Born in 2008 among the artists and influencers of Los Angeles, Morphe instantly disrupted the beauty industry by making artist-designed, professional-quality brushes affordable and accessible. • Develop and lead strategic omni-marketing strategies across the US, UK, EU, and AU for key channels, including Email/SMS, Paid Search, Paid Social, and Affiliates, aligning with the overall brand and customer strategy.• Oversee end-to-end marketing execution and budget management for both Direct-to-Consumer (DTC) and Wholesale channels (Ulta, Target, Sephora Canada), ensuring alignment with business goals.• Provide leadership to a team of channel leads, agencies, and vendors, fostering a high-performance culture and ensuring clear accountability for marketing ROI and campaign execution.• Drive customer acquisition, retention, and lifetime value (LTV) through innovative strategies and advanced measurement methodologies, focusing on cost efficiency and sustainable growth across DTC and Amazon.• Lead the development of customer acquisition, retention, loyalty, and ambassador strategies, increasing engagement and brand advocacy through targeted initiatives.• Foster a culture of continuous improvement, innovation, and transparency by delivering regular KPI reports and strategic recommendations to senior leadership.Key Achievements:• Developed and implemented a new loyalty program, affiliate and ambassador program increasing lifetime value (LTV) by 17% across key segments.• Launched TikTok Shop, aligned to brand messaging, focusing on driving revenue and new customer acquisition, through seeding and live selling activations.• Implemented a global DTC omni-marketing strategy with a multi-million dollar budget (US, UK, EU and AU), reducing customer acquisition costs (CAC) and enhancing cross-channel performance.• Led omnichannel acquisition strategies, optimising performance across DTC and Amazon to grow key categories by 18%.

Amyris is a leading synthetic biotechnology company transforming the Clean Health & Beauty and Flavors & Fragrances markets with sustainable ingredients through its proprietary Lab-to-Market™ technology platform. Leveraging advanced machine learning, robotics, and AI, Amyris rapidly delivers innovative products at commercial scale. Responsibilities:• Developed and implemented full-funnel digital marketing strategies across Paid Social (Meta, TikTok, Snapchat, Pinterest), Paid Search (Google, Bing), and Affiliates, focusing on ROI and brand awareness growth.• Led digital projects to drive awareness, interest, and sales, ensuring all assets aligned with brand guidelines.• Created and executed lead generation strategies through campaign activations and evergreen initiatives.• Managed loyalty and referral strategy implementation for multiple brands to improve CLV and AOV.• Utilized A/B testing and optimization strategies to maximize ad and landing page conversions.• Employed event tracking for granular customer analysis and campaign performance optimization.• Balanced budgets to test new ads and cohorts while scaling cost-efficient, high-ROI campaigns.• Shared insights and recommendations with cross-functional teams to foster ongoing improvement.• Streamlined processes and systems for improved efficiency and consistency.Key Achievements:• Managed a $4M budget, driving a 13% YoY increase in online revenue with an 11X ROAS.• Launched a micro-testing program, optimizing overall campaign effectiveness.• Executed lead-generation strategies across three countries, increasing email subscriptions by 23%.• Increased first-time purchasers by 30% through targeted acquisition campaigns.• Developed a retention strategy that boosted LTV by 17%, incorporating post-purchase email flows, a subscription model, and loyalty rewards programs.

FRANKiE4 Footwear is an innovative fashion label, founded in Australia, changing the way women experience shoes. The aim is to take wellness to the next level with award-winning, Podiatrist-designed support for game-changing comfort.Responsibilities: • Manage and oversee domestic and international digital strategy for campaigns, aligned with budget allocation and providing a strong return on investment.• Utilise a wide range of tools, such as paid search, dynamic display, and social campaigns to build new audiences, re-engage existing audiences and convert sales across the marketing funnel.• Continually optimise the performance of digital marketing campaigns across domestic and international markets.• Enhance SEO, conducting various testing methods in design, layout, and advertising techniques in order to improve organic and paid traffic.• Regularly benchmark techniques utilised by service-based organisations, retailers, and competitors.• Project manage the development of landing pages, digital projects, and market research initiatives.• Provide strategic recommendations to the broader organisation based on data interpretation and results.• Manage and maintain multi-million dollar annual global budgets.Key Achievements:• Developed omnichannel marketing strategies, focusing on customer acquisition and brand expansion into new markets to increase revenue by 13% YOY.• Led a cohort analysis project that provided insights into first-time and returning customers, resulting in a 10% increase in average order value and an 18% rise in returning customer rate.• Managed the launch of FRANKiE4 Footwear into the US and New Zealand markets, executing a cost-effective full-funnel strategy that included performance marketing, influencer partnerships, and ATL marketing.• Planned and implemented lead generation strategies across three countries, increasing the eDM database by 23% and the number of first-time purchasers by 30%.

