humm Group
Direct Role:
Led global digital optimisation across SEO, CRO, and analytics for humm's buy-now-pay-later platform and consumer finance products
My Experience
Led digital optimization initiatives for humm Group, a multinational BNPL fintech company, establishing experimentation programs and conversion rate optimization frameworks across Australia (shophumm.com.au, humm90.com.au), New Zealand, UK, and Canadian markets to improve customer acquisition and retention.
Key Achievements
- Increased application completion rates by 35% through systematic funnel optimization
- Improved customer onboarding conversion by 43% through redesigned verification flows
- Reduced customer acquisition costs by 28% through optimization of high-friction touchpoints
- Implemented global analytics framework that standardized reporting across all markets
- Created experimentation roadmap that delivered over $8M in incremental revenue
- Established optimization team structure and operating model for sustained performance
Interested in working with me?
Let's discuss how I can help your brand achieve similar results with my expertise in digital marketing and technology.