Amber McDermott

I am the Senior CRM and Retention Manager at Liberated Brands, overseeing email and SMS channels, retention strategies, and loyalty programs for more than 12 brands, including Billabong, Quiksilver, Roxy, Volcom, and Surf Dive ‘n Ski.

Originally from Canada, I’ve called Australia home for nearly 17 years. I have two young children and love traveling with my family. I began my career in the travel industry, marketing beautiful destinations to fellow travel enthusiasts. Over the past 5 years, I’ve shifted directions to work with some of the world’s top sports fashion brands.

A successful eCommerce professional must be adaptable, staying ahead of industry changes, trends, and evolving customer behaviours. Creativity and innovation are key in standing out amidst competition, and leveraging new technologies to deliver an exceptional on-site customer experience is essential.

My biggest professional success so far has been working with so many talented young women and supporting their growth into successful marketing professionals. Recently, some of these women played a key role in the successful migration to new email marketing and loyalty platforms for 8 brands, all within just 3 months!

I’m passionate about equality in the workplace – I love seeing women shine! Also, work/life balance, especially being a mum. Two full-time jobs are not easy!

I think the biggest challenge facing eCommerce brands is share of voice and standing out from competitors. Getting customers’ attention and offering them something unique to come back for.