Sea to Summit

CASE STUDY: Go-To-Market FY 25 & 26

I’ve always believed the best outdoor gear isn’t just designed — it’s earned.

Working in Brand Marketing at Sea to Summit has given me the chance to help shape the stories, strategies, and product launches that connect people with the equipment they trust on their adventures. In FY25 and FY26, I played a key role in bringing our go-to-market strategy to life, partnering across teams to turn consumer insights, brand platforms, and product innovations into campaigns that feel authentic, purposeful, and genuinely helpful for the people we serve.

View ‘26  Example Global Tool Kit

View ‘25 GTM Plan

View ‘25 Marketing Calendar with Trackable KPIs

My Role

  • Developed and refined messaging frameworks for FY25 and FY26 brand and category campaigns

  • Supported the creation of GTM toolkits used by regional marketing and retail partners

  • Shaped the “Tested by Australia” brand platform rollout and asset suite

  • Partnered with product teams to translate innovation into consumer-ready narratives

  • Worked closely with sales, training, and e-commerce teams to ensure alignment across all activation points

  • Managed cross-channel execution: paid, retail, PR, ambassadors, and social

  • Contributed to the FY25 & FY26 market calendar and launch timelines

  • Ensured consistent brand identity across global markets

Key Skills Demonstrated

  • Go-to-market strategy development

  • Cross-functional campaign planning

  • Brand storytelling & messaging architecture

  • Consumer insights translation

  • Asset toolkit development

  • Retail + e-commerce alignment

  • Global brand consistency

  • Project & timeline management.

Results & Impact

  • Strengthened global brand consistency by rolling out a unified “Tested by Australia” platform used across all regions and channels

  • Improved campaign clarity with refined messaging frameworks adopted by product, retail, and creative teams

  • Enhanced retailer execution through complete, easy-to-use GTM toolkits (assets, copy, timelines, in-store guidance)

  • Boosted product storytelling for high-priority categories like Air Mats and Camp Kitchen, improving consumer understanding at retail and online

  • Supported smoother global launches by aligning product, sales, creative, and training teams around a shared calendar and asset roadmap

  • Increased staff advocacy and product fluency through improved training materials for ENDVR, ExpertVoice, and in-store staff programs

  • Delivered more cohesive multi-channel activation plans, connecting paid media, PR, ambassadors, and retail touchpoints

  • Established repeatable templates and processes that improved team efficiency and reduced friction in content creation across the season

  • Strengthened the foundation for long-term category growth by elevating brand presence, retail visibility, and messaging cohesion