Projects

Over the last 20 years I've led many different types of projects across the digital marketing, digital business, data and analytics, and marketing innovation landscape. Some of the projects are as follows:

 

Greenfields Marketing Capability + Brand Relaunch

Versent are a 600-strong and very successful Cloud Technology Consultancy servicing 40% of the ASX top 100. At 8 years old, they had grown at 30% YoY without any formal Marketing capability. The move of the former CEO into the Chairman role, and appointment of a new CEO triggered a re-structuring and formalisation of the business preparing the group for growth.

I was appointed in a contract capacity as CMO to re-set how the organisation approached marketing. In this role I restructured the team and how the team operated and interfaced with the broader organisation. We re-set and formalised strategic direction regarding market positioning, channel planning, and go to market. And launched a range of new initiatives.

Results were impressive: 84x increase in qualified leads generated YOY with a 15% decrease in CAC. 20x Net ROI (129x Gross ROI) and budgets increases 2.25x YoY.

END-TO-END MARKETING CAPABILITY EVALUATION

I was engaged by a leading online education provider in Australia to evaluate their marketing team and provide recommendations as to how that team could improve their commercial impact.

Over 3 months I evaluated their marketing operations, team capabilities, supporting technology, took a data-analytic view of their campaign performance, and conducted consumer research to unpack consumer attitudes and key drivers of choice.

The work uncovered a range of challenges resulting in sub-optimal results. For example we found that a poor understanding of media management had led to a 1000x over-investment in under underperforming campaigns, and their consensus-culture with unclear job descriptions had led to around 70% of their available time being spent on non-productive tasks.

The recommendations delivered constituted an end-to-end marketing re-set and covered a range of measures including team composition and ways-of-working, data & analytics processes, brand management & positioning, and creative production.

Marketing automation platform leadership

For various clients I've helped their teams, both internal and external understand and adapt to the world of marketing automation. This usually involves education regarding the layers or components of the end solution, and strategic planning regarding, data, communications, lifecycles etc. It also usually involves long-term ROI modelling and forecasting to feed into prioritisation of planned activities, and quantification of potential return. 

New Business Go To Market Planning

I developed a comprehensive go-to-market strategy for a new digital startup offshoot of a major FMCG company. The strategy involved strategic business, user-experience, communications, media, and channel planning as well as business-model validation. The full path to purchase was planned with optimisation in mind and advertising channel splits were aligned with ROI forecasting to ensure maximum impact from the advertising spend.

360º Marketing Analytics Stack

I developed an agency-wide marketing analytics stack which ingested numerous near real-time data feeds covering all aspects of brand marketing performance analytics. Weekly brand tracking, digital activity and performance, competitive activity, competitive sales, above the line activity and spend, and own sales. This data was able to feed powerful insights about the effectiveness of marketing activity and enabled cross-channel strategic optimisation.

Brand Health TRacking Technology Development

Developed end-to-end system to deliver high-frequency (weekly) brand health tracking and insights to clients at roughly 1/3 of the cost of traditional market research providers. The system was integrated tightly into the agency way of working and fed downstream integrated campaign implementation and performance measurement.

Development of regional customer growth and service delivery models

As part of my role with Responsys/Oracle Marketing Cloud, I developed a customer growth model including a supporting standardised service offering (SSO). The SSO included strategic tools, team structure, integrations, commercialisation and processes which rolled out across the APAC region and serviced clients from big to small, in multiple languages, across multiple market categories. 

Analytics and reporting platform architecture and development

Easily accessible, and easy to interpret metrics means that teams are empowered to take action on insights faster. That's essential in a world where real-time marketing is becoming the dominant mode of operation for marketing and digital teams. I've been lucky enough to work with many brands helping to set up the infrastructure for reporting, and defining ways they can look at data to get the most out of it.

Whole of business digital strategy

What role does digital communications play in how our business communicates to and delivers experiences to our customers? What's the role of digital communications and technologies in driving our business forward? I've mapped the answer to this for many businesses including an airport, an airline, a travel business, some FMCG businesses, and several retailers. 

Opportunity identification for digital technologies

The internet and connected technologies are evolving everyday, and that means that everyday they present businesses with new opportunities. I've worked with numerous businesses in various categories to review these changes, identify and quantify the opportunities they present, and plan a way forward to profit from them.

Brand growth planning

Obviously, understanding brands, and how to define and grow them is the bread and butter of any marketer. What hasn't been so clear over the last 10-15 years is how to grow brands in an environment where consumer behaviour and media consumption is changing so rapidly. I've been lucky enough to be at the forefront of some of these changes and in the position to help brands understand how to adapt to this changing landscape and articulate themselves differently.

Education on digital marketing

I've delivered hundreds of digital marketing workshops and several years of post-graduate training on all aspects of digital marketing and service innovation.

Cross-channel campaign platform development and media planning

I've developed a huge number of strategies (including media plans) and led teams building and managing digital acquisition and promotions activities across connected channels.