Irina Hayward

Sydney, Australia Australia

Head of Digital & Direct Strategy at BMF Australia

Advertising / Marketing / PR

Accomplished B2C/B marketing professional with over 19 years broad financial marketing experience, client and agency side including: strategic planning, interactive marketing across full channel mix with key focus on ROI. Specialising in digital & social effectiveness including customer contact framework and segmentation strategy. Driven by customer insights through testing and integrated channel optimisation. Specialties: - B2C and B2B acquisition & retention focus - Developing and driving marketing strategy that has exceeded the forecasted target - Strong analytic and problem solving skills to maximise marketing opportunities - Recognised for decisive leadership skills