An overview of over 5 years of digital work across Digital Marketing, Social Media and Content - including analytics and strategy, production, community management, application development, content curation and much more.

3. DIGITAL MARKETING
STRATEGY/ANALYTICS
As part of my role with Monash University, I created a series of strategy presentation slides to aid in the delivery
and education of Monash‟s social media strategy, but also to assist Faculties with better leveraging Monash
channels and implementing their own social media strategies. These slides were part of an overall strategy I
worked on, which also incorporated KPIs and a focus on increasing engagement around Australian highschool
students, aged 16 – 18, to drive First Preferences for the university.

4. DIGITAL MARKETING
STRATEGY/ANALYTICS
Part of my responsibilities as the Social Media Coordinator for Monash University, I had to manage and produce
the monthly OMC report, which combined analytics from across all departments and teams within the Office of
Marketing and Communication. As well as creating the final report, which was done via PowerPoint and
incorporating data and graphs created within Excel, I also had to manage and provide insights on all digital data.
This came from a combination of Google Analytics, Facebook and self created reporting documents.

5. DIGITAL MARKETING
STRATEGY/ANALYTICS
During my role at Digital Marketing Manager with PUMA Australia, I have created and managed a number of
reports across campaigns, eDMs, online assets, SEM and more; gathering data via various analytics tools
including Google Analytics and self created reporting documents.

6. DIGITAL MARKETING
SEO
As part of a new online initiative for PUMA Australia, I worked with digital agency, Spark Digital, to build a new
online site for football. This incorporated a competition section, where fans could leave their own football stories
and integrate content from social media channels, Twitter and Instagram. Including banners, player profiles and
news on sponsored teams, the site has helped to generate increased rankings around „football‟ in Australia.
Descriptive metadata on images has also been key to increasing organic search results.

7. DIGITAL MARKETING
SEO
Vivid LIVE 2011 event roundup – This roundup on which I was the sole editor, featured an overview, with a Facebook
Like Box and individual promos linking to each event at the festival. It reached the top 10 on Google searches (see above)
for Vivid LIVE 2011.
Page example shown is the overview for Modular Presents: Leave The All Behind IV, which featured an embedded
video and Facebook Like Box, plus Time & Ticketing information hyperlinked to the festival ticketing page.

8. DIGITAL MARKETING
SEM
Based on the success of the PLA and AdWords campaign for the release of Mobium in Australia, which drove
83% sell-through online for The Athlete‟s Foot, we built on our SEM for the launch of evoPOWER, also utilising
TrueView adverts, which helped to drive over 3 million views for the campaign - exceeding KPIs for this area of
the campaign.

9. DIGITAL MARKETING
DISPLAY ADVERTISING
To build the awareness around local assets for the launch campaign of evoPOWER, I worked with a freelance
graphic designer to develop localised display adverts to sit within Inside Sport‟s landing page. To keep in line
with global standard, the ads used global creative, but featured local assets in local code action positions for
AFL and NRL.

10. DIGITAL MARKETING
ONLINE
Across my career in Digital, I have worked across a number of CMS systems in managing web content. I have also
worked as a digital producer, creating UX strategy and user journey maps, wireframes and more. Above are examples
from GSK‟s new external facing hub for medical practitioners. As well as building the site from scratch in Adobe CQ5, I
worked with the development and designer teams to build content assets and fix system problems. During this project, I
was also the planner and developer.
With the RACV, I helped to improve SEO content, through updating meta data, descriptions and other web copy, and also
updating images – including producing new banner content.

11. DIGITAL MARKETING
ONLINE
During my time at PUMA Australia, I have been able to implement custom landing pages on PUMA.com,
localised competition pages on regional digital assets and create our first ever Australian hub for football.

13. SOCIAL MEDIA
COMMUNITY MANAGEMENT
Commencing with Monash University in August 2012, I increased engagement on Monash’s LinkedIn
company page from 1% to 7%, subsequently building the page‟s followers to over 10,000 from a starting point
of 8,500. This was achieved through improved consistency and frequency of posts, via utilising Hootsuite
scheduling and concentrating content reflective of Monash research and achievements – themed content.

