I am a digital marketing and brand strategist specializing in nightlife, lifestyle, and hospitality-led brands, with over 5 years’ experience leading multi-venue content, brand presence, and audience growth across entertainment environments. I currently lead digital content and brand presence across multiple venues within Universal Hotels Group, working closely with senior leadership on campaigns, activations, and audience growth initiatives. Alongside this, I founded a slow-fashion label (YJF) and a creative branding studio (YJF-AGENCY), supporting businesses in visual identity, positioning, and digital presence. My background in fashion has sharpened my visual instinct, trend awareness, and design thinking, enabling me to bridge brand strategy and creative execution from concept through to content direction. After progressing from freelance brand consultant to in-house digital lead within a major hospitality group, I am seeking a fully remote digital marketing role aligned with lifestyle, music, or culturally driven brands.…

Yasmin Jade Fraser

I am a digital marketing and brand strategist specializing in nightlife, lifestyle, and hospitality-led brands, with over 5 years’ experience leading multi-venue content, brand presence, and audience growth across entertainment environments. I currently lead digital content and brand presence across multiple venues within Universal Hotels Group, working closely with senior leadership on campaigns, activations, and audience growth initiatives. Alongside this, I founded a slow-fashion label (YJF) and a creative branding studio (YJF-AGENCY), supporting businesses in visual identity, positioning, and digital presence. My background in fashion has sharpened my visual instinct, trend awareness, and design thinking, enabling me to bridge brand strategy and creative execution from concept through to content direction. After progressing from freelance brand consultant to in-house digital lead within a major hospitality group, I am seeking a fully remote digital marketing role aligned with lifestyle, music, or culturally driven brands.…

Available to hire

I am a digital marketing and brand strategist specializing in nightlife, lifestyle, and hospitality-led brands, with over 5 years’ experience leading multi-venue content, brand presence, and audience growth across entertainment environments. I currently lead digital content and brand presence across multiple venues within Universal Hotels Group, working closely with senior leadership on campaigns, activations, and audience growth initiatives.

Alongside this, I founded a slow-fashion label (YJF) and a creative branding studio (YJF-AGENCY), supporting businesses in visual identity, positioning, and digital presence. My background in fashion has sharpened my visual instinct, trend awareness, and design thinking, enabling me to bridge brand strategy and creative execution from concept through to content direction. After progressing from freelance brand consultant to in-house digital lead within a major hospitality group, I am seeking a fully remote digital marketing role aligned with lifestyle, music, or culturally driven brands.

See more

Skills

Experience Level

Language

English
Fluent

Work Experience

Marketing Coordinator at Universal Hotels
January 1, 2024 - Present
Develop and execute social media campaigns to support venue events, seasonal promotions, and brand initiatives. Planned and executed paid campaigns using Meta Business Suite, tracked campaign performance via Meta and TikTok Analytics, and managed content calendars and audience growth initiatives. Led the group-wide brand refresh and acted as Community Manager across platforms, driving engagement and event inquiries.
Junior Design Assistant at Honour
January 1, 2022 - January 1, 2023
Supported design team with branding, collateral, and content creation tasks, contributing to campaigns and visual updates.
Design Assistant at Honour
January 1, 2022 - January 1, 2023
Design support across collections; assisted with product development and styling.
Assistant Stylist at Doodad + Frandango
January 1, 2021 - November 1, 2021
Assisted styling for campaigns and shoots; collaboration with design and creative teams.
Founder & Brand Strategist at YJF AGENCY
January 1, 2019 - Present
Independent branding and digital studio delivering logo design, brand identity, websites, and social media presence for startups and hospitality clients; led end-to-end brand creation and rollout and provided remote branding and digital strategy for international clients.
Founder & Creative Director at YJF
January 1, 2019 - Present
Independent direct-to-consumer fashion label focused on modern ready-to-wear and elevated essentials; responsible for brand, product, and digital experience development; designed collections, established visual identity, directed campaigns, and managed end-to-end brand operations; pre-launch work and online launch planning.
Social Media & Community Coordinator | Events & CEO Support at Universal Hotels
January 1, 2018 - Present
Lead multi-brand social, content, and brand development across a 16-venue lifestyle and hospitality portfolio; in-house creative function shaping visual identity, storytelling, and campaign direction; drive community engagement and audience growth; spearheaded group-wide brand refresh; managed content production including reels, photography, and digital assets.
Manager at Royal Hotel, Leichhardt
January 1, 2015 - January 1, 2017
Oversee operations, oversee guest experience, and contribute to brand positioning and venue performance within the hospitality environment.
Operations Manager at Royal Hotel, Leichhardt
January 1, 2015 - January 1, 2016
Oversee operations, event logistics, budgeting, and client relationship management; contribute to guest experience and revenue objectives.
Operations Manager at Civic Hotel, Sydney
January 1, 2014 - January 1, 2015
Managed operations and supported branding and guest experience initiatives within a hospitality setting.
Junior Design Assistant at Capsule
January 1, 2011 - January 1, 2015
Assisted design team with branding and visual assets, contributing to brand rollouts and campaigns.
Manager at Glasgow Arms Hotel
January 1, 2009 - January 1, 2012
Restaurant/hotel operations and management.
Customer Service at Club Fivedock RSL
January 1, 2006 - January 1, 2008
Customer service operations, front-of-house responsibilities.

Education

Bachelor of Fashion at TAFE NSW
January 1, 2019 - January 1, 2023
Bachelor of Fashion at TAFE NSW
January 1, 2018 - January 1, 2023
Bachelor of Fashion at TAFE NSW
January 1, 2018 - January 1, 2023
RMIT Content and Social Media Marketing at RMIT
March 1, 2026 - February 25, 2026

Qualifications

Certificate IV in Design
January 1, 2018 - January 1, 2018
Certificate IV in Textiles Design & Printing
January 1, 2018 - January 1, 2018
Certificate III Design Fundamentals
January 1, 2017 - January 1, 2017
Certificate IV Business
January 1, 2014 - January 1, 2015
RSA
January 11, 2030 - February 24, 2026
RCG
January 11, 2030 - February 24, 2026
Certificate IV in Design (CUA40715)
January 1, 2018 - January 1, 2018
Certificate IV in Textiles Design & Printing
January 1, 2018 - January 1, 2018
Certificate III Design Fundamentals
January 1, 2017 - January 1, 2017
Certificate IV Business
January 1, 2014 - January 1, 2015
Responsible Service of Alcohol (RSA)
January 11, 2030 - February 24, 2026
Responsible Conduct of Gambling (RCG)
January 11, 2030 - February 24, 2026
Certificate IV in Design
January 1, 2018 - January 1, 2018
Certificate IV in Textile Design & Printing
January 1, 2018 - January 1, 2018
Certificate III in Design Fundamentals
January 1, 2017 - January 1, 2017
Certificate IV in Business
January 1, 2014 - January 1, 2015
Responsible Service of Alcohol (RSA)
January 11, 2030 - February 25, 2026
Responsible Conduct of Gambling (RCG)
January 11, 2030 - February 25, 2026

Industry Experience

Travel & Hospitality, Media & Entertainment, Retail, Professional Services, Other

Skills

Experience Level