← All workJuly 2025 — Present · Wollongong, NSW

Southern
Pumping

Head of Marketing (Sole In-House)
Industry
B2B Industrial & Wholesale
Scope
National
Budget Owned
~$150,000
Agencies Managed
5 External
CRM Contacts
~12,000
Stack
HubSpot, Shopify, MYOB
Overview

As the sole in-house marketing leader at Southern Pumping, Alex owns the entire marketing function — from strategy and budget to martech architecture, agency governance, and commercial execution. This is a role that demands both the vision of a Marketing Director and the hands-on capability of a full-stack practitioner.

The Role

Owning marketing end-to-end for a national industrial supplier.

Southern Pumping is a national wholesale and industrial supplier, and Alex joined as the company’s first dedicated marketing hire — building the function from the ground up. With a ~$150k budget and full ownership of the martech stack, the mandate was clear: build scalable marketing infrastructure that drives qualified leads, improves sales handover, and positions Southern Pumping for growth.

Beyond campaign execution, this role required genuine commercial leadership — managing five external agencies, aligning stakeholders across sales and operations, and making high-stakes technology decisions that would shape how the business runs for years to come.

$150k
Annual marketing budget owned and allocated
12k
CRM contacts migrated into HubSpot
5+
External agencies briefed, managed, and held accountable
Key Achievements

Delivered at every level of the marketing stack.

01
End-to-end martech architecture. Designed and delivered a fully integrated B2B e-commerce solution connecting MYOB Acumatica, HubSpot, and Shopify — restructuring the Southern Pumping website into a wholesale portal with account-based pricing. A complex, cross-functional build that required systems thinking and executive stakeholder management.
02
HubSpot CRM implementation at scale. Led the full implementation for ~12,000 contacts, establishing automated engagement workflows, improving sales handover quality, and building a foundation for data-driven pipeline management.
03
Attribution and reporting frameworks. Built the measurement infrastructure from scratch — establishing attribution models, lead tracking, and reporting dashboards that gave leadership real visibility into marketing ROI for the first time.
04
Agency governance model. Introduced structured briefing processes and accountability frameworks across five external agencies — reducing miscommunication, improving output quality, and ensuring every dollar of budget was aligned to business objectives.
05
Paid media optimisation. Reduced paid media lead costs through rigorous campaign management, audience refinement, and conversion rate improvements — stretching budget further while improving lead quality.
06
Full commercial execution. Led product launches, packaging design, sales collateral development, and trade exhibition logistics — operating as a true marketing generalist across every commercial touchpoint.
Skills applied
HubSpot CRM
Marketing Strategy
Budget Management
Agency Management
Shopify
MYOB Acumatica
SEO
Paid Media
Email Automation
Attribution Modelling
B2B E-Commerce
CRM Implementation
Reporting & Analytics
Product Launches
Trade Exhibitions
Stakeholder Mgmt
Leadership Signal

What this role demonstrates.

Southern Pumping is the clearest evidence of Alex’s readiness for a Head of Marketing or Marketing Director role. In a company with no existing marketing function, he built the strategy, hired the agencies, architected the technology, and delivered measurable commercial outcomes — all while managing upward to executive stakeholders and outward to a portfolio of specialist partners.

This isn’t marketing support. This is marketing leadership.