York St Brands

BOOST LAB & tbh Skincare joined forces, creating York St Brands. At York St Brands we create shame-free spaces where customers can confidently address their evolving beauty concerns.  

Current brands:  

tbh Skincare - For spotty hotties everywhere. A first to market patented treatment for acne that focuses on targeting breakout causing bacteria living within biofilm. Clinically shown to outperform traditional market-leading solutions.

BOOST LAB - Serums made simple. It's high glow for low effort thanks to quality, clean, award-winning formulations and easy-to-follow directions that show you how to seamlessly incorporate serums into your daily routine.

Head of Marketing

2023 projects include content work for InStyle Magazine, and marketing and brand repositioning strategy for retail beauty brand, Boost Lab. 

Consulting to a range of businesses within beauty, media, e-commerce and retail. Working alongside existing marketing and content teams to redefine brand positioning and formulate future strategies. Projects include workshop and focus group moderation, brand and content strategy, copywriting, campaigns and strategic partnerships.

Freelance Consultant - Marketing & Content

Vitable

I led a team of 10 to build out the marketing strategy for venture-backed personalised vitamins e-commerce, Vitable, across Australia, NZ and SEA. This included leadership of four teams across growth marketing, affiliates, creative production and content marketing. With a focus on delivering to monthly sales and LTV:CAC targets, I streamlined the team's focus and the remit of our agency partners to deliver innovative campaigns at scale. Key projects included leading a rebrand spanning brand positioning and visual identity, and revamping our content strategy and loyalty program - partnering with 10 new brands. I also built a range of new strategic partnerships across wellness, fitness and beauty partners to drive growth, and carved out a monthly innovation budget to test and swiftly scale new channels.

Head Of Marketing

Floraly

As the first marketing hire for flower gifting e-commerce, Floraly, I built out the marketing strategy from scratch and also oversaw product development and gifting add-ons. I managed four agencies and two direct reports spanning key areas of content production, performance marketing, SEO, PR, affiliates, strategic partnerships, email marketing and social. Key achievements include leading a successful equity crowdfunding campaign resulting in $616k raised from customers and investors (target: $250k), increasing our average order value by 6% by bringing on 10 new gifting add-ons, and doubling the Floraly Instagram following in six months.

Head of Marketing & Growth

Scentre Group (Owner and Operator of Westfield in Aus and NZ)

Leading a team of 12 Regional Digital Leads across ANZ, I was responsible for Westfield’s national digital strategy across web, social and eDM, including the creation of our editorial content. Our role was to work with our centre teams to cultivate best practice writing, editing and social execution, as well as embedding digital insights and analytics skills across the portfolio. I also worked closely with our key retail partners to effectively program their news and editorial across our 42 sites.

Senior Marketing Manager - CX Strategy & Content

Leading a team of 12 Regional Digital Leads across ANZ, I was responsible for Westfield’s national digital strategy across web, social and eDM, including the creation of our editorial content. My team’s role was to work with our centre teams to cultivate best practice writing, editing and social execution, as well as embedding digital insights and analytics skills across the portfolio.

National Marketing Manager - Content, Strategy & Programming

Blackdot

Content strategy across a range of B2B and B2C clients, facilitating workshops, and working with the delivery team to develop blog posts, white papers, scripts and marketing campaign content from Blackdot’s core consulting IP. Led social strategy and art direction, including brand refresh across web, eDM, logo and collateral. Doubled Blackdot's LinkedIn following in three months after introducing a new content strategy.

Content Marketing Consultant

David Jones

Management of inhouse editorial magazine, JONES and the JONES digital platform. Seconded as Content Lead for the launch of David Jones Food - managing content and programming across digital channels.

Content Marketing Lead - JONES Magazine

Folo (folo.world)

Working across launch communications, strategy, marketing and branding for tech startup, Folo.

Head of Marketing & Communications

Karrikins Group

Contract role for a management consulting firm, working across social impact projects for Optus and CBA including Optus Digital Thumbprint.

Program Marketing Manager

Australian Broadcasting Corporation (ABC)

Magazine contract role working as deputy to the Editor on the Triple J Annual; the radio station's yearly take on all things music and alternative culture. Editorial strategy, feature writing, sub-editing, proofreading and image sourcing, during the magazine's five-month production phase.

Deputy Editor - Triple J Annual

Senior marketing leader with 14 years’ experience spanning retail, startups and digital content publishing. With a consistently entrepreneurial approach, my focus is on finding creative ways to drive growth. Strategic and collaborative, I’m a customer-first thinker with a passion for innovation and building high-performing, multi-disciplinary teams.

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