Daniel Graziano

Driving The Oodie through our next phase of growth across Australia and International markets (NZ, US, CA, UK, EU, DE, FR, NO). Overseeing and working closely with 11 marketing specialists across channels including: • Marketing, Brand, Product and Creative Strategy • Performance Marketing (Facebook, Google, YouTube, Tik Tok, Snapchat) - 8 Figure Budget • Email Marketing • Affiliate Marketing and PR • Influencer Marketing (Instagram, Tik Tok, Twitch, YouTube) • Conversion Rate Optimisation • Licensed Product Activations

Driving media product parity and solving problems for OEMs across the corporate, industry and leisure sites (Carsales' fastest growing media division). Following strong growth and profitability in the industry and leisure verticals, Carsales made a significant investment ($800m) acquiring a complimentary network in the US.

Product Manager for the auto dealership and industry and leisure media product portfolio. These segments represent ~30% of Carsales media revenue (and growing). ✔ Drove 121% and 35% incremental revenue YoY to two existing product lines with a focus on continuous product improvement, campaign optimisation and go to market support. ✔ Developed a best-in-class finance/insurance product, that delivered a 22% more efficient cost per lead than Facebook, a million dollar revenue line in less than two months and Carsales fastest growing media product.

2019 IPO. I got a tap on the shoulder from PointsBet founder Andy Fahey, during an exciting period of growth. I was pitched the challenge of an upcoming ASX listing, a 7-figure digital marketing budget and ownership of Australian business-critical acquisition, customer growth and net revenue targets which my team overdelivered on. +$239M YoY turnover (+95%) +$18.4M YoY net win (+117%) +79,233 YoY registered clients (+57%) During this time, PointsBet's headcount grew from 65 employees to 240 globally and it was listed on the ASX. I led and mentored a diverse team focused on digital performance, global martech, brand marketing, customer lifecycle, affiliate and creative services. ✔ Developed and executed a performance marketing and digital brand strategy for Australia across Paid Search, Paid Social, Affiliates, Digital Brand and Media Buying. ✔ Executed with both a strategic and tactical lens in an extremely competitive industry. Successfully generated interest in, and achieved significant cut-through as a challenger brand, ensuring a clear, compliant and consistent brand image in market. ✔ Successfully navigated major legislative change that directly influenced a huge proportion of our direct response spend and impacted key performance metrics overnight. Required a major redistribution of media spend allocation and clear and consistent communication of legal implications to channel partners. ✔ Worked with quantitative analytics team to deliver early life client quality scoring and LTV modelling to report, optimise and allocate media spend towards high-performing channels. ✔ Worked with US team to communicate successful AU initiatives, drive consistency and replicate the same success in the American market. ✔ Reported to executive stakeholders and member of the Australian management team. Maintained stellar external representation of the brand with clients and key contacts.

Joined CEO and founder Alan Eskander to have a crack at a brand new wagering concept. We put SportChamps on the map and had a lot of fun! Driving over 50,000 new accounts across Australia and generating 10s of millions ($) in tournament entry fees. I led a 4 person unit that focused on acquisition (paid social, PPC, affiliate marketing, product marketing, native advertising, messenger bots), activation (onboarding, early life behaviour), tracking and reporting architecture and achieving sustainable player economics (lowering CAC / increasing customer spend / retention / customer success). I successfully executed a digital strategy that leveraged automation and data-driven decision making. This led to uncovering unsaturated marketing opportunities in a very competitive industry with high barriers to entry and produced results including: ✔ 67% decrease in customer acquisition cost ✔ 342% increase in monthly signups ✔ 142% growth in active client base ✔ 222% increase in overall entry fees I also maintained and prioritised the growth experiment backlog to unlock opportunities to grow the user base and identify new revenue opportunities. During this time we developed a second tournament type which overtook revenue and net profit of the original established tournament type in less than 3 months.

