Customer experience is the new marketing [PERIOD… mic drop!].
As the Founder and Principal Consultant of Awesome & Authentic, a Sydney-based marketing and experience design practice, I work to align processes, people and design to be more centred around the needs of the humans that businesses serve. For a decade and a half, I have been a practicing marketer, experience researcher, advertising professional, and an academic. Recently, the focus of my work has been on service innovation and touchpoint design to evoke positive emotions.
My practice of experience design is embodied by collaboration that ignites stakeholders to care for customer goals. In my view, empathy for customer needs and pain points based on observation of behaviour, and their respective stories are the glue that unite all parties responsible for delivering exceptional and innovative customer experience.
For marketing to be human-centred, we need to understand the complexity of the human experience to build lasting customer loyalty and memorable experiences. Modern marketing requires a seamless integration of the teams working on brand, communications (digital and traditional), interaction design and user experience design. Digital marketing is a misnomer; in my experience of working with Fortune 500 brands and start-ups, siloed approaches within marketing departments and across departments simply don’t work.
My practice is informed by Masters in Marketing Management (University of Surrey,UK), Tourism (The University of Queensland, Australia), and an MBA. I also have certifications in Positive Psychiatry and Mental Health (University of Sydney, Australia) and Design Thinking (IDEO). I was recognised as a Certified Practising Marketer (CPM) by Australian Marketing Institute (AMI) in 2020, the peak professional benchmark of its kind for marketers in the Asia-Pacific Region. In 2021, I am serving as a member of AMI’s New South Wales (NSW) State Committee, where I work to amplify the voice of a diverse and vibrant community of marketers in Australia.