Portfolio

Challenge

• A substantial addressable market across dating, relationships, corporate and mental health communication, with critical intelligence gaps and 73% user dissatisfaction in existing solutions.

Intervention

• Led brand, product marketing and customer experience from concept to MVP (dating.wtf), creating the brand identity and all graphic design.
• Developed positioning, product language, messaging, website content, UX and interface copy, customer journeys and the onboarding experience.
• Designed and built successive product websites herself in Hostinger, Wix and Webflow; later managed customer and lead activity in Outseta CRM.
• Led customer research and market validation, translating behavioural-science concepts into customer-facing product language.

Outcomes

• Functioning MVP launched with beta user validation and market testing.
• Complete brand and product-language system developed from concept to market-ready platform.
• Clear go-to-market strategy defined, applying Founder University methods in customer discovery, product-market fit, market sizing and investor communication.

Challenge

• High-stakes communications across a $2B development program spanning multiple political, industry and community stakeholders.

Intervention

• Designed stakeholder engagement frameworks grounded in data.
• Delivered strategic marketing campaigns across institutional channels.
• Navigated and de-escalated politically sensitive communications.

Outcomes

• Strengthened institutional reputation through trust-building campaigns.
• Enabled cross-sector collaboration under complex governance requirements.

Challenge

• A rapidly scaling service provider with an unclear value proposition and fragmented online presence, needing a 60+ page website without interrupting business as usual.

Intervention

• Ran user interviews and clarity audits to define real pain points.
• Developed a messaging architecture across every service line.
• Rewrote jargon-heavy content into conversion-focused UX copy.

Outcomes

• Reduced sales-call duration by 20% by clarifying the service proposition, enabling faster deal closure.
• Enabled scalable marketing aligned with sales enablement needs.

Challenge

• 300+ collateral pieces confusing customers and support teams, multiple inconsistent technical documentation formats, and a disjointed information architecture limiting growth.

Intervention

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

Outcomes

• Reduced customer confusion and technical support calls.
• Improved onboarding efficiency and customer satisfaction.

Challenge

• Integrating two of the group's three acquisitions within Trafalgar Safety, with 60+ similar pallet variations, a limited e-commerce interface and no unified product positioning.

Intervention

• Ran a content audit to identify genuine differentiators.
• Streamlined navigation down to four customisable core products.
• Built interactive product pages with configuration dropdowns.
• Unified brand identity across the acquired businesses.

Outcomes

• Enhanced user control through product customisation.
• Clear, consistent brand presence across acquisitions.

Challenge

• Limited event capacity and budget alongside growing demands for brand awareness, student recruitment and stakeholder engagement.

Intervention

• Connected SME demand for timely R&D, government innovation funding, student retention and university Advancement revenue into one operating model.
• Convened SMEs and academics to co-design the programme, then led approvals through the Faculty Dean, Legal and Advancement.
• Established sponsorship, IP and student agreements, embedding real SME R&D briefs into assessed coursework.
• Replaced manual enrolment data entry with a digital process, reducing administration by 80% while more than doubling event capacity.
• Aligned programs for multi-use of staffing, venues and catering within the existing budget.
• Delivered immersive experiences including VR demonstrations, robotics showcases, solar car projects and women in STEM initiatives.

Outcomes

• Led the SME-sponsored innovation program, connecting more than 300 students with SMEs and government grant programs and generating approximately $50,000.
• Gave each participating SME more than 20 student-generated solutions per challenge.
• Student evaluations were significantly stronger, with very few, if any, subsequent transfers after placement in the cohort's third-last semester.
• Evaluated success through student, SME and academic satisfaction surveys; additional academics requested participation in later semesters.
• Delivered a recruitment campaign lifting UAC preferences for an at-risk program by 30%, and created a sustainable pipeline of innovation partnerships.

Challenge

• Low enrolment volume and limited recognition across the university and its feeder schools.

Intervention

• Rebuilt recruitment positioning and messaging across schools, faculties and internal stakeholders.
• Designed and ran a targeted recruitment and conversion campaign across the enrolment funnel.

Outcomes

• Established the program as a recognised pathway across its target audience.