Global Technology Leader | Seasoned Startup & Board Advisor | Formerly at Amazon, Zillow, Lending Tree

I never set out to be a personal brand. I have always seen myself as an operator and partner to other people’s projects, not someone who needs the spotlight.

I also know what it feels like to have a strong track record and still feel invisible.

For more than fifteen years I worked inside large organisations. At Amazon in the United States, United Kingdom and Australia I led sales, marketing and partnerships. I helped launch private brands, build small business innovation programs and grow advertising and search products across regions. At a global music and media company I led streaming and commercial partnerships around music and film catalogues, working closely with artists, managers and platforms.

I was proud of the work. We launched real products, moved real numbers and helped brands grow. But outside those walls none of that automatically translated into the next opportunity. Titles and logos only tell part of the story.

Returning to Sydney, I shifted from large company roles into building systems directly around creators and smaller teams. I work with podcasters, musicians and direct to consumer brands on the unglamorous pieces that actually drive growth. Planning topics. Turning long form video into short form clips. Tightening hooks, captions and calls to action. Building simple engines that make consistent content and audience growth possible.

In parallel I do what I used to do at Amazon and AWS, now with modern tools. I design revenue and marketing systems powered by AI, Zapier and automation. Lead capture, messages, tagging, reporting, content calendars, launch plans. All the operational plumbing that lets teams scale without burning out. I am familiar with the major content creation tools and with implementing digital transformation strategies that stick.

The common thread is simple. There are capable and humble people doing good work who are overlooked because their sales, marketing and content systems are weak or missing. They do not need viral fame. They do need a clear story, a repeatable way to show up and operations that hold together when things get busy.

That is what I help with now.

Building sales and marketing playbooks from first touch to close.
Turning podcasts, video and expertise into consistent content that drives enquiry.
Using AI and automation to remove manual work and give leaders clear numbers.

If you are in Sydney or remote and you are trying to grow revenue, sort out your marketing or figure out where AI and automation fit into your business, send me a message and tell me what you are working on.

Chadd SJ Ciccarelli

BT Group

Director of Group Strategic Partnerships, reporting directly into BT Group's Executive Committee. My team leads engagement with BT's most critical Big Tech partners, including Amazon, Google, Microsoft, NVIDIA, SaaS platforms Salesforce and ServiceNow, and Generative AI partners such as Anthropic, Mistral, and Cohere. We work with partners to deliver on BT Group's strategy, driving topline growth, transformation, and leverage new & emerging technologies such as generative AI, Copilots, and agentic capabilities to achieve commercial outcomes. 

I am also the Executive Sponsor for BT Group at Women@Tech, a consortium comprising BT, Amazon, Google, Meta, Samsung, Uber, Cisco, and more, to amplify the impact of gender equality initiatives at our companies.

Director, Group Strategic Partnerships

Director of Strategic Partnerships for BT Digital, reporting to the COO. My team drives joint go-to-market revenue opportunities and innovation with BT's largest Cloud and SaaS partners, to achieve business + digital transformation. Big Tech remit includes Amazon AWS, Google GCP, Microsoft Azure, NVIDIA, Salesforce, and ServiceNow; and Anthropic and Cohere on Generative AI.

BT is the world's oldest telecommunications company, and one of the largest in Europe with over 100,000 employees. Globally, BT provides connectivity in 180 countries and powers critical infrastructure for consumers, enterprises, and the public sector in the United Kingdom and beyond.

Director of Strategic Partnerships - BT Digital

Amazon

I brokered large scale enterprise (B2B2C) deals for Amazon Prime and Amazon content services (Prime Video, Amazon Music, Audible, Twitch, Luna gaming) with top telcos, MVPDs, and top OEM partners such as Samsung across the EU.

Beyond my day job, I was a highly-engaged Amazonian with 'Role Model' rating. I was an Amazon Bar Raiser (elite interviewer who can veto hiring manager decisions) and Bar Raiser Mentor to train others. Also DEI lead for the Corporate Development department, Europe-wide events speaker, doc writing bar raiser and trainer for Amazon Business Writing and Working Backwards (PRFAQ) innovation process. Certified presenter for Amazon Web Services Executive Briefing Center (AWS EBC) and Executive Visioning sessions.

