📡 Work Experience

This page lists my work experience and university studies.

RMIT University

Melbourne, Australia

Bachelor of Communication Engineering

Start 1991 to end 1994

Maxim Ross completed a Bachelor of Engineering in Communication Engineering at RMIT, graduating with Honors Class 2A. The program combined a rigorous foundation in mathematics, electronics, software, and systems design, while offering business insight and applied learning across the telecommunications and digital systems sectors.

1991 Overview:
Built core fundamentals in engineering through subjects like Electronics, Mechanical Engineering, and introductory Mathematics. Developed foundational design and analysis skills essential for future communication systems work. Subjects studied that year were:

Electronics 1
Digital Systems 1
Engineering Design 1
Mathematics 251
Mechanical Engineering
Materials Science 1
Physics for Comm/Elec Eng

1992 Overview:
Advanced into digital systems, business economics, and communication theory. Gained practical skills in circuit analysis, electromagnetics, and statistical problem solving, bridging technical expertise with business reasoning. Subjects studied that year were:

Accounting for Business Decisions
Human Communication
Communications 1
Signals and Systems
Electronics 2
Digital Systems 2
Engineering Design 2
Electromagnetic Power Devices
Business Economics
Differential Equations A
Statistics A
Numerical Methods A
Discrete Mathematics 1
Materials Science 2

1993 Overview:
Dived deeper into advanced topics like Software Engineering, Control Systems, and Digital Systems 3. Strengthened programming logic, algorithmic thinking, and real-time systems comprehension, supporting a shift toward software-based communication solutions. Subjects studied that year were:

Engineering Design 3
Wave Propagation
Communication Systems 1
Navigation Aids and Radar
Digital Systems 3
Software Engineering 1
Control Systems 1
Differential Equations C
Discrete Mathematics 2

1994 Overview:
Focused on management, strategic systems design, and cutting-edge communications technologies. Explored broadband, satellite, and medical engineering applications, integrating economic decision-making and project planning into technical execution. Subjects studied that year were:

Organisational Management
The Generation and Distribution of Wealth
Decision by Design
Engineering Design 4
Coding Theory
Satellite Communication Systems Design
Data Transmission Systems
Isdn and Broadband Communication Systems
Advanced Digital Design
Optoelectronics 1 & 2
Medical Engineering

Nortel Australia

Melbourne

Technical Support Engineer

January 1995 to August 1995

Responsibilities:

Installation, testing and subsequent customer trial support of an ISDN based Advanced Subscriber Services System for Telecom Australia in Sydney.
Testing and support of two HP platform Mediation Function systems, for Telecom Australia, located in Canberra & Melbourne.

Nortel Singapore

Field Support Engineer

September 1995 to August 1997

Responsibilities:

Worked in the newly formed Field Support Engineering office of Nortel Singapore, supporting SingTel Mobile.
Engineered and submitted to the customer, Singapore Telecom MobileLink, a proposal for the Central Switching.
System Administration of Nortel’s HP-UX and Sun Solaris servers and workstations for the newly formed Customer Support Engineering department.
Performed Integration and Acceptance testing of the Singapore Telecom MobileLink GSM Network, consisting of: 2 GSM-MSC and 1 GSM-HLR, Aldiscon SMSC, Aldiscon EIR, Comverse Voicemail, HP-UX Servers running provisioning, billing, operation and maintenance functions, and Sun Solaris servers running operation and maintenance software for the radio network (OMC-R).
Primed support of the Singapore Telecom MobileLink GSM1800 Network. This included 2 DMS MSC and 1 DMS HLR, the LAN, HP equipment, SUN equipment, OEM equipment including Aldiscon SMSC and EIR, & Comverse VMS, and OAMP equipment including the HLR Provisioning Server and Billing Server.
Provided an ETAS Pager function (24 * 7 emergency support).
Training of 2 local engineers for FSE duties.

Nortel Thailand

Bangkok, Thailand

Senior Field Support Engineer

August 1997 to February 1998

Responsibilities:

System Administration of the Thailand Office LAN and UNIX (HP & Solaris) Servers.
System engineer and design elements of the Nortel Thailand Office Test GSM Laboratory, containing a test GSM network (MSC/HLR, Base Station Controller, BTS, Sun Servers, Motorola AIX Server, HP-UX Server).
Prime Integration and Acceptance testing of the ServiceBuilder IN, Voicemail, SMSC, EIR, and assisted with the MSC/HLR Acceptance Tests for WCS.
Resolution of outstanding project issues related to the Comverse Voice Mail System and Aldiscon SMSC.
TAS/ETAS support of the WCS DCS 1800 Network.
Mentoring and training of 2 local engineers, performing a team leader role.

