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An Australian in London, I am a digital marketing professional with over six years of experience in the music & entertainment fields. I’ve built my career in a variety of roles, where I have not only devised and executed digital strategies across high-profile artists roster/s & campaigns, but gained an abundance of knowledge as an assistant artist manager in day-to-day management, admin, creative, a&r, and touring. I have worked closely with a variety of artists in developing their online persona, creative, tone and strategy to build a passionate & dedicated following. More specifically, my experience has seen me curate the ‘Secret Garden Show’ movement - a concept that brought Matt Corby’s intimate gig setting to 56 fans’ backyards across Australia, the UK, USA and Sweden, and subsequently captured the attention of Australian & international media. I was also nominated as Community Manager of the Year (Social Buzz Awards) for my work on 5 Seconds of Summer’s debut release campaign (the album has now seen over 3M album sales worldwide).
Major Achievements: • Devised & executed the digital strategy for Hey Violet which grew their online fanbase by over 1,700k% in under a year (from 345k fans collectively to over 6.5M), resulting in 2x EP’s in the Top 10 iTunes Artist Album Charts. • Worked on 3 successful major celebrity fragrance launches for Cheryl, including StormFlower Eau de Toilette, Noir and Platinum. • Worked on exclusive video premiere deal with Facebook for Scouting For Girls, guaranteeing 500k impressions (valued at an estimated £1.5k) and ultimately resulting in a 1.5M post reach. Main Responsibilities: • Worked across company’s roster of artists including Hey Violet, Cheryl, Scouting For Girls, 5 Seconds of Summer, Little Mix, MNEK, One Direction. • Worked with record labels & digital agencies on the strategic planning and implementation of innovative online campaigns. • Approached and worked in partnership with global brands to plan and carry out global initiatives across multiple digital platforms. • Day-to-day management of artist roster & company’s social media accounts, websites, eCRM databases and digital platforms.
Major Achievements: • Social Buzz Awards (2014): Community Manager of the Year - Nominated • Music Ally Awards (2014): Best Digital Music Marketing Campaigns • Executed digital strategy for 5SOS, increasing the online fanbase by over 26,000%, from 500k to over 119M online fans collectively. • Devised digital strategy for 5SOS’ debut album release which reached #1 on the US Billboard Charts & #2 on the UK Official Charts, and has now surpassed 3.2M sales worldwide. • Worked with international labels & partners on ‘DerpCon’ – a global fan event where hundreds of competition winners were flown to Los Angeles to celebrate everything ‘5SOS’. Main Responsibilities: • Worked with Capitol Records UK to deliver best in breed CRM on digital platforms & social media channels. • Maintenance of active online communities exceeding 119M followers.
Major Achievements: • Concept creation, tour curation & management of Matt Corby’s Secret Garden Shows which has travelled across 56 locations to AU/UK/USA/SE. • Executed & devised digital strategy for Matt Corby’s ‘Into The Flame’ (6x ARIA Platinum, ARIA Song of the Year for ‘Brother’) & ‘Resolution’ (ARIA Song of the Year for ‘Resolution’) EP releases. Main Responsibilities: • Worked across company’s roster of artists including Matt Corby, 5 Seconds of Summer, Lakyn Heperi, R.W. Grace, Amy Meredith, Faker, Aston, The Voice Australia (TV) and Secret Garden Music Festival . • Managed artist schedules and assisted with touring and logistics. • Assisted with executing release, touring & promotional strategies for artists. • Liaised with third party labels, publishers, performance societies, agents, producers & stakeholders. • Supported General Manger and Director with administration tasks.
Majoring in International Business, Media Culture + Technology. Minoring in Marketing.