Co-founder at GigSuper ✌🏼 LinkedIn Power Profile 2018 ✌🏼 CX Comms Strategist

Creatively Squared

Product Marketing & CX

I consult under the TwoNorthStars umbrella — focusing on both acquisition and retention in order to create and deliver complete lifecycle marketing strategies that grow online startups, scale-ups, and SMEs. 

Over time, I also help these businesses transition into more cost effective business models by building on their brands and overall customer experiences.

Key responsibilities:
• Marketing (e.g. marketing strategy, demand generation, GTM, messaging development and execution, SEO & content strategy...)
• Growth (e.g. channel build out, iterative testing through the funnel, developing data-driven strategy from test results, retention strategy...)
• Product (e.g. product marketing, customer intelligence, user journey mapping, VoC bank creation, UX writing, service optimisation...)
• Brand (e.g. brand strategy, business positioning, brand guideline creation, PR strategy...)
• Community (e.g. organic social media strategy, initiative planning for community growth, strategic partnership build out...)

Team management:
Managing agencies on behalf of the clients and managing internal team members where appropriate

Main software used:
Wordpress, Hubspot, ClickUp, Google Analytics, Meta Business Suite, Slack, Hotjar

TwoNorthStars

Marketing, Brand, and CX Consultant

I started One Tiny Tribe as a side hustle, and grew it into a thriving eCommerce business that now also features as a retailer on The Block Shop.

With a collective social media community of 70,000+ and 5000+ pieces of artwork delivered to happy consumers, I built One Tiny Tribe using growth hacking initiatives across website optimisation, eDM campaigns, autoresponder journeys, influencer marketing, and optimised social media strategy. 

One Tiny Tribe has been featured in:
Home Beautiful Magazine // Adore Home Magazine // homes+ Magazine // Woman's Day // Minty Magazine // VT-Wonen

Team management:
One direct report

Main software used:
Adobe Photoshop & Illustrator, G Suite, Google Analytics, Meta Business Suite, Shopify, Klaviyo, Mailchimp, ClickUp

One Tiny Tribe

Founder

Asset Rental Group

Head of Marketing and Communications

Digital Marketing Consultant

I was brought on as a co-founder of GigSuper to grow the marketing pipeline and member base.

I did this through both paid and organic efforts across the complete digital footprint (web, marketing/growth funnels, email, app, social media, etc.) creating and implementing an end-to-end marketing strategy that propelled both growth and the brand. I also supported the acquisition efforts with retention initiatives across CX optimisation and the buildout of an engaged online community.

Key responsibilities:
• Developed guidelines and operating models for all elements of marketing across performance, brand, positioning, comms, and partnerships
• Identified, tested, prioritised, and executed multi-channel promotional campaigns across owned and paid channels to drive growth
• Organically built an online community with a 4x engagement rate compared to industry
• Led customer journey mapping, conducted user testing, and built member experience feedback loops to guide the product build and lifecycle marketing initiatives in line with customer segments, and overall business strategy
• Did all UX writing for the GigSuper app.
• Led and managed the marketing and CX team including team structure planning, hiring, budgeting, goal setting.
• Developed integrated marketing and CX strategies – mentoring the team across digital & growth marketing, CRO, social media, content, CX, and brand.


Wins for our members:
• The average active GigSuper member was on track to save *double* what the average self-employed (SE) person saves in super with other funds.
• 75% of GigSuper members contributed to super within a 12 month period, compared to just 25% of SE people with other funds.
• 88% of GigSuper members were claiming their contributions as tax deductions, compared to just 10% of SE people with other funds.

🥳 We also won a Pause Fest AWARD!

GigSuper

Co-Founder and Chief Experience Officer

As Arlo & Co's CMO, my focus was on building this eCommerce business by:

• Innovating marketing approaches and growth initiatives.
• Improving product development, pricing, and sales strategies.
• Increasing customer acquisition and customer retention.
• Shaping internal and external communication.
• Optimising UX.
• Creating world-class CX.
• Using market intelligence and data-driven insights to implement improvements.

We had some incredible wins during my time with the team, including (but not limited to):

• Significant business growth year on year, which landed us as finalists in a myriad of prestigious awards (including the Telstra Business Awards for two consecutive years).
• Organic and engaged social media community growth of 70K+ across channels.
• Email subscriber growth of 30K+, with email consistently driving 20%+ of overall revenue through strategic segmentation and execution guided by marketing analytics.
• Creation of a dynamic and modern workforce that fosters a healthy family/work life balance.
• Implementing a powerful social change initiative by partnering with i=Change to give back. 
• Beating out longstanding retail businesses to take out a few industry awards and cement Arlo & Co's reputation as the leader in the Australian personal gifting industry.

Arlo & Co

Chief Marketing Officer

I helped Localsearch unify their brand language and implement communication strategies that proactively engaged – and converted – their clients and end users.

