I design, build, and implement marketing engines that connect specialised industrial suppliers with motivated buyers.
Hi, I'm River, an MBA-qualified senior B2B marketer who specialises in complex, high-stakes environments such as mining, industrial, manufacturing, and emerging tech.
I don’t just 'do marketing'. I diagnose why technically superior firms lose deals to inferior competitors, then I build the commercial systems to fix it.
No account managers. No hand-offs. No agency dilution.
I bridge strategy and execution as your single point of accountability. I start with foundational diagnostics to uncover the cause of your bleeding pipeline, then deploy the precise systems needed to turn capability into qualified enquiries.
If you have world-class capability, but your market can’t see it. Or worse, sees it and still chooses your competitor, take a moment to reach out.
Book a discovery call (15-20 minutes) to identify what’s blocking your pipeline
Over the past decade, I've had the opportunity to work with wonderful business owners, C-suite executives, founders and senior B2B professionals. Below is a sample of testimonials from those that have highly valued and appreciated my work.
Click any of the tabs to view a concise overview of some sample projects and associated testimonials. For a deeper dive into the related project - click the 'view case-study' button.
Industry:
Manufacturing technology
Role:
National Product Marketing Manager (Embedded F/T)
Impact:
"River led our marketing strategy and company rebrand, delivering a comprehensive digital relaunch that included website design, collateral production, and strengthened security infrastructure.
River also drove content, SEO, and PPC initiatives with a proactive approach while streamlining assets and automation during a period of organisational change. With thanks for the cooperation and services provided".
L. Selby | GM - Performatec
Industry:
SaaS | AI | RTLS technology
Role:
Marketing Specialist (GTM Contract)
Impact:
"River served our company as a marketing contractor. He worked autonomously and in collaboration with our team and its founders to deliver a significant volume of high-quality work.
River helped shape our go-to-market strategy, rebuilt our website, and delivered a range of marketing & sales collateral. His work established a solid foundation for a growing pipeline of contracts".
N. O'Halloran | Founder - Contact Harald
Industry:
Underground & Surface Mining
Role:
Marketing Manager (Embedded F/T)
Impact:
"River rebranded Pit N Portal in 2019. This rebranding played a significant part in changing the perception of Pit N Portal as a small business to a major player in underground contract mining.
His works elevated the 'look and feel' of Pit N Portal and is a credit to River's creativity and experience. I would gladly recommend River. Pit N Portal was acquired by Emeco Holdings (ASX: EHL) in 2020".
B. Roff | Pit N Portal
Typically, you either have a great product with no clear commercial roadmap, or a roadmap that was never properly built and integrated into a functioning system.
If your business is technically superior but struggling to expand, it usually manifests in three ways:
BDRs sell 'better' not 'value'. You struggle to translate capability to revenue.
Deals die in the inbox. Your docs educate the prospect but fail to compel them.
You lose to weaker firms. Not on price, but because their story is easier to buy.
Problem | Translating capability | Scaling the business |
|---|---|---|
Your capability is world-class, but your market presence is invisible or incoherent. Prospects can't find you, and when they do, your message doesn't differentiate you. | Your positioning is clear and your strategy is proven, but execution is fragmented. Your website, CRM, content, and sales assets don't work as one integrated system. | |
Solution | Foundation (the roadmap) | Expansion (the engine) |
Support | Strategic architect: I act as a high-level advisor to diagnose the gaps and design your commercial logic. | Executive operator: I act as a 'fractional CMO' or technical lead to build and run your revenue systems. |
Process | Diagnostic & intensive: A deep dive into buyer drivers, personas, competition and market positioning. | Modular & practical: Deployment of Web, SEO, CRM, automation, social-media and sales enablement. |
Output | The blueprint: A documented, revenue-tied GTM plan that aligns to your overarching business goals. | The engine: An integrated ecosystem of high-performance web, automation, and technical collateral. |
Approach | Project-based: Engage me to develop a solid foundation & roadmap before you spend a cent on ads or marketing tools. | Ongoing or modular: A recurring partnership or specific project builds to maintain, scale & optimise your market presence. |
Many industrial firms suffer from 'random acts of marketing'. You try SEO, then a new website, then ads, but nothing sticks. Yet, the issue usually isn’t the tactics. It’s scaling a message that hasn’t been validated.
The fix: Trade RAM (random acts of marketing) for an engineered plan. I audit your capability, clarify your positioning, and draft a detailed roadmap. You get a portable asset: a clear, sequenced specification your team can deliver, or I can implement with you.
Fixed-fee, scoped upfront (so you can decide whether to execute internally or with me).
I uncover what drives your market and pipeline. Then we clarify what your buyers value, map competitive pressure, and pinpoint positioning risks and opportunities.
I work with you to shape the optimal commercial stance. Together, we lock the value proposition, priority segments, and the message your team can sell with confidence.
You get a documented, step-by-step plan with priorities, timelines, owners, and checkpoints. The infrastructure can be built by your team internally, or you can engage me to implement it for you.
