About us

Aimee Engelmann, Flipside Founder

About me

With 25 years in marketing, sales, and growth, I consult B2B businesses to enhance marketing outcomes and create scalable growth systems. Having built and sold three successful businesses, I leverage my experience in leading digital marketing teams and building successful businesses to maximise ROI for clients with revenues from $10 million to over $600 million. My qualifications allow me to diagnose barriers to growth and develop tailored solutions.

What I do

I specialise in developing strategies and solutions that enhance marketing results and create scalable growth systems. My customised approach for each client may include:

• Strategy development: collaboration with CEOs, founders, boards, investors and marketing teams to develop strategies that maximise ROI.
• Improving marketing results: enhancing marketing results through strategic insights and tailored solutions.
• Creating growth systems for scaling businesses: design of growth systems that enable businesses to scale effectively and sustainably.
• Strategic alignment of sales and marketing: alignment of sales and marketing through a seamless integration of people, processes and technology to exceed business objectives.
• Investment gap analysis: gap analysis to evaluate planned marketing and sales investments for optimal effectiveness and return on investment.
• Building marketing capability in-house: development of in-house marketing capabilities to empower teams and drive results.
• Diagnostic for identifying barriers to growth: conduct diagnostics to clearly identify and address barriers to growth.

Education, qualifications and awards

• Graduate of the Australian Institute of Company Directors, GAICD
• Bachelor’s Degree in Commerce
• Chief Marketing Officer of the Year 2022, Australian Marketing Institute
• Hubspot Partner Certified
• I have built and sold three businesses including a marketing agency, a Philippines-based outsourcing company and a skincare brand.

Proven success

• Revenue growth: Delivered $16 million in new business revenue by tripling lead volumes, reducing cost per acquisition by 41% and improving sales conversion, from prior FY result of $4 million.
• Built value into growth systems: Contributed to embedding growth systems into the sales and marketing strategy, leading to the group’s acquisition in late 2021 for $1.1 billion.
• Marketing and sales transformation: Introduced a system to measure and optimise cost per lead, cost per acquisition, lead volume, and sales conversion while implementing significant changes to marketing and sales systems for long-term value. Retained high- performing staff, managed stakeholders globally and contributed to the company winning the Australian National Growth Company Awards in 2021.
• Strategic demand generation: successfully created growth systems and aligned previously disconnected teams, resulting in hitting both top-line revenue goals and EBITDA targets for FY22.

Helena Smith, Growth Consultant

About me

With over 17 years of experience I am a strategic marketer dedicated to helping businesses unlock their growth potential. My expertise spans various industries, from retail, property and publishing, to customer experience and outsourcing, across Australian, United Kingdom, European, US and Philippine markets. My broad experience has equipped me with a diverse skill set and a deep understanding of market dynamics and the strategic role marketing plays in business growth, which is so often overlooked.

What I do

I offer tailored marketing leadership solutions for organisations that need high-level strategy without the full-time commitment. My approach, bespoke to each individual client, may involve:

• Strategic marketing leadership: designing and executing integrated marketing strategies that align with business goals, accelerate revenue growth and elevate brand equity.
• Departmental budget and talent strategy: development of the marketing department’s talent and investment strategy and roadmap, ensuring strategic alignment to broader business growth objectives.
• Customer acquisition and retention: design of and guidance in the implementation of customer acquisition strategies, encompassing lead generation, funnel optimisation, sales and marketing alignment, along with lifecycle marketing to enhance customer retention and loyalty.
• Brand strategy: shaping and elevating brand identities, supporting the delivery of cohesive messaging and strategic positioning across all platforms.
• Communications strategy: development of multi-faceted communications strategies, executed across channel campaigns that drive brand awareness, engagement and customer/employee loyalty.
• Digital marketing strategy support: an ROI-focused digital marketing strategy reset spanning SEO, SEM, social media and content marketing.
• Data driven decision making: oversee the development and analysis of key marketing metrics to measure activity ROI and ensure alignment with overall business goals. Key to demonstrating the immense value marketing can provide when pursuing growth.

