Case Studies

RaD Car Hire (Franchise Network Marketing)

​Driving Scale & Digital Strategy for RaD Car Hire
As the contract Marketing Manager for the RaD Car Hire network across New Zealand and Australia, Angela led the comprehensive digital marketing footprint for this 30-year-old franchised brand. Following its landmark transition from Rent a Dent, the focus was centered on modernizing the brand’s digital infrastructure, scaling revenue, and securing market share in a highly competitive online marketplace.

• The Core Strategy: End-to-end management of targeted PPC (Pay-Per-Click) campaigns, continuous search engine optimization (SEO/SEM), coordinated eDM frameworks, and robust website performance tracking.
• The Result: Consistent, measurable growth in online bookings, a highly scalable multi-location digital presence, and a resilient brand reputation that effectively captures regional travel demand.

Harrison Lane (Boutique Brand Architecture)

Launching and Scaling a Niche Brand: Harrison Lane
Carving out a premium niche in a specialist industry requires a sharp mix of consumer trust and elite brand positioning. Angela spearheaded the end-to-end marketing strategy for Harrison Lane—specialists in high-end equestrian facilities—from initial concept development through its first eight years of rapid business growth and award-winning industry success.

• The Core Strategy: Directed the initial identity design and logo creation, built the brand's digital footprint across web and social channels, managed targeted industry print campaigns, and executed large-scale trade show displays.
• The Result: Established Harrison Lane as the definitive premium authority in their sector, successfully driving high-value client acquisition before smoothly transitioning the marketing ecosystem to a permanent internal resource.

Epsom Automotive (Small Business Optimization)

Maximizing ROI: Local Marketing Strategy for Epsom Automotive
Managing a highly efficient, small-scale marketing budget means being exceptionally deliberate with chosen media, minimizing creative overheads, and ruthlessly measuring results. Partnering with Epsom Automotive in Auckland, Angela developed a sustainable, localized marketing framework built heavily on customer retention and word-of-mouth amplification.

• The Core Strategy: Executed a clean visual brand refresh across on-site signage, digital touchpoints, and physical stationery. Introduced automated, mobile-optimized customer service reminders, targeted local SEO strategies, and highly consistent customer newsletters.
• The Result: Transformed a localized auto repair workshop into a standout neighborhood brand with an incredibly loyal recurring customer base, proving that a targeted marketing strategy can make a modest budget go a remarkably long way.

Omega Rental Cars (Scale, E-Commerce & High-Conversion Strategy)

Scaling One of New Zealand’s Largest Independent Rental Networks: Omega Rental Cars
Operating in a fiercely competitive, price-sensitive online marketplace requires more than a great fleet - it demands a flawless digital ecosystem and continuous conversion optimization. Stepping into the contract Marketing Manager role for Omega Rental Cars in 2012, Angela directed the brand's national marketing architecture for over a decade, building new business streams and maximizing returns from existing international and domestic travel markets.

• The Core Strategy: Orchestrated sophisticated social media deployment, high-yield eDM automation, localized web offers, and high-performing partnership channels. Partnered closely with digital agencies to demystify complex SEO frameworks and deploy precision Pay-Per-Click (PPC) paid search campaigns that kept Omega dominant at the very top of Google Search.
• The Result: Consistently maintained exceptionally high user conversion rates, built a massive community of loyal repeat customers, and successfully grew the independent brand's footprint up to and seamlessly through its acquisition by the Index Tourism Group.

LyLo Road Trips (End-to-End Product Creation & Project Execution)

End-to-End Creation & Launch of LyLo Road Trips
Taking a highly creative, multi-layered travel concept and successfully turning it into a live, scalable commercial asset requires meticulous planning and tight operational discipline. For LyLo Road Trips, Angela stepped in to manage the comprehensive, end-to-end product creation and launch of their boutique campervan offering, keeping the entire lifecycle strictly within agreed budget and timeline parameters.

• The Core Strategy: Coordinated the physical development and manufacturing flow of the campervan fleet alongside build teams. Simultaneously engineered the operational framework—integrating the Property Management System (PMS), mapping the automated customer communications funnel, and onboarding key tourism distribution agents and partners.
• The Result: Designed and documented the company’s internal Standard Operating Procedures (SOPs) before executing a seamless training handover to a permanent internal team. The project launched smoothly on time and on budget, establishing a highly efficient, self-sustaining tourism product for the LyLo brand.

LyLo Christchurch & Queenstown (Commercial Property Rebrand & Fitout)

Executing the Multi-Property Hospitality Rebrand for LyLo
Successfully transitioning operating commercial properties into a vibrant new brand ecosystem demands a project manager who can seamlessly bridge physical construction with digital and cultural transformations. Following the successful launch of LyLo Auckland, Angela directed the comprehensive, dual-location rebrand and partial physical refurbishment of Jucy Snooze Christchurch and Jucy Snooze Queenstown into the award-winning LyLo brand.

• Physical Fitout & Refurbishment: Managed the partial refit of key interior components, including a precise colour-change repaint of the brand’s signature innovative accommodation pods. Coordinated the installation of bespoke self-check-in reception desks, sustainable decorative cork wall finishes to match the flagship Auckland aesthetic, custom external and internal signage, and the iconic ‘Say Hi to LyLo’ reception neon fixtures. Facilitated on-site logistics for commissioned bespoke feature murals by renowned artist Flox.
• Digital & Operational Migration: Led the backend technical switchover of both properties to the main LyLo e-commerce platform and overhauled the entire automated customer communications flow to align with the new brand voice.
• Cultural Realignment: Partnered closely with the internal People & Culture team to execute a complete frontline service transition. This included launching new staff uniforms and managing the training framework required to embed the signature, elevated LyLo customer service culture across the South Island teams.
• The Result: Delivered a highly complex, multi-regional hospitality conversion smoothly on time, and on budget, resulting in a cohesive national brand footprint with fully aligned physical, digital, and operational standards.

Tim shared some great news with us about you managing to deliver the LyLo rebrand at $65k under budget! This is an exceptional result and I know it would not have been easy to do.  Really appreciate your efforts and thanks so much."

Jane Hastings, Chief Executive Officer at EVT  (Owners of LyLo, Rydges & QT Hotels)