Experience

The Contenders

• Australia
• Advertising Services
• 1 - 100 Employee

• Senior Strategist

  • Jul 2022 - Present



Melbourne Business School

• Australia
• Higher Education
• 300 - 400 Employee

• Sessional Lecturer and Subject Coordinator

  • Jan 2020 - Present

  I design and deliver content and assessment for several postgraduate subjects, as well as oversee all logistical elements and the student experience within it. Drawing on my experience as a strategist, my subjects aim to give an understanding of the fields of brand management and marketing that is, first and foremost, useful. Combining academic references with frameworks used in industry, it aims to equip students with the necessary skills and conversation points to excel in their graduate applications and go on to become competent, critically-minded individuals. I'm experienced with blended learning and learning, having transitioned several subjects online during COVID-19, restructuring content and assessment to support student learning objectives. Show less



Freelance

• Senior Strategist

  • Feb 2020 - Aug 2022

  I create a range of strategic brand deliverables for clients including brand and product positioning, brand purpose, employee value propositions, and brand architecture. I'm also an experienced qualitative researcher, capable of running depth interviews, focus groups, workshops and online forums, as well as secondary desktop research and competitive analyses to inform strategies. A sample of some of the projects I've worked on: -The enterprise-wide purpose 'Progress for Life', employee value proposition, customer value proposition, innovation brand 'AGL Next', B2B Solar proposition, and brand architecture for Australia's largest energy provider AGL, shifting positioning from traditional utility to next-gen provider of energy technology and essential services. -Creating and embedding segmentation & philanthropy messaging strategy for Australian children's charity The Smith Family, contributing to a 52% rise in contributions from corporate partners from $11.5m to $17.5m in FY19-20. -The employer brand for Australia’s third-largest health insurer HCF, and embedded it into organisation’s seven key business units. -Multiple projects for Wesfarmers retail brands, including creating new customer value proposition for Australian online marketplace Catch, and updating brand proposition for Kmart to aid with expansion into new product and service categories. -A new proposition and brand architecture for aged & disability care provider VMCH to complete their merger, including rollout of new visual identity, redeveloped collateral, and multichannel brand campaign. Show less



Lively

• Australia
• Civic and Social Organizations
• 1 - 100 Employee

• Head of Growth

  • Dec 2020 - Nov 2021

  Lively is a not-for-profit that trains and employs young people aged 18-25 to provide home care, social support and skill training for older people. Through its work, Lively aims to address the challenges of loneliness & isolation amongst older people, youth unemployment, and critical staff shortages in aged care. -Established the marketing function. Developed and implemented go-to-market strategy, launching Lively campaigns across paid social, PPC, direct mail and events. -Oversaw refresh of visual identity and full redevelopment of collateral, creating new website copy, info packs, flyers, and partner materials for B2B and B2C audiences. -Collaborated with external stakeholders and service designer to develop and launch new B2B products. -Developed B2B partnerships strategy, establishing relationships with MPs, local governments, health providers, and private businesses to support, fund and deliver Lively programs. -Managed and directed third-party engagements with digital agencies, consultants, media publications, event organisers, photographers, videographers and other suppliers, leading to features on Sky News, ABC and The Age. -Drove content creation initiatives across paid, owned and earned media, doubling website traffic and increasing time spent per visit by 20%. -Led website redevelopment, updating site architecture, creating wireframes, and adding new case studies and CTA’s. Show less



PUSH Collective

• Australia
• Advertising Services
• 1 - 100 Employee

• Brand Strategist

  • Jul 2018 - Feb 2020

  PUSH Collective is a strategic brand consultancy based in Fitzroy, Melbourne. While at PUSH I worked on strategy projects with some of Australia's biggest industries and clients - from financial services, healthcare and energy, to real estate and even aviation. Things I'm proud of working on:-The brand platform and messaging matrix for industry super fund CareSuper, with post-launch tracking demonstrating significantly improved associations with 'providing good returns', 'innovative', 'energetic' and 'forward thinking'.-The repositioning of Australian Catholic University and subsequent collaboration with internal teams in launching their multichannel brand campaign, resulting in 30% increased YoY attendance at Open Day, and 28% higher domestic postgraduate demand the following year.-Updating the proposition for Macquarie University, leading to double-digit growth in recruitment leads and stronger brand associations with 'innovative'. -The customer value proposition and messaging strategy for international education organisation IDP's English testing subsidiary IELTS.-The brand positioning for UK/Australian B2B payments optimiser Optal, since acquired along with travel payments provider eNett for $577 million by WEX.-The brand proposition for luxury real estate agency Kay & Burton. Show less

• Brand Analyst

  • Nov 2016 - Jul 2018

  I supported senior strategists in the development of brand strategies, helping to manage projects and analyse primary research, as well as conducting secondary desktop research that provided additional insights for our final deliverables.



University of Melbourne

• Australia
• Higher Education
• 700 & Above Employee

• Head Tutor

  • Jul 2015 - Nov 2018

  At the University of Melbourne I’ve tutored several final-year undergraduate management, marketing, and international business subjects to over 350 students. In addition to teaching my role includes creating exercises and facilitating discussions that expand on theory in a more informal, interactive setting. As head tutor I’ve also lectured and designed assignments. Together with the lecturer, in 2016 I overhauled a subject’s worth of content and assessment, modernising it to make it truly useful for an aspiring graduate. Using popular culture as a lens to make exploring theory more accessible, my student satisfaction levels have routinely been positive, at or above 90% each semester. Show less