Work
The work, and why it was needed.
Each case study covers the situation, the problem, what I was responsible for and what changed. The visuals matter, but they only make sense with the business context around them.
Building a marketing function inside a growing trade business
SOPs, playbooks, reporting and a trained team behind a business that grew to 130+ staff.
Colin: how a company mascot became a brand system
How an existing mascot became a flexible brand asset used on vehicles, activities, merchandise and more.
A website rebuild that kept up with a changing business
Leading the rebuild internally: site structure, every page of copy and creative direction, then 786 pages kept current.
Building an in-house search strategy across SEO, local search & AEO
Auditing the site, mapping search intent, local search and customer-led content, with AEO and paid search connected.
Beyond the case studies
Other projects & responsibilities
Customer messaging system
Customer enquiries were being missed across several channels. I researched the options, recommended and implemented Podium, built the workflow and trained the customer service team to use it consistently.
Smartfix customer app
I led the brand and customer-experience side of a new Smartfix app, working with the development partner from planning through launch. My role covered how it fit the wider customer journey, how it was communicated and how customers would actually use it.
Email & SMS campaigns
I planned, wrote, built and measured email and SMS campaigns across different customer segments and objectives. Performance informed where we continued investing rather than treating every available channel as something marketing had to maintain.
Social & job-site content
I planned and captured photo and video content on active job sites, turning individual shoots into assets for social media, website pages, advertising and Google Business Profiles.
Brand collateral
I designed and managed brand applications across signage, uniforms, brochures, flyers, vehicle graphics, magnets, presentations and other physical touchpoints as the business evolved.
Internal communications
I produced a monthly company newsletter using updates from teams across the business and supported internal campaigns, staff events and other employee communications.
She helped put together clear, practical SOPs so people had something to refer back to instead of having to ask how to do things each time. That made everyday tasks and handing work over much easier.
Your project
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