Education and qualifications

• Masters in Digital Marketing
• Post Graduate Diploma in PR and Journalism
• Diploma in Digital Marketing
• Bachelor of Business Marketing
• Lean Six Sigma Yellow Belt Certification
• Prince 2 Project Management Certification

Proven success

• Revenue growth: Increased annual new business revenue by 100%. Implemented a comprehensive marketing strategy that drove a significant increase in annual new business revenue, achieving a year on year growth rate of 100%.
• Enhanced brand recognition: Led a rebranding initiative that resulted in a 55% increase in brand recognition, positioning the organisation as a market leader in its industry.
• Increased lead generation by 150%: developed and executed an inbound lead generation strategy that increased lead generation by 150% year on year. 
• Reduced cost per lead by 70%: Optimised the lead generation strategy, resulting in a significant reduction in CPL while increasing conversion rates by 15%.
• Achieved 1,000% ROI on digital campaigns: Launched targeted digital marketing lead generation campaign that achieved a 1,000% return on investment (ROI), demonstrating efficient budget allocation and strong campaign performance.
• Improved website traffic by 500%
• Led a comprehensive digital marketing strategy that increased website traffic by 500%, enhancing on site conversion and lead generation efforts.
• Successful product launches: Orchestrated the launch of countless new products, with the majority achieving or exceeding sales targets within the first year of release.
• Market penetration: Drove the successful entry of a new product into a competitive market, capturing 5% market share within the first 12 months.
• Led structural changes across numerous organisations to ensure the marketing function was best positioned to support broader business objectives, utilising a strategic blend of on and offshore resource to maximise efficiency with consideration of cost of labour.
• Zero-based budgeting: implemented zero-based budgeting to ensure every marketing expense is justified and aligned with strategic goals, eliminating unnecessary expenditure and allocating investment to channels that deliver the highest ROI.
• Grew social media following by 40%: Developed and executed a social media strategy that increased the brand’s online following by 40% over 12 months.
• Test and scale: Launch pilot campaigns with small budgets, scaling up only those that demonstrate strong performance and proven ROI.

Michiel Tops, Growth Consultant

About me

I am a senior marketing executive with over 20 years of experience in FMCG, retail, digital marketing, and e-Commerce. I specialise in driving commercial growth, strengthening brand positioning, and leading digital transformation for both premium and mass-market brands. With deep expertise in scaling businesses, optimising go-to-market strategies, and leveraging data-driven insights, I help brands enhance customer experience and achieve sustainable growth.

What I do

I provide tailored growth and marketing strategies to businesses in FMCG, retail, and e-commerce, enabling them to scale effectively, adapt to market changes, and achieve long-term success. My approach, customised to each client’s needs, may involve:

• Brand strategy and growth

• Omni-channel marketing

• e-Commerce and digital acceleration

• Retail and consumer engagement

• M&A and business integration

• Data-driven decision making

• Team leadership and transformation

Proven success

• Strategic marketing leadership: Led marketing efforts for a high-growth business, delivering ~8% YoY net sales growth while strengthening key retail partnerships.

• e-Commerce platform development: Launched a new e-Commerce platform with a forecasted first-year revenue of $4.5M and expanded marketplace presence.

• Digital and e-Commerce growth: Defined a strategic roadmap for digital and e-commerce growth across a $975M product portfolio, increasing direct-to-consumer revenue by 86% YoY.

• Budget and market share management: Managed an $80M annual marketing budget, achieving 0.9% market share growth and launching key initiatives to strengthen brand equity.

• Global and regional brand strategy: Directed global and regional brand strategies, driving product innovation and successful go-to-market executions across health and personal care categories.

Finella Panlilio, Digital Marketing Consultant

About me

With over 10 years of experience in marketing automation, digital marketing implementation, and operations, I specialise in transforming complex workflows into seamless, data-driven systems that drive measurable growth. Having worked with businesses across Australia and the US, I leverage my expertise in marketing technology, analytics, and strategy to help businesses unlock their full potential by aligning marketing and sales efforts for maximum ROI.

What I do

I focus on delivering  marketing campaigns that deliver results, enhance marketing efficiency and  create scale.   My areas of expertise include:

• Digital marketing and measurement 
• Marketing automation
• Strategic alignment

• Data analysis and reporting

• Process optimisation

Proven success

• Achieved 150% increase YoY in marketing-generated leads through optimised inbound strategies and targeted campaigns, driving measurable business growth.

• Successfully implemented and optimised CRMs for businesses, enabling marketing and sales alignment and transparency of results

• Executed complex HubSpot portal migrations and ensured data integrity was maintained with minimal downtime.

• Increased conversion rates by 11% through data-driven improvements to landing pages, lead forms, and automation workflows.

• Developed custom dashboards and reporting frameworks, empowering businesses with real-time data for strategic decision-making.

• Led cross-functional marketing projects, coordinating diverse teams to ensure timely delivery and measurable success.

• Improved project efficiency and team productivity by implementing automations, minimising bottlenecks, and facilitating smooth task execution.