Led PR, media, and social activity, including Melbourne Fashion Week sponsorship. Coordinated campaigns, shoots, and brand partnerships. Managed relationships with media, influencers, and external partners. Supported broader marketing initiatives across retail and brand channel.

Ecommerce Digital Producer at Arkade

January 1, 2014 - December 31, 2016

Produced digital content and social campaigns for retail and lifestyle brands. Supported end-to-end execution across creative, content production, and delivery. Worked closely with internal teams to ensure timely and on-brand output. Built foundations in fast-paced, commercial environments.

Brand & Content Manager (Socially Led) at Loving Earth

January 1, 2016 - December 31, 2019

Led influencer and social content strategy to support brand growth and awareness. Managed brand collaborations and partnerships, including bestselling product launches. Developed and delivered content aligned with a values-led brand and community-focused messaging. Contributed to a 52% increase in brand awareness through socially led campaigns.

Creative Content Director at Sitting Pretty Halo Hair

January 1, 2020 - December 31, 2023

Led creative and content direction across social, campaigns, and brand storytelling during a period of rapid growth. Shaped and evolved brand voice, visual identity, and content strategy across platforms. Delivered key moments including Black Friday/Cyber Monday campaigns and product launches, contributing to a 34% year-on-year sales increase. Managed day-to-day content, community, and campaign execution with a strong focus on consistency and tone.

Social Media Marketing Manager (Contract) at Frank Green

January 1, 2024 - Present

Led social content and campaign deliveries across TikTok and Instagram, working closely with brand and marketing teams. Owned end-to-end execution of the “Lucky Bag” campaign from concept through delivery. Delivered 6M+ organic impressions and contributed to TikTok trending performance over a two-week period. Balanced brand consistency with platform-native storytelling to drive engagement.

Creative Strategy & Brand Direction

January 1, 2024 - Present

Partnered with founders, small brands, and agencies to define brand direction and creative structure during periods of growth or transition. Developed brand strategy and content frameworks, shaping voice and vision across websites, EDMs, and social channels so everything worked together cohesively. Set initial creative direction and visual guidelines, providing clear structure for implementation. Curated and refined work through final edits to ensure consistency, clarity, and quality.