Become the Marketing Expert Who Gets Resources, Recognition, and Results
Flex your business muscles to become the marketing expert your organization turns to for results. Learn how to secure the resources you need, gain the recognition your expertise deserves, and transform your specialized knowledge into measurable business impact that leadership values. Become the person who takes hold of your discipline and owns it within your company. Become the person who makes the decisions. Become the recognised expert. Develop the business foundation your technical marketing education never provided.
Includes:
- Over 4 hours of videos
- Real examples and scenarios
- Guided emails and weekly assignments to help develop your business thinking skills
- Forecasting template to demonstrate projected business impact
- Client or stakeholder onboarding questionnaire to build effective, trusted relationships
- Full strategic framework adaptable to any marketing discipline
Learn from my experience with over 150 clients
From Expert to Authority
Being technically skilled isn’t enough to get resources and recognition. This course bridges the gap between having expertise and being recognized as the authority who shapes direction rather than just implementing others’ ideas.
What makes this course different is its focus on transforming how you’re perceived within your organization – from technical specialist to strategic business partner who delivers measurable results.
The Critical Transition: From Discipline-Led to Business-Led Thinking
If you’re spinning your wheels at an agency and are mid- or junior-career, and aren’t quite sure why, this crash course in how to think business-ly might be the right fit for you. This course bridges the gap most marketing education ignores: the business fundamentals that transform how executives perceive your value to the organization. It could be a fit if:
- You’ve come into digital marketing with only a smattering of business knowledge you’re not sure is actually helpful
- You feel like you have great ideas but can’t seem to get them across the line
- You feel like you’re moving out of sync with everyone else
To build your career rocketship, it helps to be able to speak the language of business, from ROI and market shifts rather than monthly search volume and impressions.
Fundamentally, my goal is to give you the tools to get all those fantastic ideas you have for your clients actually out of the group chat, and done. To translate your discipline-specific, awesome concepts into the language of the business so you’re able to get your leadership on-side, give you a platform…and budget or people to help do it.
Whether you’re an SEO or another digital marketing expert in-house, working at an agency or as a consultant, this course aims to give you a foundation in business by sharing with you how to:
- Understand wider marketing context
- Analyse the business in the market and what it means through established frameworks
- Build trust and relationships with stakeholders and clients
- Build a buisness-led strategy with prioritised tactics that make sense and align
- How to create and get buy-in for a strategy
Hard-Won Lessons from Regulated Enterprises
My framework wasn’t developed in a classroom or startup environment. It was forged in highly regulated enterprise environments like Optus and Vodafone where getting things done means navigating complex approval processes, diverse stakeholder needs, and competing business priorities.
I’ve learned—often the hard way—how to translate specialized marketing expertise into language that resonates with finance, product, legal, and executive teams. Now I’m sharing these specific techniques with you.
5 weeks of business-led learning with weekly assignments
Follow the weekly program or learn at your own pace
Week 1: Marketing Context
First, we centre ourselves in the wider marketing discipline, and ground ourselves in the customer — and understand how to do that with user and story mapping processes. Learn to focus on customer needs through advanced user and story mapping processes that demonstrate clear business impact.
Week 2: Business Context
This week, we do the work to understand the brand, the industry, and implement both traditional and modern business analysis models. Apply Porter’s Five Forces, SWOT, Delta Model, and Blue Ocean strategies to understand your company’s true competitive position.
Week 3: Stakeholder Context
Only part of speaking the language of business is understanding the business itself. Another big part is understanding how the people who make the decisions within the business think, and how to work with them effectively. Learn proven techniques to build trust, pre-wire support, and transform how stakeholders perceive your role.
Week 4: Strategic Context
Now it’s time to get to the meat of it—together we walk through both the elements of a strategic framework and how to create one that’s business-led. Learn to construct frameworks that align your specialized knowledge with organizational priorities.
Week 5: Communication
So we’ve got our strategic framework. What do we actually need to do now to get this out into the world, whether it’s through a presentation, an email, or whatever it may be? Master the psychological principles behind effective business presentations, learn to structure information for executive audiences, and develop the confidence to manage up effectively.
LEARN FROM REAL-WORLD EXPERIENCE
Hi, I’m Amanda
For the last 15 years, I’ve worked SEO, from agency-side to enterprise in-house at Optus, and now as an independent consultant for companies you’ve heard of like the University of Melbourne, Bailey Nelson and Vodafone (TPG). I know a lot about highly regulated large enterprises, which means I’ve had to learn how to get stuff done in some of the most challenging circumstances.
In my consulting work, my focus is on teaching teams how to fish — how to educate, create process and velocity around business-led SEO strategy with other folks in the business, so teams can continue to get things done long after I work with them to frame out a strategy.
