Portfolio of
KATE Radley
Brand Strategist, System Architect.
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DATA
Meets
DESIGN
Hi There
I'm Kate
A brand strategist and
system architect, with a
background in marketing and
A decade of experience across
multiple creative disciplines.
Marketing
01
Lifecycle marketing and retention
Performance marketing and optimisation
Budgeting, forecasting and KPI setting
Campaign strategy and execution
Marketing
01
I wanted to understand what happened after someone saw the ad I made, what made them care, click, and convert. Over time I learnt how to manage budgets, lead teams, and tie creative to performance. I know how to brief, delegate, and give people what they need to do their best work, and when to jump in.
Digital
Operations
02
System architecture and integration
Data integrity and attribution clarity
Automation logic and workflow design
Reporting and performance visibility
Digital
Operations
02
I like fixing things. I love data for its inarguable truth and clarity. I want the full picture. To follow the journey from first click to closed sale, see where people drop off, to understand what to fix first, and what to do more of.
UI/UX Design
User flows
and journey mapping
Wireframes
and prototyping
Conversion design
and CRO
Content structure
and UX writing
03
I fell into UI and UX when I realised I cared just as much about how people used things as how they looked. I started digging into user flows, tracking, and optimisation. That curiosity led me deeper into marketing and product design.
Graphic Design
Print Design
and production
Typography
and colour theory
Brand identity
and visual systems
Digital design
for all touchpoints
04
This career trajectory started in a print shop in 2016. Long train rides, lots of crop marks. I learned everything about print production before moving into real graphic design.
Visual Media
Photography
and editing
Videography
and art direction
Animation
and motion graphics
3D rendering
and basic modelling
05
My mum was a photographer. When I was ten, she handed down her old DSLR, then eventually her prized 35mm. She taught me framing, lighting, and storytelling before I knew what I was learning. I’ve been chasing the feeling of capturing emotion ever since.
More on request
Before that
Head of Marketing
Built the team, strategy, and performance foundations from scratch. Managed budgets, KPI setting, reporting, hiring, creative, and campaigns across paid, organic, CRM, and brand.
Led a full rebrand to shift perception in a mistrusted industry. Replaced stock content and salesy messaging with real-client storytelling, community-building, and a visual identity that made people proud to share their journey. Brand sentiment lifted internally and externally, lead quality improved, and the business grew.
Managed multi-million dollar budgets, bridged marketing, sales, ops and tech. Identified key system gaps and laid the foundation for the system architecture overhaul I would later lead. The team I built remains in place today, still growing the brand and the business.
80% Reduction in Cpl
$1M+ saved annually
50% Increase in Lead volume
Twenty Two
Head of Brand and Digital Operations
Migrated the business off Salesforce and rebuilt system architecture with HubSpot as the core CRM, integrating it with Zenoti, Podium, and Shopify to centralise data, automate lead management, and give every team visibility over the client journey.
Mapped the full end-to-end experience from ad click through to consultation, procedure, follow-up and reorder. Cleaned and restructured thousands of records, rebuilt lifecycle stages, and created automated workflows to manage leads, bookings, no-shows, and re-engagement.
Connected disconnected platforms and filled process gaps. Identified and fixed attribution issues, automated lead tagging and assignment, and redesigned pipelines to reflect real workflows for transplant, non-surgical and telehealth clients.
Trained teams on how to use the system, created internal documentation, and set up reporting dashboards that showed what was actually working. Reduced tech costs, removed manual work, and gave the business reliable performance visibility.
Gro Clinics
Twenty Four
Head of Branding, Marketing and Advertising
Headhunted to launch a new division inside a national aesthetics business, while also identifying and resolving critical issues across the broader marketing and operations ecosystem.
Successfully drove major performance improvements in a regulated health business through data clarity, smarter strategy, and system optimisation.
