What We Worked On Together
Fraser joined Onside in 2022 as a Senior Digital Marketing Consultant, working closely with the Head of Marketing and the wider leadership team to build a digital ecosystem that could scale. That meant strategy, technology, measurement, channels, reporting, all of the foundational pieces that were either missing or underdeveloped.
The work covered a lot of ground. We took recent customer segmentation research and turned it into operational campaigns targeting specific segments and regions in Australia, paired with local area marketing through offline and partnership channels. We reviewed and rebuilt the marketing analytics setup, establishing proper attribution across web and product properties so the team could actually see what was working. And we prioritised the development of a content and SEO strategy to address a clear gap in organic visibility across both markets.
We also worked alongside an external media partner to optimise always-on paid search and paid social, establishing paid search as a genuine conversion channel for the first time.
Then the unexpected happened. The Head of Marketing resigned suddenly, and Fraser stepped into the leadership group to provide continuity. That meant working directly with the Head of Revenue, Head of Product, CEO, CFO, and the GM of Onside's enterprise biosecurity offering. Facilitating internal workshops, advising on team structure and resourcing, aligning marketing initiatives across the business. Not a planned part of the engagement, but exactly the kind of situation the embedded model is designed to handle.
What Changed
Organic traffic for high-priority 'visitor management' searches in Australia increased 50% within three months of the SEO strategy going live. Paid search was established as a strong conversion channel with a 115% month-on-month lift in conversion rate and a significant increase in impression share and MQLs.
But the broader outcome was that Onside went from having a fragmented marketing setup to having a connected digital ecosystem with proper measurement, clear strategic direction, and the foundations to scale. When a key team member left unexpectedly, the work didn't stall because the strategy, the systems, and the knowledge were already being built into the organisation rather than sitting with any one person.