“ We're not here to save lives...but we do have the power to change them"
Marketing is so much more than a career for me. I am, and will always continue to be, absolutely fascinated by the impact that it has on our daily lives, and thus strive to learn as much as I can about it. Having already gained over 17 years of practical experience, I continue to be inspired by the creativity inherent within the industry and the new channels that are emerging.
I have worked within some of the biggest and most influential creative organisations in Australia and have been the driving force behind some of the most effective campaigns and marketing platforms for such highly-acclaimed local and national brands as Westpac, Telstra, Woolworths, Karrinyup Shopping Centre, City of Perth, Lion and Toshiba.
I am a dynamic, creative, analytical, enthusiastic and results-driven Marketing Manager & Strategist with proven experience and interest in driving complex marketing and advertising initiatives in both agency and client-side organisations. Experienced in leading the development and implementation of large-scale integrated and omnichannel platforms as well as developing key marketing strategies and plans, I am also competent in utilising innovative solutions to achieve audience cut through. I have worked across various business sectors and can apply a unique and fresh perspective to tackle challenging situations. I have extensive experience in traditional, digital and social media and am always pushing my clients, colleagues and stakeholders to think ‘outside the box’ to uncover the solution for the true business problem, uncovering key strategic solutions and tactics to help transform business and marketing practices.
I am skilled at building executive-level relationships with stakeholders. agencies and partners to ensure deliverables are completed on time, on budget and on strategy. I enjoy collaborating within a leadership team and inspiring colleagues and partners to deliver the best possible solution that yields the best results for my employer. I also have extraordinary attention to detail, meticulously organised and take great pride in the work that I do. I am an incredibly passionate and easy-going person and feel incredibly lucky to be working in an industry that both fascinates and challenges me.
As an advocate for innovative creative, marketing and strategic solutions, I like nothing more than a business challenge to tackle the status quo and I always strive to find new ways to be more effective. I have never been afraid to take a risk when I know the outcome is worth fighting for and am not afraid to work hard to achieve it. With experience of leading, motivating, managing and developing various different teams, I am confident that I am able to inspire and motivate others to do the same. I am also continually learning new skills, and have completed numerous courses, accreditations and qualifications to ensure that I can offer the highest level of service and industry knowledge to the brands that I work with.
I am now available in Perth for any permanent or freelance opportunities. I would also consider working remotely and am happy to offer my services to help you in your marketing efforts, whether it be for a one-off strategy or campaign, ongoing social media or marketing management or even a one-off project or task to help you in your time of need.
Should you need any help, or would like to talk to me about any opportunity, please feel free to contact me.
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Campaign & Integrated Marketing Management
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Agency Account Management & Client Service
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Marketing Strategy
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Digital Marketing
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Content Marketing & Production
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Social Media Marketing, Strategy and Community Management
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Web Content Management & Development
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SEO & SEM/PPC/Google Ads
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Google Analytics Certified
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Project & Program Management
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Client, Stakeholder, Partners & Executive Relationship Management
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Copywriting
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Team Leadership, Mentorship & Coaching
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Problem Solving Skills
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Workflow, Production Process Coordination
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Budget & Resource Control
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Excellent Communication, Interpersonal & Presentation skills
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Data Analysis & Reporting
Key Skills
About Me
Highlights
Karrinyup: Led the acclaimed ‘WA On Stage’ campaign and brand relaunch for Karrinyup Shopping Centre, which became the largest integrated campaign in WA in 2021. The campaign resulted in an ad recall 50% higher than the Asia Pacific benchmark and helped Karrinyup become the #1 most highly recommended retail destination in WA.
Woolworths: Project managed the ‘That’s why I pick Woolies’ brand relaunch and the Woolworths Olympics campaign which yielded 31% uplift in incremental sales of promoted products during the campaign.
Toshiba Australia: Coordinated and produced the acclaimed ‘Made in 17 Hours’ and ‘Every Feature is Its Best’ retail campaigns, resulting in $42.5m in earned media.
Telstra: Led and developed successful advocacy campaign for ‘Real Time Data Alerts’ initiative, resulting in 1.2m activations.
Work Experience
Account Director (Marketing Campaign Lead) / Strategist
Block Branding Pty Ltd | Perth, WA 6/2021- 10/2022
Client Campaign & Strategic lead for numerous acclaimed WA brands, including Karrinyup Shopping Centre, City of Perth and WA Museum. I held the responsibility for managing the agency’s Campaign portfolio and managed a team of exceptional performers to help achieve objectives and deliver results. I helped nurture and strengthen key client relationships, developed numerous creative and communications strategies and platforms and led the implementation and rollout of numerous highly effective and award-winning integrated campaigns. Unfortunately, my role was recently made redundant due to the impact of COVID-19 on my employer’s industry.
Key Clients
Karrinyup (AMP Capital) | City of Perth | WA Museum |140 Perth | Quintis | Allendale Square
Selected Highlights
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Led the acclaimed ‘WA On Stage’ campaign and brand relaunch for Karrinyup Shopping Centre, which became the largest integrated campaign in WA in 2021. The campaign resulted in an ad recall 50% higher than the Asia Pacific benchmark and helped Karrinyup become the #1 most highly recommended retail destination in WA.
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Developed the creative/communications strategy for City of Perth’s latest brand campaign platform and led the implementation of the campaign (Set for release late Oct 2022).
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Led the integrated campaign for the world premiere of the travelling exhibition Dinosaurs of Patagonia for the WA Museum Boola Bardip in 2022, which became one of the Museum’s most successful exhibition to date.
