Giles White

Background

About Giles White

My career spans more than twenty years helping businesses grow more efficiently via digital channels. Most recently as the founder of Empowerd - a management consulting business uniquely leveraging AI. The idea for Empowerd was born out of an avalanche of requests for continued support from businesses on the Federally funded Strengthening Business (disaster recovery) programme, on which I had been consulting for 2+, and which ended in June. With no comparable replacement program on the horizon and with our clients’ best interests close to heart, I sought to develop an affordable solution to keep those businesses on the path to recovery. Agile and innovative entrepreneurship runs strong at Empowerd, which is why we are using the power of AI to develop systems to ignite transformative change in small business through the kinds of tailored strategies previously the preserve of big business or government funded programmes. I have years of management consulting experience with all sizes of business from large corporates to regional cafés, hotels, and even vineyards. I’ve developed vast knowledge working with growth-minded start-ups, market leading retailers, and hundreds of SME’s ravaged by bushfires, COVID-19, and floods across NSW. I am an experienced multi-disciplinary business and marketing strategist and SEO specialist. I know how to find the edge needed to scale faster and more sustainably to avoid future disruption whether it be natural or digital. As a director at The Fifth Element we pioneered a (pre-AI) approach to audience segmentation using big data to define your most persuadable market segments using real-life personas reflecting real needs in the marketplace. By leveraging data-driven predictive models we helped solve long-standing marketing, business model, and product development problems. With a strong interest in SEO dating from the early I founded the digital marketing agency Whiteclick in 2007 working across sectors as diverse as travel, retail, banking, and insurance. I’ve directly helped clients win awards and major acquisitions through their online growth. Alongside running Whiteclick, I taught Digital Strategy to SME’s at University of Sydney’s Centre for Continuing Education and am told I’m particularly good at translating complex ideas and concepts for the lay person. A mix of technical know-how and substantial real-life business experience give me a unique and customer-centric perspective focused on delivering outstanding commercial results.