As a senior member of the content discipline at JM, I worked closely with the product, design, and development teams to develop and execute user-centred content strategies for websites, products and channels for JM’s startup, scaleup and venture capital clients across Australia and the USA.
With a flair for deeply informed and impactful copywriting, I wrote, edited, optimised, and consulted on content writing, UX copy, brand campaign taglines, email marketing copy, captions, boilerplates and scripts.
Project Highlights: VentureCrowd, CoLab, Momentous Institute, Caylent, Pyn, ReGen and Aigen.
Awards:
2022 AGDA Awards - Merit - Brand Expression - Digital - Pyn, 2022 AGDA Awards - Distinction for Brand Identity - Small Business - Pyn
Skills: Content Strategy, Brand Strategy, Brand Narrative, Script Writing, Creative Project Management, Editorial Strategy, Copywriting, Content Design, People Management, Communication, Presentations
In 2021, I worked as a Content Lead for Genie Solutions - a practice management software provider with two SaaS practice management products, Genie and Gentu.
Working closely with Product Marketers, PMs, Product Designers and Developers, I developed and executed Content Strategies for the Genie and Gentu products and the Genie Solutions brand.
I also employed editorial tactics to plan and create website content, blog content, corporate presentations and other marketing collateral - working collaboratively with a Marketing designer to bring concepts to life.
Skills used: Marketing Management, Content Strategy, UX Writing, Content Design, Design Thinking, Agile, Stakeholder Relationship Management, Creative Project Management, Editorial Strategy, Copywriting, Content Writing, Content Design
In early 2018 I worked with LaunchVic, Victoria’s startup agency, to organise and structure the information required for their new website, write all copy, and enter all copy and imagery into the CMS (Content Management System) prior to launch.
What I did: Information Architecture, Content Planning, Content Writing, Content Entry.
I have always been passionate about using my voice to make a positive social impact on the communities around me.
Having built a successful career as a content strategist and creative manager, I sought out a new challenge apply my skills directly to the fight for gender equality.
WTW launched as an Instagram page and quickly developed into a feminist merch eCommerce store with thoughtfully designed, ethically produced and feminist af tees available for sale globally - and 100% of merch sales going to intersectional women’s organisations.
In Australia, on average:
- One woman a week is murdered by her current or former partner,
- 12 women per week are hospitalised due to family violence, with indigenous women being 32x more likely to be hospitalised than non-indigenous women, and
- 85% of women and 92% of LGBTQI+ women in Australia report being sexually harassed in their lifetime.
In the words of Beyonce, we’ve had enough of the bullshit.
In the 18 months since launch the WTW community has grown to around 3k Instagram followers and donated thousands of dollars to the National Aboriginal and Torres Strait Islander Women’s Alliance and Transcend (an organisation supporting Transgender youth and their families).
The team at Reactive was tasked with imagining and building a transformative digital platform for the Australian agricultural industry.
The platform will deliver the most up-to-date food and agribusiness news, weather and market information, integrate cutting-edge digital agriculture tools and unite the voice of the industry with campaigns and live policy development.
My work has involved Content Audits, Research, Personas, Content Marketing and Content Strategies to determine both the substance and structure of NFF Content for the new platform and how that content is managed through workflows and governance.
What I did: Content Strategy, User Experience, Editorial Planning, User-centred design, Agile.
Seer is a med-tech startup that applies technology to take diagnosis and management of chronic conditions from the hospital to the home.
I worked with Seer for 8 months to research, develop and implement their 2018-2019 Marketing strategy, run an end-to-end acquisition campaign for new referrers and drive an internal re-branding project.
What I did: User Research (contextual interviews), Archetype Development, Marketing Strategy, Marketing Roadmap (2018-2019), Copywriting, Content Writing, Creative Project Management (re-brand, photography, video, printed marketing collateral).
Reactive was commissioned by VicHealth to showcase their diversity of programs, highlight the organisation’s news and events, and encourage newsletter sign-ups and participation in their social media channels with a digital transformation of their website.
I consulted to VicHealth in the discovery phase of the project and produced a Content Style Guide to help Vic Health editorial staff capitalise on the new CMS and create innovative and actionable content for the new site.
What I did: Content Strategy, User Experience, Editorial Planning, User-centred design, Agile.
Created and managed by Reactive, the University of the Incredible was conceived to guide a new generation to a healthier life.
Leveraging new media platforms like Google Hangouts, Vimeo and SlideShare, I worked with a team of designers to ideate, plan, re-purpose and refresh 50 years worth of Weight Watchers health education, products, tools, tips and recipes.
See below for samples of the work and on the (now archived) University of the Incredible website.
What I did: Editorial Planning, Creative Ideation, Copywriting, Copy Editing, Reporting.
Skand is a new AI assisted asset inspection tool for roofs and facades.
I worked with Skand to develop a Tone of Voice for their product website that would appeal to tech-savvy building managers, operations managers, plumbers and engineers and write the copy for the website.
What I did: Tone of Voice Development, Editorial Style Guide, Copywriting, Content Writing.
At BauerWorks, I collaborate with the team at CPA Australia to ideate, plan and produce new and innovative content for their digital product, INTHEBLACK.
What I did: Proposal Writing, Content Strategy, Editorial Strategy, Brief Writing, Content Design.
At BauerWorks, I work with both Westpac Group and Westpac Institutional Banking to produce Content Strategies and Delivery plans for new websites and digital products.
What I did: Content Strategy, Digital Strategy, Requirements Gathering, Ideation, Editorial Planning and Stakeholder Management.
I worked with an Art Director and a Designer on creative concepts and copywriting for a series of infographics on the Coles Financial Services Blog.
What i did: Editorial Planning, Creative Ideation, Copywriting.
I have worked with a number of teams at ANZ over the years including Copywriting for the ANZ Exclusives microsites and corresponding eDM's, Content Strategy for the ANZ Rewards website, Information Architecture for the personal Credit Cards section of the ANZ website and digital advertisements for ANZ International Money Transfer.
What I did: Content Strategy, Information Architecture, Creative Ideation, Copywriting, Email Marketing, Digital Advertising.
Bandit.fm is an online music store, streaming service and rewards program launched in 2008 by Sony Music.
I joined the digital team to develop and employ the Bandit.fm content strategy and manage all activities in the content lifecycle.
What i did: Content Strategy, Editorial Planning, Copywriting, Interviewing, Analytics and Reporting, Relationship Management.
