Overview
As the in‑region field marketing lead for Optimizely ANZ, I owned the full end‑to‑end field marketing engine — GTM strategy, ABM, demand programs, flagship events, partner activation, and customer advocacy. I partnered daily with Sales, Global Marketing, SDR, Customer Success, Product, and APJ leadership to deliver measurable growth and regional impact.
Flagship Ownership — Optimizely Digital Summit (Nov 2024, W Sydney)
I delivered the Optimizely Digital Summit as a fully hosted, stand‑alone flagship created specifically for the ANZ region.
This was the largest field marketing moment for ANZ in 2024 and acted as the regional hero event for:
- Brand expansion
- Demand generation
- Partner monetisation
- Customer advocacy
- Category leadership
Executed in‑house under complete strategic, creative, operational, and commercial ownership, the Summit became a critical regional GTM moment.
Strategic Significance
- Established ANZ’s hero DXP event, independent of Opticon but globally aligned.
- Delivered ICP‑ and persona‑led content across Marketing, Digital, eCommerce, and IT.
- Served as the regional launch platform for Optimizely SaaS CMS with live demos and follow‑up workshops.
- Drove multi‑threaded engagement across customers, prospects, partners, and media.
Program Highlights
- Enterprise Keynote: Qantas
- eCommerce Fireside Chat: THE ICONIC
- Customer Advocacy Panel: MarTech Mavericks (Women in MarTech)
- Partner Arena: Turnkey sponsor activation pods + ANZ Customer Awards
- Brand Moment: Optimizely 30th Anniversary at Zephyr Skybar
Event GTM, Content & Speaker Ownership
I owned the full event GTM including audience strategy, Salesforce acquisition programs, narrative development, run‑of‑show, and customer speaker coordination.
Key responsibilities included:
- Audience targeting (ABM tiering, VIP prioritisation, lock lists, approval paths)
- Keynotes, breakouts, panels, partner sessions
- Customer speaker program design and briefings
- Email sequences, demand workflows, nurture journeys
- Pre‑/post‑event SDR cadences and enablement kits
- Social amplification and executive comms
- Production, staging, AV, onsite, and day‑of leadership
Field Marketing Engine — ANZ
Beyond the Summit, I led the entire ANZ field marketing engine:
- 20+ programs in 9 months (exec roundtables, workshops, conferences, trade shows)
- Partner co‑marketing and joint campaigns
- Sales/SDR enablement and account plan support
- Customer advocacy via MarTech Mavericks (Women in MarTech)
- Salesforce + Marketo reporting for attribution and velocity
I ensured each motion aligned to global strategic priorities across content, commerce, experimentation, and enterprise DXP.
Channel, Partners, and Ecosystem Activation
I designed and delivered full‑service partner activation pods, sponsorship packages, breakout programming, awards, and co‑marketing motions.
These elevated partner experience and monetisation, offsetting 42% of event costs and strengthening ecosystem engagement.
Commercial & Operational Ownership
I held full end‑to‑end responsibility for budgeting, procurement, negotiations, supplier management, RFPs, SOW approval, contracting, and financial processing.
This improved cost control, vendor performance, and brand consistency across all ANZ field motions.
Results
— 200% YoY audience growth — 300+ registrations for the flagship Digital Summit.
— 500+ marketing‑influenced leads generated from one hero event.
— 42% cost offset via partner sponsorships, upgrading partner experience and monetisation.
— Successful ANZ launch of Optimizely SaaS CMS, with demos, workshops, and repackaged content fueling nurture streams.
— Faster SDR follow‑up + attribution visibility through Salesforce + Marketo reporting and governed data hygiene.
— Improved cost efficiency and brand control through in‑house strategy, creative, and production.
— Strengthened Optimizely’s DXP category leadership in ANZ, aligned with global positioning.
