Air NZ optimisation specialist joins Colenso

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AUCKLAND, Today: Colenso BBDO has announced the result of a successful visit to the senior ranks at Air New Zealand – the agency has hired Tracey Reed as lead strategist, personalisation & optimisation.

A native Kiwi, Reed has spent 12 years specialising in performance marketing, customer analytics and digital strategy.

Over the past four years, she’s been the programme lead for conversion optimisation at Air NZ. This included user experience analysis and optimisation across their product portfolio, creating conversion rate optimisation programmes that were delivered across all digital channels, driving improved conversion, upsell and customer satisfaction.

“We find smart ways to identify pain-points, and creatively turn everyday processes into loveable experiences in their own right.”

At Colenso, she joins an evolving strategic team with skills in brand, innovation and design, marketing automation, analytics, personalisation and optimisation. She will be leading conversion rate optimisation (CRO) programmes on a project basis for clients in New Zealand and Australia.

Tracey Reed said: “In an experience-obsessed generation, CRO gives us the tools to iterate upon user experiences and learn about our customers. This is particularly poignant in advertising, finding smart ways to identify pain-points and creatively turning everyday processes into loveable experiences in their own right.”

Head of transformation Edwin Rozells said: “Our clients and our work needs people like Tracey involved.

“Increasingly we’re developing programmes, not campaigns, and we need this thinking intrinsically linked to the delivery of our work.

“She’ll make us more effective, more efficient and ensure we’re evolving our collective culture towards a test-and-learn mindset.”

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