I've spent most of the last five years working in and around digital media in the USA, Australia and now the UK. I work with start-ups and growth stage companies as a source of knowledge, a supporter and connector to new business partnerships and talent opportunities. I have demonstrable experience in new business development, contract negotiation, partnership management, project management and talent acquisition. My varied roles in business development have also allowed me to creatively pursue more aspects of marketing, social media strategy and digital branding. I enjoy using my fashion background and business acumen to both generate new business and improve upon existing digital services.
Soapbox is a new fashion and beauty mobile app that lets users like and share short videos of themselves, whilst also uniquely allowing users to directly shop the products presented. In my role, I was responsible for securing partnerships with other companies such as Triple A Media, attracting new users, and running Soapbox social media (Instragram, Twitter, Pinterest etc) and marketing. I signed 350+ new partnerships in 6 months with top YouTube content creators ThatGirlShaexo (165K subscribers) and ALoveTart (60K subscribers), helping to grow the app to 10,000 active users. I also successfully negotiated a partnership with Fashion Channel Milano (250,000K subscribers). I also hired and managed a small team of four junior employees. This helped me to develop my management skills, ensuring the learning and development of my team whilst maintaining and achieving the goals of my own role.
Amanda Kendell is a high-end accessories fashion label with operations in Australia and Italy. In my role as Brand Director, I acted as an authority and promoter of the brand, ensuring consistent brand expression through all consumer touch points such as pop-up stores, showings and new business opportunities with buyers Belinda and David Jones. This resulted in dramatically increased sales of Amanda Kendell merchandise from 67% to 93% during the year I was there. I also constructed a 250-page grant proposal to the Australian government, which secured a substantial amount of money (AUD$50k) which was then invested into the growth of the label in the surrounding markets.
London MGT Group is an Australian model and artist management company with offices in Sydney and Melbourne. In my role I was responsible for scouting and developing new models on all our boards. This meant teaching new talent the ins and outs of the industry, helping them develop their personal image and brand, portfolio development and then international placement into the most suitable markets. Many of the talents I worked with went on to enjoy successful careers in modelling, shooting for the likes of Victoria Secret and Forever 21. I ran my books by building and maintaining strong client relationships with online retailers such as Brands Exclusive and other recognisable brands; Myers, General Pants and many more. Within my first six months I expanded B2B clients by 18% and continued to exceed my monthly targets.
Ocean Models was a Miami-based modeling agency originally built for the purpose of filming a reality TV show, before converting to a traditional agency. I acted as creative director to the newly-founded agency. I was responsible for the implementation of a business plan focused on model wellbeing; offering nutritionists, yoga and fitness instructors along with coaching in areas they wished to pursue. I also ran the portfolio development, acquiring strong and lifelong relationships with prominent photographers (Chris Colls, Mark Seliger), prestigious stylists (Kimberly Sussman, Ilona Hamer), award winning hair stylists (Gregorio Ruggeri, Renya Zydis) and highly respected make up artists (Rae Morris, Jasmine Lo). Landing additionally key accounts with J Crew, Theory, GAP, Forever 21 and Abercrombie and Fitch; accounts that generated 20% of the agencies revenue in 2011. I was also involved in the Ocean Models TV Show - I was involved in selection of the cast and negotiating the terms of contracts and visas. I also had a role in styling the cast wardrobes, creating key fashion themes for all main characters. On the business side of events, I obtained profitable endorsements from a wide variety of brands such as Mac, RMS Beauty, J Crew, For Love of Lemons, Steve Madden and many more in return for product placement during filming.
Assisted model agents in various tasks. Created and updated databases. Prepared client packages and model portfolios. General office duties. Took models to castings, go-sees and photo shoots. Assisted art department in the print design and development process. EMG MODELS (AUST) – Fashion Model (2000 – 2010) FORD MODELS (USA) – Fashion Model (2002 – 2010) SELECT MODELS (UK) – Fashion Model (2002 – 2010) OCEAN MODELS (USA) – Fashion Model (2008 – 2010)