James Horstman

Strategic lead for CommBank Yello, developing go-to-market strategies, fostering partnerships, and leveraging AI for customer engagement. Led personalisation squad at Bunnings, driving revenue growth through data-driven campaigns. Directed marketing and digital initiatives at Westpac Group to enhance customer acquisition and retention. Managed growth strategies and trade plans at Torrens University Australia and established brand strategies at Canterbury of New Zealand. Led GTM strategy at Optus, delivering multi-channel campaigns for broadband products.

Built and scaled a marketing personalisation squad, leveraging Flybuys loyalty data to lead transformation initiatives across CX, automation, and marketing tech. Defined KPIs, closed process gaps, and delivered test-and-learn campaigns in collaboration with Product, Marketing, Digital, and Data teams.

Key Achievements:

• Led transformation initiatives leveraging data analytics and behavioural insights to optimise retail marketing strategies.

• Delivered targeted campaigns that increased cross-category revenue by 11%, demonstrating ability to unlock growth through data-driven solutions.

• Partnered with internal teams and external agencies to shape personalisation products aligned with market needs.

Led end-to-end delivery of customer and digital transformation initiatives for the credit card migration, driving acquisition and retention through targeted communications and technology enablement.

Key Achievements:

• Directed strategic programmes for customer migration and retention, balancing global frameworks with local execution.

• Influenced senior stakeholders and managed complex negotiations, achieving 92% retention and increased incremental spend.

• Championed data-led storytelling to articulate business value and secure executive buy-in for transformation initiatives.

Established and managed growth, engagement, and trade plans for each faculty across seven college brands and 17 campuses.

Key Achievements:

• Developed growth strategies for seven brands across APAC, driving an 11% increase in local enrolments and 8% growth in China through digital-first campaigns.

• Built strong relationships with agency partners and internal teams to deliver integrated marketing programmes.

Developed brand and marketing strategies for multiple licensed agreements across Rugby League/Union, Cricket and AFL. Established and scaled a new marketing team in ANZ, launched two e-commerce stores and implemented a new brand strategy across APAC.

Key Achievements:

• Shaped brand and e-commerce strategy across APAC, launching new platforms and driving significant revenue growth.

• Managed cross-functional teams and external partners to deliver innovative campaigns for licensed sports properties.

Responsible for setting the GTM strategy for the Optus NBN, followed by the fixed line broadband, voice, and bundled entertainment products rollout nationally. Successfully delivered multi-channel campaigns, collaborating with multiple external agencies to build products and propositions across eComm, retail, and call centres.

Key Achievements:

• Market share for the NBN was below forecast at 4%. Leading a GTM strategy working with the NBN rollout backed by customer insigh