Portfolio
AmericanDoughnutKitchen
Lead strategist, organic social content creator & manager
Problem:
Despite over 50 years of recognition as a Melbourne icon, American Doughnut Kitchen’s brand status was not reflected on social media, struggling with low engagement and stagnant growth
Solution:
Developed a video-centric social media strategy, aligning a refreshed visual identity with core brand values to create compelling content pillars. Achieved 127% MoM engagement growth on Instagram in the May 2024 and a 530% follower increase on TikTok since April 2024.
Skills Developed
Brand strategy
Social media strategy
Look and feel development
Grid
Statics
End-to-end social media management
Content creation & shoot day facilitation
Reporting and analysis
Reels & TikToks
TangleTeezer
Lead strategist, organic social content creator & manager
Problem:
Global brand Tangle Teezer needed to boost its market presence and engagement in Australia, where growth lagged behind its success in the US and UK
Solution:
Developed an integrated social media strategy combining localized organic content with targeted paid social media campaigns. Result highlights include a 621% MoM increase in revenue in 2023, and a 621% MoM increase in organic social media impressions in 2022.
Skills Developed
Pitching
Social media strategy
Look and feel development
End-to-end social media management
Content creation
Reporting and analysis
PaidSocialMedia
Paid social media content creation & creative testing strategy
Experienced working with 50+ clients from a wide array of industries, collaborating with external stakeholders, copywriters and digital strategists to create engaging, and objective-varied paid social content on an ongoing basis.
Skills Developed
Paid advertising strategy Business suite understanding
Paid social media content creation Agility to manage client work simultaneously
OrganicSocialMedia
Organic
Skills Developed
BestFriendsPets
Shoot conceptualisation, management and production
Worked closely with third-party vendors to produce video and photographic content for Best Friends Pets for their Christmas, Royal Melbourne Dog Show and Dental Month campaigns. Formats and placements included paid and organic social, TVC, BVOD, and in-store merchandising.
Skills Developed
Campaign conceptualisation
Pre-production planning
Christmas
On-set production Post-production
Royal Melbourne Dog Show
BestFriendsPets
MyPetWarehouse
Shoot conceptualisation, management and production
Continued to gain production experience through working with My Pet Warehouse and thirdparty vendors to produce video and photographic content for their Christmas and Dental Month campaigns. Formats and placements included paid and organic social, TVC, BVOD, and in-store merchandising.
Skills developed
Campaign conceptualisation
Pre-production planning
Christmas
Dental Month
On-set production
Post-production
