Global Technology Leader | Seasoned Startup & Board Advisor | Formerly at Amazon, Zillow, Lending Tree

I never set out to be a personal brand. I have always seen myself as an operator and partner to other people’s projects, not someone who needs the spotlight.

I also know what it feels like to have a strong track record and still feel invisible.

For more than fifteen years I worked inside large organisations. At Amazon in the United States, United Kingdom and Australia I led sales, marketing and partnerships. I helped launch private brands, build small business innovation programs and grow advertising and search products across regions. At a global music and media company I led streaming and commercial partnerships around music and film catalogues, working closely with artists, managers and platforms.

I was proud of the work. We launched real products, moved real numbers and helped brands grow. But outside those walls none of that automatically translated into the next opportunity. Titles and logos only tell part of the story.

Returning to Sydney, I shifted from large company roles into building systems directly around creators and smaller teams. I work with podcasters, musicians and direct to consumer brands on the unglamorous pieces that actually drive growth. Planning topics. Turning long form video into short form clips. Tightening hooks, captions and calls to action. Building simple engines that make consistent content and audience growth possible.

In parallel I do what I used to do at Amazon and AWS, now with modern tools. I design revenue and marketing systems powered by AI, Zapier and automation. Lead capture, messages, tagging, reporting, content calendars, launch plans. All the operational plumbing that lets teams scale without burning out. I am familiar with the major content creation tools and with implementing digital transformation strategies that stick.

The common thread is simple. There are capable and humble people doing good work who are overlooked because their sales, marketing and content systems are weak or missing. They do not need viral fame. They do need a clear story, a repeatable way to show up and operations that hold together when things get busy.

That is what I help with now.

Building sales and marketing playbooks from first touch to close.
Turning podcasts, video and expertise into consistent content that drives enquiry.
Using AI and automation to remove manual work and give leaders clear numbers.

If you are in Sydney or remote and you are trying to grow revenue, sort out your marketing or figure out where AI and automation fit into your business, send me a message and tell me what you are working on.

Chadd SJ Ciccarelli

Strategic initiative coordinator for Luxottica, a global retail leader, automating their workforce planning processes. Additionally, serving as a strategic advisor to ReEnergized, a US-based wellness start-up, helping build its market presence within the recovery therapies industry. 
Founded and operating a successful e-commerce platform and two popular podcasts. Skilled in business strategy, content creation, product design, and podcasting. Committed to enhancing quality of life through innovative and creative ventures.

Entrepreneur

Accolade Wines

𝐑𝐄𝐒𝐏𝐎𝐍𝐒𝐈𝐁𝐈𝐋𝐈𝐓𝐈𝐄𝐒
𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐲: Architected and implemented the data strategy aligning with global business objectives
𝐋𝐞𝐚𝐝𝐞𝐫𝐬𝐡𝐢𝐩: Led end-to-end data projects influencing cross functionally across the business and delivering updates to the Data SteerCo through showcases 
𝐂𝐫𝐨𝐬𝐬-𝐅𝐮𝐧𝐜𝐭𝐢𝐨𝐧𝐚𝐥: Fostered synergies between Business Units, ensuring alignment with data solution integration
𝐓𝐞𝐚𝐦 𝐂𝐮𝐥𝐭𝐢𝐯𝐚𝐭𝐢𝐨𝐧: Championed a high-achieving Data Analytics team, instilling a culture of collaboration, autonomy, recognition, empowerment and respect
𝐒𝐭𝐞𝐰𝐚𝐫𝐝𝐬𝐡𝐢𝐩: Established robust Data Governance, including policy establishment, data quality, integrity, and compliance
𝐃𝐞𝐦𝐨𝐜𝐫𝐚𝐭𝐢𝐬𝐚𝐭𝐢𝐨𝐧: Empower stakeholders with effortless, anytime, anywhere access
𝐃𝐞𝐜𝐞𝐧𝐭𝐫𝐚𝐥𝐢𝐬𝐚𝐭𝐢𝐨𝐧: Promoting team self-sufficiency, fostering agility and innovation
𝐕𝐞𝐧𝐝𝐨𝐫𝐬: Collaborated with vendors for cost-effective data solutions 

