Kristi Barrow

Marketing Professional with extensive experience in online marketing: search engine marketing (SEM), email CRM, affiliate marketing, strategic partnerships and online display advertising across the Asia Pacific region. Strong brand builder with ROI focus and superior analytical and financial skills.

Associate Director, Online | Macquarie Bank: 2010 – Current

Responsible for developing and driving the online marketing strategy for Macquarie’s direct to consumer business.

Digital Marketing Consultant: 2008 – 2010

Consulting through Krustyfries to various companies; specific projects include:

• Designed, developed and managed the website for an Engineering firm, with a focus on SEO and growing organic traffic. Increased organic traffic 54% in Year 2 to comprise ~ 55% of overall traffic.
• Developed monetisation strategy for the digital assets of a travel company comprising display advertising, sponsorship and email.
• Designed, developed and implemented the new non-for-profit community website for the Estonians in Australia,  using the CMS WordPress. Currently handle both editorial and media sales.
• Site design and development of an award winning Australian Blues band’s website. Including implementing a simple cost effective e-commerce solution to sell the bands extensive back catalogue and tour merchandise.
• Developed and executed email marketing strategy for global Venture Capital firm.

Consultant at Kineo as Head of Search, Data & Analytics Strategy

• Consulting to clients on utilizing the power of web analytics, measurement and accountability to meet their business goals
• Develop digital strategy for clients utilising online channels: search engine marketing (SEM), search engine optimization (SEO), web analytics, display advertising, social media and affiliates

Marketing Director, Australia & New Zealand | Expedia Inc: 2006-2008

• Overall responsibility for P&L and multi-million dollar marketing budget for Expedia.com.au and Expedia.co.nz
• Exceeded sales targets by 38%, profit targets by 51% and increased marketing efficiency by 18% in 2007
• Managed successful multi-million dollar SEM campaign. Incorporating global Expedia best practices to exceed sales targets by 25%, whilst maintaining efficiency in 2007
• Managed successful Online display advertising campaign to challenging ROI targets. Resulting in increased budgets in 2007 of 100% and in 2008 of 150%
• Negotiated Expedia’s first partnership deal in Australia with Ninemsn in 2007, followed by Yahoo! In 2008
• Successfully initiated and implemented Expedia’s first sports sponsorship deal with the Sydney Swans Football club
• Initiated and implemented numerous joint promotions leveraging the partners marketing strengths, e.g. Disney, Virgin Atlantic
• Developed marketing launch strategies for Expedia in Japan, India and New Zealand.

MBA Student| Australian Graduate School of Managment: 2005-2006

• Exchange at Kellogg School of Management
• Marketing Club, Wine Club, Wombats Touch Football

Product Manager, Dial-up Internet | SingTel Optus: 2004-2005

• P&L responsibility of the $100m+ Residential Dial-up product
• Reinvigorated the PrePaid Product to exceed budget by 10% and increase overall subscribers by 2% in a declining market
• Implemented a cross-product upselling initiative exceeding revenue target by 200%
• Developed and launched online-only campaign achieving sales of 278% of forecast

Product Manager, Managed IPVPN| SingTel Optus: 2004-2004

• Product managed initial investigation and development of Small Business VoIP product
• Drove reduction in cost by focusing on simplifying product processes
• Optus Business Product Division “Make it Happen” Award, 2004

Product Analyst / Senior Product Analyst| SingTel Optus: 2001-2003

• Financial and product performance analysis across the entire Optus Business Portfolio with detailed cost reduction analysis
• Optus Business FY0203 “Hero” Award, 2003 | Optus Business “Delivering the Vision” Award, 2002