SEO
Organic search judged by the enquiries and sales it brings, with content your team can keep up.
Marketing consultant and non-executive director · Sydney
Marketing that answers to the P&L.
I help CEOs and boards decide which marketing to back, which to fix and which to stop funding. Twenty years running revenue functions at Deloitte, TSA Riley and my own agency, with the working shown.
Neto · indexed, before = 100Lower cost is favourable
Neto. Organic traffic +36%, cost per click −50%, cost per acquisition −50%. Indexed, before = 100. Client result; period not shown.
Selected results
TSA Riley · 2020–20241000people at the firm, almost four times its size four years earlier.RoleLed the 30-person marketing, bids and business development function and the rebrand.Firm-wide result, not attributed to marketing alone.
Neto · eCommerce software−50%cost per acquisition, with cost per click also halved and organic traffic up 36%.RoleBuilt and delivered the marketing strategy.Client result.
Superannuation fund$30Min savings from a customer-centric retention process.RoleCreated the retention process.Client result from my own records. Client name withheld.
How I work
Every recommendation ends in a decision.
Audits that end in a list of observations leave you where you started. Mine end in one of four verdicts, each with the reason beside it, so your team can check the working and disagree with it if the numbers say otherwise.
- BackBack. Working and under-funded. Put more behind it.
- FixFix. Worth keeping, but something specific is holding it back.
- TestTest. Promising and unproven. Run a bounded trial before committing.
- StopStop. Costs more than it returns, or no one can show that it returns anything.
Services
Where I can help
Most businesses arrive with one problem: traffic, leads, conversion, or a brand that no longer fits. I start with the numbers behind it and work in whichever of these areas will move them.
Paid Media
Google, Meta and LinkedIn spend that is tested before it is scaled, and moved to whatever returns.
Analytics
Tracking you can trust, attribution you can defend and reporting a board can read in two minutes.
CRM
Customer data and automation that keep clients longer and shorten the path from enquiry to sale.
Strategy
Positioning, go-to-market and marketing plans that say where growth will come from and what it costs.
Branding
Value propositions and identities your own people can explain and your customers remember.
Case studies
Situation, decision, result, limits
Each case says what was decided, what happened, and what the result does not prove.
TSA Riley: a rebrand during rapid growth
Almost 4x growth to 1000 people in four years
Led the 30-person global marketing, bids and business development function through the move from TSA Management to TSA Riley.
Neto: positioning built on the client’s own data
Cost per acquisition down 50%
Positioned an Australian eCommerce platform with benchmarks from its own anonymised data, then built content and acquisition around it.
Table of Plenty: letting the ads do the research
Kept on shelf at Woolworths
A snack facing delisting, no research budget and a tight deadline. Paid social tests found the audience in four weeks.
Board and NED work
Growth judgement at the board table
I bring customer, digital and growth judgement to boards, from twenty years of carrying revenue targets, owning P&Ls and running businesses of my own. I ask the question about the marketing numbers that nobody else in the room is placed to ask.
Bring your last quarter’s numbers.
We’ll work out what’s earning its keep, what’s stuck and what to stop funding.