Digital Strategy

At ChristchurchNZ I set the digital strategy for the city's economic development agency, across web, content, email, CRM, app, social, search, programmatic, retargeting and paid search. Then the pandemic hit and more than 70% of our international users disappeared. We read the data, moved to a content marketing strategy for the audience we still had, and still hit our growth targets.

Today I lead digital at TwoScoops, where we work with more than 20 New Zealand and international clients. Through our work with United Media Solution, that includes household New Zealand brands and global ones.

The question stays the same everywhere: what does this business need people to believe before they choose it? A good strategy answers that once, then shows up in every channel, campaign and piece of content that follows.

A strategy that tries to please everyone ends up moving no one. The good ones say no more often than they say yes.