Take a look at these B2B Brand & Growth Marketing client stories. They show how my approach delivers genuine outcomes.
Tecala
As Fractional CMO at Tecala, I developed the brand and go-to-market strategy, then built the marketing function required to support the business through its next phase of growth.
Between 2019 and 2023, Tecala grew from around 100 to approximately 150 people, achieved three consecutive #1 Australian mid-market MSP rankings, and secured $18 million in growth investment to accelerate its national expansion.
By late 2023, Tecala was reporting record new-customer acquisition, with inbound digital marketing identified as one of its primary acquisition channels.
Working with the board, leadership, sales and technical teams, I aligned marketing with commercial priorities and established the strategy, systems and capabilities to take Tecala to market.
To create the foundations for this growth we focused on aligning the business for growth, connecting with the right audiences, building effective go to market campaigns and optimising campaigns, content, digital experiences.
In 2023 I handed over an established marketing function to Tecala's Head of Marketing, while continuing to provide strategic brand and marketing support.
Brand Strategy & Positioning: Defining Tecala’s market position, differentiation, value propositions and messaging.
Growth Marketing: Establishing go-to-market priorities and integrated campaigns to build awareness, engagement and demand.
Content & Digital: Building customer-focused content and digital marketing to strengthen market relevance and support sales.
Marketing Operations: Establishing the systems and processes required for coordinated, scalable execution.
Leadership & Sales Alignment: Connecting marketing activity with commercial objectives and sales priorities.
Arthritis Australia
Working in partnership with designer Christina Stone and website developer Robyn Smart (Smart Robbie), I helped strengthen Arthritis Australia's national brand, positioning and communications, creating a clearer, more unified voice for the organisation.
The challenge was aligning national and state-based stakeholders with different priorities around a shared strategic direction.
I led the strategic engagement, conducting stakeholder interviews and facilitating workshops to uncover the insights needed to build consensus, establish a unified brand strategy and positioning, and provide a compelling creative brief.
In practice, this included:
Stakeholder Engagement and Alignment: Leading interviews and consultations with national leadership and state and territory affiliates to understand different perspectives and establish shared priorities.
Brand Strategy and Positioning: Strengthening the organisation's purpose, positioning and strategic direction to reinforce its role as Australia's trusted national voice on arthritis.
Brand Messaging and Communications: Developing clearer strategic messaging to connect people living with arthritis, healthcare professionals, researchers, government and the broader community.
Creative and Digital Direction: Translating the brand strategy into a clear creative brief and strategic framework, giving Christina and Robyn the insights and direction to develop a distinctive brand identity and engaging digital experience.
Together, we combined strategic thinking, creative expertise and digital execution to deliver an outcome that went far beyond expectations – a more unified, accessible and distinctive brand that strengthens Arthritis Australia's ability to advocate, engage and connect with Australians.
Growth Marketing Outcomes:
The new brand identity and website were launched at Admiralty House, Sydney, in July 2026, marking an important new chapter for the organisation.
On LinkedIn, Arthritis Australia said: “With our new identity and accessible website, we are marking a renewed commitment to ensuring the 7 million Australians living with arthritis and musculoskeletal conditions are seen, heard and supported.”
The new brand has been embraced across Arthritis Australia’s affiliate network. The Arthritis Movement publicly celebrated the new identity and described the accessible website as marking a renewed commitment to ensuring people living with arthritis are seen, heard and supported.
Zenith
Working in partnership with SQUAD, I developed Zenith's brand strategy, brand core and positioning, establishing “Curators of the Modern Workspace” as the defining proposition for this iconic Australian business.
I delivered a cohesive brand platform that strategically redefined Zenith’s role and ambitions in the eyes of their clients. Core messaging focused on performance, relationships, people and sustainability – bringing clarity and alignment across teams, channels and regions. We then built a flexible identity system designed to scale with the business, ensuring consistency and impact at every stage of the brand journey.
The repositioning gave Zenith “renewed clarity and momentum”, aligned teams around a stronger purpose and shifted external perception from a functional furniture supplier towards a design-led strategic partner.
Growth Marketing Outcomes:
Zenith gained a renewed sense of clarity and momentum.
