I’m a highly motivated and ambitious strategic and communications expert. I’ve spent the past seven years running lead on large national and global businesses, working with brands such as Microsoft, Baby Bunting, PlayStation, Spark NZ, Nespresso, Petbarn, Care Pharmaceutical, Mars Confectionery, Luna Park, Lendlease, NBCUniversal and McDonald’s. With experience in integrated B2C and B2B strategy, project management, content creation, consumer strategy and platform management, I aim to put the customer at the centre of problems and deliver business solutions that I know actual consumers will engage with.…I’m a highly motivated and ambitious strategic and communications expert. I’ve spent the past seven years running lead on large national and global businesses, working with brands such as Microsoft, Baby Bunting, PlayStation, Spark NZ, Nespresso, Petbarn, Care Pharmaceutical, Mars Confectionery, Luna Park, Lendlease, NBCUniversal and McDonald’s. With experience in integrated B2C and B2B strategy, project management, content creation, consumer strategy and platform management, I aim to put the customer at the centre of problems and deliver business solutions that I know actual consumers will engage with.WWW…
I’m a highly motivated and ambitious strategic and communications expert. I’ve spent the past seven years running lead on large national and global businesses, working with brands such as Microsoft, Baby Bunting, PlayStation, Spark NZ, Nespresso, Petbarn, Care Pharmaceutical, Mars Confectionery, Luna Park, Lendlease, NBCUniversal and McDonald’s. With experience in integrated B2C and B2B strategy, project management, content creation, consumer strategy and platform management, I aim to put the customer at the centre of problems and deliver business solutions that I know actual consumers will engage with.…I’m a highly motivated and ambitious strategic and communications expert. I’ve spent the past seven years running lead on large national and global businesses, working with brands such as Microsoft, Baby Bunting, PlayStation, Spark NZ, Nespresso, Petbarn, Care Pharmaceutical, Mars Confectionery, Luna Park, Lendlease, NBCUniversal and McDonald’s. With experience in integrated B2C and B2B strategy, project management, content creation, consumer strategy and platform management, I aim to put the customer at the centre of problems and deliver business solutions that I know actual consumers will engage with.WWWW…
Available to hire
I’m a highly motivated and ambitious strategic and communications expert. I’ve spent the past seven years running lead on large national and global businesses, working with brands such as Microsoft, Baby Bunting, PlayStation, Spark NZ, Nespresso, Petbarn, Care Pharmaceutical, Mars Confectionery, Luna Park, Lendlease, NBCUniversal and McDonald’s.
With experience in integrated B2C and B2B strategy, project management, content creation, consumer strategy and platform management, I aim to put the customer at the centre of problems and deliver business solutions that I know actual consumers will engage with.
Skills
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Facebook
Expert
Instagram
Expert
LinkedIn
Expert
Microsoft Powerpoint
Expert
Social Media Design
Expert
Google Drive
Expert
Tiktok
Expert
Microsoft Office
Expert
Education
Qualifications
Industry Experience
Real Estate & Construction, Retail, Healthcare, Government, Gaming, Telecommunications, Computers & Electronics, Travel & Hospitality
PlayStation PS5 Launch
The Brief
Amidst a global pandemic, the long anticipated PS5 was launching in Australia. PlayStation wanted to create mass awareness and engagement around the launch knowing that their key competitor was also launching a new console - as well battling stock shortages.
The Approach
With so much owned content coming from the US, we need an opportunity to connect with the audience via a local lens to present cut through.
I recommended collaborating with up and coming content creators, to help us create unique and engaging content that reached an audience beyond those which were traditional gamers.
We also wanted to tap into the highly relatable moments our audience experience anticipating the arrival and delivery of their much loved console.
Results
We delivered 6 pieces of unique content creator led assets to be used across launch and post-launch to help sustain momentum and engagement. Our collaboration with Fairbairn Films on 'How to Get Your PS5 Home Safely' tripled owned platform benchmarks, with an organic ERT of 16%.
As a result of this success, we continued to partner with content creators across major campaigns and software launches.…The Brief
Amidst a global pandemic, the long anticipated PS5 was launching in Australia. PlayStation wanted to create mass awareness and engagement around the launch knowing that their key competitor was also launching a new console - as well battling stock shortages.
The Approach
With so much owned content coming from the US, we need an opportunity to connect with the audience via a local lens to present cut through.
I recommended collaborating with up and coming content creators, to help us create unique and engaging content that reached an audience beyond those which were traditional gamers.
We also wanted to tap into the highly relatable moments our audience experience anticipating the arrival and delivery of their much loved console.
Results
We delivered 6 pieces of unique content creator led assets to be used across launch and post-launch to help sustain momentum and engagement. Our collaboration with Fairbairn Films on 'How to Get Your PS5 Home Safely' tripled owned platform benchmarks, with an organic ERT of 16%.
