Experience

Devicie

• Australia
• Computer and Network Security
• 1 - 100 Employee

• Head of Marketing and Communications

  • May 2023 - Present

  At Devicie, we’re passionate about accelerating security and productivity through device management. We believe the needs of IT, security and compliance professionals and end-users can be met efficiently, affordably and with minimal friction. We’re building the tools to make it happen.



Agency Marou

• Advertising Services

• Marketing and Communications Strategist | Copywriter

  • Mar 2020 - Present

  Australia Agency Marou is my own company. I work with B2B and B2C clients in HRTech, coaching and wellness. I also assist other agencies with their work, from responses to huge construction RFTs to social media post copy and psychic’s websites. It's a great mix of strategy and my first love: copywriting. Key clients: - Airwallex - Culture Amp - Chewy Creative - inBloome Group Inc - Marion Piper Creative - PredictiveHire - SecureStack



CyRise

• Australia
• Computer and Network Security
• 1 - 100 Employee

• Head of Marketing and Communications

  • Jan 2023 - May 2023

  CyRise helped cyber security startups and in-house cyber security professionals get better, faster through CyRise Bootcamp, Accelerator and Scaleup programs for founders and CyRise Elevate for in-house professionals. Unfortunately, CyRise closed in 2023.



Australia Post

• Australia
• Consumer Services
• 700 & Above Employee

• Service Communications Manager, B2B Marketing (contract role)

  • Feb 2021 - Dec 2022

  Melbourne, Victoria, Australia



AGL

• Australia
• Utilities
• 700 & Above Employee

• Copywriter (contract role)

  • Sep 2020 - Dec 2020

  Melbourne, Victoria, Australia



UsabilityHub is now Lyssna

• Australia
• Software Development
• 1 - 100 Employee

• Marketing Director

  • Jan 2020 - Mar 2020

  Melbourne, Australia UsabilityHub is democratising access to user research. We help organisations better understand the people they serve and adopt human-centred approaches to creating products and services. We do this by building research products that make observing behaviour, asking questions and sharing insights more accessible. Our current suite of tests includes: - five second tests - first click tests - design surveys - preference tests. Our UsabilityHub panel brings… Show more UsabilityHub is democratising access to user research. We help organisations better understand the people they serve and adopt human-centred approaches to creating products and services. We do this by building research products that make observing behaviour, asking questions and sharing insights more accessible. Our current suite of tests includes: - five second tests - first click tests - design surveys - preference tests. Our UsabilityHub panel brings together 170,000+ respondents, so you can order responses from people in your target demographics easily. For broad demographics - you can often get results in hours! You can try UsabilityHub today for free. Show less



PageUp

• Australia
• Software Development
• 100 - 200 Employee

• Global Marketing and Communications Manager

  • Nov 2017 - Jan 2020

  Melbourne PageUp is a SaaS talent management solution enabling organisations across the globe to manage their entire talent lifecycle. Responsible for leading the marketing team to establish and accelerate lead generation channels, nurture leads to MQL, drive retention and upsell. Manage PR including crisis communications. Design strategy for scaling and automating growth processes for both enterprise and mid-market prospects. Key Achievements Designed and delivered B2B event… Show more PageUp is a SaaS talent management solution enabling organisations across the globe to manage their entire talent lifecycle. Responsible for leading the marketing team to establish and accelerate lead generation channels, nurture leads to MQL, drive retention and upsell. Manage PR including crisis communications. Design strategy for scaling and automating growth processes for both enterprise and mid-market prospects. Key Achievements Designed and delivered B2B event marketing, content marketing, digital marketing and communications strategy that increased brand awareness, generated leads and nurtured them to MQL in order for PageUp to reach its year one ARR revenue growth goal with marketing attribution of 40%. Optimised the PageUp brand guidelines and architecture informed by current product, buyer and competitive landscape analysis achieving consistency in messaging across the organisation and lifting the brand. Managed and repaired PageUp’s reputation during and after a security incident in May 2018, including liaising with forensic Investigators and keeping messaging current and consistent to media, customers, employees, end users and partners. Led a project to deliver new messaging for each product addressing multiple buyer pain points with new features, benefits and collateral. Increased ‘all of platform’ deals lifting LTV of new and existing customers. Delivered updated messaging for PageUp’s new website and provided feedback on strategy and priorities to achieve conversion rate optimisation. Hired, onboarded and developed a predominantly new team whilst recovering from the incident, delivering the website, uplifting the brand and assets and building pipeline for growth required by new private equity investors. Built an experimental culture to encourage A/B testing optimising for results. Show less



