Michelle Rappaport

Independent senior marketing consultancy providing fractional CMO and strategic advisory services to financial services, fintech, insurance, B2B SaaS and consumer organisations.

Key areas of engagement include:

Organisational mission, vision and go-to-market strategy

Brand positioning and proposition development

Customer acquisition and growth

CRM, lifecycle and retention programs

Digital experience and marketing automation

Marketing operating model design

Experienced across both B2C and B2B environments.

Working with a select number of clients on hands-on strategic leadership and capability building, as well as longer-term fractional CMO arrangements.

Also available for full-time senior marketing leadership roles.

OFX is an ASX-listed international payments and foreign exchange platform with approximately $240 million annual revenue, facilitating global transfers across 50+ currencies in over 170 countries.

Key achievements:

Led annual marketing strategy development aligned to business, customer and market priorities.

Senior Leadership Team member reporting to the CMO, with matrix accountability across brand, CRM, digital and product teams.

Developed annual strategy and quarterly planning cycles, translating commercial objectives into measurable marketing programs.

Managed significant media and promotional budgets, reducing customer acquisition costs while increasing engagement.

Delivered customer acquisition results above target and grew new-customer revenue.

Established 6sense Account-Based Marketing capability and co-developed the B2B go-to-market launch strategy.

Launched a new platform and proposition in Australia, creating the go-to-market playbook from the ground up.

Contributed to OFX winning APAC Region of the Year in 2025.

Partnered with Product, Brand and Digital teams to improve website performance, content strategy and conversion.

Relaunched PR strategy, securing consistent tier-one financial media coverage.

Lead consultant delivering marketing strategy, martech and Agile/Lean transformation projects.

Clients included:

Dan Murphy's

BWS

Bupa Health Insurance

Cashrewards

Key engagements:

Reengineered Bupa's end-to-end marketing operating model, improving visibility, throughput and team velocity.

Redesigned marketing work processes at Cashrewards to improve speed, accuracy and engagement.

Developed loyalty martech recommendations for Dan Murphy's customer engagement roadmap.

Advised senior stakeholders on operating models, technology priorities and Agile/Lean transformation.

Reported to the Chief Officer, Business Growth.

Key achievements:

Led a team of 10 senior marketers with responsibility for a multimillion-dollar annual budget.

Managed retention, cross-sell, upsell, lifecycle, loyalty and member communications across multiple insurance products.

Led Salesforce Marketing Cloud implementation and automated omnichannel journey development.

Successfully navigated Government Private Health Insurance reforms while achieving retention above target.

Reduced churn and increased cross-sell revenue through propensity modelling and lifecycle programs.

Introduced customer satisfaction and behavioural science insights into communications.

Increased awareness and usage of the HCF Thank You loyalty program.

Strengthened Agile ways of working and contributed to senior leadership reporting.

Executive leadership role reporting to the CEO with Board responsibilities.

Key responsibilities:

Owned marketing, customer experience, insights, data and customer service functions.

Developed and delivered three-year marketing and CX strategy.

Led a team of 20+ employees, agency partners and freelancers.

Managed membership revenue performance across acquisition, retention, cross-sell and upsell.

Delivered consistent revenue growth above target.

Led brand refresh and all digital marketing activities.

Introduced NPS, VOC and cross-channel reporting frameworks.

Established a private online customer insights community.

Sponsored Oracle Data Warehouse, Salesforce Marketing Cloud and Tableau implementations.

Embedded Agile delivery practices across marketing teams.

Led data-driven marketing, CRM and lifecycle communications across Australia and New Zealand.

Owned lifecycle strategy covering acquisition, retention, cross-sell, advocacy and win-back.

Led test-and-learn programs across email, SMS, outbound calling and direct mail.

Improved marketing ROI and generated significant cost savings.

Implemented a successful digital referral program that became a major acquisition channel.

Dedicated strategy lead for Verizon Communications.

Key responsibilities:

Developed acquisition, onboarding, cross-sell, upsell, retention and loyalty strategies.

Built customer segmentation and messaging frameworks.

Worked closely with digital, brand, media and multicultural agencies to ensure strategic alignment.

Developed growth initiatives across consumer and small business segments.

Developed recommendations to improve response rates and marketing ROI.

Led campaign decisioning and customer rule development within IBM/Unica platforms.

Drove customer growth and retention initiatives across direct mail, SMS, outbound telemarketing and lead channels.

Delivered insights and recommendations supporting long-term marketing planning.

Led lifecycle, retention, cross-sell and customer value segmentation initiatives.

Created campaigns delivering substantial incremental revenue.

Improved renewals and marketing ROI through enhanced targeting and decisioning.

Implemented customer value segmentation and automated campaign decisioning frameworks.

Led customer retention and upgrade programs that reduced churn and maintained profitability.

Developed personalised customer communications across MMS, SMS, direct mail and telemarketing channels.