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.
About Conor
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 – 2026)
Chief Marketing Officer
House of Health Publishing | Brisbane & Remote | Jul 2023 – April 2026
Evidence-led wellness publishing and product business serving a specialist diet weight management audience. Led brand and growth strategy across four international markets to seven-figure revenue.
• Led brand and portfolio strategy across AU, US, UK and Canada, owning positioning, messaging architecture, and integrated go-to-market across digital, content, partnerships, and CRM.
• Led the commercialisation of Hydraslim, a private label wellness supplement sold into the US market through the publishing audience. Owned product development, formulation, positioning, packaging, and commercial model end to end.
• Identified and captured category white space in evidence-led wellness publishing, building the brand and product model that scaled the business to seven-figure revenue across four markets.
• Managed marketing P&L across paid media, content, partnerships, email, and website with disciplined accountability on CAC, ROI, margin, and channel contribution to revenue.
• Built CRM and lifecycle automation from scratch, increasing customer lifetime value by 50% through segmented programs and post-purchase engagement.
• Led cross-functional alignment across product, supply, content, and external partners to translate brand strategy into commercial outcomes across four international markets.
Beyond Caffeine
Founder (2021 – 2023)
Head of Marketing & Growth
Beyond Caffeine | Brisbane | Jul 2021 – Jul 2023
Startup brand in the supplement coffee alternative category. Led the end-to-end commercialisation from R&D through TGA-compliant launch to national retail and DTC commercial mode
• Led the full NPD process: R&D with manufacturers, formulation, ingredient sourcing, manufacturing relationships, and product testing through to commercial launch.
• Navigated TGA compliance and regulated category requirements throughout product development, labelling, and marketing communications.
• Designed packaging, boxing, brand identity, and creative direction. Owned the complete brand positioning and visual system.
• Launched into national retail and DTC channels on Shopify, building the commercial engine from zero across product, pricing, channel, and marketing.
• Lifted online conversion by 25% through structured A/B testing, landing page optimisation, brand refinement, and customer journey redesign.
• Built strategic partnerships, influencer relationships, and ambassador programs to enhance brand presence in a compliance-sensitive premium market.
Snackwize
Founder (2016 – 2021)
Founder & Managing Director
Snackwize | Acquired by The Fruit Box Group, 2021 | Brisbane | Jul 2016 – Jul 2021
Founded and built Australia’s largest healthy snack box subscription service, serving B2B and B2C consumers nationally. Owned full P&L and brand strategy through to strategic exit.
• Founded, built, and led a national health and wellness brand from zero to 300+ enterprise clients including ASX-listed companies, serving both B2B and B2C markets nationally. Led a team of 7 across brand, marketing, sales, operations, and account management.
• Built the complete operating system from scratch: product selection and curation, supplier and brand partner relationships, fulfilment and logistics, technology platform, and commercial model.
• Owned full P&L: revenue, margin, marketing investment, operational performance, and brand contribution. Raised capital from Brisbane Angels and executed full business sale resulting in strategic acquisition.
• Built and managed 60+ brand partnerships and ambassador programs across the Australian health and wellness ecosystem to drive growth and reinforce brand credibility.
• Designed the complete brand and marketing engine from scratch: positioning, identity, content, CRM, case study programs, events, partnerships, and PR.
• Got earned media in News.com.au, The AFR, Mark Bouris Podcast, Timbo Reeds Small Business Big Marketing, The Courier Mail, The Age and more.
Flight Centre
Global Marketing Manager (2015 – 2017)
Global Marketing Manager
Flight Centre Travel Group – Active Travel & Healthwise Global | Brisbane & International | Jul 2014 – Jul 2017
• Led global marketing strategy across three continents for two consumer brands, delivering 38% YoY growth. Negotiated national sponsorship and ambassador partnerships (IRONMAN Australia, BikeExchange/Tour Down Under) generating $1M+ in incremental revenue.
• Produced Flight Centre’s first TVC, increasing brand awareness by 35%. Oversaw social media strategy, content production, and agency management across creative, digital, and media.
• Rebranded Healthwise Global and secured $250K in new B2B contracts through repositioned messaging and partnership-led growth strategy.
Flight Centre
National Campaigns & Events Manager (2013 – 2014)
National Campaigns & Events Manager
Flight Centre Travel Group – CruiseAbout | Brisbane | Jul 2013 – Jul 2014
• Led national campaigns, sponsorships, and event activations across 70 retail locations generating $5M+ in annual revenue. Awarded Best Marketer on Ground.
Flight Centre
Advertising & eDM Executive (2013 – 2013)
Advertising & eDM Executive
Flight Centre Travel Group | Brisbane | Jan 2013 – Jul 2013
• Promoted after 5 months. Generated response rates 2x industry average through direct response copywriting and EDM strategy.
Key Skills
Qualifications
Bachelor Of Business Marketing (2009)
QUT
Key Industries
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