My PORTFOLIO
Brands I've helped
grow & shine.
A selection of clients across lifestyle, hospitality, entertainment, and retail, each with a different story, and a shared goal of standing out.
The Whitsundays
Developed and executed an always-on SEM strategy for Tourism Whitsundays, a destination marketing organisation promoting one of Queensland's most iconic regions. The brief was to maintain a continuous in-market presence that could capture demand year-round, capitalising on seasonal search peaks and sustaining momentum between campaign bursts.
The approach leveraged Google Ads and Search Ads 360, restructuring campaigns to target bottom-of-funnel, high-intent keywords across the full Whitsundays region. Investment was flighted against historical search volume data to upweight spend during key consideration windows, ensuring budget efficiency across the campaign.
Outcomes:
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Strong quote and booking volumes generated from the first campaign, demonstrating immediate commercial impact from a well-structured always-on approach.
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Search Ads 360 implementation improved campaign efficiency over time, with spend optimised against quote volume and seasonal demand patterns.
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Seasonal flighting strategy maximised budget efficiency, upweighting investment during peak search periods to capture demand when prospective visitors were most ready to book.
Served as client lead across a fully integrated digital marketing engagement for Bond University. The scope covered SEM, paid social, and programmatic media planning, with the remit spanning strategy through to execution and performance reporting across all channels.
The campaign was built to drive prospective student enquiries and applications, with a particular focus on reaching both domestic and international audiences. Activity ran across Meta, Google, Xaxis, and Snapchat, with each channel playing a deliberately structured role in the overall media mix.
A key strategic deliverable was the development of a messaging journey framework for the target audience. This mapped creative direction to the full customer journey, defining audience segments, key touchpoints, and the role of each channel at each stage.
Outcomes:
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Significant uplift in student applications and lead volume year on year, driven by a more targeted and efficient channel mix.
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Improved cost efficiency across paid channels, delivering stronger results with a reduced overall spend.
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A clear messaging framework gave the creative team a structured foundation for campaign development across all channels and audience segments.
Bond University
The Star Entertainment Group
Owned end-to-end campaign planning and execution across social, digital, and web channels for one of Australia's leading entertainment and hospitality groups, working across multiple brands and properties spanning Brisbane, Sydney, and the Gold Coast.
Managed social media channels across the property portfolio, overseeing content strategy, creation, scheduling, and community management to ensure consistent brand alignment and audience engagement. Developed and implemented integrated content calendars to amplify brand storytelling and drive conversions, partnering closely with commercial and creative teams to deliver campaigns that connected with diverse audiences.
Outcomes
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Hotel campaigns delivered exceptional return on ad spend alongside strong year-on-year revenue growth, significantly outperforming previous benchmarks.
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Meaningful year-on-year growth across social, with audiences, impressions, and video views all trending strongly upward across the property portfolio.
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Delivered high-volume creative output across social, web, and display, producing 100+ assets per campaign to support a fast-paced, multi-brand content calendar.
Worked with owner to refresh and expand their creative output across web and eDM,combining photography with the trialling of new content formats and banner designs to push the brand's visual identity forward.
Photography was produced specifically for use across the website and email channels, feeding directly into banner creative and format testing. The focus throughout was on building a more varied and considered visual approach, testing what landed with the audience and using those learnings to inform the brand's ongoing creative direction.
Outcomes:
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Original photography created to elevate the brand's visual presence across web and email, giving the creative team fresh, on-brand assets to work with.
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New content formats and banner layouts trialled across eDM and web, generating insights that shaped the brand's ongoing creative strategy.
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A more cohesive and intentional visual identity across channels, consistent in look and feel, and better aligned to how the audience engages.