Marketing Strategy Director & Consultant
Freelance | Perth, WA 11/2017- 6/2021
Strategic lead for numerous local WA brands and agencies, including Firefly 360 and Clarity Communications, helping to connect business problems and challenges with the right solution regardless of the channel or approach required to meet objectives. Led, developed and implemented all strategic, creative, account management and executional output for clients across integrated, social media and digital specialisations. Developed strong relationships with clients, stakeholders and suppliers to help create a more cohesive solution to each campaign.
Key Clients
Buy West Eat Best | APM | Silver Chain | Ability Centre WA | Leading Youth Forward
Digital Account Director (Fixed Term Contract)
Rare Pty Ltd | Perth, WA 07/2017–11/2017
Led digital and social media marketing initiatives and provided strategic cross-channel integration, recommendations and opportunities to achieve objectives and accelerate business results. Conceptualised and delivered custom social media, digital design, development and content growth strategies. Coordinated campaign financials, including budget, estimates, monthly forecasts and invoicing.
Social & Content Account Director / Strategist (Fixed Term Contract)
Publicis Media | Melbourne, VIC 10/2016–03/2017
Managed all team strategic and creative output, production and administration across client portfolio. Professionally developed and mentored a team of interns and account executives. Developed strong relationships with internal and external stakeholders to help foster an integrated approach to each brief.
Key Client
Lion Dairy & Drinks
Selected Highlights
Led social and content creation, strategy development/implementation, campaigns and community management which exceeded all monthly targets for Lion Dairy & Drinks account, which included 10 FMCG brands across the portfolio.
Account Director
Freelance | Sydney, NSW 05/2016–09/2016
Led national integrated campaigns and developed marketing strategies for clients including Kellogg’s (Special K and Sultana Bran) at JWT, Sydney as well as Woolworths at M&C Saatchi, Sydney. Engaged with internal and external stakeholders to foster new business opportunities and positive working relationships. Tracked and coordinated campaign finances including project budgets, estimates, quarterly forecasts and invoices.
Key Clients:
Woolworths | Kellogg’s
Selected Highlights
Managed the ‘That’s why I pick Woolies’ brand relaunch and the Woolworths Olympics sponsorship campaign which yielded 31% uplift in incremental sales of promoted products during the campaign.
Senior Account Manager
Clemenger BBDO | Sydney, NSW 03/2015–04/2016
Key client contact who leveraged multiple media channels to develop successful national and global campaigns that achieved positive client results. Managed all financial aspects of client portfolio. Delivered post-campaign analytical reporting to stakeholders using measurement tools such as Google Analytics.
Key Clients
Toshiba Australia & NZ | Telstra
Selected Highlights
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Managed the highly-regarded ‘Made in 17 Hours’ and ‘Every Feature is Its Best’ retail campaigns for Toshiba Australia, resulting in $42.5m in earned media for the client.
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Campaign lead in developing successful global campaigns for Telstra, including the advocacy campaign for their ‘Real Time Data Alerts’ initiative, which resulted in 1.2million activations.
Senior Account Manager
Freelance | Sydney, NSW 03/2014–03/2015
Managed integrated data driven customer acquisition and retention campaigns, new business development and marketing strategies in local and national markets for national Tier One financial services, property and telecommunication brands, partnering with agencies including MediaCom, BWM Dentsu, Rapp (DDB Group), and Ogilvy Australia.
Key Clients
NBN Co | Westpac | Stockland
Marketing & Partnership Manager (Fixed Term Contract)
Project3 | Perth, WA 08/2013–02/2014
Executed brand strategy development and extensive marketing, communications, advertising, PR, brand activations and social media initiatives. Procured media collateral, as well as led acquisition and contract management of new sponsors and leads for international events.
Key Clients
Warren Jones Sailing (Kiteracing Oceanic Championships) | Volleyball WA
Account Manager
The Brand Agency | Perth, WA 06/2009–02/2013
Developed and project managed fully integrated campaigns and marketing strategies, and engaged multiple marketing channels to develop client brand, reach an evolving audience base, and elevate brand perception to support marketing and commercial goals.
Key Clients
LandCorp | The Sunday Times | Perth Zoo | Perth Now | CCIWA | Alinta Gas | WARL
Agency Coordinator
Scoop Magazine | Perth, WA 09/2008–04/2009
Marketing & Communications Officer
Institute of Public Administration Aus | Perth, WA 01/2008–09/2008
Communications Associate
Scotia Capital Pty | Toronto, Canada 03/2007–10/2007
EDUCATION
Master of Marketing (MMktg)
RMIT University, Melbourne 2019-2020
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High Distinction
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Inclusion in the Vice-Chancellors List for Academic Excellence in 2019
Graduate Certificate of Marketing
RMIT University, Melbourne 2019
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High Distinction
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Inclusion in the Vice-Chancellors List for Academic Excellence in 2019
Bachelor of Commerce (BComm); Bachelor of Arts (BA)
University of Western Australia (UWA), Perth
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Major in Marketing, English & History
AdSchool Certifications
The Communications Council
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Account Management (DUX Award)
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Foundation
Google Certifications
Google Academy
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Google Analytics Individual Qualification (GAIQ)
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Google Ads Fundamentals
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Google Ads Search Certification
HubSpot Certifications
HubSpot Academy
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Content Marketing Strategy
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Social Media Strategy
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Inbound Marketing
VOLUNTARY WORK
Marketing & Publicity Manager
Leading Youth Forward | Perth, WA 03/2013–05/2014
Coordinated all public relations (PR), social media management, marketing / business strategy, SEO analysis, lead management, events, advertising, media management and marketing communication activities promoting the charity’s aims and community profile. Designed an extensive marketing framework, social media strategy and website, including content development. Wrote press releases, liaised with media stakeholders.