WORK
Selected work.
Five companies, one job: turning attention into revenue. Sometimes that meant more leads. More often it meant fixing what happened after people arrived.
B2B SAAS
Pia
Director of Growth & Digital Marketing
1 in 4
cold leads who reached pipeline booked straight after my email or website
THE CHALLENGE
Three months after launch, Pia had a one-page website and very little marketing. Most leads arrived cold and had never heard of Pia.
WHAT I DID
Designed and wrote the website, set up HubSpot for marketing and lead scoring, and built the nurture and webinar programs that warmed up cold leads.
THE RESULT
The leads most teams write off became steady new pipeline, and my reporting showed which channels opened the door and which got people to book.
PROPTECH
:Different
Marketing Leader
50% lower
cost per qualified lead, while leads more than doubled in six months
THE CHALLENGE
A PropTech company explaining its product in a way that wasn't convincing its main buyer, with a Melbourne launch ahead.
WHAT I DID
Rebuilt positioning and messaging, created a new paid social formula for the top buyer persona, and implemented HubSpot hands-on, from data migration to live chat.
THE RESULT
More than doubled leads in six months while halving cost per MQL, and led a Melbourne launch that contributed to a monthly sales record.
FINTECH B2B2C
Autopia
Head of Marketing
4x
B2C leads
THE CHALLENGE
Novated leasing is a dry product. Autopia had a weak digital presence and a monthly offers process that couldn't scale and delivered very little.
WHAT I DID
Led the website rebuild, turned the monthly offers into a tested growth program, automated the marketing, and created thought leadership that reached employees through their employers.
THE RESULT
Quadrupled B2C leads and grew B2B leads 50%. Offer tests lifted B2C conversion 27%, and the new ASX-listed parent company adopted the thought leadership program.
FINTECH B2B
BizCover
Head of Marketing and Communications
+120%
sales conversion from lifecycle email
THE CHALLENGE
An online business insurance startup with no marketing function and a seven-page purchase flow people abandoned halfway. I joined as employee five.
WHAT I DID
Redesigned the purchase flow, built lifecycle email triggered by customer stage, launched BizCover in New Zealand, and built a broker channel in both markets.
THE RESULT
The new purchase flow lifted lead conversion 37%, lifecycle email lifted sales conversion 120%, and marketing helped earn #3 in the 2011 Deloitte Technology Fast 50 Australia.
ENTERTAINMENT
US-based virtual entertainment startup
Fractional CMO, Larivar
Thousands
of attendees across the new virtual events
THE CHALLENGE
Live entertainment had shut down. A US startup was betting on a new product line, virtual events, with no marketing function to take it to market.
WHAT I DID
Ran their marketing for two years as fractional CMO. Set positioning and messaging, designed and prototyped the web app, and ran the promotion behind each event.
THE RESULT
The virtual events drew thousands of attendees. The product line had found its audience, on the positioning and promotion I built from scratch.