Head of Creative

• Feb 2022 - Present

Head Of Content

• Feb 2020 - Feb 2022

Scratch is on a mission to become Australia’s most trusted pet wellbeing brand. We make super-premium dog food you can feel good about. Shipped directly to your door on a subscription model, we get to know each dog and their human better, and your pooch gets fresher, healthier food for less.This approach has helped us win both Frankie Mag’s 2019 Small Business of the Year and the Online Retail Industries Best Small Independent Business. More importantly, it has meant we’ve also won over thousands of pet parents who trust us with their dog’s nutrition.Our brand is crafted for modern dog owners who care as much about their pet’s nutrition as they do about their about their own. What I do:- Marketing & communications - Storytelling for new products & events- Social media strategy- Writing and producing content for all channels - Event curation and brand activations - Podcasting - Producing video content from our events or educational partners- Overseeing photoshoots- Working to achieve consistency across all brand touch-points.

Guest Lecturer & Course Advisory Committee member - Digital & Social

• Apr 2020 - Present

Senior Copywriter

• Jan 2021 - Present

Freelance Copywriter - Blinkist for Business

• Oct 2021 - Dec 2021

Freelance Senior Copywriter

• May 2019 - Aug 2020

Unipos is a recognition and engagement suite which helps you build a more connected and productive organisation. Unipos is a recognition and engagement suite which helps you build a more connected and productive organisation.

Social Media Strategist EU

• Jul 2017 - Sep 2018

I am predominantly responsible for building a strong social media presence for Casper in the EU market. While continuously improving social media performance, I also focus on developing the Casper EU voice based on the global brand. Duties: - Oversee all Social Media activities and own social media brand voice for Casper EU - Manage a team of Community Managers across EU markets - Create & maintain a social media calendar for short-term initiatives & long-term campaigns - Track social media engagement and results and establish reporting, including KPIs to measure the impact of social media activities & continuously monitor & improve effectiveness - Monitor benchmarks & create competitor reports including a ranking & insights into key learnings according to social media presence & strategy - Conduct research to determine social media/interactive marketing opportunities & competitiveness - Monitor ongoing social and cultural conversations to identify and implement "real time" opportunities - Coordinate engagement projects & execute marketing plans to target audiences across all platforms - Analyze social media engagement metrics such as new user growth, fan likes, comments and shares, and report these numbers weekly - Develop brand awareness, generate inbound traffic, and cultivate sales via the use of social media - Generate creative material in support of the creative team for all platforms and tactics Casper (casper.com) is a global sleep company that launched in 2014 with an engineered, outrageously comfortable mattress sold directly to consumers. Its critically acclaimed sleep surface was developed in-house & boasts a sleek design. The company is one of the fastest-growing consumer brands of all time, and its product line has expanded to include sheets, pillows, a matching foundation, and a dog mattress. Casper was named one of Fast Company's 50 Most Innovative Companies in 2017, and its eponymous mattress was crowned one of TIME Magazine's Best Inventions.

Video Production Manager

• Nov 2016 - Feb 2017

Conceptualise, capture and edit video content for Marley Spoon brand on both a creative and technical front. Manage the ongoing implementation of video content across performance marketing and social media platforms.Create iterations of existing video content to fine-tune messaging and compare performance in A/B tests. Use Adobe Creative Suite applications including Premiere Pro, Photoshop and After Effects to edit original content and create iterations of existing videos. Optimise the agency-created TVC for online channels to increase visibility, understanding and effectiveness for different mediums/platforms. Core goals: - Increase awareness for the Marley Spoon brand by creating highly engaging, current video content for distribution on social media platforms including Facebook, Instagram, Twitter and Snapchat. Video content style included food trend videos, recipe videos, how to videos, Facebook live, GIFs and cinemagraphs. - Performance marketing > increase conversion rate and lower CPA by optimising video content for acquisitions and distributing these within performance channels of Facebook advertising, CRM, Youtube and native. Creative direction: - Develop a brand style guide for video to promote brand awareness and consistency of content for Marley Spoon. - Establish an A/B testing strategy in order to understand best practices in terms of look and feel for video. - Develop brand guidelines for video and create templates to make future projects more streamlined in terms of consistency + time saving.

Copywriter & Social Media Manager (UK)

• Mar 2016 - Feb 2017

Marley Spoon is bringing delightful, market fresh and easy cooking back to the people. Our chefs create inspiring and mouthwatering recipes every week. You select what you would like to cook and we deliver the recipes and all the ingredients you need. We use technology to re-invent the food supply chain while reducing unethical food waste and directly connecting consumers with quality producers. In order to achieve this, we are solving challenging problems in taste profiling, behavior prediction and real-time logistics.But in the end it's simple: We started Marley Spoon because we love cooking and we love eating.Marley Spoon is currently operating in the US, Europe and Australia.MY ROLE: - Develop the UK social media content calendar for Facebook, Twitter, Instagram, and the Marley Spoon blog- Write on-brand, fresh social media copy that engages audiences and generates conversions- Measure and drive performance using analytics tools- Respond to customer comments and questions, act as secondary customer support for queries that come through via social media- Create and launch social media campaigns that align with marketing calendarKey Skills: Clear understanding of social media metrics and how to drive themDemonstrated passion for writing and social mediaBusiness or Communications degree preferredExcellent command of British English; deep cultural and contemporary knowledge of the UK

