Shaping Social Strategy for Virgin Trains
Project-managed the development of a social media strategy within a major digital transformation initiative. Scoped, planned, and facilitated cross-functional workshops to align marketing, customer service, and digital teams.
Delivered a refined tone of voice, improved escalation processes, and a structured content roadmap, ensuring consistency and alignment with organisational objectives.
Bringing Stories to Life Through Video and Digital Content
Video is king, king of the content, and creating video content from full production, to animation, to small mobile app clips is an important medium within your marketing strategy.
I have written, researched and produced many infographics, ebooks, reports and whitepapers across a wide range of topics and industries. I have also supported existing publications to create digital versions
Viral video, Porirua Libraries
Creating Impactful Viral Content: My Experience with Porirua Libraries
Led the creation of a viral video campaign for Porirua Libraries, using humour, storytelling, and community insight to re-introduce the library as a vibrant, welcoming public space.
By strategically combining trending audio, authentic moments, and strong visual storytelling, I transformed everyday library experiences into highly shareable content that resonated with both local audiences and beyond. The campaign rapidly gained momentum across social platforms, reaching thousands within days and significantly amplifying engagement, visibility, and positive community connection with the library.
Engaging Audiences Through Story and Strategy
I’m passionate about social and digital and love speaking at events of all sizes—from keynote addresses to intimate gatherings. I’ve led panels, spoken at customer events, conducted full-day workshops, and hosted online sessions. Collaborating closely with thought leaders and event teams, I’ve delivered engaging, thought-provoking presentations on a wide range of topics.
Oversaw the delivery of the Social Media strategy and mentored the coordinator.
Speaker at the ConfereNZ: "How to engage the under 25's on social media in the Public Sector"
Key member of the delivery team, driving execution and ensuring campaign success.
Partnered with BBC presenter Penny Haslam on the Women in Technology campaign to boost visibility & engagement.
CEO as a Digital Influencer
Designed an organic social media campaign that positioned the CEO as the face of innovation. This approach turned leadership into influence, driving engagement, showcasing product value, and sparking wider conversations on digital collaboration.
Transforming Social Engagement into Salesforce Leads
Developed a solution that connected Facebook Business pages with Salesforce via Pagemodo, turning social interactions into qualified leads.
Demonstrating how social engagement could be transformed into actionable sales insights.
Low cost social media campaign
A low-cost social media campaign can be highly effective when you harness the power of your own staff. By encouraging team members to share posts, create behind-the-scenes content, and amplify key messages through their personal networks, you organically expand your reach without significant spend. Staff-led storytelling also builds authenticity, helping audiences connect with the people behind the organisation. With simple guidelines, shared assets, and a coordinated posting plan, this approach turns your team into passionate brand advocates while keeping the campaign budget-friendly.
Strategic Multi-Channel Marketing
Planned and executed multi-channel marketing and content initiatives aligned with the business strategy, ensuring clear and consistent messaging across industries.
By tailoring communications to diverse audiences, leveraging insights and UX learnings, and collaborating with executives, boards, and cross-functional teams, I improved engagement, strengthened brand consistency, and supported both customer acquisition and retention.
Global LinkedIn Workshop Programme
Led the design and delivery of a global LinkedIn workshop programme, managing planning, content development, and multi-region execution. Equipped participants with practical skills to optimise their profiles, boost engagement, and strengthen brand visibility.
Leading a Youth-Led Social Media Initiative
As part of Children’s Day at Aotea Lagoon, I led a youth-led digital engagement initiative for Porirua City Council — empowering young people to take over the Council’s social media platforms for the day.
From planning and coordination through to delivery, I managed the full project lifecycle — developing a content framework, briefing participants, and ensuring brand alignment and online safety. The result was an authentic, high-energy campaign that celebrated creativity, built digital confidence among participants, and showcased the community spirit of Porirua.
During the 2020 Lockdown created a fluid, real-time digital strategy to manage Porirua City Council, Te Rauparaha Arena and Porirua Libraries. Adjusting our communications in real time to deliver timely and relevant content.
This also required an online database solution for the Love Local Campaign, part of the Covid-19 recovery plan. Created a web based solution, allowing business owners to submit their details via a digital form and a Facebook Group, called Love Local - Porirua. Giving business owners and the local community to engage with each other.
Cross-Brand Engagement Through Social Media
Organic Twitter campaign that brought together 14 industries and products across the organisation under a unified Valentine’s Day theme. The campaign featured 14 creative, cheeky visuals that playfully “matched” products and services, driving cross-industry engagement.
