Piero Liguori is an independent digital transformation, marketing strategy and digital product consultant based in Auckland, New Zealand. He works with enterprise organisations across Australia and New Zealand on marketing transformation programmes, digital product leadership and large-scale programme delivery. He has 20 years of hands-on experience leading complex initiatives at organisations including National Australia Bank (NAB), BNZ, Fonterra, Mercury Energy and 2degrees, and holds implementation expertise across Adobe Campaign, Adobe Journey Optimiser, Braze, Salesforce Marketing Cloud, Marketo, Pardot, Databricks and Adobe Experience Manager.

Independent Consultant — Auckland, New Zealand

The work gets interesting when everything is shifting.

Most of my career has been spent at the intersection of marketing and change. Not steady-state management, but the moments when a business is entering a new market, integrating an acquisition, deploying a platform that did not exist three years ago, or figuring out what artificial intelligence actually means for how they engage customers. That is where strategy has to become execution quickly, and where having done it before at scale is worth more than a framework on a slide.

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Piero Liguori, independent consultant Auckland

Engagements

Fixed-scope ways to start. Each sprint is senior-led, runs embedded with your team, and ends with decisions you can act on rather than a deck that sits in a drawer.

2 to 3 weeks

Transformation Consulting Sprint

A rapid diagnosis of how your marketing function operates: strategy, martech architecture, measurement and organisational design. You get a prioritised transformation roadmap with the commercial case for each move.

2 to 3 weeks

Journey Design Sprint

An end-to-end assessment of your existing customer journeys. Where customers stall, where value leaks, and which moments matter most. You get current-state journey maps, redesign recommendations, and a sequenced plan your team can deliver against.

3 to 4 weeks

AI Marketing Enablement

A practical plan for what AI should actually do inside your marketing function. Use cases ranked by value and feasibility, tooling recommendations, and a capability uplift plan for your team. Built by a practitioner who has shipped machine-learning decisioned marketing at enterprise scale.

Services

Marketing transformation consulting

Rebuilding how marketing operates for organisations under pressure to evolve. Strategy, martech architecture, channel mix, measurement frameworks and organisational design, from diagnosis through to delivery.

Digital product leadership

Product ownership that connects backlog to business case. Roadmap prioritisation, UX direction, platform utilisation and monetisation strategy, and the commercial discipline to manage scope when it matters.

Programme delivery

Leading large, complex multi-workstream programmes where pace and organisational alignment are non-negotiable. Experienced scaling delivery organisations and managing senior stakeholders inside major enterprise environments.

Selected work

NAB

Citibank Australia integration
Melbourne, 2022 to 2026

Rebuilding a bank's marketing capability from scratch

Following NAB's acquisition of Citibank Australia's retail business, led the end-to-end marketing integration: the product architecture, a delivery organisation scaled to 300 people across six capability verticals, and full migration of six white label card brands. Rebuilt marketing technology and operations across Pega Customer Decision Hub, Adobe Campaign, Adobe Journey Optimiser and enterprise data platforms, moving manual batch eligibility to automated real-time decisioning. One of the most complex marketing transformation programmes undertaken in Australasia, delivered in March 2026.

AA Smartfuel

Customer engagement uplift
Auckland

Cross-channel personalisation for two million members, live in under three months

New Zealand's largest loyalty programme needed modern customer engagement without an enterprise programme budget. Led the Braze implementation end to end in under three months, enabling personalised email, in-app and push communications, then uplifted the mobile app with Uber and ChargeNet integrated as rewards partners.

Fonterra

Farm Source digital ecosystem
Auckland

A digital ecosystem for New Zealand's largest company

Built and ran the farmer-facing digital ecosystem at Fonterra: four mobile apps, web portals, a farmer-only social network and a Salesforce Marketing Cloud implementation across Farm Source. Later shaped global audience and media strategy for the Fonterra corporate brand.

