David O'Donnell

David O'Donnell

Digital Marketing Director

Perth, Australia
Marketing and Advertising
  1. Equilibrium
  1. Polygon Digital Marketing,
  2. Sumo Group,
  3. White Chalk Road
  1. The University of British Columbia
Recommendations3 people have recommended David O'Donnell
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  2. Blog
  3. Company Website
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David O'Donnell’s Posts & Activity

  • Marketing Automation: A Brave...

    “Marketing Automation”: it’s not just another marketing buzzword, it’s a must have tool. But what is it, exactly? Marketing automation platforms are designed to manage and optimise marketing...

  • Reflections on losing a client

    A client broke up with me today. Everyone in agency land knows that losing a client feels like shit, and its difficult not to take it personally. After all, in this instance, Id been responsible...

  • This Week in Digital Marketing

    Theres so much content available to us every single day that it easily becomes overwhelming. Which sources do you trust, how do you keep up with the important updates and filter out the hyperbole? I...

  • David O'Donnell liked this
    One of the perks of being a stay-at-home Dad is getting to...
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    I bought this bottle of wine from 19 crimes just to check...
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    Bill Gates once said “hire a lazy person to do a difficult...
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    What made Toys R Us file for bankruptcy in the US? Kohen...
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    I love the creative ways Instagram marketers try and catch...
  • David O'Donnell shared
    GO! Nike’s Reactland experience thrills runners in China,...

    Footwear giant gives shoppers the chance to star in their own video game in surprising experiential...


12+ years digital marketing experience working both agency-side and in-house before crossing over into freelance consultancy, then founding Polygon Digital - which was acquired by Equilibrium in 2016.

I'm Google Adwords, Analytics, DoubleClick, and Tag Manager certified and have extensive experience using search engine optimisation, conversion rate optimisation and online advertising to generate positive return on investment and sustainable growth for clients.

Contact me via david@equ.com.au


  • Digital Marketing Director

    – Present (1 year 9 months)Western Australia, Australia

    Equilibrium Equilibrium is an award winning digital agency passionate about creativity and innovation.

    My role involves bringing the latest in search, inbound and automated marketing technology to the Perth market.

    In 2017 Equilibrium was named Campaign Brief WA Digital Agency of the Year.

  • Founder

    Polygon Digital Marketing
    (2 years 9 months)Perth, Australia

    Polygon was a team of passionate and experienced digital marketing specialists working to generate positive ROI and sustainable growth for clients.

    Polygon worked directly with clients as well as providing white-label services for many of Perth's largest agencies.

    Polygon provided consulting and digital marketing expertise across online advertising (DoubleClick, Adwords, Bing, Facebook Ads etc), SEO, social, content, email marketing, conversion rate and landing page optimisation, marketing automation, affiliate marketing, sophisticated Google Analytics and Tag Manager integrations.

    In 2016 Polygon was acquired by Equilibrium.

  • Head of Search

    Sumo Group
    (1 year 7 months)

    Devising, researching and implementing strategies for marketing in the online / digital space. Managing multiple campaigns, primarily across organic and paid search channels with a view to deliver high end measured results that maximise client’s online exposure whilst giving them excellent ROI.

    • Develop in-depth understanding of client business objectives and define online marketing
    • Implementing, analysing, optimising and reporting for both paid and organic search campaigns
    • Working with the technical team and senior digital strategist to define and implement key SEO changes on client sites
    • Managing multiple campaigns, budgets and client spends and internal billing
    • Document and report on the strategies and creative use for clients in their online marketing
    • Managing internal search team members, hiring, training and workloads

    Worked with clients including Toyota, Wesfarmers, Bankwest, Kleenheat, Synergy, Ventura Group, Aspen Parks, AHG, United Equipment, Senses Foundation and many more.

  • Digital Marketing Manager

    White Chalk Road
    (4 years 10 months)

    Undertook all facets of search engine optimisation and online marketing throughout client life-cycle, including:
    - Site audits
    - Keyword & market research
    - Site optimisation
    - Link building / content creation and distribution plans
    - Planned, implemented, monitored and optimised online advertising campaigns
    - Advised on UX and conversion optimisation
    - Advised on social media utilisation
    - Reporting

    - Managed a team of 3 outsourced employees, ensuring quality levels and work load was met
    - Researched, recommended and educated team on SEO strategies, best practices and tools
    - Developed mini and niche websites for use in content creation strategies
    (www.paris-revealed.com, www.rome-revealed.com, www.london-revealed.com, greenhomeimprovement.com.au etc)

    Worked with clients including Snap Printing, LWP Property Group, Viva Photography, Aspen Parks, Austin Computers, WorldWide Accomm, Bamboozle, Auzcorp, Wescobee, Howard Park Wines, Mad Fish Wines, Ron Mack Machinery, Orbit Fitness, Allight Sykes and many more.


  • The University of British Columbia

    Award of Achievement, Web AnalyticsAward of Achievement, Web Analytics

    University of British Columbia and Web Analytics Association (now Digital Analytics Association) Award of Achievement in Web Analytics.

  • Charles Sturt University

    Networking TechnologiesNetworking Technologies

Volunteer Experience & Causes

  • Xbox Live Community Ambassador / Enforcement United programs

    (1 year)Social Services

    Xbox Community Ambassadors is a program where volunteer support members assist users encountering technical/support issues via live chat and forum messages.

    The Enforcement United Program involves helping ensure Xbox Live is a fun, fair and safer place for everyone by providing feedback on complaints regarding possible violations of the Xbox Live Code of Conduct.


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  • HubSpot Marketing Software

  • Content Marketing

  • Email Marketing

  • Inbound

  • Advanced Search Advertising

  • Adwords Certified: Search, Display, Video, Shopping & Mobile

  • Bing Ads Accredited Professional

  • Google Analytics Individual Qualification

  • Google Tag Manager Fundamentals

  • Landing Page Optimisation

  • Online Testing

  • PPC Practitioner

    Market Motive
  • Search Fundamentals & AdX for Buyers

  • WAA-UBC Award of Achievement in Web Analytics

    Digital Analytics Association


  • English


  • Australian Web Industry Association



A preview of what LinkedIn members have to say about David:

  • David is a consummate professional and a great advocate for the power of SEO & SEM. Thoroughly organised, David is well able to keep track of multiple and changing priorities without letting anything slip, and is always looking to further refine the way he and his team work. He has a drive and passion for what he does that sees him constantly seeking new knowledge; keeping up to date with trends and expanding his areas of expertise. All this, and also easy to work with, David's a fantastic person to have on your team.
  • David is an organized and driven leader in his Head of Search role at Sumo. He takes initiative on all projects and creates and implements usable channels make sure projects are handled in an efficient manner. David is a forward thinking manager and is constantly on top of the latest news, technology and resources in Search. As an added bonus, David is an all around good guy and a pleasure to work with. He is an important asset to any company.


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