I am a true marketing professional with over nine years' experience. I’ve historically specialised in the hospitality and events industries, but also have extensive experience in other diverse industries. I have gained a significant skillset developing comprehensive marketing strategy and concept ideation, moving through to execution of campaigns and completing the process with analysis of the results via the various channels. Everything I do is hands-on, including copywriting, pitching media stories, social media management, PPC advertising and remarketing, web content management and design, database growth strategies, segmentation and communication via email marketing and automation.
Not only an avid marketing expert, I also have extensive skills in event and project management. My organisational skills, efficiency, personable nature and colourful personality ensure I excel in this field of work. I have been solely responsible for coordinating events for programs such as: Melbourne Food & Wine Festival, Good Food & Wine Show, Good Food Month, plus all internal events at the restaurants I have worked for.
My knowledge in the field of digital marketing and events is extremely advanced, thanks to being not only a strategist and director, but a doer. I offer the full suite of marketing and events services, and am constantly reading up on the most recent industry trends and technologies to ensure I stay top of my game.
I have been integral to the success of the restaurants within this hospitality group. For over 4 years, I’ve been building a strong brand equity for the group via comprehensive marketing strategy, execution of campaigns and event management. I more than doubled their database through various growth campaigns, as well as segmented successfully what was a “mass market” database. I’ve kept their websites functioning optimally through content management, copywriting and SEO. I launched their Facebook, Instagram and Google Ad campaigns, and was responsible for preparing all marketing reports through analytics. I have also been vital in forming strong and long-lasting professional relationships with industry stakeholders, third parties, and media. I was responsible for the public image of the restaurants, and had a big role to play in ensuring they kept busy in an extremely competitive Melbourne hospitality environment.
Prior to me working for Cliftons, they had no active social media, nor a respective following. Through creating interesting and engaging content, I successfully launched their social media platforms and vastly improved both their following and engagement. I also played an integral role in developing the marketing strategy for this international company as a whole, and created authoritative content through industry blogs and unique ways to communicate with an international and diverse audience.
I was responsible for what was a huge Google and Facebook Ad budget. Their PPC campaigns were not performing very well prior to me taking over their account. I successfully optimised their Google Ad campaigns, increasing their conversions, impressions, clicks, and reducing their average CPC. I also re-developed their Facebook Ads, again increasing their conversions, reach and impressions. I set up their UnBounce landing pages, to assess the efficacy of this platform. I notably improved their SEO, which I monitored through Google Search Console. I set up all of their conversions and goals through Google Analytics, Facebook pixel and Google Tag Manager.