Internally, it united teams around a stronger purpose. Externally, it elevated perception, helping shift the narrative from functional supplier to design-led partner.
Today, Zenith continues to lead the evolution of the modern workplace, with a brand built to scale, flex and inspire.
The website now performs as a digital showroom and a platform designed to scale with the business
Denn
Partnering with SQUAD, Zenith and Formway, I led stakeholder interviews and strategy workshops to align the leadership teams around a shared vision for growth. Together, we developed the brand strategy, brand essence, messaging framework and website copy, creating a stronger market position and a clear platform for future growth.
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.
Growth Marketing Outcomes:
Zenith described the Denn launch as the “indisputable highlight” of the year. It was launched nationally across Australia, followed by New Zealand and then Singapore, Hong Kong, Shenzhen and Shanghai – so the brand platform wasn't simply used for a local product launch; it supported a multi-market Asia-Pacific rollout.
Click here to see the final product.
Crescent Wealth
I partnered with Crescent Wealth (now Salaam), one of Australia's leading Islamic superannuation providers, to develop the brand strategy, positioning and creative direction needed to support its next phase of growth.
The challenge was determining whether the existing brand had the relevance, recognition and credibility to support future ambitions, or whether a more fundamental creative transformation was needed.
Working with the Board and executive leadership team, I led the strategic engagement, combining stakeholder insights with independent quantitative audience research to ensure creative and commercial decisions were grounded in evidence, not assumptions.
In practice, this included:
Leadership and Stakeholder Alignment: Establishing business priorities, growth ambitions and leadership perspectives on the brand's future.
Brand Research and Audience Insights: Using quantitative research to understand brand awareness, perceptions, relevance and opportunities for growth.
Brand Strategy and Positioning: Developing the brand platform, competitive positioning, value propositions and messaging.
Brand Architecture and Naming Strategy: Exploring opportunities to evolve the existing brand or create something fundamentally new.
Creative and Go-to-Market Direction: Translating strategic insights into a compelling creative brief, establishing the foundations for a distinctive brand identity, communications and customer engagement.
Growth Marketing Outcomes:
The research revealed two credible strategic pathways: strengthen Crescent Wealth's existing brand or transition towards a new identity. This informed a phased strategy, balancing immediate marketing priorities with the opportunity for a more ambitious creative transformation.
In 2024, Crescent Wealth rebranded as Salaam, marking an important milestone in the organisation's evolution.
The engagement demonstrated the value of combining independent research, Original Thinking and creative ambition. It gave the leadership team the clarity and confidence to make significant brand decisions, and the strategic foundation to create brands that connect, engage and grow.
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 used a combination of campaign briefs and brand and growth marketing approaches to 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.
Growth Marketing Outcomes:
Aligned for Growth | Positioned for Growth | Ready to go to Market | Connected to the Right Audiences | Built to Perform.
Indyrct
Partnering with the founder to establish the brand, positioning and Growth Marketing Strategy for Indyrct – a cloud-based SaaS platform transforming fragmented channel operations into a connected, intelligent ecosystem.
Together, we're creating the strategic foundation to replace manual processes with intelligent automation, unlock new commercial value and accelerate growth.
Growth Marketing Outcomes:
Aligned for Growth | Positioned for Growth | Ready to go to Market | Built to Perform | Connected to the Right Audiences.
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. The brand essence created the balance between her personal beliefs and the practical realities of a highly competitive market place led to a ‘natural interplay between playfulness and discipline’.
The Growth Market Strategy delivered the insight and direction she needed to set her north star and navigate towards it with confidence.
Growth Marketing Outcomes:
The new brand and website created a platform for Jess Maybury Interiors to present itself as a distinctive, full-service design studio – supporting its evolution into larger renovation and new-build projects, a growing team and increasing industry visibility.
Growth Marketing.
In the AI Era.
Helping organisations become:
Aligned for Growth
Positioned for Growth
Connected to the Right Audiences
Ready to Go to Market
Built to Perform
Ready for AI and Automation
So you can engage better and lead with confidence.
Ready to create the conditions for sustainable growth?
Let's talk about the outcome you're trying to achieve.