Corporate Development - Strategic Partnerships

I led strategic partnerships with our largest UK/Pan-EU telco partners to deliver innovative experiences across Alexa Voice Service (Alexa Built-in products), Skills, Smart Home, and Video Skills Kit (for multi-modal voice interactions). Experienced negotiator on complex enterprise deal terms.

Beyond my role, I was an active interviewer, passionate about 1:1 mentoring, 'Be the Business' SMB mentor, and accredited Manager in the Amazon matchUP mentoring program leading a group of 10 peers.

Senior Business Development Manager (Technical) - Alexa International

I built strategic partnerships with Tier 1 OEMs and Carriers (Telcos) to creatively structure and execute deals, and worked with cross-functional internal (various product teams, Finance, Legal etc.) and external stakeholders to bring Alexa Built-in products to market for our shared customers around the world. 

Received "Bullseye Award" from Vice President for outstanding personal achievement, demonstrating bar-raising abilities to think big, aim high, and deliver results. Multi-year 'Gold' level judge evaluating entries to the Alexa Prize, Amazon's annual AI chatbot competition.

Senior Business Development Manager (Technical) - Alexa Voice Service

The Retail Globalization Team accelerates the launch of Amazon Retail in new geographies. I drove the launches of Amazon Australia, Amazon Brazil, Amazon Turkey, as well as the post-M&A integration of Souq.com in the Middle East (United Arab Emirates, Saudi Arabia, and Egypt). 

I worked with international tax, legal, compliance, sourcing, and global logistics teams to enable the launch of Amazon's private label range ("Amazon Basics") in new countries; and supported post-merger organizational change management efforts by creating and leading training programs, to imbue Amazon culture and raise the bar on functional expertise.

Senior Program Manager - Amazon Retail Globalization

As part of the international retail organization,  I applied cross-functional expertise and broad knowledge of the Amazon ecosystem to craft and execute global Joint Business Plans with strategic partners in the invitation-only Global Vendor Management "Tier 1 Vendor" program. I managed US$XB e-commerce accounts and cultivated C-suite relationships with some of the world's most valuable brands to deliver win-win outcomes. 

My global mandate and wide functional remit drew on a range of capabilities from business development, research & analysis, go-to-market strategy, to legal & contractual negotiations. I collaborated with stakeholders across EMEA, APAC, and the Americas to deliver incremental growth and value.

In addition to being an active interviewer, I was also appointed Peer Mentor to on-board new talent in my department, exemplifying our commitment to 'Hire & Develop the Best'​.

Global Account Manager

The Empathy Business (formerly known as Lady Geek)

Developed & led the financial services practice in an innovative management consultancy whose pioneering global 'Empathy Index' was supported by the World Economic Forum, Financial Times, and Harvard Business Review. 

Customer Experience - Financial Services:
 • Digital Banking & CRM: Led digital transformation project to improve customer experience for Barclays UK through the digitization of customer feedback channels.

Digital Transformation
 • Organizational Change Management: Engaged stakeholders from C-suite to frontline operations across 12 cross-functional teams in 3 UK sites, applying qualitative and quantitative data to provide actionable recommendations for sustainable change.

Digital Marketing - Luxury Automotive:
 • Assessed Aston Martin's global marketing campaigns across the UK, US, China, and Middle East markets and delivered strategic recommendations directly to CEO and CMO.

Internal Processes:
 • As a fully engaged member of a start up, worked closely with CEO and leadership team to develop best practices and define corporate strategy.
 • Business development: Key team member in new business pitches, successfully garnering substantial new contracts to grow my practice group.
 • Contributed to the development & refinement of methodologies for innovative solutions.
 • Implemented Agile SCRUM frameworks for project management. 
 • Managed a team of analysts, designers, and external vendors.

