Challenge

ANZ's content strategy function had no shared framework. 12 strategists were embedded across squads, each working differently. There was no consistent methodology, no structured approach to skills development, and no way to measure the team's collective value to the business.

Process

I created ANZ's first content strategy model: a framework defining how content strategists approach problems, what skills they need, and how their work connects to business outcomes.

This became the foundation for everything:

AI adoption
Structured our generative AI rollout around the model's workflow stages, ensuring efficiency gains were systematic rather than ad-hoc. Result: 50% improvement in content production velocity.

Recruitment and capability
Used the model to define hiring criteria and assess skills gaps. Led recruitment, selection, onboarding and training of 5 new team members against these standards.

Team development
Designed career progression paths for 7 direct reports, mapped against the model's competency framework.

Business value
Led the initiative to quantify team ROI. Worked with product owners to gather conversion data and revenue attribution, resulting in the $8.5-10.7M figure that proved our contribution.

I also workshopped improvement areas with the full team, categorised all feedback, and took ownership (with my co-lead) for systematically addressing each issue.

Outcome

• First structured methodology for content strategy at ANZ

• 50% efficiency improvement through AI adoption built on this framework

• $8.5-10.7M in measurable revenue contribution identified and documented

• 5 new hires successfully onboarded and integrated

• 7 direct reports with clear development pathways

• Scalable model that could be applied across future team growth