Brand, Marketing & Creative Strategy Leader · Sydney

Good for growth.
Great for culture.
Meet Andy.

Eighteen years growing brands, business and culture at Qantas, CommBank, GoDaddy, AMP and more, plus the startups and scale-ups building from scratch.

18 yrs senior brand + marketing, in-house and agency B2C · B2B · B2B2C across finance, travel, tech and health D&AD · Cannes · AOC award-recognised work
See the work

The film behind this page is the 90-second showreel, designed silent.

01

Selected work

Outcome first, story second. Every case study follows the same line: the challenge, the role I played, the work, and what it changed.

AMP Bank GO app, live payments
AMP Bank GO · 2024–25Senior Brand Manager, AMP Bank

First marketing hire on a new bank

Audience strategy, CVPs, brand strategy and tone of voice for AMP's mobile-first challenger, shaped before the product existed.

Segmentation → launchBrand + TOV author
Read the case study →
Melissa Wu diving, GoDaddy Olympic campaign
GoDaddy · 2021Senior Marketing Manager (AU), GoDaddy

The Olympic idea that grew a brand 25%

Repositioning GoDaddy from domains to the entrepreneur's website builder, through an award-winning Olympic partnership.

+25% brand growthAOC Inspiration Award
Read the case study →
GapOnly vet onboarding kit, the orange box
GapOnly · PetSure · 2019–21Senior Marketing Manager, PetSure

A fintech brand built almost single-handed

From a logo and an idea to a full brand, site and go-to-market: designed and built hands-on, with no agency budget.

Brand → GTM → build
Read the case study →
Qantas 787 Dreamliner tail
Qantas · 2016–18Brand Advertising Manager, Qantas

The launch that broke Qantas records

Australia's first non-stop flight to Europe, launched without access to the plane. Record brand health and ticket sales.

90%+ route loads2.15M views in 48h
Read the case study →
Children using Google Cardboard VR in a classroom
CommBank · 2016–17Brand Marketing Manager, CommBank

The VR storybook that reached 100,000 kids

A self-pitched idea that took financial literacy to regional Australia, funded from a single internal pitch.

100,000 kids93% learning outcomesD&AD Wood Pencil
Read the case study →
When We Believe, We Can: the print campaign
CommBank · 2014–16Brand Marketing Manager, CommBank

The campaign shortlisted at Cannes

Led the integrated delivery of CommBank's pivotal brand shift: kids inhabiting adult worlds, played straight.

+6% brand considerationCannes Lion shortlist
Read the case study →
The Brandling brand and website across devices
Brandling · 2025–nowFounder, Brandling

Built, branded and shipped solo, AI-augmented

My own consultancy: strategy, identity, website, content system and deck library: every piece designed, written, coded and deployed by one person working daily with AI. The sharpest proof that the thinking and the making live in the same pair of hands.

Strategy → code → deployAI in production
Read the case study →
02

The films

The visuals do the talking. Four campaign films, one tap each.

Watch the full portfolio playlist on YouTube →

Results that moved the business · one number from each chapter

Qantas
0
Perth–London seat loads since the route launch, on record brand health
GoDaddy AU
+0
year-on-year brand growth
AOC Inspiration Award
GapOnly
0
brand awareness in year one
CommBank
+0
lift in brand consideration
Cannes Lions shortlist
03

About

Andy Sutherland
Andy SutherlandShe/Her · Sydney

Range. Not randomness.

Eighteen years across major Australian brands and businesses built from scratch has created a rare kind of range: strategic enough to frame the problem, practical enough to know what it takes to solve it. The thread is curiosity, craft and an unusually high bar for the work.

It's why the same person gets trusted to author a bank's brand strategy one month and design its debit cards the next. Finance, travel, tech and insurance are different categories, but the job is the same: frame the real problem, shape the idea, stay close enough to make it good.

Running Brandling added the operating layer. As a founder I run the whole function solo, with AI-augmented workflows across strategy, content, design and production, so one senior operator can ship agency-scale output without dropping the bar.

How I work

  • Deep thinker, fast executor.
  • Builds the machine as well as the work: AI-augmented marketing ops, designed around quality gates.
  • Clear brief and real creative latitude bring out my best work.
  • Direct feedback beats vague signals. I'd always rather hear it straight.
  • I do my own quality control, rigorously. Trust me with the work and I'll repay it.
04

How I work

Frame.

See the real problem.

  • Research
  • Audience
  • Brand strategy
  • Positioning
  • CVP
  • Go-to-market

Shape.

Turn it into an idea.

  • Creative strategy
  • Narrative
  • Campaigns
  • Identity
  • Copy
  • Content

Ship.

Stay close enough to make it good.

