OUR WORK
Real engagements. Real outcomes.
Examples of the growth strategy, marketing leadership, and execution The Creative Slate has delivered.
FREELANCING GEMS | DIRECTOR (EMBEDDED)
The New Work Order: Research-Led Growth Strategy
A nationally distributed research report and dual acquisition funnel that grew the platform's member base and landed national media coverage.
Freelancing Gems
DIRECTOR (EMBEDDED) 2024
THE BRIEF
Freelancing Gems needed to grow two very different audiences at once: individual freelancers joining the marketplace platform, and the corporate decision-makers who hire them.
OUR APPROACH
Kirsty designed and led an integrated growth strategy centred on The New Work Order, a national research report developed with The Urban List, surveuing 8,000+ Australians on the future of work. Parallel funnels ran in tandem: content-led digital channels and automated email nurture for consumer growth, and personalised outreach with tailored research presentations for corporate partners.
THE OUTCOME
The campaign became the anchor for a step-change in the platform growth, backed by high-value thought leadership and national media reach.
RESULTS
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8,000+ new subscribers acquired through the campaign
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Corporate connections secured with Adore Beauty and Kmart
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National media coverage, including a live Channel 7 News interview
DOWN UNDER CRUISE & DIVE / BILLY TEA SAFARIS | MARKETING MANAGER (EMBEDDED)
Annual Digital Marketing & Customer Journey Strategy
A season-aligned marketing roadmap and rebuilt customer journey across two Far North Queensland tourism brands.
Down Under Cruise & Dive / Billy Tea Safaris
MARKETING MANAGER (EMBEDDED)
THE BRIEF
Two Far North Queensland tourism brands under shared management needed an integrated digital strategy to lift direct bookings and strengthen retention.
OUR APPROACH
Stephanie joined as embedded Marketing Manager and mapped the full guest journey, from enquiry to post-trip. The review found inconsistent communications were costing revenue at booking, upsell, and review stages, so she rebuilt booking and pre-travel email sequences, introducing upsell pathways, and set season-aligned campaign and SEO plans across both brands.
THE OUTCOME
A more consistent guest experience and that communications infrastructure to support sustained direct-booking growth.
RESULTS
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Streamlined customer experience across the full guest lifecycle
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New upsell and retention pathways introduced at key touchpoints
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Season-aligned marketing roadmap delivered for both brands
COHORT GO (NOW FLYWIRE) | CHIEF MARKETING OFFICER (EMBEDDED)
Go-to-Market Strategy @ Global Sales Enablement
Built the marketing function from the ground up, scaling the business to 100,000+ students.
Cohort Go (now Flywire)
CHIEF MARKETING OFFICER (EMBEDDED)
THE BRIEF
A high-growth global payments platform needed a structured marketing function and go-to-market approach for two distinct global audiences: student recruitment agents and education providers.
OUR APPROACH
Kirsty joined as CMO and built the marketing function from scratch, growing a lean and agile team of four (including Stephanie Kennelly). She established dual go-to-market tracks serving both agents and providers, with NPS-driven retention programs and a full sales enablement asset library, from sales decks and proposals to demo accounts and training.
THE OUTCOME
The frameworks and assets built during this period provided the operational foundation behind the company's growth and eventual acquisition by Flywire.
RESULTS
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Grew to service 100,000+ international students
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Sales enablement infrastructure adopted by the global team
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Business acquired by global fintech Flywire