Mining Enterprise/ SaaS Software · 2012 — 2019 · 6 years
Acquire
BRAND AND PRODUCT THROUGH THE ENTERPRISE-TO-SAAS TRANSITION.
When I started in 2012, the business strategy was hardly connected to sales, marketing, or global infrastructure. The visual identity was outdated, and competitors were dominating the conversations. The product was well-received, but it sat awkwardly between Enterprise and SaaS, which left buyers confused and the offer hard to package and sell.
I have seen her effectively mentor, innovate, lead, and deliver. No politics, no bull.
— Federico Arboleda, former Acquire Director, Imago Founder.
The impact of my work
At Acquire I led brand for six years, and from 2016 served as Director of Brand and Marketing on the Board. Brand strategy and brand-product architecture sat alongside global marketing planning, segmentation, and the message frameworks that held as the company scaled.
The refresh I developed was Acquire's first in 17 years. It was rolled out across all offices in Australia, Canada, Chile, and South Africa.
The product brand carried its own challenge: Enterprise software at a time when the industry was porting to SaaS, a transition that took years.
I named and branded GIM Suite as the product brand, a container that let the Enterprise and SaaS components mature and complement each other.
It carried the messaging across the full transition and is still in use today.Working with the head of product, my marketing research informed the segmentation for the sales team. The in-house marketing team grew from 2 to 5, on a budget I built and ran.
My event strategy consolidated three annual conferences into one global program, GIM Jam.
On the partner side, I positioned the Nova Network and its identity, built to offer customers reliable post-implementation services inside the Acquire architecture.
The broader work covered employer brand programs, content strategy, advertising online and offline, sales toolkits, mentoring staff, PR, art direction, video scripts, and briefing external suppliers.
The results
I built the brand from refresh to major buy-out. Acquire became market leader in their niche, and the identity I created held in the market for over a decade before it was refreshed.
In 2016 Acquire won two honours at the WA Industry and Export Awards: the Digital Technologies category and the C.Y. O'Connor Award for Excellence in Engineering and Technology. The citation named the international business model, the brand and product strategy, GIM Suite, and the Nova Network.
During buy-out significant brand equity was attributed to the brand work I led over six years.
She has been instrumental as a leader in developing our Brand strategy, transforming our business... a truly amazing asset to our Board at acQuire Technology Solutions.
— Claudia Van Dijk, Operations Leader, former Acquire Director of Finance
