Growth through
market orientation .

Oliver JP Osborne .

Growth through
market orientation .

Oliver JP Osborne .

WHAT I DO .

I specialise in building meaningful marketing strategies for growing businesses.

I have worked with such vibrant global brands as W-Hotels, Samsung, Absolut Vodka, So Sofitel, Ultra Music Festival, FiiT, and TopShop.

I have also worked with many smaller businesses to understand their markets, and equip them with more clarity and control over their marketing efforts.

I take a very hands-on approach, and like to work in person with my clients whenever possible.

CLIENTS .

I work hand in hand with clients across multiple parts of their businesses from marketing strategy to talent acquisition roadmaps.

Highlights.

W Hotels .

Communications Planning

Even big successful brands can struggle when entering new territories. W’s entry to Singapore had come with lacklustre attendance at their events.

At a strategic level, W-Hotels uses events to bring people on site who might otherwise not. The data shows that people who have attended an event are more likely to book rooms, visit the F&B outlets, and use their other facilities.

I worked with them to move from a PR and organic social only comms plan, to a suite of paid social ads with detailed targeting, while leveraging musical talent in an influencer capacity..

This drove event attendance up by 40%.

Archive Hospitality.

  • Management Consulting
  • Human Resources

Archive Hospitality was transitioning from being supported by a 3rd party management company, to being fully managed in house.

I worked with leadership to distill and articulate company values, and build out SOPs and the tech-stack for the entire recruitment funnel as far as the onbaording process.

By embedding the values, and thus expectations, across every touchpoint in the talent acquisition funnel, both performance and work satisfaction improved (evidenced by the eNPS scores).

I also built out a group interview process to deliver high volumes of new hires when needed.

YOJEE (ASK: YOJ).

  • Marketing Strategy
  • Product Marketing

My time in-office with Yojee saw us implement the company’s first formal customer insights process.

I also worked to drill down CAC, and drive up the leads coming into the sales teams.

At the same time I worked closely with the leadership team to build out bespoke projects for enterprise prospects.

During my tenure, Yojee sign three of the world’s top ten freight forwarders, and doubled its share price.

So Sofitel.

  • Event Production
  • Marketing

My work struck on the strategic insight that music events in Singapore at the time were either on the beach in the daytime, or downtown at night.

I worked with So Sofitel for more than four years to capitalise on this white-space by delivering upscale music events at their CBD properties rooftop pool bar.

These events drove 3x revenue through that F&B unit, and had a halo effect that translated into higher-opccupancy, and better ADRs year round.

THE ANATOMY OF MARKETING.

RESIST THE TEMPTATION TO SPEND ANY TIME ON TACTICS UNTIL YOU HAVE COMPLETED YOUR DIAGNOSIS AND STRATEGY.

DIAGNOSIS

Market Research

What the market actually cares about

Competitor Research

What you look like in context

Internal Research

Historical results, brand story

Macroeconomics & Culture

The backdrop for your play

Segmentation

A meaningful map of the market

STRATEGY

Targeting

Working out the best customers

Positioning

What customers associate with you

Objectives

A small number of SMART objectives

TACTICS

Distribution

Getting product to customers

Pricing

Deliberate pricing insights

Product

The nature of your delivery

Communications

How you communicate

LET'S TALK.

Want to have a chat about your business

GET'S GO!

Marketing strategy
Launch a company
Event production
Management consulting

INSIGHTS.

Resources for busy people

VIEW ALL
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