Aimee Fletcher

Lead customer acquisition, growth and engagement initiatives across ANZ's Personal Banking portfolio, driving integrated marketing campaigns, customer propositions, digital experiences and strategic projects from strategy to execution.

• Led New Zealand's first full Personal and Business card suite redesign in over 10 years, navigating complex stakeholder management, and ensuring customer insight shaped the final design direction.
• Identified and led development of a braille card identification system for blind and low vision customers, which has since evolved into an industry wide initiative across New Zealand banking cards (first in the world).
• Took ownership of the Personal Banking digital performance programme, managing a $175k budget and co-leading a strategic shift from a product led to audience led marketing model to improve targeting and investment effectiveness.
• Led strategy and delivery of a $100 Join campaign, introducing new media and content approaches that contributed to the highest mobile app sales period in ANZ's history, with sales up 117% and a 17% uplift in new customer acquisition.
• Led digital experience development and growth activity for ANZ Loop, introducing new performance marketing approaches that exceeded adoption targets and drove customer engagement.
• Mentor and support junior staff members.

Focused on driving customer growth for the personal banking portfolio, through leading, supporting & executing integrated campaigns and initiatives across a wide range of channels.

• Led strategy and delivery of a Formula 1 acquisition campaign, managing agency and partner relationships and delivering a 7% uplift in new-to-bank customers against a 5% target.
• Led a cross-functional customer journey optimisation programme across search, web and digital performance channels, identifying 17 opportunities and driving improvements to the digital application process, including a 12% uplift in app starts.
• Presented strategic marketing plans, campaign performance and customer insights to senior stakeholders, influencing future activity and investment decisions.
• Managed relationships with agencies and key partners, ensuring alignment and successful campaign delivery.
• Collaborated across Product, Legal, Media and Marketing teams to deliver integrated customer growth initiatives and improve cross functional ways of working.
• Key achievements: Recognised by marketing leaders for developing one of the most compelling go to market strategies and provided mentoring and career support to graduates and interns.

Completed rotations across Business Banking, Social Media, Personal Banking and Digital Performance, building broad experience across campaign delivery, media, customer acquisition and marketing effectiveness.

• Led end to end delivery of a youth acquisition gaming campaign targeting 18-34 year olds, delivering a 3% uplift in domestic acquisition and an ROI of $30.
• Redesigned digital media briefing and reporting processes, improving campaign optimisation and creating reporting frameworks adopted across multiple portfolios.
• Analysed campaign performance and emerging social trends, presenting actionable insights to the team to support continuous improvement.
• Supported mixed media modeling, campaign prioritization and investment decision making, helping squads understand marketing ROI and effectiveness.
• Contributed to the delivery of customer acquisition and growth campaigns, partnering with stakeholders across media, creative, product and change teams.
• Key achievements: Leading a successful end to end campaign delivery during my fourth graduate rotation.

• Dean's List for academic excellence, 3 years in a row,
• Excellence in Management award - among the top 5 performing students for my degree.

• 1st in year group for IT, Geography & Business Studies.