Culture Amp

• Australia
• Software Development
• 700 & Above Employee

• Head of Content

  • May 2016 - Nov 2017

  Melbourne Culture Amp is a values-driven high-growth B2B startup with Series D VC funding providing a SaaS Employee Engagement solution. My job was to design and execute content marketing strategy and build the marketing team (in-house and contractors). Key Achievements Delivered and executed content marketing strategy to successfully meet high-growth top-of-funnel goals across all regions (Australia, UK, USA) in line with budget, business strategy, target audience pain points and… Show more Culture Amp is a values-driven high-growth B2B startup with Series D VC funding providing a SaaS Employee Engagement solution. My job was to design and execute content marketing strategy and build the marketing team (in-house and contractors). Key Achievements Delivered and executed content marketing strategy to successfully meet high-growth top-of-funnel goals across all regions (Australia, UK, USA) in line with budget, business strategy, target audience pain points and evolving products and brand. Met pipeline requirements of an early-stage high-growth startup whilst building a remarkable and values-led brand in an environment where new competitors arrived regularly and for the first time, were successfully de-positioning Culture Amp. Articulated brand personality, positioning, product descriptions, features and benefits so that Culture Amp was more consistently successful in attracting prospects and winning deals in our target market. Content, brand and mission remains well-regarded in the HR industry. Oversaw implementation of data-driven measurement and analysis of campaigns, channel performance and overall cost of acquisition. Built marketing team (in-house and contractors), designed and executed content marketing strategy. Intermittent management of marketing team (USA and Australia-based) as required, upskilling team members, hiring and external resourcing. Provided overall brand messaging including style guide, copy and direction for website redesign. Contributed to the growth trajectory which saw Culture Amp obtain series C funding. Show less



Agency Marou

• Advertising Services

• Strategy Director

  • May 2012 - May 2016

  Melbourne agency marou is a marketing and brand strategy agency I designed, resourced, executed and measured effectiveness of brand, marketing and communications strategies for agency clients for lead generation, growth and behaviour change. I was also responsible for business development and quoting. Key Clients: - Culture Amp - Melbourne Market - REA - RetroJan (now RJ Living) - VECCI - Zoos Victoria Key Achievements Consistently met growth, awareness… Show more agency marou is a marketing and brand strategy agency I designed, resourced, executed and measured effectiveness of brand, marketing and communications strategies for agency clients for lead generation, growth and behaviour change. I was also responsible for business development and quoting. Key Clients: - Culture Amp - Melbourne Market - REA - RetroJan (now RJ Living) - VECCI - Zoos Victoria Key Achievements Consistently met growth, awareness, delivery and revenue goals for each client. Retained long-term clients and enjoyed referrals to high-value prospects. Hired by client (Culture Amp). Executed best-practice strategy on budget and on time (often whilst educating clients and stakeholders) to meet each client’s goals and individual expectations. Created strategies for new B2C ventures including online coffee companies, craft beers, apps, tech products, produce and restaurants. Managed clients’ Facebook, Twitter and Instagram accounts to build community, drive actions and provide prompt, on-brand, responses. Managed Facebook Ads. Engaged a comedian to live tweet The Ashes organically growing one craft beer Twitter account from >20 followers to over 900 in one week, and earning media coverage on a major radio station. Conceptualised and delivered (for five years) Zoos Victoria’s member kids magazine to nurture conservation values in children and drive visitation. The magazine is delivered to 80,000+ households and consistently received excellent member feedback. Show less



