Danielle
Kartika
Microsoft. BMW. BPAY. Now the fund people retire on. Same discipline: make complicated things findable, usable and trusted.
Agency trained, in house accountable.
Fifteen years agency side for large brands. In house at a superannuation fund since 2022, where the work moved past production into digital experience and transformation.
I led the digital workstream through a move to a new administration platform and Customer Hub, and I am now leading the migration to Adobe Experience Manager.
I own what gets built, what it should do for the customer, and whether it did.
Selected work
Member portal transformation
A month offline, and every member registering again.
Complaints halved Read the case study → 02Super Calculator
The product was fine. The name was keeping members out.
Clicks up 101% Read the case study → 03Service promise
Trust claims nobody can check, replaced with numbers they can.
Proof, not adjectives Read the case study → 04Webinar program
An invitation starts the conversation. Initial pension account balances were observed within six months.
$16m+ Read the case study →Agency side, 2007 to 2022
Fifteen years in agencies
Microsoft / Qantas / Vodafone / BMW / Hyundai / KIA / Mini / Nivea / BPAY / OSKO / TAL / REST Super / Sharesies / Defence Force Australia
In house, 2022 to now
Then in house, where the title stopped fitting
Superannuation / Public site / Member portal / Adobe Experience Manager / Search / Accessibility / Compliance / Agency partners
Fifteen years learning to deliver. Four years learning what is worth delivering.
Where I've led
Making the case, then making it work
Carried a fund's members through a month with no portal
Every member had to register again. I put up the recommendation and took six functions with me. Complaints halved, call volume down 60 per cent by week two.
Built somewhere for members to land while the door was shut
Marketing was paused either side. People still arrived, so I made the case for somewhere to capture them. Around 150 joined while the portal was dark.
Found the word that was keeping members out
A projection tool only two cohorts would open. The name was the barrier, so I recommended the rename and ran the redirects behind it. Clicks up 101 per cent, now the most visited page on the site.
Put the unflattering number on a public page
Annual report service data, rebuilt around what members worry about. Including the escalation rate to the complaints authority. A trust claim members can check.
Then I started building the tools instead of waiting for them.
Two agents in production for the fund. One checks work against brand guidelines, compliance guardrails and disclaimers before it reaches approval. The other is a campaign builder that halves production to live.
Outside work, an AI marketing agent over an Obsidian knowledge graph, running independently for Marvel Homes.
Track record
Nineteen years, in order
- 2022 to now
- Senior Digital Producer, digital experience and transformationNGS Super. Website transformation for a new administration platform, now leading the migration to Adobe Experience Manager.
- 2017 to 2022
- Senior Digital Producer, BMF AdvertisingLarge scale websites and integrated campaigns for financial services, government and enterprise. Website transformation for BPAY.
- 2007 to 2017
- Digital Project Manager and Producer, agency sideWebsites, CRM, email and integrated campaigns for Microsoft, Hyundai, Vodafone, Qantas, Nivea and Defence Force Australia.
Education
Bachelor of Economics / UX Designer Certificate, General Assembly
Platforms
Adobe Experience Manager / Adobe Journey Optimizer / Salesforce Marketing Cloud / Kentico / GA4 / Google Search Console / SEMrush / Screaming Frog / Hotjar / Figma / Miro / Obsidian knowledge graph with Cursor agents / Agentic campaign builder on Claude / HTML / CSS