§ · about
Turning ambiguous problems into systems
Career narrative
The thread across thirteen years is the same one every time: find the structure inside a problem nobody has fully framed yet, then build something that keeps running after I step back. The titles changed a lot more than the underlying work did.
I started in digital media buying, running paid search and paid social campaigns and learning to read a dashboard for the decision hiding inside it. That pulled me into marketing, then into leading a marketing team, then into customer experience. Each move widened the aperture, from a channel to a funnel to the whole business. At Keypath Education I spent over a decade moving through that arc: media buyer, digital media specialist, marketing manager, marketing and CX manager, and finally CX manager for the Australian portfolio. Every step added a layer of the business I had to understand well enough to explain simply to the people making decisions in it.
The constant underneath the titles is the same instinct: simplify complex strategy so people can actually act on it, and back decisions with evidence instead of hearsay. That instinct is what's pulling me toward AI now. I've led the evidence work behind a lead-scoring model that replaces fixed tiers with a proper probability score, and I aligned stakeholders across four functions before anyone touched a line of the build. I've also run an end-to-end pilot on AI-driven SMS engagement, built on a randomised holdout so the result means something rather than something that just feels right.
None of that is a pivot away from what came before. It's the same operating system, aimed at harder problems: frame it properly and find the evidence, so what I build holds up once I'm not the one holding it together.
how I operate
I run my own work the same way I'd want a good system run: a backlog tied to actual goals, AI doing the first pass of triage, everything written down as plain markdown instead of trapped in someone's head. I wrote up the full system as a field note.
experience
- Customer Experience Manager Keypath Education · Melbourne, Australia
- Launched a Voice of Customer program across 10+ university partners, with feedback loops that shaped product strategy and the student lifecycle.
- Developed an AI chatbot for lead qualification that lifted on-page conversion by 30%. 30% · on-page conversion lift from the AI chatbot
- Proved the lowest call tier wasn't worth calling: the share of call effort spent on it fell from 27.8% to 0.7%, and conversion held.
- Found that about 98% of leads captured through chat never reached the CRM, and designed the integration to route them in.
- Built a predictive lead-tiering model that cut admissions workload, then designed a decile scoring model to replace the fixed tiers.
Korab is analytical and evidence led with a real interest and deep understanding of both the customer journey and operational limitations within the business.
John Bright, Director of Project Management, Keypath Education - Marketing and CX Manager Keypath Education · Melbourne, Australia
- Led integrated marketing for partner universities, beating enrolment targets several times with some of the best retention rates in the company.
- Ran chat, appointment scheduling, email and SMS as one customer journey, lifting engagement and conversion.
- Built the marketing automation strategy in Salesforce Marketing Cloud, running integrated campaigns across email, SMS and digital.
He brings a rare combination of strategic vision and practical execution.
Britni Mapel, Associate Director, Customer Experience - Marketing Manager Keypath Education · Melbourne, Australia
- Led a team of four marketing specialists planning, running and optimising multichannel campaigns for partner universities. 4 · marketing specialists led
- Created an onboarding webinar program for new students with simulive presentations, live Q&A, and surveys that informed retention tactics and became the company standard.
He was my first mentor and someone I admire for his ability to cultivate his curiosity to imagine new possibilities and inspire others to do the same.
Fern Speechley, Senior Marketing Manager - Digital Media Specialist Keypath Education · Melbourne, Australia
- Cut cost per lead by 50% by optimising paid search and paid social. 50% · lower cost per lead
- Brought paid search in-house from a third-party agency, building the processes and reporting to run it.
- Led paid search strategy during Keypath's start-up phase in Australia. The results justified bringing a second specialist over from the US.
- Digital Media Buyer Plattform Education · Lenexa, Kansas
- Ran all digital campaigns for a major client with a $1M+ monthly paid media budget within the first year. $1M+ · monthly paid media budget
- Lifted lead-to-application conversion by 10% through continuous testing across paid search, display and paid social.
skills · education · certifications
- Customer experience
- Voice of Customer programs · customer journey mapping · lifecycle and retention strategy · cross-functional experience design
- AI and automation
- AI workflow design · agent systems (Claude Code, Codex) · chatbot development · predictive modelling · decision intelligence · AI adoption
- Marketing and sales operations
- Salesforce Marketing Cloud · marketing automation · lead scoring and tiering · funnel analytics · paid search and paid social performance marketing
- Analytics
- GA4 · Looker · Tableau · Power BI · SQL · Python · Excel · A/B testing and holdout experiments
- Leadership
- team leadership · stakeholder and partner management · vendor selection · budget ownership ($1M+ monthly) · strategic planning · change management
- Bachelor of Science in Journalism, Strategic Communications
- Bachelor of Arts in Communication Studies
- Data Analysis and Decision Modelling (single unit)
- Data Visualisation (short course)