Adrian Duff

Global sustainable packaging business operating across B2B, DTC, eCommerce, product, production and sustainability communications. Leads brand strategy, marketing communications, customer experience and brand governance, embedding clear messaging and scalable systems across product, sales, platform, production and marketing teams.

• Leads the development and delivery of brand and marketing communications across customer touchpoints, including product launches, lifecycle activity, sustainability messaging, website content, customer onboarding and campaign assets.
• Redeveloped brand guidelines and messaging systems to improve consistency, quality and clarity across digital, sales, product and customer communications.
• Partners with product, production, sales, platform and customer experience teams to translate technical, commercial and sustainability information into clear customer-facing messages.
• Developed customer insight inputs including ICP work, journey mapping, VoC review, CSAT/NPS analysis and website behaviour review to guide messaging, content and experience improvements.
• Created automated digital customer onboarding communications for a new B2B portal, helping existing customers understand the platform and adopt new ways of working.
• Manages agency and partner relationships across New Zealand, Vancouver and New York, balancing creative quality, stakeholder input, timelines and delivery standards.
• Implemented workflow and asset systems across HubSpot, Asana and DAM platforms to support stronger campaign coordination, approvals and brand governance.
• Leads and supports a small team of six direct reports, building capability across brand, creative, content, digital and marketing delivery.
• Manages TikTok and Instagram activity across a combined audience of more than 1m followers, with support from a marketing coordinator across UGC and brand partnership pipelines.
• Collaborates with legal and leadership stakeholders on trademark, brand protection and risk considerations.

Global apparel business with significant B2B trade and DTC retail/eCommerce channels across New Zealand, Australia, the United States and the United Kingdom. Directed brand governance, creative leadership, digital experience and customer communications through a period of international growth, building the systems, standards and content structures required to scale with consistency.

• Built AS Colour's brand system from no formal framework into a global identity, guidelines and governance model used across digital, retail, wholesale, product, sales and internal communications.
• Led customer-facing communications across B2B and DTC channels, including product content, website editorial, sales enablement, sustainability messaging, POS, retail activity and launch communications.
• Supported global expansion across New Zealand, Australia, the United States and the United Kingdom by creating scalable brand standards and rollout systems.
• Led website redevelopment and ongoing digital experience review, establishing monthly homepage and high-traffic page checks to improve usability, content quality and brand consistency.
• Translated complex sustainability, production and product information into clearer customer and sales communications.
• Managed annual event, retail activation and tradeshow activity, coordinating creative, production, budgets, timelines and stakeholder expectations.
• Ran social channels and wrote website editorial content, ensuring AS Colour's tone and product storytelling remained consistent across channels.
• Implemented DAM and asset management systems to improve access, version control and governance for global teams.
• Worked closely with warehouse, sales, finance, retail, digital and leadership teams to align customer communications with operational and commercial needs.
• Built and led a team of five direct reports, supporting creative capability, workflow structure and delivery standards.
• Redesigned the sponsorship request process, reducing ad-hoc requests by approximately 65% and creating a clearer, more manageable decision framework.

Full-service agency environment across brand, design, photography, production, account management and client delivery.

• Delivered brand, campaign, design and photographic work for a range of client sectors.
• Managed client relationships, creative production, timelines and delivery expectations from concept through to final output.
• Built a strong agency-side foundation in creative quality, stakeholder communication, production detail and commercial delivery.