Rebecca Marlor

Selected Work

Portfolio

Turning complex business problems into systems that grow revenue, cut cost and make organisations easier to buy from.

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Portrait of Rebecca Marlor, strategic marketing and customer experience consultant

Award-winning transformation · Trafalgar Group

Turning complex manufacturing capability into customer clarity

Across five engineering subsidiaries and three acquisitions, more than 300 pieces of inconsistent collateral made products difficult to understand and buy.

I led the group-wide brand, marketing and customer-experience transformation—creating the brand system, integrating acquisitions, rebuilding websites and product information, and directing packaging, launches, technical content and sales enablement.

Trafalgar marketing team accepting the 2021 WSABE award
Trafalgar marketing team accepting the 2021 WSABE award.
300%

Website traffic

395%

Social engagement

269%

Email open rates

258%

Email click-through

80%

Support demand reduced

30,000+

Printed pages avoided annually

240+

Customer, technical & sales assets

Winner

2021 WSABE Excellence in Marketing

“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.”

Award Presenter · WSABE 2021

Within the same group-wide transformation

Trafalgar Fire · Part of the group-wide transformation

Transforming the customer journey

Customers and support teams navigated inconsistent technical collateral to answer basic product questions.

  • Built a centralised digital hub and standardised technical manuals into a single source of truth.
  • Produced installation videos reachable by on-product QR codes.
  • Optimised the experience for mobile, where 78% of traffic sat.
300

QR scans monthly

78%

Mobile traffic served

Centralised digital hub
Standardised technical manuals
Product range and packaging

Trafalgar Safety · Part of the group-wide transformation

Configurable products after a merger

Two acquisitions merged into one catalogue where 60+ near-identical pallet variations made choosing impossible.

  • Audited content to identify genuine differentiators and unified brand identity across the acquired businesses.
  • Streamlined navigation to four customisable core products.
  • Built interactive product pages with configuration dropdowns.
60+ → 4

Variations to configurable products

Multi-million

Government contract linked to improved UX

Consolidated product range
Interactive product configurator

PEOPLE WIZARDS (AI StartUP) · CO-FOUNDER & CMO · SEATTLE, USA · 2024–2025

AI-powered communication intelligence platform

Communication tools across dating, relationships, corporate and mental health collected data but returned no usable intelligence — 73% of users were dissatisfied with existing solutions.

  • Owned brand identity, graphic design, positioning and product language from concept to MVP (dating.wtf).
  • Led customer research and market validation, designing the customer journey, onboarding and interface copy.
  • Built successive product websites in Hostinger, Wix and Webflow; later managed customer and lead activity in Outseta CRM.
  • MVP launched and validated with beta users, reaching 94% customer validation in research.
  • Go-to-market strategy defined using Founder University methods in customer discovery, product-market fit and market sizing.
Dating.wtf product demonstration

From concept to product

Input journey
Compatibility report
Brand system
Customer journey map
$120B+

Addressable market identified

94%

Customer validation

73%

Incumbent dissatisfaction addressed

  • Product Marketing
  • Brand Identity
  • Graphic Design
  • Product Language
  • Customer Research
  • Webflow
  • Go-to-Market

Provider+ · Strategic marketing & UX

Clarity through UX & website transformation

Buyers could not tell what the business actually sold, so sales teams spent calls explaining rather than closing.

  • Ran user interviews and clarity audits, then built a messaging architecture across every service line.
  • Rewrote jargon-heavy content into conversion-focused UX copy.
  • Delivered a 60+ page website in under four months without interrupting business as usual.
  • Sales-call duration reduced by 20% once the proposition was clear, enabling faster closes.
Rebuilt website and value proposition
Campaign and EDM system
20%

Shorter sales calls

60+

Pages delivered

<4 mo

Delivery, BAU uninterrupted

  • Value proposition
  • Messaging architecture
  • UX writing
  • Sales enablement

Western Sydney University · 2022–2023

Infrastructure communications & stakeholder governance

A $2B development portfolio of 19 projects needed political, industry and community stakeholders aligned before construction could move.

  • Designed data-led stakeholder engagement and governance frameworks across the portfolio.
  • Delivered strategic marketing campaigns across institutional channels.
  • Navigated and de-escalated politically sensitive communications.
  • Strengthened institutional reputation and enabled cross-sector collaboration under complex governance requirements.
Western Growth program communications
$2B

Development portfolio

19

Projects governed

4

Industry awards

  • Stakeholder governance
  • Strategic communications
  • Reputation

Senior School Administrator – Marketing and Events · School of Computing, Engineering & Mathematics, Western Sydney University · Aug 2013–Aug 2017

Innovation, events & engagement programs

Event capacity and budget were fixed while demand for brand awareness, student recruitment and industry engagement kept rising.

  • Co-designed an SME-sponsored innovation program with academics and industry, leading approvals through the Faculty Dean, Legal and Advancement and establishing sponsorship, IP and student agreements.
  • Replaced manual enrolment data entry with a digital process, cutting administration by 80% and more than doubling event capacity within the same budget.
  • Delivered immersive engagement — VR, robotics, solar car and women in STEM — plus a recruitment campaign for an at-risk program.
  • Connected 300+ students with SMEs and government grant programs, generating approximately $50,000 and 20+ student-generated solutions per SME challenge.
  • Student evaluations were significantly stronger, with very few, if any, subsequent transfers; further academics requested to join in later semesters.
Laser Wizard SME Innovation Awards
Applied STEM engagement and solar-car program
50 → 104

Annual events, same budget

80%

Administration reduced

+30%

UAC preferences, at-risk program

  • Operating systems
  • Industry partnerships
  • Events at scale
  • Recruitment

Academy Access Coordinator (Recruitment Manager) – Higher Duties Secondment · The Academy, Western Sydney University · Dec 2014–Jan 2016

Academy Access — recruitment & enrolment growth

A strong access and scholarship program was almost invisible to the schools and faculties that fed it.

  • Rebuilt recruitment positioning and messaging across schools, faculties and internal stakeholders.
  • Designed and ran a targeted recruitment and conversion campaign across the enrolment funnel.
  • Established the program as a recognised pathway across its target audience.
15 → 45

Enrolments tripled

100%

Brand recognition in target audience

300%

Recruitment conversion increase

  • Positioning
  • Funnel conversion
  • Recruitment campaign

Independent design project · Service design & AI workflow architecture

Designing an Evidence-First AI Recruitment Partner

Testing different resumes exposed how a document could distort AI's understanding of a person. The design response brings evidence governance into the recruitment journey before an application is written.

Read the case study

Synthesis

Across every case, the same four moves.

  • 01

    Diagnose the real business problem

  • 02

    Translate capability into customer value

  • 03

    Build cross-functional operating systems

  • 04

    Deliver measurable results

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