I’m an experienced strategist who loves people, culture, and spends a lot of time thinking about what actually makes us all tick.
I get a buzz from finding genuine insights to apply in creative, innovative ways, working with enthusiastic people, and having a positive impact on the world (if at all possible).
Who am I?
For over nine years, I’ve worked across marketing and advertising as a content planner, social media specialist, with a good dollop of brand strategy across all my roles.
Skilled in strategy, research, data analysis, experience mapping, content management and collaborating with creative people to execute impactful work.
My love for storytelling contributes to how I think about content and brands. Alongside a desire to understand human behaviour and motivations, this has driven me to create, collaborate on, and deliver strategies that can live outside of a page or framework, and connect with real people, in the real world.
The Taboo Group
2020 - 2022
Working as a strategist across a number of high-profile clients such as Telstra, the TAC, Wine Victoria, Coopers, and Accent Group, I work alongside an agile, motivated, and fast-paced team to bring innovative ideas to life in unexpected ways.
Playing a key role in brand and digital, I create brand strategies, campaign plans, client workshops, and work closely with our creative team to bring people closer to brands. Working for a B-Corp organisation aligns closely with my personal values of making advertising a more accessible, diverse, and inclusive space, both through the work we make and the industry as a whole.
Leo Burnett Melbourne
2016 - 2020
Hired as a Digital Content Strategist back in 2016, I worked within an incredibly talented team providing strategic direction and support across a number of clients.
I was responsible for shaping the social strategies and content creation for General Mills, SPC, Honda, and Twinings.
I also cut my teeth in brand strategy across 7-Eleven, Victoria University, Twinings, and City of Melbourne.
I had the great pleasure of attending the AdSchool Advanced Strategic Planning course (run by the wonderful Alex Wood) via The Communications Council in 2017.
Sainsbury’s
2012 - 2016
Across my five-year tenure at Sainsbury’s, I worked in a number of functions within marketing. These included content management of their print magazines and food website, content development for brand campaigns, and for the last three years I headed our social media team, where I was responsible for managing all social media output across our platforms, managing the customer service arm of our social channels, and developing two wonderful direct reports within our team.
Working within food retail gave me a huge insight into navigating relationships and roles in a large organisation, as well as educating me on how to work fluidly and effectively with senior internal stakeholders and agency partners.
Personal
1990 - 2020
I’ve always had a passion for reading, and I’ve tried my hand at writing a few things too. I studied Literature & Language at the University at Birmingham, where I learnt not only about the art of the written word, but also the human motivation hidden behind the pages (E.M. Forster calls it the ‘muddle’ - I wholeheartedly agree with him). And it’s within this ‘muddle’ I found my fascination with human behaviour, desires, and the cracks between what we say we do, and what we actually do.
I still pursue my love of writing personally; I have a selection of poems I am preparing for publication, and you will find me at the back of a crowd in one of the wondrous multitude of spoken word events held across Melbourne.