Digital Personalisation at Scale: Smart Marketing from Mattel

July 25, 2018, 8 a.m.

Event Details

The fact is, personalisation has the potential to deliver up to 10 times the ROI on marketing spend. It’s no longer simply an option - if you want to be successful, do it.

Personalisation is more important than ever as consumers are changing how they engage with brands. Personalised content manages to consistently capture consumers’ interest, even among the overload of information across social media and digital touchpoints. While all other information hits them in the face and still gets ignored, personalised content talks directly to them.

At this event, we are joined by international guest Joseph Park, former Global Chief eCommerce Officer for American multinational toy manufacturer Mattel. Joseph will discuss how leveraging digital personalisation, big data, and various technologies helps to identify your brand advocates and maximize consumer engagement and loyalty at scale.

Joseph will address some of the challenges businesses face when personalising at scale, and outline the Mattel approach, including:

  • How consumers engage with brands/retailers today across digital, social media, and mobile and what marketers can do to influence the path to purchase
  • How marketers can leverage Big Data to drive personalisation and customer loyalty and some of the challenges to executing this at scale
  • The challenges marketers face when driving consumer engagement and brand loyalty in an increasingly complex digital marketing ecosystem

This event is a keynote event and includes:

  • Tea, coffee and a light breakfast included
  • The audience will sit (theatre style) to listen to the presentations
  • 40-minute keynote presentation from Joseph Park
  • 20-minute interview session with Google's Shayne Orbell
  • Audience Q&A session will be held at the end
  • All attendees will automatically enter our business card draw on the day to have a chance to win great prizes!

Joseph Park, Global Chief eCommerce Officer, Mattel

Joseph is responsible for driving the company’s overall eCommerce and CRM / Big Data strategy across all their brands from American Girl to Barbie and Fisher-Price. Prior to Mattel, Joseph was Global VP of eCommerce at Forever 21, a leading fast fashion retailer, where he was the most senior eCommerce executive at the retailer. While at Forever 21, Joseph managed marketing, technology, merchandising, operations and customer service for its eCommerce businesses in US, Canada, Europe, China, Japan, Korea, India, and Mexico.

Prior to Forever 21, Joseph was CEO of, a leading off-price eCommerce retailer of designer fashion apparel and accessories, which he sold to a private equity firm in 2013. Mr. Park also has spent time as a senior executive at Amazon, where he launched Amazon’s advertising business, now a multi-billion business, and headed new product development for the company. Mr. Park also has been a senior executive at News Corp., Microsoft, and founded same day delivery eCommerce startup (Amazon was the largest shareholder). He started his career at Goldman Sachs and has an MBA from Harvard Business School and graduated with a BA from New York University.

Shayne Orbell, Head of Strategic Technology Partners, Google [MODERATOR]

Shayne currently works in the Advanced Data Solutions area of Google helping advertisers, agencies and partners utilise their data more effectively across Google's platforms including DoubleClick, Adwords, YouTube, and GA360. Prior to this role, he headed upmarket growth in Programmatic media buying across Asia Pacific launching the DoubleClick Bid Manager product to Asia and most recently running the Google DoubleClick AdExchange across APAC.


Joseph Park

Joseph Park


Global Chief Ecommerce Officer
See Bio
Shayne Orbell

Shayne Orbell


Head of Strategic Technology Partners
See Bio


July 25, 2018
8 a.m. - 10 a.m.


General Assembly
Podium Building, Level 2, 1 Market Street Sydney2000

The Team

Amber Dermoudy

Amber Dermoudy

Interactive Minds

Sydney Chapter Director
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Brooke Cashman

Brooke Cashman

Interactive Minds

Sydney Chapter Director
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Join Us!

Don't miss out on the opportunity to network with the industry and learn from your peers at this event.