A few fun projects I’ve led and developed over my career.

Noosa Biosphere Reserve Foundation:

Website refresh + rebuild

  • 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.

  • 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.

  • 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

Destination marketing tourism noosa

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

Noosa Biosphere Reserve: What is a Biosphere Reserve?

Noosa Biosphere Reserve Foundation Pandanus Project

Noosa Biosphere Reserve Foundation: River Health Project

Noosa Biosphere Reserve Foundation Koala Repopulation Project

Campaign services

From conception to completion, campaign management is one of our specialities.

  • 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.

  • Development of the campaign approach and creative concepts: creative + messaging, in line with customer behaviour, budget and campaign goals.

  • 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

  • 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 〰️

Head of Marketing