From specialist manufacturer.
To modern digital brand.
Reframing how Spafax presented its products, rebuilding the digital customer journey and opening new routes to market.
Marketing & Sales Coordinator
Working directly with the Managing Director and sales team to connect marketing activity with customer acquisition and wider business development.
Brand narrative, proposition development, website, e-commerce, SEO, content, social media, PR, campaigns and sales enablement.
From established defence and commercial-vehicle audiences into Land Rover, off-road, agriculture and construction.
Strong products. New routes to market.
Spafax had decades of specialist expertise and products designed for demanding, safety-critical environments. My role was to build on that foundation, developing its digital presence and helping communicate the products’ relevance to a broader range of customers.
The work brought together website development, product content and e-commerce, supporting customers as they discovered, understood and purchased from the range.
A clearer digital experience.
From marketing presence
to connected digital platform.
Open new conversations.
Develop propositions and content for Land Rover, agriculture and construction rather than relying only on established markets.
Create the digital foundation.
Redevelop the website around clearer navigation, customer journeys, product information and search visibility.
A new route to purchase.
Introduce e-commerce and connect marketing activity more directly with customer acquisition.
Different channels.
One customer journey.
WEBSITE
The central product and proposition experience, designed to help customers understand what Spafax offered and why it mattered.
SEARCH
SEO, content and Google Search Console activity designed to increase relevant discovery.
SOCIAL
A shift towards a more consistent, useful and outward-facing brand presence rather than occasional isolated activity.
PR & CONTENT
Articles, stories and external activity helping translate specialist products into understandable customer value.
SALES
Presentations, product information and campaign materials giving commercial conversations stronger marketing support.
A transformation customers
could actually use.
Discover & understand
Website, product pages, search, social and content.
Evaluate & buy
E-commerce, campaigns, sales materials, product messaging and lead generation.
Reach new audiences
Land Rover, off-road, agriculture, construction and existing specialist sectors.
What changed.
Broader audiences
Broader commercial audiences and propositions.
A clearer journey
A rebuilt website and clearer customer journey.
Direct e-commerce
Direct e-commerce introduced.
A connected presence
A more connected search, social, PR and content presence.
The transformation supported a period of strong commercial growth and gave the business a significantly more modern platform for customer acquisition, without attributing that growth solely to marketing.
Taking the brand into the room.
Bringing Spafax’s specialist products and customer propositions into physical spaces through exhibition presentation, product displays and branded materials.
“A website transformation only matters if the business around it becomes easier for the customer to understand and buy from.”
Chris Dale
Transformation beyond the website.
Spafax demonstrates how I approach change when several problems are connected. The website, brand narrative, market positioning, content and e-commerce were not separate projects; they were different parts of the same customer and commercial challenge.
It was also an important step in my progression from hands-on marketing delivery towards thinking more strategically about proposition, customer journeys and how marketing supports wider business growth.
Ready for your brand’s next chapter?
I connect brand positioning, digital experience and new routes to market to help established businesses reach new audiences and move forward.