Cass Evans

Experience

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  NELSON IRRIGATION CORPORATION

  Sept 2008 - Jul 2009

  Marketing Coordinator

  Responsible for coordinating all B2B and B2C marketing initiatives under the Marketing Director, including development of monthly eDM, website redevelopment and management, organising trade events and managing company literature. Nelson Australia is a subsidiary of Nelson Irrigation Corporation in the USA, who supply resellers across Australia with irrigation equipment.

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  LANDSCAPE QUEENSLAND IND INC

  Jul 2009 - Jun 2010

  Business Development & Marketing Officer

  Responsible for driving membership and industry development initiatives (including sponsorship) through online and traditional marketing channels, events and one-on-one consultations with current and potential members. Landscape Queensland Ind. Inc. is a not-for-profit association, servicing the landscaping & horticulture industries.

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  OPTION AUDIO

  Jun 2010 - Oct 2011

  Marketing & Events Coordinator

  Responsible for managing all B2B and B2C marketing inititives for the business, as well as organising events and graphic design of corporate literature and advertisements. Option Audio are a manufacturer of audio and AV products, with over 200 resellers nationally.

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  Sunsuper

  Jan 2012 - May 2014

  Direct Marketing Specialist

  Responsible for managing direct engagement campaigns through from concept to completion - including pre and post analysis, data selection and stakeholder management.

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  Budget Direct

  May 2014 - Aug 2016

  Existing Customer Marketing Manager

  Responsible for delivering data-driven and multi-channel marketing campaigns to existing Budget Direct customers, with a focus on the cross-sell of insurance products and retention of customers. Budget Direct Insurance is one of Australia's leading general insurance providers.Achievements:- Introduced ‘Win-Back’ campaign for cancelled Motor and Home customers which generated over $1M in additional premium. This was achieved by understanding the cycle of insurance and successfully targeting previous customers just before their renewal with an attractive offer.- Led optimization project for Home Insurance customers using third party data to improve targeting and uplift on existing campaign. - Identified an opportunity to reduce early-life churn of Life Insurance customers by introducing an outbound call at day 10 by the outbound sales team. Show less

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  Suncorp Group

  Aug 2016 - Jun 2018

  Lifecycle Marketing Specialist

  Responsible for developing and delivering direct marketing campaigns that encourage cross-sell across the portfolio and retention of the group's 9 million customers. Working predominately on Suncorp, AAMI, Apia and GIO brands. Suncorp is one of Australia's largest financial services brands offering Insurance, Banking and Superannuation.Achievements:- Executed needs based 1:1 automated event and trigger-based marketing programs to grow customer lifetime value and revenue generation.- Identified and integrated new sources of data to drive program insight and effectiveness.- Developed ongoing new strategic initiatives for the 1:1 Marketing programs.- Maximised ROI of ‘Customer Lifecycle’ programs. Show less

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  MYOB

  Jun 2018 - now

  Responsible for creating, implementing and evolving leader development programs to improve the capability and effectiveness of MYOB's Sales, Success, Support & Services Leaders. This includes needs analysis, content development, training delivery, communication, optimisation and outcome assessment.Achievements:- Delivered the 2023 Leader Kick-Off event, designed to empower and enable Leaders with relevant training or information needed to achieve the best outcomes for their teams. This included 3 months of needs analysis and research conducted in partnership with executive stakeholders to ensure topics and content were fit for purpose.- Created and rolled out the ‘Leader Playbook’ for Success, Support and Services Leaders, which included Leader Competency Framework, Operating Rhythm, Coaching Guides and all necessary material to elevate Leader capability and effectiveness. Identified areas of capability improvement needed and provide specific training or support for those areas.- Launched and trained the ‘Workplace Coaching Conversations’ program, with design of all course material and delivered to over 100 Leaders. This training has allowed Leaders to better support the output of their team members, as well as support their career progression.- Reviewed of Leader Onboarding journeys using internal learning platform, paired with in-person delivery of onboarding to support Leaders. This improved Leader self-efficacy and reduced requests coming through from new Leaders.- Secured executive stakeholder buy-in and ongoing support of new Leader program that was launched in the Support, Success and Services recently. As a result, achieved a 97% attendance rate to all training sessions, with adoption rate of the program reaching almost 50% in only a matter of months. Show less Responsible for developing and leading the Customer Success team and strategy for MYOB's SME customers - ensuring we understand and exceed our customer expectations and ultimately forge long-lasting relationships. The Customer Success team is responsible for onboarding of new customers, driving product engagement and utilisation, retention (saves) and renewal activity, cross-sell of financial products, upsell programs and improving the sentiment and advocacy of our base.Achievements:- Established a new Customer Success function for SME customers, rolling out necessary team changes including titles, roles, upskilling/training, remuneration and new incentives scheme, systems and process changes. - Led the Adoption Score project in partnership with Data & Analytics team which has provided MYOB with the most comprehensive feature usage data and insight we’ve ever had. This is now being used for board reporting and is used by a number of teams to increase adoption/ expansion and reduce churn. - Raised MYOB-wide issues relating to ‘Decision-Making’ to the executive team, driving further insight through a secondary survey and supporting the introduction of process change to improve staff engagement and reduce attrition.- Constantly improved churn reporting, driving actionable insights and progress in reducing churn across all SME customer-focused teams (including Product and Platforms). Show less Defining and managing the business strategy for optimizing client lifecycle marketing across the portfolio of MYOB SME products to enhance satisfaction, utilization and retention rates. Responsible for MYOB's Voice of the Customer program and encouraging change across the business to impact overall NPS.Achievements:- Evolved the VoC program to a business-wide resource by implementing a new process, identifying relevant stakeholders, presenting findings to subject matter experts and to the SLT each month to provide updates on actions taken. - Led ‘Health Score’ project and delivering a model used by the business to identify the risk of churn for their SME customers. - Conducted a business-wide review of how MYOB collect and use customer feedback which identified the crossover, gaps and opportunities to ultimately improve CX. - Introduced Text Analytics for NPS verbatim across emailed and in product survey responses. This removed the need for human coding saving several hours per week and allows for bulk volumes of other customer feedback to be categorised. - Identified the need for an ‘Always on’ Utilisation program and launched for AccountRight. This achieved a 54% open rate and 3.76% unique click through rate. Show less

  • Leader Development & Enablement Manager

    Sept 2022 - now

  • Manager of Customer Success Team

    Sept 2020 - Oct 2022

  • Lifecycle Marketing Specialist

    Jun 2018 - Sept 2020