In today's digital landscape, navigating the complexities of social media can be daunting, especially for large brands aiming to make a significant impact. Using my industry expertise, I specialise in providing tailored social media consultation services designed to elevate your brand's online presence and drive tangible results.
2022- present
As Senior Social & Innovation Manager, I help drive initiatives across all OMD Create clients in Brisbane, inputting at a national level. This role has me leading across key social clients to ideate and execute strategies that drive full-funnel outcomes across both campaigns and brand work.
I manage a team of specialists and support a national Social & Innovation team across the APAC region. I help ideate, strategise, implement, and measure campaigns that frequently involve working with partner agencies, such as Augmented Reality Developers, Production Houses and Digital Agencies.
2021 - 2022
At Disorder Media House, I implemented innovative digital and social media marketing strategies for both the esports brand, ORDER, and their culture-driven brand, DIS.
I led a team of social media specialists in the implementation of best practices across all relevant platforms, including Instagram, TikTok, Twitter, Twitch and YouTube. I also managed key digital and social campaigns and activations across the two brands. My role at DMH also encompassed editorial, earned media, SEO and SEM.
In my time at DMH, we successfully rebranded ORDER and doubled its social reach. We also launched the DIS brand with several well-received hero content series starring major talent. The DIS launch was covered by Acclaim and Complex. We also launched apparel lines for the two brands.
2020 - 2021
As Linktree’s Social Media Manager, I created a new social strategy for the brand and its audience verticals.
Using data-driven analytics and marketing insights I brainstormed, ideated, produced and crafted social media content for all of Linktree’s accounts. I also managed the Linktree community - responding, reacting to and starting cultural conversations with our audience. Since I started, Linktree experienced unprecedented growth - going from 3 million to 10 million users. We were also named Fast Company’s #3 most innovative social media company of 2020.
I also wrote long-form editorial copy for the Linktree blog and managed online live webinars via Zoom. I worked closely with the design, growth, support, and development teams to ensure timely, accurate, and relevant delivery of projects.
2016 - 2020
As a Content Manager, I managed social creative and media strategy as part of CHE Proximity’s content marketing department.
This department was absorbed into creative, and I began to specialise in ideation, copywriting and social media strategy. I worked with an Art Director and became client-facing.
Alongside BAU copy, I wrote and managed social campaigns and digital components of award-winning integrated campaigns.
2016
As an intern, I developed skills in both long-form and short-form copywriting. I also became adept at social media reporting.
2012 - 2016
I wrote editorial and advertorial content for the Resort News and AMG publications. During university I took on a freelance role as the AccomNews Social Media Manager.
Meta Business Manager
TikTok Ads Manager
Twitter Ads
Twitter Analytics
YouTube Analytics
Google Ads
Hootsuite
Sked Social
LinkedIn admin
Instagram analytics
Twitch admin & analytics
Nuvi
Trello
Sprinklr
Google Suite
Google Analytics
Microsoft Suite
Plann
Social Bakers
Asana
AirTable
Zoom
Metabase
Notion
Loom
Sprout Social
Tagger
RivalIQ
Brandwatch
BACHELOR OF COMMERCE, MARKETING MAJOR
Graduated 2016
GRADUATE
Graduated 2018
We created an online game that matches young basketball hopefuls with the shoes of their NBA gods.
With the knowledge that young basketball hopefuls tend to pick a shoe early in their career (and stick with it until they reach stardom) we created a digital online quiz. This quiz asks questions about your play style and matches you with a signature shoe based on your responses.
The twist? To complete the quiz, you have to jump through a few hoops. Literally.
The quiz was hosted on the SPORTbible website and amplified via an article PSA, social drivers across the network and digital display across the site - surpassing all estimates for page views, game completion, and replay rates.
We developed a successful YouTube series where creators in the gaming, music and art spaces react to a World Gone Mad.
The DIS team spent months creating a new content series on YouTube named DIS-Lab. DIS-Lab was a YouTube variety and talk show featuring prominent guests from the gaming, fashion, and music worlds such as Aki Yaguchi, 3K’s Beluga, Pania, DJ Spell, Crayator and HexSteph. They reacted to niche cultural moments in a series of off-kilter segments.
Melbourne-based neo-soul artist Billy Davis hosted the show with streamer and gaming org co-founder Sam Peckett (known as ‘Peckett’). My role in the series was in distribution and marketing. We hosted the show on YouTube, but distributed clips across TikTok, Instagram and YouTube Shorts to increase awareness and play to the algorithm. I also created a bespoke campaign to promote the show across Google, YouTube, Instagram, Twitter, Reddit and TikTok. The show regularly attracted thousands of viewers and was backed by Australia’s biggest banking app, Up.
