Projects

Health

Macquarie University

Supported digital strategy, national SEO architecture, market positioning, and digital patient acquisition pathways across a major hospital environment connected to a $250M healthcare development and more than 20 specialist departments.

Challenge:
Each department required different patient journeys, search strategies, competitors, referral pathways, and service-line positioning.

Delivered:

• Service-line SEO architecture across 20+ medical specialisations nationally
• Patient journey mapping across condition, treatment, specialist, and enquiry pathways
• Competitor and weak signal analysis across specialist healthcare categories
• Patient onboarding funnels and service-level conversion pathways

Outcome:
Created a clearer digital structure for specialist visibility, patient education, enquiry generation, and scalable department-level growth.

Capabilities:
Digital strategy · Healthcare SEO · Market positioning · Funnel design · Weak signal analysis

Education

Nan Tien

Led digital strategy, website structure, market positioning, brand messaging, automation, and launch support for a Masters-level education institute associated with one of the world’s largest Taiwanese Buddhist organisations.

Challenge:
The institute needed to enter the Australian education market with a clear national position, student acquisition pathway, and internal systems the team could manage.

Delivered:

• National market positioning and website information architecture
• Student acquisition funnels across awareness, enquiry, application, and onboarding
• Workflow automations for enquiry handling, follow-up, and internal adoption
• Messaging audits across academic, cultural, spiritual, and professional audiences

Outcome:
Established a connected digital operating model for awareness, student acquisition, onboarding, and internal management.

Capabilities:
Digital strategy · Education marketing · Website architecture · Automation · SEO · Launch strategy

Technology

da Vinci Robotic Systems

Supported digital positioning, organic visibility, media exposure, and market education for advanced robotic surgery technology entering the Australian healthcare market.

Challenge:
The technology needed market education across patients, specialists, referrers, and media channels in a category that was still emerging locally.

Delivered:

• Condition-led SEO and treatment pathway content strategy
• Patient education content around procedures, conditions, and treatment options
• Weak signal analysis across early demand, media interest, and competitor gaps
• Authority-building through specialist visibility, articles, and media positioning

Outcome:
Helped build visibility, trust, and market understanding for a specialised medical technology category.

Capabilities:
MedTech positioning · Healthcare SEO · Content strategy · Digital PR · Category education

Civil Works

Boral Peppertree Quarry

Engaged by Burtons, a primary subcontractor to Boral Australia, to support internal digital communication infrastructure for workflow processing on the Peppertree Quarry project.

Selected workstreams:

• Mapped operational communication flows across field, project, subcontractor, and administration teams
• Designed digital workflow pathways for task capture, routing, approvals, handovers, and follow-up
• Structured internal request and update flows to improve task visibility and project coordination
• Developed workflow logic to reduce fragmented communication across email, phone, and informal status updates
• Supported clearer accountability, traceability, and ownership across internal workflow processing
• Created repeatable communication structures for project teams operating in a complex quarry environment

Strategic value:
Helped establish a more structured digital communication layer for managing workflow processing, task visibility, operational handovers, and internal coordination across a complex infrastructure environment.

Capabilities:
Workflow design · Digital communication infrastructure · Process mapping · Task routing · Operational coordination · Construction-sector systems · Internal workflow processing

Construction

HH Builders

Supported HH Builders with planning, consulting, market positioning, and digital execution as the business prepared to expand beyond Victoria into a new state market.

Selected workstreams:

• Developed state-entry positioning to adapt the franchise’s offer for a new regional buyer market
• Conducted competitor and market gap analysis across local builders, project home companies, and custom home providers
• Structured service and location-based website content to support organic search visibility in the target expansion market
• Created messaging frameworks around trust, build quality, local relevance, design flexibility, and buyer confidence
• Built lead-generation pathways across website enquiries, campaign landing pages, display villages, and sales consultation flows
• Supported digital campaign planning, SEO structure, and conversion-focused content for new-market demand generation
• Developed buyer journey content for homeowners comparing builders, packages, locations, inclusions, and financing considerations

Strategic value:
Helped position the franchise for expansion into a new state by aligning market entry strategy, digital visibility, buyer messaging, lead generation, and sales pathways around the needs of a new geographic market.