Nortel Taiwan

Taipei, Taiwan ROC

Project Engineer

February 1998 to August 1998

Responsibilities:

Commissioning of 8 SDM/OMC-S Servers based on the Motorola FT Platform and integrating with DMS-MSC.
Commissioning of 4 SDM/HLR-PS Servers based on the Motorola FT Platform and integrating with DMS-HLR.
Software installation, commissioning and verification testing of Solaris OMC-R Servers running BSS and BTS Cell Management software for the Radio Network.
Software installation, configuration and acceptance testing of 8 GSM Billing Servers (HP-UX D230 Servers) running billing mediation functions.
Integration testing of the DMS-MSC with a Siemens PSTN Switch.
Integration testing of DMS-MSC with the Voice Mail System, Short Message Service System and OMC-S.
Integration testing of DMS-HLR with the HLR-Provisioning Server.
Supported the configuration of the Frame Relay Network, used as the WAN backbone for all TCP/IP Services of the GSM Network. The network connects 8 customer sites around Taiwan.
Primed the Acceptance Testing of elements of the GSM900 Network, and was instrumental in solving outstanding project issues for a timely network launch.
Training of 2 local engineers in commissioning and integration activities.

Matra Nortel

Bois D'Arcy, Paris, France

Senior Acceptance Engineer

August 1998 to January 2000

Responsibilities:

Based out of Matra Nortel Communications at Bois d’Arcy, France, I was involved in supporting a wide variety of GSM mobile phone networks across Europe:

Commissioning, Integration and System Acceptance of GSM Network Elements, including DMS-MSC, DMS-HLR, Call Intercept, GBMD (Billing), OMC-S, HLR-PS (Provisioning Server), SDM, SMSC (Aldiscon), VMS (Glenayre and Comverse), Service Builder IN, and Passport GPP, for European GSM Operators.
Training of customers and Nortel engineers in the operation, maintenance and fault recovery of Network Switching Subsystem.

Performed the following specific activities for various customers:

ARCOR Mannesman GSM-R in Frankfurt Germany (1 August 1999 – 26 November 1999)

Prime all NSS (DMS MSC/HLR), OMCS and IN System Integration and Acceptance activities on site.
Writing System Acceptance Strategy, Process and Acceptance Test Plans for MSC/HLR, OMCS, and IN.
Writing the Integration Test Plan for the DMS MSC/HLR, and the Service Builder IN 4.1.
Prime Integration Testing of the DMS-MSC, DMS-HLR, and the Service Builder IN.

Ukrainian Radio Systems, Kiev Ukraine (4 May 1999 – 1 June 1999)

Installation and Acceptance Test Plan execution for OMCS and HLR Provisioning Server
Acceptance Test Plan execution for Glenayre Voice Mail System, ver X.6 and Aldiscon SMSC, ver SR2600

TAL In Reykjavik, Iceland (20 April 1999)

Provided on line support for DMS HLR Provisioning Server upgrade from GSM08 to GSM09.

Baltcom in Riga, Latvia (15 March 1999 – 23 March 1999)

Performed migration of DMS HLR Provisioning Server from HP to Motorola Platform.
Execution of Critical Test Plan & Acceptance Test Plan for HLR Provisioning Server.

ESAT-DigiFone in Dublin Ireland (5 March 1999 – 8 March 1999)

Performed Upgrade of DMS HLR Provisioning Server from GSM08 to GSM09.

MobilTel in Sofia, Bulgaria (3 February 1999 – 24 February 1999)

Installation and Executing of Acceptance Test Plan for GSM09 OMCS & DMS HLR Provisioning Server.

Viag Interkom in Munich, Germany (29 November 1998 – 30 December 1998)

Upgraded MSC Call Intercept System from GSM08 to GSM09
Executed Integration and Acceptance Test Plan for the DMS MSC and Call Intercept System on GSM09.

Baltcom in Riga, Latvia (26 October 1998 – 30 October 1998)

Execution of Critical Test Plan & Acceptance Test Plan for DMS HLR Provisioning Server on GSM09.

Viag Interkom in Munich, Germany (3 August 1998 – 10 October 1998)

Commissioning & Integration of MSC Call Intercept System and several SDMs.
Writing and executing of Integration & Acceptance Test Plan for the DMS MSC and Call Intercept System.

Nortel DASA

Frankfurt, Germany

Senior Consultant

17 Jan 2000 - 19 May 2000

Responsibilities:

Integration and System Acceptance of DMS-MSC and DMS-HLR on GSM09, GSM10, and GSM-R01 (GSM-Railways):

Part of a team of consultants that planned and executed the integration, acceptance, and in-service support of Germany’s first GSM Railway network, providing dedicated GSM coverage for Germanys inter city railway for Mannesmann Arcor.
Project plan and execute the management of technical and physical resources to ensure timely network launch

Specific technical deliverables included:

