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Oceania Marketing Group - Who We Are

MEET THE FOUNDER - KAREN LEWIS

20+ YEARS EXPERTISE IN GROWTH MARKETING | DIGITAL TRANSFORMATION | DIGITAL MARKETING | E-COMMERCE


DIGITAL AND GROWTH MARKETING EXPERT

Leading Growth, Digital Marketing, E-commerce & Digital Transformation. Karen is a passionate thought leader advocating positive customer-centric digital experiences resulting in a strong return on investment and growth of brands. She has operated as a digital industry board member, public speaker, mentor, and a champion for women in digital.
 

EXECUTIVE SUMMARY

Karen is an authentic data-driven digital thought leader, public speaker, and mentor who is an SME in SEO, E-commerce, Digital Strategy, Growth Marketing, Digital Marketing, Lifecycle Marketing, Marketing Automation, Customer and User Experience (CX/UX), and ROI delivery.

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A digital native with a strong background in web experience and SEO who has worked in the digital industry for over 18 years and represented the industry at the board level as Vice Chair of D+T Collective (formally AIMIA – Part of ADMA). With agency-side and client-side experience, she has worked across several verticals including Health & Disability (NDIS), Ecommerce, Retail, Financial Services, and Travel.​

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With extensive experience delivering B2B and B2C campaigns for Digital Adoption, Onboarding, Engagement, Relationship, Acquisition and retention campaigns.

 

Karen is an advocate for female leaders while being actively involved with associations such as Women in Digital as a mentor and judge for the “Women in Digital” Awards

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KEY ACHIEVEMENTS 
 

  • Advisor to the Australian Government advising on how to become a Digital Economy

  • Represented the Digital Industry at the board level as Vice Chair of D+T Collective (Part of ADMA)

  • Nominated "Women in Digital - Digital Leader of the Year (2019)"

  • Built digital capability in-house (grew team from 2 to 8 in 7 months) and removed reliance on external agency reducing digital advertising spend by $200k a year while growing  revenue from organic channels to $500k per quarter

  • Successfully led and delivered digital transformation projects for a major financial services company. New website awarded "Best UX in Life Insurance" award (2014)

  • Fostered and developed innovation programs in multiple roles as well as growing UX/CX capability and developing a Human Centered Design (HCD) approach

  • Grew SEO and Analytics commercial offering increasing billings to $800k in six months for Digital Agency

  • 2020 judge for "Canva Digital Marketer of the Year" for the Women in Digital awards

EXPERIENCE 

2022 - Date

CEO/OWNER

Oceania Marketing Group

Strategic Marketing Consultancy Firm
Australia 

Empowering businesses to scale through data-driven digital marketing strategies, Oceania Marketing Group specialises in B2B and B2C growth, customer acquisition, and retention. With expertise in paid advertising, SEO, content marketing, social media, and conversion optimisation, we craft high-impact campaigns that attract and retain valuable customers. Our approach combines data analytics, automation, and strategic positioning to ensure sustainable growth in competitive markets.

2023 - Date

OWNER 

Monsta Media Moreton Bay

Digital Marketing Agency
Australia 

Monsta Media Moreton Bay is a Brisbane-based agency dedicated to helping small and medium businesses thrive through innovative digital strategies My focus is on driving measurable success by transforming how businesses engage with customers.

Expertise & Specialisations:
Social Media Management:
Lead Generation
Paid Advertising: Facebook, Instagram, and Google Ads. 
Digital Marketing Strategy Development

Website Design & SEO

2018 - 2024

Founding Partner Digital Marketing, Transformation, Change Management

Scalenow & ScalenowAI

Digital Transformation and Cloud Transformation Consultancy
Australia 

As a consultant in enterprise cloud transformation, I have worked with a consortium of like-minded professionals, leveraging collective expertise to drive business and technology acceleration in rapidly evolving environments. My expertise in IBM Cloud products has enabled organisations to seamlessly integrate distributed technology owners, maximising business decisions and ensuring ROI through data-driven strategies.

I have led enterprise Agile and digital transformation initiatives, guiding businesses from adoption to maturity, and delivering cloud FinOps solutions to optimise financial and operational efficiency. Through a data-driven approach, I have helped organisations align business, technology, and investment strategies, ensuring sustainable growth and innovation.

2022 -2023

HEAD OF DIGITAL, MARKETING & BRAND

HICAPS (Part of NAB)
 

Health claiming technology company, part of NAB

250+ Employees

Reporting into CGO

Australia 

As the Head of Digital, Marketing & Brand at HICAPS from 2022 to September 2023, I successfully led and defined comprehensive marketing and digital strategies that significantly enhanced the brand's position and customer value proposition. My expertise in developing a unified experience across terminal and digital claims resulted in streamlined processes and improved customer satisfaction. I effectively managed advertising and growth metrics, focusing on customer acquisition, retention, and loyalty, while also spearheading initiatives to penetrate new markets. My commitment to creating an omnichannel experience for customers has positioned HICAPS for continued success in the evolving digital landscape.

