Planned and coordinated diverse portfolio of projects and digital initiatives as an independent
consultant, delivering business transformation and capability growth.

Key Projects

Trainsmart Australia (March - May 2021)
• Developed national multichannel marketing strategy, established KPI's and reporting
• Designed and implemented demand generation strategy, reducing CPA by ~90%.

Department of Education (December 2020 - October 2021)
• Coordination for improvement project for information management practice
• Consolidation and restructuring of digital content to central repository
• Planning and delivery of professional development to internal stakeholders

BTP Group / Ausdrill Mining (June 2019 - December 2019)
• Planned and delivered sales enablement project, transforming collateral from print to digital,
implementing a digital performance analytics strategy.
• Developed and implemented demand generation strategy, focused on profile enrichment to
enhance sales prospecting, and reve

• Led strategic communications and digital strategy planning and service delivery.
• Stakeholder management, internal communications and community engagement

• Led remote teams for client service delivery (WA, SA and NT)
• Designed and implemented service delivery standards, business systems and procedures

• Led team to deliver program of community events and destination tourism campaigns
• Coordinated logistics and risk management for large scale public fireworks during event
• Engaged with industry, stakeholders and community to strengthen partnerships

• Planned and implemented tools and processes to improve cross-functional collaboration
• Led planning, redesign and implementation of corporate intranet project to improve knowledge
management practices, records compliance and customer service performance metrics

Joff Crabtree CPM

Digital experience specialist and lifelong learner. Bridging technical and non technical teams to deliver great outcomes