Projects
1.5 Stars
Re-Launch of the Les Mills App
The Les Mills Member App previously held a 1.5-star rating on the Apple App Store. This campaign was built around acknowledging and owning that reality, showing members that we had heard their feedback and were taking decisive action.
We took a bold, humorous, and self-deprecating approach to market, a departure from Les Mills’ typically premium and polished brand tone. As Product Owner, I led both the redesign of the app and the go-to-market campaign, spanning launch, post-launch engagement, and member support.
The campaign resonated strongly, generating widespread positive feedback across social channels. Members responded particularly well to the transparency and honesty around the previous app experience. Notably, the campaign was recognised by the Head of Brand and Marketing for Nike Australia & New Zealand, which was a personal career highlight.
Since launch, the app’s rating has increased to 4.0 stars, demonstrating the impact of a user-centric approach to both product development and communication.
You Vs Yesterday
Les Mills 8 Week Challenge
The campaign concept, You vs Yesterday, was built around a simple but powerful insight: consistent attendance is one of the strongest drivers of long-term member retention. The objective was to help members build sustainable, healthy gym habits by focusing on progress over perfection. The messaging emphasised small wins, the formation of micro-habits, and the idea of becoming just a little better each day.
Our primary KPIs for the challenge were to engage at least 10% of our membership base and to increase club attendance among participants.
The campaign exceeded expectations, successfully engaging 20% of members. We also saw an 8% increase in attendance among participants post-challenge compared to pre-challenge levels, highlighting the effectiveness of the initiative in driving behavioural change.
All New, All Yours
Step Inside the Revitalised Les Mills New Market
Les Mills Newmarket recently underwent a significant facilities upgrade, introducing both a new functional training studio and a reformer Pilates studio.
The addition of reformer Pilates was a key initiative I championed, driven by market analysis and a clear opportunity to expand Les Mills’ offering into one of the fastest-growing segments in fitness. The goal was to elevate the member experience, attract new audiences, and strengthen our premium positioning.
From shaping the creative direction to refining the messaging, the campaign was designed to showcase the new studios, highlight the elevated experience, and create real hype around what was a step change in the Les Mills offering.
The result was a high-impact launch that not only reinforced the brand’s premium positioning but also generated strong momentum for membership growth, positioning Newmarket as a flagship destination for next-level training experience.
Performance Marketing Highlights
With over 10 years’ experience in performance marketing, I bring a strong foundation in digital strategy, backed by formal qualifications and hands-on expertise across Google Ads, Google Analytics, SEO, conversion rate optimisation, and data analytics.
I’m a highly data-driven marketer with a consistent track record of reducing acquisition costs while driving meaningful commercial outcomes.
LesMills
Since taking over the Google Ads account, digital lead volumes have increased by 30%, with cost per lead now sitting at 50% below target. Digital membership sales have grown by 20%.
I’ve also driven a 5% increase in organic visibility, with organic traffic now the largest source of leads. This has improved overall ROI and enabled smarter reallocation of marketing spend into growth segments where the brand is less established.
Squirrel
As Digital Marketing Manager, I led the end-to-end digital strategy across all brands and services.
I brought SEO in-house and drove the site to #1 for the highest-volume search term, unlocking a significant lift in leads.
I also led the re-platforming of the marketing automation system, optimising customer journeys from prospect through to conversion and ongoing lifecycle management.
Grow Digital Marketing
Working agency-side, I managed a portfolio of top-tier clients across a wide range of industries.
A standout engagement was with Avanti Cycles, where I supported retail network performance nationwide, drove sales growth, and helped successfully launch new bike brands into the New Zealand market.