Tracey Reed has recently left Air New Zealand to join the Colenso team as lead strategist, personalisation and optimisation.
A native Kiwi, Reed has spent 12 years specialising in performance marketing, customer analytics and digital strategy.
Over the past four years, Reed was the program lead for conversion optimisation at Air New Zealand. 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.
At Colenso, Reed has joined 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.
Says Reed: “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.”
Says Edwin Rozells, head of transformation, Colenso BBDO: “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.”