Selected marketing, brand and growth work from across my career – spanning global businesses, challenger brands and ambitious growing companies.
The case studies below show how marketing strategy, brand positioning, go-to-market thinking and creative execution have been used to solve commercial problems and deliver measurable results.
The work includes projects led by me in senior client-side and agency roles, as well as consulting engagements. It reflects the experience I now bring to clients through Elevate Growth Solutions.
Selected case studies
tastytrade – Building a challenger brand for growth
A sharper positioning and challenger strategy helped the US trading brand stand apart in a crowded brokerage market, contributing to 23% revenue growth and increased brand awareness and consideration.
Relevant expertise: Brand Strategy & Positioning
IG – Creating a unified global brand
A global brand transformation brought greater clarity and consistency across 17 markets, helping strengthen awareness and consideration during a period in which group revenue grew to more than £1 billion.
Relevant expertise: Fractional CMO & Marketing Director | Brand Strategy & Positioning
Nesquik – Rejuvenating an iconic brand
A new brand strategy repositioned Nesquik for modern, digital-first families and helped reverse the brand’s year-on-year sales decline across global markets.
Relevant expertise: Brand Strategy & Positioning | Go-to-Market Strategy
PPS – Turning a distinctive business model into a growth advantage
Repositioning mutuality as a compelling reason to choose PPS helped increase leads by 122%, new risk policies by 266% and awareness of its unique model threefold.
Relevant expertise: Brand Strategy & Positioning | Marketing Strategy Consulting
FNB – Breaking customer inertia in banking
A marketing strategy built around perceived value rather than price helped persuade customers to switch banks, generating 1.74 million new accounts and contributing to 5% market-share growth.
Relevant expertise: Marketing Strategy Consulting
Telkom – Rebuilding trust and reigniting growth
A major repositioning helped restore relevance to a declining telecoms brand, contributing to 16% broadband growth, 52% growth in mobile connections and a significant recovery in brand consideration.
Relevant expertise: Go-to-Market Strategy | Brand Strategy & Positioning
Finish – Growing the market to grow the brand
When category growth became the constraint, the strategy shifted to growing dishwasher ownership itself – helping drive a 25% revenue increase and 625-basis-point market-share gain.
Relevant expertise: Marketing Strategy Consulting
What could better marketing unlock for your business?
Every engagement starts with the business challenge. If you need stronger marketing leadership, a clearer strategy, a sharper brand or a better route to market, let’s talk about where you are and where you want to get to.