As the first growth, marketing or brand hire, and as part of the senior leadership team, I established foundational structures and strategies to ensure the business achieves sustainable long-term success.Multi-channel Audience Growth→ Grew newsletter audience by 5x.→ Gained 140k Instagram followers.→ Doubled TikTok audience to over 100k.→ Podcast moved up 43 spots in the charts.Special Projects→ Managed the first brand refresh in TDA’s history from conceptualisation to rollout across all products.→ Ran TDA's first ever OOH campaign for the 2023 Voice referendum.Brand Development→ Grew audience preference by 16% to become the most preferred news brand for young Australians.→ 81% conversion from consideration to preference among the 18-24 year old target audience.→ Awareness, consideration, investigation and usage all grew 8%.

Brand Positioning→ My team re-positioned and integrated the “MPlus” subscription offering into the master brand as the “Mamamia Subscription”.Growth Hacking→ Iterative testing of day-to-day subscription growth initiatives.→ Held business units across both editorial and consumer revenue accountable to subscription targets.Data & Analytics→ Implemented reporting dashboards to surface insights at all levels of the business.→ Restructured data warehouse to increase available data points and surface new insights.Team Management→ Managed a team of product managers and customer support agents, including recruitment, onboarding and career development.Product Innovation→ Ran ideation sessions and undertook user research to explore product opportunities that add value to the subscription offering.→ Led research, design and development of the ‘Move by Mamamia’ app.

I co-founded Inastra to empower businesses to discover their own creativity. This included guiding the InterContinental Hotel Group through a reimagination of their operational structures to adapt and respond to the COVID-19 pandemic.

I led the innovation function including the design and implementation of strategy, ideation and execution of collaborative initiatives, and development of strategic partnerships. This included launching projects such as OurHerd and the Young Innovators Award, managing a pipeline of concepts, and fostering an internal culture of innovation, while also serving as Secretary of the ‘Growth’ Board sub-committee.

After joining as the first employee, we achieved 8x customer growth in as many months through:→ Sales pipeline management→ Targeted case study campaigns→ Guerilla marketing activations (which were incredibly fun!)I also looked after product management, bridging the customer support and engineering teams to deliver better user experiences and introduce network effect features for product-led growth.

Over the course of my internship at KPMG I worked directly with the Design Thinking Partner to understand design thinking practices on a large scale, and then deliver a design thinking workshop to almost 300 participants.

I co-founded Concio Group to help teams in large organisations challenge their assumptions and draw upon interdisciplinary insights to overcome problems. This was a fantastic opportunity to utilise my understanding of innovation frameworks to deliver real-world value to a variety of organisations.