Produced system definition, datafill, test plans, technical feature descriptions and project reports for internal Nortel and Customer stakeholders
Recording of announcements, datafill and translations for announcements
Writing OMC-S GEM10.1 Acceptance Test Plan
Writing Integration & System Acceptance Test Plan for the NSS (MSC, HLR, Interfaces to PSTN, PRI PABX)
Writing a procedures manual for system integration
Datafill of Trunks, Carrier and C7 Tables for interface to Siemens EWSD PSTN
Provide second level support for inter-operability testing between the MSC and the Siemens EWSD Switch
Provide second level support for the System Acceptance activities on NSS switches
Provide second level support for ONP (upgrade) of MSC and HLR from GSM09 to GSMR01
Datafill of Trunks and Carrier Tables for interface to a PRI PABX
Training to Arcor and Nortel Dasa Engineers on the NSS

Completel NOC

Paris, France

Senior Consultant

2 Oct 2000 - 8 Jan 2001

Responsibilities:

I worked as a Senior Consultant for the Completel Network Operations Centre in Paris, France.

Responsible for the support of 7 DMS-100E, , Solaris & HPUX servers and Oracle database for the Paris based Network Operations and Call Center for the support of: voice, 800 numbers, Gigabit LAN, high speed internet, data, VoIP and PABX
Support of Solaris & HP-UX servers and workstations running high availability call processing and switching applications (billing, provisioning, monitoring) & Solaris Servers for data and VoIP operation & administration
Resolution of Trouble Tickets within pre-defined timescales
Investigation of alarms on the DMS-100E and resolution of faults including transmission issues, card replacement, datafill changes and universal translation changes
Preparation and implementation of maintenance routines
Datafill of Customer Orders including Outgoing and Two-Way PRI links, CCS Circuits, Data Links, Routesets and Linksets and all associated tables
Carry out modifications to DMS translations to accommodate changes to the dial plan, traffic routing and digital recorded announcements
Extensive use of DMS utilities and OMs in the analysis of Trouble Tickets
Utilizing INM Networks for performance monitoring. Performed basic system admin tasks on the INM.

A few pictures of me at the Completel Network Ops Centre:

Nortel Networks China

Beijing, China

Senior Consultant

1 Feb 2001 - 30 Jul 2001

Responsibilities:

I worked as a Senior Consultant for Nortel Networks China, based out of Beijing:

Analysis and improvement of Core FSE department processes and procedures
Writing of the Core FSE Technical Handbook
Design and coding of the Core FSE Web Site
Preparation and presentation of SDM GEM12 Training Course to over 20 regional FSE engineers
Preparation of customer training notes and exercises on the GEM12 product portfolio
Investigation of a wide variety of technical problems on the CUTC & CMCC GSMC12 MSC and HLR elements
Primed Level 2 investigation of technical problems on the Taiwan DMS-GSP and GSM12 Network
Provide offsite support for GEM10 to GEM12 SDM upgrades for OMCS, SBA, SDM Base
Development of technical process for DMS-MSC/HLR Integrity Audit
Development of DMS-MSC/HLR alarm notification by email procedures
Designed and coded the internal Core FSE Web Portal, a multifunctional intranet platform featuring document repositories, chat forums, support ticket submission, team news updates, and tools for tracking deployed hardware and software assets.
Front-end technologies used: HTML 4.01, JavaScript, CSS, with UI designed for compatibility with Netscape Navigator and Internet Explorer.
Back-end technologies: Classic ASP with VBScript, Microsoft Access and SQL Server 7.0 integration, and SMTP-based email alerts.

A few pictures of me (light grey shirt on the right) and the Engineering Team at Nortel China in Beijing:

Nortel Networks Taiwan

Taipei, Taiwan, ROC

Senior Consultant

18 Sept 2001 - 17 Mar 2002

Responsibilities:

I worked as a Senior Consultant for Nortel Networks Taiwan, based out of Taipe, for the Chunghwa Telecom GSM system implementation:

Worked at customer sites installing, upgrading and testing aspects of the switching, OAM&P, and value added systems of the GSM network, investigating and resolving technical issues.
Work in a team of people that provides rapid resolution to complex software, hardware, and network problems on the customers GSM Mobile Phone Network ranging from operating system level to real time call processing to OAM&P (operation, administration, maintenance, provisioning) applications.
Tasks ranged from network design and engineering, datafill, integration, acceptance testing, remote technical support (normal and emergency pager 24*7) and on-site customer support
Provided technical support for internal UNIX servers running real time high availability applications.
Perform training of Nortel and Chunghwa Telecom engineers on various systems and procedures.

