Inside a Brand at Its Peak: Content, Purpose, and Growth at STG Global
From reducing content production costs to launching their first CSR program, see how Clean Ocean Marketing's founder helped STG Global build a smarter, more sustainable marketing engine during their global expansion.
CASE STUDY Client: STG Global Project: Content Strategy & Full Marketing Support — Including Waves of Giving CSR Program Role: Head of Content (Contract, 2023–2025)
Overview
I worked with STG Global for almost three years as their Head of Content, joining at a pivotal moment in the company's growth. What started as a content optimization engagement evolved into one of the most formative experiences of my career — witnessing a bootstrapped business from Mansfield, Victoria grow into a global brand and eventually get acquired by Kyokuto, a large Japanese truck body manufacturing company.
The Challenge
STG was mid-expansion and needed a marketing effort that was efficient and sustainable. Content production had been costly, existing assets were underleveraged, and their sales team needed coherent materials to support their KPIs. The opportunity was clear: maximize what already existed, build smarter systems, and create momentum without constantly starting from scratch.
What I Did
- Website Revamp — Led creative direction for improved sales conversion and lead acquisition
- YouTube Channel Upgrade — Repackaged existing videos and produced new content within a lean, budget-conscious production system
- LinkedIn Activation — Developed content strategies for team leaders and the sales team
- Content Library for Paid Ads — Built a structured library of repurposed and new assets
- Production Systems & Team Training — Built workflows and trained the internal team for long-term sustainability
- Media & PR Support — Assisted with communications around the company's acquisition
- Waves of Giving CSR Program — Pitched and led STG's first CSR program, which was already running and making impact by the time the Kyokuto acquisition required a formal report on the company's initiatives
The Results
- Reduced content production costs through smart repurposing and a lean production workflow
- Supported sales KPIs across a global expansion
- Upgraded YouTube channel visibility and built a repurposable content library
- Activated LinkedIn for key team members and the sales team
- Launched a CSR program that became a documented asset during the company's acquisition
The Takeaway
STG Global showed me what marketing looks like at scale. Every piece of content, every system, and every story told along the way contributed to something much bigger than any single campaign. Marketing, done with intention, doesn't just support a business — it becomes part of its legacy.
