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Work Background
Bespoke FoodsProject Manager
Aug. 2024Melbourne, Victoria, Australia- Led the successful rollout of a preventive maintenance program that increased equipment uptime and improved operational efficiency. Developed tailored schedules, introduced tracking tools, and trained staff, resulting in reduced unplanned downtime and enhanced compliance. - Managed full-cycle implementation of a new ERP system, collaborating with cross-functional teams to streamline procurement, inventory, planning, and reporting. The system improved visibility, reduced manual processes, and enabled data-driven decisions. - Planned and executed a high-risk production shutdown with minimal disruption. Through detailed planning and stakeholder engagement, completed the project ahead of schedule and under budget, ensuring safety compliance and a smooth restart. - Designed and implemented automated maintenance workflows using ClickUp, incorporating checklists and recurring tasks. Streamlined assignments, reduced admin burden, and improved task accountability across the maintenance team. - Reduced reactive maintenance by implementing structured logging and trend reviews, allowing proactive issue resolution and improved equipment reliability. - Directed onboarding and system training for new hires, creating targeted training for tools and safety protocols. Accelerated productivity and ensured consistent standards across the team. - Worked with leadership to define KPIs focused on reducing downtime and response times, driving continuous improvement and performance alignment with business goals. - Performed risk analyses for project planning, identifying safety, operational, and financial risks. Recommendations informed project scope and mitigations, ensuring delivery confidence. - Supported equipment procurement and process improvement initiatives, working with suppliers and teams to implement new tools, boost efficiency, and reduce costs.
Mainstay DigitalProject Design Coordinator
Sep. 2023 - Sep. 2024Melbourne, Victoria, Australia- Collaborated closely with directors, strategic partners, and development teams to deliver a wide range of digital products, including websites, e-commerce platforms, and custom applications. Fostered strong communication across technical and non-technical stakeholders to ensure alignment with business goals, user needs, and project objectives. - Scoped complex digital projects from inception to delivery, clearly defining deliverables, timelines, resource requirements, and budgets. Utilised stakeholder input, technical feasibility, and risk considerations to develop realistic project plans that supported efficient execution and measurable outcomes. - Led onboarding and documentation processes using both Agile and Gantt-based methodologies, ensuring all team members, including external contractors, were aligned with project goals, workflows, and communication protocols. - Facilitated Agile ceremonies including daily standups, sprint planning, and retrospectives, maintaining momentum across delivery teams and ensuring consistent progress against deadlines. Actively monitored sprint velocity, backlog health, and team capacity to proactively identify and resolve delivery roadblocks. - Coordinated complex scheduling and resource allocation across cross-functional internal teams and third-party vendors, balancing competing priorities to optimise workforce utilisation and maintain project momentum. Maintained clear communication channels to adapt quickly to changing needs and constraints. - Ensured digital products were delivered to specification, on time, and met client and stakeholder expectations. - Enhanced supplier and partner relationships, driving continuous improvement in communication, process efficiency, and service quality. Negotiated deliverables, streamlined handover processes, and fostered a collaborative approach that improved project timelines and overall delivery effectiveness.
Mum CentralSocial Media Manager
Jul. 2020 - Dec. 2020Melbourne, Victoria, Australia- Developed and managed a dynamic social media content calendar delivering 15 posts per day across multiple platforms, including organic, sponsored, and collaborative content. The calendar was strategically aligned to brand messaging, seasonal campaigns, and audience engagement patterns. I oversaw end-to-end content production, including concept development, copywriting, visual direction, and scheduling. By maintaining consistency and relevance, I successfully maximised reach, optimised engagement rates, and supported ongoing brand partnerships. This volume and variety of content allowed for agile adaptation to real-time trends, product promotions, and audience feedback, ensuring content remained fresh, impactful, and aligned with marketing objectives. - Implemented a targeted growth strategy that resulted in a 30% increase in Facebook followers and an 18% increase in Instagram followers over a six-month period. This growth was achieved through strategic content curation, engagement-driven campaigns, active community management, and the use of targeted advertising. I monitored platform analytics to identify optimal posting times, audience interests, and content formats, continuously refining the strategy to maximise performance. The improved follower base not only expanded brand reach but also contributed to higher engagement, better campaign ROI, and stronger brand awareness across key demographic segments. - Designed and executed a comprehensive social media strategy that generated multiple viral posts within the first month of implementation. The strategy focused on visual storytelling, emotionally resonant content, and data-backed insights into audience behaviour. I leveraged trending formats, hashtags, and platform-specific algorithms to increase visibility and sharing potential. The success of these viral posts significantly boosted brand visibility, expanded audience reach, and generated sustained engagement well beyond initial campaign expectations.