Dalamour Patisserie

Melbourne, Australia

Founder, Owner & Manager

April 2002 to June 2003

Responsibilities:

After many years offshore, it was time to return to Australia. While working in Europe (Paris specifically), I fell in love with French pastries. Looking for a unique challenge, I decided to open a patisserie café:

Invested capital and launched a French-style patisserie café in Elsternwick, achieving cash flow positivity within one year and successfully selling the business.
Designed, shop-fitted, and operated all aspects of the retail and production environment, managing both front and back of house operations.
Developed and executed a full brand identity and strategic marketing plan, including signage, menus, point-of-sale material, brochures, and labels to attract and retain loyal customers.
Managed all financial responsibilities including cash flow, payroll, budgeting, ledger, and tax reporting, along with breakeven analysis and pricing strategy.
Built and maintained strong relationships with customers, suppliers, and the local bank to support business stability and growth.
Created and enforced all company policies, procedures, and legal documentation to ensure compliance with relevant laws and industry standards.
Led a team of 8 staff, including a pastry chef and two assistant managers, who supervised a mix of full-time and part-time retail staff.
Handled all legal and regulatory matters such as intellectual property protection, lease negotiations, service contracts, and statutory reporting to ASIC and the ATO.

Ban's Diving Resort

Koh Tao, Thailand

PADI MSDT Instructor

June 2003 to December 2003

Responsibilities:

In March of 2003 I began Scuba Diving Training. I first tried Scuba diving in 2001 in Koh Tao, and fell in love with it. I obtained the beginning level qualification, SCUBA Diver in January 2001. Over the next 2 years, I worked through the ladder of increased qualifications.

Obtained the PADI Master Scuba Diver Trainer Qualification (MSDT) at Ban’s Diving Resort, a 5 star PADI Instructor Development Centre, enabling me to instruct a wide variety of diving specialties to diving students
Qualified to instruct First Aid Level 2, CPR, Automated External Defibrillator, and Oxygen Provision for Diving Accident courses
Taught a wide variety of diving courses, both at the beginner and advanced level
Performed general divemaster duties on the company boats
Responsible for the retail dive shop on rostered days: booking diving courses, answering queries, handling problems
Supervised divemasters as they perform their operational duties on both boats and when leading divers

The pictures below is me and my group during the Instructor Exam (I’m top right), me relaxing after a dive on the boat, and one of Dan’s Resort diving boats.

Nortel Australia

Melbourne, Australia

System Application Engineer

Mar 2004 - Sep 2004

Provided end-to-end Core Network and LAN/WAN engineering support for enterprise and carrier-grade clients, delivering system configurations, spec development, and deployment assistance across complex telecom environments.

Responsibilities:

Provides Core Network and Network Engineering support to the customer
Utilize Unite for Software Optionality Code ordering and new load scheduling
Engineering Spec Writing for the following new equipment and extensions: CDT2 cabinets, PDTC CP extensions, GPP V5.2 conversions, GPP Shelf Installation, SPM and SPME Extensions, EDRAM Extensions, IMTM Shelf Installations
Configured and tested enterprise LAN infrastructure using Cisco Catalyst 4000 Series switches and Nortel BayStack 5520 switches, ensuring VLAN segmentation and fault isolation.
Deployed WAN connectivity using Cisco 2600/3600 routers and frame relay links for inter-site communication, including routing protocol tuning (OSPF, EIGRP).
Performed LAN and WAN fault diagnostics using protocol analyzers (e.g., Fluke OptiView, Network General Sniffer Pro) and recommended infrastructure optimizations to improve uptime and throughput.
Customers for the above projects included: Primus, Optus, PowerTel, Nortel Japan

Superpartners

Melbourne, Australia

Project Co-ordinator

25 Sep 2004 - 22 Jan 2005

Served as a Project Co-ordinator at Superpartners Australia, coordinating multi-million dollar infrastructure upgrade projects, IT integration for large-scale superannuation systems, and vendor deliverables across complex enterprise environments.

Responsibilities:

Coordinate resources across a number of infrastructure refresh and upgrade projects.
Projects total a value of AUD 12 million, and consist of: HP Unix server migration and consolidation, enterprise backup and storage, Windows blades, network refresh, call center.
Coordinate inclusion into the enterprise, the IT infrastructure component of a new superannuation fund (Australian Retirement Fund) consisting of over 1 million investors.
Conduct an enterprise wide architectural review, focusing on network capacity, enterprise file sharing requirements, storage capacity, and Unix requirements.
Assist the senior project manager in the setup of an inbound call center consisting of 70 desktop systems, Nortel symposium, network infrastructure, and support facilities.
Assist senior project manager in the coordination of tasks related to project management, utilizing the Superpartners project management methodology, across the project space.
Manage deliverables from external vendors: HP, EMC, and Third Party Solution Providers.
Project tracking, risk and issues management, reporting and documentation control.
Ensure that realistic estimates of costs, timescales and resource requirements are agreed and met, tracking and resolving any discrepancies
Led the infrastructure refresh of the internal project collaboration website, modernizing the backend and improving access and performance for project stakeholders.
Worked with legacy ASP and HTML code, enhancing interface usability, co-ordinated applying patches, and coordinating backend support with IT infrastructure teams.
Updated content structures and improved navigation to reflect evolving project management practices and reporting needs.

