Mike Percy
Chief Marketing Officer
Experienced Marketing Expert Specialising in Customer Strategy & Digital Campaigns
Summary
Mike has over 15 years of experience in customer strategy, brand and marketing programs, and digital marketing campaigns. He has worked with tier 1 consulting firms, global brands, and small businesses, bringing broad knowledge of customer and marketing methodology, operational delivery, and stakeholder management. As the Founder of Substrate Media, Mike specialises in designing and delivering digital marketing solutions for SMEs. His key capabilities include fractional CMO, marketing automation, campaign strategy, content strategy, and digital campaign delivery. Mike has worked with companies like Macquarie Group, Shell Energy, RACQ, Allianz, QIC, Westpac, and Commonwealth Bank on various projects and engagements. He has held multiple roles including GM Marketing and Customer at Shell Energy/ERM Power, Customer Strategy Consultant at Monitor Deloitte, and Integration Director at Envest Group, among others. Mike is also qualified with a Bachelor of Accounting, Google and Meta Certifications, and a Digital Marketing Specialist certification.
Experience
Substrate Media
Founder and Lead Digital Analyst (2025 - current)
Established Substrate Media to offer digital marketing solutions and consulting services for SMEs, specialising in digital campaigns, SEO, and content creation for various industries.
Envest Group
Integration Director (Part-time) (2024 - current)
Leading corporate acquisitions integration ensuring risk management and synergy benefits realization.
Shell Energy/ERM Power
GM Marketing and Customer (2018 - 2024)
Responsibility for all corporate, electricity retailing and energy solutions marketing, customer support for the energy solution business and managing the overall customer experience when dealing with Shell Energy/ERM Power.
Monitor Deloitte
Customer Strategy Consultant (2017 - 2018)
Provided management consulting services focusing on customer strategy and experience design, working with Australian organisations like RACQ and Allianz.
Macquarie Bank
Head of Marketing, Personal Banking and Weath (2014 - 2016)
Led a team of eight and managed a marketing budget of ~$8M. Responsibilities included brand management, awareness, acquisition and retention campaigns, content marketing, product communication and collateral, and supporting sales objectives through sponsorships and events.
Macquarie Bank
Head of Marketing Services and Digital (2012 - 2014)
Led the Marketing Services teams who were responsible for delivering marketing and communication activity for the Group. The team included ~25 people in events, communication, design, and web development teams and had an operating budget of ~$10M. During this role he also led an agile program to redevelop the retail websites, with final responsibility for quality, budget and delivery. The program included ~50 people across business analysis, UX, content, front and back end development, and testing.
Macquarie Bank
Product Development and Marketing Manager, Global Investments (2010 - 2012)
Global Investments operated a $10bn alternative investment business, including agriculture, private equity and separately managed accounts. This role sat in the Strategy and Marketing Team and combined responsibilities across these functions. As Marketing Manager Mike led a team of five and managed a budget of ~$2M.
Macquarie Group
Principal Consultant, Business Improvement and Strategy (2006 - 2010)
This role sat in Macquarie’s central strategy and management consulting team. Mike provided consulting services for a number of Groups including Macquarie Capital, Macquarie Securities, Banking and Financial Services, and Macquarie Funds Group. Projects included acquisition integration, shared service centre process migration, new investment and mortgage product development and organisational design.
Qualifications
Certified Digital Marketing Specialist - Search (2025)
Digital Marketing Institute
Mini MBA Marketing (2023)
Marketing Week
Chartered Accountant (2001)
Institute of Chartered Accountants Australia
Bachelor of Accounting (1998)
University of Technology, Sydney