CONTENT PRODUCER &
CAMPAIGN STRATEGIST
MAKING YOUR CONTENT SCROLL-STOPPING
✦
MAKING YOUR CONTENT SCROLL-STOPPING ✦
ABOUTMe
My pathway into marketing wasn't traditional.
While studying Drama at Queensland University of Technology, I discovered my passion for marketing while promoting student theatre productions. The storytelling elements and universal language that originally drew me to theatre were just as prominent in promoting the work. This inspired me to add a second major to my degree and pursue a career in marketing.
Over the past six years, I've managed communications for internationally renowned arts organisations across five continents and worked on campaigns for major artists like Elton John and The 1975. From Circa Contemporary Circus to impact organisations like WWF and Healthy Male, my experience spans the arts, entertainment, health and education sectors.
Today, I bring this diverse background to every project, whether I’m creating content, managing social media accounts, copywriting, developing communication strategies or implementing paid media campaigns. My approach combines theatrical storytelling with strategic thinking to create content that audiences genuinely connect with.
My work is guided by the belief that even the smallest piece of content can create meaningful impact. When done thoughtfully, social media can be a powerful tool for positive change and conversation.
CONTENT CREATION
Whether it's a 30-second TikTok or a comprehensive video series, my approach to content creation is shaped by a theatrical background that values both storytelling and audience engagement.
sexual health awareness
International Day of the girl
shaun the sheep’s circus show
COPYWRITING
& BRAND MESSAGING
My copywriting experience spans all mediums. I craft language that captures brand essence while driving audience engagement, from social captions and email newsletters to annual reports and websites
I also collaborate with organisations to develop or refresh brand voice through messaging frameworks and tone of voice guides. By identifying your unique positioning and audience needs, I work with you to create guidelines that empower consistent, authentic communication across all channels.
Recently, I worked with The Flourish Journey to publish long-form think pieces for their audience.
01. The Pressure Of The "Glow-Up"
Discussing the impacts of societal pressure for constant transformation on teenage girls' self-esteem.
“ From magazine covers to makeover TV shows, podcasts to opinion pieces, the pressure to ‘glow-up’ is everywhere. Especially at the start of a new year where we are surrounded by a constant stream of "New Year, New Me" messaging. Countless videos and articles detail everything from diet plans to workout routines, skincare regimens to wardrobe colour analysis—all promoting the idea that teenage girls and young women must continuously transform themselves to meet current beauty standards. And we can already see the visible toll this has on teenage girls' self-esteem.”
02. Why We Can't "Block and Move On"
How Australia's Social Media Ban Affects Teen Girls
“ Last week, the Australian federal government announced its proposal to ban under-16s from accessing social media platforms like Instagram, TikTok, and Snapchat due to concerns over social media's perceived harm to young people's mental health. With studies showing that 1 in 5 teenage girls experience eating disorders, self-harm, or suicidal thoughts, there's undoubtedly an important conversation to be had about young people's experiences on social media, especially young girls. However, an outright ban removes those most affected from the conversation, stripping them of their agency to develop their own positive relationships with social media.”
03. teen girls are asking for more education surrounding healthy relationships
Teen girls are making it clear: they want more education on healthy relationships in all areas of their lives. It's time we do something about it.
“ With 1 in 4 Australian women experiencing intimate partner violence since age 15, and nearly 50% teen girls reporting low self-esteem (a key indicator for relationships), we need to listen and act. Our latest article shares what we've learned directly from young women about the relationship education they're seeking, and how educators, parents and mentors can provide the meaningful support they need. Read the full piece to discover the conversations and practical tools that can help teenage girls build the relationship skills they're actively seeking.”
MARKETING CAMPAIGNS
Behind every successful campaign lies an authentic story waiting to be shared. My work centres on uncovering these narratives and translating them into campaigns that genuinely connect with audiences. Drawing from my theatre background, I bring a dramaturgical perspective to marketing: researching context, uncovering deeper meanings, and providing the critical foundation that enables creative work to truly resonate.
Case Study 1
HEALTHY MALE
For Healthy Male's testicular health campaign, I collaborated closely with their team to normalise self-checks among men aged 18-44. Together, we identified that the clinical importance needed to be balanced with approachable communication. The challenge wasn't just sharing information, but breaking through the awkwardness surrounding conversations on men's health.
Collaborating with Healthy Male's team, I developed a campaign concept that used light-hearted, direct, and occasionally cheeky messaging to transform a serious topic into an approachable conversation. While conceptualising the strategy and drafting all campaign copy, I worked hand-in-hand with the design team to craft content that guided men through every step of the process — from performing a proper self-check to taking appropriate actions if something unusual was discovered.
The campaign extended beyond simple awareness. Coordinating with the broader marketing team, I led the development of comprehensive social media content, paid advertising, and email marketing that met men where they were already spending time online. Each piece of content maintained a careful balance: serious enough to respect the health implications while conversational enough to cut through the discomfort.
The results speak to the effectiveness of this approach. Over one million Australians were reached through Facebook alone, with more than 10,500 users visiting the campaign landing page. Most significantly, 79% of quiz respondents indicated they were more likely to perform regular self-checks after engaging with the campaign — the ultimate marker of behaviour change.
Case Study 2
chia vic
Community housing sits at a critical intersection of social policy and human dignity. For CHIA Victoria's public understanding campaign, I applied comprehensive audience analysis and research-backed platform recommendations to develop a six-month strategy that would reach Victorians with educational content designed to shift perceptions. The approach wasn't simply promotional, but educational, focusing on building genuine understanding of how community housing contributes to solving Victoria's housing crisis.
Working collaboratively with CHIA's team, I implemented a multi-platform strategy that extended beyond traditional campaign metrics. Together we created 199 organic social media assets across four platforms, designed 25 unique advertisements, and developed training resources that would continue serving CHIA's 70+ member organisations long after the campaign ended.
The campaign reached 1.2 million Victorians, approximately 20% of the state's population, while generating 3.49 million impressions at half the cost of industry averages. Yet the most meaningful impact came through capacity building. Through template creation, training sessions, and personalised support, the campaign empowered dozens of not-for-profit organisations with marketing skills and resources that continue generating positive impact today.
PAID
ADVERTISING
My approach to paid advertising combines precise audience targeting with creative messaging that cuts through algorithmic noise. Having managed substantial media budgets for clients across entertainment, arts, health, and not-for-profit sectors, I deliver campaigns that consistently outperform industry benchmarks for engagement and conversion metrics.
Working with iconic entertainment clients, including Taylor Swift, Lewis Capaldi, and Splendour in the Grass, has honed my ability to deploy platform-specific strategies that speak authentically to different audience segments. This entertainment industry experience complements my work with impact-focused organisations like WWF, Community Housing Industry Association Victoria, and Healthy Male, where messaging must balance emotional resonance with clear calls to action.
By maintaining comprehensive knowledge of each platform's unique capabilities and limitations, I consistently identify the most cost-effective channels for reaching target audiences.
Beyond technical implementation, I provide clients with transparent reporting frameworks that translate complex metrics into actionable insights. This data-driven approach ensures continuous campaign optimisation while building client confidence in digital marketing investments.
