Tecala
From 2019, I partnered with Tecala as its Fractional CMO, helping the leadership team evolve the business from a traditional managed services provider into one of Australia's leading mid-market technology partners.
My role expanded into building the marketing function, aligning marketing with commercial objectives, and embedding the systems, processes and capabilities required to support long-term growth.
Working closely with executives, technical specialists, sales teams and delivery leaders, we developed a clearer market position, modernised the digital experience and implemented a series of strategic go-to-market initiatives designed to strengthen market relevance, customer engagement and pipeline performance.
In 2023, I supported the launch of Tecala's Automation, Data and AI practice, helping the business articulate its vision for AI-enabled transformation.
Today, Tecala is recognised as one of Australia's leading mid-market technology partners, with marketing playing a central role in supporting its growth, market leadership and ongoing innovation agenda.
Development Partners: Chosen, YKCS, Concert & Filter
Zenith
I led the strategic approach with SQUAD to evolve the Zenith brand so it better represented the business. Through the process I developed the positioning as the ‘Curators of the Modern Workspace’. This positioning now clearly defines this iconic Australian business.
As well as tackling this exciting brand challenge, I’ve worked with SQUAD to craft effective strategies for new product launches, including Jac Chair and Denn Chair. Plus, developing their corporate sustainability strategy.
Click here to see the finished website.
Development Partner: SQUAD
Denn
Denn was a collaboration between Zenith and the team at Formway. I led the strategic engagement with SQUAD to interview all the key players at Zenith and Formway, develop the brand essence, develop the brand messaging, and create the copy for the website.
The Denn Chair is an innovative product that features highly technical features. But the brand experience needs to have a human touch. By establishing the right balance we’ve created a successful brand that’s driving growth for Zenith and Formway.
Click here to see the final product.
Development Partner: SQUAD
Crescent Wealth
Crescent Wealth (now Salaam Wealth) is one of Australia's leading Islamic superannuation providers, operating within a highly regulated financial services environment where trust, compliance and customer confidence are critical to growth.
Working closely with executive stakeholders, I helped develop the brand strategy, positioning, visual identity and go-to-market approach that supported the organisation's next phase of growth.
The engagement focused on creating a clear and differentiated market proposition, strengthening customer communications and building the strategic foundations for scalable customer acquisition and engagement.
The resulting brand and growth platform enabled Crescent Wealth to relaunch with greater market relevance, stronger customer connection and a clear pathway for future growth.
Brand Partner: YKCS
Rate Money
Rate Money specialises in helping self-employed Australians and small business owners secure home loan solutions through a nationwide network of franchises, brokers and referral partners.
Working alongside the leadership team, I helped evolve the brand, strengthen its market positioning and develop customer and partner engagement programs designed to support growth.
This included aligning brand, marketing and referral pathways to create a more consistent customer journey, build trust across the network and establish scalable foundations for ongoing lead generation, partner engagement and business growth.
Brand Partner: Concert & Filter
Indyrct
Developing the brand and go to market strategy for this start-up. Partnering with the founder to establish the brand and growth marketing strategy.
I’m partnering with the Founder of Indyrct to develop a brand and growth marketing strategy for this platform that will transform fragmented channel operations into a connected, intelligent ecosystem, that replaces manual processes with intelligent automation, so we can unlock the billions of trapped value we all know sits within the channel ecosystem.
Site360
Site360 is an innovative Australian business delivering contactless systems and platforms for ensuring the health, safety and productivity of site contractors and visitors.
The business was a start-up, so it needed a strong brand platform, go to market strategy, and distinctive brand identity. We developed the logo, brand identity, website, and a stream of content to deeply connect with audiences and drive engagement.
The business is now enjoying sustained growth in Australia and overseas markets.
Development Partner: Filter
Jess Maybury
As Jess Maybury set off on her growth strategy, she wanted to make sure her core beliefs, distinct points of difference, and essential character and personality were embedded in her brand. A brand strategy balanced between her personal beliefs and the practical realities of a highly competitive market place led to a ‘natural interplay between playfulness and discipline’.
Development Partner: SQUAD
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I have a unique way of working that’s built on proven methodology and a really strong track record. The approach works because it combines experience, expertise, collaboration, and partnership.
Get in touch, and let me explain how it works.