When deals stall, it’s not because you’re below par. It’s because the buyer can’t connect your capability to a clear reason to choose you over the competition.
The ‘why’ is simple: your story is fractured. Sales talks features and benefits, the technical team talks specs, and marketing fills the gaps with feature lists. The result: buyers get mixed messages, their confidence drops, and the ‘safe’ option wins.
Then the pressure comes. The GM has a KPI ‘talk’ with sales. Sales then pushes marketing for more leads, and everyone ramps up activity - confusing motion with results.
Sound familiar?
If buyers can’t see a clear value proposition and a sharp point of difference, they default to price. Deals stall. Momentum leaks out of the pipeline. Revenue takes a hit, and marketing gets treated like a cost centre, measured on activity and noise instead of commercial impact.
A definitive 'state of play' report: what’s true, what’s not, what are the assumptions, where the leaks are, and what we prioritise next.
2 - 3 weeks (typical)
Diagnose gives us the truth. Define is where we turn it into decisions.
This is where we stop trying to appeal to everyone and start building a stance the market can recognise. We choose who you’re for, what you lead with, what you won’t claim, and where you will not compete, so buyers can place you quickly and choose you confidently.
Even with a strong capability, unclear positioning keeps you stuck in comparison mode. Buyers can’t see what makes you the logical choice, so decisions drift towards familiarity, price, or internal politics.
A clear commercial stance that anchors your positioning - underpinned by a brand story the team can rally behind and a foundation your marketing can build upon.
2 - 3 weeks (typical)
Diagnose shows what’s broken. Define locks in what you stand for. Design is where we turn that into a practical plan your team can execute without guesswork.
This isn’t a slide deck. It’s a sequenced roadmap with clear priorities, owners, and checkpoints, built to fit your tools, your team, and your revenue goals. Every deliverable is optimised for team coordination, resource allocation, and seamless integration with your existing systems.
Most strategies die in a drawer because they are too abstract to build. Without a technical bridge, execution becomes fragmented. The result is ‘Frankenstein’ systems, misallocated budgets, and stalled momentum.
A build-ready blueprint you can hand to your team to execute with confidence, or bring back to me to implement with you. Either way, you'll get clear priorities, defined owners, and a practical path from strategy to action.
2 - 3 weeks (typical)
Foundation gives you clarity. Expansion turns that clarity into execution. In Expansion, we turn your roadmap into a working commercial system: the core platforms, sales assets, and delivery rhythms required to convert attention into pipeline and pipeline into revenue.
Engage me to build the whole thing end-to-end, or pick the modules that will move the needle fastest.
I design and implement the core commercial system that turns expertise into qualified enquiries, and enquiries into pipeline.
Your offer is solid, but your website, messaging, CRM, and sales tools aren’t working as one system yet.
Quoted as a fixed-scope project once the roadmap is set.
Outcome: a functioning, integrated engine your team can run, or I can stay on to run it with you.
Once the system exists, I stay embedded to keep pipeline moving, performance improving, and your team focused.
The fundamentals are in place, but you need consistent execution, iteration, optimisation and senior commercial oversight.
Ongoing retainer (3-month 'blocks'), scaled to your pipeline goals and workload.
Outcome: Stable growth without hiring a full-time marketing lead or juggling multiple specialists.
Below are four projects spanning industrial, manufacturing, and emerging-tech sectors. Each case study links to a detailed overview of strategy, execution, and measurable outcomes, covering brand transformation, digital ecosystems, content architecture, and integrated demand generation.
These examples reflect the level of depth and rigour I bring to every engagement, from initial positioning through to market traction.
Take a moment to click a tile to view the full case study including: strategy, execution & results.
Drove a complete rebrand and GTM shift for a 20-year old distributor of big-ticket manufacturing technology products, bringing seven lines together under one unified banner.
Designed strategy, brand, automation, SEO, and content to build a high-performing digital ecosystem. Elevated the business, repositioned, and set the stage for future industry leadership, growth, and recognition.
Over 2.5 years, I led the total marketing transformation for Pit N Portal, a mid-tier mining services, heavy equipment repair, rebuild & rental provider in Australia.
Utilising a $500K+ budget, I rebuilt brand, digital presence, and communications to expand reach, attract top-tier clients, and support a successful merger.
Modernised legacy operations, driving recognition as a nationally respected industry leader and trusted partner in mining.
Spearheaded a digital revamp for GPS Electrical Services, a 100-person, 26yr old engineering and automation firm with a raft of high-profile manufacturing, food and chemical clients.
Modernised brand, website, and comms to attract new clients and talent, balancing technical depth with clarity. Kept design heritage intact while showcasing GPS’s reputation for precision and expertise, positioning them as leaders on the national stage.
Partnered with a fast-growth SaaS + IoT brand, to launch into voice powered AI SaaS. Led rapid GTM, collaborating on brand strategy, identity overhaul, website, SEO, PPC, and content.
Repositioned the company, unified brand voice, and elevated authority across construction, mining, healthcare, and logistics, setting the foundation for sector expansion.