Branka Injac Misic

Asset Rental Group

Head of Marketing and Communications

TwoNorthStars

I consult under the TwoNorthStars umbrella — focusing on both acquisition and retention in order to create and deliver complete lifecycle marketing strategies that grow online startups, scale-ups, and SMEs. 

Over time, I also help these businesses transition into more cost effective business models by building on their brands and overall customer experiences.

Key responsibilities:
• Marketing (e.g. marketing strategy, demand generation, GTM, messaging development and execution, SEO & content strategy...)
• Growth (e.g. channel build out, iterative testing through the funnel, developing data-driven strategy from test results, retention strategy...)
• Product (e.g. product marketing, customer intelligence, user journey mapping, VoC bank creation, UX writing, service optimisation...)
• Brand (e.g. brand strategy, business positioning, brand guideline creation, PR strategy...)
• Community (e.g. organic social media strategy, initiative planning for community growth, strategic partnership build out...)

Team management:
Managing agencies on behalf of the clients and managing internal team members where appropriate

Main software used:
Wordpress, Hubspot, ClickUp, Google Analytics, Meta Business Suite, Slack, Hotjar

Marketing, Brand, and CX Consultant

One Tiny Tribe

I started One Tiny Tribe as a side hustle, and grew it into a thriving eCommerce business that now also features as a retailer on The Block Shop.

With a collective social media community of 70,000+ and 5000+ pieces of artwork delivered to happy consumers, I built One Tiny Tribe using growth hacking initiatives across website optimisation, eDM campaigns, autoresponder journeys, influencer marketing, and optimised social media strategy. 

One Tiny Tribe has been featured in:
Home Beautiful Magazine // Adore Home Magazine // homes+ Magazine // Woman's Day // Minty Magazine // VT-Wonen

Team management:
One direct report

Main software used:
Adobe Photoshop & Illustrator, G Suite, Google Analytics, Meta Business Suite, Shopify, Klaviyo, Mailchimp, ClickUp

Founder

VaxApp Pty Ltd

My time as Head of Marketing at VaxApp was focused on rebranding this B2B SaaS business to better reflect its evolving direction. (New brand launching in 2024.)

My hands-on involvement also spanned a wide spectrum of activities from envisioning and building the new website (launching in 2024) to crafting persuasive content and driving product marketing.

Key responsibilities:
• Executed a comprehensive rebrand, shaping everything from the new business name to the new visual identity
• Crafted a compelling brand strategy to resonate with the revised direction of the business
• Created the rebrand rollout strategy
• Solely responsible for all website content, including copy and visuals
• Using Wordpress and Elementor, designed and built a new website from scratch (for the new brand which goes live in Jan 2024)
• Drove product marketing efforts by crafting messaging around product features, benefits, and competitive advantage that resonates with ICPs
• Managed end-to-end content creation to align all marketing materials and external touch points to a consistent brand vision and narrative
• Coordinated extensive data collection from clients to be used for constructing impactful case studies
• Empowered Customer Success through the creation of client surveys, contributing to improved service delivery and client satisfaction
• Compiled GTM strategies across three key industry verticals
• Collaborated closely with the Chief Commercial Officer by contributing to sales-led growth strategies
• Embraced a hands-on role in creating compelling sales and marketing content across various mediums including (but not limited to) email, brochures, landing pages, articles, blog posts, LinkedIn posts, etc.

Head of Marketing

GigSuper

I was brought on as a co-founder of GigSuper to grow the marketing pipeline and member base.

I did this through both paid and organic efforts across the complete digital footprint (web, marketing/growth funnels, email, app, social media, etc.) creating and implementing an end-to-end marketing strategy that propelled both growth and the brand. I also supported the acquisition efforts with retention initiatives across CX optimisation and the buildout of an engaged online community.

Key responsibilities:
• Developed guidelines and operating models for all elements of marketing across performance, brand, positioning, comms, and partnerships
• Identified, tested, prioritised, and executed multi-channel promotional campaigns across owned and paid channels to drive growth
• Organically built an online community with a 4x engagement rate compared to industry
• Led customer journey mapping, conducted user testing, and built member experience feedback loops to guide the product build and lifecycle marketing initiatives in line with customer segments, and overall business strategy
• Did all UX writing for the GigSuper app.
• Led and managed the marketing and CX team including team structure planning, hiring, budgeting, goal setting.
• Developed integrated marketing and CX strategies – mentoring the team across digital & growth marketing, CRO, social media, content, CX, and brand.


