Richard Joe
Digital Marketing Strategist
Experienced Conversion Rate Optimisation Specialist driving measurable uplifts in digital performance.
About Richard
Richard Joe is a commercially focused Conversion Rate Optimisation specialist with over 5 years of experience in driving digital growth and improving conversion performance across various industries. He has led CRO and digital optimisation activities for major D2C eCommerce clients, financial services, healthcare, and lead-generation environments. Richard excels in CRO testing, website optimization, funnel analysis, A/B testing, eCommerce conversion optimization, programmatic SEO, and customer journey improvement. He has a proven track record of connecting data to commercial outcomes, driving measurable uplifts in acquisition, website, and eCommerce journeys.
Experience
Cheil Australia
Conversion Rate Optimisation Manager (2025 – 2025)
Led CRO and digital optimisation activities for regulated financial services acquisition journeys, contributing to a 200% uplift in new account-opening conversion. Supported programmatic SEO strategy and implementation, resulting in a 17% increase in organic traffic. Collaborated with UX designers, developers, and client stakeholders to deliver data-led optimisation initiatives.
MyState Bank
Conversion Rate Optimisation Specialist (2022 – 2025)
Optimized conversion performance across lead-generation funnels using VWO, analytics, and landing page testing. Analyzed website behavior, developed testable hypotheses, and launched paid social campaigns to improve lead-generation performance. Improved organic acquisition with programmatic SEO strategies.
Solar Choice
Digital Marketing Manager (2020 – 2022)
Implemented SEO initiatives using SEMrush, coordinated outsourced copywriters for content development, and reported campaign, SEO, and CRO performance metrics. Led website redesign projects to enhance brand perception and conversion performance. Translated complex information into customer-friendly content to boost trust and decision confidence.
The BMI Clinic
Digital Marketing Manager (2019 – 2020)
Managed digital marketing, SEO, PPC, CRO, landing pages, and marketing automation for healthcare lead-generation funnels. Optimized PPC landing pages, supported Pardot drip campaigns, and reported performance metrics to management to increase lead-generation outcomes.
Real Estate Institute of New South Wales [REINSW]
Digital Marketing Specialist (2018 – 2019)
Managed Facebook PPC, Google Ads, SEO, landing pages, and CRO to support lead generation. Analyzed campaign and landing page performance, worked with external providers across SEO and paid media, and aligned digital metrics with sales KPIs.
Codeclouds IT Solutions Pvt. Ltd
Web Developer (2017 – 2018)
Maintained and developed websites across WordPress, Shopify, and custom CMS environments. Implemented client website changes using HTML, CSS, JavaScript, PHP, and MySQL. Built technical fluency to collaborate effectively with developers, agencies, and technical stakeholders.
ITC Management Group
Digital Marketing Manager (2013 – 2016)
Planned and managed digital marketing campaigns across SEO/SEM, email, social media, display, and web. Oversaw outsourced teams to deliver digital projects, set up analytics tools, ran split tests, and supported lead-generation initiatives across multiple digital channels.
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