As a wholly-owned subsidiary of NAB (National Australia Bank), Custom Service leasing Pty Ltd approached me to re-brand Custom Fleet and manage marketing, Fleet Card vendor communications, external and internal communications.
Working closely with the global marketing management team:
- Establish a global branding strategy for Custom Fleet (Australia, NZ and UK).
- Design and implement advertising templates (print, digital, outdoor, video)
- Implement the ambitious marketing plan (offline/online)
- Brand and design staff incentive campaign to motivate sales to 1 Billion dollars in 1 financial year. This included an interactive game development (developed in Flash).
The company was sold for $550 million to GE Money. Today Custom Fleet is part of listed corporation Element Fleet Management (TSX: EFN), the world’s largest premier leasing and finance company.