digital marketing masterclass.

date: Wed 07 & Thu 08 October

location: 530 Collins Street, Melbourne 


This 2-day masterclass provides marketing managers, leaders and teams with the opportunity to learn the core components of developing and delivering a successful digital strategy that is integrated with a broader marketing approach.

course overview

In the age of the customer, digital has never been so important as a vital part of the marketing mix. But for many managers and leaders, the path to effectively leveraging digital is still unclear.

There are many digital marketing strategy courses out there but most focus on channel strategies and tactical execution.

Our program is designed to help marketing managers, leaders and teams understand the key aspects of digital marketing, how they fit into a wider marketing strategy and how to effectively enable success across marketing tech, data and ways of working. This course will provide participants with the confidence as individuals and as a team to ask the right questions and guide the digital journey.

Highly interactive and practical, the program also provides a forum for you to sound board thoughts and ideas and wrestle with what digital means for your marketing strategy.


This course is currently available as onsite training for marketing teams and is a collaboration between Arktic Fox and JBZ Digital.

what you can expect to learn

01/ digital - changing the nature of marketing 

Understanding the market- key trends, behaviors and the path to purchase
The importance of digital as part of the marketing mix 

02/ digital strategy

Introduction to a new way to think about digital strategy

03/ the strategic foundation

Develop key objectives in line with broader marketing goals
Defining target audience/s and the unique value proposition

04/ customer journey mapping & the role of digital channels

The marketing funnel / customer journey framework
The role of digital channels across the customer journey

05/ digital channel strategies

Leveraging digital channels through integration
A closer look at search, programmatic, social, email and the role of content

06/ ways of working

Evolving ways of working to take advantage of the digital opportunity

A look at agile ways of working in a marketing context

07/ data and analytics

Leveraging data and analytics to power digital ambitions

A look at the role of privacy management

08/ marTech

Navigating the MarTech landscape – tools and technologies available

Selecting the right MarTech to underpin your digital strategy

09/ measurement

Defining a measurement framework to measure short- and long-term success
Leverage learnings to improve performance

10/ building a case for change

Selling the vision to garner stakeholder buy-in
Sizing the investment and staying the course

who is the program for?

This Masterclass is relevant for any marketing leader or team member who is looking to connect the value of digital with wider marketing principles to ensure a sound, strategic direction for their business.


As well as developing valuable skills for individuals, the course aims to generate immediate benefits for organisations with employees who feel empowered to make the right decisions in the digital space.


Marketing Managers

Marketing managers who are leading the digital output or leading the digital team in their organisation.

Marketing and

Customer Leaders

Marketing and customer leaders who are embarking on transforming or modernising their marketing function or planning on rebuilding their marketing function.


Marketing Teams

Multi-function marketing team members, tasked with delivering a full-funnel marketing solution.


Performance Teams

Digital team members responsible for the performance digital delivery who must work within a holistic marketing framework.

course facilitators 

Teresa Sperti

This program is led by the highly seasoned and regarded Teresa Sperti. A Customer and Digital leader with over 20 years’ experience working for leading brands including Coles, Officeworks and World Vision amongst others. Teresa most recently spearheaded the transformation of the marketing function at World Vision. During her tenure she led a team of over 70 people across analytics, data, digital, experience, content and more.


Teresa’s leadership in the digital, product and customer space has delivered substantial growth and transformative change for organisations in rapidly evolving markets. A thought leader within the Australian Marketing industry, Teresa regularly presents at conferences and events on a diverse range of topics including customer experience, data,  marketing technology and leadership.

Teresa is the founder of Arktic Fox, an advisory and learning organisation specialising in customer transformation and growth and is a Non-Executive Director of BIG4 Holiday Parks. She possesses deep expertise and knowledge in data, digital and customer experience and has led transformation change in large organisations.

Teresa was named in the top 20 CMOs in Australia in 2018 which recognises Australia's most innovative and effective marketing leaders in the country.

Marcus Betschel

Marcus has over 10 years’ experience in marketing before specialising in digital and social media nine years ago. He has provided strategic counsel and implementation to a number of Australasian and global clients across a variety of sectors. He has held senior digital roles in some of the largest and most successful media and performance agencies in Australia.

For the last 2 years, Marcus has been CEO of JBZ Digital, a boutique digital agency, that has quickly built a reputation for delivering quality digital results for clients across a range of sectors. In this time, they have developed a digital education program to train members of the Essendon VFLW team to become qualified digital practitioners. This program is set to continue to broaden out wider amongst the AFLW and potential partnerships with key digital platforms.

Marcus loves to transform businesses and brands, turning digital execution and social media into
a practical, dynamic communication tool that links paid, owned and earned media. His experience in data and performance platforms drives him to continually innovate and evolve, understanding data will form the connection point between digital media, social media and the end consumer.

arktic fox footer.png