Digital Marketing

At PGG Wrightson I ran digital marketing for the whole Agency Group at once, real estate, livestock, wool, and insurance, four different customers with four different buying decisions, all under one roof. Later, at The New Zealand Merino Company, the job flipped. Instead of four New Zealand audiences, it was one story told to global partners like Allbirds, Hugo Boss, and Icebreaker.

Digital marketing isn't a bucket of tactics you pick from. It's the connective tissue between what a business needs to say and where people actually spend their attention. Running four verticals taught me that the tactics change constantly. The underlying discipline never does.

I've never believed in running channels in isolation. Paid, owned, and earned all have to tell the same story, or the customer notices the seams.