Resume

Alex Counsell

Product & Marketing Technology Consultant

Technical Skills Profile — software development, cloud infrastructure & platform delivery

Summary

Experienced product, brand and technology marketing technology professional with a strong track record delivering complex digital and traditional campaign initiatives in regulated and stakeholder rich environments.

Demonstrated capability in digital strategy, web development, platform delivery, data and analytics, and vendor and stakeholder management.

Proven ability to translate business and policy objectives into practical, secure, high availability and data driven digital marketing strategies and services, manage budgets and risk, and work collaboratively across multidisciplinary teams to deliver measurable outcomes.

Able to add value quickly through strong analytical capability and a practical understanding of digital platforms, identifying business and process issues and translating them into clear, achievable delivery plans.

Professional Experience

A summary of my career history, with a focus on my most recent roles and achievements.

Product & Marketing Technology Consultant | Self-employed

2019-Present

  • Developed go-to-market strategies for SaaS products, including the multi-tenant v.hive platform, translating complex technology capabilities into clear customer value propositions across multiple industry verticals.
  • Created marketing collateral, case studies, product content and campaign materials that positioned technical solutions for non-technical stakeholders and end users, driving product adoption and customer retention.
  • Measured product performance and marketing impact through data-driven analytics, tracking adoption metrics, user engagement and competitive positioning to inform product roadmap and marketing strategy decisions.
  • Delivered end-to-end digital and marketing technology solutions for diverse B2B and B2C clients, translating business requirements into secure, scalable and high-availability digital services.
  • Led design, web development and delivery of the VetCheck 24/7 cloud-based call-log platform supporting 60+ users across Australia and the UK, which handles over 100,000 calls and service interactions annually.
  • Restructured Medechat's AWS hosting architecture to reduce costs from AU$70k p/m to under AU$5k.
  • Provided technical and UX leadership for AI and machine-learning integrations, including governance-aware handling of sensitive voice data and analytics for service improvement.
  • Managed vendors, budgets and delivery risks independently, ensuring solutions met client objectives, performance requirements and operational constraints.

Marketing & Communications Manager | Mitsubishi Motors Australia

2018-2019

  • Worked within a $40m budget to deliver national marketing campaigns with coordinated international marketing teams, agency engagement and delivery across television, digital, radio and press channels.
  • Managed and worked on Triton TVC with a budget of ~$1m for production.
  • Managed large-scale campaign budgets and production activities, ensuring compliance with automotive standards and internal governance requirements.
  • Worked with internal stakeholders and external agencies to deliver integrated campaigns aligned to brand, commercial and regulatory expectations, with executive-level reporting on campaign performance, risks and delivery milestones.

Digital Marketing Manager | Le Cordon Bleu Australia

2017-2018

  • Led digital strategy and campaign delivery for domestic and international education markets, aligning marketing activity with organisational growth objectives.
  • Increased year-on-year lead generation by 97% by redefining ad targeting, leveraging fresh creative and ad formats.
  • Established governance frameworks for social media and digital engagement, supporting compliance, brand protection and risk management.
  • Managed digital team focused on social media content, video and influencer marketing.
  • Delivered regular analytics and performance reporting to senior leadership and board-level stakeholders to support evidence-based decision-making.

2014-2017

  • Led digital platform, e-commerce and CRM initiatives across multiple brands, during the intensive acquisition stage.
  • Managed seven-figure digital marketing budget, delivering measurable increases in online revenue.
  • Grew online sales from $14m to over $30 through improved booking system user experience and increased online inventory availability.
  • Established and led an in-house digital team, reducing reliance on external suppliers and improving delivery capability.
  • Developed a national CMS and e-commerce platform to standardise online booking UI/UX for over 20 brands.
  • Grew email marketing database from ~300k to over a million subscribers with a structured email growth strategy.

Web Developer / Digital Marketing | Self-employed

2008-2014

  • Delivered web, mobile and digital marketing solutions for clients in tourism, hospitality and veterinary sectors.
  • Applied agile and emerging-technology approaches to deliver early-mover advantages and strong ROI.
  • Worked directly with clients to scope requirements, manage delivery and measure outcomes across digital channels.

Client Relationship Manager | Smart Solutions Group

2002-2008

Smart Solutions, part of Konica Minolta, specialised in SaaS systems for the creative workflows.

  • Managed client relationships and delivery for SaaS solutions supporting creative production and workflow management, acting as the primary liaison between business stakeholders and technical delivery teams.
  • Led business technology integration activities for national and international clients, ensuring solutions met operational requirements and minimised disruption to business-critical workflows.
  • Coordinated and supported large scale system rollouts across multiple locations, including high-pressure production environments, ensuring continuity of service and successful user adoption.
  • Delivered training, change support and stakeholder engagement to enable effective transition to new systems and processes.
  • Worked closely with senior client stakeholders to manage risks, resolve issues and ensure delivery outcomes aligned with business priorities.