Background

NAB

National Australia Bank
Head of Marketing Programme, Citibank Integration
Melbourne, Australia

Brought in following NAB's acquisition of Citibank Australia's retail business to rebuild the marketing capability from scratch. Defined the product architecture, scaled the delivery organisation to 300 people across six capability verticals, and completed full migration of six white label card brands. One of the most complex marketing transformation programmes undertaken in Australasia, delivered in March 2026.

Programme delivery Martech Banking

BNZ

Bank of New Zealand — Head of Marketing Services
Auckland, New Zealand

Led the technical backbone of BNZ's marketing function. The martech stack, customer lifecycle management, and marketing automation and digital centres of expertise. Marketo and Google tooling.

Marketing technology Lifecycle

AA Smartfuel

Transformation and Implementation Consultant
Auckland, New Zealand

Supported a lean team to deliver significant innovation at New Zealand's largest loyalty programme, with two million members. Led the Braze implementation in under three months, enabling personalised cross-channel communications across email, in-app and push. Subsequently uplifted the mobile app, integrating Uber and ChargeNet as rewards partners.

Marketing technology Lifecycle Digital product

Fonterra

Group Marketing Manager / Digital Channel Manager
Auckland, New Zealand

Two roles at New Zealand's largest company. First, building and running the farmer-facing digital ecosystem: four mobile apps, web portals, a farmer-only social network and Salesforce Marketing Cloud implementation across Farm Source. Then shaping global audience and media strategy for the Fonterra corporate brand.

Digital product Audience strategy Marketing automation

Mercury Energy

Digital Channel Manager
Auckland, New Zealand

Led the digital marketing programme for one of NZ's largest energy retailers. Digital advertising, social media, web channels and online acquisition, while contributing to broader multi-channel strategy across the full marketing mix. Led the Marketo implementation.

Digital marketing Energy retail

2degrees

Digital Marketing Manager
Auckland, New Zealand

Joined a few weeks after launch and helped build the digital marketing foundations of what became the most commercially successful third-entrant telco in the world. Owned digital strategy, online sales, customer portals and social media, and set the standard for integrated digital and above-the-line marketing in New Zealand at the time.

Market entry Digital strategy

Saatchi / Grey / The Whisper Shop

Strategic Planner / Planning Director
Auckland, New Zealand

Career began in advertising strategy at two of New Zealand's leading agencies. Developed the customer-first discipline that has underpinned every role since. Later founded The Whisper Shop, a boutique advertising consultancy built on the principle that word of mouth is the most effective form of communication.

Strategy Advertising

Technologies

Hands-on implementation experience across the major enterprise martech platforms, built across programmes at NAB, BNZ, Fonterra, AA Smartfuel, Mercury and Datacom. These deployments were led end-to-end, not evaluated on a slide.

Campaign automation	Adobe Campaign / AJO	Implemented at NAB for the Citibank integration across multi-brand campaign delivery and offer fulfilment.
Customer engagement	Braze	Led full implementation at AA Smartfuel in under three months, enabling cross-channel personalisation across email, in-app and push.
Content management	Adobe Experience Manager	Enterprise CMS deployment experience at Datacom and NAB.
Marketing automation	Marketo	Managed and operated at BNZ as part of the marketing automation COE. Also implemented at Mercury Energy.
CRM and automation	Salesforce Marketing Cloud	Implemented across Fonterra's Farm Source digital channels for farmer communications and lifecycle marketing.
B2B automation	Pardot	Implemented within the Datacom martech stack as part of a broader marketing capability uplift.
ML decisioning	Pega Customer Decision Hub	Translated manual batch eligibility to automated real-time decisioning as part of the Citibank integration into NAB.
Enterprise data	Databricks	Delivering enterprise data to power marketing personalisation and customer engagement at NAB.

How I work

Embedded, not advisory

I work inside your team rather than from a distance. The thinking and the doing happen in the same place, with the same people.

Commercial, not theoretical

Every recommendation is tied to a business outcome. My grounding in customer strategy and insights means the customer question sits underneath every decision.

Senior from day one

I take a small number of engagements at a time. You work with me directly. Attention does not get passed down once the contract is signed.