Turning brand strategy into commercial growth

As a Brand, Marketing & Communications Leader, I build brand strategy backed by the content, teams and systems to deliver it.

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From defining GTM structure to building brand systems that deliver

Across every brand initiative I've led — from global SaaS rebrands to national campaigns for some of Australia's most recognised organisations — the work has been building the systems, teams and content operations that turn direction into delivery, at a pace the business can actually sustain.

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15+ years

Building brands, campaigns and content for top-tier organisations

$500K USD

in influenced revenue from a single content initiative

129% YoY

organic pipeline growth delivered

90%

increase in membership conversion with new brand

I'm a big picture thinker who is quick to dive into deeper meaning and detail

From brand architecture to the finer points of marketing execution, I build the systems that let strategy survive contact with a real business — content engines, messaging frameworks and teams that consistently meet targets. I'm comfortable driving creative execution across all formats and coaching my team even when demands are high and deadlines tight.

Creative direction & production management

Hands-on creative leadership from concept through execution, designing and delivering complex brand systems with consistency and quality.

Content strategy, campaigns & thought-leadership

Build commerically impactuful content engines - editorial direction, production and distribution that earns media coverage and hits targets.

Cross-functional team leadership

Experience in leading teams across regions and disciplines, and working directly with executive leadership to keep strategy and delivery aligned.

Organic, social & community growth

Grow engaged audiences without paid spend, using consistency and craft rather than volume alone.

Brand strategy & positioning

Expert in repositioning brands in saturated markets with a unified narrative that holds together across every channel

Commercial accountability

Every initiative tracked back to a business outcome — pipeline, revenue, engagement — so brand work is accountable, not just admired.

Creative direction & production management

Hands-on creative leadership from concept through execution, designing and delivering complex brand systems with consistency and quality.

Cross-functional team leadership

Experience in leading teams across regions and disciplines, and working directly with executive leadership to keep strategy and delivery aligned.

Brand strategy & positioning

Expert in repositioning brands in saturated markets with a unified narrative that holds together across every channel

Content strategy, campaigns & thought-leadership

Build commerically impactuful content engines - editorial direction, production and distribution that earns media coverage and hits targets.

Organic, social & community growth

Grow engaged audiences without paid spend, using consistency and craft rather than volume alone.

Commercial accountability

Every initiative tracked back to a business outcome — pipeline, revenue, engagement — so brand work is accountable, not just admired.

Creative direction & production management

Hands-on creative leadership from concept through execution, designing and delivering complex brand systems with consistency and quality.

Content strategy, campaigns & thought-leadership

Build commerically impactuful content engines - editorial direction, production and distribution that earns media coverage and hits targets.

Cross-functional team leadership

Experience in leading teams across regions and disciplines, and working directly with executive leadership to keep strategy and delivery aligned.

Organic, social & community growth

Grow engaged audiences without paid spend, using consistency and craft rather than volume alone.

Brand strategy & positioning

Expert in repositioning brands in saturated markets with a unified narrative that holds together across every channel

Commercial accountability

Every initiative tracked back to a business outcome — pipeline, revenue, engagement — so brand work is accountable, not just admired.

See how I helped these organisations grow

A small selection of previous projects that I have been fortunate enough to lead

Business Intelligence and Financial Planning & Analysis (FP&A) platform

Global B2B SaaS brand & content transformation

Led a global rebrand and built a scalable content engine for a PE-backed B2B SaaS company, repositioning the brand in a crowded market and turning it into a measurable growth driver.

View case study

Business Intelligence and Financial Planning & Analysis (FP&A) platform

Global B2B SaaS brand & content transformation

Led a global rebrand and built a scalable content engine for a PE-backed B2B SaaS company, repositioning the brand in a crowded market and turning it into a measurable growth driver.

View case study

Business Intelligence and Financial Planning & Analysis (FP&A) platform

Global B2B SaaS brand & content transformation

Led a global rebrand and built a scalable content engine for a PE-backed B2B SaaS company, repositioning the brand in a crowded market and turning it into a measurable growth driver.

View case study

Major International event branding

Gold Coast Commonwealth Games 2018 — Look Kit

Designed the official Look Kit for the 2018 Gold Coast Commonwealth Games, applying the CG2018 brand across 18 stadiums, city precincts and every touchpoint down to the smallest decal.

View case study

Major International event branding

Gold Coast Commonwealth Games 2018 — Look Kit

Designed the official Look Kit for the 2018 Gold Coast Commonwealth Games, applying the CG2018 brand across 18 stadiums, city precincts and every touchpoint down to the smallest decal.

View case study

Major International event branding

Gold Coast Commonwealth Games 2018 — Look Kit

Designed the official Look Kit for the 2018 Gold Coast Commonwealth Games, applying the CG2018 brand across 18 stadiums, city precincts and every touchpoint down to the smallest decal.

View case study

Major public attraction

Multi-brand strategy & major campaigns program

Led brand strategy and 30+ integrated campaigns across Zoos Victoria's portfolio, unifying multiple brands under one vision and lifting membership conversions by 90%.

View case study

Major public attraction

Multi-brand strategy & major campaigns program

Led brand strategy and 30+ integrated campaigns across Zoos Victoria's portfolio, unifying multiple brands under one vision and lifting membership conversions by 90%.

View case study

Major public attraction

Multi-brand strategy & major campaigns program

Led brand strategy and 30+ integrated campaigns across Zoos Victoria's portfolio, unifying multiple brands under one vision and lifting membership conversions by 90%.

View case study

All-in-one property management platform for hotels, resorts and campgrounds

Global tech brand refresh & marketing leadership

Directed a full brand and marketing transformation for a global hospitality technology company, elevating the brand and running the global marketing function across five regions.

View case study

All-in-one property management platform for hotels, resorts and campgrounds

Global tech brand refresh & marketing leadership

Directed a full brand and marketing transformation for a global hospitality technology company, elevating the brand and running the global marketing function across five regions.

View case study

All-in-one property management platform for hotels, resorts and campgrounds

Global tech brand refresh & marketing leadership

Directed a full brand and marketing transformation for a global hospitality technology company, elevating the brand and running the global marketing function across five regions.

View case study

Jo is collaborative, intelligent, fun, and clearly an expert in her craft.

Ashley Bass

SaaS Product & GTM Leader

Got a complex brand or marketing challenge?

Get in touch with by filling out the form or via the contact details below. I am currently looking for a full time or contract hybrid role based in Melbourne. I am open to freelance projects also, so please make contact if I can help.

Email me

Got a complex brand or marketing challenge?

Email me

Got a complex brand or marketing challenge?

Email me