Matthew O'Toole

Experience

• 

  Beechworth Bakery

  May 2005 - Feb 2012

  Baker, Decorator and Shop Assistant

  I worked in our family business in a number of roles ranging from front of house duties (sales, customer service) to bake house production.

• 

  Self-Employed

  Jan 2009 - Jan 2010

  IT Contractor

  In 2009 during a gap year, I registered an IT contractor business to utilise my IT and multi-media skills. I provided to my clients a range of services including:- Consultation- Repairs- Sales- Support

• 

  Ritchies IGA

  Feb 2009 - Mar 2010

  Liquor Attendant
• 

  Deakin University

  Feb 2011 - Oct 2012

  Residential Assistant (RA)

  Deakin College Student Residences RA

• 

  ABC News

  Aug 2012 - Aug 2012

  Intern Journalist

  2 Week Internship at ABC Radio/TV news in Melbourne.- Worked on the general news desk for Radio producing news copy for broadcast. Assisted in television news broadcast production.- Worked also on the sports desk to produce radio copy to cover various Victorian sporting events.

• 

  The Standard

  Jan 2013 - Jan 2013

  Intern Journalist

  3 Week Internship at The Standard Newspaper, part of the Fairfax Regional Media group. - Worked mainly on the general news desk producing hard and soft news pieces. Centered around researching news leads, interviewing subjects and producing news copy. - Worked also on the special publications desk to produce pieces for the Autumn edition of South West Tourist news publication.

• 

  Cool Australia Limited

  Jul 2013 - Nov 2019

  - Overall management of the Digital, Data and IT departments and staff, reporting to the CEO and board of directors - Responsible for the management of a database of 110,000+ users- Development of reporting dashboards to track key website and program performance indicators- Construction of monthly updates and targeted EDMs to our database segmented by demographic and behavioural data in marketing automation and business intelligence software- Website CRM management for all Cool Australia websites- Website SEO - Created and managed the company's paid CPC campaigns- Webinar and online professional development facilitation - Website development - Project manage all website development projects. Constantly striving to increase the form and function of all Cool Australia websites while increasing website traffic and user conversions- Website A/B testing- Management of organisations IT requirments- Monthly analysis and reporting of user trends, campaigns and website performance- Analysed business developments and monitored market trends Show less - Reporting for partners on campaign performance- Creation and management of the organisations Digital strategy - Devised email strategies, including segmenting strategies, welcome email auto responders and content drip campaigns - Develop strategies to increase user registrations and interaction with partner campaigns - Maximised strategic approaches by keeping close eye on performance and making appropriate adjustments - Project managed the development of a Learning Management System for online professional development for teachers- Analysed third-party data and investigated new growth opportunities - Developed and enacted strategies to increase registrations from 3500 users in 2013 to 110,000+ in 2019 resulting in teachers in 87% of Australian schools using our websites- Same duties as previous role besides management of social media networks Show less - Designed and executed communication and engagement campaigns to increase registrations by 185% in first six months in the role- Wrote copy for email campaigns, website posts, industry articles and partner updates- Managed all communications for a national week long campaign run in hundreds of Australian schools- Lead the scoping, negotiation, integration and deployment of the marketing automation service Marketo- Developed and implemented campaigns for email, online advertising, search engines and direct mail- Management of the organisations social media channels - Oversaw professional social media messaging through content development, follower engagement, social listening, trend analysis and by leveraging competitor research- Analysed and reported social media and online marketing campaign results- Worked with internal teams and partners to produce monthly and targeted communication campaigns- Performed regular reviews of all websites, identifying errors, duplicate content, scraping, broken links and arranging corrective measures Show less

  • Head of Digital, Data and IT

    Jan 2017 - Nov 2019

  • Digital and Communications Manager

    Jan 2015 - Jan 2017

  • Digital and Social Media Manager

    Jul 2013 - Jan 2015
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  Marcus Oldham College

  Nov 2019 - now

  • Marketing and Communications Coordinator

    Oct 2022 - now

  • Marketing and Communications Officer

    Nov 2019 - Oct 2022