How New Doors found its niche
Q: You’ve built a career in marketing for the design, architecture and development industry, what led you to this type of work?
A: I have always had an affinity with the design world. My undergrad was in graphic design and I worked as a graphic designer for 5 years before realising that I was less of a craftsperson and more of a strategist. So I went back to university and studied a Masters of Marketing.
I wanted to retain that design identity, so when a role for a marketing coordinator at global architecture practice Woods Bagot came up, I decided THAT was the job I was after. Back then, the internet as a marketing tool was in its infancy. Strategic marketing in architecture practices was non-existent. Somewhere during my nearly 7 years at Woods Bagot, ‘thought leadership’ became a thing. All the while, I was imagining how the marketing theory I was learning could be effectively applied to marketing architectural services.
Q: How do you define your purpose, and what does your work entail?
A: During my time at Woods Bagot, my passion for the built environment grew and I began to see the potential for a communicator who could bridge the gap between the technical and design worlds and the lay person.
This led me to take the leap into marketing consulting back in 2011. For the past decade I have consulted to architects, property developers and other built environment consultants and suppliers in a freelance capacity. I have worked on a great variety of marketing projects from tender submissions for multi-million dollar projects in a range of sectors, to marketing strategy and implementation. This broad exposure gave me a deep understanding of the planning and construction supply chain and unique insights into the procurement of capital works projects.
R Architecture project
Q: Can you give an insight into the decision to start your new agency, New Doors?
A: As my career has evolved I have become increasingly driven by the power of communication to open doors to new opportunities for my clients.
So in 2019, while on sabbatical (er, maternity leave) I decided it was time to up the ante. Being a team of one was limiting my ability to comprehensively assist more than a handful of clients. In 2021, I launched New Doors, a one-stop marketing consultancy with a range of services, that easily scale up or down to suit the needs of a variety of business types. Think of us as your outsourced marketing swiss-army knife.
Q: What does New Doors bring to the table?
A: Our team of content specialists know the built environment. More importantly, we know how to set up marketing for your business so that it actually contributes meaningfully and measurably to your project pipeline or sales. At New Doors, our mission is to provide unpretentious and substantive marketing consulting services, to build meaningful relationships with our clients, and to never stop learning and developing new ways to provide value.