Michael Roach

Head of Marketing Communications (Acting) — Dec 2024 – Feb 2025; Aug 2025 – Oct 2025

Senior Manager, Marketing Digital — Jan 2023 – Oct 2025 (Remote)

- Led brand and digital strategy in partnership with executive leadership, aligning marketing ROI with business goals

- Increased web enquiries by 3.7x and boosted campaign conversion rates by 24%

- Reduced cost-per-lead by up to 96% across flagship campaigns

- Delivered omni-channel campaigns across digital, social, and direct channels

- Introduced AI workflows improving creative output and campaign agility

- Managed agency partnerships and specialist contractors for high-impact delivery

Strengthened agricultural brand presence across regional markets

Built customer journey frameworks increasing product engagement by 160%

Localised content for Australian audiences with 28% CTR lift

Introduced live chat to support high-value product sales

Tools used: Looker Studio, GA, Mailchimp, HubSpot, WordPress, Buffer, Unbounce

Driving establishment of marketing department and digital for agricultural group; duties include developing database systems, establishing and maintaining communication with stakeholders within the business and external parties such as John Deere AUNZ.

Oversees social media management, digital media production, enterprise web content management, social/display creative (Canva/Indesign), newsletter (MailChimp) and SMS , online development with strong CX/UX principles and practices.

Creates and implements digital marketing budgets, events and content calendars and campaigns resulting in 13% lift in market-share.

Executes optimal-benefit projects including social, podcast, virtual/livestream event delivery, audio, video and organisational tools (collaboration).

Develops and refines digital customer touchpoints, lead funnels and squeeze/landing page optimisation and sales journeys, facilitiates integration and training with sales team.

Delivered facilitation, coaching, assessment and program evaluation to vocational training organisation.

Managed proposal and build of online learning platform build and management of digital marketing channels.

Authored digital stakeholder dashboards for business unit analysis using Google Data Studio.

Led team of marketing officers nationwide to coordinate positioning and franchisee brand development and membership/loyalty programs for Crust Pizza, Moto Morini and SME.

Working with avg. of 5 clients weekly, identifying and analysing their goals, developing digital marketing strategies and solutions based on their objectives.

Key point of contact for creation of statements of work, project plans, cost estimates, project briefs, and functional specifications for small business marketing.

Frontline responsibility for driving online enquiry growth and increasing awareness through brand building.

Implemented app-builder platform and capability for franchise groups.

Collaborated with stakeholder groups to develop innovative and interesting creative, social, eDM and events for the arts sector across Europe.

Published speaker and author: World Culturelink Conference (Zagreb (2010) and Spain (2009)) on adoption of digital technologies for the arts.