DIGITAL

With 10+ years of digital expertise, I specialise in crafting strategic social campaigns and immersive digital experiences tailored to diverse audiences. My work spans multiple industries, engaging everyone from university students and C-suite executives to niche markets requiring precision messaging. By blending data-driven insights with clear, compelling narratives, I deliver content that aligns with brand objectives—whether simplifying complex ideas for technical audiences or elevating thought leadership for executives.

Chisholm Institute

  • Prospective and current students.

  • Chisholm needed a way to highlight the success of their pathways program—a flexible learning journey that lets students customise their qualifications and earn credits toward a bachelor’s degree.

  • I brought the story of Kayenat Ali, a pathways success story, to life. After interviewing her, I turned her inspiring journey into an engaging advertorial for Mornington Peninsula Magazine. The piece didn’t stop there; it was reimagined for social media and internal newsletters, maximising its reach across multiple platforms.

  • The campaign not only boosted Chisholm’s reputation as a top-tier education provider but also showcased the real-world impact of its pathways program.

KMART

  • Christmas shoppers

  • Kmart needed a holiday makeover for their online store. The site was cluttered with navigation issues, broken links, and a less-than-ideal customer experience—far from festive cheer. The challenge was to make it easier for shoppers to find what they need and love their online shopping experience.

  • I created over 500 SEO-optimised product descriptions, updated meta-descriptions, tagged images, and a Google Ad stack. I even managed the content upload process through the CMS to ensure everything ran smoothly.

  • The results spoke for themselves—a 30% boost in organic search traffic and a smoother, more enjoyable shopping experience for Kmart customers.

Box Hill Institute

  • Aspiring Cyber Security studentsective and current students.

  • With Cyber Security courses booming across Australia, Box Hill Institute needed a standout way to showcase its programs and facilities to future students.

  • Enter PECAN Capture the Flags—a dynamic event designed to test high school students' cyber skills. We promoted the event across the web, social, and newsletters while spotlighting Box Hill’s cutting-edge courses and facilities.

  • The event drew in top-tier talent and positioned Box Hill as a leader in Cyber Security education.

NAB

AKQA

  • Credit card customers at risk of cancelling.

  • NAB wanted to keep their at-risk credit card customers engaged and onboard, using personalised journeys through email and the web.

  • I crafted tailored email campaigns triggered by smart customer data prompts, delivering relevant and timely retention offers.

  • Thanks to timely, personalised communication, we had happier customers and a noticeable boost in retention rates.

Wholefood Merchants

Milkman Agency

  • Health conscious shoppers

  • Whole Foods Merchants (WM) is Melbourne’s go-to organic grocery store. The challenge is to convince a niche audience that quality and value are synonymous.

  • I created persuasive, tailored content packed with organic, SEO-driven goodness designed to connect with health-conscious shoppers who value what WM offers.

  • The effort paid off. WM ranks organically for key search terms and has grown from a single-store operation into a powerhouse stocking over 35,000 products.

Firbank Grammar

  • Persctive students and thier parents

  • Firbank Grammar is one of Victoria’s top private schools, boasting incredible facilities and endless opportunities for its students. The problem? Its website didn’t do it justice. With 250 pages of dry, technical jargon and repetitive content, it was tricky to navigate—and even more challenging to convey the school’s value.

  • We reimagined the entire site. After mapping out the structure, we trimmed unnecessary pages and rewrote the content in a warm, approachable tone that showcased Firbank’s strengths while making it easy for families to explore.

  • The revamped site delivered smoother navigation, friendlier language, and higher engagement—including a boost in online enquiries from prospective families.

MYOB

The Purple Agency

  • Internal MYOB staff

  • MYOB wanted an engaging in-house event to inspire creativity, foster collaboration, and celebrate the art of storytelling among their team.

  • Enter the Purple Film Festival. I wrote playful, engaging copy encouraging staff to use their phones to unleash their creativity and make short films. The messaging focused on teamwork, imagination, and the joy of storytelling.

  • The response was incredible. 125 films were submitted, each a testament to MYOB’s vibrant culture and the collaborative spirit of its people.

BMW

Ogilvy

  • Luxury car buyers

  • BMW needed a standout campaign to drive run-out sales for one of its top models in the Mornington Peninsula, a region where style and performance matter. The goal was to craft a campaign that matched the brand’s sophistication while delivering results over the busy summer.

  • I helped develop a seamless outdoor and digital campaign that captured the allure of BMW’s luxury vehicles and spoke directly to the Peninsula’s discerning audience. The creative was designed to turn heads, spark curiosity, and drive showroom traffic while maintaining BMW’s signature premium tone.

  • The campaign ran throughout the summer and made a noticeable impact, successfully contributing to BMW’s run-out sales and reaffirming the brand’s dominance in the luxury car market.

AAMI

Ogilvy

  • Existing AAMI customers

  • AAMI wanted to do more than protect their customers—to meet more of their insurance needs. The task? Create email marketing campaigns (eDMs) that encourage cross-selling and upselling, all while making the experience seamless and relevant for their customers.

  • I designed a versatile library of eDM templates, each tailored to different customer profiles and insurance needs. These emails weren’t just about selling—they were about highlighting innovative, relevant next steps, like bundling policies or adding new services.

  • The strategy delivered. Customers upgraded their policies, engagement levels climbed, and AAMI strengthened its reputation as an insurance provider that truly understands its customers.

SPC

Leo Burnett

  • Young families

  • SPC wanted to connect with young families by promoting their Ardmona products in fresh, non-traditional ways. The goal? Build engagement and make their brands at the top of the minds of busy parents looking for quality and convenience.

  • I created tailored social media content, crafting campaigns across Facebook, Instagram, and Twitter. From showcasing Golden Valley's wholesome appeal to highlighting Henry Jones's heritage and quality, every post was designed to resonate with its target audience while maintaining a vibrant and approachable tone.

  • The campaign resonated with young families, driving high engagement and cementing SPC’s place in their hearts (and shopping carts).ign not only boosted Chisholm’s reputation as a top-tier education provider but also showcased the real-world impact of its pathways program.

Sweat Nation

TBWA

  • Fitness app users who signed up for promotional materials but hadn’t yet activated their accounts

  • Sweat Nation wanted to get more users off the sidelines and into action. To this end, it used email marketing to motivate these would-be users to take the 30-Day Challenge and start experiencing the app’s benefits firsthand.

  • I wrote motivational, user-focused UX copy that spoke directly to the audience’s fitness aspirations. From irresistible subject lines designed to boost open rates to punchy, action-driven email content, every word was crafted to inspire action and encourage click-throughs. The campaign was about making activation an exciting first step toward their goals.

  • The strategy worked. Engagement rates surged, conversions climbed, and Sweat Nation saw its active user base grow—all fueled by emails that truly connected.

STRATEGY

I have a strong background in strategic communications and brand strategy. I have led institution-wide communication campaigns and implemented centralised content calendars. I developed multi-channel strategies to enhance brand messaging and standardised, scalable email templates.

CHISHOLM

  • Chisholm Institute students seeking orientation and support resources

  • Coordinating cross-departmental feedback, ensuring timely content revisions, and adhering to a strict deadline to overhaul the 2024 guide into a compliant, accurate, and student-ready 2025 edition.

  • A structured project plan with assigned roles, phased deadlines, digital collaboration tools, and iterative review processes (e.g., track changes, stakeholder approvals) to streamline updates and ensure alignment with institutional standards.

  • The finalised 2025 Student Guide was published with updated content, compliance sign-offs, and integration into key digital platforms, followed by targeted communications to students and staff to maximize accessibility and engagement.