Bamboo Land Nursery & Parklands is a hybrid e-commerce, tourism and retail business operating in a highly seasonal category. When I joined, the business had strong products and operational capability, but marketing activity lacked structure, attribution and a clear path from awareness to revenue.

This role was the business’s first dedicated marketing hire.

The Core Problems

When I stepped into the role, several challenges were evident:

Marketing activity existed, but there was no cohesive funnel
Revenue relied heavily on seasonal foot traffic and ad hoc promotions
Email marketing was underutilised as a commercial channel
There was limited visibility into what marketing activity was actually driving revenue
Demand generation and sales processes were disconnected

The Strategy

Rather than jumping straight into paid acquisition, the priority was to build a sustainable marketing foundation.

My approach focused on:

Establishing a clear end-to-end funnel before scaling spend
Turning owned channels (email, website, content) into revenue drivers
Aligning campaigns with production capacity and stock availability
Creating systems that could scale without daily owner involvement

This ensured growth was intentional, measurable and commercially aligned and required saying no to short-term promotional pressure in order to build long-term commercial capability.

Funnel Design & Systems

I designed and implemented a full marketing funnel:

Awareness

Brand repositioning and visual consistency
Content and campaign storytelling across digital and on-site touchpoints

Demand

Email capture and segmentation
Campaign-led demand generation aligned to seasonal production

Conversion

Optimised e-commerce listings and user experience
Campaign timing aligned to stock readiness

Retention

Welcome journeys, abandoned cart flows and ongoing email campaigns
Consistent post-purchase communication to drive repeat behaviour

Execution

This strategy was executed through:

Brand identity refinement and asset rollout
End-to-end email marketing systems
Campaign planning and execution
Website optimisation and content production
Event-based campaigns to support visitation
Reporting and attribution to track performance against revenue

Outcomes

Over a 15-month period:

Revenue increased by 32%
Marketing achieved an estimated 5.26x ROAS
Email marketing became a consistent driver of qualified demand
Revenue growth continued beyond the reporting period, indicating performance that outpaced broader economic conditions.

Importantly, these results were achieved before fully activating paid acquisition, leaving additional upside.

World Bamboo Day Event: From Concept to Success

Event Leadership: Spearheaded the creation and execution of the World Bamboo Day event within four weeks, driving significant local engagement and awareness.

Marketing Strategy: Developed a comprehensive marketing plan, including social media campaigns, email marketing, and a feature in Bundaberg Today. These efforts led to a 29% increase in sales.

Graphic Design & Copy Editing: Created visual and written content for digital and print media, contributing to the event’s success and professional branding.

Photography, Videography & Editing: Captured key moments of the event through photos and videos, producing a video summary that was shared on YouTube and Facebook. This strategy further engaged audiences post-event, boosting online interaction and reinforcing Bamboo Land’s presence in the community.

Community Engagement: Invited the Maryborough Urban Sketchers to participate in the event, fostering greater interaction and community involvement.

Visitor Experience: Despite most food truck vendors being booked, I successfully secured Hooly’s Hotbox through persistence, which was a hit and sold out, enhancing the event and encouraging longer visitor stays.

View blog post on Bamboo Land website here.

Enhancing Visitor Experience

Interactive Park Map Design: Designed a custom park map with two suggested walking trails, providing visitors with an enhanced and guided experience of Bamboo Land's natural beauty

Multimedia Production: Captured and edited photos and videos of events, plant species and the parklands, creating engaging content that was shared across platforms to increase visibility.

Blog & Website Content: Authored a detailed event recap blog post, informational plant blog posts and more to further boosting online traffic and community interest.