Creating One Defence Marketing Platform Across Australia and the US

The Challenge

Australian and United States teams held different product images, project examples, renders and market knowledge. The US needed to look established in defence rather than like a distant Australian supplier, while the Australian brochure needed stronger land, sea and aircraft coverage. Image permissions and sensitive facilities also constrained what could be shown.

What I Did

I helped structure a shared defence marketing platform across brochure, web page and email activity. The content was organised around actual aircraft and vehicle applications, with model names and common nicknames for search relevance. We added NATO stock numbers where available, prioritised approved in-use imagery, used realistic renders to fill evidence gaps and shared editable working files between regions.

How I Did It

• 01: Mapped products to fixed-wing, rotary, land and maritime maintenance tasks.
• 02: Reviewed every image and render for application accuracy and permission risk.
• 03: Used procurement signals such as NATO stock numbers to strengthen technical credibility.
• 04: Built regional localisation on top of a common content and design structure.
• 05: Connected the catalogue to targeted web, email and account outreach rather than treating print as the end product.

The Result

The teams established a shared source of defence product and application content, identified the gaps that required new photography or renders and moved both regional brochures toward a consistent, locally credible format. The result was a stronger platform for targeted defence outreach and less duplicated content production between Australia and the United States.

Why It Matters

I organise technical marketing around the buyer's application and evidence burden, then make the system reusable across markets.