2021 -2022

HEAD OF GROWTH MARKETING

HIREUP
 

SASS Technology platform in the Disability sector

250+ Employees

Reporting into COO

5 Direct reports

Australia

In a leadership role focused on driving substantial growth, I achieved a remarkable 4X increase in key metrics through strategic digital advertising and enhanced digital experiences. I spearheaded growth marketing and audience strategies, leveraging both organic methods—such as content, SEO, and CRO—and paid digital initiatives, alongside exploring affiliate opportunities and customer data-driven acquisition projects. I successfully managed the MarTech roadmap and collaborated with CRM Data, and Product teams to develop an effective audience segmentation strategy that maximized conversion rates and ROI. Additionally, I took ownership of the app acquisition strategy, optimising both paid efforts and ASO while implementing onsite experimentation to boost CRO. My efforts improved website visibility by 20% through targeted SEO strategies, expanded our in-house digital team from 3 to 7 members within a year, and effectively managed the go-to-market plan across all states. Furthermore, I oversaw the digital marketing budget and provided financial reporting to the C-Suite and the Board, demonstrating my expertise in both management and strategic delivery.

2017 - 2022

VICE CHAIR & BOARD MEMBER 

D+T Collective (Part of ADMA)
 

Australian Digital Association

200+ Employees

Sydney, Australia

With a proven track record in leadership, I have successfully spearheaded initiatives that significantly enhanced digital talent membership, leading to a remarkable revenue increase of over 30% through the reformatting of the prestigious AMY awards. My efforts in creating impactful Digiday events have not only strengthened brand presence but also resulted in a 15% growth in social media following. As a representative of the Digital and Technology industry at the board level, I redefined AIMIA's brand and proposition while effectively managing board operations and supporting the Chairman. Additionally, I serve as an advisor to the Australian Government, providing strategic insights for the development of Australia's Digital.

2017- 2020

HEAD OF DIGITAL & E-COMMERCE 

Salmat/NetStarter
 

Digital and E-commerce Agency

4,000+ Employees

Reporting into GM - Marketing Solutions

9 Direct reports

Sydney, Australia 

A seasoned digital agency leader, I specialise in driving data-driven digital marketing, eCommerce, and customer experience (CX) strategies. I have successfully built and managed a full-service digital agency, integrating Human-Centred Design (HCD) principles into UX/UI strategy while enhancing analytics and insights capabilities to inform smarter marketing and eCommerce solutions.

My leadership in digital transformation includes developing proprietary data strategies within a Data Management Platform (DMP) to optimise audience segmentation and monetisation. I have led end-to-end digital strategy for eCommerce, overseeing UX design, external system integrations (POS, email marketing, and payment gateways), and go-to-market execution—delivering over 40% brand awareness growth through data-driven marketing and PR.

With expertise in customer segmentation and omnichannel marketing, I have driven business growth by leveraging insights to enhance digital touchpoints, optimise B2B and B2C strategies, and expand revenue streams. I have also played a key role in digital product innovation, spearheading the launch of the Lasoo Voice application in partnership with Google and managing the digital product roadmap for Lasoo.

As a respected keynote speaker and mentor, I advocate for UX, data-driven experiences, and digital innovation. I have successfully managed P&L across multiple business units, reducing costs by 15% through offshore efficiencies, while overseeing SEO/SEM, CRO, email, analytics, and web development. Additionally, I have fostered strong vendor relationships with AWS, Google (BigQuery, Adwords, Analytics), Magento, and BigCommerce, ensuring best-in-class digital solutions.

My expertise lies in scaling digital and eCommerce businesses, optimising operational efficiencies, and aligning data-driven marketing strategies with business growth objectives.

2016 - 2018

HEAD OF DIGITAL 

Employsure
 

Professional Services (HR Law)

800 Employees

Reporting into the Commercial Director

6 direct reports

Sydney, Australia 

A proven digital leader, I have been the custodian of a $4.5M/month revenue channel, managing a $500K ad spend focused on lead generation and market expansion. I successfully brought Paid Search capability in-house within six months, enhancing internal expertise across product design, UX, lifecycle marketing, SEO, and social audience marketing.

I have led digital transformation initiatives, overseeing P&L and a multi-million-dollar digital marketing budget while consistently driving positive ROI and market share growth. As a key driver of digital strategy and transformation, I collaborated closely with the Solutions IT team to align technology with strategic business objectives and shared thought leadership across a global organisation.

Leveraging data-driven insights, I implemented a social, content, and SEO strategy that generated $600K in monthly organic revenue growth. Additionally, I onboarded and championed Salesforce Marketing Cloud to operationalise sales across acquisition and retention channels, streamlining marketing automation and lead nurturing campaigns.

With deep expertise across CRO, personalisation, and retargeting, I have managed all digital channels to optimise customer relevance and engagement. My ability to integrate technology, analytics, and marketing strategy has driven scalable, high-performing digital solutions that enhance both B2B acquisition and retention strategies.

