Portfolio Showcase

WSABE Excellence in Marketing Award

What they said:

"The Marketing Excellence Award is fiercely contested, but seeing a first-time winner like you is truly refreshing! Your exceptional performance blows past industry standards. Congratulations on breaking the mold!"

- Award Presenter WSABE 2021

Simplifying the Customer Journey: Award-Winning Results

The Organic Metrics:

• Website Traffic up 300%

• Social Media up 395%

• Email Opens up 269%

• Email Clicks up 258%

Left Photo (from left): Trafalgar Group Team - Jessie Jiang - Financial Controller, Alex Varnish - Commercial Manager, John Henry -National Technical Manager (holding Excellence in Innovation Award), Chris Todd - Director of Innovation, Rebecca Marlor - Group Marketing Manager (Excellence in Marketing Award), Brett Kingham - Production Management Consultant, Dayle Beasley - Marketing Coordinator, Warren Cooke Procurement and Logistics Manager. Absent: Raphael Gonalves - Graphic and Visual Designer

Rebranding and Website Development for Provider+

Challenge

• Clarified a confusing service offering for internal & external audiences.

• New website (over 60 pages) within 4 months, while managing ongoing business operations (BAU).

Solution

• User research informed clear website copy and structure.

• Streamlined website content to eliminate jargon and ensure clarity for potential customers.

Results

• Increased understanding, reduced call times and increased deal closures.

From Confusion to Convenience: Transforming the Customer Journey for Trafalgar Fire

Challenge

Trafalgar Fire, a fire protection leader, aimed for growth via rebranding. However, I identified a scalability issue:

• 300+ Materials: Modifying logos across a massive library would be time-consuming and resource-intensive.

• Inconsistent Information: More importantly, the rebrand wouldn't address scattered and inconsistent product information across:
  Marketing materials - confusing customers.
  Technical documents (3-4 per product) - creating lengthy, frustrating onboarding for new technical staff, potentially hindering customer service.

A visual refresh wouldn't solve the information architecture challenges crucial for growth.

Solution

I spearheaded a customer-centric marketing transformation, delivering a game-changing solution:

• Centralized Knowledge Hub: Created a user-friendly hub for all resources on the website (https://tfire.com.au/).

• Standardized Manuals & Videos: Consolidated and reformatted existing materials (300+) for clarity and ease of use, including interactive installation videos (https://tfire.com.au/Trafalgar-TV). A standardized technical manual became the single source of truth for each product.

• Mobile-First Focus: Optimized everything for smartphones and tablets (78% of website traffic).

• QR Code Integration: Linked product packaging directly to relevant resources on phones.

Results

• Effortless Access: Customers found information quickly.

• Empowered Users: Clear resources fostered independent information retrieval.

• Growth Potential: Streamlined access potentially allows them to handle a larger customer base (300% website traffic increase). Customer engagement soared with 300 QR code scans per month from launch.

• Improved Onboarding: Standardized manuals reduced onboarding time for new technical staff.

• Positive Perception: Enhanced customer satisfaction and retention due to ease of use and clarity.

Marketing Team Roles
Group Marketing Manager: Rebecca Marlor
Graphic Designer: Raphael Goncalves
Marketing Coordinators and Video Production: Taylor Pope and Dayle Beasley

Trafalgar Safety: Website Pivot Amidst Merger

Challenge

• Integrate two new acquisitions – each with distinct offerings, into the launching rebrabnd and website.

• The biggest hurdle? One acquisition offered over 60 pallet variations, so similar that customers struggled to differentiate them. Woocommerce's default interface and template limited customer navigation, creating a confusing "sea of pallets."

Solution

Customer-centric process:

• Content Audit: I delved into the product details, identifying key differentiators between the 60+ pallet variations.

• Streamlined Navigation: I consolidated them into just 4 key products we could sell as customizable.

• Customizable Product Pages: we designed dedicated product pages with interactive dropdown menus which allowed users to navigate options and "custom design" their ideal pallet solution.

Results

• Enhanced User Experience: Customers can now easily navigate and differentiate pallets, fostering a sense of control and customization.

• Increased Engagement: The redesigned website promotes deeper engagement with product offerings, directly leading to a multi-million dollar government contract.

• Cohesive Brand Identity: The website effectively reflects the Trafalgar Safety brand across all acquired companies.

Bringing Brands to Life: Designing Engaging Experiences

As an Engagement Program Manager, I understand the power of experiential marketing. I've designed, developed, and managed successful programs that go beyond traditional marketing, allowing customers and prospects to truly experience the brand. Through digital transformation I increased event load from 52 to 104 per year within the same budget.

My Diverse Portfolio:

• Innovative Experiences: VR experiences, robots, solar car, makerspaces and women in STEM! I've pushed boundaries to create unique engagement opportunities.

• Broad Audience Focus: My experience is with a wide range of audiences, including the general market, DI&E groups, Indigenous communities, and even employees.

The results? Exceeded recruitment KPIs by 300% and increased brand awareness from less than 20% of the target to over 90%, deeper customer connections, and a more engaged workforce. Here are a few photos showcasing the variety of my work.