As a result of this success, we continued to partner with content creators across major campaigns and software launches.WWWWWWWW…
Luna Park: Halloscream
The Brief
Luna Park's famed Halloween event is an iconic harbourside attraction. Whilst working at True, Luna Park tasked us with developing an overarching strategy that would generate brand awareness for 'Halloscream' and drive as many ticket sales as possible.
The Strategy
As the Social Lead & Strategist, I developed a strategy that leaned into creating a sense of fear and intrigue - so much so that we wanted to frighten our audience from coming. I worked to a tease campaign approach that released hellishly engaging content to increase excitement across social audiences, who were ready to purchase tickets when they went on sale.
We created a range of hero videos that were aimed to make the hairs stand up on the back of your neck, giving away little tastes of what our audience could expect from Hell on the Harbour. This content was strategically placed across high impact web placements and social media. Once our audiences attention was captured, sequential targeting was used to re-engage them with more bespoke creative based on their interests.
Creative featured a host of horrifying characters such as Nurse Brenda, 3 demonic demons and Yakoi - a paranormal Japanese being.
Content calendars were also created for the Halloscream own social channels, that allowed us to organically reach our audience whilst also building an engaged community of horror lovers.
The Results
Well, I can safely say the people of Sydney couldn't wait to come to hell. In total the strategy successfully resulted in a 19.6% YoY increase in ticket sales. By also hosting content on stand-alone Halloscream 7 pages, a community of over 2,000 hell loving fans came together in under 1 month.…The Brief
Luna Park's famed Halloween event is an iconic harbourside attraction. Whilst working at True, Luna Park tasked us with developing an overarching strategy that would generate brand awareness for 'Halloscream' and drive as many ticket sales as possible.
The Strategy
As the Social Lead & Strategist, I developed a strategy that leaned into creating a sense of fear and intrigue - so much so that we wanted to frighten our audience from coming. I worked to a tease campaign approach that released hellishly engaging content to increase excitement across social audiences, who were ready to purchase tickets when they went on sale.
We created a range of hero videos that were aimed to make the hairs stand up on the back of your neck, giving away little tastes of what our audience could expect from Hell on the Harbour. This content was strategically placed across high impact web placements and social media. Once our audiences attention was captured, sequential targeting was used to re-engage them with more bespoke creative based on their interests.
Creative featured a host of horrifying characters such as Nurse Brenda, 3 demonic demons and Yakoi - a paranormal Japanese being.
Content calendars were also created for the Halloscream own social channels, that allowed us to organically reach our audience whilst also building an engaged community of horror lovers.
The Results
Well, I can safely say the people of Sydney couldn't wait to come to hell. In total the strategy successfully resulted in a 19.6% YoY increase in ticket sales. By also hosting content on stand-alone Halloscream 7 pages, a community of over 2,000 hell loving fans came together in under 1 month.WWWWWWWW…
NSW Health x Cancer Institute: Do You Know What You're Vaping?
The Brief
NSW Health and the Cancer Institute wanted to deliver a phase campaign approach to address the vaping problem amongst 14-17 year olds in NSW. We were asked to develop a strategy to prevent vaping uptake and cessation that would address a change in their behaviour.
The Strategy
In a landscape where governmental messages can often be seen as fearmongering and untrustworthy, we'll tap into known behaviours and content consumption habits of 14-17 y/o's to deliver an important message that inspired behavioural change.
The Idea
Understanding that this youth based audience is hesitant of government based messaging, I knew that we needed to adopt an approach that would appear authentic and relatable, whilst delivering an informative health message. Applying the Theory of Change Logic Model paired with this knowledge, I developed a number of strategic pillars aligned with each behavioural phase.
For creative approach, we adopted a social first campaign tapping into real-time TikTok style trends and content with the aim to truly change the attitudes towards vaping for teens.
The Results
Mid-way results for this Phase (2 of 3) showed that 7 in 10 teenagers aged 14-17 who have seen the campaign would NOT take up vaping.…The Brief
NSW Health and the Cancer Institute wanted to deliver a phase campaign approach to address the vaping problem amongst 14-17 year olds in NSW. We were asked to develop a strategy to prevent vaping uptake and cessation that would address a change in their behaviour.
The Strategy
In a landscape where governmental messages can often be seen as fearmongering and untrustworthy, we'll tap into known behaviours and content consumption habits of 14-17 y/o's to deliver an important message that inspired behavioural change.
The Idea
Understanding that this youth based audience is hesitant of government based messaging, I knew that we needed to adopt an approach that would appear authentic and relatable, whilst delivering an informative health message. Applying the Theory of Change Logic Model paired with this knowledge, I developed a number of strategic pillars aligned with each behavioural phase.
For creative approach, we adopted a social first campaign tapping into real-time TikTok style trends and content with the aim to truly change the attitudes towards vaping for teens.
The Results
Mid-way results for this Phase (2 of 3) showed that 7 in 10 teenagers aged 14-17 who have seen the campaign would NOT take up vaping.WWWWWWWW…
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