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Some Stories I've Told

adidas​

Lead Creative, FIFA Women's World Cup  â€‹â€‹

  • Lead on creative ideation and execution of adidas' integration in the record-breaking 2023 FIFA Women's World Cup and launch of their custom boot, the CRAZYFAST

  • Developed the brand's marquee creative pieces — the launch video and final video — which included extremely loose briefs, tight deadlines, countless stakeholders, and endless rounds of approvals. We worked at a #crazyfast pace to maintain consistent presence throughout, which included reacting in real-time, pivoting by the minute, and taking briefs faster than Mackenzie Arnold takes free kicks

  • Achieved the brand's highest-reaching piece of creative throughout the tournament — a hero video centred around sporting icon Billie Jean King — which was featured on her channels, @adidas global, @FIFAwomens, and @adidaswomens, for a total audience of 34M+ followers and garnered publicity pickup 

  • Led real-time coverage of adidas' game day activation and launch of their live site, Stadium adidas

  • Oversight on community management throughout the tournament 

Contiki Travel​

Creative Lead â€‹â€‹

  • Pitched and executed Contiki global's biggest influencer campaign to-date, bringing 20 influencers from across the world together in Europe and challenging them to "switch off social media, switch on social travel"

  • Became the first-ever brand to pay influencers to take a trip without allowing them to post about it, driving intrigue, anticipation, and most importantly — authentic experiences and genuine friendships

  • Led creative outputs end-to-end, including for Contiki's channels, paid media, and influencer channels

  • Drove 5k new followers to Contiki's channels the first day of the campaign with zero paid spend

  • Drove a 289% increase in reach and 11% spike in engagement as compared to brand benchmarks. Sales increased by 60% as compared to similar campaigns 

  • Read more here, here, or here

KAYO SPORTS​

Social Creative Lead​​

  • Lead concepting, copywriting, and production on all campaign and always-on social creative on behalf of Kayo Sports (occasionally Fox Sports)

  • Lead on athlete or influencer talent integrations, including briefing, filming, interviewing and editing 

  • Assist in production of Kayo's first-ever live shows, including a T20 Cricket World Cup TikTok Live series, BBL YouTube Live Series, and more 

  • Live and BAU coverage of nearly every professional sporting code, including NBA, NFL, F1, NRL, AFL, cricket, UFC, MLB, NHL, NBL, European football, and more 

  • Facilitated influencer partnerships around key brand moments (NBA Finals, NBL launch, Summer of Cricket, etc.)

  • Drove a jaw-dropping184% total growth across TikTok, Instagram, YouTube, and Facebook, resulting in double benchmark-beating results every month and exceeding our yearly stretch KPI six months early

  • Achieved 142% channel growth on TikTok alone by executing an aggressive video strategy

  • Contributed to Kayo's two bronze medals at the SportsPro OTT Awards for Best Fan Engagement and Best Social Media Strategy, globally

  • Responsible for stakeholder and relationship management internally across Kayo, Fox Sports, athlete ambassadors, talent, influencers, and platform partners 

OPTUS​

Editorial Strategist and Creative Lead

  • Lead editorial strategist and copywriter for brand's always-on and campaign activity, bringing to life Optus' new brand proposition, "The Entertainment Insider" with A-list talent and live event coverage

  • Launched and sustained the brand's Snapchat channel, including a giveaway for Usain Bolt's signed spikes

  • Concepted and activated Australia's first-ever Snapchat Lens to kickoff the brand's partnership with the AOC and sponsorship of the 2016 Rio Olympics 

  • Facilitated team war rooms for real-time coverage of athletes on the ground in Rio

  • Brought Optus' multi-year, multi-million dollar Usain Bolt partnership to life on social using branded content, live event coverage and behind-the-scenes access to the superstar athlete in his final season

FOXTEL​

Social Creative Lead​​

  • Lead concepting, copywriting, and production on priority launches, including HBO hits Succession season 3 and Scenes from A Marriage 

  • Pivoted entire Succession campaign due to Covid, away from a massive live activation to scalable influencer/media push in collaboration with celebrity chef Matt Moran and whisky distillery Archie Rose on launch night (garnering 3.3M+ impressions) 

  • Pitched, produced and launched Foxtel's UCG-led fan campaign, Foxtel Ultra Fan, which saw two top Australian athletes (James Tedesco and Isaac Heeney) rally Australians to submit their best fan moment for a chance to win a Foxtel 4K Ultra HD setup 

  • Creative development of Foxtel Originals launches, including brainstorming through execution

  • Creative oversight and process development of Foxtel's always-on social activity 

UNDER ARMOUR​

Social Creative Lead​​

  • Led creative to pitch to win the business 

  • Concepted, sold in, and executed influencer-driven concept "Real Reels," which merged the brand's authentic tone with Instagram's brand new format (Reels), to launch UA's no-slip bra and leggings innovation  

STAN AUSTRALIA​

Head of Social â€‹â€‹

  • Hired to elevate @stanaustralia's social presence & develop/implement their first-ever social strategy, plus revamp operational elements (team development, process implementation, etc.). This included recruiting/hiring, leading a complete creative overhaul, establishing organic rapport with influencers/brand advocates, developing an approach to paid media/targeting segmentation, spearheading new partnerships, revamping community management, facilitating live event coverage, covering Original productions & more

