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Work Background
Freelance (Self employed)Freelance - PR & Communications
Jun. 2024Sample of projects:
- Virtual IT Group – In preparation for rebrand by US investor, positioning the firm to own the cybersecurity services market for SMBs:
o Comprehensive comms strategy and associated collateral (Customer Value Proposition copy, Product Catalogue repositioning services, Website copy, Tone of Voice Guide, PR Guide, Content plan aligned with sales funnel stages for 2025, Structure for first white paper).
- Graphite Energy (Renewable energy company) – Engaged via DO Agency for PR supporting lobbying for government funding.
- The Great Room (Flexible workspace provider increasing their footprint in Australia) – Project promotion and thought leadership PR
- Various real estate agents and consumer brands – PR on an ad hoc basis.
ColliersNational Manager PR & Communications
Jun. 2022 - May. 2024Sydney, New South Wales, Australia- Established newly created national role introducing thought leadership PR across all Colliers service lines, including Capital Markets, Leasing, Valuations, Research, Engineering and Design teams.
- Worked predominantly with Managing Directors to enhance positive coverage regarding office, industrial, retail, hotels and residential sector opportunities, during market fluctuations. This entailed:
o Significant increase in feature stories across print, online media and broadcast channels, with a focus on top tier sources such as The Australian Financial Review, The Australian and Sky News.
o Media briefing key spokespeople regarding responses to contentious media enquiries, formal media interviews and broadcast appearances.
- Unique thought leadership content was developed for media, in addition to significant marketing collateral, such as White Papers and LinkedIn campaigns, by working in a fluid and collaborative manner with the Research team, key agents and professional service lines.
- Assisted the national PR team regarding issues in relation to major project sales and listings and liaised directly with clients when required for positive outcomes.
- Enhanced collaboration across the national PR team, ensuring consistent messaging, sharing of relevant content for stronger stories and strategic pitching with regards to key journalists.
BG&ESenior Marketing & Communications Advisor
Sep. 2021 - Jun. 2022Sydney, New South Wales, Australia- As the second member of the Marketing and Communications team, promoted new BG&E offices and engineering service lines across the East Coast, for competitive positioning during the New South Wales infrastructure boom.
- Collaborated with senior leaders to develop unique value proposition for new tailored services, including sustainability and advanced digital engineering consulting.
- Compiled bids and tenders for major projects, across civil and structural engineering.
- Conveyed dense technical insights as compelling thought leadership content for the new website, client communications, events and media. - Profiled contributions to major projects, such as Quay Quarter Tower.
UrbisSenior Brands & Client Consultant (Contract)
Jan. 2020 - Aug. 2021Sydney, New South Wales, Australia- After working with Urbis as a client in previous agency role, contracted in-house and achieved 127% increase in estimated media value ($5.12 million) in 12 months, as part of broader Communications role.
- Launched the Future State Division with national thought leadership initiative (Mission Fit Cities). Campaign elements included a white paper, Urbis’ first international online event, featuring former Lord Mayor of Melbourne Sally Capp and Mayor of Christchurch Lianne Dalziel (over 500 attendees) and a feature article in The Australian.
- Launched Urbis’ House View/national strategy and sector outlook thought leadership series, promoting Urbis as a cohesive national multidisciplinary firm. Campaign elements included quarterly national events (over 300 attendees) and one-on-one tailored client presentations.
- Quarterly Apartment Essentials national media campaigns, garnering feature stories in the AFR, Gold Coast Bulletin and property media sources.
News CorpCommunications Manager (contract)
Apr. 2019 - Dec. 2019- Developed and implemented communications plans for Executive and CEO announcements, ranging from operational and strategy matters, to digital subscriptions’ milestones and Awards.
- Managed national Corporate Social Responsibility campaigns, such as Feed Appeal.
- Promoted News’ initiatives across trade media.
- Compiled communications for internal channels to enhance staff
engagement and galvanise brand ambassadors during a company restructure.
DEC PRStrategist (contract)
Oct. 2018 - Mar. 2019Sydney, AustraliaContributions regarding key accounts:
- Urbis: Primary client lynchpin; accelerated top tier media coverage within
three months, including stories in The Australian, the AFR and The Deal; media briefed spokespeople.
- Mirvac: Client liaison for Mirvac’s Office and Industrial division; developed story ideas and secured coverage, including eight articles with 840,000 opportunities to see for a partnership with Aboriginal start-up Yerrabingin; media briefed spokespeople prior to interviews; contributed to the agency’s Mirvac National Residential account pitch.
- Coca-Cola: Conducted extensive research to advise on potential recycling partners targeting marine debris; secured coverage for Coca- Cola’s partnership with WWF for sustainability program (Project Catalyst), with strategic positioning given controversial perception of brand by environmental journalists.
Ethos UrbanMarketing Communications Specialist
May. 2017 - Oct. 2018Sydney, New South Wales, Australia- Collaborated with senior leadership and a design agency for the strategy and implementation of a new brand to unify and reposition three existing companies (JBA, Planisphere and Buckley Vann). This entailed development of brand values and visual identity, a new website and marketing collateral, delivery of three interstate launch events.
- Developed and implemented localised state marketing strategies, including events, brand partnerships and thought leadership content, enhancing engagement with strategic clients.
- Managed national social media channels, including content planning and creation, to organically grow audience numbers equivalent to pre- merger within a year.
Property NSWCommunications Advisor (contract)
Jun. 2016 - May. 2017- Developed communications plans, media releases and media responses for critical issues, on behalf of the CEO and Minister. This included positioning regarding the divestment of Sirius and social housing in Millers Point. - Comprised part of the Property NSW rebranding campaign team. This involved advising on research angles to develop six insight reports, visual identity guidance and animation ideas to reflect the organisation’s values.
LendleaseExecutive Assistant & Copywriter (contract)
Sep. 2015 - May. 2016- Supported the National General Manager and the rest of the Apartments Design and Building Executive Team.
- Developed content for the Building Division’s new website.
Independent Commission against CorruptionExecutive Officer (contract)
Jul. 2014 - Aug. 2015- Produced a report highlighting business process flaws underpinning corruption, informing Council Assisting’s arguments at a Public Inquiry for a fraud matter (Operation Sonet). This entailed:
o Interviewing government agency staff and preparing witness statements to be tendered for a Public Inquiry.
o Gap analysis comparing a government agency’s current practises and examples of best practise.
- 50% of my role involved project coordination on behalf of the Policy Division including: managing the Division’s budget, managing recruitment of new staff, assisting with implementation of a new project management workflow, preparing status reports for the Executive Group, attending Project Management Group meetings comprised of Executives, the Deputy Commissioner and the Commissioner.
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