Conversation CaravanMarketing Manager
Mar. 2019 - Mar. 2020Melbourne, Victoria, Australia- Developed and implemented a comprehensive digital media strategy that integrated Facebook, Instagram, email newsletters, and blog content to strengthen brand presence and audience engagement. This strategy was informed by market trends, audience insights, and analytics, and tailored to support Conversation Caravan’s brand voice and business objectives. I oversaw the end-to-end process—from content planning and creation to scheduling, publishing, and performance monitoring—ensuring alignment across platforms and consistency in messaging. The result was a cohesive and adaptable approach that improved digital visibility and allowed the team to respond nimbly to emerging opportunities and audience behaviours. - Led a successful campaign that achieved a 60% increase in social media followers, significantly expanding the organisation’s reach and engagement. By refining content themes, leveraging storytelling techniques, and encouraging user interaction through polls, Q&As, and community-driven content, I built a more vibrant and active online presence. I also implemented targeted growth strategies, such as audience segmentation and social advertising, to attract and retain a diverse and relevant follower base. This growth not only increased brand recognition but also contributed to stronger community engagement and improved outcomes for project-specific campaigns. - Revamped Conversation Caravan’s website content to better reflect the brand’s value proposition, expertise, and community impact. This included developing refreshed copy, writing compelling and accessible case studies, and incorporating clear calls to action across key pages to guide user interaction. The improvements enhanced the user experience, increased session duration and click-through rates, and helped convert site visits into client inquiries and stakeholder engagement.
Lee Bird PhotographyDirector
Jul. 2008Melbourne, AustraliaLee Bird Photography was Established in 2008 and has evolved into a boutique agency offering a variety of services that include Food and Product photography, Personal Branding and Business Marketing Photography Solutions. - Received two prestigious Foodelia International Food Photography Awards (October 2019), recognising exceptional creative direction, technical skill, and visual storytelling in commercial food photography. These accolades reflect a high standard of industry excellence and artistic merit on a global platform. - Strategically built a highly engaged and loyal social media community, growing followership to over 3,000 on Instagram, 4,000 on Facebook, 1,200 on Twitter, and 1,000+ email subscribers. Through a consistent brand voice, compelling content strategy, and targeted engagement, this digital presence contributed to lead generation, client conversions, and brand visibility within the food and lifestyle photography market. - Photographed and styled over 150 premium food and beverage products for Edlyn Foods, with final imagery used across product packaging, marketing collateral, and corporate branding. This large-scale visual content project enhanced the company’s market positioning and brand cohesion across retail, wholesale, and digital channels. - Styled and photographed multiple cover and internal visuals for Hinkler Books’ global range of craft kits, sold at major retailers including Kmart, Big W, and Booktopia. The imagery aligned with brand guidelines while delivering strong shelf appeal, contributing to the visual identity of consumer products marketed to a broad demographic. - Created high-impact food photography featured on product packaging sold through Costco, delivering commercial-grade visuals that aligned with brand standards and consumer expectations. These images supported marketing campaigns and played a key role in driving purchase intent through visually compelling storytelling on retail shelves.
State Revenue Office VictoriaSenior Communications Officer
Jul. 2006 - Dec. 2010- Developed a comprehensive Organisational Style Guide to establish and maintain consistent, clear, and professional communication standards across all departments. - Designed and implemented targeted internal communication strategies by leveraging audience segmentation, automation of email campaigns, and phased training initiatives to enhance engagement and information dissemination. - Provided strategic leadership and project management in delivering organisation-wide Literacy training programs, successfully coordinating delivery across all State Revenue Office (SRO) branches to improve staff capabilities and compliance. - Conducted an extensive review and standardisation of approximately 150 external communication templates, ensuring alignment with corporate branding, regulatory requirements, and messaging consistency to enhance external stakeholder engagement.
Blitz Publications - Postcards MagazineTravel Magazine Editor - Postcards Magazine
Feb. 2005 - Jun. 2006Mulgrave- Successfully project managed the end-to-end launch of a magazine, including securing sponsorships, engaging freelance contributors, and attracting advertisers to support publication and growth. - Planned and executed a high-profile launch event at Channel 9 Studios, hosting over 200 guests and ensuring seamless coordination and engagement. - Oversaw the production of 18 magazine issues, driving subscription growth to a robust base of 20,000 readers. - Managed editorial content from more than 50 writers, coordinating diverse contributions including exclusive interviews with high-profile celebrities.
Herald SunFeatures Sales Executive & Freelance Writer
Mar. 2003 - Dec. 2005Melbourne, Australia- Successfully expanded the Herald Sun School Holiday liftout, increasing its size from 2 to 10 pages to enhance content depth and reader engagement. - Achieved a 76% growth in liftout revenue through strategic content development and targeted advertising initiatives.
Computerweek Magazine, CRN and Marketing Mix MagazineJournalist
Jan. 2000 - Dec. 2002Johannesburg Area, South Africa- Recognised as the youngest journalist selected to cover the prestigious Accenture conference in Florida, demonstrating early expertise and professionalism in industry reporting. - Coordinated and contributed to a high-profile Nike cover shoot for Marketing Mix magazine, managing logistics and creative collaboration to deliver compelling visual content. - Conducted in-depth interviews with CEOs and IT leaders on emerging technology trends, including pioneering developments in Bluetooth, wireless internet, and biotechnology, showcasing strong industry insight and communication skills.
Live Africa Network NewsJournalist and Newsreader
Jan. 1999 - Dec. 2000Johannesburg Area, South Africa- Delivered timely and accurate news reports as a lead newsreader, consistently engaging a diverse audience across multiple African regions. - Produced and presented in-depth investigative stories that highlighted critical social, political, and economic issues, contributing to increased viewer awareness and engagement. - Developed strong on-camera presence and communication skills, maintaining professionalism under live broadcast conditions and tight deadlines. - Collaborated with editorial teams to research, script, and deliver compelling news segments, ensuring factual accuracy and editorial integrity. - Cultivated a broad network of sources and contacts, enabling exclusive interviews and breaking news coverage that enhanced the network’s reputation for reliability.
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