Following our recent $190 million Series D funding round, Contentsquare announced plans to accelerate growth in the APAC region, as well as within Australia and New Zealand. We recently opened up four new offices in Tokyo, Singapore, Melbourne, and Sydney to help accelerate our growth in these areas. 

To spearhead our Australia and New Zealand expansion, we’re excited to welcome Frazer Adnam to the Contentsquare team. With previous experience at Deliveroo and AfterPay, Frazer is excited to bring his years of customer lifecycle automation, owned channel growth, personalization to help establish Contentsquare as a leader in the ANZ space.

We spoke with Frazer to learn more about his expertise and hear why he’s excited to join Contentsquare. Here’s what he had to say:


What did you learn from your time with Deliveroo and AfterPay?

Frazer Adnam headshot

I’ve had extensive experience across Australia and New Zealand in several different customer growth and CRM roles focused particularly on building customer revenue programs from the ground up. I was one of the first three marketing hires for online food delivery company Deliveroo in Australia where I was focused on building and scaling their customer behavior function through automated CRM and lifecycle growth strategies. I spent the best part of 2.5 years turning Deliveroo’s CRM function into a well-oiled machine until a brand called AfterPay reached out to me with a unique offer.

AfterPay, which is now a $20BN business and one of the fastest-growing technology companies in ASX history, wasn’t anywhere near as established as it is today. It was a small office in Sydney and the CMO at the time was looking for someone to build out their customer growth engine. I’ve always had a fascination for brands that are doing something different, so when she reached out to me, I was hooked. AfterPay’s mission is to change the way people feel about payments and flip the traditional credit model on its head. I loved that proposition and decided to join their movement. I was the first hire for CRM and customer lifecycle management and worked to scale the whole function, starting with Australia and New Zealand and then rapidly launching into the US & UK markets. As of last month, Afterpay has just hit over 10 million active customers and is quickly scaling into Canada as its fifth market.

That brings me here today, leading Australia and New Zealand growth at Contentsquare as their General Manager for ANZ. The most exciting part of this role for me is the ability to marry my past experience with a technology I believe strongly is the future of customer experience and revenue growth. I’m hoping my background puts me in a unique position to help key ANZ brands leverage our AI technology to drive accelerated customer experience and revenue growth.   


Why did you decide to join Contentsquare?

When I first saw the Contentsquare platform, I couldn’t believe the advancement in CX technology. I was sitting on the brand side of the fence and was the key decision-maker who had the last say in whether or not we purchased Contentsquare. When Contentsquare was shown to me, I knew instantly that this was going to be the future. As someone who had been helping businesses to solve Contentsquare’s exact proposition, I thought to myself, “This technology uses AI to give me access to information I would need a team of five analysts to solve.” I was fascinated and knew I had once again come across a brand that was going to change traditional methods. 

Just a few weeks later I was presented with an offer and I decided this movement was something I wanted to be a part of. I liked the idea of helping a portfolio of brands to grow – so I chose to start my next chapter with Contentsquare. 


Contentsquare's Customer Journey Analysis sunburst tool

Contentsquare’s Customer Journey Analysis sunburst tool empowers brands to see how visitors progress through your site, from entry to exit. 

Why should brands explore Contentsquare’s technology?

As someone who’s spent their career on the brand side, there are a couple of key challenges that needed innovation. The first being democratizing data to empower internal teams to make fast decisions and drive revenue. As those who’ve worked in customer experience roles know, it’s difficult to stitch online data together to clearly and accurately understand customer journeys, online revenue attribution, and the value and performance of marketing channels and placements. Usually, you have to ask an analyst or your IT team for a report, wait for them to pull it, and tweak or add some new data which delays it further. By the time you have the finalized report, if you’re a fast-moving business, you’ve already missed the opportunity or your key stakeholders are focused on something new. Democratizing data and insights between teams – like sales, marketing, IT, and product – is a common problem I’ve seen in most businesses that I’ve worked in. I think it’s just fascinating that brands can now use AI technology to tell a much deeper story, get faster insights, understand key opportunities, and drive growth faster than ever before. Need a report on how a specific visitor segment is behaving online for a specific time frame and device? Just log in to Contentsquare and it’s there when you need it. 

Using AI to carry heavy lifting, map hundreds of customer journeys, and alert problems that can be costing you valuable revenue and growth.

The second thing that I find fascinating is how AI can do a lot of your heavy lifting.  For years, I would hire a team to analyze and saturate data experiences, manually look at customer journeys, and spend weeks and weeks and weeks trying to find problems. Now, there’s a tool on the market that can use AI to scan your whole website and tell your team exactly where to look. That’s empowering them to solve more problems, faster. That is going to be the future of customer experience and how brands fix leaky sales buckets online.

Contentsquare's Page Comparator Tool

Contentsquare’s Page Comparator Tool lets you compare two pages side-by-side to compare how visitors interact with on-page content.


Why are you optimistic about Contentsquare’s expansion in Australia and New Zealand?

In my experience, especially coming from a marketplace, I’ve been lucky enough to work with a lot of enterprise brands. Because of that, I’ve seen that most businesses are facing the same challenges and lack a true understanding of how their online visitors interact with their site. For Australia and New Zealand, there’s never been anything like this in the market yet, so I’m confident that when we start to show this technology to brands who have been having headaches they’re going to treat it as a little bit of a ‘Hail Mary’ and say, “Where was this technology five years ago?” 

I feel that it’s one of those things you need to see demonstrated to believe and am confident we are going to see healthy growth here with enterprise brands in Australia and New Zealand. So far, we’ve led interactive product demonstrations to a handful of brands and the feedback has been that it sells its own proposition. 

Contentsquare's AI Insights tool

Contentsquare’s AI Insights tool alerts brands when key site metrics fall below a set value.


What excites you about Contentsquare’s product roadmap?

In my short time here so far, I’ve been amazed by how quickly product updates are rolled out. I think there have been three updates since I’ve joined – and I’ve only been here for four weeks! We have an incredible R&D department with over 200 people that are working towards new, innovative product additions every day. I’m incredibly excited that there’s a dedicated focus on AI merchandising at the moment. I feel this is an area where online businesses will get incredible value.  

I think that the culture of constantly innovating and constantly wanting to enhance our product seeps through every the company does. Even in my early days here, so I’m incredibly excited to be a part of that roadmap.