Content Strategy
Behind every headline, hashtag, and hook is a deeper layer of thinking.
This is where I do my best work—at the intersection of insight, creativity, and performance. Whether it’s re-engaging loyal travellers, launching a UGC campaign, or helping brands navigate privacy-first marketing, I craft strategies that serve a purpose and spark results.
With experience across B2B and B2C, I approach each brief with a holistic mindset: What are we really trying to say? Who are we saying it to? And how do we say it in a way that sticks?
Below is a selection of strategic work that blends storytelling with intent—designed to connect, convert, and create lasting value.
Digital Marketer Playbook Webinar
Client: Flow Platform
Type: Organic Campaign Strategy, Lead Gen
In the lead-up to Black Friday, I conceptualised and led an organic content campaign that positioned our first-party data offering as a key solution for marketers battling rising ad costs. I created a downloadable Playbook packed with privacy-compliant, conversion-boosting strategies.
I developed and created a supporting webinar as part of Flow’s mission to help brands unlock the power of first-party data. I was responsible for the full campaign, from the webinar concept and content to all supporting social media, email marketing, and blog posts.
The goal was to show how brands with smaller budgets can still win by using smarter, data-driven strategies. I brought together industry leaders for an honest, insightful conversation on the future of commerce media.
Return to the Wild
Client: Tour Operator
Type: Content Strategy, Campaign Development
I developed a full-funnel content strategy to re-engage past travellers and turn loyal clients into brand advocates. The campaign centred on emotional storytelling and curated travel inspiration, supported by email journeys, blog content, and paid social assets. We repositioned repeat travel as a return to something deeply personal, not just a destination.
PlatoGame Launch
Client: PlatoScience
Type: Go-to-Market Strategy, Content Marketing, Paid Media Assets, E-commerce Setup
I led the content and campaign development for the launch of PlatoGame — a neurostimulation headset designed to enhance cognitive performance through brain training. The core challenge was to simplify complex science and position the product as both credible and approachable for first-time tech adopters.
The campaign included a full omnichannel rollout, including the setup of a new Shopify storefront, a downloadable product explainer, email nurture flows, social media strategy, and a bold brand video designed to cut through wellness-industry noise.
UGC Campaign
Client: Tour Operator
Type: Social Strategy, UGC Campaign
To increase engagement and grow the online community, I launched a user-generated content campaign inviting travellers to share their favourite holiday moments. I built a cross-platform content calendar, visual guidelines, and platform-specific copy to showcase authentic, client-led storytelling and boost organic reach.
Store SEO & Analytics Setup
Client: OnPoint Projects
Type: SEO Strategy, Analytics Implementation
I conducted an SEO audit and developed a foundational SEO content strategy for this ecommerce site. I provided GA4, Search Console, and Google Ads setup, along with a roadmap to improve category page rankings, increase indexed pages, and drive conversion-focused organic traffic to the store.
Botanicals by Gizzls Packaging Copy
Client: Gizzls
Type: Brand Messaging, Packaging Copy
I was brought on to craft compelling, benefit-led packaging copy for the launch of Botanicals by Gizzls—a new range of all-natural, vet-formulated supplements for dogs. The brief called for copy that was clear, trustworthy, and aligned with the brand’s playful yet premium tone.
Insight: Pet owners care deeply about transparency and results. My approach focused on simplifying ingredient benefits while maintaining a warm, credible voice that builds confidence at the point of sale.