Apr 2022 – Mar 2023 · 11 mos · Sydney, New South Wales, Australia · Hybrid

• Clients: ING Bank, Energiser, NBN & Optus
• Highlights: Created new revenue streams of $300K+, selected for Meta's 'Elevate' program as Top 40 in the country, automated weekly reporting, and mentored juniors to prepare for the MFA examination.
• Led the digital planning team in developing comprehensive strategies across all channels, ensuring alignment with best practices while delivering innovative, client-tailored solutions.
• Created and delivered a series of engaging Masterclasses on emerging topics like 'Social Commerce' and 'Metaverse Fundamentals,' equipping clients with the knowledge to stay ahead in a rapidly evolving digital landscape.
• Collaborated with the Integrated Planning team and key business units to contribute to the ideation process, generating creative connection ideas that resonate with target audiences.
• Partnered with internal stakeholders to design and build High Value Audiences (HVAs), identifying key opportunities for seamless integration of first-party data (1PD) to drive more personalised and effective marketing strategies.

Jan 2022 – Feb 2023 · 1 yr 1 mo · Sydney, New South Wales, Australia · On-site

• Youngbloods NSW, VIC, WA and QLD have teamed up to better nurture, connect, inspire and guide ad industry newcomers. I came on board with a mission to make the journey to break into advertising less daunting, especially for migrants who face unforeseen challenges in unknown territory.
• I had to step down as I stopped working in the advertising agency space.

Apr 2021 – Apr 2022 · 1 yr · Sydney, New South Wales, Australia · Hybrid

• Clients: Uber, A-Leagues, Australian Ethical, Nike, Timberland & Google
• Highlights: Joined the business as their first ever Associate Strategist, awarded 'Employee of The Month' in the second month, successfully pitched for one of the biggest business wins & received an AWARD shortlist for work across a brand refresh.
• Explored cultural insights & trends to support brand and campaign strategies (social listening,
• google trends, industry reports etc)
• Developed and executed marketing strategies, measurement frameworks, and reporting for
• campaigns, websites, social media, CRM, and any other given platform.
• Leveraged specialised tools to uncover customer truths and define target audiences (i.e.
• GWI, NetBase, Affinio).
• Extracted insights from scattered data sources to help develop communication strategies, Go
• to market plans, and brand identity design (i.e. desk research, surveys, 1st party data
• analysis, & industry reports).

Jan 2021 – Dec 2022 · 1 yr 11 mos · Remote · Remote

• Clients: A2, QU3, Kickbox India, GovCon Podcast, & ONJ Cancer Research Institute
• A2: Led a brand transformation research piece from a cultural perspective by assessing the future of nourishment and auditing brand elements that were not in sync with the future vision of the brand.
• Kickbox India: Developed a paid media strategy along with tactics to acquire rich first party data to achieve a better ROAS.
• QU3: Created an outreach strategy to build a Web3 community which can leverage an accessible and less daunting 3D NFT creation and exploration platform.
• GovCon Podcast: In addition to being a guest on the podcast, I built a rebranding strategy for better visibility using SEO tactics.

Mar 2020 – Mar 2021 · 1 yr · Sydney, New South Wales, Australia · Remote

• Client: Australian Government
• Highlights: Received a 10/10 employee recommendation score, planned the government's first ever app-installs campaign for COVID, introduced Pinterest for incremental reach & won ‘Snap Campaign of the Month'.
• Planned media strategy responses and implemented 300+ campaigns across Meta, Pinterest, Twitter, LinkedIn & Snapchat.
• Paced, optimised and reported on campaigns to ensure campaigns were in line with objectives and best practices.
• Developed measurement frameworks and benchmarks to measure campaign effectiveness.

