenue through omni-channel campaigns spanning digital, print, events, and TVC.
• Rebranded Healthwise Global and secured $250K in new B2B contracts through customer segmentation and messaging overhaul. Oversaw agencies across creative, digital, and media.
• Produced Flight Centre’s first TVC for Active Travel, increasing brand awareness by 35%.
Qualifications
Bachelor Of Business Marketing (2009)
QUT