Senior UX strategist with over 20 years in digital
Driving user-centred, data-informed experiences that balance human needs with business outcomes.
Experience
Senior UX Strategist, Tundra, Melbourne, Australia
March 2014 — August 2025 (11 years, 5 months)
Led UX strategy across major digital programs for a diverse client base, guiding research, design and optimisation initiatives to improve user experience, accessibility and commercial outcomes.
Key responsibilities and achievements
Served as project UX lead across multiple concurrent client projects, defining direction and ensuring delivery quality.
Planned and executed user research programs including interviews, usability tests and surveys.
Developed persona frameworks and end-to-end user journey maps to support strategic decision-making.
Shaped service design artefacts, mapping interactions, dependencies and opportunities for improvement.
Planned and structured information architecture to support scalable content and intuitive navigation.
Produced wireframes and high fidelity prototypes for workshop facilitation, testing and iteration.
Conducted accessibility audits and provided consultative guidance for compliance and inclusive design.
Managed conversion rate optimisation programs incorporating multivariate and A/B testing.
Led SEO auditing and keyword research to inform IA decisions, support content strategy and improve discoverability.
Owned analytics strategy from measurement planning through to implementation and behavioural insights.
Worked closely with clients to translate complex UX insights into clear recommendations and roadmaps.
Mentored junior designers, building capability in research, design thinking and documentation practice.
Lead conversion specialist, Alkemi International, Melbourne, Australia
December 2006 — March 2014 2006 (7 years, 4 months)
Directed the agency’s conversion optimisation practice, guiding strategic design, testing frameworks, research programs and performance analytics to support measurable commercial growth.
Key responsibilities and achievements
Developed new service offerings and departmental scopes focused on conversion uplift.
Led strategic design initiatives focused on improving user flow, clarity and persuasion.
Analysed business data, website analytics and performance trends to inform optimisation approaches.
Created UX wireframes and design treatments aligned to specific behavioural objectives and KPIs.
Designed and evaluated usability studies to uncover friction points and validate improvements.
Prepared development briefs for copywriting, design and technical implementation.
Produced research outputs and white papers to support client education and industry authority.
Delivered webinars to current and prospective clients on optimisation methodology and best practice.
Designed and managed testing frameworks including A/B and multivariate experiments.
Produced departmental reporting and performance insights.
Developed onboarding programs and training curricula to enhance staff capability across the agency.
Other roles
Special projects manager, Alkemi International (May 2005 - November 2006)
PPC manager, Alkemi International (August 2004 - April 2005)
SEO Specialist, Alkemi International (November 2003 - July 2004)
Education
Bachelor of Commerce (BCom) in Business Information Systems, Deakin University, 1997-2003
Bachelor of Laws (LLB) in Commercial Law, Deakin University, 1997-2003