Netta Kellett

As Head of E-Commerce I was tasked with the strategy and implementation of customer facing, transactional websites across the AFD brand. My role focused on increasing sales, optimising conversion and increasing targeted web traffic. I worked closely with IT acting as the product owner for all E-Commerce related tasks and projects. In addition, I managed the UX and Content team to drive engagement and implement best practice customer-first solutions through all channels ensuring a mobile first approach.

As Senior Manager Adventure Travel Online, I have been tasked with the strategy, development and implementation of one of Kathmandu’s 4 main growth strategies. The focus is to establish strategic business partnerships to introduce new services across adventure travel to Kathmandu’s 1.6M active Summit Club members. See less

During my tenure as Head of Online, I spearheaded the growth of the AU/NZ business by +20% revenue year on year and the UK by +70%. My accountabilities included monitoring and controlling the monthly online P & L, chairing weekly trading meetings, writing exec and board reports, developing a 3 year Kathmandu Online Business plan whilst setting clear KPI’s across AU, NZ, UK and international markets.

As part of my role I developed and managed Notemaker’s marketing, digital & CRM strategies including PPC activity, display, SEO, a custom loyalty strategy, weekly eDMs, public relations, print advertising and analytics. I also managed the tender and eCommerce re-platforming project from Shopify to Magento.

++ Key driver of innovation and strategy development in the areas of eBusiness and eMarketing. ++ Providing direction to senior management for digital strategy at Mercedes-Benz Australia/Pacific. ++ Strategic management of eBusiness applications including planing, strategy development, budget management and project implementation. ++ Project management in all aspects of channel marketing with specific focus on digital marketing. ++ Budget and performance management of all online marketing activities.

++ Development and implementation of eMarketing strategies for Mercedes-Benz Passenger Cars. ++ Content development and creation of customer facing websites. ++ Strategy development and implementation of online advertising campaigns in line with ATL campaigns including media bookings and agency management.