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With nearly a decade of experience spanning diverse industries including FMCG, Fashion, Startups, and more, I've led numerous impactful projects ranging from rebrands to product development to innovative marketing campaigns. My tenure at Majans further honed my skills in brand strategy and digital media management, where I spearheaded initiatives to elevate the Bhuja and Infuzions snack brands. Leveraging my expertise in crafting compelling narratives and driving engagement, I've consistently delivered measurable results and forged meaningful connections with audiences across multiple platforms. As I continue to evolve in my journey, I remain committed to pushing boundaries and delivering impactful solutions that drive business growth.

Responsible for driving the brand strategy, conducting market research, overseeing product development, engaging with retailers, and managing digital media platforms and content for the Bhuja & Infuzions snack brands.

  • Achieved ranging in Woolworths valued at a multi-million RSV by successfully pitching innovative products developed from insights garnered through collaborative efforts with the Head of Marketing.

  • Spearheaded Bhuja and Infuzions Fan Panel interviews to extract shopper and consumption insights, driving the creation of the successful Bhuja Snack Safari brand and product strategy. Presented these insights to major retailers, Coles and Woolworths, during the Innovation Showcase, positioning Majans as SMEs in snacking.

  • Collaborated with the Head of Marketing, Head of Sales and business owners to develop a comprehensive 3-year marketing, product, and sponsored events plan to drive business growth and meet objectives.

  • Managed retailer media buying with most noteworthy event being Bhuja’s sponsorship of Woolworths Big Night In 2023, resulting in 247K New to Brand customers (300% ROAS on sponsorship cost).

  • Analysed and reported on brand health using Circana (IRI) panel data to identify growth opportunities and early warning signs using Household Penetration.

  • Oversaw all branded artwork initiatives, including creative briefing and management of multiple external arthouses.

  • Led project management (PM) for all product development (PD) initiatives, improving the PD process for efficiency and effectiveness using PM software, Smartsheet, and internal focus groups, implementing the refined process company-wide.

  • Managed pivotal business events including the Innovation Showcase for Woolworths and Coles, and tradeshow exhibitions, resulting in expanded product ranging and strengthened customer relationships.

  • Established the Majans marketing department, including CRM setup, social media management, website development, email marketing, analytics, and digital advertising.

  • Oversaw the Majans Community Coordinator and freelance Social Media Coordinator, providing effective leadership to achieve desired outcomes.

  • Coordinated website redevelopment across AUS, NZ, and USA markets for Bhuja and Infuzions, ensuring alignment with external agency ROMEO and business owners.

  • Strategised and managed the insight driven Bhuja ‘Mix It Up This Summer!’ $100k digital campaign across owned and retailer media channels, achieving a 500% ROAS and raising awareness of different consumption occasions.

  • Developed “Always On” social media strategy for Bhuja FB, Insta and TikTok currently being deployed including influencer partnerships.

  • Participated in the 2024 ExpoWest Natural Products convention in Anaheim, USA, to represent Bhuja, gather insights and report on emerging trends in FMCG.

Development of brand, social media and marketing strategy and execution for consulting brand Fashion360 and sustainable luxury brand Decimal The Label.

  • Led brand identity development for Decimal The Label in close collaboration with the Founder, conducting a thorough competitor analysis to inform positioning and target market identification.

  • Crafted a comprehensive social media content strategy aligned with brand guidelines to effectively communicate key value propositions and engage the target audience.

  • Drove the creation of Decimal The Label's Shopify, email marketing campaigns and automations (using Klayvio), and social media presence through coordination with multiple freelance marketers.

  • Established and managed the foundational marketing infrastructure for Fashion360, encompassing website development, email marketing campaigns (utilising Mailchimp), and active management of social media channels (Facebook, Instagram, LinkedIn).

  • Executed five highly targeted brand awareness and lead generation campaigns tailored to a niche fashion audience, resulting in over 200 leads and 130 conversions, including program applications and event ticket sales.

  • Directed content strategies across digital platforms, overseeing content creation including photography, videography, and graphic design utilising tools such as the Canon DSLR 90D and Adobe Creative Suite.

Coordination of integrated marketing campaigns, social media and content curation, with a focus on quality and efficacy.

  • Managed 10+ strategic marketing campaigns that targeted diverse and segmented audiences, raised brand awareness and generated over 800 conversions (i.e. applications for programs and tickets to events).

  • Conducted audience research to develop campaign personas and insights which instructed highly targeted copy and creative development that increased user engagement. Audience segments included startups, SMEs, Fashion, creative tech, FMCG, agribusiness and students.

  • Led social media strategy and execution across YouTube, Instagram, Facebook, Twitter, Medium and LinkedIn, increasing overall user engagement and reach by 30% over a year. Strategy involved improved image/video quality, strong visual design using Adobe Creative Suite and targeted messaging.

  • Reported on monthly social media and website performance to revaluate content effectiveness and refine strategies.

  • Managed digital channels through development of a content calendar, and project management and scheduling tools (Asana and Sendible) to ensure effective time management.

  • Coordinated stakeholders including photographers, videographers, graphic designers and external agencies, to ensure proper briefing to meet marketing requirements.

  • Drove on-going content strategies across websites, social media, and eDM to increase user engagement and reach by showcasing program proof points and championing founders, mentors and partners. Strong focus on storytelling through videography, interviews, blogs and high quality photography which increased expressions of interest in business services.

  • Managed social media budget and spending.

  • Implemented conversion tracking with Eventbrite tracking links and Google Analytics to instruct marketing strategy.

  • Liaised with key stakeholders and teams within CEA and across QUT to ensure accurate communication and representation of CEA’s programs, offerings, experts, partners and ambassadors.

  • Assisted master brand strategy for the organisation, consulting with external partners such as QUT and ARUGA PR Agency.

  • Designed and curated monthly eNewsletter using Mailchimp.

  • Developed and maintained 6+ "sales funnel” websites on Squarespace and WordPress which enabled users to easily navigate complex information and increased web conversions. Included basic skills in HTML.

  • Social media event coverage of Fashion360 Showcase, Collider Accelerator Demo Day, Creative3 The Awards and Startup Bumper in Bangkok, Thailand.

  • Managed Marketing Assistant and Social Media Intern.

  • Assisted in micro-influencer marketing to increase brand awareness and target highly engaged niches.

Supported digital and traditional marketing campaigns, social media, brand management and publications with a focus on storytelling, enhancing the student experience and public positioning of the school.​

  • Led the artistic direction and content creation of 6 multimedia campaigns which increased student applications and attendance numbers at Open Days. Most notably, the 2018 Open Day campaign resulted in a 200% increase of people in attendance.

  • Organised promotion through internal-media and outdoor advertising agencies and PR channels i.e. Courier Mail, EPOCH Times, Families Magazine, GOA, ODNA etc. to target audiences and increase campaign reach.

  • Managed brand image and content for social media platforms, website and eDM using high-quality photography, video, copywriting and design (Adobe Creative Suite and Canva), which increased engagement.

  • Engaged ViaBrand, market research company for rebrand; partnered with professional photographers and videographers to build image portfolios; worked with Print Approach on print publications; and Blaze Advertising to book outdoor and print advertising for marketing campaigns.

Assisted social media production by writing, curating and scheduling content. Utilised social media analytical tools to report on monthly activity.

  • Supported content curation (photography and videography) and editing (Photoshop and Premier Pro) to engage audiences and sell tickets to events, across social media platforms of Twitter, Facebook and Instagram with 22.8K Followers.

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