Pro-bono projects for:
 • The World Economic Forum
 • United Nations

Senior Strategy Consultant (Contract)

Yoga Blend

Independent consultant with a focus on marketing communications and business strategy. Worked closely with operations and customer service teams to deliver exceptional customer experience in the health & fitness industry.

Accolades:
 • Delivered high return on investment for the studio through practical solutions and strategic initiatives.
 • Named No. 2 in ‘Best Yoga Studios in Los Angeles’ by Huffington Post
 • Annual "Best of Yelp" and Fox's "LA Hot List" Top 5 

Strategy & Business Development:
 • Deep dive into CRM data to deliver actionable insights which improved P&L and achieve long-term objectives. 
 • Business Development: Established strategic partnerships with major corporations (e.g.: Warner Brothers, NBC, Lululemon) to reach target market segments.
 • Implemented CSR initiatives and diversified referral sources within the first 12 months.

Marketing & CRM:
 • Project Management: Oversaw creative and tech teams to deliver website revamp on time and on budget.
 • Quadrupled organic social media growth within 12 months
 • Managed B2C monthly digital campaign to over 8,000 active subscribers.
 • Defined guidelines for creation of digital content and consistency in marketing collateral (image assets, social media etc.) and implemented best practices.

Marketing & Strategy Manager

Self-Employed

Co-founded and grew a film & photography start-up in the intensely-competitive Southern California market, hired for projects across the USA and the world. 

Achievements:
 • Global media recognition for groundbreaking astrophotography (published by Popular Photography, PetaPixel, ModernMet, Daily Mail)
 • Ranked as the top 5% of wedding photographers in Southern California for 6 consecutive years [WeddingWire awards] for exceptional customer satisfaction.

Entrepreneurship:
 • Managed all aspects of small business ownership to build a thriving enterprise.
 • Full P&L ownership and demonstrated firm grasp of business development, sales & marketing, people management, hiring & training, and proven excellence in customer satisfaction.

Entrepreneur/Photographer

The Straits Times

Part of the breaking news team in the digital newsroom, with a focus on content strategy.

 • Appointed Crew Chief of AM shift in the fast-paced digital newsroom.
 • Served as Acting-Editor during Digital Editor's absence, setting priorities during daily editorial meetings with Senior Editors.
 • Successfully raised readership and engagement through effective content bundling and improved UX/UI.

Digital Content Producer

Ministry of Foreign Affairs Singapore

Worked closely with global diplomatic counterparts to manage complex bilateral and multilateral issues across Southeast Asia, with a focus on Burma (Myanmar), Thailand, Vietnam, and the Philippines.

 • Provided daily political analyses to the Prime Minister and Cabinet throughout ASEAN Summit 2008.
 • Recognized for excellent research & writing capabilities, incisive diplomatic notes, and the ability to make intelligent judgments under stress and tight deadlines, and a high level of discretion working with Heads of State, Ambassadors, politicians, and other officials.

Foreign Service Officer

Weber Shandwick

Hired as an Associate even before graduation in recognition of outstanding internship. 

 • Demonstrated ability to learn quickly as projects spanned finance (IPOs, analyst briefings), technology (Microsoft mobile), to transnational crisis communication in a governmental dispute.
 • Business Development: Proactively identified new business opportunities through RFPs to increase revenue for my practice group and firm.
 • Worked closely with counterparts and cross-functional teams across the Asia Pacific region.

Associate

Global business professional with broad industry experience, cross-functional capabilities, and a track record of success and commitment to excellence. Versatile and adaptable, thriving in diverse roles from dynamic start-ups, entrepreneurship, to Big Tech. Amazon experience across International Retail, eCommerce, Alexa, and corporate development.

Key capabilities:  
 • Business Development
 • Strategic Partnerships 
 • Partner / Account Management at Senior Executive and C-level
 • Organizational change management 
 • Digital Transformation
 • Cross-functional skill sets 
 • Multilingual: English, Mandarin, Cantonese.

Outside of work, I'm a passionate AFOL - Adult Fan of Lego - and long-suffering Arsenal supporter.

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The Battle

Chadd SJ Ciccarelli

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