Co-Founder & Marketing Manager

• Dec 2011 - Sep 2016

Squid Stamp is Melbourne's freshest Theatre-in-Education company, dedicated to delivering outstanding physical theatre to school-aged children and families at festivals, museums, theatres and schools. In 2013 I co-founded this company and I act as joint Artistic Director, responsible for the company's creative output, marketing, financial management, and strategic vision. Specific duties include: - Liaising with key industry figures in the fields of venue management, festival coordination, ticketing, marketing, philanthropy, OH&S, Public Liability, advertising, media, etc. - Ascertaining and engaging with our target audience and conducting research to effectively appeal to them. - Devising creative and effective marketing strategies and campaigns. Responsible for the company's website and online social media presence. - Copywriting, proofreading, editorials, media releases and promotional wording. - Promoting Squid Stamp's values, employees, products and events. - Applying for grants and other opportunities - Managing ticketing for festivals/events - Developing new work, notably writing and directing "The Technology Show"​ which won Melbourne Fringe Festival's Best Kids Show Award in 2013. - Performing in shows and acting as one of the public faces of the company. - Programming and planning events, festival appearances and performances. - Managing the business' financials and tax.

Ticket Services Assistant

• Jan 2015 - Jan 2016

Casual box office position. Use of Tessitura ticketing system. Casual box office position. Use of Tessitura ticketing system.

Venue Assistant (Usher)

• Feb 2015 - Dec 2015

Casual Venue Assistant/Usher. Duties: Demonstrate a commitment to service excellence for all visitors to the Centre. Safely and efficiently direct visitors through the Centre for timely event operation. Ensure that public areas of the venues are tidy, well presented and prepared to receive visitors. Provide help and assistance to all visitors, including those with access requirements. Support the day-to-day operations of the venue by responding to customer enquiries, ticket scanning, safeguarding, running the cloaking services, processing transactions for cloakroom and merchandise, and reconciling sales and receipts at the end of each shift.

Digital Marketing Coordinator

• Aug 2013 - May 2014

Social media, scheduling posts, copywriting, media releases, data entry for website, assisting with new website launch and testing, eDM, DM, Photoshop, InDesign, Tessitura, Hootsuite, photography, marketing, editing, proofing, HTML.The Role: - Support the operations of print media, online, digital and social media communication. - Contribute to developing effective marketing strategies and operations of both digital and print media. - Assist with the content management, launch and rollout of the Melbourne Recital Centre’s new website. - Primarily responsible for proactively maintaining the website- Coordinating the production of printed concert programs - Create online and digital collateral, including e-news, special offer emails, EDMs, DMs, invitations and video content. - Deploy posts and managed communications on social media platforms including Facebook, Twitter, YouTube and Instagram accounts. - Gain practical experience using Photoshop, InDesign, Tessitura Ticketing System, Publisher, Outlook, Artifax, and contributed to the website’s CMS. - Work in the atmosphere of an organisation renowned for exceptional music experiences in Melbourne, recognised worldwide for its state of the art acoustics.

Usher & Box Office Assistant

• Feb 2012 - May 2014

Assistant Director of NSFW

• Oct 2013 - Dec 2013

Assistant Director to Tanya Dickson "NSFW" by Lucy Kirkwood Red Stitch Actors Theatre Melbourne, Australia Assistant Director to Tanya Dickson "NSFW" by Lucy Kirkwood Red Stitch Actors Theatre Melbourne, Australia

Marketing Assistant (Internship)

• Aug 2012 - Apr 2013

8-month Marketing Internship with acclaimed theatre company, Red Stitch Actors Theatre. The Role: - Devising dynamic and cost-effective marketing solutions for the theatre company with both a short and long-term outlook. - Gaining practical and professional knowledge of marketing areas including social media presence, SEO/Google Adwords, CRM, the creation/distribution of online video content such as trailers and teasers, the implementation of discount offers, subscription management and ticketing awareness. Key duties included: - compiling the 500 Club Newsletter eDM. - administrative duties. - subscription/ brochure mail outs. - monitoring ticket sales and creating marketing campaigns to boost or support these. - co-event managing the 2013 Season Launch at Pawn & Co. - special event photography and recording. - maintaining social media accounts by regularly updating Facebook, Twitter and Instagram accounts. I was also a key player in exploring and supporting Red Stitch’s goal to pursue collaborative arts marketing with sister companies Flinders Quartet, MKA, and Ballet Lab.

Producer and Media Contact

• Apr 2012 - Apr 2013

AUNTY DONNA are Melbourne's wildest, freshest, and naughtiest sketch comedy troupe. - Registration officer for festivals including the 2012 Melbourne Fringe Festival and the 2013 Melbourne International Comedy Festival. - Managing ticketing for the group for these events involving event build forms, managing complimentary ticket allocations and communicating with invited VIPs - Media contact person and liaison - Writing media releases and promotional copy - Budget management