I advanced Beyond Blue’s understanding of deeper audience habits and inclinations by seeking information behind the words- search engine queries, website landing pages, interview responses and posts, metadata and media articles. I sought to identify trends, cycles and anomalies, forecast future activities and actions that can help achieve the best possible results to ensure recency and relevancy.Achievements include:• Completed a whole of web presence deep dive to identify audience intent, sentiment and habits by using Natural Language Processing (NLP) techniques, resulting in 15 audiences being identified• Completed a series of analyses into audience needs, habits and intent on the Coronavirus Mental Health and Wellbeing Support Service (CMWSS) website, using the Coronavirus pandemic and AU lockdowns as context, using NLP techniques. This helped the Marketing and Content teams plan activities up to 3 months in advance• Migrated 5 Google Analytics Properties to GA4 and mapped and optimised their respective Google Tag Manager (GTM) Containers, reducing container sizes by 15% and collected event data generated by half• Developed Proofs of Concept to better identify user behaviours online and offline, along with their triggers and the extent of their influencesKey accountabilities include:• Reported audience activity across digital and offline accounts, providing insights, likely behaviours and recommendations to stakeholders, state, territory and commonwealth governments and marketing advisors• Advised or led project teams on SEO best practice and optimisation according to User Experience, Search Engine/Aggregator algorithm changes, Content and Accessibility principles• Built automated dashboards, providing stakeholders timely and easy to understand data• Managed the GA and GTM accounts and documented configurations that connect them to a bespoke Microsoft Azure-based analytics platform.

I ensured Beyond Blue's digital presence is optimised through analysing webpage, touch point, eDM, Social Media, app traffic and SEO/M search engine/aggregator data, identifying trends to forecast cyclical and trending activity, advising on likely causes for data anomalies and trends and actions that can be taken.Achievements included:• Optimised Beyond Blue’s Google Analytics presence, reducing the GTM container sizer by 25%, adding user activity-based pipelines and building 40+ Data Studio digital dashboards• Led the organisation wide SEO analysis piece, developing site architecture maps and audit documents covering 30 Technical, Content, UX and Accessibility factors across 800 videos, 6,000 pages and 4,000 media assets• Led the CMWSS website SEO development stream. A sitemap and three sets Metadata snippets were written while the site was audited and high level SEO issues, domain and page search engine performance were reported. This helped Click Through Rates from search results improve to 3% and domain rank improve 10 places to 5.3 within a month of launchKey accountabilities included:• Reported activity across web, app, email, offline, forum and social media accounts, providing insights and recommendations to stakeholders, state, territory and commonwealth governments and marketing advisors• Advised or led project teams on SEO best practice and optimisation according to User Experience, Search Engine/Aggregator, Content and Accessibility principles• Advised or led the technical and analytical aspects of app building and testing and sites in conjunction with campaign releases, ensuring user activity can be tracked• Benchmarked, measured and reported campaign performance, established benchmarks and provided insights on trends and cycles that occur throughout the campaign's lifecycle• Generated dashboards, providing stakeholders timely and easy to understand data

I ensured the optimisation of VicRoads' digital presence through analysing site traffic and transactional data, identifying trends with the ability to forecast peak and trough activity, advising on likely causes for data anomalies, corrective action, and the psychological drivers behind the trends. Achievements included:• Advised on optimising user journey paths to transactional and portal sign up forms on the home page, leading to a 32% increase in myVicRoads uptake in the first month of release• Generated in field tracking on the partner portal sign up form to identify the cause of a 75% failure rate of completion between the first two steps. The recommended content changes and user advice improved the first step completion rate by nearly 20% after a monthKey accountabilities included:• Generated website and app performance reports for key stakeholder groups that included analytical figures, user/audience behaviour, likely causes and optimisation recommendations• Generated, tested and maintained tracking elements across multiple website environments, ensuring that the elements in the tags recorded the correct analytical data in real time• Generated regular reports on transactional performance and problem detecting via VicRoads' registration and permit gateways, assisting in CRO activity in conjunction with the UX team• Ran combined manual/automated regression tests in line with monthly website releases• Reported customer feedback and sentiment, tracking approval rates over time• Reported weather event influences on road closure and disruption webpages according to time of day and location by cross referencing GA page data, Emergency Vic and Bureau of Meteorology weather/flood data

