Adrian Duff — Senior Brand & Marketing Advisor

Opinion

Profile

Brand and marketing leader with nearly two decades of experience building trusted brands, customer communications, digital content systems and practical marketing workflows across complex, fast-moving organisations. Strong background across B2B and DTC environments, with a focus on making products, services and customer journeys easier to understand, navigate and act on.

Experienced across brand campaigns, content, website experience, customer insight, product and sustainability communications, stakeholder partnering and agency management. Known for combining strategic thinking with hands-on delivery — from shaping messaging and briefing creative partners to improving workflows, content quality and channel consistency.

Motivated by roles where brand, digital experience and customer communications can create clearer, more useful outcomes for customers, partners and internal teams. Brings calm execution, strong creative judgement and a practical systems mindset.

Career Record

Selected Career Highlights

Led brand, customer experience and marketing systems across noissue, a global sustainable packaging business operating across B2B and DTC channels.
Redeveloped brand guidelines, messaging structures and workflow systems to improve consistency across product, production, sales, platform and marketing teams.
Used customer insight, ICP work, journey mapping, VoC, CSAT/NPS and platform feedback to identify opportunities for clearer communications and better customer experience.
Built AS Colour’s brand from no formal system into a global framework supporting growth across New Zealand, Australia, the United States and the United Kingdom.
Directed website, digital content, product, sustainability and sales communications across a predominantly B2B customer base.

Assignments

Professional Experience

2023 – Present

Brand Marketing Manager

noissue - Global sustainable packaging business

Global sustainable packaging business operating across a wide range of B2B and DTC customer segments, with six offices worldwide. The business spans ecommerce, retail and branded merchandise, requiring clear messaging, strong brand governance and integrated marketing systems that support sales, product, sustainability and customer experience across multiple channels.

Lead brand, marketing and customer experience activity across product launches, customer communications, content, sales enablement and digital touchpoints.
Redeveloped brand guidelines, messaging frameworks and content systems to create clearer, more consistent communication across teams and channels.
Partner with product, production, sales, platform and marketing teams to translate customer needs, product information and sustainability claims into practical marketing activity.
Manage customer insight inputs including ICP development, journey mapping, VoC, CSAT/NPS and platform feedback to identify opportunities for improved content and experience.
Build and refine workflows across HubSpot, Asana and DAM systems to improve briefing, approvals, visibility and asset reuse.
Manage agencies and specialist partners across New Zealand, Vancouver, London, Los Angeles and New York while staying hands-on across briefs, copy, creative review and delivery.
Support brand protection through collaboration with legal and trademark partners.
Translate complex packaging, sustainability and production information into clear messaging for B2B and DTC customers.

2014 – 2023

Marketing & Design Director

AS Colour - Global apparel brand

Brand Governance | Customer Experience | Global Brand Systems

Global apparel brand operating across wholesale, retail and ecommerce, with markets across NZ, AU, US, EU and UK. I joined as the first marketing hire and built out a small team over nine years, helping scale the brand from a regionally recognised business into a globally distributed apparel company with a strong presence across multiple international markets.

Built and governed AS Colour’s global brand framework, evolving the business from no formal brand system into a scalable identity, guidelines and rollout structure.
Directed brand, digital, product, sustainability and sales communications across wholesale, retail, ecommerce and internal channels.
Led website redevelopment, UI/UX standards and recurring reviews of homepage and high-traffic pages to improve consistency, usability and customer experience.
Simplified complex product, production and sustainability information into clear, plain-language content for customers, sales teams and internal stakeholders.
Implemented DAM and asset management systems to improve content access, brand consistency and speed-to-market across global teams.
Partnered with warehouse, sales, finance, retail, leadership and external agencies to align brand delivery across operational and commercial needs.
Led in-house creative delivery and managed external website, developer, signage and expo/tradeshow partners.

Previous work experience detailed in LinkedIn profile.

Equipment

Tools & Platforms

HubSpot · Asana · Trello · Google Workspace · Adobe Creative Suite · DAM systems · AI tools & workflow automation platforms · Creative, marketing and content production tools

Credentials

Education

Diploma in Graphic Design — Media Design School

Masthead

Referees

Contact details available upon request.