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MEET THE FOUNDER OF OCEANIA MARKETING GROUP KAREN LEWIS
20+ YEARS EXPERTISE IN GROWTH MARKETING | DIGITAL TRANSFORMATION | DIGITAL MARKETING | E-COMMERCE
DIGITAL AND GROWTH MARKETING EXPERT
Leading Growth, Digital Marketing, E-commerce & Digital Transformation. Karen is a passionate thought leader advocating positive customer-centric digital experiences resulting in a strong return on investment and growth of brands. She has operated as a digital industry board member, public speaker, mentor, and a champion for women in digital.
EXECUTIVE SUMMARY
Karen is an authentic data-driven digital thought leader, public speaker, and mentor who is an SME in SEO, E-commerce, Digital Strategy, Growth Marketing, Digital Marketing, Lifecycle Marketing, Marketing Automation, Customer and User Experience (CX/UX), and ROI delivery.
A digital native with a strong background in web experience and SEO who has worked in the digital industry for over 18 years and represented the industry at the board level as Vice Chair of D+T Collective (formally AIMIA – Part of ADMA). With agency-side and client-side experience, she has worked across several verticals including Health & Disability (NDIS), Ecommerce, Retail, Financial Services, and Travel.
With extensive experience delivering B2B and B2C campaigns for Digital Adoption, Onboarding, Engagement, Relationship, Acquisition and retention campaigns.
Karen is an advocate for female leaders while being actively involved with associations such as Women in Digital as a mentor and judge for the “Women in Digital” Awards
KEY ACHIEVEMENTS
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Winner of "Best Digital Marketing Agency in Australia 2025" by Best of Best Review
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Advisor to the Australian Government advising on how to become a Digital Economy
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Represented the Digital Industry at the board level as Vice Chair of D+T Collective (Part of ADMA)
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Nominated "Women in Digital - Digital Leader of the Year (2019)"
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Built digital capability in-house (grew team from 2 to 8 in 7 months) and removed reliance on external agency reducing digital advertising spend by $200k a year while growing revenue from organic channels to $500k per quarter
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Successfully led and delivered digital transformation projects for a major financial services company. New website awarded "Best UX in Life Insurance" award (2014)
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Fostered and developed innovation programs in multiple roles as well as growing UX/CX capability and developing a Human Centered Design (HCD) approach
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Grew SEO and Analytics commercial offering increasing billings to $800k in six months for Digital Agency
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2020 judge for "Canva Digital Marketer of the Year" for the Women in Digital awards
About Karen Lewis
Founder & CEO, Oceania Marketing Group
Karen Lewis is a respected Australian digital leader with a career spanning more than 20 years across marketing, digital transformation, technology, and customer experience. Her journey began long before founding Oceania Marketing Group, shaped by roles that built her expertise in growth strategy, digital innovation, and leading large-scale transformation in some of Australia’s most complex and highly regulated industries.
Today, Karen brings this wealth of experience to businesses across Moreton Bay, Brisbane, and Australia — partnering with organisations that want clarity, capability, and sustainable commercial growth through modern marketing.
A Strong Local Connection to Moreton Bay
Karen is deeply connected to the Moreton Bay region, both professionally and personally. She proudly serves as the Acting Secretary of the Pumicestone Chamber of Commerce, where she advocates for local businesses, helps facilitate community events, and supports initiatives that strengthen the region’s economic and entrepreneurial landscape.
Her passion for community extends beyond her business commitments. Karen also volunteers as a mentor in the Digital Leap program, guiding emerging marketers, founders, and small business owners as they navigate the evolving digital economy. As a recognised expert in digital strategy and transformation, she is committed to giving back through mentorship, education, and connection.
To Karen, supporting Moreton Bay businesses isn’t just part of the job — it’s a calling. She believes in the power of local collaboration and is passionate about helping businesses grow through networking, knowledge-sharing, and strategic digital capability building. This community focus shapes the heart of Oceania Marketing Group.
Entrepreneurship, Leadership & Industry Recognition
Karen’s career is defined not only by her corporate achievements, but also by her entrepreneurial leadership and her commitment to elevating the digital and technology industry in Australia. After nearly two decades shaping digital capability for enterprise organisations, Karen transitioned from senior executive roles to founding and growing her own ventures — building a reputation for strategic clarity, commercial acumen, and innovative digital thinking.