Monash University

Melbourne, Australia

MBA

15 Jan 2004 - 19 Nov 2004

Master of Business Administration (MBA)
Monash University, Melbourne, Australia

Completed the first year of the MBA program, focusing on foundational business and management subjects before transitioning into a dual MBA/MIMS program in 2005.

Subjects Completed:

Economics for Managers
Accounting for Business
Managing People at Work
Creativity and Innovation
Marketing
Business Analysis and Planning
Managing Information

Highlights:

Earned High Distinctions in Marketing, Managing People at Work, Business Analysis and Planning, and Managing Information, consistently placing in the top academic bracket.
Participated in a multi-week group simulation where students acted as executive teams tasked with turning around a failing product division, requiring strategic marketing plans, resource forecasting, and board-level reporting.
Developed and delivered a comprehensive group presentation on managing organizational change through people, drawing on real-world case studies and leadership models.
Contributed financial analysis and forecasting models for a group assignment in Accounting for Business, using spreadsheets and scenario planning to evaluate profitability strategies.
Designed an individual project in Creativity and Innovation that proposed a mobile-based customer loyalty system for a hypothetical retail business, blending entrepreneurial thinking with practical application.
Demonstrated strong collaboration, research, and presentation skills across both written reports and oral assessments, helping teams meet all criteria for academic distinction.

Nortel India

Kolkatta, India

Project Team Leader

24 Jan 2005 - 1 Jul 2005

Led the end-to-end deployment of the Kolkata GSM core network for BSNL, coordinating local and international contractors to deliver complex network integration, configuration, and testing across multiple sites.

Responsibilities:

Led a multi-disciplinary team of local and international contractors across various project sites in and around Kolkata for the rollout of GSM core network infrastructure.
Oversaw commissioning and integration of key network elements including Passport 8600, USP MSC & HLR, SDM MSC & HLR, Solaris and Unix Servers, HP SIG Server, and HLR PS.
Coordinated all technical activities related to the deployment of core network systems, ensuring alignment with project timelines and vendor deliverables.
Managed acceptance testing of GSM network features to meet Nortel and client performance standards.
Directed the configuration of Cisco and Bay Switches as well as ASN Routers to support backbone connectivity and data traffic routing.
Acted as the primary point of contact between engineering teams, contractors, and stakeholders, resolving site issues and ensuring quality standards were consistently met.
Project managed the design and implementation of a web-based trouble ticketing system to streamline fault reporting and resolution tracking across all network deployment sites.
Utilised front-end technologies: HTML, JavaScript, and CSS for interface design, paired with server-side scripting in PHP and Classic ASP, and a MySQL backend database for storing ticket data and resolution logs.
Ensured secure role-based access, data integrity, and system usability for engineers, team leads, and project stakeholders, significantly improving issue visibility and response time.

Monash University

Melbourne, Australia

MBA & MIMS

5 Jul 2005 - 10 Nov 2006

Master of Business Administration (MBA)
& Master of Information Management and Systems (MIMS)
Monash University, Melbourne, Australia

Completed a dual master’s program combining enterprise leadership with technical and information systems strategy, earning both MBA and MIMS degrees with a specialization in Business Systems.

Subjects Completed:

Strategic Management
Corporate Finance
The Legal Environment of Business
International Business
Customer Relationship Management Systems
OLAP and Business Intelligence
Information Systems Modelling
Information Systems Development Practices
Decision Support Systems
Intelligent Software Systems
Java for Multimedia Applications
Managing IT Risk
Research Topic & Reading Unit

Key Accomplishments:

Awarded Certificate of Merit for top performance in Strategic Management.
Recognized by the Faculty of Information Technology for receiving the highest grade in Managing IT Risk (96).
Achieved High Distinctions in multiple MIMS technical subjects, including Intelligent Software Systems, Information Systems Modelling, and Information Systems Development Practices.
Completed a research project on enterprise risk management systems, analyzing regulatory compliance, IT controls, and mitigation strategies using case studies.
Undertook a technical reading unit focused on the evolution of IT governance frameworks, with emphasis on COBIT, ITIL, and ISO/IEC standards.
Participated in a cross-disciplinary capstone group project, designing a CRM platform architecture and business case for an enterprise-level client, integrating both business and systems design perspectives.
Produced a solo strategy report in Corporate Finance, evaluating a multinational firm’s capital structure and presenting restructuring recommendations based on financial ratios and scenario modelling.
Delivered a team presentation in Business Intelligence, building an OLAP data cube prototype with multidimensional analysis using mock enterprise sales data.
Demonstrated leadership in collaborative projects, often assigned role of project lead or technical editor, and known for bridging business language with technical implementation fluency.
Took a professional leave in early 2005 to lead a GSM network deployment project with Nortel India, applying academic principles directly to industry before returning to complete the program.

