Bronwen Fabb

About

Senior digital transformation and growth leader with 20+ years’ experience across full-funnel demand generation, eCommerce strategy and operations, marketing technology (Martech), CRO/UX optimisation, and change management. Known for bringing clarity to complex systems and translating strategy into measurable outcomes, Bronwen has led scalable digital infrastructure build-outs, lifecycle and automation programs, and global multi-market rollouts—supporting improved conversion, stronger attribution/ROI visibility, and operational efficiency across both enterprise and high-growth environments. Seeking senior leadership roles driving operational improvement and digital maturity.

Experience

• Head of Growth · Early Life Nutrition Alliance (ELNA)09-01-2024

  Business Context: Global education and membership business delivering courses, memberships, and resources for dietitians specialising in prenatal and early life nutrition. Bronwen was engaged to build and systematise the end-to-end marketing function from a largely ad-hoc state. Responsibilities • Owned the end-to-end marketing function across campaigns, lifecycle, content, and digital operations • Built full-funnel Meta Ads campaigns from audience strategy through to conversion and retargeting • Developed lifecycle email nurture sequences aligned to membership and course purchase journeys • Managed webinar-led product launches as a primary acquisition and conversion mechanism • Led CRO and landing page optimisation to improve campaign conversion rates • Managed website, eCommerce platform, and content production systems • Implemented automation workflows and operational playbooks to reduce execution time and manual effort Key Achievements • Established a scalable, repeatable marketing funnel for annual launches — reducing reliance on ad hoc execution • Implemented automation workflows that materially reduced execution time and improved team capacity • Built operational playbooks and templates enabling consistent and scalable marketing delivery • Increased marketing consistency and output quality across the business Key Skills & Tools: Meta Ads, Email Marketing, Lifecycle Automation, Funnel Design, CRO, A/B Testing, Webinar Marketing, Marketing Automation

• Digital Director · Wilkinson Butler10-01-2024 – 05-01-2025

  Business Context: Small professional services agency with unclear internal roles, inefficient workflows, and team instability that was impacting delivery quality and account profitability. Bronwen was brought in to stabilise operations and improve performance. Responsibilities • Introduced RACI framework to establish clarity around roles, responsibilities, and decision rights • Developed job descriptions and team structure to support sustainable resourcing • Implemented ClickUp for workflow management, task tracking, and capacity visibility • Created capacity planning tools and utilisation tracking to improve resource allocation • Improved client reporting standards and delivery process consistency • Conducted profitability analysis across client accounts to identify underperforming engagements Key Achievements • Stabilised team environment and improved morale through greater structure and clarity • Increased delivery efficiency and accountability across the agency • Identified and escalated an unprofitable client engagement, enabling leadership to act • Improved visibility of team capacity, enabling better planning and resourcing decisions Key Skills & Tools: ClickUp, Excel, Workflow Design, Operations Management, Resource Planning, RACI Frameworks

• Digital Growth Manager · HealthBright08-01-2024 – 10-01-2024

  Business Context: Digital health business with an underperforming booking funnel and a fragmented, unmanaged product backlog that was creating delivery delays and misalignment between product and marketing. Responsibilities • Took ownership of the product backlog and roadmap in Jira, bringing structure and priority to the queue • Facilitated sprint planning and delivery alignment with offshore development teams • Optimised the booking journey UX and UI to reduce friction and improve conversion • Aligned product roadmap with marketing objectives to ensure coherent customer experience • Advised leadership on platform limitations and provided strategic direction for future-state architecture Key Achievements • Improved booking conversion rates through targeted UX and UI optimisation • Simplified the user journey, reducing drop-off at key conversion points • Increased delivery efficiency through backlog rationalisation and clearer sprint priorities • Identified the need for platform replacement and guided the leadership team on strategic direction Key Skills & Tools: Jira, UX/UI Design, CRO, Product Management, Agile Delivery, Platform Strategy

