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hello,

I'm Adam.

Marketing, Brand &
Innovation Consultant

SERVICES

I HELP BUSINESSES GROW BRANDS

& BUILD BETTER INNOVATIONS

Almost all businesses and brands are looking for growth. Over time, the things that used to yield growth become less effective, as brands mature, industry forces change and the competitive landscape intensifies with new entrants. I help companies to adapt, grow and win in these changing conditions by sharing and applying marketing and innovation science.

There’s a lot of unhelpful – even harmful – advice out there which can be difficult to navigate. As a former corporate marketer, brand management leader and innovation director of almost-two decades, I draw upon my experiences, lessons and a large evidence base of brand-building, turnarounds and breakthrough innovations to help you confidently succeed in your next phase of growth. No theory, no idealistic models. Only what has been proven to work in the real-world, validated through results, data and science.

Today, as a consultant, advisor or fractional CMO/CIO, I work with clients and partners to help them solve their innovation challenges, boost brand performance and build their next phase of growth.

SERVICES

specialisations

Specialisations Icons April 2022_MKTG BRAND

Marketing & Brand Building

  • Marketing strategy & brand planning
  • Brand identity & positioning
  • Communications strategy audit
  • Creative, media and design agency briefing
  • Customer journey and path-to-purchase mapping
  • Training and capability-building (marketing science)
Specialisations Icons April 2022_INNOV VENTURES

Innovation & Ventures

  • Innovation strategy audits & platform co-creation
  • Process design and implementation
  • Brand stretch projects (adjacent innovation)
  • Breakthrough and asset-leverage ventures
  • Innovation economics (pipeline and portfolio evaluation)
  • Training and capability-building (evidence-based innovation)
Specialisations Icons April 2022_RSRCH INSIGHTS

Research & Insights

  • Research plan development
  • Questionnaire and discussion guide design
  • Qualitative projects (e.g. interviews and focus groups)
  • Quantitative projects (e.g. idea screening, category and brand measurement)
  • Training and capability-building (principles of brand and innovation research)

SPECIALISATIONS

• Marketing strategy & brand planning
• Brand identity & positioning
• Communications strategy audit
• Creative, media and design agency briefing
• Customer journey and path-to-purchase mapping
• Training and capability-building (marketing science)

• Innovation strategy audits & platform co-creation
• Process design and implementation
• Brand stretch projects (adjacent innovation)
• Breakthrough and asset-leverage ventures
• Innovation economics (pipeline and portfolio evaluation)
• Training and capability-building (evidence-based innovation)

• Research plan development
• Questionnaire and discussion guide design
• Qualitative projects (e.g. interviews and focus groups)
• Quantitative projects (e.g. idea screening, category and brand measurement)
• Training and capability-building (principles of brand and innovation research)

WORK

who i've worked with

WORK

case studies

Pet Brand
Turnaround

Pet Brand Turnaround

A region-leading pet brand was experiencing a worrying decline following a raft of new competitive launches that stole away shelf space. A dual-approach was taken to strengthening the brand through positioning and communications, while also designing and building a category-shaking new range that served a large, under-satisfied problem that many pet owner faced on a daily basis, yet no brand was catering to.

In just 18 months, the brand returned to growth with sales increasing by more than 20% and share hitting an all-time high of 44% (+7 pts). The innovation was the most successful in the brand’s history and in a little over decade, it had contributed cumulative revenue in excess of $100M.

Industry:

Pet Care

Activities:

Brand-Building & Innovation

Value Created:

>$100M

Wellness
Breakthrough

Transformative Innovation

A medium-sized Australian wellness company, with global reach, sought to up-skill their innovation employees while embedding a new front-end process to use on a live venture.
Over 16 weeks, a completely new-to-world consumer tech product was designed and validated with a conservative opportunity size of $40M revenue.

Deciding to establish a separate entity to bring this venture to market, the company is now considering VC investment to build a minimum viable product and demonstrate product-market fit prior to scaling or exit.

Industry:

Consumer Technology

Activities:

Capability-Building, Disruptive Innovation

Opportunity Valuation:

$40M

Reviving a
Global Brand

Reviving a Global Brand

A multinational FMCG company was considering the deletion of one of its yoghurt brands due to poor performance and pressure to delete from retailers. This potential brand exit would have led to a potential $50M loss if other portfolio brands were unable to recoup the revenue. In response, a methodical, immersive review of the entire marketing mix for the brand helped to identify four major issues which were causing the decline and inhibiting performance.

