Enabling people to do their best work
Totara - Talent Development Software – Head of Brand
As Head of Brand at global B2B tech scale-up Totara, I led a global brand refresh and built a Wellington based corporate marketing team. The product suite had grown beyond just the original e-learning app to include performance management tools - the brand needed to evolve and keep pace. In collaboration with the rest of the Executive Leadership Team (based in Wellington, the UK and US) I led a research and strategy project to hone the brand vision, values, positioning and purpose. This process helped define the category we were operating within and developed naming conventions for new products including the overarching ‘Talent Experience Platform’.
Once the core story was established I commissioned the digital agency who brought the brand refresh to life creatively. We kept the logo intact but gave everything else a new look and feel to suit the messaging and signify growth and a new offering. Alongside this work I was building an internal team of brand writers, designers and content creators.
Refreshed website homepage
Once we had created a bold and exciting new visual language we completely redeveloped the large brand website. The website is the core marketing channel; a central shop window for the brand internationally. This involved a totally new design, build and content overhaul. We edited and migrated thousands of pages of content to the newly built site. All while maintaining (and ultimately growing) high levels of ongoing site traffic and lead generation.
I led the set-up of a new intranet and a large suite of supporting marketing material; digital templates, content marketing tools and corporate ID assets. Comprehensive brand and copy guidelines were developed to use internally and across a wide third party partner network globally. I managed the SEO agency on retainer; content and search marketing are a primary marketing channel. Eventually we employed a web manager to strategically lead, monitor and manage the evolution of the website. The new brand contributed to the successful sale of the business from Five V Capital to Tenzing Private Equity in 2023.
New leadership team web page
Team and culture landing page.
Abstracted product graphics were created to demonstrate complex product features
