Experience

Catholic Homes - Western Australia

• Australia
• Hospitals and Health Care
• 1 - 100 Employee

• Marketing and Communications Manager

  • Jul 2020 - Present

  Following the appointment of a new CEO, I was initially hired to develop and prepare a brand building and marketing strategy that would cut through and support a new strategic growth plan. Over the last two years, I have done just that, despite the significant industry challenges. Devising a range of strategies to better connect with customers, I have constantly evaluated and evolved the plan to ensure effectiveness. Specifically, I have increased brand awareness by 100% and reversed negative perception by over 40%. Creating targeted campaigns versus a one-size-fits-all approach, the incorporation of digital marketing has provided the perfect backdrop to capitalise on increased revenue, customer satisfaction and community loyalty. Further, I have championed the organisation's crisis communication to deliver consistent messaging throughout the pandemic and partnered with HR to attract quality talent despite a widespread industry workforce crisis. _________ Catholic Homes is a large non-profit organisation providing quality home and residential aged care and retirement living services across Western Australia. Show less



Juniper Aged Care

• Australia
• Hospitals and Health Care
• 100 - 200 Employee

• Communications and Public Relations Manager

  • May 2013 - Jul 2020

  Challenged to change Juniper’s marketing approach to evolve alongside its audience, meet strategic outcomes and avoid revenue loss – I delivered fresh branding, communications, and advertising initiatives that directly impacted bottom-line increases over six years. Credited with introducing digital marketing to the organisation, I increased brand awareness by 135% over four years while also helping secure two coveted industry awards. However, one accomplishment I am most proud of is retention. Throughout my time with Juniper, I maintained a stable team with zero turnover. In an industry with significantly high churn rates, the ability to maintain a happy, productive team directly reflects my management style. _________ Juniper is a not-for-profit provider of residential aged care, home care and retirement living. They have 24 homes across Australia with 1,800 staff and annual revenue of $160M. Show less



PPR Australia and New Zealand

• Australia
• Public Relations and Communications Services
• 1 - 100 Employee

• Senior Public Relations Account Manager

  • Oct 2007 - May 2013

  I led major PR and communications initiatives for leading construction companies, land developers, and the WA State Government in this demanding role. Excelling at maximising media exposure, crisis management, tenders and generating positive publicity, I was a finalist in the 2010 Public Relations Institute of Australia (PRIA) national crisis management award. Position highlights included: ▷ Securing two significant construction tenders, including the $1.6B Children’s Hospital project and Elizabeth Quay. ▷ Management support and lead role in the PR crisis and international media scrutiny of the Montara Oil Spill and Commission of Inquiry. Show less



Westscheme

• Perth, Western Australia, Australia

• Communications Manager

  • Jul 2006 - Oct 2007

  Pivoting from the public sector, I hit the ground running in a brand-new industry. Managing a small team, I oversaw the entire scope of marketing and communication materials across the fund. My role also handled pre-press / production and delivery of a series of awards, education, and sponsorship programs. _________ Westscheme was a former partnership between CCIWA and UnionWA. A $3.4B industry superannuation fund, Westscheme formally held the largest funds under management in Western Australia. Show less