Hi there, I'm

Michael Casha

Marketing. Digital. Customer Strategy. Volunteer.

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.


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.

- 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.

- 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

- 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


Carers Advisory Committee Representative / Advocate, Carers Victoria

- 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

- 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

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

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