Funnel Vision: Rewriting Strategy for the Modern Buyer

Discover how leading brands are replacing funnel thinking with real-world strategy—revealed by Google, unpacked by Bonfire, and built for you.

Date & Time: Thursday, 12th June 2025, Doors open at 7:00 AM

Location: The Duxton Hotel, Perth

Cost: $59 (including fees), discounts available for early bird sales.

About The Event

This year, we’re challenging traditional, linear funnel thinking and exploring how the best marketers are reshaping strategy for the way people actually buy.

Hosted by award-winning performance agency Bonfire, with special guests from Google Australia & New Zealand, this event is built for senior marketers who want to connect brand and performance, rethink the customer journey, and make smarter decisions across every stage of the funnel.

Event Highlights

• Two Keynote Presentations. Hear from Google on how modern marketers are evolving beyond the traditional funnel—using data, measurement, and AI to meet customers where they actually are. Then, get practical guidance from Bonfire’s media strategy team on selecting and sequencing channels based on real customer movement, not linear assumptions.
  
• Interactive Q&A. Join Arshad Mirza and Matthew Elshaw for an audience-led Q&A, hosted by Bonfire’s SEO Manager, Sarah Salameh, where they’ll unpack the challenges of modern strategy and offer grounded answers to the questions marketing leaders are asking right now.
  
• Catered Breakfast. Enjoy a plated breakfast with coffee, tea and juice served throughout the morning.
• Executive-Level Networking. Connect with senior marketing leaders, digital decision-makers, and agency peers to exchange ideas and explore future opportunities.

Speakers

Arshad Mirza, Head of Partners & Agencies ANZ at Google

With nearly two decades at Google across strategy, partnerships and sales, Arshad leads the agency ecosystem for Australia and New Zealand—helping partners evolve their marketing strategies in step with today’s shifting customer behaviour.

His focus is on growth through digital collaboration: connecting data, AI and measurement to reframe how brands reach, influence and convert modern audiences. A long-time advocate for Australian businesses, Arshad brings a grounded, impact-led perspective to what it takes to drive results in an increasingly non-linear world.

Matthew Elshaw, Head of Media Strategy at Bonfire

Matthew leads the team responsible for designing media strategies that align marketing investment with audience behaviour and funnel stage. His session will offer practical guidance on how to research and select the right channels across the full funnel, tailoring every decision to your audience's unique characteristics.

Matthew has worked with some of Australia's best-known brands, including Synergy, REIWA, and Cancer Council WA, helping them turn complex media landscapes into high-performing, data-led strategies.

Sarah Salameh, SEO Manager at Bonfire

Sarah leads Bonfire’s SEO team, combining sharp technical knowledge with a clear understanding of how search impacts the whole funnel. She’s trusted by clients to navigate algorithm changes and shape strategies that deliver measurable growth.

At this event, Sarah will reveal Bonfire’s latest innovation: Australia’s first AI Overviews reporting tool, built to track brand visibility, keyword movements, sentiment, and missed opportunities in AI-generated search results. Sarah will be your host for the live Q&A with Arshad and Matthew.

Why You Should Attend

• Exclusive Access to Google’s Thinking. Gain rare insight into how Google’s most advanced clients are moving beyond linear funnel models—what they're rethinking, what they’re replacing, and where they’re seeing results.
  
• High-Impact Professional Development. Sharpen your strategic skills with insights, frameworks and tools you can put into practice immediately.
• Valuable Industry Connections. Connect with senior marketers, strategists, and decision-makers shaping the future of digital.

Registration Details

Places are limited—register now to secure your seat at one of WA’s most valuable marketing events of the year.

Parking

The closest parking is 350 meters away at CPP Terrace Road, 165 Terrace Rd, Perth WA 6000.

Photography & Videography

We’ll be taking photos and videos during the event to use in future event promotions. If you’d prefer not to be included in our content, please make yourself known to Bonfire staff on the morning of the event or email marketing@bonfire.com.au.

Frequently Asked Questions

What is full-funnel marketing?

Full-funnel marketing is about reaching and engaging customers at every stage of their journey—from first exposure to final conversion and beyond. But modern buyers don’t move in neat, predictable steps anymore. They loop, pause, revisit and jump stages.

That’s why today’s smartest marketers are rethinking the funnel—not abandoning it, but redesigning it to reflect how people actually buy. At this event, you’ll hear how Google and Bonfire are helping brands evolve their strategies to better track movement, maximise investment and build campaigns that connect across the entire journey.

How much do tickets cost?

Tickets are $59 per person and include a plated breakfast, keynote presentations from Google and Bonfire, and access to an exclusive Q&A session with industry leaders.

This event qualifies as a professional development opportunity and is ideal for marketers responsible for strategy, performance and budget allocation. Places are limited to ensure a high-value experience for all attendees.

Can I get a tax invoice for my ticket?

Yes. A tax invoice will be automatically sent to your email after registration. If you need a custom invoice or receipt for your accounts team, just let us know.

When is the event?

The event will be held on Thursday, 12th June 2025. Doors open at 7:00 AM, with the formal program commencing and breakfast being served at 7:30 AM. The event will conclude by 9:00 AM.

Who is this event for?

This event is designed for senior marketers, digital decision-makers and brand leaders who are responsible for driving growth, shaping strategy, or allocating media budgets. Whether you lead a marketing team, manage digital performance, or influence commercial outcomes, you’ll walk away with insight that’s built for immediate action.

Will the sessions be recorded?

This is a live, in-person event, and sessions will not be recorded or streamed. We recommend attending in person to access the content and conversation.

Who is Bonfire?

Bonfire is an award-winning performance agency based in Western Australia. For 25 years, Bonfire has worked with Australian brands to create data-driven strategies that deliver ROI. Bonfire's services include search engine optimisation, search and social advertising, paid media and analytics.