Personal details
Bronwen F.
Based in: 🇦🇺 Australia
Timezone: Sydney (UTC+10)
Technical skills
About
Businesses reach a point where the systems, team, and infrastructure that got them here are no longer enough to get them to what's next. That's where I come in.
I find what's actually broken across marketing, operations, and digital infrastructure - and build what's missing. Not advising. Building.
Over 20 years across B2B SaaS, professional services, education and training, eCommerce, and global enterprise, I've delivered:
- 11-country digital transformations
- eCommerce platforms built from zero
- Marketing functions systematised from ad hoc to scalable
- Operating models redesigned for the next stage of growth
I work best where the brief is broad, autonomy is high, and the business needs someone who can hold the strategy and do the work.
Open to project-based, fractional, and ongoing engagements.
Work Experience
Head of Growth
Early Life Nutrition Alliance (ELNA) | Sep 2024 - Apr 2026
A/B testing
Funnel optimization
Email campaigns
Marketing operations
Webinars
Lifecycle processes
Cro management
Meta ads certification
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
Digital Director
Wilkinson Butler | Oct 2024 - May 2025
Excel
Workflow
Operations
Leadership
Resource management
Workflow Automation
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
Projects
Digital Transformation Project
2020
WordPress
SEO
Automation
Migration
Salesforce
WooCommerce
Stripe
CMS
UX/UI Design
Chatbot
Technical Marketing
Pardot
System integrations
Business systems integration
Transformational leadership
Cross Functional program execution
Led a global digital transformation program at SAI Global, redesigning the organisation’s digital ecosystem to improve lead generation, customer experience, and marketing efficiency.
Delivered a multi-country rollout of 11 localised websites on WordPress, replacing fragmented legacy platforms with a scalable, standardised architecture. Designed and implemented an integrated martech stack, connecting website experiences with Salesforce CRM and Pardot to enable seamless lead capture, routing, and nurturing across regions.
Established end-to-end lead management workflows, including automated web-to-lead processes, standardised gated content journeys, and improved data capture consistency. Introduced a multilingual chatbot across key markets including Australia, UK, Spain, Canada, and Indonesia, increasing engagement and conversion from website traffic.
Improved visibility and decision-making through enhanced analytics and tracking, enabling performance optimisation across campaigns and channels. Worked cross-functionally with marketing, sales, and regional teams to align processes, drive adoption, and ensure consistent execution globally.
Resulted in a more scalable, data-driven digital infrastructure that increased lead flow, improved conversion pathways, and reduced operational inefficiencies across the business.
Education
Sydney Business School, University of Wollongong
MBA・Business Administration
Feb 2014 - Dec 2017