An integrated brand relaunch, consisting of new packaging design, product reformulation, a contemporary flavour strategy, new product innovation and the most-effective TV ad campaign in the brand’s history. These activities not only saved the range from obsolescence, they collectively grew it by $22M to overtake the segment leader and become the #1 brand.

Industry:

Dairy Foods

Activity:

Brand Turnaround

Value Created:

+$22M

DTC Health
Disruption

DTC Health Disruption

A personal start-up initiative, this venture involved removing a number of barriers that consumers face when selecting, purchasing and consuming nutritional supplements. To address issues such as a lack of health knowledge, doubts about quality and having too many tubs and bottles lying around the house, this direct-to-consumer subscription business provided truly unique, customised supplementation, designed specifically for each individual by nutritionists and pharmaceutical scientists on the basis of their goals, biology, lifestyle and health considerations.

Industry:

Vitamins, Minerals & Supplements

Activity"

Disruptive Innovation

Value Created:

Undisclosed exit value

Reimagining
Drinks

Reimagining Drinks

A traditional, risk-averse multinational was experiencing eroding margins on its consumer business unit which was characterised by commoditised low-value categories. A mandate from the CEO was set to drive profitable growth across the drinks portfolio via premiumisation.

A combination of brand-forward and consumer-back research highlighted two white spaces that weren’t being catered to by the market, resulting in a new, transformative drinks strategy and 2-year plan. In this time, two game-changing, innovative product ranges were developed, enabled by a capital expenditure program: the company’s flagship brand was stretched into a new category while a new brand was created to capitalise on an adjacent opportunity. The result was ~30% revenue growth for the drinks portfolio at margin level that was 3x the core business.

Industry:

Beverages

Activities:

Brand Stretch & Disruptive Innovation

Value Created:

$30M

Stretching
Sports Nutrition

Stretching Sports Nutrition

A leader in the global sports nutrition space, this company was looking to stretch its flagship brand into new channels, categories and usage occasions to help build the Australia and NZ business. Its core, imported portfolio was in low, single-digit growth, and faced strong headwinds due to the US-dollar exchange rate and the local competitive intensity. A new regional innovation strategy was built to enable the business to innovate using local manufacturing capability to design and commercialise a product portfolio that disrupted category incumbents.

Between 2017 and 2019, this innovation, alone, drove the company’s overall sales by 20% and the brand’s penetration/acquisition by +70%.

Industry:

Consumer Health

Activity:

Brand Stretch Innovation

Value Created:

20%+ company growth in <2years

case studies

Pet Brand Turnaround

A region-leading pet brand was experiencing a worrying decline following a raft of new competitive launches that stole away shelf space. A dual-approach was taken to strengthening the brand through positioning and communications, while also designing and building a category-shaking new range that served a large, under-satisfied problem that many pet owner faced on a daily basis, yet no brand was catering to.

In just 18 months, the brand returned to growth with sales increasing by more than 20% and share hitting an all-time high of 44% (+7 pts). The innovation was the most successful in the brand’s history and in a little over decade, it had contributed cumulative revenue in excess of $100M.

Industry:

Pet Care

Activities:

Brand-Building & Innovation

Value Created:

>$100M

Transformative Innovation

A medium-sized Australian wellness company, with global reach, sought to up-skill their innovation employees while embedding a new front-end process to use on a live venture.
Over 16 weeks, a completely new-to-world consumer tech product was designed and validated with a conservative opportunity size of $40M revenue.

Deciding to establish a separate entity to bring this venture to market, the company is now considering VC investment to build a minimum viable product and demonstrate product-market fit prior to scaling or exit.

Industry:

Consumer Technology

Activities:

Capability-Building, Disruptive Innovation

Opportunity Valuation:

$40M

Reviving a Global Brand

A multinational FMCG company was considering the deletion of one of its yoghurt brands due to poor performance and pressure to delete from retailers. This potential brand exit would have led to a potential $50M loss if other portfolio brands were unable to recoup the revenue. In response, a methodical, immersive review of the entire marketing mix for the brand helped to identify four major issues which were causing the decline and inhibiting performance.

An integrated brand relaunch, consisting of new packaging design, product reformulation, a contemporary flavour strategy, new product innovation and the most-effective TV ad campaign in the brand’s history. These activities not only saved the range from obsolescence, they collectively grew it by $22M to overtake the segment leader and become the #1 brand.

