Kyah Burke

Experience

• 

  McDonald's

  Apr 2013 - Dec 2016

  Crew Trainer
• 

  Gold Group Consulting

  Oct 2016 - Dec 2017

  Financial Planning Assistant
• 

  Telstra

  Jan 2018 - Mar 2021

  Began my role with a focus on improving digital experience for customer sub-segments and moved to leading personalisation for the fixed portfolio. - Identifying audiences and understanding customer goals in order to present personalised campaigns to provide frictionless experiences and improve conversion. - Creating and building targeted campaigns through Bitbucket and Adobe Target, across various Digital assets including the app and website. - Identifying optimisation opportunities for campaigns and audiences based on data driven insights gained through Adobe Analytics, Adobe Audience Manager and Clicktale/Content Square. Utilising these learnings to improve and iterate copy, design, placement and audience targeting.- Leading the digital ideation and implementation of Telstra's first student offer. This included the online validation process, which encouraged digital adoption and uplifted sales of the under-indexed segment.- Launching digital "hubs", including Apple and Samsung, in order to streamline customer journeys, increase cross-sell, improve SEO results and uplift explore-to-order conversion. - Facilitating Scrum framework including sprint planning, backlog grooming, daily scrums, sprint reviews and sprint retrospectives. Show less Gained experience across 4 vastly different areas within the business during the Graduate Program.1. Mobile Media Go-to-Market: Telstra Media (Jan - June 2018)Leading the GTM launch of the My Football Live App, including roadmap creation, website updates, updating the sports proposition and working across social, digital and PR to ensure a smooth launch.2. NBN Assurance: Customer Experience (June - Nov 2018) Creating customer journey maps and storyboards based on Medallia data extracts, in order to identify pain points, root causes and opportunities.Utilising back-of-house process documents to create an E2E process map for Internet Assurance, in order to identify pain points, root causes and opportunities3. Fixed Always On & Optimisation: Telstra Digital (Nov 2018 - March 2019)Performing quantitative data analysis to inform optimisation opportunities across Internet and Broadband journeys on the website, based on Adobe Analytics and landed sales data.Leading a Machine Learning experiment to test different "Why Telstra" sales messages and conversion impact. 4. Mobile Pay Monthly Offer Development: Consumer Segment (March - June 2019)Driving online-only offers to hit Digital channel share targets, including GTM planning and execution. Show less

  • Digital Optimisation and Personalisation Specialist

    Jun 2019 - Mar 2021

  • Consumer & Small Business Graduate

    Jan 2018 - Jun 2019
• 

  Origin Energy

  Mar 2021 - May 2022

  Conversion Optimisation Specialist

  Owning, creating and executing on AB testing and optimisation roadmap across all Digital products and services (energy, internet, solar, My Account).Identifying friction points through qualitative and quantitative analysis, including survey data, call listening, analytics and UX research.Leading SEO strategy, as well as identifying technical and content opportunities to improve organic search performance across the site. Crafting hypotheses and working with designers, developers and POs to create solutions to customer problems and configure experiments.Performing post-test analysis on AB tests and personalisation experiments. Working with stakeholders to implement successful experiments. Celebrating and embedding AB test learnings across the business to drive measurable change. Show less

• 

  St Christopher's Inns

  Jun 2022 - Sept 2024

  Supervisor

  Managed front desk operations, greeting guests, handling inquiries, and coordinating administrative tasks to create a welcoming and efficient experience.Resolved complex issues related to guest accounts, content management systems (CMS), payments, and accommodation, improving overall guest satisfaction.Conducted in-depth analysis of customer feedback, identifying pain points and opportunities for improvement. This led to enhanced guest experiences and improved ratings on Online Travel Agencies (OTAs) such as Booking.com, Hostelworld.Supervised a team of 10 staff members, streamlining operations and improving productivity through effective task delegation and time management.Fostered a positive and inclusive environment for both staff and guests, enhancing the hostel's community culture. Show less

• 

  Nu3

  Oct 2022 - Oct 2023

  Conversion Optimisation Manager

  Developing a comprehensive CRO program encompassing the creation of a knowledge base, full-page and flow analysis, idea generation, mockups, A/B test setup and execution, performance analysis (using Bayesian and Z-test methods), troubleshooting, and implementation.Collaborating with SEO and marketing teams to implement page optimisations based on in-depth analysis (heuristic, Google Analytics, heatmaps), aimed at improving CVR on target blog pages.Analysing and implementing a new AB testing + Personalisation tool Show less

• 

  Patronus Group

  Mar 2025 - now

  Conversion Rate Optimisation Manager