Reported to CEO. I led an 8 person team and was ultimately responsible for commercialisation. My role focused on translating customer insights into new revenue streams, business development and managing the product and marketing teams. ✔ Developed commercial partnerships to drive additional revenue throughout the business. Built partnership new revenue stream with tech vendors from $0 to $1m over 6 months. ✔ Oversaw customer acquisition and retention for SitePoint Premium - increased SitePoint Premium paid membership base from 16k to 35k, increased MRR by 49% and decreased churn by 5% (high 5 figure MRR) ✔ Identified and negotiated key B2B content syndication and co-marketing partnerships that delivered 75k+ emails and generated $200k+ front end profit ✔ Built internal tools (spreadsheets/multipliers/data warehouse reports) to reliably predict, systemise delivery of, and expand key revenue streams

I was responsible for a 6 person consumer product and marketing team focused on growth. Reported to General Manager. ✔ Oversaw a team of developers in an agile development environment to strategise and develop new product and features - I was also responsible for researching and developing processes to improve team efficiency and output ✔ Increased SitePoint active/engaged email list from 228k to 650k - managed all lifecycle communication, and engineered new tactics for growth and monetisation ✔ Completed a number of ABM, personalisation and data enrichment based sprints to learn more about our userbase, and serve them relevant, realtime onsite content and third party promotions ✔ Launched SitePoint Learning Hubs as a major technical SEO project. This achieved page one rankings for large volume web development terms against very strong competition ✔ Established web push notifications as a marketing (retargeting) and communication (content marketing) channel. Grown subscriber count from 0 to 900k+ ✔ Educated, on-boarded and mentored new hires regarding SitePoint media products, marketing, business development and strategic partnership initiatives Favourite dev projects included: • Learning Paths and Learning Hubs • Tracking and reporting architecture • Split state signed in vs signed out UX personalisation • Various projects focused on conversion rate improvement including dynamic content integrated checkout, product page redesigns, etc.

Joined Mark Harbottle in the newly created Growth Marketer role at SitePoint. SitePoint is celebrated as the leading authority on web design and development. The online publication reaches 80M+ individual developers annually. SitePoint is also known for the incubation of two successful spinoffs - 99designs and Flippa. Reported to General Manager and VP of Sales USA. My time was split between the media sales (USA) and e-learning product sales (AUS) teams. Oversaw all marketing and growth initiatives. ✔ Commercialised and brought to market a new suite of performance marketing products to the media sales arm of the business to help move away from existing underperforming offering. Led efforts in researching and developing new offering, and engaging and educating sales team during a period of transition. Delivered over $3m in new business revenue. ✔ Won business of (full negotiation cycle) and/or strengthened relationships with key 6-7 figure digital media clients including Atlassian, Microsoft, Adobe, monday.com and SiteGround. We were Atlassian's largest lead generation partner at the time, driving over 15,000 new accounts. I spent time in San Francisco with the Atlassian team, strengthening our relationship as a key part of their ecosystem. ✔ Increased Versioning (daily newsletter) list from 13k to 49k subs and brought it to market as one of the best tech newsletters for consistent advertising ROI on the Web (sponsors included HelloSign, Sencha, SiteGround, Toptal and FullStory). The newsletter attracted a 50% open rate from high profile readers at companies including PayPal, Apple, Harvard, Yale and Google. Monthly advertising revenue grew from $0 to $30k. ✔ Exceeded 2016 Black Friday and Christmas ecommerce product sales target by 73%. Exceeded past 3 years by 270% (with no additional spend). I also ran the entrepreneurship site section for a period of time. I interviewed people about their side projects and told their story.

After recognising the growth print-on-demand apparel was experiencing, I invested $1000s into intensively testing different designs, and scaled winning variations over a period of 6 months. ✔ Sold 4500+ custom tshirts in six months following intensive testing with Facebook ads ✔ $135,000 in product sales ✔ Revenue peaked at $40k/month at 3x ROI (net) on Facebook paid spend • Transactional email management for retargeting, abandoned carts, cross-sell and upsell. • Social media growth and management of Facebook page from 0 to 40,000 fans. • Ongoing testing of LLA retargeting and audience prospecting. • Created a custom share scrape bot, which at the time was the first of its kind.

Took on a permanent role at a company I was consulting to. I was tasked with creating and implementing the digital vision and strategy for Selection Partners. I also built (front and back end membership platform) and launched Careering - a self-directed learning system that educated people on how to find their next job. • Plan and execute all SEO, PPC (Adwords and Facebook), CRM and EDM campaigns • Community management including Facebook, LinkedIn, outreach and forum discussion • Develop initiatives to grow Careering - including RMIT student graduate partnership

Contracted in house at various ecommerce and saas clients. I focused on content and campaign delivery, sales and marketing processes, reporting, EDMs, PPC, SEO and Paid Social. During this time I also ran and sold a network of websites. Clients included: Retrojan, MailGuard, LifeSpan Fitness.