Sage

Problem: Sage operated as separate brands across the globe with disparate branding and media spends. Meanwhile key competitors were outpacing them with a master brand strategy.

Solve: Align the Sage brand across all home markets. Managing a $30 million budget, I led the team that engaged and delivered a coherent brand platform across all these markets, across all paid, owned and earned channels at their disposal.

Impact: Within a 8 month period a 13% increase in unprompted awareness was recorded, averaged across all markets

Problem: When Cisco needed to deliver a new product to market we went right back to the audience to help understand what the current friction points were in Cisco’s products. 

Solve: Behavioural based segmentation was adopted and digital experiences were mapped, research conducted and adoption streams aligned to Swimmer, Wader or Diver behavioural attributes. Product sampling, selling packs, channel enablement packs were created reflecting audience persona’s needs

Impact: 54% YoY growth in revenue for this new capability

Problem: With trial of AI high, but operationalisation of it low IBM needed to breakthrough the hype and position their product distinctly in order to drive pipeline in a highly fragmented AI solutions landscape. 

Solve: Recognise that AI adoption is a very human problem. By leaning into it’s heritage IBM was able to borrow from it's brand equity in technology and focus on helping the people behind AI find the right path for them - rather than proving IBM's technical chops. 

Impact: ROI was achieved within phase 1 of the program of work and event attendance levels were up at 90%.

Problem: McDonalds in the UK perceived a threat as people started to move towards more healthy food, to meet this trend they introduced a range of healthier sandwiches and salads.

My role: I coordinated the national roll out of the POS materials, from requirements gathering, budgeting, concepting and creation of master artworks.

Impact: On time delivery and steady uptake of new healthy products (it was never going to displace the Big Mac)

Problem: Deliver a predictable volume of inbound traffic for BT Broadband to meet targets. 

Solve: Data Analytics driven operational decision making, paired with predictive analytics and robust A/B testing to ensure campaign spend rates matched business needs. 

Impact: All SLAs met within a tolerance of 3% of forecast. 

Problem: Averaged out across the nation, current government budgets allow for $2 to be spent on each citizen for the prevention and treatment of mental health issues. We tasked  ourselves to find a better way to identify problem areas.

Solve: Analysing many possible signals we identified 3 highly correlated categories from existing government data.

Impact: No real world impact other than a Distinction for my group and I at UNSW.