Key responsibilities during my contract:

• Assumed the leading role in shaping communications and written content strategy.
• Set the vision, direction, and style for content by developing a Brand Copywriting Style Guide to unify comms across the business and all Localsearch platforms.
• Collaborated with, and mentored, digital designers and developers to create user-centric, optimised interface copy in line with the Style Guide.
• Collaborated with, and mentored, sales staff and graphic designers to create sales and promotional materials in line with the Style Guide.
• Assisted in the delivery of the UX roadmap to enhance end user online search experience.
• Provided conversion optimisation recommendations - wireframes and copywriting - for the Localsearch app, Localsearch website, Localweb website, and landing pages.
• Set strategy for, and composed, conversion optimised eDM campaigns.

Localsearch

Digital Communication Strategy Consultant

Nimble relocated me from Melbourne to the Gold Coast to take on their Senior Conversion Copywriter and grow their customer base.

I helped them move the needle on their growth by optimising copy across all marketing and digital touch points, collaborating cross-functionally with various business units, and eventually owning all external communication across the business.

My responsibilities included...

CRO responsibilities:
• Worked with Head of Strategy, and the product team, to build an experimentation backlog that formed the CRO roadmap, starting from planning, idea management, testing, optimisation, reporting, and forecasting
• Work closely with dev and design stakeholders to get insights, and give learnings input for campaigns, wireframes, prototypes and user interfaces
• Converted qualitative and quantitative data into prioritised optimisation initiatives, and ensured these were implemented by the relevant teams
• Wrote all conversion optimised copy across the website, product, service centre scripts, email and SMS templates (including 600+ autoresponders), and marketing campaigns

UX writing responsibilities:
• Operated as the subject matter expert in the business – taking the complexity of the product and translating it into clear, approachable language
• Balanced brand voice and UX, thinking strategically about how the business communicated through digital experiences
• Worked with designers, devs, data scientists, customer service, product, BAs, and operations to map out various buyer journeys
• Crafted compelling, customer-centric copy throughout all stage of the product development lifecycle: discovery, concept, development, launch and ongoing support

Team management:
One direct report

Main software used:
G Suite, GA, VWO, Optimizely, Jira & Confluence

Nimble Australia Pty Ltd

Senior CRO / UX Writer

Key responsibilities:

• Sales copywriting for residential/commercial properties (including copy for digital, brochures, auction packs, sign boards and print media advertising).
• Sales writing for corporate materials/letters/profiles/newsletters/etc.
• Creative concept development for corporate promotion and branding.
• Award submission writing.
• Development and integration of corporate social media platforms.
• Social media and SEO content writing.
• Corporate blogging.
• Social media marketing management...

PhilipWebb Real Eastate

Lead Copywriter/Social Media Officer

Things I did for emerging, and established, businesses:

• Assess websites/apps for conversion optimisation opportunities.
• Evaluate voice of customer data & analytics to comprehensively identify areas of improvement.
• Provide conversion optimisation recommendations (both wireframes & copywriting) that align with best practice CX + psychology.
• Develop value propositions & messaging hierarchies.
• Translate information architecture (user flows, wireframes, user research, etc.) into strategic UX content.
• Develop autoresponder (email & SMS) strategy that supports conversion optimisation & guide its delivery.
• Develop email marketing strategy & guide its delivery...

The Digital Comms Lab

Communication Specialist • CRO / CX Writer • Brand Language Builder

Key responsibilities:

• Copywriting across ATL/TTL/BTL media and communication.
• Creative concept development.
• PR writing.
• Event conceptualisation and management.
• Online content writing
• Identification and implementation of new media marketing/advertising for clients.
• Brand conceptualisation and management.
• Social media content writing. 
• Social media marketing management.
• Creative support for pitch/award submissions.
• Creation of preliminary graphic design layouts and concepts...

CLIENTS: British Council, Oriflame, Suboticka Mlekara, SML Strategic Media, Henkel Cosmetics, Jamnica/Mivela, USCE Shopping Centre, SOHO Jewelry, Ivancic i Sinovi...

Strawberry Ideas & Solutions

Senior Copywriter

Key responsibilities:

• Online content writing
• Conceptualisation of digital and new media campaigns.
• SEO writing.
• Online brand management.
• Social media content writing.
• Social media marketing...

CLIENTS: refer to Strawberry Ideas&Solutions

Digital Copywriter

Key responsibilities:

• Copywriting across ATL/TTL/BTL media and communication.
• Development of creative concepts.
• Project management for UNICEF.
• Online content writing
• SEO writing.
• Brand conceptualisation and management.
• Creation of preliminary graphic design layouts and concepts...

CLIENTS: UNICEF, Telekom Srbija, KK & FK Red Star, Guarana, Froovy, Jaffa, Soko Stark, Hemofarm, B-link...

Branka Injac Misic