Cathryn Mora

Value Comparisons is an online enterprise with a portfolio of brands where I played a key role in driving digital marketing initiatives. My role was primarily to optimise existing marketing initiatives and setup new streams of revenue for the business.

✅ Developed digital marketing strategies across search, social, email and content to increase traffic, enquiries and conversion

✅ Managed Google SEM ($30,000/month) and paid acquisition campaigns, introducing additional web advertising via AdRoll ($40,000/month) to improve lead generation and performance

✅ Designed and implemented a database cleansing and segmentation program across ~900,000 subscribers, rebuilding data integrity for targeted lifecycle marketing and monetisation

✅ Optimised a 10-email enquiry nurture sequence, increasing website visits by 1,500% within the first month through improved messaging, sequencing and calls to action

✅ Developed brand positioning, messaging and website content architecture to improve user journeys and conversion

In this contract role, I played a pivotal role in boosting membership growth and customer spending by enticing new members and engaging top gaming customers through strategic electronic direct mails (eDMs) and social media strategies.

✅ Social Media Strategy: Developed and executed a dynamic social media strategy that entailed planning regular specials and upcoming events on a fortnightly basis, due to frequent changes and additions to the event schedule, while also maintaining a quarterly overview.

✅ Facebook Management: Managed the Facebook page by creating and scheduling various types of posts, including stories and reels.

✅ Graphic Design: Created social media graphics and internal advertising for the club, adhering to brand guidelines. This included designing most graphics myself and collaborating closely with an external agency for gaming-related graphic design.

✅ eDMs and Conversion: Crafted member eDMs with a focus on conversion, utilising Alveo (a SaaS/Cloud-based data management platform) for analytics.

✅ Event and Incentive Creation: Developed new events and incentives to attract members to the club, including top gaming clients.

As the founder and pivotal force behind Change Empire Books, a non-fiction book publishing imprint, I steered a global team of 21. Using multi-pronged client acquisition strategies, I harnessed social media for attraction marketing, perfected paid advertising funnels, and fostered mailing list growth. As the face of the brand, I upheld our core values, served an international clientele, and firmly established our niche in a competitive global marketplace.

✅ Founded and scaled an international publishing and coaching business serving entrepreneurs, executives and subject-matter experts across Australia, the UK and the US

✅ Built a high-conversion inbound sales model combining digital audience growth with structured consultative strategy calls

✅ Maintained an 80%+ close rate on inbound calls, converting warm leads into high-ticket programs valued from $5,000 to $95,000

✅ Delivered 400% revenue growth within two years during COVID through scalable digital lead generation and disciplined sales processes

✅ Designed and refined discovery frameworks and sales structures to improve conversion quality and client fit

✅ Created a 150-episode podcast for brand positioning and lead generation

✅ Managed the full inbound pipeline from audience growth through lead qualification, discovery, objection handling and close

✅ Positioned premium services to entrepreneurs, CEOs and professionals in high-trust, outcome-focused conversations

✅ Built and led a global team of 21 specialists across publishing, marketing and operations

✅ Formulated book promotion tactics encompassing both free and paid promotional initiatives

and made collaborative partnerships with external suppliers and industry specialists to facilitate client referrals

✅ Provided personalised 1:1 book coaching, support and guidance to my own roster of clients, helping them navigate the book writing process from ideation to the completion of their initial drafts

✅ Successfully exited the business through acquisition in 2023.

Worked on a contract basis for two marketing consultancies (VIE Marketing, Masters Communications), plus had my own regular marketing consultancy clients.

✅ Provided strategic marketing and communications consulting across tourism, professional services and not-for-profit sectors

✅ Led brand development projects from discovery through to messaging, visual identity and implementation

✅ Developed and delivered marketing strategies, campaigns and content programs across digital and traditional channels

✅ Delivered PR strategies securing earned media coverage and advising on reputation management

✅ Managed projects including events, website builds and video production, and supported agency work for clients including Playbill Sydney and NightOwl Convenience Stores.

My role comprised both marketing and media activities, including brand awareness, media responses, crisis media mitigation, web project management, and multimedia production.

✅ Developed brand messaging, website content and marketing materials to support awareness and client engagement across services and programs

✅ Managed content strategy and produced digital and multimedia content to attract and support prospective clients

✅ Delivered low-cost marketing initiatives through owned channels, partnerships and events in a resource-constrained environment

✅ Managed media enquiries and prepared senior leaders and clinicians for interviews on sensitive social issues

✅ Provided communications support during the high-profile Baden-Clay case, advising on sensitive messaging, reputational risk and media response.

(Left this role for international move)

Part of a small team of six account managers and executives, I had a variety of responsibilities across media and marketing – my primary role was as the ‘web and digital specialist’.

✅ Project managed clients’ websites in line with business requirements, including conducting usability testing.

✅ Identified cross-marketing opportunities across multiple mediums, including newspaper and television.

✅ Wrote press releases and used media networks to maximise client exposure in all press mediums.

✅ Identified new business opportunities through networking and research; Preparation of tender responses.

As the sole marketing and PR employee for Sea Stradbroke, I was fully responsible for the annual marketing and advertising budget. My focus was on bringing new customers to the ferry in a competitive local market, and attracting new travellers to the Island during off-peak periods.

✅ Grew passenger market share to approximately 80% within the first year through targeted tourism marketing, partnerships and media activity

✅ Sole marketing and PR lead responsible for passenger growth, tourism promotion and brand visibility for a regional ferry service

✅ Launched a package holiday subsidiary bundling ferry transport and accommodation, delivering approximately 35% ROI in its first year and creating a new revenue stream

✅ Led a full brand refresh across visual identity, marketing collateral, website and signage to strengthen market positioning

✅ Developed and delivered the annual marketing plan and managed budget across digital, media and offline campaigns

✅ Managed website redevelopment including online booking system and customer loyalty program

✅ Secured ongoing earned media and built partnerships with tourism operators and regional stakeholders

✅ Produced and coordinated promotional events, including launching the first major music festival (which then became Island Vibe for the following 18 years)

✅ Implemented customer experience improvements including secret shopper programs and staff service training.