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Experience in Action

Built in-flight. Not on a whiteboard.

We've built our careers inside businesses navigating real growth challenges. Scaling teams, building brands, connecting customer journeys and creating the systems that make growth sustainable.

These stories draw on our experience in senior leadership roles at organisations, where we helped shape the commercial, brand, digital and customer capabilities behind growing businesses.

It's the experience we now bring to The Milk.

These stories draw on the experience of The Milk's founders in previous senior leadership roles at organisations. The work was undertaken before The Milk was established and does not represent client engagements of the consultancy.

Systems · Capability

Turning complexity into a repeatable growth system

Building the commercial capability to support a rapidly expanding online education business.

The situation

As RMIT Online expanded its program portfolio, its commercial capability needed to evolve alongside it.

Marketing, sales and student success needed to operate as one connected growth system, with clearer accountability, shared measurement and repeatable processes.

The challenge was to create an operating model that could support continued growth while maintaining commercial performance.

What we led

  • Connected marketing, sales and student success around shared commercial outcomes.
  • Established measurement frameworks linking acquisition activity to enrolments and revenue.
  • Introduced consistent planning, forecasting and performance management.
  • Developed internal capability, processes and governance to support sustainable growth.
169
Programs launched
25%
Reduction in cost per acquisition
10pp
Improvement in retention
Story · Credibility

Building a distinctive brand in online education.

Building a distinctive, market-leading brand and an always-on content approach across consumer, business and government audiences.

The situation

RMIT Online had the credibility of an established university behind it, but needed a distinct identity that resonated with working professionals.

The challenge was to build awareness, differentiate the offering and establish a consistent market presence beyond individual campaigns.

What we led

  • Developed differentiated brand positioning for the online education market.
  • Built an integrated content approach across consumer, business and government audiences.
  • Established social channels and thought leadership to grow audience engagement.
  • Developed an always-on communications and PR approach connecting product, leadership and industry expertise.
  • Strengthened brand visibility and credibility through consistent market engagement.
#1
Most searched online university (AU)
70K+
Social media following built from scratch
7B
Earned media impressions
Systems · Capability

Building digital capability from the inside out

Transforming an outsourced digital marketing model into a mature in-house capability, with greater ownership, specialist expertise and commercial efficiency.

The situation

SEEK had significant investment in digital marketing, with key capabilities and execution managed through external agencies and partners.

The opportunity was to bring critical digital functions in-house, build specialist expertise and establish the systems and processes needed to take greater control of digital performance.

This wasn't simply about reducing agency costs. It was about building a sustainable internal capability that could continue to evolve with the business.

What we led

  • Built a comprehensive in-house digital marketing capability, transitioning key functions from external agencies to internal ownership.
  • Introduced specialist expertise across digital disciplines, including bringing programmatic media in-house.
  • Established the operating model, processes, technology and ways of working required to support effective internal execution.
  • Strengthened performance measurement, optimisation and commercial accountability.
  • Restructured agency and vendor relationships to focus external investment where it added the greatest value.

The impact

Transformed a heavily outsourced digital marketing model into a stronger, more self-sufficient internal capability.

The result was greater ownership of digital performance, reduced reliance on external partners and significant operational efficiencies.

In-house
Digital capability built
$3M
Approximate SEO savings
$1M+
Vendor savings
$10M
Digital marketing investment managed

More stories on the way.

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