I started by holding a series of strategic marketing workshops with Apex’s directors. Using the data and insights gathered during our sessions, I dove into in-depth customer research, and developed a strategic marketing plan based on my findings. The plan was well-received, with Apex’s new CEO – fresh from a decade as ANZ’s Head of Private Banking – saying it had everything he’d expect to see at a Big 4 bank.
The next cab off the rank was redefining the Apex brand. I facilitated meetings with multiple brand agencies, to select a partner who would build a new brand strategy to clarify the company’s positioning and build brand awareness. Cross-selling and client retention were major pillars of the marketing plan, so we placed customer service at the heart of the business. I offered guidance on how to make the most of the right technical solutions, which would increase engagement optimisation and efficiency, and maximise customer value.
With a great product, strong appetite for growth, and expert marketing guidance, Apex is now poised to transform into a tech-savvy and customer-centric business.