credentials

..and how we helped them think beyond. 

Market Growth - Value

$40M in growth over 2 years, achieving 38% value share of the total market, while continually increasing profit margins, in a depressed market, against aggressive competitor activity – by completely revising brand and product portfolio.

Strategy design and activation open new market segments and grow department turnerover by 160%.

40% growth in market (value) share by in less than five years, consistent double-digit business growth year on year – through the development of integrated marketing engagement strategies.

Exceeding financial targets by 570% within the first six months of operation.

 6% EBIT growth in three years – the highest in history for the business and the most profitable business in the category for the group globally.

Develop a post-engagement approach to enable a client to achieve greater ownership of their client’s digital spends and reduced churn – “showing transformational outcomes in the first month of implementation.”

Strategy and campaigns to lift profit across stores by 5 – 8% against same period the previous year.

Strategy design + implementation to achieve 160% growth [volume and value] over two years window.

Development of retail/community campaigns that raised over $1,000,000 for not for profit organisation, whilst communicating key health messages to millions of shoppers and increasing sales for partner brand.

Improved new product development and distribution processes growing turnover by near 300% across 48 months.

Game Changing Strategies

Creation of an insight driven branded asset and associated strategy estimated to save $3.4B and winning national acclaim for the most effective and significant contribution to improving the financial literacy of Australians.

Creation of new brand and go-to-market strategy which exceeded the company’s financial targets by 570% within the first six months of operation.

80% increase in brand interaction within the first six weeks of the campaign activation

Strategy design + implementation to achieve 160% growth [volume and value] over two years window.

Assisting a company achieve +$4M growth pa through better utilisation of its brand portfolio and allocation of resources across it.  Reducing wastage on time, resources and funds, while increasing penetration through greater brand clarity.

Redressing faltering market share, moving to leading position (from 32% to 38% by value and 32% to 34% by volume) in less than three years.  Simultaneously increasing profit margin in a depressed market against aggressive competitor activity.

Develop brands and a ‘multi-sided market’ strategy for a disruptive digital platform that has seen them “change the game and the market, rapidly positioning us as a world leader in digital currency and technology”.

Driving sales & marketing simplicity through many organisations.

Strategy and campaigns to lift profit across stores by 5 – 8% against same period the previous year.

200% increase in audience engagement, exceeding all KPI’s associated with the release of the platform.

Significant Brand Shifts

Utilising distribution channels to raise unprompted brand recognition by over 80% with consumers (no budget available for conventional marcomms activities).

Orchestrated the development and roll-out of educational programs to secondary and tertiary bodies which saw the brand become a case study on most major exam papers; positively engaging a large number of future customers; and adding value to students & teachers alike.

+$4M growth pa through better utilisation of its brand portfolio and allocation of resources across it.

Creating a new brand which went “straight to the heart of what we had been talking around since forming.  It brought us alignment and clarity internally, and helped us create a very clear, powerful, and distinctive brand position that has great appeal to our clientele.  It also confronts and manages a multitude of complex issues (and politics) that surround this industry”.

Creation of an insight driven branded asset and associated strategy estimated to save $3.4B and winning national acclaim for the most effective and significant contribution to improving the financial literacy of Australians.

Reducing wastage on time, resources and funds, while increasing penetration through greater brand clarity.

Developed communication tools to significantly reduce brand-messaging errors in retailer collateral.

Repeatedly winning national Canstar Awards for “Australia’s Most Trusted Brand” for several brands in various product categories as a result of a brand repositioning and revitalisation initiatives.

Development and release of new brand, exceeding all growth targets and achieved 5% of total market share within 3 months of launch.

Creation of new brand and go-to-market strategy which exceeded the company’s financial targets by 570% within the first six months of operation.

80% increase in brand interaction within the first six weeks of the campaign activation.

Orchestrating successful brand specific interactive engagement activities for a floundering brand increasing ‘brand respect’ by upwards of 70% in twelve months.

Revitalise brand portfolio to halt declining market share and move to leading position (from 32% to 38% by value and 32% to 34% by volume) in less than three years.  Simultaneously increasing profit margin in a depressed market against aggressive competitor activity.

