Chelsey Walsh, Performance Marketing Leader

About

The work behind
the numbers

I've spent 15 years in performance marketing. Agency-side in Dublin and Sydney, then senior in-house leadership across APAC and Europe. Different environments, same focus: build the kind of digital operation that actually moves the commercial numbers.

I work across the full acquisition and retention stack: paid media, SEO, CRM, lifecycle marketing, attribution and analytics. My approach is always commercial first. I care about CPL, ROAS, CAC and what happens after the click.

Kantar Led digital growth across 13 APAC markets with an eight-figure budget. Delivered 30% user growth while reducing investment by 15%.

FoodByUs Built the digital growth function from scratch. Delivered 1,800% customer growth in three months.

George Corbett Motors Connected paid media, CRM and sales outcomes into an integrated attribution framework. Grew enquiries by 61% and sales by 19%.

I'm at my best when I'm building something (a growth function, a measurement framework, a team, or a strategy) with room to own the outcome end to end.

What I Do

The work, in full

From paid acquisition to lifecycle marketing, across the full channel mix. The focus at every stage is commercial: cost, return, and what can be improved.

Performance Media

Paid search, paid social, programmatic display and video, app, CTV and OOH. Strategy, execution and continuous optimisation against CPL, ROAS and CPA targets.

CRM & Lifecycle

Customer segmentation, lead scoring, lifecycle strategy, retention programs and automated communications designed to improve engagement and reduce churn.

Digital Growth Strategy

Acquisition strategy, funnel design, conversion optimisation and growth infrastructure. Building the systems and processes that make acquisition more efficient and scalable over time.

Analytics & Attribution

GA4 implementation, multi-touch attribution frameworks, marketing measurement and commercial reporting that connects channel performance to revenue outcomes.

SEO & Organic Growth

Organic search strategy, content-led growth and technical SEO. Built to complement paid investment and systematically reduce long-term acquisition cost.

Team & Budget Leadership

Cross-functional team leadership, agency management and eight-figure budget ownership with full P&L accountability, board-level reporting and stakeholder management.

Results

Numbers that matter

Outcomes from roles I owned personally, across startup, agency and corporate.

+61%

Enquiry growth through integrated acquisition, attribution and CRM optimisation

George Corbett Motors, alongside +19% sales growth and +59% conversion rate improvement

+30%

Active users year-on-year across 13 APAC markets, achieved with a 15% budget reduction

Kantar, exceeding all regional targets across China, India, Australia and 10 further markets

1,800%

Customer growth in three months, delivering 20,000 sign-ups from a standing start

FoodByUs. Built the digital growth function from scratch.

−79%

CPA reduction alongside +20% ROAS improvement within six months of strategy implementation

Psytech Digital, across search, social, app and video

Awards

Recognised for digital transformation

In 2026, George Corbett Motors won Best Digital Transformation and was named Overall Winner at the Local Enterprise Office Waterford Digital Awards.

As the sole person in the marketing function, Chelsey led the digital marketing, CRM and measurement work that supported the transformation.

Best Digital Transformation

Awarded to George Corbett Motors at the Local Enterprise Office Waterford Digital Awards 2026.

Overall Winner

George Corbett Motors was also named the overall winner at the 2026 awards.

The awards recognise the digital progress behind the business, including stronger marketing infrastructure, clearer measurement and a more connected customer journey.

Experience

Career history

Oct 2023 – Present

George Corbett Motors

Waterford, Ireland

Marketing Manager / Head of Marketing

+61% enquiries +19% sales +59% conversion +23% website traffic

Own end-to-end digital ecosystem across acquisition, CRM, retention and customer journey optimisation across four OEM brands
Built integrated attribution framework connecting GA4, CRM, lead generation platforms and sales outcomes to improve reporting accuracy and commercial insight
Developed lead scoring and enquiry optimisation processes to improve conversion efficiency and sales prioritisation
Manage acquisition across paid search, paid social, website, SEO and multichannel digital campaigns
Partner directly with sales leadership to identify customer trends, improve follow-up processes and optimise conversion journeys
Lead integrated campaign execution across digital, CRM, content, radio, dealership and aftersales activation

Jan 2021 – Aug 2022

Kantar

APAC (Remote)

Digital Marketing Director

+30% active users −15% budget 13 markets 8 languages

Led revenue-generating acquisition and retention strategies across 13 international markets including China, India and Australia
Managed eight-figure marketing budgets, cross-functional teams, agency partners and affiliate networks
Oversaw full digital ecosystem across paid search and social, programmatic display and video, app, SEO, affiliates, YouTube, Baidu and CRM-led loyalty activity
Owned regional planning, localisation and execution of multi-market campaigns in 8 languages
Built audience segmentation and lifecycle approaches to improve engagement and research panel recruitment outcomes

Jan 2020 – Oct 2020

FoodByUs

Sydney, Australia

Senior Growth Marketing Manager

1,800% customer growth 20,000 sign-ups in 3 months

Built the digital growth function from scratch, covering acquisition, CRM and lifecycle marketing
Led CRM, segmentation and lifecycle strategy to improve commercial outcomes
Owned acquisition across paid media, search, social and retention channels
Built marketing and attribution infrastructure to optimise customer performance

Oct 2015 – Dec 2019

Performics Australia

Sydney, Australia

Business Director / Account Director / Account Manager

3 promotions in 4 years Eight-figure budgets Tier 1 clients

Held P&L responsibility across eight-figure annual media budgets, driving revenue growth from Tier 1 clients across FMCG, retail, gaming and technology
Led integrated digital media strategy across SEM, paid social, programmatic display and video, CTV, app, eCommerce marketplaces and programmatic OOH
Served as senior strategic advisor to major clients including Bayer (Berocca, Elevit, Bepanthen, Canesten), Lenovo and Toyota
Account lead for Toyota National & Dealer Network Australia: managed 256 dealership SEM accounts, delivered −19% CPL and +30% website leads YoY

Jun 2014 – Jun 2015

Psytech Digital

Dublin, Ireland

Digital Manager (SEM / PPC)

−79% CPA −23% CPL +20% ROAS

Managed seven-figure annual media budgets across search, social, app and video channels
Delivered −79% CPA, −23% CPL and +20% ROAS within six months through acquisition and retention strategy
Integrated digital acquisition and remarketing to support national TV ad campaigns

Aug 2013 – Jun 2014

Groupon International

Dublin, Ireland

SEM Campaign Specialist (EMEA)

Coordinated seven-figure SEM budgets across EMEA campaigns
Led launch of 470 multi-lingual, geo-targeted campaigns across international markets
Managed EMEA merchant accounts contributing 6% of total site traffic and conversions

Jun 2011 – Aug 2013

eSpatial Solutions

Dublin, Ireland

Corporate Marketing Executive (Global)

Managed global digital marketing activity across SEM, paid social, PR, SEO and content
Owned six-figure budgets supporting international growth and brand visibility
Delivered blog content and customer case studies to support demand generation

Chelsey
Walsh

The work behind
the numbers