Customer Experience Strategy
Melbourne, Australia
Master of Management graduate specialising in customer experience strategy — turning messy journeys and scattered feedback into the kind of insight that changes how a brand treats its customers. The case studies below are that thinking in practice.
01 — Case Studies
Customer Experience
Journey Mapping & Service Strategy
Evaluated and enhanced the customer experience of Alba Thermal Springs, an Australian wellness retreat, using the customer journey framework. Built a customer persona representing the brand's core Gen Z and millennial segment, mapped pain points from awareness through to post-service engagement, and delivered actionable recommendations to lift satisfaction and loyalty.
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Figure — Customer Journey Map
Marketing Strategy
Go-to-Market & Growth Strategy
Developed a go-to-market and scalable growth strategy for Spotzer Digital's launch into new European and Australian markets. Ran market segmentation using the STP framework, modelled market trends and revenue opportunities, and identified AI-driven automation opportunities to support a 10x growth target.
View Full Report02 — Experience
May 2026 — Current
Parkville
University of Melbourne
Aug 2025 — Dec 2025
Docklands
Capgemini
Mar 2024 — Dec 2024
Docklands
NAB
Jun 2024 — Jul 2024
Amsterdam
Spotzer Digital
Nov 2020 — Current
Bourke Street Mall
David Jones
Apr 2017 — Dec 2019
Braybrook
Paul Sadler Swimland
03 — Toolkit
Tools
04 — Background
University of Melbourne
Major in Psychology and Media Communications
University of Melbourne
Major in Chinese Mandarin
University of Melbourne