𝐀𝐂𝐇𝐈𝐄𝐕𝐄𝐌𝐄𝐍𝐓𝐒
𝐒𝐭𝐞𝐞𝐫𝐢𝐧𝐠 𝐂𝐨𝐦𝐦𝐢𝐭𝐭𝐞𝐞: Established and led committee providing strategic direction and oversight
𝐂𝐡𝐚𝐧𝐠𝐞 𝐌𝐚𝐧𝐚𝐠𝐞𝐦𝐞𝐧𝐭: Guided individuals and teams through seamless transitions, fostering stakeholder engagement and innovation
𝐓𝐫𝐚𝐢𝐧𝐢𝐧𝐠 𝐏𝐫𝐨𝐠𝐫𝐚𝐦: Developed and executed a bespoke Global program benefitting 300 users 
𝐃𝐚𝐭𝐚 𝐂𝐮𝐥𝐭𝐮𝐫𝐞: Spearheaded establishment of Data Guild, sustaining data-centric culture
𝐓𝐫𝐚𝐧𝐬𝐟𝐨𝐫𝐦𝐚𝐭𝐢𝐨𝐧: delivering actionable insights through global projects for numerous areas of the business (Marketing, Sales, Finance, Category, HR…etc)
𝐆𝐨𝐯𝐞𝐫𝐧𝐚𝐧𝐜𝐞: Implemented an endorsement process ensuring everyone focused on key reports that align with company-wide KPIs 
𝐏𝐨𝐫𝐭𝐚𝐥: Pioneered web portal housing Dashboards, training materials, KPI definitions, and data dictionary
𝐄𝐟𝐟𝐢𝐜𝐢𝐞𝐧𝐜𝐲: Developed framework addressing friction points, enhancing workflow efficiency

Director of Insights and Analytics

Qantas

𝐑𝐄𝐒𝐏𝐎𝐍𝐒𝐈𝐁𝐈𝐋𝐈𝐓𝐈𝐄𝐒
𝐋𝐞𝐚𝐝𝐞𝐫𝐬𝐡𝐢𝐩: Executed the Digital Transformation strategy, aligning metrics with evolving business strategy and customer behaviour, resulting in a $4B revenue increase
𝐓𝐞𝐚𝐦 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭: Nurtured and grew a dynamic team of 15 members
𝐂𝐡𝐚𝐧𝐠𝐞 𝐌𝐚𝐧𝐚𝐠𝐞𝐦𝐞𝐧𝐭: Executed a comprehensive training program, upskilling 250 individuals in the Digital Tribe
𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐢𝐜 𝐏𝐥𝐚𝐧𝐧𝐢𝐧𝐠: Successfully delivered the “Digital Voice of the Customer” Strategy plan in a 6 month timeframe
𝐈𝐧𝐧𝐨𝐯𝐚𝐭𝐢𝐨𝐧: Successfully managed the implementation of forward outlook across all devices
𝐀𝐠𝐢𝐥𝐞 𝐅𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤: Championed and executed the establishment of a robust hosting infrastructure, ensuring a resilient and high-performance digital environment
𝐏𝐫𝐨𝐣𝐞𝐜𝐭 𝐌𝐚𝐧𝐚𝐠𝐞𝐦𝐞𝐧𝐭: Streamlined digital projects, leading to a $43M incremental revenue

𝐀𝐂𝐇𝐈𝐄𝐕𝐄𝐌𝐄𝐍𝐓𝐒
𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐢𝐜: Engineered a measurement framework, contributing $60M incremental revenue
𝐏𝐚𝐫𝐭𝐧𝐞𝐫𝐬𝐡𝐢𝐩: Provided analytical support for a Meta Search Engine partnership, contributing to a collaboration exceeding $100M
𝐃𝐢𝐬𝐫𝐮𝐩𝐭𝐢𝐨𝐧: Supported the establishment of a new industry-led disruptive distribution model, resulting in $500M cost savings
𝐒𝐭𝐞𝐰𝐚𝐫𝐝𝐬𝐡𝐢𝐩: Established robust governance resulting in efficiencies of $5M p.a.
𝐎𝐮𝐭𝐜𝐨𝐦𝐞-𝐃𝐫𝐢𝐯𝐞𝐧: Spearheaded an outcome-driven culture prioritising results and innovation
𝐃𝐚𝐭𝐚 𝐀𝐧𝐚𝐥𝐲𝐭𝐢𝐜𝐬: Real-time dashboards on global KPIs, enhancing data-driven decision-making

Head of Digital Performance

Telstra

𝐑𝐄𝐒𝐏𝐎𝐍𝐒𝐈𝐁𝐈𝐋𝐈𝐓𝐈𝐄𝐒
➤ Led the Performance of Channel Management (contract role)

𝐀𝐂𝐇𝐈𝐄𝐕𝐄𝐌𝐄𝐍𝐓𝐒
➤ Optimised partner remuneration structures across diverse customer segments
➤ Conducted thorough reviews of contracts and channel economics

