About

Anthony Keal

Anthony Keal is a Melbourne-based digital consultant who works across the whole digital function: strategy, delivery, web and eCommerce, analytics, and AI automation. He helps mid-market Australian businesses and agencies fix stalled projects, reduce wasted spend, and make their data reliable, taking a project from brief to launch either directly or alongside an existing agency. Anthony has worked on both the agency and client sides of digital delivery for more than a decade.

Early life and education

Anthony was born in Leeds, England. His family moved to Australia after his mother married an Australian, and when they returned to the United Kingdom he chose to stay. He was eighteen, had been accepted into the multimedia degree he wanted, and had come to regard Australia as home. He worked for a year, became an Australian citizen, and put himself through university, where he met his wife, Lindi, in first year. On the advice of a lecturer he moved from multimedia, which split its time between media studies and design, into a Bachelor of Design at Swinburne University of Technology, focused entirely on digital design. He finished as one of the strongest students in the program and received the 2013 AGDA Victoria Student Award for his performance.

Anthony Keal with his wife Lindi and their two children
Anthony, Lindi and the kids.

How he works

Anthony works as a generalist by design. Mid-market digital problems rarely sit with a single specialist: a typical engagement spans design, technical SEO, conversion analysis, vendor management, integration scoping, and stakeholder communication, often in the same week. He offers a single operator across the whole digital function as a cleaner alternative to coordinating a team of specialists, where the coordination overhead can account for much of the cost. He can read a codebase, brief an agency, run a tender, build an automation pipeline, and present to a board, and judge which a situation actually needs.

Having worked both sides of the agency relationship, Anthony draws on knowing what agencies say compared with what they mean, and what clients need compared with what they ask for. He works three ways: directly with a business as the senior lead or an ongoing fractional arrangement; alongside an agency as the client-side counterpart who owns the brief, the decisions, and quality assurance; and inside an agency as an embedded delivery lead when an engagement needs senior hands.

Experience

Independent digital consultant

2026 – present · Melbourne

  • Strategy, vendor management, web and platform delivery, analytics, marketing automation, and production AI for mid-market businesses and agencies.
  • Platform-agnostic, working in whatever stack a client is on or being quoted.

Fractional Head of Digital Delivery, Edco Cleaning Products

2026 – present · Melbourne

  • Senior client-side digital lead across a website redevelopment and ongoing delivery.
  • Manages build partners and producers to hold scope, quality, and timelines.

Head of Digital, Eden Brae Homes

2024 – 2026 · Sydney

  • Owned the core digital platform end to end: strategy, product direction, vendor selection, and delivery.
  • Led a full re-platform, authored the brief, ran a formal $250,000+ market tender, and appointed the delivery partner.
  • 75% uplift in conversion rate.
  • 4x site-performance improvement through Core Web Vitals and technical SEO.
  • About $250,000 saved in the first year by bringing digital execution in-house.
  • Built AI and API publishing pipelines that cut per-floorplan production from 30 minutes to seconds.

Digital Production Lead, Bright Labs

2021 – 2024 · Melbourne

  • Led delivery across more than 20 concurrent client projects and scaled the team to five times its size.
  • Rebuilt delivery workflows, introduced ClickUp, and added automated CI/CD deployment.
  • Drove the adoption of Craft CMS as a core agency capability across six client projects.

Senior Digital Producer, Annix

2015 – 2021 · Melbourne

  • Almost six years across two roles, progressing from design and production to senior producer.
  • Shaped client digital strategy, proposals, and delivery, and mentored other producers.
  • Account-managed a clientele that included major Australian homebuilders.

Digital Designer, Hard Edge

2014 – 2015 · Melbourne

  • Design across print and digital; introduced a UX design methodology to the studio.
  • Worked on brands including Mercedes-Benz, Mercer, CNH Industrial, eNett, Optal, and VicSuper.

Certifications

  • Certificate III in Multimedia
  • ClickUp Admin Certificate of Completion

Honours and awards

Areas of focus

Digital strategy and advisory, web and eCommerce delivery, platform re-platforming and migration, website health and analytics (GA4) audits, AI and automation, vendor selection, and recovery of stalled projects. Based in Melbourne, working with Australian mid-market businesses.