I deliver tailored digital solutions by asking the right questions.
In today’s fast-growing digital world, the web continues to revolutionise how we shop, learn, and connect. With billions of users online, providing impactful digital experiences is more important than ever.
By asking the right questions, I deliver customised digital solutions that are engaging, user-centric, and designed to stand out. Whether you're a small business or a large enterprise, I can help enhance your digital presence, by driving meaningful engagement and results.
Meet Anthony Cruz: me@anthonycruz.space
Skills & Expertise
Project Delivery
Experienced in project delivery with expertise in Agile, Scrum and Waterfall methodologies. A strong understanding of the Software Development Life Cycle (SDLC) and can effective launch projects through effective leadership and collaborative team management.
Business Analysis
Expert in investigating, analysing, and documenting both business and technical requirements. Proficient in process mapping, facilitating workshops, data analysis, and refining user stories to ensure clear, actionable insights. Experienced in delivering Business Requirement Documents (BRDs), business cases, reporting packs, and implementation plans to support informed decision-making and successful project outcomes.
Stakeholder Management
Proven experience working closely with Executive leadership, Business and Technology teams, and Project personnel to drive strategic decisions and align project goals with organisational needs. Skilled in understanding, eliciting, and documenting complex requirements, facilitating cross-functional collaboration, and effectively managing customer outcomes. Known for building strong stakeholder relationships to ensure alignment, transparency, and successful project delivery.
Content Strategy
Strategic Content Specialist with expertise in designing and delivering content strategies that drive user engagement and elevate the overall user experience. Skilled in managing both global and localised campaigns, ensuring that content resonates with diverse audiences while aligning with brand objectives. Proficient in crafting engaging, user-centred content that is optimised for various platforms, enhancing brand visibility and supporting business growth through impactful storytelling and tailored messaging.
Conversion Rate Optimisation (CRO)
Experienced in Conversion Rate Optimisation (CRO) with a strong focus on user research, creative UX/UI development, and A/B testing to enhance user engagement and drive results. Skilled in data analysis to uncover insights and trends, crafting detailed reporting packs to inform strategy and track performance. Proficient in solution delivery, developing and implementing actionable plans that align with business goals and optimise conversion pathways effectively.
Search Engine Optimisation (SEO)
Experienced in driving comprehensive SEO strategies through effective tactics, in-depth audits, and technical solutions to enhance search engine visibility and performance. Skilled in creating SEO-focused content strategies and providing campaign support that aligns with business objectives. Proficient in SEO analysis and developing detailed reporting packs, tracking metrics to inform data-driven decisions and continuous optimisation.
Technologies and Aids
Content Management Systems
Adobe Experience Manager (AEM)
Hybris
WordPress
Magento
Umbraco
Squarespace
Project Tools
JIRA
Confluence
Sharepoint
Excel
PowerPoint
Word
Office
Reporting
Adobe Analytics
Google Analytics
Google Search Console
Google Trends
SEMRush
Moz
Creative & Code
Insider
Insightech
Adobe Photoshop
Adobe Illustrator
Figma
HTML, CSS & JavaScript
Brands I’ve worked with
Samsung Australia
Experience, Optimisation and Content Manager
As the Experience and Optimization Manager for Samsung Australia, I led key initiatives to enhance the Direct-to-Consumer (DTC) business, including delivering a high-impact Conversion Rate Optimization (CRO) program and spearheading the Search Engine Optimization (SEO) program. My responsibilities encompassed project delivery and detailed business analysis, from gathering requirements and creating flow charts to developing test scripts to ensure project accuracy. I also drove site and campaign optimization strategies, aligning each with business goals to maximize user engagement and conversion. Additionally, I contributed to creative development by conducting user research, refining UX/UI, and executing A/B testing to continuously improve the customer experience.
BIG W
Experience & Content Specialist
As an Experience and Content Specialist for one of Australia’s largest FMCG company, I played a key role in project delivery and business analysis, including gathering requirements and developing flow charts to optimize processes. My responsibilities extended to site search optimization, taxonomy and category creation, and implementing SEO tactics to enhance site performance and content discoverability. I also led content strategy and management, aligning content with user needs and brand objectives, while overseeing campaign delivery and execution to ensure cohesive, high-impact marketing initiatives that drove engagement and conversion.
ASICS Australia
E-commerce Coordinator
As an E-commerce Coordinator, I managed content for ASICS.com.au, Onitsuka.com.au, and ASICSTiger.com.au, ensuring product listings and promotions were accurate, engaging, and aligned with the brand's tone. I led campaign execution, handling both global and local strategies to drive online visibility and sales. My role involved creative writing, crafting compelling product descriptions, managing product life cycles, and curating category assortments to enhance the shopping experience.
I also managed user-generated content (Bazaarvoice), and applied SEO best practices to improve search engine performance. Working closely with our global platform team, I locally led the optimisation of UX/UI through A/B testing and analytics, ensuring an intuitive, data-driven user experience that maximised conversions.
Choosi Insurance
Content Manager
As a Content Manager at Choosi, a dynamic startup, I played a pivotal role in shaping the company's content strategy. My responsibilities included conducting in-depth content research, developing detailed content plans, and creating a strategy that aligned with both the company’s goals and SEO best practices. I ensured all content was optimized with relevant keywords, meta descriptions, and internal linking to boost search engine rankings. I also managed content on the CMS platform, ensuring it was not only up-to-date but also SEO-friendly. Additionally, I troubleshooted CMS issues and implemented enhancements to improve performance and user experience, all while ensuring content met modern SEO standards to drive traffic and engagement.
Contact
Testimonials
“Working with Anthony was transformative for our digital strategy. His deep expertise in digital projects, user experience and content optimisation drove measurable growth and significantly improved our online engagement.”
“A true digital strategist, Anthony blends technical expertise with creativity. His insights in CRO, content development and project delivery elevated our digital presence, helping us reach and engage our target audience more effectively.”
“I’ve had the privilege of witnessing Anthony’s growth into a digital powerhouse. His commitment to learning and skilful application of digital methodologies sets him apart. My go to partner for all my AI projects.”
“Throughout my experience working with Anthony, I’ve been consistently impressed by his professionalism and adaptability in the digital space. He is a proactive, collaborative, and solution-oriented, which has made him an invaluable asset to any team.”