  • Design
  • Production
  • AI-enabled workflows
  • Partners
  • Delivery
  • Quality control
The toolkit

ChatGPT · Claude · Gemini · Midjourney · Adobe Creative Suite · Figma · Canva · CapCut · GA4 · Adobe Analytics · Power BI · Tableau · SEMrush · Google Ads · Meta · LinkedIn · Sprinklr · HubSpot · Salesforce · Jira · Confluence · Miro · WordPress · Shopify

05

Education and awards

Qualifications

Bachelor of Marketing & PR

University of Notre Dame Australia, Fremantle

PR Unit Dux · top 10% of graduate class

Cert IV Graphic Design

Shillington College, Sydney

Scholarship winner

Research & Writing with Generative AI

LinkedIn Learning

AI in production daily

Recognition

D&AD

Wood Pencil · The Teleporter Adventures

CommBank

Cannes Lions

Shortlist · When We Believe, We Can

CommBank

AOC

Inspiration Award · Dream It. Build It.

GoDaddy × Australian Olympic Team

AdNews

Ad of the Year nomination · When We Believe, We Can

CommBank

06

Kind words

Verbatim, from LinkedIn recommendations. Hover to pause.

“Rarely in your career do you recruit someone who masters their job function within months and very quickly becomes an asset to the company.”

Leigh Mellor · Chief Sales & Marketing Officer, PetSure

“Andy is a brand marketing specialist, that has a magic eye for detail, and creativity in abundance. She has made a solid impact in the Australian GoDaddy business, both on brand and business performance.”

Suzanne Mitchell · Global Digital Growth Leader, GoDaddy

“She is one of the hardest-working people I've ever met. When she sets her mind to something, she commits fully and consistently delivers at a high standard.”

Bret Bidenko · Digital Performance Manager, CommSec (reported to Andy)

“Andy was the driving force behind crafting our brand strategy for the AMP Bank launch, and she did it with style and flair. Her energy, vision, and talent made this program an absolute standout.”

Gabriella Svorcan · Senior Change Manager, AMP

“Andy is highly organised and an excellent operator who delivers with precision and reliability. I've learned a great deal from her and would highly recommend her to any team.”

Mia Grimaldi · Marketing Manager, CommSec

“Working with Andy for 2 years at Qantas was a massive highlight for me. Andy is professional, focused, a strategic-thinker and amazing mentor.”

Jacqui McKendrick · Cowes Bay Group, ex-Qantas

“I was always amazed at her capability to get things done. Andy is smart, focused under pressure and a good marketer. And, on top of all of that, she is a genuinely great person - all the time.”

Gerrit Walters · Head of Commercialisation, Qantas

“She is a delight to work with. Andy's smart, organized and provides clear guidance for her thoroughly-researched campaigns. A rare gem.”

Cate Barker · Senior Managing Editor, GoDaddy

“Rarely in your career do you recruit someone who masters their job function within months and very quickly becomes an asset to the company.”

Leigh Mellor · Chief Sales & Marketing Officer, PetSure

“Andy is a brand marketing specialist, that has a magic eye for detail, and creativity in abundance. She has made a solid impact in the Australian GoDaddy business, both on brand and business performance.”

Suzanne Mitchell · Global Digital Growth Leader, GoDaddy

“She is one of the hardest-working people I've ever met. When she sets her mind to something, she commits fully and consistently delivers at a high standard.”

Bret Bidenko · Digital Performance Manager, CommSec (reported to Andy)

“Andy was the driving force behind crafting our brand strategy for the AMP Bank launch, and she did it with style and flair. Her energy, vision, and talent made this program an absolute standout.”

Gabriella Svorcan · Senior Change Manager, AMP

“Andy is highly organised and an excellent operator who delivers with precision and reliability. I've learned a great deal from her and would highly recommend her to any team.”

Mia Grimaldi · Marketing Manager, CommSec

“Working with Andy for 2 years at Qantas was a massive highlight for me. Andy is professional, focused, a strategic-thinker and amazing mentor.”

Jacqui McKendrick · Cowes Bay Group, ex-Qantas

“I was always amazed at her capability to get things done. Andy is smart, focused under pressure and a good marketer. And, on top of all of that, she is a genuinely great person - all the time.”

Gerrit Walters · Head of Commercialisation, Qantas

“She is a delight to work with. Andy's smart, organized and provides clear guidance for her thoroughly-researched campaigns. A rare gem.”

Cate Barker · Senior Managing Editor, GoDaddy

Last question is yours.

Open to senior brand, marketing and creative strategy roles in Sydney and remote across Australia. The resume is one click and the references are on LinkedIn.

Consulting and productised brand services via Brandling