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Strategy

For me everything needs to be underpinned by a strategy to enhance overall effectiveness. 
Whether it is creating a communication campaign for a Client, developing a great idea, or leading a team. Ultimately great strategy guides all resource in the right direction, for the right reason, to generate the desired outcomes. I have been a student of strategy for a longtime, applying newly obtained knowledge to the teams that I have led.

Key Strategic Projects

Noteworthy Projects

01

Developed a 2-phase national strategy which realigned 60+ people, under a different structure, with different processes and systems. Key Outcomes:

  • Aligned structure nationally, to create a more collaborative universe, that enabled quicker and easier decisions, by ‘flattening the structure’.

  • Overhauled over twenty processes, with a centralised framework, in order for workflow to be shared nationally with a consistent quality output. 

  • Created a national score card on Salesforce, visible to all, for universal accountability. 

  • Created an internal learning Academy, using our own research IP, and leading marketing science papers – increasing creative sophistication and quality output. 

  • Innovated client engagement. Creating a new way to be proactive, a Tool Kit that was first to market – Instead of consistently re-building proactivity, this tool kit gave consistency and ease – Quality output that could be delivered on repeat. There were 10 tools that each market could use, depending on how they needed to approach cients. 

Results

  • Freed up 40% of the team’s capacity to be proactive.

  • This approach generated an additional $1 million in revenue in 6 months alone.

  • Integrated brief conversion increased to 36% (on a Sales share of 26%).

  • Engaged 1,238 clients, to change perception about the medium, after which:

    • 96% of clients rated the experience above 8 on a scale to 10. 

    • 75% stating they were “extremely likely to use the platform for brands” (Source: SCAiQ Audio Immersion Feedback Survey | Jan – Sep 2023 | N= 302)

  • Establishing a “Creative Difference” that become a marketing pillar for the business, due to individual skill levels increasing and adding unique value to clients. 

02

With every team I have created a cascading strategy, whether it was with a small or large team, some of this resulted in the following.

  • +40% sell through rate of Content assets (in Brisbane)

  • Marketed an Audio Brand (Sea FM, Gold Coast) that got globally recognised on The Ellen Show – this was a first and remains so. 

  • Created first to market products that delivered creative excellence and revenue (discussed in the innovation section e.g. Brandsound, Mood Creative etc). 

  • Created #1 rated Breakfast show with a tactical execution targeted towards families - a theatrical series (acting as a spin off to Glee – but we got real school kids wanting to star in their own show (with a Webisode extension). This filled out an auditorium of 5000 families and drove the target to ‘vote’ us to #1.

I have had a long relationship with research and strategy, as I know it generates better and more applicable outcomes. It was the foundation of why I was able to turn teams around to become high performance. 

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