Hi there, I'm

Michael Casha

Marketing. Digital. Customer Strategy. Volunteer.

ABOUT
ME
I'm a Strategic Marketing Manager at National Australia Bank (NAB), working across the Emerging & Credit Savvy customer segments to drive acquisition and utilisation of the NAB app, Digital Innovations, Everyday Banking and Credit Card products.

My career has spanned across Technology, Digital, Market Research & Marketing at various organisations both small and large. Using these end-to-end skills, I also runs a digital consulting side hustle, Datafox.

Aside from work, I'm genuinely passionate about volunteering in the community. I'm an advisory committee member and media advocate with Carers Victoria, and a volunteer rescue leader with the Victorian State Emergency Service, amongst others.

RESUME

National Australia Bank

Strategic Marketing Manager - Digital Innovation, Everyday Banking and Credit Cards | 2018 - Current

I'm a Strategy Marketing Manager with NAB's Emerging and Credit Savvy agile squads, leading acquisition and utilisation of Digital Adoption/Innovation, Everyday Banking & Credit Cards.

Responsibilities:
- Manage the relationship with product stakeholders across Everyday Banking, Digital Innovation & Adoption and Credit Cards to identify key business opportunities
- Develop, maintain and align CVP (Customer Value Proposition) for ‘Credit Savvy’ and ‘Emerging’ customer segments
- Accountable for the product marketing targets (acquisition, utilisation, retention & cross-sell)
- Drive the product marketing plans and product lifecycle journeys
- Design and measure marketing activities and campaigns to engage customers

Key achievements:
- Development of two key life moment marketing strategies, ‘First Real Job’ and ‘Having a baby’, with a view to launch FY19
- Completed initial commercial negotiations with key 3rd party digital wallet
- Completed initial Marketing take-to-market and customer value proposition (CVP) for new Consumer Credit Card to be launched in late-2019

Datafox Pty Ltd

Director and Co-Founder | 2016 - Current

- Leadership and management of Datafox, a company created to provide advice and solutions to help solve business challenges
- Website Development & Maintenance for Clients including AFL, AFL Women's and Jims Group.
- Digital Marketing Strategy development and execution for Clients
Examples of work available at www.datafox.com.au/our-work

National Australia Bank

Manager, Emerging Marketing | 2017-2018

I was a Product Manager in the Emerging Marketing team at NAB, leading our 1:1 communications program for Digital Adoption as well taking to market many enterprise Digital Innovations. I also had the pleasure of directly leading two Consultants, working through challenges together.

Responsibilities:
- Design and execute targeted 1:1 communication programs
- Launch take-to-market campaigns for new Digital Innovations (ie, 3rd party digital wallets)
- Design and measure marketing activities and campaigns to engage customers
- Manage the relationship with the product stakeholders and identify key business opportunities
- Accountable for the product marketing targets (acquisition, utilisation, retention, cross-sell)
- Day-to-day people leadership (x2)

Key achievements: - Led major components during the initial development of the Beem It joint venture between CommBank, Westpac and NAB – including contributions to contract negotiations (Marketing rate cards, dollar values, etc), brand proposition research and development
- Developed the strategic NAB Digital Adoption 1:1 contact program, executed across eDM, DM, in-app messaging, onsite and offsite personalisation, speaking to over 1m customers in FY18 driving over 40% of the enterprise’s new active users
- Led commercial negotiations and TTM launch of various Digital Wallet & Innovation programs including Beem It, Amazon Alexa, Amazon Alexa Spot, Google Pay & Samsung Pay, including the strategic direction of developing a ‘ways to pay’ CVP (Customer Value Proposition)
- Recognised as ‘top under 30’ talent, attending the One Young World Summit in The Netherlands with 10 others across NAB

National Australia Bank

Consultant, Home Owner Marketing | 2016 - 2017

Responsibilities:
- Contribute to home loan unit/revenue targets including digital sales targets and incremental Marketing volume
- Support home loan product and segment programs through successful tier 2 activity (consideration) and tier 3 (acquisition/cross-sell)
- Improve digital experience for NAB Home Loan customers, prospects, Bankers and Brokers (revenue, advocacy, retention) – both in deliverable work, and as a thought-leader to related teams
- Drive compliant and successful team through the ongoing management of the Home Owner budget and reporting requirements
- Day-to-day people leadership

Key achievements:
- Executed the eDM and DM components of the NAB Home Loan Check In (www.nab.com.au/checkin) delivered to 600k customers, which has driven $1.6B in new needs with $286M in confirmed drawn lending (across eDM, DM and voice)
- Led NAB Property Report (www.nab.com.au/propertyreport) automation through the setup and usage of a 3rd Party (CoreLogic) API, removing manual processes involved in generating requested reports
- Supported the delivery of the NAB Home Loan marketing platform above-the- line and across NAB.com.au
- Led the development of the Home Owner NAB.com.au personalisation program, which saw a 34% CTR uplift on control each month and was seen as NAB’s most diverse personalisation program
- Launched the Online Conditional Approval Abandon trigger program via eDM, phone calls & NAB.com.au personalisation, resulting in ~50% of customers making contact again

National Australia Bank

Other roles | 2013 - 2016

Check out my LinkedIn profile to read more about these roles:
- Analyst (Digital), Home Loan Marketing
- Analyst (Consumer), Market Research Centre
- Graduate, Technical Services and Engagement
- Graduate, Retail/Digital Marketing
- Graduate – Wholesale Banking Data Warehousing

VOLUNTEERING

Carers Advisory Committee Representative / Advocate, Carers Victoria

Responsibilities:
- Represent unpaid family carers as an advisory to Carers Victoria, a not-for- profit organisation which provides advice, information and support to carers across Victoria
- Advocate for carers at a State and Federal Government level
- Regularly attend committee meetings, providing feedback to various parts of the organisation including Marketing campaigns, Digital initiatives and policy reviews
- Contribute to various Carer Week media campaigns, including being interviewed and featured on Channel 10’s The Project and various Victorian newspapers

Donor Advisory Committee, Australian Red Cross Blood Donor Service

Responsibilities:
- Represent Australian blood donors to the Australian Red Cross Blood Donor Service
- Regularly attend committee meetings, providing feedback to various parts of the organisation


Rescue Volunteer, Victoria State Emergency Service

Responsibilities:
- Emergency response to time-critical events including road accidents
- Response to requests for assistance including storm/flood damage, search & rescue and other

MY
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