Brent Lupton

Brent Lupton

JSAcreative at Head Of Digital
Brisbane, Australia

About me

<p>My digital experience spans 18 years across all major disciplines of the digital space starting with front end development, project and program management, digital marketing, strategy and client services roles. As a Senior Digital Professional I have successfully lead and executed project, marketing and strategic initiatives from concept to delivery including digital transformation programs, websites, app development and e-commerce platforms for many of Australia's top tier clients including Sunsuper, Tourism Qld, American Express, RACQ, Australia Zoo and many more. My experience spans across many industry verticals including finance, travel, tourism, FMCG, personal training, and telco.</p>
<p>Specialties: Digital Media Strategy, buying and planning, digital strategy, digital marketing, project management, e-commerce, social media and native app project management, Omni Channel and digital transformation strategy and delivery.</p>
<p>Australian & British passport holder.<span> </span></p>


Head Of Digital
January 2017 - Present (1 year 11 months)
In my role as Head of Digital with JSA Creative I'm responsible for all aspects of the JSA Creative digital team including;

- Coaching and mentoring of all digital team members
- New Business Development
- Structuring and monitoring the Digital Delivery framework
- Digital Marketing strategy and execution with a focus on SEO, SEM and social across all client verticals
- Engineering an efficient digital ecosystem to ensure that we have a efficient processes, reporting and engagement framework for both the growth of JSA and our client partnerships.
- Developing and strengthening the JSA creative digital partner network
- Working with JSA clients on developing bespoke digital roadmaps and strategy and mapping organisational changes for effective digital transformation.
- Develop and implement the digital marketing strategy & Roadmap for JSAcreative including the transition to Drupal as the primary service offering and Acquia partnership development.
- Digital business development and Account management for all digital business nationally.

JSAcreative is fully integrated Creative and Digital agency in Brisbane. Our digital specialises in Web and App delivery (wordpress and Drupal specialists and Acquia partners), digital marketing, digital strategy and consulting.

JSAcreative's primary web development service offering is Drupal and Wordpress and we are Acquia partners.
Senior Account Director Digital
SapientNitro Brisbane
June 2015 - January 2017 (1 year 7 months)
In my role as Senior Account Director with SapientNitro I am responsible for overseeing all of our digital engagements and new business opportunities.
My portfolio of digital engagements includes Project and Account Management of enterprise level digital transformation programs, enterprise ecommerce implementations, digital development across clients web and native app assets, developing and executing digital marketing strategies as well as developing strategic plans and objectives for our clients.
Group Digital Account Director
ZenithOptimedia Australia
September 2014 - June 2015 (9 months)
In my role as the Group Digital Account Director / Head of Digital for ZO in Brisbane my responsibilities include;

- Providing Digital Strategy and direction for our client group
- Providing coaching and guidance to the ZenithOptimedia team in regards to latest digital trends and opportunities
- Digital media planning and buying
- Reviewing and engineering digital process for team efficiency, campaign analysis, and new client pitches (digital media).
- Provide recommendations to our client base in regards to path to purchase and maximizing
conversion opportunity
- Managing Digital Projects for our clients.

Campaign and Achievements to date
- Delivery of the first ever native iPhone application that the Publicis Mojo / ZO has ever produced for one of Australia’s most iconic tourism destinations.
- Developed and implemented a digital campaign strategy for TAFE QLD and TAFE Brisbane that delivered record enrolments.
- Changed the framework of all internal client account management teams with regards to how they brief digital campaigns ensuring that measures of success and client expectations are clearly defined and agreed upon and form part of the campaign brief to our publisher network.
- Working with external vendors to automate our reporting processes to maximize the use of internal resources.
- Implemented a formal digital training and coaching program to benchmark knowledge.
General Manager Digital Strategy
guerrilla digital
June 2013 - September 2014 (1 year 3 months)
Guerrilla Digital is a full service agile digital communications agency.

