Bio

Stay curious, never stop learning, thrive to deliver the unexpected and smile all the time. I’ve worked in the digital space for over a decade, kicking off my career in fundraising and communications at Inspire Foundation / ReachOut.com, an online youth mental health service. From developing online fundraising strategy to delivering life-saving services through social media, my experience and expertise traversed across research, creative, strategy, planning and programming. Inspired by the power of peer-to-peer communication online to drive business impact, I moved from communicating with parents and other potential donors to a youth marketing role to investigate the potential of online peer-to-peer interaction to drive positive mental health impacts for young people. Here, I worked with a team of passionate individuals, tasked with the development and execution of the social media and community forums growth and engagement strategies, to increase both the awareness of the ReachOut.com brand and impact of the service on the lives of young people. In 2013, I decided to give agency-land a go. In April that year, I joined the team at Edelman to help build their social media capabilities nationally, and work closely with clients to navigate the changing media landscape and better understand the role of paid, owned and earned channels within that. In the last 4 years, I’ve applied my experience and expertise to the content and social media strategies of some Australia’s leading brands, including Telstra, Gumtree, Adobe and PayPal. Working across both the consumer and corporate practices, with a team of curious, multi-disciplinary minds to help clients evolve, promote and protect their businesses.