  • My team was responsible for always-on editorial, GTM campaigns, and real-time/reactive activity, managing multi-million dollar budgets, red carpet events, behind-the-scenes set visits and global + local stakeholders/production houses/studio partners

  • As we were a lean team, it was critical to drive efficiencies and establish strong relationships, liaising with both internal & external teams to ensure @stanaustralia was a key touchpoint every business unit could benefit from. For instance, working with the Product team to develop an off-platform social sharing functionality, working with CRM & Performance to drive retention & churn prevention, working with publicity & the Originals content team to drive awareness/brand advocacy, resulting in WOM/acquisition/free trialling

  • During COVID, social became the brand's primary marketing channel, which kept my team on their toes for a year and contributed to Stan's 2M subscriber milestone. We drove 23% overall channel growth YoY and doubled our Instagram audience while consistently beating our own benchmarks (CPM, CPC, CTR, CPV, ER) every quarter

AFL PLAY

Copywriter (freelance)

  • Selected from a competitive cohort as the lead copywriter for AFL Play's new website and brand refresh

  • Wrote and consulted on the league's 110-page website redesign 

  • Worked with key stakeholders from across departments to ensure copy met everyone's needs/objectives and addressed all points of feedback  

YELLOW TAIL ​

Lead concepter and copywriter for Yellow Tail's always on activity 

  • Creative lead on pitch to win the business

  • Evolved the brand's 2016 ATL positioning as "the antidote to series" into a popular social persona, then refreshed it again in 2018 

  • Worked within an incredibly slim production budget while resulting in benchmark-beating results and 80% category SOV organically

  • Concepted and directed shoots 

  • Activated the brand's strategic partnerships (influencers, integrations into My Kitchen Rules and Food & Wine expos, etc.)

SAMSUNG​​

Lead concepter and copywriter for always-on activity + live activations 

  • Successfully pitched to win the business two consecutive years

  • Covered live events on behalf of the brand to elevate influencer activity

  • Wrote Samsung's product placement guides for integrations in primetime entertainment

M&M'S + THE BACHELOR​

​Social strategist and copywriter

  • Developed and executed M&M's social activity around ABC's first-ever branded integration into primetime hit The Bachelor

  • Assumed the persona of M&M's oafish character, Yellow, during his stint as Juan Pablo's wingman

  • Sold in campaign hashtag #ManCandyMonday, which ABC agreed to include for free on primetime TV spots as they felt it matched the show's TOV as well

  • Wrote all social copy, digital content, and campaign hub for the duration of the campaign

  • Executed both live and planned reactive during weekly episodes

  • Ghostwrote the Bachelor's Tweets and Facebook posts 

  • Managed crisis comms and lead a complete social creative overhaul during a mid-season pivot away from Juan Pablo after offensive comments were made on live TV

T-MOBILE SUPER BOWL + DRAKE​

Lead concepter and copywriter for Super Bowl campaign with Drake​

  • Developed and pitched the digital creative concept + wrote all web copy for the brand's highest-visibility campaign of the year

  • Worked directly with one designer to get the client's and Drake's approval within five business days

  • While I started as a sit-in on an urgent brainstorm, I was later requested by the client to work on the business permanently at the conclusion of the campaign

SKINNYGIRL COCKTAILS

Copywriter, social strategist, and community manager  

NIKE

Sole paid social strategist for North America brand campaigns 

  • Nike North America's first dedicated paid social strategist 

  • Managed, allocated, and activated big-budget social initiatives around key moments including two FIFA World Cups, Super Bowl XLIX, the first-ever NCAA Football Championship, March Madness

  • Advised creative agencies and brand teams on content to align with Nike's vast, diverse audiences and targeting segments

  • Expedited the launch of the first-ever, record-breaking branded sports activations on Snapchat and Kik messaging apps around key sport moments (NBA Finals and FIFA World Cup)

  • Pursued new platform partnerships, including leading the RFP for Nike's first dedicated social listening tool

FROSTED FLAKES + EA SPORTS  

Campaign copywriter and content strategist ​

  • Assumed the TOV of beloved brand mascot, Tony the Tiger

  • Wrote social copy promoting Kellogg's integration into hit CBS series EA Sports Game Changers

  • Developed social strategy and content across brand's Facebook, Twitter, and Tumblr accounts

BEAM SUNTORY

Voice behind brand's corporate social channels 

  • Launched news of Suntory's acquisition of Beam Spirits across social channels and brand website

  • Developed and wrote content for #BehindBeam, bringing to life Beam's people, places, portfolio, history and legacy on social

  • CIMA award winner for Best Use of Video on social 

​​

SKINNYGIRL WINE

Launched the Skinnygirl Wine brand on website, mobile, and social

  • Developed and wrote content for brand website, mobile site, and social channels during the launch of their Wine line

  • Wrote product descriptions, pairings, recipes, and serving ideas for each platform

  • Integrated wine content into Skinnygirl Cocktails social calendar and worked with paid media agency on promotion strategy

SAUZA TEQUILA

Associate copywriter/overeager intern

  • Annoyed the lead copywriter enough to get a shot (pun intended) at writing social content for Make it with a Fireman campaign

     

     

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