Customer advocacy · Stowe Australia
One customer story, built to travel.
I turned a complex national transformation into a connected advocacy programme across editorial, executive video and industry thought leadership.
The story
From local systems to national alignment.
Stowe Australia operates across 14 locations. As the business grew, project information, tools and processes developed around local requirements. The opportunity was to show how a national data environment could improve consistency without losing the practical workflows each team relied on.
The strongest story was not the software. It was the organisational change behind it: a six-week national proof of concept, hands-on training across every location, and a new foundation for reporting, collaboration, quality and safety.
“Our return on investment is less time spent on repetitive administration and more time focused on higher-value work.” Matt Fern · National Digital Engineering Manager · Stowe Australia
My role
End-to-end ownership.
I led the customer advocacy programme from initial planning through publication. That meant finding the narrative, aligning customer and partner stakeholders, planning interviews, writing scripts, coordinating production, managing approvals and shaping each finished asset for its channel and audience.
Rather than producing isolated pieces, I built a reusable story system. The same core transformation could be expressed as a short executive film, a detailed written case study, a partnership feature or a long-form industry webinar without repeating the same asset.
Story architecture, audience framing, channel planning and asset roadmap.
Interview planning, scripting, stakeholder coordination and creative direction.
Customer approvals, partner alignment, editorial review and publication.
Selected outputs
A story system, not a single campaign.
Finding the common ground with critical knowledge
↗A single destination for the complete customer story
Linked assets are publicly available. The unlinked campaign hub is included to demonstrate the breadth of the programme, but the original material remains employer-owned and is not reproduced here.
Next project
Portfolio positioning →