Digital marketing · CRM · content - Melbourne

Anh Luu

A marketer who blends expertise, creative and data - turning complex ideas into content and campaigns that grow brands.
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Anh Luu
5+ yrs
marketing experience
~50%
peak email open rate
+60%
sales increase (YoY)
+133%
search impressions (SEO)
About
I'm a Melbourne-based digital marketer with 5+ years across FMCG, e-commerce and B2B. I like owning a channel end to end - from the idea and the copy to the build, the send and the numbers afterwards. I hold a Master of Applied Marketing (GPA 4.0) and a Bachelor of Law, which is where my eye for clear, accurate work comes from.
Experience
Where I've done it
E
Essity
Digital Marketing Coordinator, ANZ · TENA & Sorbent
Mar 2025 - Jun 2026
I look after the TENA brand across Australia and New Zealand, owning digital marketing end to end, and I contribute to Sorbent NZ campaigns too.
Email & CRM
  • Build, segment and A/B-test EDMs in Klaviyo to ~20,000 subscribers
  • Automation and lifecycle flows that reach the right audience
  • Own the TENA NZ online shop end to end - +60% sales year-on-year
  • Held ~50% peak open rates; lifted clicks and cut unsubscribes
TENA brand EDM
TENA sale EDM
Campaigns
  • Monthly D2C sale campaigns end to end - EDM, landing pages and paid media (~0.85% purchase conversion)
  • Flagship brand campaigns: Rethink Bladder Leak (TENA AU) and Great New Zealander (Sorbent NZ)
TENA Rethink Bladder Leaks campaign
Sorbent National Pleasure campaign
Ecommerce
  • Manage the TENA ANZ online store end to end - product listings, images, descriptions and inventory
  • Keep the catalogue, pricing and stock accurate and on-brand in Shopify
Subscription
  • Manage the TENA product subscription - customers auto-buy and get their products delivered on a recurring schedule (e.g. every 2 weeks)
  • Set up subscription products, promote sign-ups and retain subscribers to grow recurring revenue
Website & CRO
  • Scoped, built (with dev) and UAT-tested a "Frequently Bought Together" checkout cross-sell
  • Improve the on-site journey and sale pages to lift conversion
TENA cart cross-sell
SEO & content
  • Grew search impressions +133% via optimised advice and support content hubs (TENA advice hub)
  • SEO / AEO, Google Search Console and on-page content
Reporting
  • Build performance dashboards in GA4 and Looker Studio
  • Excel pivot tables to track channel performance and report to the team
C
Close the Loop
Digital Marketing Coordinator · sustainability & circular economy
Nov 2023 - Mar 2025
A global sustainability group, where I ran multi-channel marketing across the business and its brands.
Brand & rebrand
  • Led a company-wide rebrand rollout across website, social, EDM and collateral
  • Kept brand consistency across every channel through the transition
Multi-audience EDMs
  • Investor, sales, educational and community communications in Mailchimp
  • Wrote for very different audiences - ~50% average open rates
Close the Loop investor EDM
Close the Loop educational EDM
LinkedIn & social
  • Planned and managed the B2B LinkedIn content calendar
  • Turned company expertise, industry developments and business activity into posts and articles
  • Created accompanying visual and short-form video content
Web & landing pages
Circular Contract landing page
Ecommerce
  • Managed the pouch shop on Shopify - product listings, content and day-to-day store upkeep
  • Kept the storefront accurate, on-brand and up to date
F
Fontaine Industries
Marketing Assistant · bathroom & kitchen furniture (Fontaine & SALINI)
Oct 2022 - Aug 2023
An Australian-owned business selling bathroom and kitchen furniture, where I supported marketing across ecommerce, content, social and design for the Fontaine and SALINI brands.
Ecommerce
  • Managed thousands of product SKUs across two brands (Fontaine & SALINI)
  • Prepared and managed listings on eBay, Temple & Webster and Facebook Store
  • Built product listings for new launches with keyword research to optimise SEO
Content & social
  • Ran social media (Facebook, Instagram, Pinterest, Twitter) for both brands - planning, theme mockups and content
  • Wrote blog and DIY articles aligned to the content strategy
  • Handled customer comms across social channels and Houzz
Design & creative

Graphic design across Adobe Creative Suite and Canva - I edit and retouch photos and turn them into engaging creative assets (graphics, social posts and short-form video) for websites and social media.

After editing - finished marketing tile Before editing - raw product photo Before After
Photo edited in Photoshop - drag to compare, tap to enlarge
Showroom & campaigns
  • Managed showroom visual merchandising
  • Supported sales campaigns and produced monthly marketing reports
Earlier: Marketing Executive at Sunny Spa.
How I work
AI in my workflow
I bring AI into my day to day properly - building and directing AI agents to automate multi-step work (research, drafting, producing assets and pulling reports) so I move faster and spend more time on the thinking.
This portfolio was built with Claude Code.
Tools & skills
My stack

Let's work together

Open to marketing, ecommerce, content and CRM roles across Melbourne.

classicanna10@gmail.com linkedin.com/in/anhluu10