ALEX Castle Hill NSW, 2154

0466 098 953

[email protected]

SERRANO

PROFESSIONAL SUMMARY
I am currently a Performance Manager at Alley, in which I am looking to utilise and expand my current skill set in a role
that will allow me to leverage critical thinking, strategy and commercial acumen to drive strong results for clients and
our business.
I am a result driven and collaborative sales/digital marketing professional with a passion for e-commerce and
performance marketing. I have a passion for analysing business performance, developing ideas, and looking for the most
efficient and effective way to deliver successful outcomes. I strive in a dynamic cross-functional team in a fast-paced
environment, which will enable me to be continually challenged to reach my full potential.

EDUCATION
Statement of Attainment in Complex Word Processing & Spreadsheets | TAFE NSW
COMPLETED - JUNE 2020

Bachelor of Commerce, Major in Marketing | Macquarie University

JANUARY 2015 – JUNE 2018
Throughout my studies at university, I have regularly been exposed to marketing, sales, and management-based
subjects, which has grown my passion for a career in sales and marketing. Most notably, I have been able to adopt
multidisciplinary behaviours including working to deadlines, working with people from diverse cultures to meet a
common goal and the ability to plan, prioritise and delegate.
• Consumer Behaviour • Customer Relationship Management
• International/Global Marketing • Social Marketing and Sustainability
• Sales Management • Marketing Metrics
• Marketing Strategy • Brand Management
• Marketing Project • Marketing Management
• E-Marketing • Becoming a Professional

High School Certificate | Oakhill College

2009 – 2014

PERSONAL ATTRIBUTES
I am a highly organised individual, with a strong attention to detail and excel in a ‘lead by example’ attitude.
Personal Qualities: Hardworking, analytical, reliable, self-motivated, problem solver, team player, willing and able to
work individually or in a group, able to work under pressure, effective communicator, and continuous learner.
Proficient in MS Office (Word, PowerPoint Presentation, Excel) Using a combination of these programs to report,
present, graph, organise and express findings in various forms according to situations.

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CERTIFICATIONS
• Amazon Advertising Foundations/Sponsored Ads/DSP Certification
• Google Search/Shopping Ad Certifications
• Skai – Retail Media, Amazon Advertising Certified
• Google Search/Shopping Ad Certifications
• Australian Marketing Institute Member 2022
• Ethan Donati – Million Dollar Funnels
• Introductory Course to Aztec – Sales Analytics Tool (IRI Temple)
• Introductory Course to Quantium – Analytics Tool (Woolworths Based Insights)
• Customer Centric Selling (CCA-Sales Course)
• Advanced Sales Commercial Acumen V2 (CCA-Sales Course)

EXPERIENCE
Performance Manger | Alley
JANUARY 2021 - CURRENT
Company Description: Alley is a digital performance marketing agency powering in-house marketing teams
to deliver unrivalled growth online and in-store. Alley’s mantra stipulates “When you spend money on
marketing, you should make money on marketing” which is portrayed strongly with a result’s and ROAS
focused approach to all strategy.

Responsibilities:
• Project management: interpreting client’s goals and pain points, understanding brand guidelines and strategic
initiatives, setting and communicating expectations, scheduling and organising resources, managing deliverables
and meeting deadlines
• Creation and execution of digital marketing strategies and media plans across multiple platforms including but not
limited to, Facebook/Instagram, Pinterest, YouTube, Google Search/Shopping, Tik Tok, Snapchat and LinkedIn with
full ownership and accountability on results against the client’s KPI’s and more importantly their overall business.
• Managing a team of Marketing specialists to deliver to achieve client KPIs
• Analysis of web and campaign analytics to undercover key learnings and insights to construct actionable
performance recommendations
• Reporting: including maintaining and forecasting of monthly budgets, and reviewing reports and analysis with
clients
• Staying current with best practices, strategies, legislation and industry standards related to online marketing,
analytical & eCommerce tactics
• Responsible for maximising client retention and growth
• Regularly interacting with publishers/reps to ensure sound clarity of the latest information about their platforms.
• Building reporting dashboards and presentations through programs such as Nugit, Google Data Studio, Microsoft
Excel, and Microsoft PowerPoint.

Achievements:
• Quickly understanding the theory behind each of the platforms and creating a strategy to best leverage
performance enabling us to far exceed benchmarks.
• Planning of an end-to-end marketing strategy through various channels to deliver a strong ROAS for our clients.
• Using audience testing to discover new ways to laser target the latest prospects relevant to our clients’ brands.
• Constructing a test and learn framework to gain data and insights to leverage both performance and guide future
test and learns.
• Executing an overall in the way our business interacts with clients including media plans, client briefing templates
and processes, internal communication centralisation and clear goal setting and deliverable boards.
• Coaching and leading my client pod of specialists and coordinators to drive successful outcomes for our client, our
business and most importantly for their own professional and personal development.

