Phocas Software is a PE-backed B2B SaaS company helping wholesalers, distributors and manufacturers turn their ERP data into faster, smarter decisions. As Head of Brand, Communications and Content, I led the brand function through three years of scale — building the strategy, the team, the systems and the content engine that drove measurable commercial growth.
The brand and narrative
I led a global rebrand and developed a unified strategic narrative and messaging playbook now embedded across the entire business — from sales decks and website to onboarding and partner channels. Working closely with product, sales and executive leadership, I repositioned Phocas in a crowded market and sharpened the story that sales tells every day.
The content engine
I built and ran a high-performing in-house content operation — governing a library of 1,400+ assets across nine content types, including 505 blog posts, ebooks, case studies, datasheets, video, webinars and sales enablement. The content system generated a pipeline of 4,871 MQL contacts, with individual assets driving significant qualified lead volume — the top performing ebook alone generated 88 MQL first-touches in a single year.
The team
I led a team of four across creative, content, communications and production — operating globally across Australia, the US and the UK. I implemented the operating systems, workflow standards and tooling that allowed a small team to punch well above its weight.
AI-led operations
I built Phocas's internal AI tooling infrastructure from the ground up — designing and deploying a suite of brand AI skills, an AI workflow roadmap across nine categories, and a company-wide rollout that made AI-assisted content production standard practice for the team. This is work I'm proud of and that I believe represents the future of how brand and content functions operate.
Working closely with our executive, product, sales and marketing teams, I led a global rebrand that repositioned Phocas in a crowded market. I sharpened our message, overhauled our visual identity and launched a full strategic narrative and messaging playbook now embedded across the business — from sales decks to social to internal onboarding.
I also built and led our in-house creative and content team, scaling both the quality and output of what we delivered. Together, we developed a content strategy that consistently exceeded organic lead gen targets, increased brand awareness in key regions and supported major events and strategic ERP partnerships around the world.
I’m especially proud of how we brought structure and speed to the brand engine — from implementing a centralised content hub with thousands of assets, to rolling out collaborative workflows that helped the team do their best work.
Above all, I believe in brand as a driver of growth — and I’ve loved helping make that belief real at Phocas.
