Meet the Team
Over 15 years, Lee has developed a comprehensive skill set spanning research, data analytics, insights gathering, and design thinking. As former Head of Strategy and Experience at Social Soup, she shaped the direction of the agency’s tech enabled products, services and CX. During this time, Lee led machine-learning projects including the development of the Deep Matching Algorithm, designed to pair influencers with brands, informed by content style, influence typology and brand archetype. Most recently she has acted as a strategic consultant and leading product design for a product recommendations start-up, successfully managing the development and launch of a beta prototype.
Embracing roles that have spanned the analytical rigour of mergers & acquisitions and corporate valuations, the data-driven landscapes of market research and insights, and the inventive frontiers of strategy and product design, Lee has continually showcased an ability to connect the dots, discern patterns, and discover business opportunities.
Expressing a unique blend of creativity and logic, Lee also found joy in design, sketching, illustrating and photography. Her diverse skills, combined with her passion for artificial intelligence and a hands-on learning approach, enable her to turn future concepts into today's practical applications.
Simone started her career 30 years ago as a direct marketer, utilising data to deliver a positive ROI for businesses. She followed the rise of digital and produced globally awarded innovative work in both Australia and the UK. After many years as Managing Director of digital, social media and CX agencies, Simone founded Liquid CX consulting and currently works with companies on their strategic application of marketing automation.
As a recognised industry leader Simone is part of ADMA's Education Committee and has written courses for industry qualifications including CX, Digital Marketing, Retention Marketing Strategy, Martech and Personalisation.
Over the last couple of years, Simone's digital transformation work has expanded with the introduction of AI technologies. She has led numerous projects helping executive teams navigate not just tech choice and adoption, but also the resulting change management required for the rapid workforce shift.