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eCommerce Associate Manager | Wavemaker Global
JULY 2021 – JANUARY 2022
Company Description: Wavemaker is a global media agency that positions itself as a global leader in driving
innovation through provocative planning. With world-class precision capabilities in every area of their
business, from planning and activation to their integrated practices such as ecommerce and content –
provoking growth for many of the world’s leading brands and businesses.

Responsibilities:
• Execution of digital marketing strategy across eRetail platforms including Amazon and Citrus Ads (Coles,
Woolworths & The Iconic) to maximise performance and exceed client KPI’s.
• Engagement of key stakeholder’s both internally and externally to Wavemaker.
• Managing the day-to-day client interactions from reporting and execution, through to client presentations and
pitches for new business.
• Construct the eCommerce strategy/framework combining multiple platforms and defining relevant KPI’s for each.
• Build, consult and execute media plans in the best interest of the clients to grow their business.
• Regularly interacting with publishers/reps to ensure sound clarity of the latest information about their platforms.
• Analysis of data to find insights and trends to maximise performance.
• Building reporting dashboards and presentations through programs such as Google Data Studio, Microsoft Excel,
and Microsoft PowerPoint.

Achievements:
• Quickly understanding the theory behind each of the platforms and creating a strategy to best leverage
performance enabling us to far exceed benchmarks.
• Planning of an end-to-end marketing strategy through various channels to deliver a strong ROAS for our clients.
• Using audience testing to discover new ways to laser target the latest prospects relevant to our clients’ brands.
• Test and learns to gain data and insights to leverage both performance and future test and learns.
• Working in collaboration with our local Group M and global Wavemaker eCommerce colleagues to drive
innovation and learnings from other markets.

Director & Operator | Serrano Global Enterprises Pty. Ltd.

FEBRUARY 2020 – CURRENT
Company Description: Serrano Global Enterprises Pty Ltd is an e-commerce start-up company founded in
February of 2020. The company has leveraged multiple digital platforms as a vehicle for growth within the
e-commerce space and continues to drive innovation to build profitable brands.

Responsibilities:
• Management of digital marketing strategy, looking after paid social, search, basic SEO, and email flows.
• Building and management of Shopify store and to ensure sound CRO.
• Engagement of customers to ensure Customer Lifetime Value and enhance the customer experience.
• Management of online influencers to engage and build social awareness through influencer marketing campaigns.
• Develop and manage supply chain budgeting through forecasting to ensure sufficient inventory for growth.
• Cold calling potential prospects to acquire wholesale clients within a larger business.
• Managing finances and completing bookkeeping activities.

Achievements:
• Built and developed a brand from the ground up that is on track for over $350k revenue in the first 12 months
• Creation of an end-to-end marketing campaign through various channels to deliver a strong ROAS for the
business.
• Using Google Analytics paired with Google Ads and Facebook Business Manager to draw out insights from
customers to better understand how to laser target potential prospects.
• Creation of Klaviyo email flows to ensure sound automation through multiple email flows.
• Working in collaboration with multiple external stakeholders such as international suppliers, local freight
companies, graphic designers, and free-lance contractors to drive business objectives.

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Business Development Executive (Retail) | Coca-Cola Amatil
FEBRUARY 2019 – OCTOBER 2020
Company Description: CCA is one of the largest bottlers of ready-to-drink beverages in the Asia-Pacific
region, with over one hundred years of history in Australia. We are proud to locally manufacture and
distribute our unrivalled portfolio of non-alcoholic and alcoholic beverages.

Responsibilities:
• Managing the relationship between Corporate/Independent Grocery customers and CCA.
• Management of over $15M in retail sales in Sydney’s CBD and surrounding suburbs.
• Lead, coach and develop 2x full time merchandisers to drive their personal development and success for the
Amatil business.
• Collaborate with account teams and the broader business to progressively grow CCA sales.
• Working autonomously and efficiently to ensure execution of promotional plans with customers, with adherence
to agreed deliverables.

Achievements:
• Achieved retail sales growth of over $520,000 over a 13-month period in two different territories.
o North-West Sydney: +$267.54k Growth (7-month period)
o Sydney CBD: +$256.49k Growth (6-month period)
• Conducted customer specific reviews, analysing category performance, and identifying opportunities to
progressively grow the CCA business through negotiation of incremental equipment, planograms and over and
above in-store activations. This was done at Woolworths Town Hall (#1 Trading CCA Cold Drink customer), Coles
Broadway (Coles’ #1 trading store) and Coles World Square (#1 Coles Cold Drink Store).
• Creation of sales tools and trade presenters which are being used around the country by CCA’s field team to
support the business strategy and account initiatives.
• Creation of a KPI trackers in Microsoft Excel to display live dashboard and monitor performance against targets
across our direct team members.
• Working in collaboration with multiple departments of the CCA business to reach a common goal.
• Engaging with external stakeholders from CCA to draw insights from raw data to create business cases and
proposals with customers.

REFEREES
• Available Upon Request

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