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Work Background
In The MakingHead of Digital / Co-agency Director
Sep. 2022Melbourne, Victoria, AustraliaAs Co-Director of In The Making and Head of Digital and Content, my focus is on growing my own agency and helping clients build their brands. In three years we have turned over $1.5mil in profit. Lead a team of 3 and implement all digital, social, content and influencer campaigns.
Delivered retainer and project work for BOUNCE Inc, Piccolina Gelateria, Savers, b clinic, A Taste of Harmony, Royal Flying Doctors and Suntory Oceania.
Delivered > 30 social media and influencer strategies Retained 80% of clients in 3 years
Thrive PR + CommunicationsBusiness Director - Social and Content
Feb. 2020 - Sep. 2022Melbourne, AustraliaLeading a national team of 15, I oversaw the implementation of all digital, social, content and influencer campaigns. Built and scaled social and content divisions from 1-20, while maintaining 90% staff retention
Generated $2mil+ in recurring annual revenue through developing forward-thinking marketing strategies and championing a country-wide agency collaboration. Increasing revenue by 157%
Secured a 75% new business strike rate.
Delivered campaigns for LEGO (global and AU/NZ), TikTok, Airbnb, MG Motors, Harley Davidson, LARK, Anaconda, Spotlight Group, Harris Scarfe, Disney and ANZ.
HaystacGeneral Manager Content & Social, Haystac
Jan. 2010 - Feb. 2020South Melbourne, VictoriaHaystac (Dentsu Creative) is a leading PR, social and content agency – part of the Dentsu Aegis Network. Built and led team from 0 to 14 strategists and creatives with 90% employee retention. Led > 70
new business pitches and served > 30 client portfolios across education, financial, and consumer brands. Generated $700,000 in recurring annual revenue Secured 5-year contracts and 25% increase on retainers by leading innovative business-firsts for ANZ’s Facebook Live with Naomi Simson and Sanofi’s partnership with Tmall to host live shopping experiences for Chinese consumers.
Delivered > 40 culture-building strategies including live feedback workshop and sessions hosted by industry experts.
Reduced recurring operating costs by $150,000 through developing strong internal capabilities and efficient systems.
Produced work for brands including Kmart, ANZ, BP, Officeworks, Mars, Sensis, Subaru, SodaStream and Melbourne Fashion Week. Spark Communications - Dentsu Aegis (merged with Haystac in 2015) • General Manager 2014-2015
• Head of SPARK 2012-2014
• Account Director 2010-2012 Prior to merging with Haystac, I was General Manager of Spark Communications, a PR agency specialising in sport PR, sponsorship leverage and social media. I led social media and PR campaigns for ANZ, AFC Asian Cup, Australian Grand Prix, AACTA Awards, LA Galaxy, SodaStream, Cbus, Penrith Panthers, AIA Australia, Heinz, Berocca, Samsonite, Melbourne Spring Fashion Week and Melbourne Racing Club to name a few.
Thrive PR and CommunicationsSenior Account Manager
Jan. 2007 - Dec. 2010As an Senior Account Manager I delivered public relations campaigns for Melbourne Victory, MCG Rite of Passage, Kraft, Mattel, AGL and Sharpie. Work included, but not limited to media relations, ambassador and talent management, stakeholder relations, event management and issues management.
Think Creative EventsSenior Account Manager
Jan. 2004 - Dec. 2007
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