impact
STRATEGY
EXECUTIVE PLACEMENTS + CONSULTING
MARKETING
COMMUNICATIONS
LEADERSHIP
TRANSFORMATION
TELL ME ABOUT
Natalie
Natalie Ajay is an executive leader with experience covering multinational corporations, government, not-for-profit and community organisations. Natalie is also a non-executive director for Alpine Resorts Victoria on behalf of the Victorian State Government, and Murray Regional Tourism.
Natalie’s significant experience spans a range of skills such as leading teams, strategic transformation and managing complex projects. Her sharp focus and agility is a valuable addition to organisations seeking decisive action and results.
Natalie’s career covers a broad range of industries, including automotive, sport, wine, tourism, higher education, health, and all levels of government.
Natalie is also the co-founder of Ka-Ching Coworking Space, a dynamic and welcoming office in Rutherglen housed in a gold-rush bank. With hot desks, conferencing facilities and meeting rooms, it’s an ideal place for regional business people to network, study, work and connect.
Learn more about Natalie on LinkedIn.
DOING THE DOING
Services
Natalie’s vast experience means she can provide significant impact and responsiveness to a range of organisations both big and small. Whether you’re seeking project-specific assistance or looking for a long term partner for your organisation’s growth, Natalie can help with a range of different functions and skills.
Interim Placements + Fractional Leadership
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Is your business going through a restructure, has lost critical leadership, or commencing a transformation journey? Natalie has the capacity to join organisations for short/medium term leadership placements to help keep teams on track, deliver core outcomes, and support change within the business.
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Recent placements include:
a six week full time placement with the internal communications team at a metropolitan TAFE
Strategic planning workshops and planning sessions with leadership teams across a public sector department
a three month leadership role to help a public service organisation transition to a new organisational structure
A part time placement as an interim Chief Marketing Officer to help a manufacturing business mature their processes and set the business up for ongoing success in a new market
A six month, part time advisory role, assisting a regional service provider’s leadership to transition to a board/CEO structure.
Communications + Engagement
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Natalie can assist with all kinds of communication and engagement tasks - either as one-off projects or on an ongoing basis. This can include things like:
newsletters and customer communications
internal staff engagement and communications
public relations and advocacy
copywriting for publications, media, internal platforms, social media, marketing, etc.
marketing strategies and media plans
website design and copywriting
communications strategies and tactical plans to support businesses through a transition or project
big and small events - everything from strategy, goals, design, planning and implementation
writing articles and press releases
designing and writing for major documents (i.e. annual reports)
discussion papers or strategic documents to support leadership and decision-making
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Recent work with clients includes:
development of tender documentation to pitch for a government contract
community engagement plans for a council as part of a service review
advocacy plans to support a non-profit to secure funding for critical infrastructure
internal staff newsletter and communications plan for a large higher education provider
brand playbook and communications plan development for education sector client
press release development and media engagement for the health sector
internal communications plans to support a large organisation transition to a new operating model
Marketing + Events
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With more than a decade of experience in the marketing and event space, Natalie can provide full service coverage of major events, marketing campaigns, or ongoing brand activity. This can include budget management, campaign strategy and media plans, the design, organisation, delivery and evaluation of events, brand reviews and development, and much more.
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go-to-market strategy and plan to help launch a new professional service
Coordinating professional photos and videos on behalf of clients
website copywriting and design for a beauty salon
design, planning, and delivery of major events on behalf of major car brands
design and delivery of graduation and award ceremonies
content plans for a major consulting firm
multi-channel campaign planning for various state government organisations and departments
design of collateral and marketing materials
delivery of local government think-tank events
delivery of major networking functions and conferences
ADDING VALUE
Recent Projects
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When BKI found themselves with 50% of their communications division positions vacant and key staff on leave, Impact Strategy was deployed directly within the team in a two month support role to help manage the workload and deliver results.
Natalie worked within both the internal and external communications teams: integrating with staff, relieving staff of workload pressures, and delivering critical operational outcomes. -
As a business strategist, author and facilitator, Chris didn't have the time to focus on how he was going to bring his newest service offering to the people. Impact Strategy quickly got to work, developing a customer-centric promotional plan that generated impact, awareness and conversions.
Chris now has waiting list for new clients, and continues to work with Natalie on promotional and tactical activities to maintain awareness and relevancy in market. -
Faced with a range of disjointed and misaligned brands within their education company, Impact Strategy partnered with Gov Insights to collaborate on a detailed brand review and architecture recommendation to ensure WLA were communicating their offering and value clearly and reaching the right audiences.
WLA have now implemented their new architecture and brand awareness, along with course enquiries, exceed expectations. -
NECA had some hurdles to overcome with brand equity and growing reputation in their sector. Impact Strategy worked with staff, industry, and senior leadership to create a brand playbook that set the rules for brand use and purpose. Impact Strategy also delivered a hands-on action plan that provided immediate steps to create change in the business.
Leadership and operational staff now have a clear, shared understanding of what the NECA brand is, how it adds value fr their customers and what the potential is for future growth.
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With 150 year of heritage, Stanton and Killeen Wines needed to find a balance between protecting their legacy and embracing a new future of wine consumption. Impact Strategy joined the team to facilitate dynamic marketing workshops and to lead the development of tangible tactical plans to help generate immediate positive outcomes.
Since the first session, Natalie has returned for a second workshop to build on the actions and evolve the operational plan. -
Working in partnership with Motorsport Safety & Rescue, Impact Strategy has helps design and deliver dozens of national events and activations for major car brands including Lexus, Kia, Hyundai, GWM, Honda, Mitsubishi and more.
Natalie has a huge passion for automotive and motorsport, and loves applying her strategic thinking and organisational skills in an industry she loves.