Wins for our members:
• The average active GigSuper member was on track to save *double* what the average self-employed (SE) person saves in super with other funds.
• 75% of GigSuper members contributed to super within a 12 month period, compared to just 25% of SE people with other funds.
• 88% of GigSuper members were claiming their contributions as tax deductions, compared to just 10% of SE people with other funds.

🥳 We also won a Pause Fest AWARD!

Co-Founder and Chief Experience Officer

Arlo & Co

As Arlo & Co's CMO, my focus was on building this eCommerce business by:

• Innovating marketing approaches and growth initiatives.
• Improving product development, pricing, and sales strategies.
• Increasing customer acquisition and customer retention.
• Shaping internal and external communication.
• Optimising UX.
• Creating world-class CX.
• Using market intelligence and data-driven insights to implement improvements.

We had some incredible wins during my time with the team, including (but not limited to):

• Significant business growth year on year, which landed us as finalists in a myriad of prestigious awards (including the Telstra Business Awards for two consecutive years).
• Organic and engaged social media community growth of 70K+ across channels.
• Email subscriber growth of 30K+, with email consistently driving 20%+ of overall revenue through strategic segmentation and execution guided by marketing analytics.
• Creation of a dynamic and modern workforce that fosters a healthy family/work life balance.
• Implementing a powerful social change initiative by partnering with i=Change to give back. 
• Beating out longstanding retail businesses to take out a few industry awards and cement Arlo & Co's reputation as the leader in the Australian personal gifting industry.

Chief Marketing Officer

Localsearch

I helped Localsearch unify their brand language and implement communication strategies that proactively engaged – and converted – their clients and end users.

Key responsibilities during my contract:

• Assumed the leading role in shaping communications and written content strategy.
• Set the vision, direction, and style for content by developing a Brand Copywriting Style Guide to unify comms across the business and all Localsearch platforms.
• Collaborated with, and mentored, digital designers and developers to create user-centric, optimised interface copy in line with the Style Guide.
• Collaborated with, and mentored, sales staff and graphic designers to create sales and promotional materials in line with the Style Guide.
• Assisted in the delivery of the UX roadmap to enhance end user online search experience.
• Provided conversion optimisation recommendations - wireframes and copywriting - for the Localsearch app, Localsearch website, Localweb website, and landing pages.
• Set strategy for, and composed, conversion optimised eDM campaigns.

Digital Communication Strategy Consultant

Nimble Australia Pty Ltd

Nimble relocated me from Melbourne to the Gold Coast to take on their Senior Conversion Copywriter and grow their customer base.

I helped them move the needle on their growth by optimising copy across all marketing and digital touch points, collaborating cross-functionally with various business units, and eventually owning all external communication across the business.

My responsibilities included...

CRO responsibilities:
• Worked with Head of Strategy, and the product team, to build an experimentation backlog that formed the CRO roadmap, starting from planning, idea management, testing, optimisation, reporting, and forecasting
• Work closely with dev and design stakeholders to get insights, and give learnings input for campaigns, wireframes, prototypes and user interfaces
• Converted qualitative and quantitative data into prioritised optimisation initiatives, and ensured these were implemented by the relevant teams
• Wrote all conversion optimised copy across the website, product, service centre scripts, email and SMS templates (including 600+ autoresponders), and marketing campaigns

UX writing responsibilities:
• Operated as the subject matter expert in the business – taking the complexity of the product and translating it into clear, approachable language
• Balanced brand voice and UX, thinking strategically about how the business communicated through digital experiences
• Worked with designers, devs, data scientists, customer service, product, BAs, and operations to map out various buyer journeys
• Crafted compelling, customer-centric copy throughout all stage of the product development lifecycle: discovery, concept, development, launch and ongoing support

Team management:
One direct report

Main software used:
G Suite, GA, VWO, Optimizely, Jira & Confluence

Senior CRO / UX Writer

The Digital Comms Lab

Things I did for emerging, and established, businesses:

• Assess websites/apps for conversion optimisation opportunities.
• Evaluate voice of customer data & analytics to comprehensively identify areas of improvement.
• Provide conversion optimisation recommendations (both wireframes & copywriting) that align with best practice CX + psychology.
• Develop value propositions & messaging hierarchies.
• Translate information architecture (user flows, wireframes, user research, etc.) into strategic UX content.
• Develop autoresponder (email & SMS) strategy that supports conversion optimisation & guide its delivery.
• Develop email marketing strategy & guide its delivery...