2016 - 2016

HEAD OF DIGITAL 

MetLife (Contract)

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Life Insurance Company

58,000+ Employees

Reporting to Chief Customer Officer

3 direct reports

Sydney, Australia 

I have driven data and insights enhancement across the business, enabling more informed strategic direction for digital design projects and marketing initiatives. As a key contributor to the innovation program, I defined the B2C marketing strategy, aligning local digital strategy with a global digital roadmap to ensure consistency and scalability.

By leveraging customer data and behavioural analytics, I enhanced digital touchpoints to optimise marketing effectiveness and improve customer engagement. I played a pivotal role in strengthening business-technology relationships, ensuring seamless integration of IT solutions to support customer needs and drive business growth.

I developed capabilities in UX design and prototyping, enabling customer testing and digital innovation, while also leading the development of retail insurance digital experiences with eCommerce functionality in compliance with PCI standards. My contributions to the Innovation Framework and customer research strategy reinforced a customer-centric, digitally enabled business approach.

Through digital consultation and strategic support, I guided the business in adopting design thinking and digital service design, particularly in launching a retail channel for new products. By working closely with internal and external partners, I ensured the development and execution of data-driven marketing strategies that maximised ROI and business impact.

2014 - 2016

SENIOR MANAGER - WEB AND MOBILE DEVELOPMENT 

TAL

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Life Insurance Company

5,200+ Employees

Reporting to Chief Innovation Officer

Sydney, Australia 

I led the redevelopment of a traditional brochure-ware website into an adaptive, responsive platform, significantly improving user experience. This transformation resulted in an 80% increase in traffic, a 200% rise in mobile engagement, and substantial community growth (Facebook x10, Twitter x6, LinkedIn x2).

As part of a mid-market go-to-market strategy, I enabled the straight-through purchasing of policies online, streamlining the digital sales funnel. By leveraging customer touchpoint data, I developed key strategic insights to inform more effective marketing strategies across the business.

I spearheaded the “Voice for Life” content strategy and blog, which attracted 80K unique visitors, while also creating an enterprise digital roadmap to align business-wide digital activity and ensure a W3C-compliant rebrand. I championed Agile maturity, implementing SCRUM methodology to enhance project execution.

As the lead for Digital & Content Strategy at TAL.com.au, I influenced C-suite decision-making, driving the successful Enterprise Self-Service and Digital Transformation project. My leadership in customer journey mapping, digital design, and re-platforming led to an award-winning website for best user experience.

Managing relationships with senior stakeholders, sponsors, and Deloitte, I ensured optimal commercial outcomes and developed a full personalisation strategy from persona development to digital execution. I also initiated a Data-Driven Continuous Improvement program, embedding insights into ongoing digital marketing strategies.

Additionally, I authored the key digital acquisition strategy for TAL’s online presence, leading the Direct-to-Consumer brand proposition, balancing ROI with customer-centricity. My expertise in Sitecore 8 CMS, Social Listening, Adobe Experience Manager, and Adobe Analytics enabled advanced personalisation and digital engagement strategies.

2020

MARKETING WEEK - MINI MBA MARKETING

Mini MBA in Marketing (MBA)

Sydney, Australia 

2015

SCRUM ALLIANCE

Certified SCRUM Master (CSM)

Certified Product Owner (CSPO)

Sydney, Australia 

2015

NOVOED

Design Kit: The Course for Human-Centred Design (HCD)

Sydney, Australia 

2011

INSTITUTE OF VOCATIONAL DEVELOPMENT

Marketing Diploma

Sydney, Australia

1999 - 2003

UNIVERSITY OF HUDDERSFIELD

Interactive Multimedia 2:1

(BA Hons) Bachelor of Arts

Huddersfield, UK

EDUCATION

​SKILLS
 

  • E-commerce

  • Digital Transformation

  • Digital Marketing

  • SEO & CRO

  • Content Marketing

  • Leadership 

  • Data Analytics

  • SEM, PPC, Paid Social

  • Digital Strategy 

  • UX and CX

  • B2B and B2C marketing

  • Marketing Automation

  • CRM Marketing 

  • Persona Development

  • Customer Journey Mapping 

  • Email Marketing

  • P&L and financial management, forecasting and reporting

  • Stakeholder management 

  • Team management

​TECHNICAL SKILLS

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  • Google Analytics

  • Sitecore

  • E-commerce - Magento, Shopify, BigCommerce, WIX

  • Adobe Experience Manager

  • Salesforce CRM 

  • Salesforce Marketing Cloud

  • Web Server Admin

  • Adobe Analytics

  • Tableau

  • Lotame

  • CRO, A/B & MVT - Optimizley, AB Testy

  • Marketo

  • Word, PowerPoint, Excel

  • Hootsuite

  • Google Adwords

  • Facebook Ad Manager

  • Google Tag Manager

  • Agile

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PUBLICATIONS: THOUGHT LEADERSHIP & PR 

Marketing & Consumer Behaviour Insights

Digital Marketing & E-Commerce Strategy

Payment & Consumer Spending Trends

Influencer Marketing & Brand Positioning

Consumer Psychology & Retail Trends

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