Senior Manager

Twitter

𝐑𝐄𝐒𝐏𝐎𝐍𝐒𝐈𝐁𝐈𝐋𝐈𝐓𝐈𝐄𝐒
➤ Oversaw the Sales Finance team for EMEA markets

𝐀𝐂𝐇𝐈𝐄𝐕𝐄𝐌𝐄𝐍𝐓𝐒
➤ Spearheaded a remarkable +35% revenue growth and achieved an annual increase of +11% in monthly active users
➤ Innovatively designed a game-changing segmentation strategy for approximately 200 clients, significantly enhancing marketing strategies
➤ Collaborated with Managing Directors to align on revenue growth plans and streamline resource management
➤ Successfully expanded into three emerging markets, taking charge of financial planning and analysis
➤ Optimised team hierarchy, agency allocation, commission plans, and targets to ensure peak performance

Head of EMEA Analytics

Amazon.co.uk

𝐑𝐄𝐒𝐏𝐎𝐍𝐒𝐈𝐁𝐈𝐋𝐈𝐓𝐈𝐄𝐒
➤ Conducted in-depth performance analysis for EU Display Advertising teams, providing valuable insights for strategic enhancements

𝐀𝐂𝐇𝐈𝐄𝐕𝐄𝐌𝐄𝐍𝐓𝐒
➤ Enhanced inventory utilisation rate by +9% through the implementation of dynamic pricing models aligned with supply dynamics
➤ Spearheaded the automation of the EU billing process, resulting in an impressive +18% improvement in productivity
➤ Carried out a thorough evaluation of the competitor landscape, providing invaluable insights for new product development initiatives

Head of EU Data Insights

Five

𝐀𝐂𝐇𝐈𝐄𝐕𝐄𝐌𝐄𝐍𝐓𝐒:
➤ 𝐑𝐞𝐠𝐮𝐥𝐚𝐭𝐨𝐫𝐲 𝐏𝐫𝐨𝐣𝐞𝐜𝐭 𝐌𝐚𝐧𝐚𝐠𝐞𝐦𝐞𝐧𝐭: Successfully led a company-wide project for an external regulator.
➤ 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐢𝐜 𝐁𝐮𝐬𝐢𝐧𝐞𝐬𝐬 𝐏𝐥𝐚𝐧𝐧𝐢𝐧𝐠: Updated the 15-year Business Plan for budget alignment.
➤ 𝐅𝐢𝐧𝐚𝐧𝐜𝐢𝐚𝐥 𝐋𝐞𝐚𝐝𝐞𝐫𝐬𝐡𝐢𝐩 𝐚𝐧𝐝 𝐌𝐞𝐧𝐭𝐨𝐫𝐬𝐡𝐢𝐩: Mentored Accountants in financial planning and modelling.
➤ 𝐌𝐚𝐫𝐤𝐞𝐭 𝐀𝐧𝐚𝐥𝐲𝐬𝐢𝐬 𝐚𝐧𝐝 𝐂𝐨𝐦𝐩𝐥𝐢𝐚𝐧𝐜𝐞: Monitored Public Service Broadcaster commitments, assessed advertising market.
➤ 𝐃𝐚𝐭𝐚-𝐃𝐫𝐢𝐯𝐞𝐧 𝐃𝐞𝐜𝐢𝐬𝐢𝐨𝐧 𝐌𝐚𝐤𝐢𝐧𝐠: Analysed digital metrics for program development and business propositions.

𝐀𝐂𝐇𝐈𝐄𝐕𝐄𝐌𝐄𝐍𝐓𝐒
➤ Developed a global product lifecycle tool, enhancing tracking of product performance from introduction to maturity.
➤ Mentored and fostered the professional growth of two Qualified Accountants in financial planning and analysis.
➤ Led the design and implementation of an automated forecasting tool, improving efficiency and accuracy.
➤ Created a database tool for benchmarking products against competitors, informing strategic decisions.
➤ Constructed a real-time Daily Sales Report, facilitating proactive decision-making by highlighting opportunities and risks.

Senior Business Manager

Senior Finance Manager

Finance Manager

Insolvency Manager

Innovative and results-driven Director with 20+ years in Data Analytics, Strategic leadership, stakeholder collaboration and change management at global well-known companies; Qantas, Amazon, and Twitter. Adaptive, working in blue-chip and startup companies across various industries (FMCG, eCommerce, Aviation, Social Media) with revenues up to $400B. Proven track record of catalysing growth, and fostering knowledge sharing for team and business development

Also, sideline podcast producer and host 🎧🎙

taplio

The Battle

Chadd SJ Ciccarelli

𝐊𝐞𝐯𝐢𝐧 𝐏𝐢𝐭𝐭𝐚𝐰𝐚𝐲

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