• Digital Programme Manager · Intertek05-01-2023 – 12-01-2023

  Business Context: Post-acquisition transformation of a training business within a global testing, inspection, and certification company. The business required a shift from a manual, enquiry-based booking model to a fully eCommerce-enabled platform capable of supporting international growth. Responsibilities • Led migration from legacy CMS (Ektron) to WordPress and WooCommerce, including full platform architecture and UX/UI definition • Implemented Stripe payments to enable immediate online revenue capture • Designed and executed a simplified global rollout strategy - consolidating to a single .com domain with USD pricing • Onboarded regional teams across the Americas and aligned marketing and training functions • Coordinated cross-functional stakeholders across marketing, technology, training operations, and regional leadership Key Achievements • Enabled immediate online revenue capture, replacing a manual enquiry and invoicing model • Improved UX and course discoverability, making the platform significantly easier for customers to navigate • Reduced operational admin burden and eliminated delays caused by manual invoicing processes • Increased collaboration between training and marketing teams, re-establishing the strategic value of the training business internally Key Skills & Tools: WooCommerce, Stripe, WordPress, UX/UI Design, eCommerce Strategy, Platform Migration, Programme Management

• Global Head of Digital · SAI Global09-01-2019 – 05-01-2023

  Business Context: B2B assurance, certification, and training business operating across 11 countries in APAC, EMEA, and North America. The business had a fragmented digital ecosystem, limited attribution visibility, significant internal channel conflict, and no coherent martech strategy. Bronwen joined as eCommerce Manager and was promoted to Global Head of Digital. Responsibilities • Led global digital transformation across 11 countries — spanning websites, martech, paid media, SEO, and marketing operations • Owned the full martech stack, including Salesforce CRM, Pardot MAP, Google Analytics, and WordPress • Implemented Salesforce lead governance and lead scoring to improve pipeline quality and sales-marketing alignment • Built a full-funnel demand generation engine integrating SEO, content, paid media, and lifecycle marketing • Delivered an 11-country website rollout enabling regional autonomy, local content ownership, and accurate attribution • Aligned regional marketing teams and budgets across APAC, EMEA, and North America • Established eCommerce operations and online revenue channels, improving digital customer experience • Drove marketing automation and lifecycle engagement to nurture leads and improve conversion rates Key Achievements • Delivered a full 11-country website rollout, enabling regional autonomy and accurate attribution for the first time • Eliminated internal channel conflict that had previously created confusion and eroded marketing ROI • Improved ROI visibility and marketing budget allocation across all regions • Increased marketing contribution to pipeline, enabling clearer separation of marketing vs. sales performance • Supported strategic portfolio readiness ahead of business sale — ensuring digital assets were structured and performing • Scaled eCommerce channel from initial setup to a significant revenue contributor within the first year Key Skills & Tools: Salesforce, Pardot, WordPress, GA4, Marketing Automation, Attribution, Demand Generation, CRO, SEO, eCommerce, Multi-market Digital Strategy

• eCommerce & Digital Manager · SAI Global09-01-2018 – 09-01-2019

  Business Context: B2B assurance, certification, and training business operating across 11 countries in APAC, EMEA, and North America. The business had a fragmented digital ecosystem, limited attribution visibility, significant internal channel conflict, and no coherent martech strategy. Bronwen joined as eCommerce Manager and was promoted to Global Head of Digital. Responsibilities • Led global digital transformation across 11 countries — spanning websites, martech, paid media, SEO, and marketing operations • Owned the full martech stack, including Salesforce CRM, Pardot MAP, Google Analytics, and WordPress • Implemented Salesforce lead governance and lead scoring to improve pipeline quality and sales-marketing alignment • Built a full-funnel demand generation engine integrating SEO, content, paid media, and lifecycle marketing • Delivered an 11-country website rollout enabling regional autonomy, local content ownership, and accurate attribution • Aligned regional marketing teams and budgets across APAC, EMEA, and North America • Established eCommerce operations and online revenue channels, improving digital customer experience • Drove marketing automation and lifecycle engagement to nurture leads and improve conversion rates Key Achievements • Delivered a full 11-country website rollout, enabling regional autonomy and accurate attribution for the first time • Eliminated internal channel conflict that had previously created confusion and eroded marketing ROI • Improved ROI visibility and marketing budget allocation across all regions • Increased marketing contribution to pipeline, enabling clearer separation of marketing vs. sales performance • Supported strategic portfolio readiness ahead of business sale — ensuring digital assets were structured and performing • Scaled eCommerce channel from initial setup to a significant revenue contributor within the first year Key Skills & Tools: Salesforce, Pardot, WordPress, GA4, Marketing Automation, Attribution, Demand Generation, CRO, SEO, eCommerce, Multi-market Digital Strategy

