The shift.
From siloed operations to a seamless, high-performing digital ecosystem.
Meet Tefal.
Tefal, part of Groupe SEB, is a global leader in cookware and small kitchen appliances, renowned for its innovation in non-stick technology and smart cooking solutions. With a strong commitment to excellence, Tefal partners with some of the world’s best chefs, including Jamie Oliver, and collaborates with leading Australian retailers like Myer and David Jones. Bringing innovation to kitchens worldwide, Tefal continues to shape the way people cook with products designed for convenience, performance, and creativity.
The approach.
Strategic Assessment & Roadmap: Conducted digital performance analysis, identifying gaps in media, CRM, content strategy, and website experience to build a clear action plan.
Breaking Down Silos: Established structured processes and governance to improve collaboration between teams, ensuring international and local strategies worked in sync.
Digital Performance & Lead Optimisation: Enhanced online acquisition by refining lead collection strategies and improving digital presence. This included optimising user journey architecture and storytelling.
CRM & Engagement Strategy: Developed a structured CRM plan for Kitchen Electrics, aligning content, automation, and customer touchpoints.
Website & UX Optimisation: Designed a functional structure and user journey flow, ensuring a streamlined experience from first touchpoint to conversion.
Leadership Transition & Team Support: Provided ongoing coaching, set up frameworks for long-term digital success, and ensured a smooth onboarding for the new digital lead.
The challenge.
Tefal Australia needed a strategic reassessment of its digital marketing ecosystem to drive stronger brand impact and business results. Acting as Interim Head of Digital, I was responsible for aligning teams, enhancing digital and brand performance across media, CRM, content, and brand ambassador initiatives, and onboarding a new digital leader. The goal was to streamline operations, strengthen digital impact, and create a seamless customer experience through better internal alignment and strategy execution.
The results.
Created a seamless connection between teams, enabling international alignment and improving the customer experience.
Increased lead generation and quality by optimising digital presence, refining acquisition strategies, and structuring a more intuitive user journey.
Transformed key landing pages’ experience, implementing a story-driven architecture with a clear functional structure, engaging content, and improved navigation flow.
Implemented a structured approach to CRM, strengthening customer retention and engagement.
Established long-term digital marketing processes, ensuring efficiency and ongoing performance improvements.
Successfully onboarded the new digital lead, ensuring a smooth transition and continuity in execution.