Adrian Duff

Lead brand marketing, content systems, customer messaging and brand experience for a global sustainable packaging business. Works across product, marketing, sales, platform, production and customer-facing teams to turn complex information into clear, useful communications. Manages internal workflows, external agencies and AI-enabled systems that support faster, more consistent brand and content delivery.

• Built an AI-enabled Brand Voice Engine that embedded noissue brand guidelines, leadership principles and standards into a structured company profile, with separate department-specific projects to support consistent outputs across marketing, product, sales and customer communications.
• Led the redevelopment of brand guidelines and messaging systems, helping teams produce clearer, more consistent content across product launches, customer education, lifecycle communications and campaign activity.
• Manages noissue's LinkedIn presence and social content direction, including B2B customer stories, brand partnership content, editorial interviews, shoot coordination and repurposed campaign assets.
• Developed brand partnership and customer story content by identifying relevant B2B customers, shaping interview questions, coordinating shoots and turning customer activity into useful editorial and social material.
• Works with senior leaders and subject matter experts to extract useful insights and translate them into website content, email copy, social posts, campaign messaging and internal guidance.
• Supported product and sustainability communications by simplifying packaging, production, certification and customer-use information into clearer messaging for commercial and customer-facing channels.
• Partners with the performance marketer responsible for reporting and platform analytics, using results and channel feedback to make judgement calls on creative direction, messaging and media requirements.
• Briefs and manages creative, development, production and specialist agencies across New Zealand, North America and international markets, ensuring work moves from brief to delivery without losing quality or brand alignment.
• Uses HubSpot, Contentful, Asana, Trello, DAM systems and AI workflow tools to improve content delivery, asset management, campaign coordination and cross-functional visibility.
• Collaborates with legal and internal stakeholders on trademark, brand protection and market-specific execution, ensuring content and brand activity remains accurate and commercially appropriate.

Joined AS Colour during an early stage of brand and marketing maturity, then helped build the systems, standards and customer-facing communications required to support global growth. Designed and directed brand identity, website content, campaign assets, product communications, photography, agency relationships and internal brand governance across multiple markets.

• Created and governed AS Colour's first comprehensive brand guidelines, establishing practical standards for identity, typography, photography, tone, product information, signage, digital assets and customer-facing communications.
• Built scalable brand systems that supported growth across New Zealand, Australia, the United States and the United Kingdom, helping internal teams and external partners execute with greater consistency.
• Managed AS Colour's LinkedIn and broader content presence as part of the brand and communications function, supporting B2B visibility across wholesale, print, merchandise, uniform and promotional customer segments.
• Directed website redevelopment and ongoing website review processes, helping improve content structure, visual consistency, customer experience and communication of product information across high-traffic pages.
• Worked closely with leadership, sales, warehouse, finance, retail, eCommerce and product stakeholders to turn operational and commercial requirements into clear brand and customer communications.
• Simplified complex product, production, sustainability and supply chain information into clearer customer-facing content for B2B buyers, retail customers and internal teams.
• Managed external web development, creative, signage, photography, print and trade show agencies, translating business requirements into actionable briefs and high-quality execution.
• Supported trade show and event communications, including Impressions Expo in Long Beach and The PPAI Expo, creating customer-facing material that helped present AS Colour clearly to B2B audiences.
• Implemented DAM and asset management systems that improved access to approved brand assets, reduced duplicated effort and helped global teams work from consistent source material.
• Developed accessibility, inclusion and plain-language approaches across brand and communication systems, helping make product and customer information easier to understand and apply.
• Created a clearer sponsorship framework that reduced ad-hoc requests by approximately 65%, improving internal decision-making and creating a more consistent brand partnership process.
• Led internal team members and external partners across design, content, photography, web, retail, signage and production work while remaining closely involved in hands-on creative and content delivery.

Agency-side creative role spanning brand identity, design, photography, production, account support and client delivery. Worked across multiple client projects from concept through production, developing strong foundations in briefing, stakeholder management, visual communication, content production and practical delivery.

• Delivered brand, design, photography and production work for a range of clients, balancing creative quality with deadlines, budgets and client expectations.
• Supported account and client relationships by translating briefs into practical creative outputs and managing feedback through to final delivery.
• Built agency-side experience that later informed brand leadership, external agency management, content briefing and cross-functional delivery across in-house roles.