Creative Strategy + Social Media
I understand how artists and brands need to position themselves in fast-moving markets in order to truly connect with fans and achieve their goals. Having worked with leading music businesses and artists, my approach to creative strategy is innovative, collaborative, and data-informed. As a cusp Zillenial, my background is digital-first, with a healthy appreciation for IRL engagement. I’ve consulted on social media strategy + community engagement for a range of clients from major labels to indie artists.
Client
Phoenix Central Park
Role
Creative Strategist
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Phoenix Central Park is a one-of-a-kind performance space in Sydney, that aims to revitalise its inner-city neighbourhood with a new cultural beacon that is as bold on the outside as the performances it presents within.
The venue is a non-profit, the singular vision of philanthropist Judith Neilson AM. All tickets to performances at Phoenix Central Park are free via ballot only.
The venue is operated by a small team, and I spent three years spearheading their Marketing + Communications arm.
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Leading the creative strategy and branding across all Phoenix social and marketing channels, including event, digital series and broader branding campaigns
Leading creative teams to create dynamic, tasteful, and engaging content deployed across all digital, print editorial and OOH channels, including overseeing photography, graphic design layouts and marketing copy
Commissioning and briefing external creatives and agencies to create brand-aligned marketing collateral, photography + videography, PR opportunities and a bespoke web ticketing platform
Developing, overseeing and implementing brand guidelines
Liaising with artists and their teams on event promotion, documentation and pre + post event production needs
Managing third-party stakeholders, including government agencies and national media, to amplify our brand in national campaigns and TV spots
Planning, budgeting for, and implementing paid media campaigns, including digital and OOH campaigns
Managing junior employees, providing training, guidance and feedback where needed
Collaborating with other senior management team members on business management decisions
Planning, managing and reporting on annual marketing budgets
Increasing social platform followers and mailing list growth
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Throughout my tenure as Creative Strategist I achieved the following over three years:
75% increase in Instagram followers
422% increase in LinkedIn followers
246% increase in YouTube followers, 1.1m total video views
130% increase in mailing list subscribers
Average email newsletter open-rate of 50% and average click-through rate of 7%
25% increase in website visits year on year
Over 33k unique ballot entrants to performances
100+ pieces of media coverage, including NTS, ABC + fbi.radio syndication, RUSSH editorial placement, a Sunrise live cross + a triple j video filming
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Phoenix featuring in Destination NSW x Leo Australia’s Feel New Sydney campaign, spotlighting local musician Zion Garcia. Our inclusion was the result of weeks of negotiation between my team and external stakeholders, plus a mammoth filming day at our venue with over 100 extras and crew.
Directing, producing and editing Selectors, a YouTube mix series capturing DJs and selectors in the space pre-performance.
Producing a number of our Live at Phoenix videos, often working with management, labels, legal teams and artists to find solutions amenable for all parties.
Launching thirteen Seasons, our signature announcement of each quarter of programming, as well as seven festivals. I worked alongside some of Australia’s best graphic designers and motion artists to create stunning campaign collateral for each launch, working with tight deadlines and budgets.
Creating Issue 001 of our free zine, a process which included commissioning writers to interview artist alumni, editing every article, curating imagery, working with Studio MIMU to develop a design system, liaising with printers and distributing printed zines to stockists around Sydney by hand.
Working with international artists and their teams on marketing and content to create special moments such as Jon Hopkins’ RITUAL listening event, and live performances from serpentwithfeet, Alexis Taylor, Actress, Nabihah Iqbal, Astrid Sonne, DOMi & JD BECK, Lou Barlow, Tim Hecker, James K + more.
Client
Warner Music Australia
Role
Social Media + Community Engagement Consultant
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Warner Music Australia (WMA) is the Australian arm of Warner Music Group, a global major music label.
The label is home to large international artists including Charli XCX, Pinkpantheress, Ed Sheeran, Benson Boone, Sombr and Nessa Barrett, alongside local talent like Oliver Cronin, Kita Alexander, Thelma Plum, Budjerah, James Johnston, Balu Brigada, Brad Cox, Harper Finn, Sachi, and Riiki Reid. They have a strong catalogue offering alongside developing and breaking artists.