IREP Co., Ltd

Tokyo, Japan

SEO/SEM Specialist

May 2007 - May 2008

Worked in a dual-role capacity as an SEO Analyst and SEM/PPC Specialist at IREP Co., Ltd. in Tokyo, managing organic search strategies and paid advertising campaigns for both Japanese and international clients. Leveraged industry-standard tools and analytics platforms to drive visibility, optimize performance, and deliver measurable results across multilingual digital campaigns.

SEO Analyst:

Performed keyword research and competitive analysis using Yahoo! Japan Keyword Tool, Google AdWords Keyword Tool, and Wordtracker.
Conducted on-page optimization, including meta tags, keyword density adjustment, header hierarchy, and internal link structuring using Dreamweaver and HTML/CSS editing.
Improved organic search visibility by restructuring URLs and optimizing Japanese-language site content for both Yahoo! Japan and Google.co.jp search engines.
Executed link-building campaigns via directory submissions, article writing, blog outreach, and reciprocal links to boost domain authority.
Audited website SEO health using tools like Xenu’s Link Sleuth, WebPosition Gold, and early versions of Google Webmaster Tools.
Created monthly SEO performance reports tracking impressions, CTR, and rankings using Google Analytics (classic interface) and Urchin 6.

SEM/PPC Specialist:

Optimized paid search campaigns across Yahoo! Japan Sponsored Search and Google AdWords, targeting both English and Japanese audiences.
Wrote compelling ad copy for multiple A/B split tests to optimize Quality Score and improve click-through rates.
Managed a monthly ad spend of over ¥1 million (~USD $10k), driving lead generation and sales conversions.
Built and monitored multi-adgroup PPC campaigns, applying negative keywords, geo-targeting, and bid adjustment strategies.
Utilized Google AdWords Editor, Yahoo! Overture Campaign Management, and Microsoft adCenter for bulk campaign uploads and edits.
Tracked conversions and ROI with Urchin analytics, and Google Conversion Tracking.

SmarBlogStartup.com

Founded in Tokyo, Japan

Operating Online Worldwide

Founder

June 2008 - now

Starting with 1 niche site in June 2008, I built, managed, and monetized a portfolio of 20+ niche content websites focused on generating passive income through Google AdSense and the Amazon Associates Program.

Leveraged SEO, content marketing, and performance analytics to grow organic traffic, maximize conversions, and adapt to an evolving digital landscape shaped by major Google algorithm changes (don’t we all just LOVE those algorithm updates!)

SmartBlogStartup.com is the site where I share all my experience gained over 18 years in blog building, digital marketing, SEO, and affiliate marketing.

Key Accomplishments:

💻 Website Development & Management

Designed, built, and maintained over 20 niche websites using WordPress (versions 2.5–3.5), with custom themes and plugin stacks tailored for SEO, speed, and monetization.
Utilized FTP tools (FileZilla), hosting cPanels, and domain management platforms (GoDaddy, Namecheap) to deploy and manage site infrastructure.
Implemented caching (W3 Total Cache), image optimization, and mobile-responsive themes as user behavior and mobile traffic grew post-2011.

🔍 Search Engine Optimization (SEO)

Conducted in-depth keyword research using tools like Market Samurai, Long Tail Pro, Google AdWords Keyword Tool, and Wordtracker.
Executed both on-page SEO (meta tags, structured headers, URL slugs, internal linking) and off-page SEO strategies, including link building, guest posting, and article submissions.
Adapted rapidly to algorithm changes including Google Panda (2011), Penguin (2012), and EMD Update (2012), reworking content and backlink profiles to recover and maintain rankings.
Performed regular audits with tools like Google Webmaster Tools, Xenu’s Link Sleuth, and WebPosition Gold to diagnose crawl errors and ranking shifts.

💰 AdSense Monetization & Optimization

Strategically placed AdSense ad units (text/image) within content, sidebars, and headers using split-testing plugins and manual A/B testing.
Targeted high CPC niches (finance, insurance, tech) to maximize per-click earnings, optimizing layout and ad colors to improve CTR.
Tracked performance through Google Analytics, AdSense Reports, and Urchin for page-level insights.

🛒 Amazon Affiliate Marketing

Created product-focused content including top 10 lists, reviews, how-to guides, and comparison tables to drive buyer intent.
Used Amazon Native Ads and text links to blend affiliate content seamlessly within editorial content.
Optimized for conversions by testing CTAs, improving product image placement, and using geo-targeting plugins like Amazon Link Localizer.

📈 Traffic Generation & Content Strategy

Scaled organic traffic through content clusters targeting long-tail keywords and seasonal interest spikes.
Managed freelance content writers and VAs for scalable content production and link outreach.
Promoted content via early social platforms (e.g., Facebook Pages, Twitter, niche forums) and blog carnivals.
Tracked growth trends, bounce rates, and user engagement to refine content strategy using early versions of Google Analytics.