My goal is to get people comfortable with the process of translating their discipline (or mine) to their internal stakeholders to get sh*t done, and now I’m sharing that with you.
This isn’t about academic business concepts—it’s about practical application in marketing roles.
“It was an absolute joy to work with Amanda. She took the time to understand our business and what matters to each stakeholder, while also understanding our service offering and our industry. Amanda was strategic, savvy, and responsive – the dream combination for an SEO consultant! Moreover, she provided practical tips to help us take ownership over our SEO strategy moving forward by educating us on sound SEO and content creation principles. If you’re looking for a true business partner, I can’t recommend Amanda highly enough.”
Kelly Teng,
Marketing AD, KPMG
“After hearing her speak at a couple of SEO conferences I was lucky enough to work with her as my mentor. She has helped me over the past year grow professionally in all things SEO as well business strategy, training and leadership. I would highly recommend reaching out to her for anyone wanting a knowledgeable SEO specialist who is also personable and friendly.
Tom Ashworth,
Head of Technical SEO, News Corp Australia
Why Take This Course Now?
Let’s be honest—every week you spend fighting for resources or recognition is a week of missed opportunity for both your organization and your career advancement.
Most marketers spend years watching others with less technical expertise but better business communication skills get promoted, secure bigger budgets, and receive credit for initiatives.
This course helps you quickly transform how you’re perceived by decision-makers, positioning you as the expert who deserves resources, recognition, and a seat at the strategic table.
Who Will Benefit Most
This program delivers the most value for marketers with 3-8 years of experience who have strong technical skills but find themselves hitting implementation roadblocks.
This is especially valuable if:
- You work in an environment with multiple stakeholders and complex approval processes
- You’re tired of seeing your best ideas die in planning documents
- You’ve mastered the “how” of marketing and struggle with selling the “why”
- You want to become the go-to expert who shapes strategy, not just implements it
This course assumes you have solid discipline knowledge; for SEOs, I’m not going to tell you how to do a content audit or keyword research…but I am going to walk you through how to pull together all your fantastic discipline-led research to create a business-led strategic framework, and present it well to all the right folks.
Whether you want to become a people manager or you want to be a senior individual contributor, this will help you find the tools to become a discipline subject matter expert folks listen to within the company.
Enroll Today and Become the Expert Who Gets Resources, Recognition, and Results
Instant access, lifetime updates
Essentials
The full course on Building a Business Brain to become a trusted industry expert.
$550 USD
- Over 4 hours of videos
- Real examples and scenarios
- Guided emails and weekly assignments
- Forecasting template
- Client or stakeholder onboarding questionnaire
- Full strategic framework
Professional
Everything in Essentials, plus email feedback on your assignments and access to weekly office hours.
$750 USD
- Over 4 hours of videos
- Real examples and scenarios
- Guided emails and weekly assignments
- Forecasting template
- Client or stakeholder onboarding questionnaire
- Full strategic framework
- Email feedback on assignments
- Virtual weekly office hours
Custom or Agency Pricing
Everything in Professional tier, with bulk pricing available for larger teams as well as private office hours
from
$750 USD
- Over 4 hours of videos
- Real examples and scenarios
- Guided emails and weekly assignments
- Forecasting template
- Client or stakeholder onboarding questionnaire
- Full strategic framework
- Email feedback on assignments
- Private weekly office hours available
- Contact amanda@floqacademy.com for details
Frequently Asked Questions
Can I get my work to pay for this?
I sure hope so, as it’s exactly what I’ve planned the course for! Many managers and companies will have training budgets set aside for just this purpose! If you’re having trouble convincing your boss it’s a good investment, shoot me an email and we’ll see if we can get them convinced.
I live in x country, this course is too expensive for me. How can I afford this?
I’m happy to offer parity pricing – right now it’s not fully set up in the system. Contact me at amanda@floqacademy.com for details and to see what discount I would be able to offer you.
What if I can’t make the office hours?
I will do my best to make them accessible for different timezones. Often this will be 8am Sydney time.
Can I pay by invoice?
For sure. Send me an email at amanda@floqacademy.com and I’ll get one generated for you.
Is there a certificate when the course is completed?
Yes! You’ll receive a digital certificate when you complete the course materials.
Can I book a private 1:1 session if I didn’t book the professional tier?
You can, absolutely. If you decide once you’ve started the course that you want more tailored feedback, you can pick up a 1 hour 1:1 session separately, just email me at amanda@floqacademy.com
Can I get a refund?
If you’ve watched the videos and done the assignments and still feel like you aren’t getting any value, please send me an email at amanda@floqacademy.com within 60 days and I’ll refund the course.