Portfolio

Case Study: Utilising 4 P Strategy to turn around a traditional category in decline

Together with my team we utilised data, insights and a focus on brilliant basics to turn around a value brand decline from -3.7% to 18.6% growth vs YA.

Case Study: Vanish Dress for Success Partnership (2020 – 2024)

One of the proudest achievements in my career has been the identification and development of the Vanish partnership with Dress for Success. This lasting partnership is a natural synergy between two brands who aim to empower their consumers through the love and longevity of clothing.

Case Study: Advertising and ROI Easy Off Bam Trigger Campaigns

In New Zealand, opportunities to significantly impact a brand and observe the direct correlation between advertising and sales are rare due to limited budgets and availability of global creatives but the Easy Off Bam campaign was an exceptional case driving growth of 98% vs prior quarter.

Retailer Trade Shows & Expos

Transforming a typical trade show 3×3 into an interactive experience showcasing Reckitt brands under one roof was an innovative approach I took in 2023 to engage attendees and leave a lasting impression.

#ClothesLiveLonger With Vanish Purpose Campaign

It’s alarming that every year, New Zealand landfills accumulate 200,000 tonnes of textiles. This highlights the pressing need for sustainable solutions to minimise textile waste and promote recycling initiatives. Vanish stands as a pivotal solution in addressing this challenge.

** Vanish Landfill Shoot featured on Best Ads on TV in 2023 **

Case Study: Botanica by Airwick #ReBlossomNZ Purpose Campaign (2020-2023)

Breathing life into a purpose-driven brand through a transformative three-year collaboration with WWF-NZ, committed to making a lasting impact on our environment and communities.

**Winner 2022 SHOP ANZ – Non-Food Grocery Gold Retail Marketing Awards **

Advertising: Vanish Gold Crystal White with Love from your Dads

Building on the success for the past two years of Blogger campaigns this family represents a change in how we’ve currently been shooting our influencers spots to target a younger and more diverse audience where Vanish under indexes.

Advertising: Vanish Gold Pro with Leonie Barlow

This collaboration aimed to highlight the product’s efficacy in addressing the needs of modern consumers while leveraging Leonie Barlow’s influence to resonate with a broader target audience.

Advertising: Vanish Gold Crystal White with Daisy Dagg

Expanding on the triumph of our initial Blogger TVC in 2021, this iteration saw us refreshing our communications strategy by collaborating with Daisy Dagg, aiming to reach untapped consumer segments. This strategic shift was instrumental in introducing our revamped Vanish Multi Power Powders to the market with a fresh perspective and renewed enthusiasm.

Case Study: Retailer Trade Shows and Expos (2021 – 2022)

This was the first time that Reckitt had significantly invested in Trade Shows and together with my team we focused on launching NPD and showcasing a compelling environmental message: every time dishes are pre-rinsed instead of using a dishwasher, up to 40 liters of water are wasted.

Advertising Case Study: Vanish Gold Multi Power with Maria Foy

Through a compelling narrative, I engaged consumers by showcasing the unparalleled effectiveness of Vanish Gold Multi Power in removing stains, odours, and brightening colors.

Case Study: Leveraging Sponsorship to Restore Brand Confidence – Banana Boat and Ocean Swim Series

I worked closely with the Ocean Swim Series team to leverage this existing sponsorship for Banana Boat focusing on mass sampling and brand integration to restore trust in the brand following reporting of potential sunscreen efficacy issues.