Her leadership extends beyond her own businesses. From 2017 to 2022, Karen served as Vice Chair and Board Member of the D+T Collective (part of ADMA), one of Australia’s most respected digital associations. During this time, she helped redefine AIMIA’s brand and proposition, drove a 30% uplift in digital talent membership, revitalised the prestigious AMY Awards, and strengthened the association’s position through high-impact industry events. She also represented the Digital & Technology sector at the national level, providing strategic advice to the Australian Government on building a competitive and digitally enabled economy.
These roles highlight Karen’s standing as a reputable and trusted leader within Australia’s digital landscape — a strategist who contributes to the industry as much as she contributes to the businesses she partners with.
Building Oceania Marketing Group (2022–Present)
Motivated to bring enterprise-grade clarity, capability, and digital excellence to Australian businesses, Karen founded Oceania Marketing Group — a consultancy designed to help organisations scale through strategic marketing, performance frameworks, and modern digital transformation.
Oceania delivers:
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Growth and marketing strategy
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SEO, content, and paid media
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Digital transformation advisory
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Fractional CMO leadership
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Customer experience & lifecycle programs
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Team capability building and training
Every engagement is grounded in data, customer insight, and measurable commercial outcomes — with a focus on helping organisations grow sustainably in an increasingly competitive digital environment.
Scalenow & ScalenowAI (2018–2024)
In parallel with her corporate roles, Karen partnered with leading digital and cloud transformation specialists across Australia through Scalenow and ScalenowAI.
Her work supported:
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Cloud migration and adoption
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Agile and digital maturity uplift
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Technology, investment and operational alignment
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Cloud FinOps and efficiency optimisation
These experiences strengthened her ability to sit at the intersection of marketing, technology, operations, and innovation — a rare combination that underpins Oceania Marketing Group’s strategic approach.
D+T Collective (2017–2022)
Vice Chair & Board Member — Australian Digital Association (Part of ADMA)
Karen’s leadership extends beyond her own organisations. From 2017 to 2022, she served as Vice Chair and Board Member of the D+T Collective, one of Australia’s leading digital and technology associations representing more than 200 members nationally.
In this role, Karen:
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Drove a 30% increase in digital talent membership through strategic program reform
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Revitalised the AMY Awards, significantly improving commercial performance and industry relevance
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Developed and delivered high-impact Digiday events, increasing social engagement by 15%
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Redefined AIMIA’s brand and market positioning as part of its evolution under ADMA
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Supported board governance, operations, and strategic direction alongside the Chairman
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Provided strategic advice to the Australian Government on digital economy growth and capability development
Her time with the D+T Collective strengthened her reputation as a respected, influential voice within Australia’s digital and technology landscape — and reinforced her commitment to growing the industry as a whole.
Head of Digital – Employsure (2016–2018)
Karen led significant digital transformation at Employsure, managing a $4.5M/month revenue channel while building in-house digital capability and delivering $600K/month organic revenue growth.
She introduced Salesforce Marketing Cloud, optimised end-to-end acquisition programs, and reshaped the organisation’s digital performance.
Head of Growth Marketing – Hireup (2021–2022)
At Hireup, Australia’s leading NDIS technology platform, Karen delivered a 4X uplift in growth metrics, expanded the digital team, improved SEO visibility by 20%, and led the nationwide go-to-market plan.
Her leadership spanned app acquisition, CRO, content, digital advertising, and segmentation.
Head of Digital, Marketing & Brand – HICAPS (Part of NAB) (2022–2023)
Karen then defined and delivered the digital, brand, and customer experience strategy for HICAPS. She unified the digital and terminal customer journeys, rebuilt acquisition and retention programs, and strengthened the value proposition within Australia’s financial technology landscape.
Driving Growth in Technology, SaaS & Health
Led growth and digital transformation across technology, SaaS, and health sectors, blending strategic leadership with operational excellence.
Achieved a 4X uplift in key growth metrics at Hireup through digital advertising, CRO, segmentation, and go-to-market execution.
At HICAPS (NAB), delivered the digital, brand, and customer experience strategy, improving acquisition and retention.
At Employsure, managed a $4.5M/month revenue channel, brought paid media in-house, and drove $600K/month in organic revenue growth.
Known for modernising digital functions and lifting capability across acquisition, lifecycle, CX, automation, and experimentation. Strong ability to lead teams, embed innovation, and ensure digital becomes a key growth engine within complex organisations.
