Developed and led a long-term editorial content platform to strengthen brand identity, audience engagement and partner relationships.

Created the concept and editorial direction of a branded magazine, combining storytelling, institutional communication and community building. Managed the full content ecosystem, including topic development, editorial planning, writer coordination, editing, visual direction and distribution.

Built the magazine into an integrated communication tool, connecting print, digital channels and social media, and supporting both audience engagement and employer branding. The platform also functioned as a storytelling layer for partners and stakeholders.
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Result: Established a sustainable, multi-year content platform that strengthened brand identity, deepened audience relationships and created continuous engagement beyond individual campaigns.

Developed an integrated marketing and communication system for a multi-location cultural festival.
Built campaigns around event-based marketing logic, combining PR, social media, content and regional communication channels. Introduced real-time social communication during the event period to increase engagement and visibility.
Coordinated creative, media and organisational stakeholders to ensure consistent messaging and campaign execution.
Result: Increased visibility, stronger audience engagement and improved ticket sales performance.

Designed and supported communication strategies for new concert formats targeting previously unreached audiences.
Worked on projects combining classical music with other genres (visual, theatre, gaming), requiring new positioning, messaging and channel strategy. Developed tailored communication approaches for different audience segments, including digital-first and community-based outreach.
Aligned innovative formats with existing brand identity, ensuring both accessibility for new audiences and credibility for existing ones.

Designed and implemented a B2B-focused loyalty and partnership program to strengthen long-term collaboration with corporate partners.
Built a structured communication and engagement system combining events, content and relationship management. Developed messaging, communication flows and program logic to support ongoing partner interaction and activation.
Worked at the intersection of marketing and business development, aligning communication with partnership and revenue goals.
Result: Established a stable partner community, stronger B2B relationships and more predictable collaboration and engagement.

Developed and launched a branded content platform to strengthen audience engagement and long-term brand visibility.
Created the concept and editorial direction of a magazine, combining storytelling, brand communication and community building. Managed the full content workflow, including editorial planning, writing coordination, visual direction and distribution.
Extended the platform into digital channels, integrating content into social media and broader communication campaigns, while also supporting employer branding and partner engagement.
Result: Established a long-term owned media platform, strengthening audience loyalty, brand depth and continuous communication beyond campaign periods.

Repositioned a leading symphonic orchestra from a local cultural player to a nationally recognised, innovative brand with large-scale productions.
Led the development of a consistent brand system, including visual identity, messaging and communication structure across digital, print and event-based platforms. Coordinated a full rebranding process (including design tender), and ensured long-term consistency across campaigns, content and brand extensions.
Integrated the new brand direction into social media, video content and audience communication, supporting the organisation’s growth into a high-visibility cultural player.
Result: Stronger brand recognition, consistent visual and verbal identity, and a scalable communication system supporting large audiences and new formats.