Clever Conversions

Founder & Lead Consultant

Australian D2C Brands

As an eCommerce Growth Advisor, I specialise in assisting Australian D2C businesses in a partnership model that includes a blend of strategy and execution.

This support can range from a singular transformation project to an ongoing advisory role.

PODCASTS & WEBINARS
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eCommerce Australia: https://t.ly/rmlWz
Add To Cart Campus w/Nathan Bush - Lunch n Learn: https://t.ly/JiP7O
VWO: https://tinyurl.com/yf6vu7fh
More2Marketing: https://t.ly/pWap1

eCommerce Growth Advisor

Optus

- Product Owner leading a team of 10, directly responsible for the app's recharge purchase funnel, generating over $300 million annually.
- Established the first company-wide A/B testing program for the My Optus App.

Digital Product Owner - Optus Mobile App (Prepaid)

As the eCommerce Manager, I led a squad of 10, focusing on strategy, driving business results, and delivering exceptional customer experiences.

In this role, I achieved 3 x consecutive years of year-on-year growth and was awarded the prestigious #1 Club Award for the top 1% of sales performers company-wide.

Senior eCommerce Manager (Prepaid)

• Direct accountability for the prepaid device P&L of $70m+ revenue
• Managed profitable growth of the Optus portfolio achieving the highest market share in over 3 years
• Marketing lead for vendor negotiations, working with partners to deliver pricing, rebates and marketing plans which gave Optus a competitive advantage in the market

Product Manager - Prepaid Devices

•  Go-to-market leader, successfully launching over 30 devices with major brands including Apple, Samsung, Nokia, Blackberry, Motorola, Huawei and many more.
• Led cross-functional teams to develop and execute device launch plans 
• Recipient 2011 Consumer Marketing Award
• Member of the 2012 Aspiring Leaders Program

Marketing Executive - GTM Postpaid Devices

• Assistant Manager for Optus' 2010 Football marketing communications campaign
• Optus' largest campaign of the year including television commercials, PR, social media, outdoor, direct mail, events, hospitality, print, catalogue and in-store advertising
• Direct accountability for the management and execution of the online strategy, SBS partnership, Sydney Festival of Football partnership and all FIFA marketing communications

Check-out this amazing TV ad we created with our agency partners M&C Saatchi!

Sponsorship Executive - Football

Marketing Graduate - Customer Marketing

Football Jerseys Online

Founder & Chief of Everything (Side Hustle)

Lion Co

Credit Executive - Major Accounts and Wine

As Lead Consultant at Clever Conversions, I help Australian eCommerce brands boost conversion rates and improve user experience through:

1. In-depth Audits

2. High-Converting Landing Pages

3. Strategic A/B Testing

I'm passionate about helping brands understand their customers and use data to drive growth, and I've been fortunate enough to share my insights as a guest on the following podcasts.

- eCommerce Australia
- Experiment Nation 
- VWO 
- More2Marketing

I've also run workshops for the ADD TO CART Campus and ECOM100 Communities.

WHAT BRANDS SAY
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"Ilan has effectively enabled us to fast track our business by bringing years of real-world experience into our business overnight." 

- Jim Holliday, Sharkskin International

”…any organisation looking to boost its eCommerce performance would benefit immensely from having him part of the team. He is a proven asset when it comes to driving sales growth.” 

- Maurice McCarthy, Managing Director, Customer Success, Optus

"This was definitely money well spent for us" 

- Chris, Owner, Blissful Little Home

WANT TO LEARN MORE?
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Book a complimentary website review, and we’ll show you how our blend of data insights, marketing strategies, and user experience principles can create a measurable impact for your brand.

Get in touch by clicking the link at the top of my profile or via DM.

Ilan Hurwitz

Veena Gandhi

Digital Street Australia

Founded and scaled a profit-first eCommerce growth agency in Australia working with brands globally.

We help 7-9 figure DTC brands drive sustainable profit growth through holistic, data-driven marketing strategies and world-class creative. With a proven track record of generating over $250 million in revenue from Meta and Google ads, we specialize in optimizing revenue and reducing customer acquisition costs (CAC) for ambitious brands.

• Generated over $250 million in revenue for clients through Meta and Google ads
• Implemented successful Influencer Marketing & Whitelisting Systems for brands like BeautyStat, Euclove, and The PetLab
• Mentored 25 eCommerce businesses to profitability
• Provide training on Meta, Google & TikTok ads to agencies and marketers
• Host of "Beyond the Cart: An eCommerce Growth Series" podcast, featuring industry experts and thought leaders
• Work with clients globally US, UK, AU, NZ, AMEA

Growth Marketer I Data Driven Strategist I  eCommerce Agency Owner 

Inspiring Rare Birds

Mentoring e-Commerce businesses scale with digital marketing- with emphasis on website conversions, Facebook & Google Ads

Mentor

AC Nielsen & IPSOS

Delivered market research reports & analyses for global studies, with particular care on cultural & linguistic nuances for research companies & clients. These projects typically involve ethnographic explorations, insight mining, white space analyses, concept studies etc.  Some of the projects worked on:

a)	Understanding Beauty perception amongst with special reference to skin whitening products. Client Estee Lauder. Region Saudi Arabia & Kuwait

b)	comprehensive Brand Health Survey (BHS) for brand Yardley. Region: Middle East


c)	Brand Acceptance of Almarai in Jordan in fresh dairy category

d)	Interpret Vodafaone Brand personality Region: Qatar

Projects with IPSOS, MENA

a) Managing local, regional and global market research projects in brand research, segmentation, concept, product and communication (including ads) testing with main focus on FMCG and tobacco.

