Some of my recent and most recognisable work
I helped new wellness and bathhouse launching in Melbourne find their voice and cut through a crowded market, developing brand positioning copy, tone of voice and channel content strategies to help the brand go-to-market while winning fans and building momentum along the way. With the objective to cut through the beauty industry b*llshit and be a brand with a clearly recognisable voice, Sense of Self is quickly distinguishing itself ahead of opening its first venue later in 2019.
Through my work with Character + Distinction I have helped develop communications and public relations strategies to help Mercedes-Benz Vans engage influencers and broader audiences in the toughest ute market in the world. Some recent highlights have included partnerships content and campaign management, influencer marketing strategies and copywriting for media and public-facing platforms.
As the Managing Editor of est living for over two years, I helped elevate the design publisher’s profile, audience and output in a period of rapid business growth. I grew the publication’s readership by 43% YOY and grew the social audience over by 150% in an 18 month period, including growing substantial audiences in new markets and on new channels. Developing and executing a comprehensive content strategy saw the publication produce more stories with more reach than ever, while engaging with new audiences through daily editorial content and quarterly digital magazines.
I developed the brand positioning copy and website copywriting for artisanal tea brand Parlor Tea, launching in 2019. To bring traditional tea craftsmanship to a thoroughly modern audience, I worked with the brand to develop a story that balanced the heritage of the product with its relevance to modern life, creating a brand voice as timeless and timely as the product.
Leading technology and innovation festival Above All Human was in need of refreshed brand content and language ahead of its third edition. I worked with the AAH team and Startup Victoria to deliver both brand positioning and tone of voice content as well as a cross-channel content strategy to build momentum and ticket sales ahead of the 2018 edition. With over 75% of tickets sold, the festival was a financial and broader success, bringing the Above All Human brand to a bigger audience than ever before.
I worked with Canadian retailer Kit and Ace to help tell their product story to an Australian audience. Working on both campaign, product and retail marketing copy, I copyedited existing brand materials to resonate with a local audience and wrote copy for their publication The Brief as well as general marketing and social media copy.
Joining Art Series Hotel Group in a period of rapid group, I helped launch new hotels The Schaller Studio, The Watson and The Larwill Studio through content and copywriting, particularly across the brand’s extensive digital channels. I also oversaw social media strategy, and led the development and launch of the brand’s blog and e-store.