SMK

• Australia
• Education
• 1 - 100 Employee

• Editor

  • Jul 2011 - Jul 2012

  Melbourne, Australia SMK is a specialist learning and development organisation with expertise in assisting companies with digital transformation and using social media, mobile and digital channels more effectively. I was responsible for the design and execution of the content marketing strategy. Key Achievements The design and implementation of a new blog and EDM strategy and website, together with content with and by industry leaders allowed SMK to meet its goals whilst filling seats in… Show more SMK is a specialist learning and development organisation with expertise in assisting companies with digital transformation and using social media, mobile and digital channels more effectively. I was responsible for the design and execution of the content marketing strategy. Key Achievements The design and implementation of a new blog and EDM strategy and website, together with content with and by industry leaders allowed SMK to meet its goals whilst filling seats in training sessions in Australia and Asia. Created strategy to grow training organisation over the long-term by building awareness amongst the marketing community whilst keeping cash flow positive in a bootstrapped new company. Show less



Peppermint Magazine

• Australia
• Book and Periodical Publishing
• 1 - 100 Employee

• Editor at Large

  • Feb 2010 - Jul 2011

  My first story for Peppermint magazine was about Tim Tams, sadly not celebrating them, but swearing not to eat them until Arnotts stopped using unsustainable palm oil. Little did I know it was a fight that would take years. Peppermint is an independent quarterly print magazine founded in Queensland, Australia by a fearless woman named Kelley Sheenan. It looks, feels and is gorgeous. During the early years I helped with process and procedure, editorial direction, cover images and coverlines… Show more My first story for Peppermint magazine was about Tim Tams, sadly not celebrating them, but swearing not to eat them until Arnotts stopped using unsustainable palm oil. Little did I know it was a fight that would take years. Peppermint is an independent quarterly print magazine founded in Queensland, Australia by a fearless woman named Kelley Sheenan. It looks, feels and is gorgeous. During the early years I helped with process and procedure, editorial direction, cover images and coverlines, wrote the original style guide and made some great friends. I also got to interview Jane Goodall. Another career highlight. Show less



Beat Magazine

• Australia
• Writing and Editing
• 1 - 100 Employee

• Freelance Journalist

  • 2007 - Jul 2011

  A right of passage for Melburnian writers, Beat was everything you want in a training ground, tight (print, set-in-stone) weekly deadlines, a committed team and some great interviews - with comedians, dancers, playwrights and other inspiring types. I kept writing for Beat long after I'd grown an interest in sustainability, so when a last-minute interview came up with none other than David Suzuki, I was well-positioned to take it. Career highlight.



T-world

• Editor

  • Jan 2009 - Jun 2010

  When I joined T-world magazine I didn't have a T-shirt in my wardrobe, but I learnt a lot at this ultra-niche bi-annual print magazine which is distributed in over 30 countries. I wrote so many stories I had to use an alias for some (respect, Felix), wrote the style guide, briefed freelancers, provided art concepts and produced photo shoots. Most importantly, I got to interview The Count, and he emailed me back in purple font. Unforgettable. At a magazine awards lunch for T-world, I met the… Show more When I joined T-world magazine I didn't have a T-shirt in my wardrobe, but I learnt a lot at this ultra-niche bi-annual print magazine which is distributed in over 30 countries. I wrote so many stories I had to use an alias for some (respect, Felix), wrote the style guide, briefed freelancers, provided art concepts and produced photo shoots. Most importantly, I got to interview The Count, and he emailed me back in purple font. Unforgettable. At a magazine awards lunch for T-world, I met the founder of Peppermint magazine. Show less