Aug 2019 – Dec 2019 · 4 mos · Sydney, Australia · On-site

• Verticals: Banking, Insurance & Electronics
• Mapped potential partnerships with podcasters to help meet the goal of 100K sign-ups prior to the launch of The Finder app.
• Implemented paid search and native campaigns and analyzed performance to deliver weekly optimizations.
• Conducted keyword researches to find opportunities for growth.
• Carried out A/B tests to evaluate performance and tested new channel opportunities across Spotify.

Jul 2019 – Aug 2019 · 1 mo · Sydney, Australia

• Clients: Electronic Arts (EA) Games and Cerebral Palsy Alliance (CPA)
• Worked on a creative brief for the Cerebral Palsy Alliance and pitched a strategy for maximizing donation revenue for 'Steptember'.
• Developed benchmarks using global social engagement averages to assess region-specific performance for EA Games.
• Mined audience overlap insights and storytelling ideas.
• Conducted a media audit and mapped press releases and reviews across media outlets.
• Identified technical vendors for social aggregation and optimized conversion journeys/ UI using Google Analytics.

Mar 2019 – Jun 2019 · 3 mos · Sydney, Australia

• Google Ad Grants Online Marketing Challenge is a unique opportunity for students to get real-world experience creating and executing online marketing campaigns for a real nonprofit using a $10,000 USD monthly budget of in-kind Google Ads advertising credit through the Google Ad Grants program.
• Conducted a target audience analysis including geographics, demographics, interests, and other relevant market data to identify current and potential market reach.
• Developed, tracked, and optimized paid search campaigns. Also, produced strategic recommendations to improve overall landing page experience which increased returning users by 15%.
• Implemented a single keyword ad group strategy along with responsive search ads for greater relevance and ad quality leading to a 17% increase in CTR.
• Produced a pre-campaign marketing strategy based on the historical performance of the ad grants account and a post-campaign analysis based on performance metrics.

Jan 2019 – Mar 2019 · 2 mos · Sydney, Australia

• Clients: Bayer and Lenovo
• Wrote ad copy for paid search campaigns and conducted search term analyses
• Implemented responsive search ads, expanded text ads, and site link extensions.
• Created a client research project highlighting past performance and the most effective media channels.
• Organized an event for creating letters of love for refugee children.
• Attended the Google Marketing Boot camp and information sessions at Facebook, Snapchat, SBS Media & Nova.

May 2018 – Jun 2018 · 1 mo · Dubai, United Arab Emirates

• Clients: IKEA, KFC, Dubai Tourism and Bridgestone / Firestone
• Planned a content calendar, created data-driven audiences, and promoted posts on social media for clients such as KFC & IKEA.
• Measured weekly campaign performance for optimization. Also, assisted in the creation of media plans and client reports to provide actionable insights to clients.
• Mapped strategic influencers for clients and identified successful campaign stories to create case studies.
• Supported the team in issuing estimates, POs, and credit notes.
• Visited the Twitter office for training - A/B testing, pixel tracking, budget allocation, targeting, and using essential KPI's.

Jan 2018 – Feb 2018 · 1 mo · Dubai, United Arab Emirates

• Participant in a business reality TV show where the top 16 students in the UAE were tested on their knowledge, teamwork, attitude, and confidence. I was voted as the best performer twice and led a team in the RakBank marketing task. Here's the link to watch the first episode - https://bit.ly/2P6ZwY7

Aug 2017 – Mar 2018 · 7 mos · Dubai

• Mapped ideas and trends from survey responses and analyzed regional WWF strategies to develop a global youth strategy.
• Conducted a potential partner review for the Youth Empowerment Program. (WWF- Austria)
• Worked on a re-branding strategy and created infographic videos using Final Cut Pro X.
• Conducted regular website tests and suggested improvements.

Jun 2017 – Jul 2017 · 1 mo · Singapore

• Mapped consumer trends through research portals such as Mintel to propose growth strategies for dietary supplements.
• Analyzed historical product performance to provide insights for strategic market positioning, created case studies and wrote copy for product descriptions.
• Conducted a competitor analysis across the APAC region for analysing market share of dietary supplements.