About
Marketing started with design for me.
I didn't learn marketing from one tidy job description. I learned it by doing a job that kept getting bigger, inside a business that kept changing.
The short version
I'm a Perth-based marketing and brand consultant. I spent four years building Smartfix's marketing function from the ground up, first as a freelancer and then in-house, while the business grew into one of Perth's largest residential trade businesses.
Now I work with businesses that need senior marketing thinking without a full-time senior hire, and with the people doing their marketing.
Why the design part matters
I can write the strategy and brief the designer.
A lot of strategy gets lost between the document and the finished work. Somebody writes a positioning statement, somebody else designs a logo, and the two never really meet.
Because I started in design, I can sit on both sides of that. I can work out what a brand needs to say and then explain exactly how that should show up in type, colour, photography and layout. Or I can draw it myself, as Colin will tell you.
Working inside a growing business taught me the other half. Marketing is a system, and the logo, the Google profile, the quote template and the follow-up email all belong to it.
Tools & systems
The tools I work in
- Google Analytics 4Analytics & reporting
- Google Search ConsoleSearch performance
- Meta Business SuiteSocial & advertising
- WordPressWebsite management
- ClaudeAI & workflows
- Adobe Creative CloudDesign & creative
- FigmaDesign & prototyping
- MailchimpEmail marketing
- AsanaProject management
- MiroStrategy & workshops
What drives me
Learner first, with a useful pairing underneath
My top five CliftonStrengths
- Learner85
- Empathy78
- Achiever78
- Strategic78
- Developer73
Learning is what I get the most energy from. I enjoy getting better at something as much as the result, and that's a big part of why I like teaching what I've learned.
Empathy and Strategic sit side by side for me. I'm usually holding two questions at once: what does this person need right now, and what's the smart long-term move? That's the balance marketing team development needs. The plan has to be right for the business, and it has to work for the person carrying it out.
Achiever is where I get my follow-through. I finish what I start and take ownership of it. But I've learned that moving fast only helps if you're solving the right thing, which is why I keep coming back to this:
“Understand the problem before deciding what it needs.”
How I work
Four things I try to always do
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Understand before recommending
I won't prescribe a channel, a rebrand or a content plan before I understand the business, the customer and what you're trying to achieve. The first conversations are mostly questions.
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Strategy needs to be usable
A beautiful 80-page strategy that nobody implements isn't useful. I'd rather give you a one-page plan your team can use on Monday.
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Teach, don't gatekeep
I explain the reasoning behind my recommendations so you and your team can make the next decision without me. This matters most when I'm working with your in-house marketer.
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Build for independence
You should come out of working with me understanding your own marketing better. Being permanently reliant on a consultant isn't a good outcome for anyone.
"You can never know everything, so I'd never say I'm an expert. But I love learning and teaching."
Outside of work
Beyond the work
Outside of work, I’m usually finding somewhere good to eat, planning a trip, spending time with family and friends, or getting stuck into one of my own creative projects.
I’ve always liked making things and learning as I go, so I’m not particularly good at having nothing on. There’s normally an idea I’m playing with, somewhere I want to go, or something new I’ve decided I want to learn.
Aisha has a really strong ability to bring together people, ideas and business needs, and then turn them into something clear and actionable. … I’d highly recommend Aisha to anyone looking for someone who brings together strong strategic thinking, genuine people leadership and a very practical approach to marketing.