Adrian Duff

Lead brand strategy, content planning, customer experience and governance for a global sustainable packaging business serving B2B and direct-to-consumer markets. Develops content strategies, messaging systems and editorial workflows that support product marketing, customer education, campaigns and brand consistency across digital channels.

• Leads brand marketing initiatives across digital, social, product, packaging and customer touchpoints for both B2B and DTC audiences.
• Builds brand and culture-led partnerships with international fashion, retail and creative brands, spanning branded packaging, merchandise, pop-up activations, launch events and content opportunities.
• Developed an always-on UGC-led social content programme, creating a stronger pipeline of customer stories across product, sustainability and brand channels.
• Creates customer messaging, product storytelling and copy across marketing, sales and digital platforms, helping simplify sustainability and packaging topics for different audiences.
• Directs creative projects from concept through delivery, collaborating with designers, photographers, agencies and external partners to produce brand assets, presentations and campaign content.
• Led brand expo and event activations across Melbourne, San Diego and London, designing booths, merchandise and onsite experiences while managing brand partnerships and working with external agencies and production companies to deliver cohesive, on-brand executions across all locations.
• Implements HubSpot, Asana and AI-enabled workflows to improve brand operations, content production and cross-functional delivery.

Led the creative evolution of one of Australasia's leading apparel brands through a period of international growth across New Zealand, Australia, the United States and the United Kingdom. Directed brand identity, creative systems, product communications and customer-facing materials across wholesale, retail, e-commerce and B2B channels. AS Colour's customer base was heavily B2B, including branding, merchandise, uniform, events, promotional product and print customers using apparel as a physical expression of their own brands, which required clear product storytelling, strong visual systems, practical sales tools and consistent brand presentation across multiple markets and use cases.

• Helped build AS Colour from a business with no formal brand system into a globally recognised apparel brand with consistent identity, guidelines, creative standards and rollout processes.
• Directed creative across product launches, seasonal campaigns, wholesale communications, retail assets, sales materials and digital content.
• Developed brand and product communications that helped B2B customers understand garment quality, fit, colour, decoration potential, sustainability and commercial use cases.
• Created and managed photography, campaign assets, catalogues, lookbooks, presentations, retail communications, website content and marketing collateral across physical and digital channels.
• Worked closely with product, sales, retail, warehouse, finance and leadership teams to align customer communications with operational realities and commercial priorities.
• Built brand guidelines and governance systems that supported consistent execution across global markets while allowing practical flexibility for different customer needs.
• Introduced digital asset management systems that improved access to approved creative assets, product imagery and brand resources across international teams.
• Supported website redevelopment and customer experience improvements, helping simplify product information, navigation and brand communication.
• Managed agencies, photographers and creative suppliers while maintaining a high standard of design quality and brand consistency.
• Redesigned the sponsorship process, reducing ad hoc requests by approximately 65 percent while improving brand fit, decision-making and internal efficiency.

Delivered branding, design, photography and production work for clients across hospitality, retail, tourism, commercial and cultural sectors. Worked across client briefs from concept through to production, balancing creative quality, practical delivery and commercial objectives.

• Developed brand identities, campaign concepts and marketing collateral for a broad range of clients.
• Produced commercial photography for advertising, hospitality, retail and promotional use.
• Designed brochures, catalogues, packaging, advertising, signage and branded communications.
• Managed multiple client projects simultaneously, working directly with stakeholders to interpret briefs and deliver creative solutions.
• Built strong foundations in client service, production management, presentation design and hands-on creative delivery.