Case Studies | Harrison.ai, Heidi Health, KIIS, Movember, Simon Greally

Heidi Health

Strategic Advisor heidihealth.com ↗︎

The problem

Strong clinical authority and product momentum, but the AI-health category was still forming. The next phase of growth would be decided by how clearly Heidi could claim that category as international expansion began.

The lens

Category claim is a brand architecture problem, not a marketing one. The category Heidi was building wasn't "AI scribe", it was a deeper claim about AI-augmented clinical work at the architecture level.

The decision

Built the narrative system and global category claim that supported a 100+ country expansion. Positioned Heidi as the clinical authority in the category, not a feature competitor in someone else's.

Commercial impact

Currently scaling internationally with brand positioning that compounds across markets. Heidi is now widely understood as one of the defining brands in clinical AI.

One of the hottest AI-health brands in the Australian tech ecosystem, scaling into one of the most competitive categories in global healthcare technology.

Advising on the global brand moment around the Evidence launch, the strategic positioning, narrative architecture, and category claim that supported Heidi's expansion into 100+ countries, with the US as the focus for the next phase of growth. Developed the concept and pulled together the strategy for Heidi's global podcast, Care Beyond Barriers, hosted by Christina Farr, then brought the internal team and external agency together to execute it, giving the company a sustained editorial voice as the AI-health category formed around it.

Outcome: a global brand moment that scales with Heidi's commercial expansion. Live in 100+ countries with US focus, supported by a sustained editorial platform across YouTube, Apple Podcasts, Spotify and major distribution.

“Simon's strategic instincts and operating discipline made the difference at the moments that decided how Heidi was understood in the market.”
Tom Kelly · Co-founder & CEO, Heidi Health

Clea

Investor cleamentalhealth.com.au ↗︎

Clea is one of the fastest-growing chronic illness mental health businesses in Australia, a membership product built around the unmet need of people navigating chronic illness alongside the mental health consequences that come with it.

Built the entire brand and GTM from the ground up, narrative, brand architecture, category claim, growth model, and the investor market strategy that supported the early capital raise. Continuing as investor, with ongoing strategic counsel on positioning, growth and the next stage of scale.

Outcome: a brand and operating model purpose-built for a category that didn't exist before. Membership growing at the rate of one of the fastest-growing chronic illness mental health businesses in the market.

OneMRI

Strategic Advisor onemri.com.au ↗︎

An AI-augmented preventative health business reshaping how people engage with full-body MRI screening, a category that's only emerging as AI changes the economics of imaging.

Advising on narrative, category positioning and the GTM architecture that supports the next stage of growth. The work sits at the intersection of clinical credibility, consumer trust and category definition, the strategic decisions that determine how OneMRI is understood as the category forms.

Outcome: a clearer category claim and a growth model designed for the speed of the category's expansion.

ProcurePro

Strategic Advisor procurepro.co ↗︎

A construction technology company building the procurement operating system for one of the largest, most fragmented industries in the economy, and one that's been historically underserved by software.

Advising on narrative, positioning and the strategic moves that compound across category leadership, sales motion and capital readiness. Construction tech is a category where the operating discipline of a senior strategic voice meaningfully changes how the company is perceived by buyers, investors and the market.

Outcome: sharper narrative, tighter category claim, and a growth architecture designed for the next 18 months.

Harrison.ai

Global CMO 2021–2022 · Strategic Brand & Growth Advisor 2022–2025 harrison.ai ↗︎

The problem

Strong clinical authority across pathology and radiology, but preparing for a Series B at unprecedented scale. The company needed narrative and category positioning sharp enough to support a global capital raise.

The lens

Investor narrative is a category-defining problem, not a pitch-deck problem. The capital narrative must tell the same story to customers, talent and investors, or it leaks credibility at the moment that matters most.

The decision

Architected the narrative system that held across investor decks, customer conversations, talent acquisition and external positioning. Established Harrison.ai's category leadership in clinical AI from the inside as Global CMO, then sustained it as Strategic Brand & Growth Advisor.

