Marketing Strategy & Results
Data-Driven Marketing with Measurable Impact
I specialise in translating analytics into actionable marketing strategies that drive business growth. My approach combines competitive analysis, customer insights, and performance data to optimise channel investment and improve campaign effectiveness across digital platforms.
Strategic Campaign Analysis & Budget Optimisation
Challenge: Evaluate multi-channel advertising performance to inform strategic budget allocation decisions.
Approach: Conducted comprehensive analysis comparing cost-per-acquisition metrics across traditional and digital advertising channels, examining attribution data and campaign performance over multiple months.
Impact: Developed strategic recommendations demonstrating significant cost efficiency differences between channels, providing leadership with data-backed insights to inform future marketing investment decisions.
Key Skills: Multi-channel attribution analysis, campaign performance evaluation, ROI analysis, strategic planning
Editorial Content Creation & Travel Writing
Challenge: Create engaging, informative travel content for NZ Herald's national readership that balanced personal storytelling with practical travel information while capturing the authentic culture and atmosphere of the destination.
Approach: Conducted on-location research through familiarisation trips, interviewing local tour operators and guides to gather authentic perspectives and cultural insights. Developed narrative-driven content using first-person storytelling techniques combined with descriptive writing to transport readers to the destination. Integrated practical travel information (accommodation reviews, activity details, costs) within the engaging narrative structure. Captured original photography to complement written content and enhance visual storytelling.
Impact: Published travel feature in NZ Herald Travel section (national reach of 500,000+ readers weekly). Article showcased ability to create destination content that informed and inspired readers while maintaining authentic voice and cultural sensitivity. Demonstrated versatility in content creation across editorial writing, photography, and practical travel journalism. Content remains published and accessible online, continuing to drive destination awareness and reader engagement.
Key Skills: Editorial content creation, travel writing, narrative storytelling, on-location research, digital photography, SEO-optimised content structure, editorial standards compliance.
AI Search Visibility & Content Strategy
Challenge: Improve organic search presence in an increasingly AI-powered search landscape for a multi-brand commercial vehicle rental company.
Approach: Conducted an audit of existing website content and structure, then implemented targeted SEO/AEO optimisation including new content creation, structural navigation improvements, and strategic on-page updates across both brand sites. Tracked progress using Semrush AI visibility reporting.
Impact: Achieved significant visibility gains across both brands within one month, growing Bargain Rental Cars from 14 to 27 and Hireace from 15 to 28 (Semrush score out of 100), closing the gap toward the global average of 33-35 and establishing an upward growth trajectory.
Key Skills: AEO/SEO optimisation, AI search strategy, content creation, website optimisation, performance tracking.
Email Marketing Strategy & Audience Segmentation
Challenge: Optimise email marketing performance across multiple customer segments and brands with varying engagement patterns.
Approach: Conducted detailed analysis of campaign performance across Active, Warm, and Lapsed customer segments for two distinct brands. Identified critical patterns in deliverability rates and engagement metrics that required different strategic approaches.
Impact: Developed data-informed segmentation strategy that addressed distinct B2B commercial and B2C DIY customer needs, creating foundation for improved targeting and personalisation.
Key Skills: Email marketing strategy, audience segmentation, campaign analysis, CRM platform management (Brevo), data analysis
Customer Loyalty Programme Launch
Challenge: Launch a third-party rewards programme across a nationwide network within tight timeframes.
Approach: Managed end-to-end campaign delivery including EDM design and copywriting, point-of-sale marketing materials, and coordination with 16 branch locations for successful rollout.
Impact: Successfully launched programme on schedule with complete branch adoption, creating new customer engagement channel and competitive advantage.
Key Skills: Project management, cross-functional coordination, multi-channel campaign execution, copywriting, design
Strategic Brand Marketing & Fundraising Growth
Challenge: Support organisation's transition to registered charity status through strategic marketing and brand development.
Approach: Developed comprehensive marketing strategy including new brand identity, multi-page website with donation functionality, and integrated digital campaigns.
Impact: Successfully supported charity transition, increased brand awareness, secured corporate sponsorships, and grew donor base through strategic branding and targeted outreach.
E-Commerce Growth & Social Media Strategy
Challenge: Launch e-commerce brand and build audience from zero in competitive parenting/children's retail space.
Approach: Developed complete business strategy including brand positioning, multi-channel marketing campaigns, influencer partnerships, and user-generated content strategy.
Impact: Grew combined social media following from 0 to 8,492 followers in under 18 months through data-driven content strategy and strategic influencer partnerships.