Marketing is about relationships.
Twenty years inside one of Australia's most recognised specialist 4WD brands. The whole marketing stack, built and run in-house.
Berrima Diesel Service, the long view.
For over 20 years I have led marketing for Berrima Diesel Service, a family business about 100km south of Sydney that is recognised worldwide in the 4WD community as the original diesel gurus. Over 65 years of combined diesel expertise sits behind the brand, with the workshop having been featured in Overlander, 4x4 Australia, Caravan World, Truck, and on TV.
The role is end-to-end. Brand strategy, website development, social media, content marketing, packaging, customer communications, press relations, and the practical day-to-day of keeping the marketing function humming in a small, busy specialist business. Every part has been built and managed in-house.
What makes this combination unusual is the blend of a formal degree in social marketing and behaviour change with two decades of practical execution in a niche industrial market. Academic rigour meets the reality of small business: limited time, clear ROI, real customer relationships.
Visit Berrima DieselDisciplines
In the press
- Overlander Magazine
- 4x4 Australia
- Caravan World
- Truck
- National television coverage
Approach
The unifying idea: marketing is about relationships, not noise. In a specialist business with a global reputation, every customer interaction compounds, and the work is less about volume than about getting each touchpoint right. Customer trust is the actual product; the rest is logistics around it.
Social marketing as a discipline frames this nicely. Borrowed from public health and behaviour change, it puts the audience and their context first, then designs interventions (read: campaigns) that move people. That is the lens I apply, whether to a Facebook post or a fifteen-year brand arc.
- Tenure20+ years, ongoing
- Org typeSpecialist family business, NSW
- ChannelsDigital, social, print, TV, in-store
- TrainingB.Psych.Sci. (Social Marketing Major), UoW 2019
- RecognitionWorldwide 4WD community reputation