Dynamic and results-driven Digital Marketing Lead with 10+ years of expertise in crafting and executing data-driven digital strategies for non-profit organizations, complemented by 12 years in marketing and advertising agencies. Proven track record in driving impactful campaigns through paid media, SEO, and digital innovation. Adept at leading teams, leveraging analytics, and utilizing advanced technologies (including AI) to deliver measurable growth and create meaningful connections. Passionate about purpose-driven work that delivers value to society rather than shareholder profits.
Key Skills
Digital Strategy Development & Execution: Comprehensive experience in leading and optimizing cross-channel campaigns.
Paid Media Expertise: Advanced proficiency in Google Ads, Meta Ads, TikTok, LinkedIn Ads, and YouTube.
Search Engine Marketing & Optimization (SEM/SEO): Track record of improving organic search rankings and maximizing paid search ROI.
Data Analytics & Performance Metrics: Skilled in Google Analytics, Meta Insights, and Dashthis to derive actionable insights.
Email Marketing: Success in driving high engagement rates through platforms like Mailchimp, Salesforce & HubSpot.
CRM Management: Expertise in Salesforce, Kajabi, and Jotform for customer relationship and campaign tracking.
Team Leadership & Collaboration: Skilled in mentoring diverse teams and fostering innovative, results-driven cultures.
Purpose-Driven Campaigns: Strong alignment with mission-focused work in non-profit and health sectors.
Tech-Savvy Marketing Solutions: Experienced with Raisely, Humanitix, WordPress, Squarespace, and Wix.
Budget Management: Effective oversight of budgets ranging from $50K to $2M, delivering optimal ROI.
Professional Experience
Digital Marketing Lead
Mentoring Men (Australia) - Men’s Mental Health 09/2022 – Present
Designed and executed a digital marketing strategy that increased website traffic by 18.6% and improved mentor and mentee lead generation by 87% and 16.2%, respectively.
Developed donation campaigns to public leading to a 210% year-over-year increase in contributions.
Managed a $50K annual paid media budget, optimizing campaigns across Google Ads, Meta Ads, and YouTube.
Implemented SEO strategies, achieving a 13% improvement in organic rankings for targeted keywords within six months.
Led email campaigns with a 54% open rate and a 28% click-through rate, surpassing industry benchmarks.
Supervised a high-performing team of marketing specialists, fostering creativity and accountability.
Digital Marketing Manager
Family Planning, ACON (Australia) - Sexual Health 09/2016 – 08/2022
Directed a $2M Commonwealth-funded project, achieving a 1.53M increase in digital engagement and a national recognition rate of 34% within 12 months.
Created tailored campaigns for diverse demographics, including CALD, Disability, ATSIC, and Youth groups.
Collaborated with content teams to ensure cohesive messaging across digital platforms using scalable, cost-effective content.
Managed an annual $150K paid media budget, driving high-impact campaigns across platforms like Spotify, Vice, and Tumblr.
Utilized data analytics to identify trends, optimizing strategies for enhanced user engagement and conversions.
Freelance Copywriter & Digital Engagement Specialist
Freelance at: USYD, Publicis Mojo, Clemengers Sydney, PacMags, Metropolis, NineWest Media, Trafalgar Travel, URSA Healthcare, Boehringer Ingelheim and Bayer Pharmaceuticals, NSW Health
2012 – 2016
Delivered integrated marketing campaigns for clients across healthcare, education, and travel sectors.
Produced engaging multimedia content tailored to diverse audiences, driving campaign success.
Led social media campaigns and content calendar development, ensuring timely and effective execution.
Education
Bachelor of Science (Computer Science) University of New South Wales (UNSW)
Achievements
Led a digital project reducing STIs in under-30s, achieving 600K engagements and 34% national recognition.
Increased mentoring relationships by 42% in 12 months through strategic digital initiatives.
Directed campaigns boosting cervical screening rates among CALD and refugee women in Western Sydney.
Finalist in Australian Podcast Awards for "Talking Frank" (Sex & Relationships category).
Awards at Cannes, London, New York, and Australian Marketing & Advertising Festivals.
Technical Proficiency
Google Ads, Meta Ads Manager, ContentStudio, Mailchimp, HubSpot, Salesforce, Raisely, Humanitix, WordPress, Canva, CapCut, Photoshop, Premiere Pro, and Microsoft Office Suite.