Commercial impact

$300M+ raised, including Australia's largest-ever Series B at $129M (Dec 2021). Multiple capital events with significant international participation. Expansion across UK, EMEA, US and Asia.

Harrison.ai is a global AI-health company building clinical AI across radiology, pathology and genomics, Annalise.ai, Franklin.ai, and the parent brand itself.

Joined as Global CMO during the Series B period and led the global rebrand of the company, the strategic positioning, narrative architecture, brand system, and the marketing and growth function that would carry it. Continued as Strategic Advisor from 2022 to 2025, providing counsel across marketing, brand and growth strategy through three years of category scaling, multiple capital events drawing significant international capital, and expansion across the UK, EMEA, US and Asia. The CMO-to-advisor arc is part of how the work compounds, operating depth at the inflection point, ongoing counsel after.

Outcome: a global rebrand that supported $300M+ raised over three years, including Australia's largest-ever Series B at $129M, and category leadership across ANZ, UK, EMEA, US and Asia.

“Simon brought the operating depth and strategic clarity Harrison.ai needed at a moment when the category itself was being defined. His judgment shaped how the company was understood by the market.”
Peter Williams · Chief Commercial Officer, Harrison.ai

Annalise.ai

Global CMO 2021–2022 · Strategic Brand & Growth Advisor 2022–2025 annalise.ai ↗︎

Launching into the US meant more than generating awareness. It meant creating belief.

From Times Square billboards to founder storytelling, media, partnerships and category narrative, we helped position Harrison.ai and Annalise.ai as global leaders in healthcare AI, building anticipation with customers, clinicians, investors and talent long before they met the product.

Indy

Co-founder & CEO · 2019–2021

Co-founded and led Indy, the growth marketing and data science company helping leading brands in sport, tourism, hospitality, wagering and technology turn customer data into measurable revenue. Indy recently sold as part of a $35M transaction.

Outcome: Indy recently sold as part of a $35M transaction.

Launching KIIS in Australia

Launch leader / Executive producer · 2013–2015 kiis1065.com.au ↗︎

The problem

ARN had acquired the KIIS brand and was relocating The Kyle & Jackie O Show from a market-leading position at 2DayFM. The question was whether the audience would follow, and whether the relaunch could compete head-on with Nova and 2DayFM at scale.

The lens

A media brand launch is a cultural moment, not a media buy. The audience needs a reason to make the move with you, built from the narrative around the talent, the city and the cultural ambition the new brand stands for.

The decision

Led the brand launch, positioning and cultural narrative that anchored the relaunch. Connected Kyle & Jackie O to the broader KIIS network and built the cultural momentum across multiple markets simultaneously.

Commercial impact

$40M+ revenue uplift in year one. Australia's largest media launch of the decade. The Kyle & Jackie O Show has held its position as the highest-rating radio show in APAC.

In 2014, brought the KIIS brand from the US to Australia, rebranding MIX106.5 and relocating The Kyle & Jackie O Show, one of the highest-stakes media launches of the decade. The show was leaving a market-leading position at 2DayFM, and the question was whether the audience would follow.

Led launch strategy, the rebrand, the relocation of the show, and the operating model that ran it for the first 18 months. The work spanned category creation, audience migration, talent management, and the high-pressure commercial moments that determined whether the bet would pay off.

Outcome: the largest media launch of the decade in Australian radio. The Kyle & Jackie O Show became Australia's highest-rating commercial breakfast radio show. Ratings records broken, market share at unprecedented levels, and a $40M revenue uplift in year one.

“Simon led one of the most ambitious media launches the industry has seen. The work compounded into a sustained market-leading position, and a commercial result very few teams have achieved.”
Ciaran Davis · CEO, ARN (KIIS Network)

Rooty Hill RSL → West HQ

CMO & General Manager · 2015–2018 westhq.com.au ↗︎

The problem

Rooty Hill RSL was operating Australia's largest hospitality, entertainment and accommodation venue, a $300M+ portfolio with a heritage club brand that hadn't kept pace with the business reality. The rename had to land without alienating the existing customer base.

