Orange Juice Lane

A little piece of (work) me, my strategy studio OJLN. I launch brands, products, categories & new markets. The catch: we go bold. We dream up fresh, clever marketing and storytelling strategies for meaningful brands that are designed to drive brand love and long term growth. I'm all about focusing on the juice that’s worth the squeeze: brand. 

Clients include:
Oroton
Proud Poppy
BlackMilk
The Future Co (Flora & Fauna, Nourished Life, HealthPost)
Melo
Willow & Blake
Having A Yarn
Wakefield Pacific
RAEF The Label
Holme Beauty 
Wallaby Water

Book a strategy call with me:
calendly.com/ali-orangejuicelane/60min

Founder/Strategist

Australian Marketing Institute

Incredibly excited and honoured to be appointed as Queensland Deputy Chair of AMI, starting Dec 2023 for a 2 year term.

Deputy State Chair

Paul Waddy Ecommerce Pty Ltd

Marketing Coach

frank body

During my time at frank, I led the global go-to-market planning of over 30 products across wholesale (MECCA, Ulta, Sephora CA, Target USA, Boots UK) and online, a category launch into personal care, the overhaul and relaunch of loyalty program Hotel Pink, and was responsible for the brand’s DTC growth globally. 

In 2020, I took on the role of interim CMO where I was part of the senior team that launched the brand into Target USA, Boots UK, Sephora Canada, and Morphe, and was instrumental in expanding the brand and team further in Melbourne, North America and the UK.

Director of eCommerce & Marketing

Maternity leave cover during peak pandemic. Fun times for marketers.

Interim Chief Marketing Officer

Global Head of Marketing & eCommerce

Global eCommerce & Tech Manager

Tiger Mist & I.AM.GIA

At Tiger Mist and I.AM.GIA, our focus was international expansion & scaling the two brands. Major projects I was fortunate enough to spearhead from an eComm perspective include:

Tiger Mist website replatform 2017 - strategy, project management, rebrand, CRO initiatives. 

I.AM.GIA brand launch 2017 - all branding and packaging, website and tech stack build, all launch marketing. 

Introduction of a digital marketing strategy for both brands, including the launch of paid search, paid social, SEO and affiliate marketing.

Mentoring and people management - upskilled and promoted three team members.

Email marketing system migration, integration, project management and internal training. 

Customer service system migration, integration, project management and internal training. 

Fraud prevention software and new payment gateway implementation. 

Same day delivery implementation. 

Afterpay implementation - one of 15 founding merchants. 

Social media analytics platform introduction.

eCommerce & Digital Marketing Manager

General Pants Co.

Responsible for:

Management of online operations and customer service teams.  

Managing daily operations of the online store to agreed policy and procedure as set out by the business, including management of customer service and dispatch teams, payment gateways, order fulfilment systems and maintaining store security.

Maintenance of the website, payment gateway systems and customer service offering using various programs including Hybris, CRM, eWAY, PayPal, ReD Anti Fraud Software, BazaarVoice and SAP. 

Ensuring high standards of customer service are maintained through management of the customer service team and growing profit for the online store through customer contact and high level reporting.

Building competitive advantage through operational efficiency.

Building and maintaining effective internal and external stakeholder relationships.

Reporting around online order fulfilment (advanced use of Excel).

Producing written content for the site in line with agreed SEO practices (use of Google Analytics and AdWords). 

Producing written content for all customer facing information on the site including Terms & Conditions, Privacy Policy, returns and delivery pages.

Achievements include:

Revision of all customer facing content on the site in line with current legal standards to improve customer experience and operational efficiency.

Returns form update to electronic format with an improved layout and clearer information to improve return process, reduce cost of this process to the business and increase speed of the dispatch team.

Complete revision of customer service template strategy in line with company policy to increase customer service delivery speed and resolution of customer issues, and improve operational efficiency.

Implementation of various cost reducing process changes around online fulfilment and customer service to improve shopper experience.

eCommerce Store Manager

Driza-Bone

Responsible for:

Management of the DZB website (Silverstripe, Google Analytics, Campaign Monitor, Neto, Vend, Erply, eWay, PayPal), HQ Store and CBD store sales and performance.

Retail operations planning of stores.

Assisting the execution of social media, marketing, PR and advertising strategies and campaigns.

The development and implementation of CRM strategies and campaigns.

Copywriting: online store product descriptions, newsletter feature stories, eDMs, marketing and advertising copy. 

Assistance in the execution of visual merchandising across David Jones stores.

Retail Operations & Digital Communications Coordinator

Freelance eCommerce & Marketing | Coaching & Training | eCommerce Project Management | Marketing Campaign Planning

My three professional loves: marketing, eComm & brand storytelling. Specifically, digital growth, marketing strategy, global go-to-market campaigns & optimising experiences, both on-site and in-market. 

My philosophies blend both the technical eCommerce requirements essential to scale brands and drive revenue, and the emotive world of storytelling and marketing, necessary to create brand love.

Consulting focuses:
- Marketing channel growth & domestic/international brand expansion
- Product and brand go-to-market strategies
- On-site experience optimisation 
- End to end tech & website project management
- CRM & loyalty strategy
- Content marketing & strategic storytelling
- Profitable sales and promotion planning
- Upskilling & coaching

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