Achievements included:•Completed a web presence wide Technical SEO audit along with recommendations, comparing the results against its competitors and Industry standards•Developed procedures for checking, identifying and validating links across the whole web presence, quarterly redirect (Temporary and Permanent) audits and checks, and benchmarking both•Developed a rudimentary method of converting qualitative feedback data into quantitative data for sentiment value, demonstrating early NLP capabilities•Headed the auditing and recommending component of the redirect stocktake and deletion exercise as part of the public facing website migration to Adobe Experience ManagerKey accountabilities included:•Generated weekly performance and marketing funnel reports for all Postgraduate programs based on analytical data found, focusing on common user journeys and drop off points•Generated traffic reports on course pages and applications, dead links and web page performance requests, providing behaviour and SEO insights and recommendations on resolving current and future issues that may impact on the overall user experience•Generated eDMs for upcoming roadshows, monitoring open, click through and sign up rates•Investigated and resolved vendor queries on raw data anomalies and corruption•Reviewed and cleaned the site’s temporary and permanent redirect database files •Audited and reported public site page/asset migration readiness via raw data review•Provided UX related support to Web publishers, which included leading and conducting release testing on all sites prior to its release in conjunction with the ITS operations team and with providing emergency technical support and advice.

•Replicated site maps (up to 375 pages per map) with text and metadata for testing, using a predefined site structure, ensuring content met CMS requirements (GatherContent/Sitecore)•Generated and following test scenarios, cheat sheets, a replica of the proposed department website, conducting testing and logging results/defects, according to the perceived severity of impact to the user•Prepared engagement of tender contracts for vendors to sign for content remediation work•Provided support, training and advice in using both CMSs and Xmind Mind Mapping software.

•Micromanaged migration projects (up to 700 items per project) based on different content types and requirements•Audited and reported on the different states of up to 900 pages' worth of content •Located, migrated, tracked and published pages and media assets between the CMSs used•Wrote user manuals on creating Content Type-based content in SiteManager, for trainers to use with Web Publishers•Checked redirections and site paths for accuracy and consistency•Ensured migrated content met WCAG v.2.0 AA accessibility standards prior to going live, that included editing and generating images, transcripts, closed captions and web content

•Migrated and merged content and metadata featured in multiple sites into a new portfolio site, ensuring migrated content met WCAGv.2.0 AA accessibility and Dublin Core metadata standards prior to deployment•Mapped current and future pages for the newly developed web presence.

•Managed all aspects of project related web work from planning to deployment, ensuring timely completion and compliance with set requirements •Optimised the portfolio's web presence through managing and updating content, conforming to the Web Transformation Project’s requirements•Liaised with stakeholders on how to optimise their existing web presence through content, site mapping, metadata and design elements, guided by analytical data provided•Resolved all web related issues, based on relevant web policies, procedures and guidelines.

•Collected and reported analytical data, and making recommendations for design, content and architecture improvements•Audited, mapped, developed, tested and maintained functional, accessible and usable content across multiple websites, advising stakeholders on content and architectural gaps•Tested key site wide functional and accessibility modifications before deployment across RMIT's web presence•Designed and delivered key support tools for users including instructional videos for web publishers and design module and CMS tutorial classes•Ensured consistent branding and messaging across all websites, complying with stakeholder requirements.

•Managed the daily operations of the web design and development department arm, overseeing initial customer consultation, production and site testing before deployment•Copywrote for promotional materials and proofreading other designers' print and web content•Designed brochures, point of sale material and signage•Built and maintained strong working relationships with customers, suppliers, tradespeople and government agencies

•Managed and maintaining the House and Globe websites and eDMs via hard coding and CRM•Created brochures, press ads, and various point of sale material.

•Generated brochures, press ads, point of sale material and promotional themes for IGA + Liquor, Campbells Cash & Carry, Supa IGA, IGA Friendly Grocer, IGA Xpress and ALM •Managed, coached and advised groups of designers and artists in different states to ensure consistency, accuracy and high quality in state printed and distributed advertising.