The lens

A heritage rebrand isn't a name change, it's an identity shift. The new identity needs to expand who the brand is FOR without abandoning who it was ALREADY for. The community base stays; the perception grows.

The decision

Led the rename and rebrand of a 50-year-old institution into West HQ, one of Australia's largest contemporary hospitality, entertainment and accommodation groups. Managed 30+ people across marketing, brand, sales and digital.

Commercial impact

10% YoY growth on a $100M+ revenue base. Successful repositioning of a 50-year-old brand without losing core community equity.

Led the rename and rebrand of a 50-year-old club brand, Rooty Hill RSL, into West HQ, one of Australia's largest contemporary hospitality, entertainment and accommodation groups. A $300M+ portfolio. Managed 30+ people across marketing, brand, sales and digital.

The rename was a real moment in the Australian hospitality industry, turning a heritage club brand into a category-leading hospitality group, while keeping the existing customer base intact and opening the venue to a new generation of visitors.

Outcome: 10% year-on-year revenue growth post-rebrand on a $100M+ revenue base, strengthening commercial performance across the full portfolio.

“Simon led the strategic and commercial transformation of one of the largest hospitality businesses in the country. The rebrand wasn't cosmetic, it was a category move that compounded across every part of the business.”
Richard Errington · CEO, West HQ

Year13

Strategic Advisor year13.com.au ↗︎

Year13 is a leading Australian digital platform for Gen Z, helping young people navigate the transition from school into work, study and life.

Advised on the launch of a one-million-young-person online engagement event, connecting Gen Z to the pathways that shape their post-school years.

Outcome: record-breaking reach for the category. [Specific metrics to be confirmed with Year13 before publication.]

Mounties Group

Strategic Advisor mountiesgroup.com.au ↗︎

Mounties Group is one of Australia's largest registered club groups, operating multiple hospitality and community venues.

Helped build the marketing function and the data algorithm behind revenue growth across the venue portfolio.

Outcome: 15% month-on-month revenue increase during the engagement. [Specific metrics and engagement scope to be confirmed with Mounties Group before publication.]

Launching Movember UK

Head of Marketing Communications · 2012 uk.movember.com ↗︎

The problem

Movember had taken off in Australia but the UK market had been slow to adopt. November 2012 was the moment the movement either became a genuinely global cultural phenomenon, or stayed a regional Australian story.

The lens

Cultural movements scale on participation, not awareness. The UK needed to feel like its own movement, with British humour, British icons, British cultural reference points, not an imported Australian campaign.

The decision

Led the marketing and communications for Movember UK's breakthrough launch. Built the cultural relevance and participation that turned awareness into action, the inflection point that made the movement genuinely international.

Commercial impact

$30M+ raised in four weeks (Nov 2012). The UK became Movember's second-largest market globally and remains a cornerstone of the international foundation today.

Helped launch and scale Movember UK during the campaign that turned the movement into a genuinely international cultural phenomenon. End-to-end marketing and communications across national media, partnerships, community mobilisation and storytelling, the operating system of a global fundraising movement during its breakthrough year in a new market.

The London launch, including the Big Ben moustache moment, became one of the most photographed campaign images of the year.

Outcome: raised $30M+ for men's health in four weeks, one of the most successful international campaigns in Movember's history.

“Simon is one of APAC's top strategic advisors for growth. The combination of operating depth, strategic clarity and the discipline to focus on what actually matters is rare, and exactly what founders need at the moments that determine the trajectory.”
JC · Co-founder, Movember

Twenty years across AI, health-tech, media, consumer and venture-backed companies.

Heidi Health

Clea

OneMRI

ProcurePro

Harrison.ai

Annalise.ai

Indy

Launching KIIS in Australia

Rooty Hill RSL → West HQ

Year13

Mounties Group

Launching Movember UK

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