Case Studies

Click here to view video content produced with videographer Aaron Shambrook.

Building an insight-led partnership strategy.

Working with an external media agency, they identified brand partnerships as a channel to increase brand awareness and increase container recovery rates.

My Role: Brand and Sponsorships Specialist and owner of Containers for Change's partnership portfolio.

What I did:

Co-developed the organisation's first partnership strategy, grounded in audience insights rather than existing relationships or ad hoc opportunities.
Used available insights to build a selection framework targeting partnership properties that over indexed in family audiences, then went to market to assess potential options against it.
This process led to partnerships with Brisbane Heat, Brisbane Firebirds/Netball Queensland, Brisbane Lions, The Ekka, the Sea World Foundation and P&Cs Association Queensland.
Owned end-to-end delivery of the multi-channel campaigns: content shoots, creating digital assets, activations and communications.
Built a reporting framework and sponsorship compliance review process to keep every partnership accountable to the original strategy.

Result:

100%+ of containers sold at Nissan Arena returned onsite through the Brisbane Firebirds/Queensland Netball partnership.
30% YoY uplift in grassroots netball club fundraising with the Brisbane Firebirds/Queensland Netball.
33% YoY increase in container recovery at The Gabba via partnership with the Brisbane Heat and Brisbane Lions.
Container recycling behaviour change messaging incorporated into twice-daily seal presentation at SeaWorld. Estimated 300k+ engaged Queenslanders in the audience annually with branding throughout park and post visit communications.
A repeatable framework that gave the organisation confidence to keep scaling its partnership portfolio.

Launching a new capability and mending relationships.

KordaMentha needed to launch a new capability, Cyber Security, with consistent positioning across Australia and New Zealand while staying aligned to each local market. The new capability sits within the Forensic service line which had an existing strained relationship with the Marketing team.

My role: Marketing lead supporting senior Cyber Security Partners and the broader team.

What I did:

Ran cross-functional workshops with senior Partners to define market positioning and understand strategic goals for the team.
Oversaw development of marketing collateral and webpage development end-to-end, briefing internal design and digital teams, ensuring consistency across assets.
Approached this project with the mindset of an account manager, using a proactive approach with consistent communication, to rebuild the relationship.

Result:

Consistent national positioning across digital and print assets for the new Cyber Security capability.
A refined, single page marketing strategy.
Fostered a close working relationship with the Cyber Security team and broader Forensic service line.

Making a state-wide brand usable and consistent for 85+ external partners.

With 380+ container refund points run by ~85 independent operators, Container Exchange needed a way to keep the Containers for Change QLD brand use consistent without centralising every design request.

My role: Brand guardian responsible for brand governance, asset management and BLT creative.

What I did:

Managed and grew the organisation's Brandfolder asset library, providing 2,000+ approved brand assets to operators. These assets were also shared with schools, community groups and fundraisers, businesses and internal staff.
Designed new assets using Canva, Adobe Illustrator and Abobe InDesign.
Partnered with Product and Customer Experience teams to develop the design for 10+ new refund point infrastructure units.
Built relationships container refund point operators by consulting them when developing new assets and providing an open line of communication for brand support.
Marketing representative on the panel reviewing new refund point applications.

Result:

Significantly increased brand compliance throughout container refund point network with easily accessible assets.
Empowered refund point operators to feel confident when using the brand.
Consistent use of brand and messaging across new container refund point infrastructure.
Built strong relationship refund point operators.
The work completed highlighted the need for a design service for small operators who needed bespoke assets. This led to designing and launching a White Label Design Service pilot, acting as account manager between refund point operators and an external design agency to deliver bespoke, on-brand assets at scale where Brandfolder assets were appropriate.

Doing more with less: building brand awareness on a modest budget.

With the Canberra office newly established in 2024 in an area historically underserviced from a marketing perspective, KordaMentha needed a way to build brand awareness among a notoriously hard-to-reach public sector audience.

My role: Local area marketing lead for Canberra office, working alongside the Canberra Office Managing Partner.

What I did:

Co-hosted a thought leadership event with Chartered Accountants Canberra on financial sustainability, featuring a panel of two KordaMentha representatives and two senior financial professionals from the federal public service.
Booked digital display advertising with The Canberra Times timed to run across the two weeks of Estimates week, to land when relevant public sector and financial audiences were most engaged. This was only the second time the firm had invested in paid digital display.
Secured an advertorial with The Canberra Times, published at the start of Estimates week, showcasing the Canberra office and its new capabilities to a targeted local audience. Click here to read.
Ran the campaign as a genuine test-and-learn on a $7,000 budget, trialling channels and different messaging variants within the digital display advertising, to find what resonated with a notoriously hard-to-reach public sector audience.
Ran LinkedIn advertising to complement the paid and editorial activity, testing it as an additional always-on channel alongside the event and display push.

Result:

Co-hosted event sold out with 120 registered and a waitlist.
Display advertising delivered 70,000+ impressions against a 50,000 target, after negotiating bonus inventory, with a 0.5% click-through rate. Well above The Canberra Times' 0.3% benchmark.
Advertorial reached 220,000+ views across Meta and The Canberra Times.
The Canberra Office Managing Partner who had no prior marketing activity to compare against was highly positive about the results, giving a clear mandate to keep building the Canberra market presence.

Relaunching a loyalty program with creativity and hands-on delivery

Cetnaj's (electrical wholesaling) customer loyalty program was in desperate need of a relaunch to reignite membership engagement.

My role: National Marketing Coordinator and sole marketing team member for the brand.

What I did:

Worked with an external agency to develop new brand, collateral and website to support the loyalty program relaunch.
Planned and delivered the launch campaign, including a Cetnaj-branded race day at the Gold Coast Turf Club, where members could redeem points for access to a private event space.
Organised the race day sponsorship and event entirely end-to-end. Including venue, branding, guest experience and on-the-day delivery.
Had limited budget so worked within existing systems that weren't purpose-built for loyalty program management, adapting processes and workarounds to track member engagement and points redemption effectively.
Partnered with store managers nationwide to build tailored local marketing strategies that supported the campaign at a store level.

Result:

21% increase in loyalty program membership within six months of the campaign launch.
Race day event sold out with 300 members and staff.
Delivered campaign despite working with non-ideal infrastructure. The growth came from strategy, creativity and execution, not a system upgrade.
Anecdotally, some customers said that the loyalty program was their key motivation for chosing to shop with the brand over others.