Building New Category

ppmDigital cameras meant lower revenue from prints. The challenge was to create a home printing business for less computer savvy consumers.

Recruited from within the organisation to lead the marketing effort, creating business cases for products as well as getting buy-in from sales teams and external partner vendor. Led gate reviews, marketing spend approval and senior management reviews, as well as creating buzz in the market during the product launch period.

  • Launched new product category that created $28M in sales in its first year and beat the profitability targets
  • Pioneering bundle approach with digital cameras created new opportunities in non-specialist channels

ROI from inks and paper significantly above original plan