Capabilities:
Market positioning · Expansion strategy · Builder SEO · Franchise growth · Lead-generation funnels · Website content architecture · Buyer journey mapping · Digital campaign strategy

LAW

EM Law

Supported Edwards Moloney Law with digital strategy, website management, search positioning, and ongoing digital execution to improve visibility in a competitive Sydney legal market.

Selected workstreams:

• Developed a digital strategy to improve organic visibility, service-page performance, and enquiry generation across priority legal practice areas
• Built SEO architecture around high-intent Sydney legal searches, service categories, suburb-based queries, and client decision pathways
• Optimised practice-area pages for search visibility, trust-building, authority, and conversion into qualified legal enquiries
• Conducted competitor analysis across Sydney law firms to identify ranking gaps, content opportunities, and positioning weaknesses
• Managed digital content, website updates, organic search campaigns, and service-line optimisation over time
• Strengthened credibility signals through lawyer profiles, legal service explanations, FAQs, case-type content, and trust-led messaging
• Created enquiry pathways designed to move prospective clients from issue awareness to consultation request

Strategic value:
Helped position the firm among the top visible legal providers in Sydney search results by connecting digital strategy, SEO execution, content management, service-page optimisation, and trust-focused conversion pathways.

Capabilities:
Digital strategy · Legal SEO · Search positioning · Website management · Practice-area optimisation · Local SEO · Competitor analysis · Conversion pathways

Engineering

PCB Manufacturing

Supported PCBee with market entry strategy, growth planning, early-stage funding positioning, and grant award preparation for specialised PCB laser systems.

Selected workstreams:

• Developed market entry strategy for advanced PCB laser systems targeting electronics manufacturing, prototyping, engineering, and industrial technology buyers
• Conducted competitor and market opportunity analysis across PCB production, rapid prototyping, precision manufacturing, and laser processing segments
• Supported growth strategy for early commercialisation, partner engagement, customer acquisition, and investor readiness
• Developed funding and grant positioning materials aligned to innovation, advanced manufacturing, export potential, and commercial viability
• Created digital messaging, pitch content, technical value propositions, and go-to-market narratives for customers, funders, and industry stakeholders

Strategic value:
Helped translate a specialised engineering product into a clearer commercial proposition for market entry, early growth, funding conversations, grant applications, and advanced manufacturing buyers.

Capabilities:
Market entry strategy · Growth strategy · Funding positioning · Grant strategy · Technical product positioning · Advanced manufacturing · Go-to-market strategy · Weak signal analysis

Manufacturing

Freezer Truck Factory

Consulted for a subsidiary supplier of Baiada Poultry, owner of Steggles, to optimise digital documentation and workflow processing across freezer truck manufacturing operations, helping unblock digital process bottlenecks and improve manufacturing coordination via digital workflows.

Selected workstreams:

• Reviewed digital documentation flows to identify bottlenecks, duplication, missing information, and slow approval points
• Designed improved workflow structures for production updates, quality checks, task ownership, and cross-team coordination
• Supported digital process optimisation to reduce delays caused by fragmented spreadsheets, manual updates, and disconnected documentation
• Developed workflow logic to improve traceability, internal visibility, task routing, and production-stage accountability
• Helped align digital documentation with practical manufacturing realities across operations, administration, and production teams

Strategic value:
Helped improve workflow visibility and documentation control across freezer truck manufacturing operations, reducing process friction and supporting more scalable production coordination within a large food and logistics environment.

Capabilities:
Workflow optimisation · Digital documentation systems · Manufacturing process mapping · Operational efficiency · Task routing · Production workflow design · Process bottleneck analysis · Internal coordination systems