A creative strategist with five years experience working in agencies across brand, marketing, digital and social strategy. I'm what I would call a people first planner. To effectively sell anything, you must first understand the customer. I believe in long-term brand building, and the need for brands to be grounded in human truths, meaning I lean heavily on anthropology, behavioural science, and culture.

History
After several years working in journalism, where I worked as a writer and editor for grassroots publications, I made the switch to advertising as an intern at Leo Burnett Sydney, working with their Connect team. My career then started in earnest as a content manager and strategist for AnalogFolk Sydney where I worked across Coca Cola Amatil, HotelClub and Freedom Foods. This was followed by a short stint at SOCiETY Social, a specialist social agency within IPG Mediabrands, where I contributed to campaigns for Jaegermeister, Southern Comfort and NSW Government. 


I then joined Clemenger Group where I worked as a social specialist and junior planner across both Clemenger BBDO and TKT Sydney. In my time here I became more acquainted with marketing, science, behavioural science and developed a more holistic approach to strategy, resulting in a more pragmatic, business driven approach to developing social and content strategies. As a social specialist and junior planner I worked across the Campbell Arnott's, Bacardi Martini and Frucor Beverages portfolios, most notably contributing social strategy to the award winning V Energy's 'V Skills' campaign, helping author a portfolio wide digital strategy for Campbell Arnott's, and writing the strategy for the digitally-led launch of Arnott's Twisted Faves.

Following my time with Clemenger Group I moved to Marcel Sydney, completing my transition from social specialist to creative strategist. At Marcel, I led strategy on Bayer brands Berocca and Elevit, as well as working on the Tiger Beer global account. As I progressed I took on the responsibility of leading strategy on Tinder, Rio Tinto and Powershop as well as contributing to strategy on Virgin Active. Notable work from my time at Marcel included Tiger Beer's 'The Uncaged' and 'Rare Stripes' campaigns, Tinder's '#RepresentLove', Rio Tinto's first ever national brand campaign 'It's How Our Story Becomes Yours' and the development of a new social identity and idea for Elevit. I was also part of the team that successfully pitched and won [yellow tail] wines.

Since leaving Marcel I have freelanced in a range of strategic roles, including at Purpose LLC across a range of pitches and projects, We Are Social leading social strategy for PwC and a stint back at Marcel developing a social strategy for Huawei.
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