Onside is a scaling AgriTech SaaS product with teams based in Christchurch and Melbourne. Their digital toolkit is designed to help farmers, growers and rural contractors stay safe, manage visitors (check-in and check-out), communicate onsite, reduce WHS compliance paperwork and mitigate biosecurity risks.
Fraser joined Onside as a Senior Digital Marketing Consultant with the objective of growing Onside's marketing operations and capabilities to meet key business growth objectives in Australia and New Zealand. Central to this was working with the Head of Marketing and wider leadership group to build a digital ecosystem that would enable Onside to scale its marketing operations, including strategy, technology, data analytics (measurement framework), channels, reporting and insights. Key initiatives included:
Implementing recent customer segmentation research into an operational capacity via digital campaigns targeting key segments and regions/industry sectors in Australia. This was paired with Local Area Marketing activity via offline and partnership channels.
Reviewing and implementing fixes to marketing analytics, including the establishment of attribution across web and product/app properties.
Prioritising the development of a Content and SEO Strategy to meet a clear gap in organic visibility across both markets. This initiative contributed to a 50% increase in organic traffic for 'visitor management' related searches (a high priority search market) in Australia within three months of the strategy's execution.
Working closely with an agency partner to optimise always on digital media across paid search and paid social channels. This led to a significant increase in impression share and online conversions, establishing paid search as a strong conversion channel with a lift in conversion rate of 115% MoM.
After the sudden resignation of the Head of Marketing, Fraser joined the leadership group to provide ongoing reporting and strategic advice on marketing direction. This included working closely with the Head of Revenue, Head of Product, CEO (team structure and resourcing), CFO (reviewing sales/marketing metrics reporting), and GM of Onside's enterprise biosecurity technology offering, as well as facilitating internal workshops to guide marketing initiatives and align them across the business.
Prioritised the development of a Content & SEO Strategy...contributed to a 50% increase in organic traffic in Australia within three months.
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