Freelance Qualitative Researcher

Leo Burnett

Brands Managed: 
Coca Cola Juices: Maaza, Minute Maid - Pulpy Orange and Nimbu Fresh
GMR Sports (IPL Team Delhi Daredevils)

• Launched Minute Maid Pulpy Orange in 2007 and Minute Maid Nimbu Fresh in 2010 - Key Member of strategic development team; directed creative development of the launch campaign. Received the Creative & Marketing Excellence Award from Coca Cola HQ 
• Also partnered with various agencies (media, outdoor, visual merchandising & digital) and spearheaded these agencies during the launch
• Maaza: Understanding, analyzing & providing strategic & communication solutions for brand Maaza
• Also involved in celebrity management  from negotiating his fee to drawing up his contract
• GMR Sports (Delhi Daredevils): Launched this IPL team with strategic contributions from name development to communication for first 3 seasons
• Work on pitches regularly, have won new businesses for the agency

Brand Director

FCB Ulka

Brands Managed: 
Naukri.com, Jeevansathi.com and 99acres.com
Godfrey Philips India - Cavanders and North Pole
Dabur Juices - Coolers 

• Part of the team that developed award winning campaigns for Naukri.com (Hari Sadu) and Jeevansathi.com
• Managed dark media advertising (for Godfrey Philips’ tobacco brands) - implemented multiple successful promotions for GPI across India

Account Supervisor

McCann Erickson

Brands Managed: 
LG: Corporate and Washing machines 
New Business Pitches

Founder & CEO Digital Street AU. eCommerce Growth Agency.💰Profitably Scaling D2C Brands in the US, UK, AU, EMEA with Conversion-led Strategies. Driven by Creative.

We help 7-9 figure D2C brands drive sustainable profit growth through a holistic, data-driven approach to eCommerce marketing.

Our proprietary ARDF Model (Acquisition, Retention, Data Analysis, Forecast) sets us apart:

- Acquisition: We create unique, brand-tailored ads to acquire customers profitably.
- Retention: We implement strategies to boost customer loyalty and lifetime value.
- Data Analysis: We leverage expert consulting and unparalleled data insights for long-term success.
- Forecast: We ensure profitable scaling through accurate forecasting.

Key achievements:
• Generated over $250 million in revenue from Meta and Google ads
• Helped over 200 eCommerce stores become profitable
• Reduced CAC by 22% for BeautyStat through whitelisting ads
• Increased profit by 43% for Euclove while tripling paid ad spend
• Increased ad spend by 326% while decreasing CAC 33% in just 4 months
• Successfully Implemented Influencer Marketing & whitelisting ads (most Aussie agencies will need to Google this term) for over 12 brands including The PetLab, Euclove, BeautyStat, AFFY jewellery, SpiceCraft AU

My agency, Digital Street Australia, offers a comprehensive suite of services designed to scale DTC brands profitably:

• Revenue-driven growth strategies
• Meta, Google & TikTok ad optimization
• Influencer marketing & whitelisting systems
• In-house creative production & UGC generation
• High-converting landing page design
• Post-purchase survey implementation
Brands I've worked with include Elizabeth Arden, Jurlique, Neutrogena, ClassPass, and The Coca-Cola Company.

Industry recognition:
• Speaker at Digital Marketers Australia
• Featured in Digital Marketer

I'm also the host of "Beyond the Cart: An eCommerce Growth Series" podcast, where I interview industry experts on topics like profitably forecasting & scaling ads. Recent guests include Matt Putra, Carla Kahn, and Danil from Insense.

Ready to drive profitable growth for your D2C brand? Let's connect.

Email: hello@digitalstreetau.com
YouTube: https://youtube.com/@digitalstreetau1202

Growth Marketer Data Driven Strategist eCommerce Agency Owner 

After having spent over 10 years with global advertising & research giants (read Leo Burnett, McCann, A.C Nielsen, Ipsos) on multi-million dollar brands (Hewlett Packard, Minute Maid Juices, Indian Premier League, Estee Lauder... does this list get any better!), I know exactly the demands of brands and the pains of an agency. Plus embarking off on  two diverse entrepreneurial ventures (E-Com and education related), in the Middle East, I started with Digital Street AU. At Digital Street AU, my objective is to help eCommerce stores scale with digital solutions in the space of Facebook Ads and Google Ads Network (AdWords, Display Network, YouTube). It's not easy to run an eCommerce store and manage your digital marketing as well and with my experience and expertise I help agencies just do that. So if you are a business, looking to scale but don't have time or marketing expertise feel free to get in touch. Based in the cultural capital of Australia, Melbourne, Digital Street AU services clients globally 

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The Battle

Ilan Hurwitz

Veena Gandhi 🔥

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