Expose Media is a digital agency that helps brands accelerate growth through a combination of paid media, high-quality content, and website conversion rate optimisation. The agency has rapidly expanded becoming a Meta Premium Marketing Partner agency in 2019. Expose Media currently manages over $3 million a month in advertising spend.Responsibilities: • Build and optimise paid ad campaigns (eCommerce and lead generation) on Facebook, Instagram, Pinterest, and Google to accelerate revenue growth for eCommerce brands;• Simultaneously manage multiple projects and competing priorities under pressure;• Analyse data and build custom reports to proactively understand consumer behaviour;• Develop strategies and provide executable recommendations based on data to optimize paid multi-channel funnels;• Write concise and engaging copy to increase conversion rates, build engagement, and grow brand awareness;• Monitor market trends and customer needs – translating them into future actionable activations;• Implement and manage automated Google Sheets and Google Data Studio Dashboards (utilising Supermetrics) to ensure clients have clear and accessible data to make informed decisions.Key Achievements:• Scaled out a leading furniture brand’s budget by 50%, increased revenue by 80% to $290k per month (from $160k), while maintaining a 27X ROAS on Facebook and 10.8X on Wicked Reports.• Developed and implemented a range of SEM ad strategies for brands. My paid ad strategy for a high-end Australian furniture brand achieved a total ROAS of 101X (TOF at 75.44X ROAS and MOF/BOF at 160.36X) with a total order value of $485k, over a campaign period of 3 months.• Increased sales by 386% to $465k (over a 5 month period) and improved online store conversion rate by 6% year on year for a retail client.

Brisbane Marketing is Brisbane's Economic Development Board that promotes and shapes Brisbane as a destination of choice for business, tourism, and lifestyle. The organisation plays a vital role in growing Brisbane’s economy, driving demand for Brisbane, and creating growth and trade opportunities for local businesses.Responsibilities:• Provide cross-functional support to the broader organisation to ensure seamless initiative delivery;• Provide strategic recommendations and manage PPC campaigns;• Manage eDM platforms and provide training to ensure team members are confident with eDM processes and provide best practice recommendations;• Develop website landing pages when applicable, ensure SEO principles are front-of-mind;• Manage and create Google Data Studio dashboards to ensure the broader organisation has access to transparent reporting to make data-led decisions;• Research and design platform solutions that enhance the visitor experience and contribute to the overall simplification of infrastructure, applications and tools;• Provide advice and recommendations to internal and external stakeholders on platforms and technical solutions;• Identify and evaluate opportunities to improve the organisation’s online presence to ensure target audiences are being effectively reached;• Audit the Visit Brisbane, Choose Brisbane and Student Accommodation Portal websites and provide recommendations to improve content, search performance and on-site engagement utilising keyword research and SEO principles.Key Achievements:• Increased traffic to the Student Accommodation Portal by 123% through implementing PPC campaigns.• Developed and increased Brisbane City’s traffic by 38% by optimising the Google Ads campaign with strategy.• Increased awareness of The Capital (co-working space) and exceeded KPIs, achieving an increase of 48% in website traffic, increased enquiries by 75%.• Facilitated workshops to educate team members on best practice list management.

Responsibilities:• Develop and implement digital marketing campaigns across Facebook, Instagram, Twitter and LinkedIn;• Plan and write social media content;• Schedule and report on platform performance using Facebook Ads Manager, Google Analytics, Google Ads and Sked;• Use AI platform to automate user-generated content process for social channels;• Website management, content rotation and content optimisation with SEO principles top-of-mind;• Audit the Visit Brisbane and Digital Brisbane websites to improve content, search performance and on-site engagement;• Electronic Direct Mail management - plan and write content, brief and coordinate overall process;• Manage external stakeholder relationships and expectations through collaboration on digital projects;• Implement and manage new projects to diversify and improve content.Key Achievements• Achieved a company record for the Christmas in the City Facebook campaign, reaching over 1.2 million people in one month, with a limited budget.• Delivered an increase in social engagement of 34% year on year by developing a comprehensive digital marketing strategy.• Increased SEO traffic to the Brisbane City website by 24% year on year (April 2018 vs April 2019).• I developed and expanded my Google Ads skills to diversify my digital marketing activity, increasing Brisbane City's traffic by 7.4% year on year.• My PPC campaign for Study Brisbane delivered 80% of international student leads via Student Accommodation Portal, aligned with the goal to move from onshore student enhancement to international acquisition.• I successfully scaled Digital Brisbane’s small business podcast, utilising paid digital campaigns and identifying eDM opportunities, to grow listenership by 80%.

iTravel with Nicole Beasley provides luxury travel experiences for groups, businesses, and individuals. iTravel is only one of the fastest-growing independent travel franchises and mobile travel agent networks in Australia.Responsibilities:• Electronic Direct Mail management - plan and write content (utilising travel industry trends and customer needs to inform strategy), brief and coordinate overall process;• Provide transparent reporting to make data-led decisions;• Manage the CRM and migration project.

Responsibilities:• Develop and implement digital marketing campaigns;• Provide strategic recommendations and manage Google Ads campaigns;• Plan and write social media content;• Schedule and report on platform performance using Facebook Ads Manager, Google Analytics, and Google Ads;• Audit the website to provide content, search performance, and on-site engagement recommendations;• Electronic Direct Mail management - plan and write content, brief and coordinate overall process;• Manage the internal CRM list.

South Bank is Brisbane’s busiest urban retail precinct. South Bank Corporation is a property and retail corporation earning revenue of $102 million in FY17/18. As Marketing Coordinator, I helped manage South Bank Corporation's digital marketing platforms, including eatSouthBank and Flowstate. Responsibilities:• Manage and write content for eatSouthBank's and Flowstate’s social media accounts (Facebook and Instagram), website and eDMs;• Engage social media influencers and organise collaborations;• Coordinate marketing collateral and approvals with all Flowstate performers and retailers for the venue;• Lead Flowstate's website build (http://flowstate.thoughtandfound.co/) from inception through to post-release;• Manage day to day relationships and collaborate with internal and external stakeholders (including the Corporation’s retail tenants and PR team);• Promote marketing campaigns at activations;• Manage the South Bank Concierge program.