Han Bailey: Commercial Leader
Let me help you drive greater customer engagement to achieve profitable revenue
About Me
As someone who is passionate about brands and curious about how consumers behave, I have developed leading customer engagement programs for renowned brands such as The Star Entertainment Group, David Jones, Qantas Loyalty and NewsCorp.
My strength lies in synthesising data-driven insights into dynamic customer engagement strategies that not only fuel growth but also cultivate authentic connections. As a seasoned commercial leader, I thrive in complex environments, driving growth through commercial acumen, data leverage, and an unwavering focus on the customer experience.
I am committed to fostering inclusive cultures, championing Diversity & Inclusion, and mentoring teams to surpass strategic objectives. Together, I'm confident we can achieve remarkable outcomes.
EXPERTISE
CUSTOMER
To instill a customer-centric ethos, aligning stakeholders like The Board, CEO, and cross functional departments is imperative for delivering outstanding customer experiences. With a successful track record in revenue-boosting customer engagement strategies, I specialise in propelling business growth through exceptional customer interactions. Leveraging extensive experience in loyalty programs, CRM, guest experience, market research, and digital marketing, my strategies drive tangible business results.
Technology
At the forefront of marketing technology innovation, I am passionate about driving successful projects from funding to implementation. As a business owner and sponsor, I have a deep understanding of mobile app development, website development and optimisation, CRM & Loyalty platforms, gift cards and guest experience technology. With a focus on customer experience and ROI, I know how to lead teams to get the job done on time and on budget. Whether you need a new technology implementation, or you want to optimise your existing marketing technology stack, I bring the skills and the passion you need to succeed.
Commercial
I possess a robust strategic mindset and a demonstrated history of delivering impactful commercial results. By leveraging data to understand the customer, competitors, and market landscape, I have developed and executed growth strategies that consistently drive profitable revenue. My experience in crafting compelling business cases, conducting thorough scenario modelling, and implementing effective risk mitigation strategies has positioned me as a key player in driving successful growth initiatives.
Leadership
As a customer-obsessed leader, I am dedicated to creating strategies that optimise performance while ensuring that my team is empowered to achieve their goals. With a focus on mentoring and guiding team members to success, I have a passion for helping to close capability gaps while promoting diversity and inclusion at all levels of the organisation. As a leader in driving change and focused on people development, I am confident in my ability to bring out the best in my team while aligning them to accomplish broader business goals.
CAREER SUMMARY
Sep 2023 – Current
Career Break
Marketing Adviser
The Equanimity Project
I am currently volunteering at The Equanimity Project, a charity focused on providing holistic services to women facing domestic violence and homelessness. I am responsible for the organisation's marketing function which includes developing a marketing strategy, fundraising, sponsorships, events and digital marketing.
Sep 2020 - May 2023
General Manager, Hospitality Sales – Group Marketing
The Star Entertainment Group
Key leader in the marketing executive team responsible for revenue & distribution, marketing, pricing and distribution, guest experience, and customer research across The Group's Hospitality portfolios in Sydney, Gold Coast, and Brisbane.
Aug 2019 - Sep 2020
Group Head of Marketing Strategy
The Star Entertainment Group
Responsible for shaping and executing the Group's comprehensive marketing strategy, taking ownership of crucial areas such as loyalty strategy, customer strategy, research, and guest experience strategy.
May 2015 – Jan 2018
Head of Loyalty
David Jones
Responsible for the strategic development and execution of loyalty and customer engagement initiatives, driving impactful results and fostering strong customer relationships to support the overall business objectives.
Mar 2018 - Aug 2019
Group Head of Loyalty
The Star Entertainment Group
Responsible for the profitability, marketing and operations of The Star Club, a loyalty program with 250K active members.
Oct 2014 – Apr 2015
Loyalty Marketing Consultant
The Australian – News Corp
Responsible for the design and implementation of The Australian Plus rewards program targeting digital and bundle subscribers of The Australian and Business Spectator.
Apr 2013 – Mar 2014
Manager, Marketing
Qantas Loyalty
Responsible for design and delivery of the marketing program for Qantas’ new loyalty program Aquire, a dedicated (B2B) coalition program for small to medium enterprises in Australia.
Jun 1997 - April 2013
Various roles
Various companies
-
Client Services Director, Visible Results (Global Red), Jun 2010 – Apr 2013
-
Business Director, Loyalty & CRM, Brierley+Partners, Los Angeles, Apr 2007 – Nov 2009
-
Account Director, Ma Cher, Los Angeles, Aug 2005 – Aug 2006
-
Researcher, Greystone Communications, Los Angeles, Jul 2004 – Jun 2005
-
Head of Marketing & Business Development, SPA Market Research, London, Oct 2002 – Mar 2004
-
Business Development Manager, ORC International, London, Jul 2000 – Sep 2002
-
Key Account Manager, Levis Strauss, Sydney, Oct 1998 – Feb 2000
-
Area Manager, Coca Cola Amatil, Sydney, Jun 1997 – Oct 1998
Whether you have a role available in your company or a project in need of a seasoned expert, let's discuss how I can help.
Coffee?
