March 2026 – Present

Content Design Lead

2016 – Present

Freelance Content Consultant providing content design, copy and strategic expertise.

2023 – 2025

Lead Content Designer working across the ANZ Plus app and website to conceptualise, plan and create a seamless digital banking experience for over 1 million Australian customers.

Defined improvement opportunities for web content and web content experiences, informed and lead by research, insight and customer data.

Defined a system of AEM components and page templates to support business and customer needs for the website, ensuring greater speed to market, consistency of content and UX, improved clarity of content.

2020 – 2022

Senior Content Designer responsible for researching, planning, writing, wiring and prototyping across integrated projects for clients including Dulux Group, Mastercard, Maybelline, Minderoo, Catch Group, eBay and Credit Corp.

Lead large-scale content strategy for re-platform (product and CRM) of Dulux.com.au. Onboarded, trained and managed team of content producers to uplift and migrate content for 1000+ pages.

Lead concept development, content strategy and UX copy for a multi-region multi-lingual early education app.

Lead content strategy and UX copy for a BNPL credit card app.

Oversaw customer research, testing and prototyping to inform digital product iterations and enhancements.

2019 – 2020

Content Strategist responsible for leading and delivering integrated digital content strategy across a diverse group of clients including NAB, Nissan, Officeworks, Bunnings, HESTA, Movember, Golf Australia and CPA Australia.

Worked alongside UX specialists to develop and facilitate research, workshops, user experience testing and planning sessions with local and international customers, clients and senior stakeholders.

Lead content and copywriting team to ensure all outgoing work serviced strategic goals and objectives and met high quality standards.

2016 — 2019

Senior Content and Engagement Manager responsible for copywriting and content strategy and development for key creative campaigns for clients including Reece Group, Pursuit, Zuster, Light Project, Bar Carolina and Tetto di Carolina.

Developed brand strategies and frameworks for emerging and existing brands, conducting brand immersion and development workshops to inform and recommend strategic activities.

Managed up to four Content Managers and Coordinators and ongoing freelance support to produce high quality, on-brand work. Mentor to junior team members, identifying opportunities for development and growing confidence and skills.

2014 – 2015

Online Content Coordinator responsible for copywriting web-optimised content including new product listings, blog content, and ongoing EDM/CRM comms.

Supported event coordination and local brand activation including PR/influencer outreach, printed collateral and pre- and post-event comms.

Developed and implemented a localised social media content strategy in line with global brand guidelines, with a targeted approach to growth and engagement.