• Marketing Leader (Consultant) · The Healthy Mummy06-01-2017 – 05-01-2018

  Business Context: High-growth B2C eCommerce business transitioning from founder-led marketing to a structured, scalable marketing function. The business required an experienced leader to take ownership of the marketing team and build towards data-driven, repeatable growth. Responsibilities • Led a 12-person marketing team across digital, content, social, and CRM functions • Owned daily revenue targets and was accountable for marketing-driven sales performance • Managed Facebook Ads campaigns, including audience strategy, creative testing, and budget allocation • Owned the email lifecycle - from welcome series through to retention and re-engagement • Conducted a deep analytics audit and rebuilt reporting to surface actionable conversion insights • Implemented A/B testing and CRO frameworks across landing pages and the purchase funnel • Optimised the blog-to-conversion funnel, improving traffic quality and purchase intent • Introduced customer support automation and knowledge base tooling to reduce inbound volume Key Achievements • Increased conversion rates and enabled predictable revenue modelling through CRO and funnel optimisation • Shifted the business to data-driven decision making by introducing dashboards and attribution reporting • Reduced customer support costs from approximately $12,000–$15,000 per month to approximately $5,000 per month through automation and self-service tooling • Identified and resolved a critical data privacy issue, protecting the business from significant regulatory risk • Improved lifecycle engagement and customer retention through segmented, behavioural email programs Key Skills & Tools: Facebook Ads, GA4, CRM, CRO, Lifecycle Marketing, Analytics, Automation, Team Leadership, A/B Testing

• Product Owner · Maxwell Forest01-01-2017 – 07-01-2017

  Business Context: Fintech startup building a white-labelled rewards platform for banks using a B2B2C model. Bronwen was engaged as Product Owner to manage the roadmap and support enterprise client acquisition. Responsibilities • Owned the product roadmap and backlog, prioritising features aligned with enterprise client requirements • Collaborated with development and QA teams to deliver product enhancements on schedule • Supported enterprise sales pitches by developing prototypes and product demonstrations • Contributed to UX improvements across the platform based on user feedback and client requirements • Led planning for offshore operations capability in Manila to support business scalability Key Achievements • Delivered product enhancements and measurably improved UX across the platform • Supported enterprise go-to-market efforts with client-ready demonstrations and prototypes • Led planning for offshore operations (Manila) that would support the business as it scaled Key Skills & Tools: Agile, Jira, Product Management, UX Strategy, GTM Strategy, Stakeholder Management

• eCommerce Manager · Panavision03-01-2015 – 11-01-2016

  Business Context: Traditional equipment rental and retail business transitioning to eCommerce with no existing digital presence or online revenue channel. Responsibilities • Led the end-to-end eCommerce rollout, including platform selection, build, and go-live • Built a product catalogue of approximately 2,500 SKUs, including copy, imagery, and taxonomy • Implemented an SEO strategy to drive organic discovery across a large product catalogue • Managed inventory alignment with warehouse and fulfilment operations • Handled customer enquiries and order flow, establishing service standards for the digital channel • Resolved payment processing and fraud prevention issues during the early launch phase • Established digital marketing channels to drive traffic and revenue to the new platform Key Achievements • Launched a fully functional online revenue channel from zero — establishing the digital business from scratch • Improved organic search visibility across major product brands through structured SEO implementation • Built a scalable SEO framework capable of supporting ongoing product catalogue growth • Improved operational coordination between the digital team and warehouse operations Key Skills & Tools: eCommerce, SEO, Mailchimp, Inventory Management, Product Catalogue Management, Digital Marketing

• Digital Content Producer · National Breast Cancer Foundation10-01-2014 – 03-01-2015

