By Ninja

Together, different.

At By Ninja, I connect good people doing good things in businesses with good customers, and help them grow through strategic and thoughtful experiences. 

I don't just think outside the box, I fold the box into a paper crane. 

Our teams are brought together on a project basis to deliver exceptional creative outcomes. This keeps us agile, lean and efficient, while staying true to the outcome. We have delivered award-winning creative for startups, small businesses, state governments, and local and international beauty brands.

Visit our website to learn more👇
www.byninja.com.au

Creative Overlord

Freelance Graphic Designer

Design Ninjas

Design Ninjas is a subscription-based design service that brings lightning-fast creativity to the forefront. 

No frills, just skills.
After years of working alongside marketers, brand managers, co-designers, and agencies, I uncovered a common challenge – the need for high-quality design that's accessible and efficient. We believe that exceptional design should be within reach for everyone, and Design Ninjas is here to make it happen.

Check out the website to learn more👇
www.designninjas.au

Founder

Communify 

As a member of the Communications Committee I advise and support the Communify team on the strategy and execution of their marketing and communications plan.

Communify Queensland is an established community organisation providing a diverse range of services, from early childhood, mental health services to aged and disability services, including day respite and aged care packages. As one of Brisbane's largest and most active charities, Communify supports the community on all sides.

Communications Committee Member

Focused Marketing Solutions Pty Ltd

Lead Designer

QinetiQ Australia

Achievements:
QLD PICA Gold Award for the Flipper Book
National PICA Silver Award for the Flipper Book

Graphic Designer

Ashdown-Ingram

Assistant Senior Graphic Designer

Salton Group

Achievements:
Design of product which rated GfK top 10 for more than 5 months running
Developed a processes and training guide for New Product Development processes
Introduced a graphics brief system which reduced draft re-work by more than 50%.

Australian Department of Defence; and HTR Engineering and IT Professional Services

As a contractor to the Australian Department of Defence, I was responsible for the development and amendment of technical illustrations for a number of high priority projects. This position required me to obtain a Defence clearance at RESTRICTED level.

Technical Illustrator - contractor

RSEA Pty Ltd

Boeing Defence Australia

This position required me to obtain a Defence clearance at SECRET level.

Junior Graphic Designer

This position required me to obtain a Defence clearance at SECRET level.

Achievements:
Selected to participate in the Boeing Leadership Development Program
Finalist in the 2006 Boeing Young Leader Award
Nominated and short-listed for the 2006 Queensland Training Awards.

Technical Illustrator

For years I worked in the creative industry, delivering multi-million dollar projects for design houses that fell short on delivering value and ingenuity for their brands.

I found myself seeking more from an industry that offered low prospects for designers and brands alike — something that was creatively challenging, but also impactful. I had reached a turning point.

I freelanced as a designer while pursuing a mechanical engineering degree. A real change occurred when I began working with brands that shared my values, and that experience led to a profound transformation.

From this journey, By Ninja was born — a brand studio that differentiates itself through a deep commitment to customer intimacy and innovation.

We create meaningful impact, aligned to the values of the brands we work with. Our approach has earned us a reputation for excellence, exemplified by high retention and professional accolades.

Now, I empower beauty brands to craft unforgettable experiences that drive growth, through conscious branding and product design. 

We take your product idea from concept to consumer; crafting brand, design and packaging experiences for the conscious consumer. 

Our clients and their results are testament to our approach:

𝐀𝐧𝐠𝐞𝐥𝐚 𝐂𝐚𝐠𝐥𝐢𝐚
👉 Cell Forté Serum Violet Grey top seller, selling out 3 times in 2 months. 
👉 BFCM D2C sales soared by 300%, with a 60% repurchase rate.

𝐑𝐄-𝐃𝐎𝐗 𝐒𝐤𝐢𝐧 𝐋𝐚𝐛
“Kathleen has an amazing ability to understand your needs and vision for your brand and translate that into a brand and product that exceed your expectations.”

𝐋𝐔𝐗𝐄 𝐁𝐨𝐭𝐚𝐧𝐢𝐜𝐬
“They transformed not only our branding but also our brand voice and digital presence in such a way that our business has grown in triple digits since the start of the partnership.”
👉 Doubled traffic and checkout value.
👉 Increased customer retention.
👉 Triple-digit growth in 9 months.

𝐂𝐚𝐩𝐭𝐚𝐢𝐧 𝐁𝐥𝐚𝐧𝐤𝐞𝐧𝐬𝐡𝐢𝐩
👉 Featured in Vanity Fair and Beauty Independent for branding and sustainability.
👉 Reduced transport emissions by up to 90%.
👉 Increased D2C sales by 65% within 12 months.

