I have over nine years of experience in advertising and marketing, with a career that has unintentionally evolved down the funnel. I started in advertising, trading across all channels from TV to programmatic, using data to drive KPIs from brand awareness for XXXX Gold to conversions for Newscorp digital subscriptions. Eager to make a greater impact below the line, I moved into marketing, with my next roles at the Sydney Opera House and Macquarie University. At Macquarie, I spent 4 years working with Student Recruitment teams and external agencies to deliver paid social, programmatic, and SEM campaigns that drove leads within the domestic market. This ignited my passion for leveraging data-driven insights to pinpoint opportunities for market growth, achieving success outside of recruitment for university business areas like health Clinics and the Sport and Aquatic Centre. I then spent a year at youth charity PCYC NSW, where I supported marketing initiatives that promoted the commercial arm of the business, whilst finding great joy in seeing the power of it's programs for communities across NSW.I’m now back at Macquarie University, working in the recruitment team to bridge insights between academia and market trends, driving strategies, product evolution, and ultimately conversion.