Marketing consultant for outdoor and tourism brands.

Most clients get in touch with a specific marketing problem. Often the real issue is something else entirely. I'll work with you to uncover the full story before looking at strategy to move forward.

I work with a small number of clients at a time, so you get me personally, focused on your business. Strategy is where I spend most of my time but I'll stay involved with execution where it makes sense.

  • Zone RV

    Zone RV invited me to Queensland to look at their marketing. What I found wasn't a marketing problem.

    A 15 model range with endless customisations was creating 30 day quote turnarounds, warranty issues and customer complaints. The product was the problem and no amount of advertising was going to fix that.

    I recommended simplifying to three models with set options, an online configurator with live pricing and instant quoting, and closing a Facebook owners group that was undermining brand trust. I built the new site with quotes feeding directly into HubSpot.

    The launch generated over $400 million in quotes in the first 6 months, record sales and 175% average order value growth overnight. Zone RV has since changed ownership and the website is still in use today, with the new owner publicly calling it the best in the caravan industry.

    Read the case study 

  • Norweld

    Norweld is one of Australia's most respected aluminium canopy and ute tray manufacturers. We've worked together for years, starting as a media partnership before moving into an eight month full-time contract embedded inside the business.

    During that time I worked across export strategy, OEM relationships and domestic campaigns. The Tub or Tray launch campaign drove record Ineos Quartermaster sales and extended from three months to six. The Norweld, INEOS Automotive and RM Williams partnership took RM Williams deep into regional WA in a Norweld equipped Ineos Quartermaster. A partnership proposal I developed resulted in Norweld securing a RAM 2500 to help grow both brands.

    I also audited and improved the full sales funnel from paid advertising through to Salesforce, reducing friction and improving conversions throughout.

  • Maxtrax

    I worked with Maxtrax from the early days through to their acquisition by Clarus Corporation, the US outdoor portfolio company behind Black Diamond, Rhino Rack and Tred.

    My role was translating complex recovery technology into editorial that a passionate 4WD audience actually trusted. Technical credibility matters in this market and you can't fake it with advertising alone. My photography was used in global campaigns.

    I also introduced Maxtrax to South African tyre deflation innovators Indeflate, a relationship that led to the Maxtrax Indeflate, now sold globally.

  • Adventure Curated

    This was my business. Built from scratch over ten years into a media and eCommerce operation promoting and selling premium outdoor brands.

    75,000 Facebook followers, 35,000 on Instagram, 20,000 email subscribers, over 80,000 monthly website visitors. A ROAS of 10 on Meta and Google. Fully automated Shopify fulfilment through a third party logistics partner.

    The audience trusted the editorial because it was honest and that trust is what made it commercially valuable to brand partners. The two things reinforced each other rather than competing.

    I know what it's like to build something from nothing, the relentless pressure on margins, and that marketing only matters if it drives profit. That's why I treat my clients' businesses as my own and make sure the strategy and foundations are right before anything else.

  • Also worked with

    ARB 4x4, Redarc, GME, Safari 4x4, Redsands Campers, iKamper, Campers Pantry and Airbag Man.

I'm based in Perth, Western Australia and work with clients nationally and internationally on a project or retainer basis.

  • Marketing Insights

    Thinking from a decade working with outdoor and tourism brands. Strategy, case studies and how to stay human in a world where AI is changing everything.

    Read insights