Project · Agency ·
Regional Digital Agency
Digital Director role leading digital marketing, analytics, and technology initiatives across teams in the Middle East and Australia. This involved managing cross-cultural teams, adapting strategies for different market conditions, and building standardised frameworks that could be localised for each region. Guided clients through major marketing transformation projects, digital adoption programs, and performance measurement frameworks. Developed team capabilities through structured upskilling programs, mentoring junior staff, and creating internal knowledge bases for MarTech systems and processes.
Same framework, different market, every time.
The situation
Digital Director across agency teams in the Middle East and Australia, responsible for digital marketing, analytics and technology. Two regions, different market conditions, different client expectations, and teams who had developed their own ways of working in isolation from each other.
The constraint
Standardising across markets usually fails in one of two ways: the framework is so rigid it does not fit local conditions, or so loose it is not a framework. The work was building something consistent enough to be a shared playbook and adaptable enough that each region could localise it without breaking it.
What changed
Both regions worked to one framework with local adaptation, and capability stopped depending on who happened to be in the room. Structured upskilling, mentoring and internal knowledge bases for MarTech systems meant the approach survived staff changes, which is the part most agency process work never reaches.