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Ash Collier doesn’t believe in staying in roles that don’t spark fulfilment. Though she started with a background in accounting, she knew her true passion lay in marketing. When a family friend referred her to Crayon for a project management role, she saw an opportunity to pivot her career and took the leap. This transition was not without its challenges, but Ash’s determination and adaptability helped her overcome them.

And this bold move paid off. Crayon gave her space to grow, and she proved her ability to take on challenges from day one. Her first marketing project was a major one: leading Crayon Australia’s sponsorship of the 2022 Tech in Gov Conference. It was the first time Crayon Australia directly sponsored and attended a business event. Ash took charge of planning and execution, helping Crayon break into a new space. The success of that event reinforced her instincts: marketing was where she thrived.

Ash quickly transitioned into a Marketing Specialist role, but the scope of her work goes far beyond her title. Today, she is essentially the Direct Marketing Lead for Crayon Australia, supporting 16 sales representatives and managing campaigns across all Crayon’s service streams. She is also the first marketer dedicated to the Australian direct team, building strategies from scratch to support sales and customer engagement.

This Women’s Month, we celebrate Crayon’s powerful women driving meaningful change. Under the theme #AccelerateAction, we recognise leaders like Ash who embody this through her ability to adapt, solve problems, and create an impact in the industry.

 

Building strategies that put customers first

Ash’s marketing philosophy is simple: customers don’t want a sales pitch, they want to be heard. So, instead of pushing Crayon’s services, she creates spaces where customers can share their challenges. She structures events and campaigns around thought leadership, asking questions like, “Does this resonate with you?” or “Are you facing challenges elsewhere in your organisation?” This approach allows the conversation to flow naturally, leading to solutions that meet real needs.

Her ability to adapt was on full display at a Crayon customer roundtable in November 2024. Last-minute issues threatened to derail the event: the venue’s private room wasn’t private, and the screens were placed poorly. Rather than panic, Ash restructured the format into a “speed dating” discussion, where customers rotated between three tables with different presenters. Her quick thinking not only salvaged the event, it helped generate $1 million in gross profit pipeline from eight new opportunities, a 1:300 return on investment.

Beyond individual events, Ash has had a major impact on Crayon’s direct marketing success. In her first full year leading direct campaigns, she helped drive $7.05 million in gross profit from just $50,000 in marketing spend, a 1:128 ROI. Her work earned her the ANZ Direct Pacer of the Year award at the 2025 Crayon Awards Night.

 

Driving action through collaboration and leadership

While Ash doesn’t have all the answers, she knows who to bring into the room to make things happen. She works closely with Crayon’s sales teams, subject matter experts, and industry specialists to create marketing strategies that align with customers’ needs.

For example, when Crayon sponsored the Local Government IT Conference, Ash didn’t take a “one size fits all” approach. Instead, she researched the sector’s unique challenges, spoke with Crayon’s account manager for local government, and crafted messaging tailored to council needs. This approach made Crayon’s presence at the event more relevant and impactful.

Ash is also known for her ability to rally teams around shared goals. Colleagues highlight how she brings sales and marketing together, aligning campaigns and events under one direction. Whether sharing insights with new marketers or guiding sales teams on post-event follow-ups, she leads with a willingness to help and a heart for collaboration.

As Crayon’s culture of empowerment gave Ash the space to grow, now she’s paying it forward. She mentors Southeast Asia’s Crayon marketers, sharing insights from her journey and supporting new team members as they settle into their roles.

 

What’s next? Going deeper, not wider

Ash wants to drive $10 million in gross profit for Crayon in the next 12 months. To achieve this, she’s refining her marketing approach to focus on long-term customer relationships and strategic Crayon-led initiatives. Her strategy is simple: to focus on value, build deeper relationships, and create opportunities that drive sustainable growth.

With this strategy in mind, she plans to shift towards:

  • Crayon-branded campaigns: Positioning Crayon as our customers’ trusted advisor.
  • Strengthening customer relationships: Deepening engagement with existing customers rather than spreading resources across too many one-off events.
  • Hosting more Crayon-led events: Creating tailored experiences where Crayon controls the messaging and builds stronger connections with customers.

Accelerating action through resilience and vision

Ash Collier’s story is one of adaptability, problem-solving, and taking action when it matters most. She turned challenges into opportunities, shaped Crayon’s direct marketing approach, and built a role that didn’t even exist before.

Moving beyond quick wins, Ash is entering a new chapter focused on creating lasting change and sustainable growth. With her keen eye for customer-first strategies, she’s poised to accelerate action that will redefine marketing practices and set new standards of success for both Crayon and the industry at large.

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