🔧 Tools & Platforms Used

WordPress, Google AdSense, Amazon Associates, Google Analytics, Webmaster Tools, Market Samurai, Long Tail Pro, Xenu, FileZilla, cPanel, GoDaddy, Namecheap, SEO plugins (All-in-One SEO Pack, Yoast), WP Robot, and various monetization/testing plugins.

You can visit SmartBlogStartup.com on the following social media: LinkedIn, Facebook, and Pinterest.

Chiang Mai Flying Club

Chiang Mai, Thailand

Pilot Trainee

July 2008 to December 2009

Completed formal pilot training at Chiang Mai Flying Club, earning a Thai PPL and logging over 120 hours of flight experience while participating in airshows, public events, and recreational flight operations.

Responsibilities:

Studied and passed the ground school component of the Thai Private Pilot License (PPL), covering theory in aerodynamics, meteorology, aircraft systems, navigation, and air law.
Completed dual flight training with certified instructors, logging over 120 hours of local and cross-country flying in Northern Thailand.
Gained experience in Cessna 150, 152, and 172 aircraft, as well as ultralight Tecnam models, operating out of Nok Airfield.
Successfully passed Thai Civil Aviation Department (DCA) theory exams and flight test, obtaining the Thai PPL on 2nd July 2009.
Piloted aircraft in two official airshows: one in Ubon Ratchathani and another in Bangkok, representing the flying club in public events.
Promoted the club and recreational flying during city open days and family events.
Flew tourists on sightseeing flights around Chiang Mai while applying all flight safety and operational procedures.
Followed strict flight checklists and operated aircraft professionally and responsibly under club supervision.

Residence Building

Project Manager

January 2010 - March 2012

Led the end-to-end planning, coordination, and hands-on management of building a custom residential property from empty land through to completed home and landscaped surroundings, in Chiang Mai, Thailand.

Responsibilities:

Coordinated all phases of the project including site selection, soil infill, land preparation, and structural design.
Oversaw construction of primary structures including the main house, garage, front gate, second house, and perimeter fence.
Managed utility installations such as underground electrical wiring, plumbing, water filtration, and tank systems.
Designed supporting structures including a water house, workers’ hut, and garden infrastructure.
Led engagement with contractors, tradespeople, and suppliers, ensuring quality, timeline, and budget compliance.
Directed driveway, walkways, and footpath construction to ensure access and aesthetic alignment with the property.
Planned and executed a full garden design with native plantings and long-term irrigation planning.
Maintained project costing, design documentation and scheduling, and adapted plans in response to on-site challenges.
Applied project management principles including risk mitigation, budget tracking, and scope control throughout.
And the best part: lots of hands-on building activities – see photos below.

My wife has a fantastic outline of the project on her website. Please visit “Building Our Home” to learn more.

Telstra GOC

Melbourne, Australia

Technical Consultant

25 Mar 2012 to 29 Dec 2012

Served as a Technical Consultant at the Telstra Global Operations Centre, delivering expert support for global network infrastructure, major incident response, and service continuity across enterprise and wholesale environments.

Responsibilities:

Provided end-to-end technical support and consulting for Telstra’s global network operations, ensuring consistent service delivery across domestic and international infrastructure.
Collaborated with cross-functional teams to troubleshoot, resolve, and escalate critical network faults affecting enterprise and wholesale customers.
Delivered infrastructure assessments and supported the deployment of network enhancements across IP, MPLS, and SDH environments.
Developed and maintained detailed documentation of network configurations, incident resolutions, and operational procedures to support continuous improvement.
Utilised monitoring tools to proactively identify service degradation, respond to alerts, and minimise customer impact.
Assisted with major incident response, root cause analysis, and implementation of preventative measures to improve network resilience.
Interfaced with vendors and internal engineering teams to coordinate platform upgrades, service transitions, and performance optimisations.
Contributed to operational readiness reviews for new services, ensuring alignment with Telstra’s global delivery and security standards.

RMIT University

Melbourne, Australia

Professional Writing & Editing

July 2013 to December 2014

It was time to pursue a life-long desire to become a writer. Hence I enrolled in an Associate Degree in Professional Writing and Editing at RMIT, gaining practical skills in fiction, non-fiction, editing, and publication through coursework, industry events, and collaborative writing projects.

Accomplishments:

Completed a comprehensive writing and publishing program focused on both creative and professional communication, receiving multiple High Distinction grades.
Studied a broad range of subjects including fiction, non-fiction, editing, copyediting, text and image creation, narrative structure, archetypes, and publishing processes.
Developed practical industry skills through coursework and hands-on seminars, including “Working in the Industry” and “Towards Publication”.
Participated in events and presentations such as Monash Wordfest, YA marketing panels, short story presentations, and poetry slams to gain real-world experience.
Contributed to collaborative writing groups and took part in professional development opportunities such as the Sandybeach Writing Course and RMIT Writers Group.
Applied editing techniques in real-world scenarios and produced original work suitable for publication across fiction, journalism, and digital formats.

