ANZ Bank
Agency Work: Digital Experience Director and National Head of SEO at Resolution Sydney
Wealth portfolio SEO and content strategies with cross-channel coordination
My Experience
Managed comprehensive wealth portfolio SEO and content strategies for ANZ Bank over 5 years, focusing on share investing, superannuation, and wealth management products. Coordinated cross-channel marketing activities, aligning SEO and paid media strategies to optimize budget utilization and minimize cannibalization. Built custom forecasting solutions and analytics tools to predict traffic impact and customer acquisition potential. Worked closely with ANZ's brand, marketing, and technical teams, with direct access to tech resources for implementing tags and technical fixes.
Key Achievements
- Managed wealth portfolio SEO and content strategies for 5 years, achieving consistent 25%+ year-on-year increase for key product pages
- Successfully migrated the ANZ Share Investing portal with comprehensive SEO strategy and technical implementation
- Coordinated paid media activities to minimize brand asset cannibalization while acquiring new users from underperforming generic terms
- Built smart forecasting solutions to predict SEO traffic impact on new customer acquisition from owned and earned channels
- Collaborated directly with ANZ brand, marketing, and technical teams for seamless strategy execution
- Established robust cross-channel attribution and reporting framework for ongoing optimization
Technologies Used
Adobe Analytics
AnalyticsAdvancedUsed for tracking customer journeys across digital properties
View tech detailsGoogle Tag Manager
AnalyticsAdvancedUsed for implementing tracking codes across platforms
View tech detailsInterested in working with me?
Let's discuss how I can help your brand achieve similar results with my expertise in digital marketing and technology.