We created a joint fundraising initiative between eight children’s hospitals and countless giant brands to help get kids home from hospital sooner.
I had an essential role in this campaign from start to finish. My main responsibilities were the creation of social strategies, playbooks and content that would launch this new charity initiative into the world. We started with just a short film, but received involvement from major brands, huge celebrities and regular Australians alike.
Part of my role was managing and leveraging seperate fundraising ventures, like Coles’ Mum’s Sause launch, Assembly Label’s t-shirt line and events from Pasta Pantry and Disney/Marvel. With zero media, we were able to grow an entirely new social presence by simply coordinating promotions from our partners and celebrities.
I also took a leading role in digital/website copywriting, influencer strategy, content creation and community management.
CHEP, alongside CarSales, harvested the data from over 100,000 static ad listings and turned them into one-of-a-kind car ads, all without the sellers having to lift a finger.
I played a supporting role in bringing this campaign to life. With over a trillion possible ads, it was my responsibility to generate TV script copy that could fit into five distinct car commercial genres. The more cliché the better.
I also created the social strategy based on shares and organic reach. The sheer number of ads uploaded temporarily broke a major social platform’s API.
Most pet insurance ads are depressing. But they shouldn’t be, because when our pets get injured, they regret nothing. We created bespoke vet supplies that are as overconfident as they are.
In conjunction with the PR and Creative departments, I created the social strategy for this campaign from scratch. This meant taking the original idea and figuring out how we can use aspects of pet culture, pop culture, and meme culture to bring it to the next level. We were able to generate earned media and social clout by using some famous faces and incredible artists.
flybuys Travel has deals so hot you’d want to buy a holiday on impulse.
To get the ball rolling on a brand refresh for flybuys, we were tasked with coming up with a campaign to push the best deals in the history of flybuys Travel. To avoid standard retail-driven campaigns, we created The Bye-Buys Countdown. A ticking clock that entices you into saying “bye” without much thought.
This became one of the most successful campaigns in the history of flybuys Travel.
I wrote a rap song for this image. Seriously.
Between 2016 and 2018, I ran the Liquorland social media accounts. In this time, I was able to create several effective social campaigns for retail holidays and cultural events.
I also launched Liquorland’s Instagram channel.
Swann Insurance’s growth was primarily organic.
Between 2017 and 2018 I ran the Swann Insurance Facebook page. Here I was able to create competitions, ambassador live streams and safety-oriented content for motorcycle owners.
We were able to raise over $5000 with our Instagram auction.
I worked with Feast Watson starting with their 2018 Re:Love campaign. In this yearly campaign, influencers up-cycle old furniture to breathe new life into them using Feast products.
Listening to the community and creating content that’s relevant for them.
Between 2020 and 2021, I worked as Linktree’s Social Media Manager. I managed its entire presence, including Instagram, Twitter, TikTok, YouTube and Facebook pages. This includes a Facebook user group and Zoom webinar series. My job was to listen to the wants and needs of our subscribers and craft content that’s relevant and re-enforces the overarching marketing strategy.
ORDER’s rebrand required a new content strategy which included the sale of limited edition apparel drops, and the onboarding of gaming content creators, including Twitch streamer Fasffy.
For the new DIS brand, we crafted an entirely new content strategy from the ground up, which included an apparel line, several content series’ and the leveraging of creatives globally.
Starting in 2021, I was brought on to the newly formed Disorder Media House to craft a digital and social strategy for their two major brands - the esports organisation ORDER and the new gaming content brand DIS. We implemented a social strategy that combined short and long-form video content, apparel, talent collaborations, strong community engagement, and paid social support to grow the presence of both brands. In my time at DMH, ORDER’s social presence has doubled its reach from 15,000 to 30,000, and DIS grew a dedicated following of 2,000.
I was joined by Katie Smith, Linktree's head of marketing, and Jeremy Katzenstein, growth & partnerships manager to discuss how brands can add live streaming to their marketing mix. We spoke about Twitch, Mixer, Facebook and YouTube - and even discussed some of the new and innovative streaming solutions that came post-COVID.
In this webinar for Indonesian authors using Storial, I’m joined by Jess Box, the Head of Growth, and Jeremy Katzenstein, growth and partnerships manager, to discuss online strategy in general. I gave my views on how to grow your social following from the ground up.
A digital campaign for Coca-Cola’s range of soft drinks.
A print ad for Colgate Optic White
A radio ad for RSVP.com
An influencer strategy for Aldi.
An outdoor campaign for Ford Ranger.