Selected work across brand, growth and customer engagement.
These projects show how I think about marketing in practice: finding the real customer barrier, shaping a clear strategy and turning it into work that can move behaviour.
Most of the examples come from banking and financial services, where trust matters, decisions take time and the work has to balance brand, commercial outcomes and customer confidence.
Heartland Bank Australia brought me in to establish and build its marketing function. One of the first major pieces of work was Turn Someday into Today, a new brand platform that reframed reverse mortgages around choice, confidence and the life older Australians wanted to live. I developed the strategy and original creative concept, then led the campaign through creative, media, digital, customer communications and employee engagement. The work was named a national finalist in the Marketing Strategy category at the 2026 AMI Marketing Excellence Awards.
Matt Farnham
Reframed closed membership from a barrier into an eligibility-led advantage, reducing cost per lead by 150%
Matt Farnham
Behavioural incentive campaign that increased active deposit behaviour by 46.5% during the campaign and continued growing after the incentive ended.
Matt Farnham
Brand revitalisation campaign that lifted website traffic by 48%, increased new visitors by 76%, and helped exceed new user and lending lead targets.
Matt Farnham
Matt Farnham