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A collection of strategic marketing initiatives and successful campaigns I've led. Each project demonstrates my approach to combining strategic planning with practical execution to deliver measurable results.
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Industry: Medical / Healthcare
Challenge: Healthcare brand selling blister prevention products needed to scale digital sales in a highly competitive consumer space where established players dominated search and shopping results.
Solution: Led a full-funnel Google Ads program (Search, Display, Shopping) combined with SEO and email marketing. Through structured A/B testing, strategic audience segmentation, and continuous bid optimisation, transformed the client's digital channel from supplementary to primary revenue driver.
Industry: B2B Technology
Challenge: Tech company in critical growth phase needed to accelerate enterprise pipeline during market expansion.
Solution: Implemented account-based marketing strategy targeting high-value enterprise prospects. Integrated HubSpot for seamless marketing-to-sales handoff.
Pipeline Growth
Industry: Medical Cannabis / Healthcare
Challenge: Beacon Medical Australia (subsidiary of VIVO Cannabis) needed to launch into the Australian market with limited brand visibility, strict TGA advertising restrictions and three distinct audience segments — patients, practitioners and pharmacists.
Solution: Developed a holistic foundational marketing strategy including persona development, TGA-compliant digital platform design, HubSpot CRM integration for lead generation, gated information hubs for each target audience, and multi-channel cold outreach campaigns to drive practitioner adoption.
Industry: Primary Healthcare / Life Sciences
Challenge: Point of Care Diagnostics needed to launch the microINR analyser into a market dominated by Roche Diagnostics — a global enterprise with deep pockets and a large field salesforce.
Solution: Devised an integrated marketing campaign targeting healthcare professionals via SEO, search advertising, educational content, cold outreach to 6,000 GP surgeries, email automation and clinical sales collateral.
"Fluidic set the microINR up for success and delivered a huge return on investment for POCD." - Rupert Haines, Director
End-to-end repositioning from IT/MSP services into a specialist data and application architecture firm, with complete rebrand and go-to-market execution.
Industry: Data & Application Architecture
Challenge: A Sydney-based IT/MSP company required a complete refresh to differentiate itself from competitors — including rebrand and new go-to-market strategy to reach a more sophisticated buyer profile.
Solution: Delivered a full rebrand and repositioning as a specialist data and application architecture firm, then built and executed the GTM strategy end-to-end: Webflow website design and build, HubSpot CRM setup and team training, community building, sponsored event support, ABM outreach, list building, and demand generation across LinkedIn and Google Ads — with ongoing support.
DR JULIAN HOOPER
