Client Work
I Don’t Just Deliver Marketing. I Take Ownership Of Making It Happen.
Over the years that has meant repositioning brands, building online businesses from a standing start, and acting as the senior marketing advisor a business doesn’t have in-house. Sometimes it has meant running the business itself. Here are six examples of what that looks like.
Heilala Vanilla
Building a Better Global eCommerce Experience
Heilala Vanilla had an established international brand and a growing global market. Its online experience needed to match the quality of its products and support its commercial ambitions.
I led the strategy and delivery of a bespoke Shopify website, from reviewing the existing customer experience through to site structure, wireframes, copy and design direction, managing the specialist developers throughout. I also reviewed their social media strategy.
The result: A stronger, more intuitive global shopping experience, with the design and approach later adopted across the company’s Australian and New Zealand operations.
“Throughout the project, I have found your communication, attention to detail and fresh ideas fantastic!”
Ruby Grant, Marketing Manager, Heilala Vanilla
What I was responsible for: customer experience review · site structure and wireframes · copy · design direction · development management · social media strategy review
Bodyneed
Transforming an Existing Business. Building a New One.
Bodyneed was two interconnected businesses: an established New Zealand fitness operation and a new global online training business. I joined in 2019 as General Manager and Marketing Director, responsible for the commercial and people side of the business as well as the marketing.
In New Zealand, I restructured the offering, developed new training program identities and built customer engagement, retention and event initiatives. When COVID disrupted the business, I reworked it around a new operating model that kept the business commercially viable through that period and beyond.
Alongside that, I led the strategy and development of a global online fitness program, from the original concept and commercial model through to product development, brand positioning, platforms, content, social media and launch campaigns. I wrote the video scripts, then directed, filmed and edited the videos myself, adding the music and branding.
The result: A restructured local business that survived COVID, and a new online training business built from the ground up and taken to market.
“I couldn’t do this without you!”
Karen Finlayson, Owner, Bodyneed
What I was responsible for: general management · recruitment, contracts and staff management · forecasting and financial management · business restructure · program and product development · commercial model · brand positioning · social media strategy and implementation · events · video scripting, filming and editing · email marketing · launch campaigns
Dog Zen - Mark Vette
Turning an Expert’s Idea Into a Commercial Online Training Business
Mark Vette had the expertise, the reputation and an idea for an online dog training program. The challenge was turning that idea into a complete, marketable business.
I developed and led the commercialisation strategy, bringing together the program structure, positioning, pricing, platforms, membership experience, video production, email automation and launch campaigns. I wrote every piece of copy: the opt-in, the sales page, the membership hub, the emails and the video scripts. I stayed on afterwards for ongoing marketing, customer acquisition and promotion.
The result: A successful online training launch, with an 11.7% sales-page conversion rate, email open rates frequently between 50 and 60%, and strong lead generation.
“We are stoked with the response. Thanks for your great work!”
Mark Vette, Owner, Dog Zen
What I was responsible for: commercialisation strategy · program structure · positioning and pricing · membership experience · all copy, from opt-in and sales page to emails and video scripts · video production · email automation · launch campaigns
Kelly Flavell Law
Twenty Years On, Still Their Marketing Advisor
Kelly Flavell Law had a respected legal practice and a patchwork of logos and materials that didn’t reflect it. Those inconsistencies were undermining the professional identity the firm wanted to project.
I led the design of a unified brand, from the logo and visual identity through to all their marketing collateral, including indoor and outdoor signage, calendars and promotional items, along with a new website built around the firm’s clients and services. I also set up their Google listing and Facebook page. More than 20 years later I’m still their go-to for strategic input, marketing advice and project oversight, most recently protecting the firm’s interests through a website redevelopment.
The result: A consistent, professional brand and digital presence, with business growth of 18% following the rollout.
“You’ve re-invigorated my enthusiasm for my own business! Business is up 18% post rolling out my new branded look off & online.”
Kelly Flavell, Owner, Kelly Flavell Law
What I was responsible for: logo and brand identity · marketing collateral and signage · website · Google listing and Facebook page · ongoing strategic advice · project oversight
DEC - Digital Engineering Corporation
Building Market Presence Against Much Bigger Competitors.
DEC was an established Australian technology business up against major industry players. It needed a stronger market identity and more recognition for its expertise.
I developed the brand positioning and identity, and helped establish DEC as the company’s shorter, more memorable name. I then built an integrated marketing and thought-leadership strategy across the website, digital content, social media, industry networking and business development, alongside sales and leadership coaching.
The result: A clearer market identity and a coordinated approach to building visibility and credibility. The DEC name I helped establish is still in use on the company’s website today.
What I was responsible for: naming and positioning · brand identity · website · thought-leadership strategy · social media · business development · sales and leadership coaching
D'Cruz Interior Design
A Sophisticated Digital Showcase for a Design-Led Business
For an interior design studio, the images are everything. D’Cruz needed a website that reflected the quality of its work and made an extensive portfolio compelling across devices.
I led the development of a complex bespoke WordPress website built around a sophisticated visual gallery, along with search-friendly site structure, content guidance and a LinkedIn profile to support their digital presence.
The result: A highly visual, responsive site that brought the studio’s extensive portfolio together in one cohesive online experience.
What I was responsible for: site structure · bespoke gallery · content guidance · search-friendly build · LinkedIn profile · project management
More Than Marketing Deliverables
The projects above took many forms, and the common thread is the same. I work out what the business is really trying to achieve, identify what will make the difference, and bring the right expertise together to deliver it.