Zone RV came to me as a media client before the CEO invited me to Queensland to advise on their marketing. What I found was bigger than a marketing problem.
A 15 caravan range with endless customisations was creating 30 day quote turnarounds, warranty issues and customer complaints that made the brand difficult to market. The product needed fixing before the marketing could work.
I recommended simplifying to three models with set options, building an online configurator with live pricing, live weights and instant quoting, and closing a Facebook owners group that was undermining brand trust. I worked with my developer to build the new site with quotes fed directly into HubSpot CRM.
The launch campaign generated over $400 million in quotes and 175% average order value growth in the first few months. Zone RV subsequently changed ownership but the website remains in use today, with the new owner publicly citing it as the best in the caravan industry.
Norweld is one of Australia's most respected aluminium canopy and ute tray manufacturers and one of my longest standing client relationships. As a media partner I produced content across gear reviews, build features and adventure stories, travelled together to Cape York and exhibited at Overland Expo in the United States.
More recently I completed an eight month full-time contract working alongside the Norweld team on marketing strategy, covering export potential, business model opportunities and OEM relationships.
During this time I contributed to the Norweld, Ineos and RM Williams partnership campaign, which took RM Williams deep into the Western Australian heartland in a Norweld equipped Ineos Quartermaster. I planned the campaign launch for the 'Tub or Tray' campaign which drove record Quartermaster ute sales and was extended from three to six months, delivering Ineos's strongest sales result in that category.
I also developed strategy for the V8 Toyota 79 Series end of manufacture transition, and a partnership proposal for Ram Australia resulted in Norweld Perth securing a brand new Ram 2500 for marketing and demonstration. Rounding out the contract, I audited and improved the full sales funnel from paid advertising through to Salesforce integration and page speed, contributing to reduced friction and improved conversions.
MAXTRAX
I worked with Maxtrax alongside the founder and head of operations from the brand's early days through to the acquisition by Clarus Corporation, the US-listed outdoor portfolio company behind Black Diamond and Australian brands Rhino Rack and Tred.
Over the years I helped test and provide feedback on pre-release products, translating complex recovery technology into simple, compelling editorial that educated and built genuine confidence in a passionate 4WD audience. My photography was used in global campaigns.
I also connected Maxtrax with South African tyre deflation innovators Indeflate, a relationship that led to the Maxtrax Indeflate, now sold globally.
ADVENTURE CURATED
Built from scratch over ten years into a media and eCommerce business generating over $150,000 in a single month at peak.
The media side reached 75,000 Facebook followers, 35,000 on Instagram, 20,000 email subscribers and over 80,000 monthly website visitors. That audience became a trusted distribution channel for product launches, brand campaigns and education, helping clients reach buyers who were already engaged and ready to purchase.
The eCommerce operation ran on Shopify with fully automated order fulfilment through a third party logistics partner. Google and Meta advertising consistently delivered a ROAS of 10. Monthly email campaigns, social content and product-led editorial worked together as an integrated system rather than separate channels.
The result was a six figure monthly eCommerce business with a loyal audience, strong brand partnerships and a content model that drove commercial outcomes without compromising editorial trust.
I'm based in Perth, Western Australia and work with clients locally, nationally and internationally. If you're working on something interesting, I'd love to hear from you.
