While freelancing in Johannesburg, I received an offer from Lime Tree Music to join their team in London. Lime Tree is a specialist music PR agency representing Country & Americana artists in the UK, Ireland, Germany, Benelux, Australia, New Zealand and South Africa. This was an opportunity for me to gain further experience in international music PR. At the beginning of 2022, I was given the responsibility of expanding Lime Tree into Australia and New Zealand, and at the beginning of 2024 I was tasked with executing the expansion into South Africa.Key responsibilities include:• Developing and presenting PR and radio strategies to labels, managers and artists.• Writing and servicing press releases to media in the UK, Ireland, Australia, New Zealand and South Africa (print, online and broadcast).• Pitching features and interviews to media in the UK, Ireland, Australia, New Zealand and South Africa (print, online and broadcast). • Securing, scheduling and coordinating media interviews for clients. Notable, high profile pieces of coverage include: The Guardian, Independent, NME, Red Bulletin, HipHopDX, Uncut, Australian Associated Press, Wonderland and themusic.com.au.• Servicing radio singles to radio stations in the UK, Ireland, Australia, New Zealand and South Africa. • Tracking coverage and airplay to compile monthly reports for clients.

Client: Taryn Louch Creative for Excellerate Brand Management (EBM) (March 2021 – August 2021):• Developed and presented PR and media strategies for creative campaigns.• Strategized, implemented and executed a PR campaign for a new rooftop drive-in cinema at one of the properties. This campaign included curating and executing personalized PR invitation drops to targeted media, celebrities and influencers as well as conceptualizing, implementing and managing two VIP launch evenings for invited key media and influencers. The PR exposure value for the campaign was R3,8 million across local, national and international media outlets.• Secured over R5 million in credible PR for the portfolio. • Day-to-day responsibilities included: client liaison, media liaison with key national and regional media for the five properties in Johannesburg, Durban and Cape Town, writing and editing press releases, newsletters and letters. Client: DJ and Producer, Xavier Saer (August - October 2020):• Developed a music marketing strategy for Xavier’s single, released in September 2020. • Curated and executed a PR merchandise drop for select celebrities and influencers to increase Xavier’s presence amongst South Africans and ultimately result in more downloads and streams of the single. This was used as an opportunity to re-introduce Xavier to the market as a DJ.• Generated a full social media and digital strategy for the single release.• The single is still Xavier's best performing release.• As Xavier was already working with a publicist, my role was limited in this area, but I secured Xavier a 30-minute guest DJ slot on 5FM's Kyle Cassim show, which was used to play Xavier's mix. 5FM is a South African radio station, broadcasting nationwide and streaming to the world.

• Developed and presented PR strategies and roll-outs to new and existing clients.• Curated clients’ launch events, from the conceptual and design elements, to media relations, guest relations and event facilitation.• Developed and led a PR strategy for a leading Nigerian radio and TV personality, whilst she was in South Africa to launch her book, which culminated in a PR exposure value of R9 million from a four-day press junket.• Developed and led a three-month account to launch a new online business, founded bytwo South African actresses. The PR exposure value which resulted was R13 million.• Managed three SA Style Awards (2017, 2018, 2019), from conceptualization, co-ordination, full PR campaign management for each winner and media liaison. The PR value for each year exceeded R30 million.• Co-ordinated all media, client and sponsor relations for a leading South African Fashion Week, including handling the entire media and photographic accreditation process.• Commended for my professionalism, loyalty, creativity, passion, communication skills and tenacity.

• Edited communication brochures for translation into various languages to serve over 9 European markets, developing the ability to work under immense time pressure while maintaining a strong attention to detail.• Established key relationships with suppliers across Europe in order to increase AMEX brand awareness.• Responsible for stock and budget management of Point of Purchase (POP) and Welcome Pack materials (excess of $2.7 million).• Developed key business deliverables, resulting in over £1 million worth of efficiency savings back into the business.• Key point of contact for all markets in regard to their POP and Welcome Pack needs, resulting in the ability to answer queries on demand in a timely and professional manner.

• Wrote and edited press releases, articles, web content and advertising copy.• Diligent compilation of all media requests.• Assisted in the development of a PR Strategy for a leading consumer brand resulting in PR exposure of R900 000.• Organized media and photographic accreditation for several international artists’ stadium and arena tours during their Johannesburg tour dates.• PR assistance on all international artists’ stadium and arena tours, press conferences - including media, client and artist relations.• Commended for my work ethic, reliability, organizational skills, dedication and passion.