Cooki Haircare

Good, clean, fun! Cooki is ultra-foaming solid haircare that actually works. It's plastic-free, no nasties shampoo and conditioner that’s great for your hair and fuss-free for travel. With over 3000 5-star reviews and 20,000 customers so far, we're quietly converting Australians and Kiwis to solids, one bar at a time.

Managing Director

eurowalls

Eurowalls is Australia and New Zealand's favourite destination for shopping wallpaper online. We are about premium quality made affordable, delivering an extensive range of European wallpapers and murals to your door since 2008. With over 50,000 styles - from Versace maximalism, to textured grasscloths, to floral prints - we've got your next interior project covered.

Consulting to a range of businesses and publishing clients within beauty, media, e-commerce and retail. Projects include book and magazine editing, workshop and focus group moderation, brand and content strategy, copywriting, campaigns and strategic partnerships.

Consultant - Marketing & Publishing

York St Brands

Joining initially as a consultant to run a repositioning of BOOST LAB, including focus groups, creating a brand strategy and defining a new tone of voice, rolling out new ads and successfully helping to drive exponential growth for the brand within a new target demographic. 

I later came on full time managing the marketing team across both tbh Skincare and BOOST LAB, spanning hiring and mentoring a team of five, product launches, and overseeing a busy graphic design studio for the two brands across trade marketing and B2C. Work spanned content strategy for social and email, ad concepting, NPD product marketing, and the rollout of the tbh Skincare launches into Priceline and Coles.

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

I'm a marketer and editor with 15 years' experience spanning retail, startups and publishing. I bought then built Cooki Haircare, a D2C e-commerce brand selling solid shampoo (that actually foams!), where I grew online orders by 10 times in a year profitably to seven figure revenue. In 2024 I also acquired e-commerce interiors brand, Eurowalls, which imports premium wallpapers and murals from Europe into the Australian and New Zealand market. 

Previous lives include marketing roles at David Jones, the ABC, tbh Skincare, Westfield, Boost Lab and Floraly. I've been published in the New Zealand Listener, the ABC and InStyle Australia, and have edited books on topics from fashion to psychology. I love chatting e-commerce, brand marketing and publishing - my DMs are open!

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