Develop brands and a ‘multi-sided market’ strategy for a disruptive digital platform that has seen them “change the game and the market, rapidly positioning us as a world leader in digital currency and technology”.

Driving sales & marketing simplicity through many organisations.

Strategy and campaigns to lift profit across stores by 5 – 8% against same period the previous year.

200% increase in audience engagement, exceeding all KPI’s associated with the release of the platform.

Creation of a complete retail brand identity, strategy and collateral from scratch to launch in less than six weeks – achieving profitability within seven months.

Other Plays of Note

The development of integrated marketing engagement strategies which doubled business growth year-on-year and increased market (value) share by 40% in less than five years.

Develop brands and a ‘multi-sided market’ strategy for disruptive digital platform that has seen them “change the game and the market, rapidly positioning us as a world leader in digital currency and technology”.

Mentoring senior management and their sales & marketing personnel on better utilisation of their brands and go-to-market approaches.  Helping them “understand our brands, and their real value. Creating a structure to bring business clarity, efficiency and profitability across our global markets. Now and for many years to come.”

Creating a proprietary brand development process which “in every case the process has taken us somewhere we did not anticipate, with outcomes far stronger, and more distinctive, honest and appealing than we even thought possible.”

Growing category EBIT by 6% in three years – the highest in history for the business and the most profitable business in category for the group globally.

Driving an intensive program to ensure substantial, consumer centric, product differentiation was achieved between the brands, cumulating in the launch of three completely new ranges (+500 SKUs) during the year, growing share across the board (winning International Design and Sustainability Awards).

New market research and penetration strategy to increase turnover by $2M.

Facilitating workshops to achieve internal alignment and agreement – galvanising the support of a large business and senior management behind the activities of a small marketing team.

Creating “a brand for a disruptive space that placed us in front of every other brand in the niche market and achieved much stronger awareness, trust and appeal with a much larger, previously unobtainable, consumer market.”

Creation of customer centric strategies and collateral adopted by business units across the world.

Targeting competitor gaps to repeatedly launch new products into SEA market that increased overall market share without harming sales of existing offering.

Utilising distribution channels to raise unprompted brand recognition by over 80% with consumers (no budget available for conventional marcomms activities).

Transformed the company’s media profile from unknown, to one that achieved millions of dollars of unpaid media coverage (averaging one article per day) across the year (950% more coverage than its closest competitor).

Using consumer insights and business acumen to unify aggressive competitors across Australian financial industry to change consumers approach to credit – ultimately achieving an estimated $3.4B saving to the nation.

Development of a distribution strategy (on and offline) which achieved double digit growth month on month for over twelve months.

Orchestrating major rebranding initiatives while successfully maintaining overall market share and growing profit margins.

Development of retail/community campaigns that raised over $1,000,000 for not for profit organisation, whilst communicating key health messages to millions of shoppers and increasing sales for partner brand.

Exceeding all KPI’s associated with a B2B communications campaign for a global online retail channel and achieving 200% increase in audience engagement.

Implementation of strategy that has been endorsed by financial institutions and consumer advocacy groups alike (traditionally fierce rivals on social issues).

Creation of education brand and strategy to reduce stress on industry resources by over 70% at a period of significant change.

Driving sales & marketing simplicity through many organisations.

Aiding an organisation develop brand stories the sales team could sell, retailers could believe and consumers could buy, in order to rapidly increase in profitability, or in other words: “a real comprehension of sales, marketing and business means that Michael has helped us crystallise the offering and value of each brand in the market and provided an approach for each to grow share and profitability.”

Tailoring a ‘lean methodology’ for a traditional product manufacture/wholesaler to achieve rapid new product development, release and sales processes that reduce the cycle by 50% and appears to be increasing quality too.

Development of new products, brand and communication strategies to win numerous industry-specific awards – in recognition of the improvements to design, profitability, promotion and growth to the industry provided by the brands.

Reviewed and revised collateral development and usage, bringing significant savings to the organisation, while ensuring the development of more powerful communication tools (being recognised as a benchmark for the company globally).

Repeatedly developing and activating strategies within budget and time allocations, to meet and often exceeding ROI expectations.