An Ngo

• Led 360 marketing campaigns. Including PR, email, social, and events - directly driving sell-out collection launches and brand collaborations (Youswim x Lisa Says Gah 2024 summer collab collection sold out in two days).

• Scaled influencer program to over 1,000+ creators, increasing EMV by 49% YoY and influencer engagement by 9%, generating 15.8M impressions in the 2024 summer campaign.

• Spearheaded adoption of Tribe Dynamics and Grin, streamlining influencer tracking and outreach, reducing manual admin and improving campaign ROI by 9% YoY.

• Managed Instagram strategy. Maintaining a 3.1% engagement rate - 10x higher than industry average - as the top-performing awareness channel.

• Boosted email channel performance, improving open rate by 13% and reducing unsubscribes by 20% YoY post Klaviyo migration, utilising data insights to inform creative choices.

• Paid media management. Key contact and media buyer for New York and London agency partners (digital paid, OOH, podcasts, influencers) and in-house teams (design, marketing operations, production) to coordinate cross channel campaigns.

• Grew TikTok following from 1 K to 24K in 2 years through organic and paid content strategies.

• Managed marketing team of four. Cross-functional team across PR, creative, copywriting, design with a focus on postive team culture, delivery excellence, and performance development.

• Led PR strategy and execution across a sustainability-focused portfolio including Patagonia, Arc'teryx, AllTrails, and Thankyou, resulting in top-tier earned media coverage and increased brand awarness.

• Delivered high-performing influencer campaigns, such as Arc'teryx's niche KOL outreach, increasing brand traction in the outdoor and sustainability space.

• Spearheaded Veganuary Australian campaign for Fry's Family Food, a global plant-based FMCG, generating 47 influencer posts, 280K reach, and $199.8K EMV, strengthening brand association with plant-based living.

• Drove new business growth, crafting and pitching successful PR strategies to prospective clients, contributing to agency expansion.

• Managed PR team of two, improving staff development, campaign delivery, and team satisfaction.

• Executed end-to-end PR campaigns, including strategic planning, implementation, and monthly reporting to improve media ROI and brand reach.

• Supported C-suite leadership in retail and business industry media relations, proactively anticipating brand reputation issues, and reactive crisis communications; including managing major external communication challenges during Covid-19 period.

• Led national influencer strategy and implementation for Lush Australia and New Zealand, building a network of 100+ brand advocates and increasing earned media volume and genuine brand advocacy.

• Manage creative production; launching Lush's first-ever Instagram Reels, content creator collabs, and supported seasonal store window displays and campaigns.

• Generated over 2.6M digital reach through paid and organic content (Plastic-Free, Halloween, Christmas campaigns) and supported global campaign execution.

◦ Collaborate cross-functionally with marketing, operations, retail and global teams to create values-led campaigns and product launches for 43 retail locations and two online stores.

◦ Managed PR campaign roll out during ethical campaigns including: Australian Bushfire appeal and Marriage Equality vote.

◦ Led multiple winning business award submissions including Customer Experience of the Year and Large Business Leadership.

◦ End-to-end project management of brand events and activations for customers and media.

◦ Lead and host beauty journalists and influencers on brand trips.