Ideas begin with people.

Years of customer data, read closely enough to be useful.

• Spotted who was about to leave, and why, from how they were using their account.
• Looked after customers end to end in Salesforce.
• Turned what the data showed into reports the team could act on.
• Worked the in-market end of campaigns for the brands Telstra carries, including Apple, Samsung and Google.

Head office writes the campaign. The customer decides whether it lands.

• Ran seasonal campaigns and in-store launches.
• Kept the brand sounding like itself everywhere customers met it.
• Passed what customers said back to the merchandising team.

A real client, a real inefficiency, and a panel that had to be convinced.

• Redesigned Jabra's inventory and demo process after modelling where it leaked.
• Presented the findings to a corporate client panel.

A startup with no budget for guessing. Segment, send, measure, repeat.

• Helped more people open and read what we sent.
• Used Google Analytics to work out who we should be talking to.
• Juggled several campaigns at once and still hit every deadline.

Research that had to end in a signed client, not a slide.

• Sized up the competition so we knew how to approach a client.
• Followed enquiries through to signed clients to see which channels paid off.
• Wrote the briefs, proposals and the material clients read.