Kaiya Mallaburn
Digital Marketing Manager
Hello and welcome to my digital resume.
Summary.
Data-driven, passionate, and experienced Digital Marketing Manager. I thrive on bringing results, and occasionally I don’t sleep until I get those results that your brand deserves. I truly believe marketing is the core of any successful business. I can lead a team and be hands-on doing all the technical, nitty-gritty.
Digital Marketing Manager
eShopping Group
May 2020 - Present
eShopping Group has a portfolio of ecommerce-only brands, including Dr. Pen Australia that I manage. I directly implemented digital marketing plans to drive strong growth sales. Which saw brands grow from $70k revenue per month to $220k+ in some instances.
Established and lead a team to drive the strategic direction, performance, and management of eShopping Group’s digital sales channels. Developed opportunities with companies such as Harvey Norman and Adore Beauty.
Responsible for execution of online marketing across all brands and with a few more in the pipeline as well.
Developed the FY21 digital channel business plan comprising of performance, forecast expenditure, defined KPIs, FTE, and risks.
Work closely with the Product Manager for NPD and ensuring margins are suitable for recommended promotions.
Developed an annual marketing calendar to ensure efficiency with promotion and campaign planning.
Hands-on PPC campaign management and achieved on average 7x ROAS across the brand groups. I increased the eShopping Group’s brands’ average ROAS from 4 to 7 in the first six weeks.
On-page and off-page SEO strategies that results include a 100% increase in no. KW rankings and a 25% in organic traffic for Dr. Pen.
Execute EDM (Klaviyo) and retention marketing strategy, driving sales through segmentation strategies, re-engagement, and the acquisitions of new sign-ups.
Responsible for executing the performance marketing strategy to drive traffic to a network of ecommerce websites.
Implement and drive social media strategy with limited resources, including Facebook and Instagram. With tests campaigns on Pinterest, TikTok, and Snapchat.
Provide weekly and monthly channel reporting to the Director and CEO and post-campaign analysis. Leveraging data to optimise future campaigns and improve digital advertising performance.
Digital Marketing Strategist
(Full Service Digital Marketing Agency)
December 2018 - May 2020
Managed a mixture of ecommerce and service-based clients in a fast-paced agency. Clients such as Sommer Swim (luxe swimwear brand), Live Clothing, HIF (WA’s second-largest health insurance fund), and Altius Group. I consistently overachieved KPIs and supported new business development.
Create and execute digital marketing campaigns in Google Ads, SEO, content, social media, and email channels.
Created customer journey mapping, website conversion rate optimisation tests, primary data collection, persona development, and overarching digital strategy.
Developed and optimised full-funnel social media campaigns, using influencer and UGC content to drive revenue for clients.
Solely responsible for setup and management of multiple Google Ads accounts for ecommerce clients (campaign types include Search, Shopping, Display and Dynamic remarketing).
Regularly analyse digital marketing campaign performance and optimise to continuously improve ROAS.
Reporting using Google Analytics and providing key insights and actions for the team and clients.
Conduct website and SEO audits (both on-page and off-site) and implement recommendations.
Conduct keyword and competitor analysis to uncover SEO opportunities for clients (using tools such as Ahrefs, CORA, and Page Optimiser Pro).
Plan and develop content marketing campaigns for clients in various industries.
Manage content and web pages on various platforms including Shopify.
Plan and write social media content for ecommerce clients, ensuring content is on-brand, consistent in quality and style.
Prepare marketing activity reports and metrics for measuring campaign performance.
Marketing Officer
Ramada by Wyndham Eco Beach Resort
(Multi-award-winning eco-resort - formally part of the global Wyndham group)
March 2018 - January 2019
Managed all marketing channels designed to drive bookings and MQLs. Nurture leads through the marketing funnel and onto the Sales Manager. Across local (Broome), national and international campaigns. Then I worked as a freelance for Eco Beach Resort due to seasonality (wet season).
Manage overall marketing strategy (online and offline) that was in line with Ramada procedures and policies.
Manage and report on campaign marketing budgets.
Analyse the eCommerce experience across desktop and mobile to improve conversions.
Identify promotional offers and introduce them to the site.
Responsible for implementing digital marketing campaigns and content calendar management.
Coordinate influencer marketing campaigns, review influencer profiles for brand alignment, negotiate contracts and manage campaigns including campaigns with Tourism WA and Qantas.
Daily management of social media accounts including Facebook, Instagram, and LinkedIn.
Deliver creative organic and paid social media campaigns to increase engagement, lead generation, and visibility.
Ability to plan, execute and optimise Google Ads campaigns.
Conduct market research on competitors, services, and current strategies to identify growth opportunities.
Responsible for website management including optimisation for conversion rate and SEO.
Marketing & Communications Officer
The Centre for Social Impact at The University of Western Australia
February – July 2017
This was a 6-month contract to market the Social Impact Festival. With almost 200 contributors, including leading experts and influential social changemakers discussing society’s most complex issues. The festival was a platform for individuals and organisations to discover new ways to create meaningful and sustainable change.
Develop and execute marketing and communication strategy with internal and external stakeholders
Manage digital and social media strategy including all digital assets
Draft, build and send email campaigns, manage database and post-campaign reporting
Assist with events including logistics and promotional activities
Design, create and manage collateral as required including video and photography
Content writing for marketing material and social media
Ensure brand compliance
Manage and analyse the value of marketing activities
Education.
Bachelor of Commerce (Marketing & Management) | The University of Western Australia Awarded July 2018
2018 - Google Ads Search Certification | Google Academy for Ads
2018 - HubSpot Content Marketing Certification | HubSpot Academy
2018 - Email Marketing Certification | Hubspot Academy
2018 - Google Analytics Individual Qualification | Google Academy for Ads
2017 - ADMA SEM Essentials Course | Association for Data-Driven Marketing & Advertising.
Skills.
Ability to work under pressure in a fast-paced environment and meet deadlines
Strong organisational skills complemented by great attention to detail
Strong digital campaign management experience
Proven experience with Google Analytics, Data Studio, Google Tag Manager, and Google Ads
High-level interpersonal, written, and oral communication skills
Ability to drive revenue through EDM using Klaviyo
Experience with Shopify, Magento, Wordpress, and Enterprise-level CMS.