Behind brand and digital transformation.
Over nearly two years, I moved from intern to senior marketing consultant, working closely with the C-Suite. I shaped the company’s refreshed brand identity, elevated its digital presence, and introduced foundational marketing systems that helped unify and evolve the business. I also walked away with some of the most significant lessons of my professional life.
Years
2020-2022
Client
Toolset
Canva / Google Workspace / Microsoft 365 / Adobe Creative Cloud (Illustrator, InDesign, Photoshop) / Duda / Vision6 / LinkedIn / Buffer / Trello / Make / SurveyMonkey / GreenOrbit / Salesforce / Vendasta / Shazamme / Google Analytics / Google Search Console / Semrush / Databox
Challenge
An established brand looking for new chapters.
Davidson is a well-respected workplace performance company with decades of history and strong market presence. Like many growing organisations, its brand and marketing function had evolved organically over time, shaped by several different teams and priorities along the way, creating gaps in consistency and structure.
The marketing team was lean and in a period of transition, with shifting roles and evolving priorities. During my time there, I had the opportunity to collaborate with a range of talented colleagues, each bringing their own perspectives as the function matured, though the rhythm of continuity was still finding its place.
The business was also undergoing a significant brand consolidation, creating both challenges and opportunities. It was the perfect moment to bring greater alignment to communications, strengthen the marketing value proposition, and create a more unified experience across channels.
At that stage, some foundations were still to be established, consistent reporting, centralised templates, a modernised CMS, and a cohesive brand presence across touchpoints. From the intranet to corporate photography, there was an appetite for care, structure, and clarity to support the next phase.
Process
Owning brand and digital marketing efforts.
The journey began with a bold move, a brand refresh to clarify Davidson’s identity in the market. This involved crafting a comprehensive Brand Book, realigning the company’s marketing value proposition, and uplifting the look and feel of core brand elements. I represented this effort end-to-end, working across teams to ensure consistent application both internally and externally.
Key to this, we tackled one of the most important brand asset: the company website. I worked on the full uplift project, selecting and implementing a new CMS to modernise the digital experience, improve content management, and better reflect Davidson’s refreshed brand. This was a cornerstone for all other digital marketing efforts.
Recognising the need for consistency and efficiency, We also introduced an organisation-wide Canva implementation, setting up templates and approval workflows that empowered teams while maintaining brand integrity. Alongside this, we also redesigned the company intranet, setting the stage for better internal communications and engagement.
We didn’t stop there. From the creation of monthly marketing reports to the launch of internal and external campaigns, I was hands-on, ensuring that every touchpoint resonated with clarity and purpose.
Solution
From marketing strategy to operations.
Day-to-day, my role was incredibly diverse. I balanced strategic projects leadership with hands-on design and delivery. I was part the complex tasks of supporting the merger of three brands into one cohesive offering, mapping service lines and designing strategic assets. I developed sales materials such as flyers, landing pages, proposal templates, and presentation decks, all tailored to Davidson’s evolving market positioning.
Another main contribution was delivering a self-serve marketing toolkit. This resource helped staff across multiple departments produce on-brand materials, fostering consistency and speeding up campaigns rollout execution.
I was also responsible for taking over 60 staff headshots, while establishing guidelines to ensure photographic consistency. Behind the scenes, I built on digital marketing measurement frameworks to provided transparency and insights into campaign effectiveness.
Despite the high turnover within the department and working alongside several different colleagues during my time there, I focused on maintaining continuity and upholding brand and marketing consistency throughout periods of change.
Results
Unified brand and marketing efforts.
The outcomes of these efforts were substantial. Davidson emerged from this period with a unified brand that was reflected consistently across digital channels, print materials, and internal communications. The website uplift enhanced user experience and content management efficiency, while campaigns drove increased awareness and engagement with target audiences.
The implementation of structured marketing processes, from organisational Canva to a marketing toolkit, laid foundations that would outlasted my tenure, equipping Davidson for sustainable growth.
Importantly, the trust and collaboration developed with executive leadership ensured marketing was no longer just a support function but a strategic partner on business priorities.
Takeaways
Building growth and resilience through rapidly changing environments.
This chapter in my career was as challenging as it was rewarding. I learned firsthand the resilience required to deliver high-quality work amid shifting team dynamics and resource constraints. Navigating different headcount changes pushed me to become more adaptable and solution-focused, always ensuring continuity.
On a personal level, the intensity and pace led me to critical period of reflection and growth. These experiences deepened my understanding of sustainable work practices, leadership maturity, and the importance of communication.
My time at Davidson was quite transformative, both for the company’s marketing evolution and for my professional journey. The projects I led and delivered have left a lasting impact, and the lessons I gained continue to shape how I approach complex challenges today.