A few fun projects I’ve led and developed over my career.
Noosa Biosphere Reserve Foundation:
Website refresh + rebuild
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Design + content
Elevated the NBRF brand to a more modern, fit-for-purpose design that incorporates both illustrative images and real-life photography. Refreshed colours and infographics are incorporated to help explain the concepts that are relevant to the user.
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User experience
At the start of the project, we analysed existing Google Analytics data and developed customer persona profiles to understand our users’ needs and behaviours. This informed the overarching website strategy and content architecture, to enable a positive long-term user experience.
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Website design and functionality
We explanded the functionality of the site to support the needs of the Foundation and the wider community, including more intuitive donation + volunteering pathways, community events integration, and community enablement features, suitable for mobile and desktop.
Destination marketing: strategy and campaigns
Previously Head of Marketing for Tourism Noosa, I led the integrated program for domestic and international marketing of the beautiful Noosa region. I led the development of two major consumer campaigns, Aviation Partnership marketing and events and partnerships.
Creative leadership of all brand executions, campaigns and content, nuanced for each audience profile.
Identified and developed new market segments and developed new product marketing strategy to capitalise on new audience segments.
Led the digital transformation of TN marketing, educating members and establishing new advertising opportunities that led to a 50% increase in promotional income.
Implemented new digital dashboard technology that assisted in forecasting visitation and market trends, used to plan content and marketing program to assist in uplifting low season and disperse traffic across the region.
Member of the senior leadership team and management of five direct reports, developing team from a highly traditional member-focused department to a digitally focused, customer-minded group of experts. Initiated, scoped and planned the new destination website that introduced cutting-edge UX such as mapping and itinerary planning.
Built loyal relationships with key stakeholders such as council, airports, state and national colleagues and responsible for attending meetings, product experiences and media on TN’s behalf.
Life in a Living Laboratory
Consumer education campaign for Noosa Biosphere Reserve Foundation.
Campaign strategy
Board presentation, negotiation and approval
Marketing strategy and tactical plan
Creative development
Digital integration
Content strategy and development
Copywriting, videography and animation
Campaign management and stakeholder engagement
PR and media activity
Reporting
Prime Effect: healthcare startup product marketing
Be Buoyant is an eLearning program developed by industry experts in 2023. It needed a refreshing, uplifting brand to go-to-market that would resonate with its desired audiences, as one of the first off-the-shelf psychosocial hazard reduction programs in the country.
After being in market for 9 months, it was put forward by our collaborating partners, VMP eLearning, for Best Health and Safety Training program as part of the Learn X Awards and won first place.
The Be Buoyant product marketing included industry and sentiment research, brand development key messaging and promotion.
Peirson Farms
Brand refresh, brand film and export marketing development.
Brand refresh strategy
Brand development of vision, mission, market positioning and promise statements
Brand visual style
Board presentation, negotiation and approval
Annual marketing strategy and channel plan
Collateral design and development
Key messaging and marketing copywriting
Brand film videography
Export marketing research and insights integration
Social media content strategy
Consumer campaign: Enter the Biosphere
My team delivered Tourism Noosa’s highest-performing campaign on record, ‘Enter the Biosphere’.
A campaign strategy derived from current consumer research, we embarked on an environmental marketing campaign that would use use of bold creative layered with real-life documentaries. The quality of the insights we drew from the research and a smart marketing mix were thoroughly planned and implemented in-house. The evidence-based campaign resulted in the highest visitation on record in Q4/19 + Q1/20, with a record-breaking low season.
During post-covid lockdown, stabilisation saw the Noosa region performed 12% higher than Sunshine Coast and other state and national averages, signalling a strong understanding of consumer behaviour and market conditions, which reinstated economic benefit to the region faster than surrounding destinations.
Enter the Biosphere: living proof documentaries
Campaign services
From conception to completion, campaign management is one of our specialities.
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We’ll work with a new or existing product or service to create the full campaign strategy and plan.
Develop campaign goals in line with business strategy
Budget design and management
Stakeholder liaison and negotiation
Project management and execution.
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Development of the campaign approach and creative concepts: creative + messaging, in line with customer behaviour, budget and campaign goals.
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Apply the approved concept to all touchpoints, such as:
Website landing page
Social media - paid + organic
Marketing collateral
Advertising
Videography and photography
Partnership / sponsorship fulfillment
Signage and media
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Develop the full campaign promotion plan and execution of the campaign strategy:
Campaign key messaging and roll out to each touchpoint
Advertising planning and buying media
Social media and content creation
1:1 communication
Collaboration with stakeholders and team members to maximise promotion
Reporting and campaign management.
Brands I've worked with
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Brands I've worked with 〰️