As an 18+ Year Veteran in the Business, Commencing from an Entry-level Marketing Role, to Now the Brand Leader, Nicholas Woodward has Played a Key Role in the Evolution and Growth of the PACK & SEND Brand in the Australian and New Zealand Markets.
Episode Timeline
- 0:00 – Intro
- 0:56 – Unique experience as full career at the brand
- 1:43 – Study in IT at University
- 2:33 – Experience in grocery retail and logistics
- 3:08 – Finding PACK & SEND advert for a role
- 4:10 – First job in the business: Assistant Manager
- 5:38 – How lead generation worked back then
- 7:03 – Consumer behaviour shift to online traffic
- 8:35 – Challenges of local advertising vs central management
- 10:05 – Change in role into business systems & field support
- 11:35 – Supporting the New Zealand market
- 12:30 – The role PACK & SEND plays in the market
- 13:55 – Challenges for small business owners in shipping
- 14:58 – Business coaching franchise partners & POS rollout
- 16:00 – Franchisee support vs entrepreneurial freedom
- 19:10 – Franchising as risk mitigation
- 20:12 – Move into senior leadership & vision
- 23:26 – Resistance to change: online offerings
- 25:29 – Becoming COO: strategy & business sale
- 27:12 – Mentored by Michael Paul, PACK & SEND founder
- 29:21 – Business sale approach of a franchise brand
- 30:08 – Launching online strategies to continue BAU
- 31:23 – Growth of micro-fulfilment & warehousing
- 32:49 – Covid demand spike & business sale
- 33:55 – Becoming Country Manager
- 35:35 – MBE International ownership & impact
- 37:28 – Future for the brand & growth goals
- 40:16 – Wrap up
A degree in Information Systems saw Nicholas quickly realise it was not a field he wanted to pursue, but instead, that business was much more his career path.
A progression of roles within PACK & SEND saw extensive direct field support function, and in particular at a key juncture in the business, spearheading multi-channel initiatives in offline / online, ‘bricks and clicks’ paths of the earlier years when online shopping strategy and usage was emerging quickly.
The position of COO and helping to prepare the business for sale by the founder, saw Nicholas later emerge as Country Manager and the brand leader in Australia and New Zealand.