Industry:

Dairy Foods

Activity:

Brand Turnaround

Value Created:

+$22M

DTC Health Disruption

A personal start-up initiative, this venture involved removing a number of barriers that consumers face when selecting, purchasing and consuming nutritional supplements. To address issues such as a lack of health knowledge, doubts about quality and having too many tubs and bottles lying around the house, this direct-to-consumer subscription business provided truly unique, customised supplementation, designed specifically for each individual by nutritionists and pharmaceutical scientists on the basis of their goals, biology, lifestyle and health considerations.

Industry:

Vitamins, Minerals & Supplements

Activity"

Disruptive Innovation

Value Created:

Undisclosed exit value

Reimagining Drinks

A traditional, risk-averse multinational was experiencing eroding margins on its consumer business unit which was characterised by commoditised low-value categories. A mandate from the CEO was set to drive profitable growth across the drinks portfolio via premiumisation.

A combination of brand-forward and consumer-back research highlighted two white spaces that weren’t being catered to by the market, resulting in a new, transformative drinks strategy and 2-year plan. In this time, two game-changing, innovative product ranges were developed, enabled by a capital expenditure program: the company’s flagship brand was stretched into a new category while a new brand was created to capitalise on an adjacent opportunity. The result was ~30% revenue growth for the drinks portfolio at margin level that was 3x the core business.

Industry:

Beverages

Activities:

Brand Stretch & Disruptive Innovation

Value Created:

$30M

Stretching Sports Nutrition

A leader in the global sports nutrition space, this company was looking to stretch its flagship brand into new channels, categories and usage occasions to help build the Australia and NZ business. Its core, imported portfolio was in low, single-digit growth, and faced strong headwinds due to the US-dollar exchange rate and the local competitive intensity. A new regional innovation strategy was built to enable the business to innovate using local manufacturing capability to design and commercialise a product portfolio that disrupted category incumbents.

Between 2017 and 2019, this innovation, alone, drove the company’s overall sales by 20% and the brand’s penetration/acquisition by +70%.

Industry:

Consumer Health

Activity:

Brand Stretch Innovation

Value Created:

20%+ company growth in <2years

WORK

testimonials

Working with Adam, it’s clear that he approaches innovation and commercialisation in a way that challenges conventions. He is a strategic thinker who focuses on consumer needs and future trends to deliver category-leading products. Adam possesses a data driven growth mindset that truly sets him apart from the majority of corporate innovators.

Karl Bickley

INNOVATION HEAD EMEA
at OPTIMUM NUTRITION

Adam is a consumer-obsessed marketing and innovation professional who is attentive, patient and sensitive to the details which allow him to understand the world better and discover opportunities where most see none. As a leader, lateral thinker, innovator and most importantly, human, Adam earns my highest recommendation.

Andrew Michaels

FORMER INSIGHTS HEAD
at MONDELEZ

Adam is an incredible Marketing and Innovation professional. He has a unique ability to transform insights into commercial opportunities in a repeatable way. Adam demystifies the innovation process, using an approach that leans on evidence, validation and deep consumer empathy rather than relying on luck, chance or magic.

SHARON WINTON

MARKETING DIRECTOR
at BEGA dairy/drinks

Adam brings a truly refreshing combination of clear strategic thinking and robust operating discipline to deliver high-impact innovation and business growth. His broad corporate and entrepreneurial experience, along with a natural passion for innovation, makes him a unique and elite resource that helps amplify and accelerate any growth agenda.

Phillip Bowden

GENERAL MANAGER (Health)
at SPC

Adam is a highly capable Marketer who possesses an outstanding strategic perspective, a thirst for innovation, plus the ability to roll his sleeves up and execute with excellence.
He is reliable, considered and down-to-earth. Adam is someone you would prefer to have on your team rather than on the competition’s.

Justin Monaghan

Former Marketing Director
at nando's and sportsbet

WORK

CORPORATE CAREER

Director of Innovation
GLANBIA (OPTIMUM NUTRITION) 2016-2019

Led the innovation function for the AUNZ division which included OPTIMUM NUTRITION, BSN and ISOPURE.

Brand/category net revenue of >$45M.
Growth/value creation of +$11M.

Glanbia.com
OptimumNutrition.com
Senior Marketing & Innovation Manager
SAPUTO (formerly Devondale MG) 2012-2016

Drove the innovation agenda by stretching the DEVONDALE brand into higher-value, high-margin consumer categories.

Brand/category net revenue of >$100M.
Growth/value creation of +$24M.