Until late 2025, WMA operated a UGC-focused channel Blare, which was an avenue for fan discovery across Instagram, TikTok and YouTube Shorts.
I was contracted to assist with running both the Warner Music Australia and Blare social media accounts, including community management responsibilities.
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Working with WMA staff and an external agency to strategise ways to drive views, shares and follows across the WMA and Blare social accounts, including Instagram, TikTok and YouTube Shorts
Creating static and video assets to be shared across all platforms, adhering to brand guidelines and best practices for each channel
Sourcing UGC to share across WMA and Blare channels
Scheduling content via Iconosquare and native in-platform scheduling apps, aligning with global and domestic marketing release plans
Increasing followers across all platforms, and driving fans to engage with WMA artists
Community management, including responding to DMs and monitoring comments across all platforms about new releases, online store inquiries, fan engagement, and complaints
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During my five-month contract consulting with WMA we achieved the following results:
2.4 million impressions on the @warnermusicaustralia Instagram channel, and 3.8 million impressions on @blaremusic - a 470% increase across both channels compared to the previous four months
1.2 million views on the @warnermusicaustralia TikTok, and 5.3 million views on the @blaremusic TikTok
3.5 million views on the @warnermusicaustralia YouTube, plus a 4.4% increase in YouTube followers
4.4 million views on the @blaremusic YouTube, and a 9.3% increase in YouTube followers
Combined 12.5 million views on Facebook in 4 months, a 175% increase compared to the previous four months
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Working on the global launch of Ed Sheeran’s Sapphire campaign, ensuring WMA content was aligned with the wider global release plans
Working on the F1 The Album campaign, creating content to mobilise fans around the all-star release
Posting reactive moments that elevated WMA artists around events such as Coachella and the AMAs
Creating content to spotlight local WMA employees and their favourite releases
Multiple viral videos, creating organic conversation about artists and their upcoming releases
Client
The Vanguard
Role
Social Media + Community Engagement Consultant
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The Vanguard is a long-standing institution of King St Newtown. New ownership took over the iconic venue in April 2024, and I was brought on board to implement a new social strategy.
There was a venue renovation undertaken in late 2024, and the new strategy for The Vanguard needed to reflect its new persona without losing its existing audience.
This required extensive strategy and brand work pre-launch. I developed a brand purpose, vision, goals, values, customer persona and competitor analysis in collaboration with the new owner and their team. I was then contracted to be the product owner of The Vanguard’s social media and email marketing channels, running these functions on a week-to-week basis.
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Working with Vanguard management to devise clear priorities each week, creating a strategy that allowed us to promote performances as needed without losing the venue’s voice
Creating static and video assets to be shared across Instagram, Facebook and the venue’s eDM, adhering to brand guidelines and best practices for each channel
Commissioning photographers and designers as needed to create marketing collateral for the venue and its events
Managing the venue’s email marketing output each week, including sending eDMs, creating templates and segmenting audiences based on age and genre preferences
Managing the venue’s custom-built website, updating pages as needed and maintaining the landing page with upcoming events
Scheduling content via Buffer and native in-platform scheduling apps, aligning with venue priorities and requests from artists and their teams
Increasing followers across all platforms, and driving socials engagement to convert into ticket sales and RSVPs
Community management, including responding to DMs and monitoring comments across all platforms about upcoming performances, lost items, compliments and complaints
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During my 18-month contract consulting with The Vanguard we achieved the following results:
27% increase in Instagram followers of The Vanguard after venue re-opening
18% increase in mailing list subscribers over the same period, with an average email open-rate of over 20%
Successfully connected with new audiences, becoming a home for boundary-pushing electronic music and local community promoters
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The Vanguard was featured in OOH advertisements by the City of Sydney, with a photograph I commissioned by Ravyna Jassani of HiTech’s sold-out performance at the venue appearing across the city, driving further awareness of the venue
The venue’s relaunch receiving coverage from TimeOut and Broadsheet
Sydney fashion designers Nicol & Ford hosting their AFW 2025 showcase at the venue
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