Amazon KDP

Melbourne, Australia

Self-Published Author

Jul 2014 - Now

Driven by a strong interest in both fiction and non-fiction writing, I began self-publishing in 2014 after studying Professional Writing and Editing at RMIT. Over the years, I’ve continued to refine my craft, exploring genre storytelling under two fiction pen names while also writing non-fiction titles based on research and lived experience.

Accomplishments:

Authored and published a growing portfolio of fiction and non-fiction titles on Amazon KDP, utilizing genre conventions such as exposition, dialogue, setting, and narrative arcs to engage diverse audiences.
Conducted extensive research for non-fiction projects, including habit formation, productivity, mental clarity, and personal development, drawing from evidence-based sources and contemporary literature.
Wrote, edited, and formatted manuscripts using Microsoft Word, Kindle Previewer, and Grammarly, publishing both eBooks and paperbacks to market-ready quality.
Designed covers using Canva and GIMP, selecting royalty-free images and adhering to visual branding principles suitable for genre and target audience.
Researched keywords and niches using Amazon KDP tools, KDP Select insights, Google Keyword Planner, and niche analysis tools like KDSpy.
Promoted titles through Facebook author pages, early blog outreach, mailing lists, and Amazon Marketing Services (AMS) ads, with iterative testing of copy and calls to action.

In 2023, I launched a personal growth platform: Maxim-Ross.com, focused on building better habits, decluttering, success, and living with purpose. This initiative blends my background as an author and digital content creator, combining SEO strategy, storytelling, and practical self-improvement insights.

Origin Energy

Melbourne, Australia

IT Senior Consultant

Jul 2019 - Dec 2019

Provided Level 2 and 3 IT technical support at Origin Energy, ensuring timely resolution of complex system issues and maintaining high availability across enterprise infrastructure and user environments.

Accomplishments:

Delivered advanced technical support across multiple business units, resolving complex Level 2 and 3 IT issues related to hardware, software, and enterprise applications.
Supported desktop, server, and network environments, including troubleshooting connectivity, VPN, printing, and Active Directory access issues.
Escalated and resolved incidents within SLAs, liaising with vendors and internal teams to ensure prompt resolution and service continuity.
Provided support for Microsoft 365, Citrix, SCCM, and enterprise communication tools, including Teams and Outlook.
Maintained accurate documentation of support tickets, procedures, and system configurations in the ITSM platform (e.g., ServiceNow).
Assisted with system upgrades, patching, and deployment of new technologies across workstations and remote sites.
Delivered user training and knowledge transfer sessions to improve technical self-sufficiency across departments.
Contributed to the identification of recurring issues and recommended long-term solutions to reduce support requests and increase uptime.
Programmed and executed automation scripts in Perl to streamline recurring maintenance tasks and network operations, reducing manual workload and minimizing human error.

Youtube Channel Owner

Melbourne, Australia

Youtube Creator

June 2015 - now

I manage multiple successful YouTube channels in the kids entertainment space, producing scripted content, doll parodies, and educational videos. From scripting to filming and editing, I handle all aspects of production while optimizing for SEO and audience engagement across platforms.

Owner and manager of multiple YouTube channels in the kids entertainment vertical.
Create, maintain and promote a positive online presence through multiple social media platforms, specifically YouTube videos, Twitter posts, Facebook posts.
Tasks include writing scripts, setting up props, setting up lighting and sound equipment, recording and directing videos, and editing video files to create short movies and sketches.
Experienced with SEO and metadata for YouTube video ranking.
Positively engage with our audience and other content creators to share knowledge about the kids vertical, SEO, content strategies, and more.
Self-taught video and photo editing skills: Premiere Pro CC, Photoshop CC, After Effects CC.

Maxim-Ross.com

Melbourne, Australia

Author, Blogger & Entrepeneur

Jul 2023 - now

In 2023, I launched a personal growth platform, Maxim-Ross.com, focused on building better habits, decluttering, success, and living with purpose. This initiative blends my background as an author and digital content creator, combining SEO strategy, storytelling, and practical self-improvement insights.

Create long-form blog content on habits, mindset, success, and minimalist living, optimized for SEO and reader engagement.
Design and publish printable resources such as trackers, planners, and habit charts for download via Maxim-Ross.com and Pinterest.
Write and self-publish personal development books and summaries through Amazon KDP, focusing on productivity, decluttering, and intentional living.
Manage Pinterest marketing strategy to drive organic traffic to blog content and free printables, using keyword-rich pins and design templates.
Leverage skills in digital publishing, Canva design, and WordPress to grow a cohesive personal brand across blog, social, and Amazon channels.