Tashmeem M. Waqas
Auckland,New Zealand
Summary
Senior marketing automation and marketing technology leader with 16 years' experience building and scaling automation ecosystems across enterprise and high-growth organisations. Known for transforming fragmented or immature automation into scalable, revenue-driving lifecycle programmes, and for translating commercial objectives into practical, high-impact automation that improves acquisition, retention, and sales effectiveness.
Overview
10
10
years of professional experience
1
1
Certification
Work History
Head of Marketing Technology
Stitch
10.2023 - Current
- Built the marketing automation and data-driven marketing practice from the ground up, setting strategic direction, delivery standards, and ways of working.
- Established operating models that shifted client work from campaign execution to lifecycle-led commercial outcomes, owning automation architecture, prioritisation, and platform decisions.
- Applied AI where it added real value within marketing automation, improving segmentation quality, accelerating testing and optimisation, and increasing lifecycle efficiency.
- Transformed email and marketing automation for clients including Coastguard New Zealand Lotteries, Mr Apple, RealNZ, and major real estate groups, doubling lottery ticket sales and materially improving conversion and sales effectiveness.
- Designed lifecycle-driven automation strategies for property and commercial clients, improving sales efficiency through lead scoring, prioritisation, and automated nurture.
- Led and mentored consultants, owning capability uplift, delivery quality, and strategic consistency across marketing automation engagements.
Data & Digital Marketing Director
Bastion Shine
03.2021 - 09.2023
- Delivered large-scale marketing automation and lifecycle programmes for TSB, Genesis Energy, Tower Insurance, Laybuy, and Parenting Place.
- Led strategy, implementation, and optimisation of multi-platform marketing automation ecosystems across complex organisational environments.
- Designed and delivered a full-funnel home lending lifecycle strategy for TSB, aligned to CRM, data, and sales processes.
- Contributed to agency growth through RFP leadership, solution architecture, and executive presentations.
Data-Driven Marketing Consultant
SpeakData Ltd
09.2018 - 03.2021
- Promoted within five months to lead the Marketing Automation function.
- Led automation strategy and delivery for enterprise clients including New Zealand Cricket, Greencross Health, and Fletcher Construction.
- Owned integration design, data flows, and automation architecture across marketing and CRM ecosystems.
- Acted as a trusted advisor on lifecycle strategy, attribution, measurement, and capability uplift.
Early Marketing Automation Roles
Fergus Software, Krunch.co
01.2016 - 12.2018
- Delivered enterprise-grade automation, lifecycle design, and data-driven programmes across SaaS, agency, and consultancy environments.
Education
ACCA - Accounting & Finance
UKCertified Accounting Technician -
ACCA
UKSkills
- Marketing Automation Leadership & Strategy
- Lifecycle & Journey Orchestration
- Automation Architecture & Operating Models
- Sales & Marketing Operating Model Design
- Executive Advisory
- New Business
- RFP Leadership
Certification
- Marketo Certified Expert
- Marketo Certified Solutions Architect
- Customer.io Certified
- Tealium Certified (AudienceStream & EventStream)
- HubSpot Inbound Certified
Accomplishments
- Built and led marketing automation practices from the ground up, establishing standards and operating models that shifted organisations from campaign execution to revenue-aligned automation.
- Delivered material commercial impact through automation-led transformation, including doubling lottery ticket sales and improving sales efficiency for property and commercial clients.
- Trusted advisor to senior stakeholders on automation strategy, operating models, and go-to-market decisions.
References
Available on request
Core Capabilities
- Marketing Automation Leadership & Strategy
- Lifecycle & Journey Orchestration
- Automation Architecture & Operating Models
- Sales & Marketing Operating Model Design
- Executive Advisory, New Business & RFP Leadership
Timeline
Head of Marketing Technology
Stitch
10.2023 - Current
Data & Digital Marketing Director
Bastion Shine
03.2021 - 09.2023
Data-Driven Marketing Consultant
SpeakData Ltd
09.2018 - 03.2021
Early Marketing Automation Roles
Fergus Software, Krunch.co
01.2016 - 12.2018
ACCA - Accounting & Finance
Certified Accounting Technician -
ACCA