Redefining Marcura’s market position and launching a new AI proposition driving growth
Marcura
Branding
Product Strategy
50%
400+
ICP leads and $1M+ pipeline for new AI solutions within 6 months
13%
increase in cross-sell
Marcura handles maritime procurement, payments and voyage operations - supporting voyages that transport a third of the worlds commodities.
At the time, the company was merely a holding company - a collection of siloed brands with no cohesive identity or reason to be known. Product and engineering teams hadn't met each other. Few knew what the other brands did or how they connected.
The newly appointed CEO brought me in to lead a transformation, leveraging the potential in the data and capabilities across the group with an ambitious three months deadline.
Approach
The transformation involved reimagining everything from brand identity to product strategy to how teams worked together.
The starting point was understanding who Marcura really was. Discovery across the market and employees revealed the Marcura identity was more than the technology, but the people and their commitment ensuring customers' operations ran smoothly. This formed the company values.
Keeping everything in-house and I built the marketing team from the ground up - product marketing, ops, design, brand and PR. The identity had to be owned internally and resonate with employees. It relied on institutional knowledge and understanding of maritime domain nuances.
I directed multiple streams in parallel, balancing execution with stakeholder alignment across multiple CEOs, sales leaders, private equity, founders and the employees who would eventually live the new Marcura day-to-day.
Brand identity and messaging - created new brand guidelines, jobs-to-be-done and messaging framework that positioned Marcura as a partner, not just a platform
Unified customer experience - established and implemented a design system to harmonise experiences across products built on different codebases.
AI proposition and product strategy - developed the strategy and narrative around amplifying human decision-making, with AI doing the heavy lifting on data, patterns and insights
New digital presence and sales enablement - designed and built a new website to support lead gen and act as digital collateral for sales folk
Launched the new Marcura in February 2025.
Result
Within six weeks, a new Marcura newsletter gained 30,000 subscribers. LinkedIn engagement increased 800%. Web traffic grew by 4x.
The unified proposition across brands delivered immediate commercial impact with a 50% pipeline uplift and 13% increase in cross-sell within 6 months.
The data intelligence and AI proposition provided a clear strategic narrative, generating over $1m in new pipeline with 400+ ICP leads.
