About Ash

I’m a Sydney-Based Freelance Brand Strategy Director with over a decade of experience both in global branding agencies and in-house. Today, I specialise in helping ethical brands stand out and make an impact.

A FEW OF THE CLIENTS I’VE HAD THE PLEASURE TO WORK WITH INCLUDE

•

Australian Open

•

Verve

•

Sydney Fish Market

•

ING Direct

•

AMP Capital

•

Westfield

• Australian Open • Verve • Sydney Fish Market • ING Direct • AMP Capital • Westfield

TELL ME MORE

I count myself lucky to have had the opportunity to define the direction of some of Australia’s most iconic brands through to disruptive startups.

Whether it’s rebranding the Australian Open, transforming the iconic Sydney Fish Market, through to launching a feminist ethical investing startup – no matter what the challenge, I’m for coming up with brand strategies that people love, partnering with clients and having a laugh while I’m at it. 

A FEW THINGS I'VE BEEN WORKING ON

Imagined the future of a 6-star luxury eco resort on an uninhabited island from scratch / Defined the direction of a First Nations Consulting and Media business designed to Unsettle Australia / Designed the brand strategy and managed the launch of an ethical investing startup / Repositioned the iconic Sydney Fish Market / Renamed an infamous cheese, you’ll know the one / Turned an entire Australian state into one focused on regeneration / See more

SERVICES

Here are a selection of the services I offer:

Brand strategy, visioning, positioning and propositions

Messaging, naming and tone of voice

Brand architecture

Comms and content strategy

Workshop design and facilitation

The list goes on…. Contact me to find out more

YOU MENTIONED OVER A DECADE OF EXPERIENCE, WHERE HAVE YOU WORKED?

Here’s a quick summary of my experience beyond being a freelancer.

  • I held a hybrid role: Senior Brand Strategist and Acting CMO. I was responsible for developing the brand strategy, messaging and launching ethical investing start-up Verve Money as well as the ongoing brand management and repositioning of Verve Super.

  • Spent over 2 years in leading brand agency Interbrand, doing everything from launching a consumer insights offer across DDB group, leading the analysis of “Breakthrough Brands” reports or rebranding some of the most iconic global brands.

  • Spent the best part of half a decade as the strategic lead for a wide range of projects across Australia - from proposal right through to strategy development and implementation.

  • Responsible for the end-to-end strategic development of global and EMEA-wide projects for this digital and content strategic agency.

  • Reported to the Founder/Head of Planning and Strategy, I was the Strategist for all B2B accounts within Europe, creating brand strategies, marketing and comms strategies, through to tactical plans.

  • Supported the Head of Brand Strategy to develop, implement, deliver and manage rebranding and repositioning strategies. Including an exclusive private school in Saudi Arabia.

  • Head of the Marketing Department at Maximus International, a leading boutique business consultancy. Returned many years later to create the brand strategy for the business and reposition to a premium transformational leadership experience.

Have you always worked on ethical brands?

It’s important to note that my speciality (and passion) today is in creating brand strategies for ethical businesses. I’ve worked on organisations across almost every category and scale over my career, and some of those haven’t been so ethical. Today, I see this as a huge advantage for the businesses I work with. I have a deep understanding what brands are up against when they’re trying to make a big impact.

CLIENTS I’VE WORKED ON INCLUDE:

Sports

Australian Open
Women’s Tennis Association

Destinations

Tourism and Events Queensland
Sydney Fish Market
Glenn Piper Portfolio

Hotels, Hospitality and Entertainment

Event Cinemas
Crystalbrook Collection
Marriott Hotels
BCC Cinemas
Crown Resorts
The Lott

Financial Services

Verve (Super & Money)
ING Direct
AMP Capital
People’s Choice Credit Union
Allianz
Livingbridge Private Equity
Flexigroup
Latitude

FMCG

Coles
Pernod Ricard (Jacobs Creek)
Nestle
Arnotts
Uncle Tobys
7-Eleven
Coca-Cola
Frozen (Coke)
Mount Franklin
Cascade
Lift
Pump
Keri Juice
Saputo
Big River

Property and Retail

Scentre Group (Westfield)
Stockland
Greenland
JLL (Jones Lang LaSalle)
Knight Frank Australia

Philanthropic Organisations

Schools Spectacular
Alina Vision
Action Aid

Professional Services & B2B

SAI Global
C.T. Freight
Ventia
Experian
Elsevier
Maximus
Executive Central

Online Platforms

Facebook
IndigenousX
AgriWebb
Elastera
Anvil
Verve Money App

Education

Dar Al Fikr (Saudi Arabia)
Trium Global Executive MBA:
London School of Economics
NYU Stern
HEC Paris

Telecommunications

Telstra

  • Ash has a great understanding of what creatives need in order to be able to understand and build on her strategy. She's a great collaborative worker who is always ready to answer questions and encourage people around her. She's truly dedicated - both to her clients and to her colleagues. On top of her skills she's a right lovely person and I really enjoyed working with her.

    Founder and Creative Director, Everywhere Brand

  • Ash is a great listener, a strong collaborator and a considered thinker. I’ve worked with Ashley on many complex and fascinating B2B projects as well as on some major pitches – and Ashley’s insight-driven strategic thinking and recommendations have been spot on every time. Ash truly has the ability to get to the heart of the audiences’ needs and then ‘translate’ this into intelligent and original strategic recommendations – to great effect.

    Business Director, Considered Content

  • I have been extremely fortunate to work alongside Ash, for the past year. Her skills, knowledge and utter commitment are second to none, she has been a terrific asset to Base One and a key player in winning new business and the successful continual management of highly complex projects for the agency and our valued clients who have also been highly impressed with her integrity, drive and passion. She has endless energy, a great sense of humour and is always collaborative and a positive driving force.

    New Business Director, Base One

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