Media Director, Bolster

Sep 2023 - present

Developing advertising strategies and go-to-market plans for entertainment and culture clients, with a focus on omni-channel approaches across traditional and digital media. Nurturing supplier relationships with media owners to foster impactful partnerships. Working on research reports, uncovering data to drive meaningful change in the arts and live events scene.

Senior Music Strategist, Bolster

Feb 2018 - Aug 2021

Working with Bolster’s music clients to help sell more records, drive more streams, sell out events and build audiences. Using strategy to help connect the dots between advertising best practices and new ad innovations with music industry know-how. Clients and campaigns include Splendour In The Grass, St Jerome’s Laneway Festival, Beyond The Valley, Falls Festival, Download Festival and more.

Digital Campaign Manager, Bolster

Aug 2015 - Feb 2018

Digital advertising (Facebook, Google Display/Search, YouTube, Instagram, Twitter) and media buying/placement for music entertainment brands. Clients include Splendour In The Grass, Falls Festival, Chugg, St. Jerome's Laneway Festival, Remote Control Records, Beyond The Valley, Dew Process and more.

Label Manager, Shock Records

July 2014 - Aug 2015

Label management for Shock Records and its imprint label Halfcut Records, as well as other labels that Shock distributed such as Sunday Best Records, SideOneDummy, No Sleep Records, Holy Roar Records, Memphis Industries and Kartel Creative. Including liaising with the labels/artists, A&R, production, distribution, marketing and advertising, working with publicity/radio plugging team, managing physical retailers and DSPs, working with the marketing/social media team, updating the Shock online store, delivering EDMs and more.

Content & Community Manager, Collabforge

Oct 2013 - Jul 2014 (Short term contract)

Coordinating social media, marketing and content for the business and clients. Devising and implementing strategies for genuine online and offline community engagement through social media marketing, content creation (blog posts, guest blog posts, knowledge bases, EDMs) and carefully curated industry events. NB: This was a short-term, project-based contract position for 3 months that was extended.

Senior Account Manager, The Township (Formerly Get Glossy)

Jul 2011 - Oct 2013

Content and community management for brands via social media channels (Facebook, Instagram, Twitter, YouTube, Pinterest and blogs), as well as Facebook advertising optimised to increase page likes. My client list included Tony Bianco Shoes, Wittner Shoes, Australis Cosmetics, Biore Skincare, John Frieda Haircare and Tetley Tea, some of which remained within my portfolio for the entirety of my time at Get Glossy.

Freelance Journalist

Jan 2009 - Jul 2013

Writing privately commissioned content for clients, such as press releases, articles and CD reviews. Regular contributor to FasterLouder, Beat Magazine, Furst Media and MTV.

Editor & Founder, Paper-Deer

Jun 2010 - Oct 2011

Paper-Deer was a blog dedicated to the live music scene in Melbourne, and features only exclusive content created by a team of young, emerging talent in the city.