A Career Built on Digital Innovation & Customer Experience
At TAL, spearheaded the redesign of the entire digital ecosystem, delivering an award-winning website recognised for Best UX in Insurance, establishing her as a customer-centric digital leader.
At MetLife, strengthened capability in customer insight, global alignment, digital experience design, and behavioural analytics.
Built a strong agency-side foundation by leading major eCommerce and digital marketing teams across Australia and the UK.
Gained end-to-end experience across UX, enterprise CMS, performance marketing, omnichannel strategy, digital product innovation, and large-scale commercial management.
Developed a reputation as a versatile strategist able to bridge corporate complexity with innovative, effective digital execution.
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Financial Services: TAL & MetLife (2014–2016)
Karen’s digital career gained momentum at TAL, where she led the redevelopment of the organisation’s entire web and mobile experience. The project resulted in an award-winning website and a dramatic uplift in engagement, online sales capability, and digital maturity.
Her work at TAL strengthened her expertise in UX, digital strategy, content, analytics, and customer journey design.
She later joined MetLife, where she helped expand B2C digital capabilities, refine customer research frameworks, and align local strategy to global digital transformation programs. Her experience in life insurance shaped her ability to deliver compliant, customer-first digital experiences at scale.
Leading Digital & eCommerce at NetStarter/Salmat - Digital agency (2017–2020)
Karen moved into a senior agency leadership role at NetStarter (later acquired by Salmat), where she managed full-service digital and eCommerce capability for enterprise brands.
She oversaw a 9-person department spanning SEO, SEM, UX, design, analytics, and development, while delivering omnichannel strategies and transformation projects for retailers and large national brands.
Her work included:
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Integrating Human-Centred Design into agency delivery
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Launching innovative digital products, including the Lasoo Voice app with Google
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Managing multimillion-dollar P&Ls
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Driving significant improvements in brand awareness and revenue
This era established Karen as a respected leader in Australian digital and eCommerce strategy.
Education & Professional Development
Karen’s expertise is supported by a strong foundation in learning and development, including:
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Certificate IV in Entrepreneurship and New Business
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Apptio Cloudability Sales Foundation IBM
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Foundation Apptio Targetprocess Sales IBM
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Mini MBA in Marketing
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Certified Scrum Master (CSM) & Product Owner (CSPO)
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Human-Centred Design qualifications
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Diploma of Marketing
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BA (Hons) Interactive Multimedia
She continues to invest in emerging technology, AI capability, analytics, and customer experience innovation.
Today: A Strategic Advisor, Community Leader & Trusted Partner
Karen’s career reflects a deep commitment to digital excellence, community engagement, and delivering meaningful growth for Australian businesses.
Through Oceania Marketing Group, her community roles, and ongoing mentorship, she remains dedicated to building capability, strengthening local businesses, and helping the Moreton Bay region thrive.
SKILLS
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E-commerce
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Facebook & Instagram Ads (Meta Ads)
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Google Ads
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Digital Transformation
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Digital Marketing
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SEO & CRO
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Content Marketing
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Leadership
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Data Analytics
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SEM, PPC, Paid Social
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Digital Strategy
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UX and CX
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B2B and B2C marketing
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Marketing Automation
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CRM Marketing
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Persona Development
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Customer Journey Mapping
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Email Marketing, Funnels & Marketing Automation
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P&L and financial management, forecasting and reporting
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Stakeholder management
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Team management
PLATFORMS & TOOLS EXPEREINCE
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Google Analytics
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Sitecore
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Go High Level (GHL)
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E-commerce - Magento, Shopify, BigCommerce, WIX
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Adobe Experience Manager
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Salesforce CRM
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Salesforce Marketing Cloud
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Web Server Admin
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Adobe Analytics
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Looker Studio & Dashboard reports
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Lotame
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CRO, A/B & MVT - Optimizley, AB Testy
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Marketo
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Word, PowerPoint, Excel
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Hootsuite
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Google Adwords
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Facebook Ad Manager
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Google Tag Manager
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Agile
🏆 Work with Australia’s Best Digital Marketing Agency 2025
Let’s build your next stage of growth together.
We’re honoured to be officially recognised as Australia’s Best Digital Marketing Agency of 2025 by Best of Best Review. Read the full article here
At Oceania Marketing Group, we help businesses grow through modern marketing, digital transformation, and AI-driven strategy guided by two decades of hands-on expertise.
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