Resume
Professional Experience
2025 - Present
Social Media Lead
SafetyCulture, Sydney Australia
I lead social media, from strategy to integrated campaigns, to content creation and publication. I also lead our influencer program and collaborate closely with the brand, comms and acquisition teams. I've implemented new systems to streamline content production, and executed a campaign to significantly increase viewership for key product launches.
2024 - 2025
Social Marketing Lead
Salesforce ANZ, Sydney Australia
Social media marketing lead in the Australia and New Zealand region for Salesforce, the world’s leading CRM brand.
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Led the social media agency RFP process, appointing an agency of record in 2024
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Achieved significant YoY growth for all key metrics: 181% in engagements, 169% increase in engagement rate, 91% increase in shares, 31% increase in MDP (Marketing Driven Pipe) from organic social.
2022 - 2024
Director of Social Media
Slack, New York, USA
I led the social media and influencer marketing programs for Slack, a leading technology tool for businesses globally.
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Develop and execute strategy, collaborate with agency partners and internal stakeholders
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Video views: 5.5M; 1.2M on LinkedIn (+56% YOY)
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Results generated for Slack’s self-serve business via social and influencer marketing: 10M+ impressions; 6.4M video views, 22K link clicks
Experience (Cont.)
2021 - 2022
Director of Content
Premier Lacrosse League
New York, USA
Strategic direction and growth strategy for owned and operated channels. Leading a team of creatives across video production, design, social media, editorial, and broadcast.
Achieved immediate impact in 2021:
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Social media impressions up 83% YOY.
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Video views up 85%. Website views up 43%.
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Developed a new paid media strategy resulting in 410% ROAS.
2017 - 2021
Head of Social Media
National Basketball Association | NBA 2K League
New York, USA
The NBA 2K League is the official esports league for the NBA. I led social media strategy and content creation across channels. Led digital innovation and product launches.
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Launched the TikTok account for the NBA 2K League, adding 100k followers in six months
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Launched digital products: official league website and mobile app
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Managed editorial for NBA 2K League website including freelance writers
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Built an audience of over 630,000 followers and over 120,000 emails
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Won Tempest Award for Best Social Media Experience in Esports, 2019
Experience (Cont.)
2015 - 2017
Senior Marketing Manager
Unikrn, Seattle USA
Unikrn is the world’s first esports (professional video gaming) sportsbook. My role included ideation, strategy and content execution to grow Unikrn’s audience and user base.
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Product Marketing: Generating new user growth via content marketing: email, social media, editorial.
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Editor-In-Chief, managing a team of 8 writers to execute our editorial calendar.
2014 - 2015
Assistant Marketing Manager
The Entourage, Sydney Australia
The Entourage is Australia’s largest educator and community of entrepreneurs. I managed a marketing team of 12 including copywriters, graphic designers, social media, and videographers.
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Started ‘Ask Jack’ podcast, became the #1 business podcast in Australia in its first 30 days.
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Editor-In-Chief for company blog, website and email. Managed a team of 12 writers.
Education
Bachelor of Business (Entrepreneurship)
2007 – 2009 RMIT University, Melbourne.
Bachelor of Communication
(Journalism)
2006 RMIT University, Melbourne.
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Hive Global Leaders Program
2016 San Francisco, USA
Accepted into an exclusive program operated by Hive, a global community of 1,100 CEOs, leaders, and entrepreneurs from 100 countries and including alumni from Google, Apple, NASA, Yale, Stanford and MIT.
Skills & Expertise
- Social Media Marketing
- Influencer Marketing
- Familiarity with AI tools: Claude, ChatGPT, Lovable
- Content Marketing
- Copywriting
- Integrated Campaigns​