Shweta Shah

About

With a Bachelor of Commerce in Accounting and Finance from UNSW and a Diploma of Chartered Accounting from Chartered Accountants Australia and New Zealand, this professional has a robust foundation in finance and marketing. Currently, as the Head of Performance Marketing at Vitruvian, they lead strategic marketing initiatives to optimize ad performance and drive user acquisition. Previously, at HealthMatch, they demonstrated expertise in creative analysis and user psychology, acquiring 1.1 million users in 10 months and significantly reducing CPA. Their innovative strategies on platforms like TikTok and successful PR campaigns across Australia and the USA highlight their marketing acumen. At Orenda, they propelled e-commerce growth, achieving impressive conversion rates and revenue milestones. Earlier roles at Service NSW and NAB provided valuable experience in financial planning and management accounting, enhancing their ability to support business decision-making and project management.

Experience

• Head of Performance Marketing · Vitruvian09-01-2022

  As Head of Performance Marketing, likely responsible for leading marketing strategies, optimizing ad performance, and driving user acquisition.

• Performance Marketing · HealthMatch07-01-2021 – 06-01-2022

  Hired for unique understanding of creatives, analysis, and human psychology to drive user acquisition. Led Facebook ad creatives to acquire 1.1M users in 10 months while reducing CPA 20x. Developed TikTok strategy to grow the account to 11.1k users and 4.5M views in 2 months. Managed PR across Australia & USA with features on major channels. Executed OOH Media for US launch including NASDAQ. Conducted patient interviews to drive messaging and branding.

• Growth · Orenda01-01-2013 – 06-01-2021

  Drove fast growth of e-commerce brands through performance creatives and social media. Achieved CPAs of $9, blended cost of $5, and conversion rate of 6.4% for Rice Crispy Co. Set up successful email flows to nurture existing customers, achieving a repeat purchase rate of 45% with 10% on subscription. Grew Rice Crispy Co to an annual revenue of $1M before selling the business.

• Finance Business Partner/Project Manager · Service NSW05-01-2018 – 02-01-2021

  As a Finance Business Partner/Project Manager, likely responsible for financial planning, analysis, and managing projects to improve service delivery.

• Management Accountant · NAB04-01-2017 – 05-01-2018

  As a Management Accountant, likely responsible for financial reporting, budgeting, and supporting business decision-making processes.

Education

• UNSWBachelor of Commerce (B.Com.), Accounting and Finance
• Baulkham Hills Selective High SchoolHigh School
• Chartered Accountants Australia and New ZealandDiploma of Chartered Accounting, Management Accounting

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