𝐖𝐢𝐥𝐝𝐞
👉 Reduced carbon footprint by 24%.
👉 Diverted >1 tonne of plastic from landfill.

𝐃𝐞𝐬𝐞𝐫𝐭 𝐈𝐬𝐥𝐚𝐧𝐝 𝐄𝐬𝐬𝐞𝐧𝐭𝐢𝐚𝐥𝐬
👉 Minimised start-up costs.
👉 Mitigated product breakage.
👉 Eliminated ~0.3kg of carbon emissions per product.


Interested in working with me and my team:
🌟 Bespoke Branding & Product Design - www.byninja.com.au
⭐ Unlimited Graphic Design Support - www.designninjas.au 

Reach out to me kathleen@byninja.com.au

Kathleen Casford

Jasnor (Australia) Pty Ltd

Jasnor is an award winning industry - leading toy and gift supplier with exclusive distribution rights to an enviable portfolio of licensed, bespoke and custom brands.

Lead and support the overall sales function of the business with direct responsibility for some of our key customers including David Jones, Myer, Target, Woolworths, Toyworld, Dymocks and others.

National Sales Manager

Hiro Brands Ltd

Hiro is one of Australia's leading manufacturers and distributors for Australian made "better for the planet and better for consumers" personal care, skin and colour cosmetics, topical treatments and household cleaning products.

Hiro's wide portfolio of consumer home care brands includes Aware Sensitive, Organic Choice, Trix, Orange Power, Stain Magic and Actizyme. Our consumer brands include MUD, Ulta 3, Billy Goat, Fluerique, Windsor, AustMediCo, Medi-Manager and beauty accessory brands Body Tools and OZKO eye wear. Hiro is also a proud Australian distributor for essence colour cosmetics, Simpkins, Mason Pearson, Growth Bomb and Mr.Bright.

National Account Manager

My Perfect Cosmetics

GM Sales & Operations

SodaKING Australia

Sales Director

Brand Developers Limited

Brand Developers is the largest Direct Response company in Australia & New Zealand with over 700 employees. It designs, manufactures, sells and distributes consumer products directly to consumers and via retail and digital channels

Brands include Thin Lizzy Cosmetics the No.1 cosmetic brand in New Zealand, Finishing Touch personal care, Taste the difference cookware and appliances and TV Shop.
Our Key retail partners include Big W, Priceline, Woolworths, Spotlight, Australia Post, Reject Shop, TWC, Harris Scarfe, David Jones, Myer and others

Head of Sales - Retail AU

Russell Hobbs Limited

•	Responsible for driving the sales activity of the companies brands  Russell Hobbs, George Foreman and I Robot 
-	 Direct Sales responsibility of the following national accounts Target, Kmart, Big W, Coles, Harvey Norman, Good Guys ,Harris Scarfe, Costco and Myer

-	Lead and coach a team of state account managers and sales agents to meet and exceed budget

•	Development and introduction of the cookware category for the Russell Hobbs brand; 
•	Responsible for annual trading terms negotiations with all accounts.

•	Direct contact and relationship with Buyers and Merchandise Managers 

•	Organise and conduct the Bi  Annual company sales conferences

Meyer Cookware Australia

•	Direct responsibility of the following accounts Big   W, Target, Kmart,
      Harris Scarfe, Coles and Aldi;

•	Achievement of agreed sales budgets and gross profit targets;

•	Implementation of individual account promotional programs;

•	Product development and range reviews;

•	Directly responsible for updating and maintaining stock forecast data system

National Account Manager - Mass

Hagemeyer Brands Australia

•	Key member of the initial start up team
•	Sales responsibility for the following brands Kenwood, Dimplex and Homedics
•	National Account responsibilities for Good Guys ;


•	Implementation of state based marketing activity;


•	Develop and implement sales and category reporting structures and procedures;



•	Conduct company sales conferences and trade events

Account Manager  SDA

I am passionate about delivering sales results for organisations through building capability of teams through business culture, leadership and customer engagement.  I have extensive practical experience across a diverse range of businesses and industries including FMCG, cosmetics, personal care, household appliances, and direct response in both account manager and sales director roles.

Key Attributes include :

- Leadership

- Category Management

- Communication

-  Influencing

- Organisational

- Project Management

- Strategic Thinking

taplio

The Battle

Kathleen Casford

Dale Woolridge

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