A closer look at three campaigns that show the range of the practice. From building a marketing function from zero for a 70-person real estate agency, to a viral Super Bowl campaign with 10M+ organic views, to a hyper-local community that fills events without spending a dollar on paid.
When I joined Austar Realty, there was no marketing function. No strategy, no guidelines, no structure. A 70-person, 4-office agency that needed to grow with no clear path to get there.
I built it from the ground up. Brand guidelines, a team of 5, a full operation that could service lead generation, agent recruitment, and brand awareness across all four offices. We launched a podcast, a nationwide marketing newsletter, and activated a high-profile partnership with the All Blacks. The campaign ran nationally and significantly elevated the brand's presence in a competitive market.
Across digital, print, and OOH, we drove 300% organic growth. Just as importantly, we built a marketing function that could sustain it after I handed it over.
Royal Family is one of the most decorated dance crews in the world. They needed marketing that matched the global ambition. They needed it to actually drive ticket sales, partnership interest, and brand attention at scale.
I led the marketing function: a viral Super Bowl-tied campaign that reached over 10 million organic views, cross-promotional strategy across artists and brands, and the marketing systems that supported a sold-out international tour.
The campaign caught Nike's attention, and we secured a partnership that put the crew in front of audiences they deserved. Every piece of social content, UI/UX, and creative was produced in-house, on-brand, and built to travel globally.
Hyper-local events live or die on community trust. No paid budget closes that gap. You have to build a real audience the slow way, and the marketing has to feel like it belongs to the place.
I built a deeply engaged audience from scratch for Beautification Trust. Fully organic, on TikTok, Instagram, and email. The result: sold-out activations, lines out the door, and a 55% email open rate with 12% CTR on campaigns that drove physical foot traffic.
I also coordinated national PR alongside Auckland Council, launched the org's TikTok presence, and led a full website redesign. The marketing infrastructure that lets a small team punch well above its weight.
If your project lives anywhere on this spectrum, global brand or hyper-local community, I'd love to hear about it.
Start a Project