  Business Context: Non-profit organisation seeking to grow its digital audience and amplify fundraising campaigns through improved content strategy and digital execution. Responsibilities • Managed social media strategy and content execution across all major platforms • Created, scheduled, and optimised content to drive audience growth and campaign engagement • Collaborated with stakeholders, donors, and campaign partners to align digital and fundraising messaging • Co-developed integrated campaign messaging across digital and traditional channels Key Achievements • Achieved 20–40% audience growth across digital platforms through targeted content strategy • Co-produced the Real Men Wear Pink campaign, which delivered strong engagement and fundraising results • Increased digital reach and engagement in support of major fundraising campaigns Key Skills & Tools: Social Media Strategy, Content Planning, Campaign Management, Stakeholder Collaboration

• Founder & Product Owner · Digital Sorbet07-01-2012 – 10-01-2014

  Business Context: SaaS platform designed for virtual assistants, addressing a fragmented and inefficient tool ecosystem in the growing remote work market. Bronwen co-founded the venture and led product, marketing, and fundraising. Responsibilities • Designed the product concept, UX, and initial feature set in partnership with a technical co-founder • Led positioning, marketing, and brand development for the platform • Managed fundraising activities, including investor pitches and program applications • Launched the MVP and onboarded beta users, conducting user testing and iterating on feedback • Developed go-to-market strategy and early traction initiatives Key Achievements • Delivered a working MVP with 20–50 global beta users, validating the product concept • Selected for the Commonwealth Bank Women in Focus Silicon Valley program — a highly competitive accelerator • Demonstrated early product-market fit potential and attracted interest from the startup community Key Skills & Tools: SaaS Product Design, UX, Startup Strategy, Fundraising, Beta Testing, GTM Strategy

• Founder & Owner · The Virtual Assistant10-01-2008 – 10-01-2012

  Business Context: Service business launched during the Global Financial Crisis to support small businesses and sole traders with administrative and digital services. Grew from solo operation to a national franchise model. Responsibilities • Built and scaled the business from inception, managing client acquisition, delivery, and operations • Developed a franchise model to enable national expansion, including operational playbooks and training materials • Implemented a retainer pricing model to support recurring revenue and business predictability • Built a national network of operators and managed quality assurance across the franchise Key Achievements • Scaled to a national franchise model operating across multiple states • Generated approximately $100,000–$200,000 in annual revenue at peak operation • Built strong brand authority and domain ownership in the virtual assistant space • Successfully exited via sale, realising value from the business built from scratch • Created a repeatable, scalable business system that could be operated independently by franchisees Key Skills & Tools: Business Operations, CRM, Business Development, Franchising, Service Design, P&L Management

• Digital Consultant · Ola2018 – 2018

  Business Context: Ride-hailing company launching into the Australian market requiring foundational digital presence and marketing infrastructure to support a large-scale brand campaign and market entry. Responsibilities • Built website, analytics stack, and social media channels from scratch ahead of market launch • Created digital assets and email marketing templates aligned with global brand standards • Collaborated with global teams and external agencies to ensure consistency across markets • Supported Sydney launch planning and developed the GTM plan for ongoing post-launch execution Key Achievements • Enabled a successful Australian market launch with a complete and professional digital presence • Aligned all digital channels with large-scale brand campaigns for a cohesive launch experience • Provided a clear roadmap for post-launch marketing execution, supporting the internal team post-engagement Key Skills & Tools: Google Analytics, Digital Strategy, GTM Planning, Social Media, Email Marketing, Canva

• Executive Assistant to the General Manager · Goodman10-01-2004 – 10-01-2008

  Provided high-level executive support within one of Australia's leading property groups, managing communications, operations, and stakeholder engagement on behalf of senior leadership. Delivered complex diary management, board preparation, correspondence, and confidential project coordination.

• Personal Assistant to the Director · ING10-01-2004 – 10-01-2008

  Supported senior leadership within a major financial services organisation, managing diary, correspondence, projects, and highly confidential matters with precision and discretion. Operated across regulatory-sensitive environments with a strong service ethic.

Education

• Sydney Business School, University of WollongongMaster of Business Administration, Master of Business Administration
• Williams Business CollegeDiploma of Business Administration & Secretarial Studies, Diploma of Business Administration & Secretarial Studies

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