The Scoping: Diagnosed the need to move from ‘technical problem solving’ to ‘human empowerment’. Evolved a 6-week brief into an 8-month fractional leadership role.

The Thinking: Co-created the ‘Make it happen’ platform - a powerful, versatile veheicle that created momentum and unity across marketing touch-points and the wider company.

The Doing: Built a cross-functional ‘Brand Unit’ and delivered an impactful 3-phase global campaign, setting the foundation for the team to thrive long after my tenure.

The details:

• Role. My initial brief was to run a 6 week campaign. By creating momentum around the opportunity and challenge of brand building, this evolved into an 8 month fractional role, reporting into the brand director.

• Stakeholder engagement. As their first brand marketing campaign, I was brought in to develop the path forward; manage and engage business leaders through the journey; set the team up for success beyond my tenure.

• Strategy. In a category where technical advantage is short lived, brand can be a source of growth and resilience. My vision was to develop a campaign that cut above the noise and focused on what matters: the customers, their dreams, and empowerment. Bringing together a group of internal and external collaborators, I lead the co-creation of a powerful, versatile creative platform that rallied the business. 'Make it happen' is a simple, intuitive expression of their 'why' that speaks powerfully to the emotional benefits customers want. It’s an anchor that supported the effectiveness of brand and acquisition marketing. The platform has high levels of ownership and engagement internally and has been integrated into long term brand messaging and visual identity.

• Delivery. I delivered their first brand marketing campaign across a 6-month and 3 phases that set a solid foundation for further brand building. We established and measured success against business-critical KPIs. In collaboration with a creative agency, developed a visual direction that was both consistent and stretched the brand’s messaging and visual identity. And developed wealth of effective brand marketing assets across formats (static, video, OOH, social media, content, PR).

• Operational enablement. I drove the selection and management of a creative agency. I built and managed a cross-functional internal and external team - including producers, designers, videographers, web designers, performance marketers - that enabled us to plan, produce, launch, measure, learn and adapt continuously over 6 months. I set the foundation (in terms of capability, strategy & plan) for this newly established brand marketing unit to thrive past my tenure.