Tony Separovic

Intent Connect is News Corp’s key audience and data segmentation platform for digital marketing. It collects 25 billion audience signals from 16.5 million Australians across News Corp digital mastheads and brands. News Corp clients use the platform to connect their brand with their audience for digital marketing by identifying audience segmentation, booking ads, and monitoring the performance of their digital advertising.

The project’s objective was to improve the platform’s customer experience, identify further areas of commercialization, and increase the platform’s adoption by internal and external users.

This project involved managing and executing the RFP vendor selection process through the E2E implementation of a brand new CDP that supported a unified database of anonymous customer data and identities across News Corp. The project introduced an anonymous ID stitching solution enabling the organization to scale up from their current known audiences for sales and targeted marketing. The project was funded by an approved business case detailing a $4 million CAPEX budget.

The new CDP platform enabled deeper insights and a more accurate and personalized targeted advertising solution for ad tech marketing teams. The other key driver for the project was to provide a new innovative cookie-less driven solution to mitigate the risks of a future demise in 3rd-party web cookies, which Google is planning to phase out in 2024. Adobe Experience Platform was the selected vendor platform requiring customized functionality and integration of multiple vendors, business systems data, and 3rd-party data feeds.

I managed a project team of 90 colleagues to implement and launch the Telstra T-box IPTV set-top box, which had a project budget of $11 million. Due to its high profile, the project involved managing high-level stakeholders and vendors. The vendors I managed included Massive Interactive, Net Ventures, Hyro, DWS, O2 Networks, Netgem, HWW, Rove, YouTube, Samsung, and Accedo. I handled the E2E delivery of the project from business case through launch, impacting every part of Telstra’s business, including customer experience, devices, business support systems, operations support systems, infrastructure, sales, marketing, and training.

My Optus App is the customer self-service mobile iOS and Android app for Optus, Australia’s 2nd largest telecommunications network and mobile carrier. It allows its customers to manage their mobile and internet products and services effectively.

I program-managed the E2E delivery of the digital apps program within Optus’s consumer digital sales and service business unit, which supports 2.1 million active My Optus App users. In addition, I managed a $6.95 million CAPEX budget to fund app digital and product and marketing initiatives.

Leading and mentoring a dedicated app team of 75 members comprising digital PMs, BAs, CX and UX designers, architects, developers, and testers, I worked in close collaboration with the business product managers to establish, manage, and execute program governance strategies for the delivery of 20 planned and inflight initiatives as part of the digital apps program. I ensured seamless support and continuous improvement within the team based on an Agile execution.

As part of the Adobe professional service delivery team in Australia, I implemented Adobe Experience Cloud and Adobe Marketing Cloud enterprise products and solutions for various customers. I worked and collaborated closely with Adobe client project teams to deliver Adobe products efficiently.

This project involved full E2E project management accountability in implementing various Adobe products, including Adobe Experience Manager (AEM), Adobe Experience Manager (AEM) Assets, Adobe Campaign, Adobe Analytics, Adobe Target, and Adobe Audience Manager. I worked and delivered for high-profile Adobe clients, including RACQ, Bank Of Queensland, Sydney Opera House, Tourism Australia, BMW, Kayo Sports, Streamotion, Bupa, Credit Union Australia, NSW Department of Justice, Virtual Gaming World, and Accent Group.