14. SOCIAL MEDIA
COMMUNITY MANAGEMENT
As part of a social campaign for Change of Preference Expo at Monash University, I ran a live tweet stream from the
expo. Using the hashtag #goingtomonash, I later turned it into a Storify search to create a long term list of all the
information tweeted during the expo, which was across information sessions from multiple Monash Faculties.
This was also replicated for O Week, of which a highlight was having Triple J‟s Alex from their breakfast program join in
the shenanigans.

15. SOCIAL MEDIA
STRATEGY/ANALYTICS
To unify the spread of social media channels for Monash University, working with the design team, we created a
series of branded theme content for channel backgrounds and headers. This ran across all channels, which
included Facebook, Twitter, YouTube, LinkedIn, Google+, Flickr, Storify, Scribd and Visual.ly. This provided new
opportunities to promote key events, such as First Preferences, students comps (as above) and Post Graduate
courses.

16. SOCIAL MEDIA
STRATEGY/ANALYTICS
Through out my digital career, I have had to use analytics and metrics to show ROI for managers and directors.
I have also had to be a trail blazer with social media strategy, having implemented a number of methods, such
as integrations of social content into digital assets via APIs, content management via tolls such as Radian6 and
Hootsuite, and more; all which have become standard practice.

17. SOCIAL MEDIA
APPLICATIONS
Citysearch Gurus Facebook Tab – all graphics/panels were created in Photoshop, then loaded as an image in to the
CMS. Through adding a basic tab application, using simple HTML coding, each blogger panel hosted an underlying
hyperlink which directed the user back to their personal blog on the website when clicked.
RACV Travel Facebook Tab – This tab was originally created to work in the same style as Citysearch, but then
progressed into running via existing web content hosted in the CMS. Working with a developer, I put together a mock-up
of the selected sections required for the build.

19. CONTENT
STRATEGY/ANALYTICS
As well as compiling data and providing insights for Monash University‟s social media channels in monthly
report, I also created a series of slide presentations to help being awareness to the importance of
content, curation and how it can be vital to helping drive reach online, and advocacy for a brand.

20. CONTENT
CURATION/MANAGEMENT
To better manage and display Monash‟s videos, I created new playlists to add greater context and updated
existing title, tags and short descriptions to improve SEO. I also began championing video integration into
Monash web pages and created a submission form, via Google Form, to make video upload submissions easier
for Faculties and Departments.

21. CONTENT
CURATION/MANAGEMENT
To better manage and display Citysearch videos (created by Speaker TV), I created our Citysearch TV channel
on Vimeo. Each video featured a short description and was embedded into the corresponding web content.
Using Vimeo‟s badges, I was able to embed round ups of our music videos to my Oz Music Festival Roundup
on the website.

22. CONTENT
CURATION/MANAGEMENT
Monash‟s Flickr channel was underused, with key SEO fields, including short descriptions and tag words not
existing on live galleries. Since commencing in August 2012, I have updated all existing gallery‟s content fields,
added 24 new sets and created 9 new collections. I have also instigated promotion of galleries across Monash
social media channels, integrated Flickr sets into Monash websites and opened up gallery submissions to
Faculties and Departments within the university.

23. CONTENT
CURATION/MANAGEMENT
To integrate engaging content into the Citysearch site at minimal cost, Flickr was used to add gallery
functionality to the website through embedding, whilst also helping to generate SEO bonus points. Each festival
gallery also had a short description of the festival and links back to the full review and Facebook galleries to
encourage tagging. A shorter gallery series titled “The Day That Was…” was created to use as an embedded
gallery overview in the online reviews.

24. CONTENT
CURATION/MANAGEMENT
Previous to my commencement at Monash University, Scribd had only been used by them for a single
campaign for Open Day. I have since started championing the medium as part of Monash Content
Strategy, loading course guides, press releases and more from the Office of Marketing and Communications, as
well as Faculties within Monash.

25. CONTENT
CURATION/MANAGEMENT
Monash‟s Office of Marketing and Communications has embraced infographics and motiographics. To improve
SEO and gain reach, I started a channel on Visual.ly – which is a specialist social channel for info and
motiongraphic content. This content is also being readily integrated into web pages on Monash‟s website.

26. CONTENT
PRODUCTION
Over the years, I have also had to utilise my broad skill set to produce content. As well as creative writing, I
have also created a number of image and graphic content for digital assets, including websites and social
media. Above or some more recent examples of content, including banners created from PUMA creative for
Footlocker, and GIFs to highlight the unique flex of the evoPOWER, as well as a 360 view.