-55% CPB
2.1x booking efficiency
#2 Google Rank
Hair & Skin Science
Twenty Five
Aug 21
Oct 22
Senior Designer
Gro Clinics
Mar 21
Feb 22
UI/UX Designer, eComm
Swanky (Shopify Plus Agency)
Feb 20
Mar 21
Graphic Designer
NAK Hair
55% reduction in CPB with no drop in booking volume
2.1x increase in booking efficiency through improved tracking, data clarity and targeted creative
#2 Google rank after SEO-led redesign, surpassing long-standing competitors
Gro operates three verticals: Clinics, eComm, and Telehealth. No single platform could handle it all with the constraints in play, so we ended up with four CRMs that had to work together.
Salesforce was overcomplicated, expensive, and poorly implemented. A lead might touch six different teams before it became a deal, if one person dropped the ball, the system failed, the lead went missing, it threw off reporting and no one knew.
In my two years leading the Marketing team at Gro, we successfully
-
Reduced CPL by over 80%
-
Grew lead volume 50% without increasing spend
-
Cut agency reliance and rebuilt the team in-house. 4 of 5 are still there, including the new Head of Marketing, who I originally hired for social and later set up as my succession plan, he successfully leads the team today.
Once I could show everyone how it should work, we had to make it actually work. By connecting Zenoti, Podium, Shopify, and HubSpot using webhooks, APIs, and custom logic the full build was done in under 6 months, for less than 10% of Salesforce’ annual fees.
Once the data was flowing, I rebuilt pipelines to reflect real client journeys. Each service type got its own stages and logic. Marketing could now trigger hyper personalised messages or tasks based on real behaviour, like sales getting a ping if someone opened their quote email 37 times.
To build a working system I had to understand exactly how the system needed to work. I sat with every role, in every clinic (even over in NZ), watched, listened and asked staff what sucked about their job. I mapped what actually needed to happen across sales, reception, medical, accounts, ops, customer success, marketing and tech in order for a service or product to be delivered.
I documented every touchpoint, handover process, edge case, and was able to zoom out and see where the roles interconnected, where the gaps were and where we could automate. It was fucked complex.
Gro clients, team & I at rebrand shoot
Gro content and my face! Shot by WÜLFE
The most amazing thing about Kate’s leadership style is, unlike most task-oriented people, that she has a great balance between head and heart. She can think and feel. Everyone sees and feels that Kate truly cares, and I believe that has made her team one of the highest performing teams at Gro.
Mikko M.
Founder and CEO, Gro
Kate is an astute and dedicated marketing professional, the driving force for long term success. It’s a pleasure working on a leadership team with Kate, her expertise and ability to identify the requirements of the business is excellent. Kate effectively leads her marketing team, providing strong leadership and guidance.
Nina P.
Head of People and Culture, Gro
Working with Kate was one of the most formative experiences of my career. She had this incredible ability to leave you in awe with her thinking. Sharp, strategic, and always a few steps ahead. I learned more in my time working under her leadership than I ever expected, not just about marketing or business, but about resilience, clarity, and staying focused on the bigger picture.
Todd H.
Part 1 of 4
Kate didn’t just lead; she built. She gave me the space and confidence to step up and lead too, not just my own work, but the direction of the team, the culture, and the foundation we were creating at Gro. She empowered me without ever needing to say it out loud. Her trust and support were constant.
Todd H.
Part 2 of 4
Her drive to get hands-on across every part of the business was infectious, and her ideas? Truly next level. There were so many times I’d sit there wondering how did she even come up with that? She’s the most in-tune and focused person I’ve ever worked with, always pushing for impact, always thinking about how we make a difference not just noise.
Todd H.
Part 3 of 4
When she eventually moved on, it left a huge gap, professionally and personally. But the mark she left on the team and on me meant we were ready. Without realising it, she had built a team that could stand strong without her, and that’s a true sign of a great leader.Any business would be lucky to have Kate. She’s the kind of person that doesn’t just inspire, she transforms.
Todd H.
Part 4 of 4
So we’re almost at the end.
I'm glad you made it this far.
Everything on and including
this site was captured,
edited, or designed by me
unless I’m in the frame.
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I’d love to hear about it.
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2025 by Kate Radley