Communication Specialist • CRO / CX Writer • Brand Language Builder

PhilipWebb Real Eastate

Key responsibilities:

• Sales copywriting for residential/commercial properties (including copy for digital, brochures, auction packs, sign boards and print media advertising).
• Sales writing for corporate materials/letters/profiles/newsletters/etc.
• Creative concept development for corporate promotion and branding.
• Award submission writing.
• Development and integration of corporate social media platforms.
• Social media and SEO content writing.
• Corporate blogging.
• Social media marketing management...

Lead Copywriter/Social Media Officer

I'm a seasoned growth marketer with a track record of helping business push away from the wall.

With 15+ years of experience building and executing successful lifecycle marketing strategies, I specialise in developing growth marketing game plans that move businesses from pure performance marketing to becoming respected brands that compete on customer experience.

I've honed my leadership and management skills through various roles, most notably during my time as a CMO of a personalised gifting eCommerce business and my time as a CXO of a retail super fund – which I helped build completely from scratch.

Co-Founder

I work as a fractional CXO under the TwoNorthStars banner.

This work involves helping startups and small businesses, with modest budgets, grow and compete on customer experience.

We usually focus on both acquisition *and* retention – because modest budgets tend to have more pressure to produce ROI across the whole customer journey, from decreased CAC to increased LTV.

My work – which all sits under the CX umbrella – covers a range of areas across the business including:

• Marketing (e.g. marketing strategy, demand generation, GTM, messaging development and execution, SEO & content strategy...) 
• Growth (e.g. channel build out, iterative testing through the funnel, developing data-driven strategy from test results...)
• Product (e.g. product marketing, customer intelligence, user journey mapping, VoC bank creation, UX writing...)
• Brand (e.g. brand strategy, business positioning, brand guideline creation, PR strategy...)
• Community (e.g. organic social media strategy, initiative planning for community growth, strategic partnership build out...)
• Ops & service (e.g. business goal strategy, process alignment, retention strategy...)

I encourage clients to use a blend of quantitative and qualitative data to inform strategy and decision making, as one without the other only gives you half of the story.

This is very random, but…

I saw someone I really respect had started their own business. 

I’ve been watching (and interacting) with this person on LinkedIn for years. I know they’re very capable and switched on.

And the idea for their biz is great. 👌🏼

So my user journey looked something like this…

I clicked through to their LinkedIn company page. 

All good. Standard stuff. Plenty of value-add content.

One of the posts was covering an interesting topic and had a CTA to read more on the website.

So I clicked the link.

(Worth noting, I’m on my phone. Most of my LinkedIn use is on mobile.)

I land on their website, on a page dedicated to the topic that the post had mentioned.

I scroll a tiny bit and the formatting of the entire page is all over the place.

There are big quotes (from people who had shared opinions), and small font that’s telling the overall story, and images which are washed away by the very…interesting…choice of brand colours which are a bit harsh on the eyes. This is the experience on mobile.

So I go to click the logo in the top left corner to take me to the home page, hoping the experience will be smoother there.

And then I notice it…a veeeeery blury and pixelated logo. 🥲

Look.

I want to be very clear.

Websites 👏🏼 are 👏🏼 a 👏🏼 work 👏🏼 in 👏🏼 progress! 👏🏼

If you’re not constantly working on your website and optimising it, you’re not making the most of it.

But in this day and age, where very affordable and accessible tools exist, if your website doesn’t at least have the basics sorted from a UX and UI perspective, you can be sure it’s working against you, not for you.

“But Branks, most of our business comes from word of mouth, or the sales team.”

Cool. Cool. I get that.

And I’m not saying a cruddy website means your business won’t do well.

I’m just questioning why you’d work so hard to build a good reputation and then let your digital sales window (your website) work against you? 🤷🏻‍♀️

Because that’s the standard sense check these days - checking out your website - even for the folks coming to you via offline channels (not to mention the ones coming from online).

Aaanyway…yikes.

This turned into a bit of a rant. Wasn’t meant to. I was just disappointed with my experience.

But I also have no doubt this person will eventually get around to fixing these issues. And optimising far beyond them.

In the meantime, if you feel like your website needs work but you’re not sure what that is (or you know what it is and don’t have capacity to do it yourself), please reach out. I have a great network of peeps who can help from all corners and angles. ✌🏼

Developer?! 😳😂🫠

Also…

…and maybe I’m missing something important here…

What is a “Buyer” in this context? 🤨

And why I show up for 3 such random things first?

This is a genuine question for the talent/recruiter peeps in my network:

Is this a keyword issue on my end or a LinkedIn flaw?

Adam Emily Heath Eron Mike Mitch

Taplio

Branka Injac Misic's Linkedin Analytics