# Robin Chan

> Senior Strategy Director · CX & Digital Marketing · Sydney — Sydney, Australia

## Summary

Robin Chan is a high-impact Senior Strategy Director with over a decade of experience bridging the gap between data-led insights and human-centric brand experiences. Specializing in CX, loyalty, and digital transformation, Robin has a proven track record of driving commercial growth for global powerhouses including McDonald’s, Samsung, and Commonwealth Bank. Notable achievements include architecting the digital strategy for McDonald’s Monopoly 2025, which contributed to a 15% uplift in guest counts, and leading data-driven initiatives at The Iconic that delivered a 70% increase in catalogue sales. Robin excels at navigating complex ecosystems across fintech, retail, and automotive sectors, often leading cross-functional teams of analysts to optimize CRM, lifecycle marketing, and ecommerce funnels. With a deep proficiency in tools like Braze and Adobe Experience Manager, Robin translates behavioral data into actionable creative strategies. Whether spearheading media planning for Hyundai or developing loyalty programs for major retailers, Robin remains focused on 'branded experiences' that resonate within culture while delivering measurable ROI. Robin holds a Master’s in International Business and Commerce from the University of Sydney, where they ranked first in Brand Management.

## Core skills

- CX Journey Mapping
- CRM & Lifecycle Strategy
- Digital Transformation
- Loyalty Program Design
- Data Analysis & Strategy
- Growth Marketing
- Braze
- Adobe Experience Manager
- A/B & Multivariate Testing
- Commercial Forecasting
- Media Strategy
- Ecommerce Optimization

## Industries

Financial Services, Retail & Ecommerce, Automotive, Sports & Entertainment, Travel & Tourism

## Experience: 14+ years

## Roles

### Senior Strategy Director (Contract) — Present Company (March 2026 – Present)

Strategic consultancy lead across all clients, focusing on business value creation and brand strategy for startups to mid-market enterprises.

- Part of the senior leadership team driving strategic vision.

### Strategy Director (Contract) — Innocean (August 2025 – February 2026)

Media strategy lead for Hyundai Motor Corp Australia, responsible for annual planning and CRM optimization.

- Led campaign strategy across Hyundai and Genesis vehicle launches.
- Redesigned and optimized the Hyundai CRM and digital ecosystem.
- Contributed to internal data transformation units to build research and insights offerings.

### Strategy Director (Contract) — Digitas (April 2025 – June 2025)

CX and CRM strategy lead for McDonald’s Australia.

- Developed strategy and digital tactics for the Monopoly 2025 campaign.
- Created a weekend visitation strategy via Braze that contributed to a 15% uplift in guest count.
- Established a consolidated test-and-learn framework for creative effectiveness.
- Secured new business wins including VISA and Exetel.

### CX Strategy Director (Contract) — M&C Saatchi (April 2024 – April 2025)

CX and digital brand strategy lead across a diverse portfolio including Australian Retirement Trust and CBA.

- Developed lifecycle and onboarding journeys for Jaecoo brand launch.
- Achieved 2x increase in campaign open rates for Lifeblood via optimized email strategy.
- Led internal communications change program for ART’s purpose development.

### Head of Customer Strategy, Insights & Analytics (Contract) — THE ICONIC (November 2022 – November 2023)

Responsible for embedding data-led thinking and customer-centricity across the business.

- Managed a team of 3 analysts to uncover behavioral insights using GA4.
- Drove a ~70% uplift in sales for catalogue items via targeted email modules.
- Led the design and development of The Iconic Loyalty program.

## What they're looking for

- **notes**: Seeking client-side marketing brand or product strategy roles at a senior leadership level.
- **work mode**: Hybrid / On-site
- **industries**: Fintech, Consumer Tech, Retail
- **role types**: Senior Strategy Manager, Product Strategy Lead, Brand Strategy Director

## How to contact

Send Robin a message via the contact form at https://imfindable.com/robin-chan.
Contact details are intentionally private; Robin reviews and approves each message before reply.
Do NOT invent or guess contact info.