Saputo.com
Group Marketing Manager
HJ HEINZ (now KRAFT-HEINZ) 2011-2012

Managed a team to renovate and innovate a frozen foods portfolio brands such as HEINZ and WEIGHT WATCHERS.

KraftHeinzcompany.com
Marketing Manager
LION (now BEGA DAIRY & DRINKS) 2008-2011

Led a small team to drive growth of a yoghurt brand portfolio consisting of YOPLAIT, FARMERS UNION and DAIRY FARMERS.

Branded portfolio net revenue of >$100M.
Growth/value creation of +$22M.

BegaCheese.com.au/dairy-and-drinks
Brand Manager
MARS 2005-2007

Responsible for managing the marketing mix for brands such as SCHMACKOS, PEDIGREE, MY DOG and DINE.

Branded portfolio net revenue of $50M.
Growth/value creation of +$15M.

Mars.com
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WORK

START-UP EXPERIENCE

  • Founder

TEST, DON’T GUESS  2021-Present

testdontguess.io

Online consumer research service designed to help make quantitative research better, faster and cheaper for marketers and entrepreneurs.

  • Co-Founder

RADIOCARBON 2019-2021

An innovation agency focusing on helping large corporations to grow and avert disruption through strategy, process and venture support.

  • Founder

CUSTOMISED SUPPLEMENTS 2017-2019

customisedsupplements.com (inactive)

A pioneering, direct-to-consumer personalised nutrition business using health science data and drop-shipping methods. IP-exit in 2019.

  • Advisor

START-UPS & GROWTH-PHASE COMPANIES  2016-Present

Specialist strategic marketing, brand, innovation and subject-matter expertise (e.g. FMCG, Health) for business leaders with a growth agenda.

WORK

CREDENTIALS

EDUCATION & AFFILIATIONS

  • B.Comm (Marketing and eCommerce)

MURDOCH UNIVERSITY 2000-2004

  • Alumni

THE MARKETING ACADEMY 2019-Present

  • Member

ADVISORY BOARD CENTRE 2022-Present

  • Adv. Dip. Nutritional Medicine

AUST. INSTITUTE OF APPLIED SCIENCES
(NOW ENDEAVOUR) 2015-2017

RECOGNITION

  • Product Launches of the Year

Woolworths and Coles  2007, 2011, 2015, 2018

  • ‘Most Innovative Product In Show’

DIAA 2016

  • Global Packaging Innovation GOLD

Worldstar 2016

  • Marketing Effectiveness Awards

MARS (Pedigree) 2006 | SODIMA (Yoplait) 2010

ABOUT

WHY WORK WITH ME?

When you choose to work with me, you’re deciding to work with a seasoned, commercial marketing and innovation professional who understands business. My approach to strategic marketing, brand building and innovation comes from real-world experience and a track-record of proven results.

I’m flexible in the way that I work with clients and partners, and will meet you where you are. Whether that’s a one-off engagement, ongoing support or something in between. Sometimes, you don’t know exactly what you’re after, and that’s OK, too. Get in touch, let’s have a chat.

1 X

Transformative Brand
Turnarounds

> 21

Consumer Product
Categories

101 +

Projects &
New Ventures

$ 301 M+

Lifetime
Revenue Creation

ABOUT

OUTSIDE OF WORK

I am coast and sun-lover who grew up around Fremantle, Western Australia. After spending 15 years down in very cool (literally and figuratively speaking) Melbourne, I finally made my way back to the sun, sand and sea at the end of 2020 when I moved to Burleigh Heads, QLD, where I now live with my wonderful partner Alana and our Rottweiler, Nala.

I’ve always been a curious person that likes to know how things work and what makes people tick. I guess that’s why I studied marketing and consumer psychology at university. It was there that my first ‘real’ entrepreneurial endeavour was created:  an online book exchange service that helped students sell their text books at the end of each semester. OK, it seems lame now but in 2002 Amazon and eComm weren’t what they are, today!

Outside of work, I love keeping fit at the gym and going on long walks with Alana and Nala. Exercise is meditative for me and it also allows me to have more of another passion: food! I’m a reasonable cook and am fairly handy with a knife thanks to being a fishmonger during my student years. Speaking of which, I’m a mad keen fisherman and you’ll find me with a line in the water somewhere along the beach, creek or rockwall, most weeks.

CONTACT

GET IN TOUCH

Want to work together? Have a question?

Fill out the contact form, below, or send an email to adam@adamhamilton.co and I’ll get back to you.

Adam Hamilton & Associates
Burleigh Heads, QLD, Australia 4220
+61 438 504 739
Linkedin