Who We Are.

Hi and welcome to Orange Juice Lane. We're a strategy studio specialising in brand launches and building great brands. That boils down to: global launch (go-to-market) strategy, marketing strategy, digital growth and storytelling. Brands we've worked with and for include Oroton, Proud Poppy, BlackMilk, Melo, Flora & Fauna, RAEF The Label, frank body, Tiger Mist, I.AM.GIA, and General Pants Co. 

Read on for my (Ali here!) experience in marketing and eCommerce strategy, building brands, storytelling & big, global brand and product launches.

I started my career with General Pants Co as their Online Store Manager, a pure customer care and eCommerce fulfilment role, before moving to fast-fashion scale ups Tiger Mist and I.AM.GIA as the Digital Marketing & eCommerce Manager. I then took a role at skincare brand frank body where I lead the marketing and eCommerce teams, and eventually took on the role of interim CMO (Chief Marketing Officer) before wrapping up as Director of Marketing & eCommerce. 

I then took nearly a year's sabbatical/vacation/insanely long nap, and traveled overseas and throughout Australia with my partner. Now, I'm based in the Gold Coast freelancing and consulting for amazing brands and teams across both of these fields: the technical landscape of eCommerce, and the creative, tactical world of marketing and storytelling.

If you're still reading this, let's step back in time. When I started at Tiger Mist, the I.AM.GIA brand didn't exist. The Mist was young, scaling fast, and going global. We didn't have the tech stack to support the growth, so in my role I led a re-platform, rebrand and tech-stack overhaul of Tiger Mist to enable the brand to continue scaling globally, particularly in the US. I introduced digital and affiliate marketing as a strategy, as well as Afterpay. Back then, we were the first of 15 founding Afterpay merchants. There are now millions today. Why I didn't buy AP shares back then I do not know.

Next we launched I.AM.GIA. I loved bringing that brand to life; from working with the team on the visual identity, to deciding the makeup of the tech stack, project managing the creation of the digital footprint, and working with the manufacturers to create swing tags and messages on the care labels, it is by far one of my most memorable career experiences.

After 3 years, I moved to skincare brand frank body. My heart smiles every time I say those two words. There, I worked with 4 of the most strategic, clever, empathetic, and incredibly talented founders you might ever get to meet. I learnt, and I learnt, and I learnt. At frank, I headed up both marketing and eCommerce, with teams in Melbourne, New York and London. My favourite part of the role was creating the global go-to-market (launch) campaigns for over 30 products across wholesale (MECCA, Target USA, Sephora Canada, Ulta, Boots) and online. I also loved working with a team that centred every marketing effort around storytelling, tone of voice and personality. A strategy that has had a profound impact on my approach to marketing and forms the soul of the OJL consulting business.

I hope (if you've read this far), you can find something here that works for you. A new approach, an effective strategy (free ones here), a fresh perspective, or, if all else fails, maybe something you read or saw just made you smile.