During my tenure as General Manager of Guerrilla Digital my responsibilities included;

- Managing the day to day operational capability of the agency
- Coaching and mentoring the team.
- Optimizing the operational delivery of the agency through effective systems and processes.
- Overseeing project delivery for major accounts.
- Developing and delivering successful digital strategies and campaigns for our major clients.

Some of the clients that I worked with at Guerrilla Digital included, Australian Institute of Personal Trainers (AIPT), Credit Union Australia (CUA), Gold Coast Tourism, Dreamworld and the University of Southern QLD (USQ).

Campaigns and Achievements
- Delivered and managed a new and online path to purchase for Dreamworld working in collaboration with the team at SapientNitro.This included managing the project and all resources, presenting User
Interface and Experience recommendations to the team at Dreamworld and Ardent Leisure and implementing the new solution.
- Developed a new digital strategy for a new client (Australian Institute of Personal Training – AIPT) which included the development of two new websites, a Search contract, conversion optimisation retainer and ongoing campaign options including strategic search traffic campaigns designed to capitalise on the much larger budgets of the industry leader and their primary competitor.
- Implemented new processes in regards to how the Account Management team scoped and Managed Projects to ensure accurate resource costing and timeline management to ensure we have accurate resource planning and management but also to maximise agency profits with project delivery.
Head of Digital Marketing & Innovation
Retail Food Group
August 2011 - July 2013 (1 year 11 months)
In my role as the Head of Digital Innovations at Retail Food Group was to;

- Head the digital team and manage RFG and all of its brands digital assets including development of new websites, Content management systems, hosting, etc.
- Develop and implement digital strategy across all brands.
- Develop and implement social and digital marketing strategies and policies for all brands.
- Manage and drive all projects across all digital channels for RFG and its brands.
- Management of the Social Media policies and Content Marketing Strategies for all brands.
- Ensure that RFG and its brands are at the forefront of digital innovations.
- Develop and implement digital marketing strategies for all brands.

Campaigns and Achievements
- In alignment with Donut King new Amazeballs product release I came up with an award winning campaign designed to not only drive new product sales but gain additional press for the brand and drive social media engagement with the large Donut King fan base. The brand had already committed to giving away Amazeballs temporary tattoos with the sale of every product. Capitalising on this investment and with a very small budget I commissioned a project to deliver the brand very
first augment reality game. This could only be downloaded by using a QR code on the back of the temporary tattoo to download the game. The game won the 2013 mobile awards but also lifted product sales and significantly grew the Facebook fan base of the brand.
- Launch of key new website platforms for RFG.
- Development and implementation of Crust Gourmet Pizza social campaigns (customised Facebook apps as well as content marketing strategies to drive the promotion).
- Streamlined the email marketing strategies and systems across all brands improving the financial efficiencies when it came to email marketing and member get member campaigns as well as lead
generation opportunities.
Head of Digital Marketing
Essential Brands Group
July 2009 - August 2011 (2 years 1 month)
Responsible for developing and implementing a complete end to end online strategy incuding social media marketing, SEM / SEO and email marketing. Website and landing page development and maintenance. Reporting and Budget management.
Digital Program Manager
Flight Centre
August 2008 - July 2009 (11 months)
Responsible for the rollout of the online program for all Flight Centre online presence and architecture
Senior Digital Project Manager
Seattle, United States
January 2007 - August 2008 (1 year 7 months)
Senior Digital Project Manager / Account Manager driving end to end online solutions for Deloitte Digital clients including Freedom Furniture, PRDNationwide and Colliers International, Telstra and Fast Thinking.
Digital Project Manager
American Express
2000 - 2007 (7 years)
Digital Project Manager roles responsible for Membership Rewards and online travel portfolios across American Express top 7 international markets.
Electrical Technician
Australian Army
January 1991 - April 1999 (8 years 3 months)
Completed concurrent apprenticeships as (i) Electrical Fitter and Mechanic; (ii) Refrigeration and Air-Conditioning Mechanic; (iii) Telecommunications Technician; (iv) Electronics Technician; and (v) Automotive Electrical Technician.


Diploma Project Management

2003 (1 year)

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