Senior Content Strategist (from Jan 2020), Content Director (March – November 2019), Content Lead (April 2017 – March 2019)

I guide the strategic direction of Origin's Digital Content team and oversee the content operations for a team of UX writers, multimedia strategists and voice-content specialists. Working in and across Sales and Service tribes, the team plans, produces, creates and optimises content through our campaign and sales journeys, and within the customer portal of My Account - both on the site and in our app. We’re also responsible for overall site governance, for which I developed the Digital Content Style Guide. Working in the 200-strong Transformation & Digital Team, our key stakeholders are Product and Pricing, Sales and Marketing, and Legal and Compliance.

Key tasks: Content Strategy, Content Operations, Optimisation, Personalisation, Content Management, Governance, Project management.

Content consultant

In mid 2016, RMIT replaced its CMS with an Adobe customised build. This necessitated the build of a number of templates and modules specific to RMIT's content needs. My deep knowledge of RMIT's content was integral to this role but there were also new requirements to learn and understand. I was contracted five months before launch to scope the final requirements and work with the offshore dev team to ensure all were met. I conducted user acceptance testing with the RMIT web community and ultimately trained all RMIT editors and managers on how to use the new CMS.
Key tasks: Analysis, Scoping, Testing, Training

Digital content writer and accessibility specialist

Through 2015 and into 2016, Jetstar overhauled its booking engine and website in all 11 of the countries where it has a digital presence (some of them in more than one language). I played a key role in organising, crafting and revising the content for the English speaking sites, working closely with the Product, Legal, and Brand and Marketing teams. I was eventually given the lead role in ensuring Jetstar's content met AA and sometimes AAA Accessibility requirements.
Key tasks: Writing, Editing, Content modelling, Accessibility, Content management, Governance

Senior Content Analyst & Site Editor

I started at RMIT as a Digital Editor, but after 6 months I moved into the Site Editor role. Six months from then I became the Senior Content Analyst. I was part of the web transformation project team. I developed the content brief for our first stage (the Global website, launched Jan 2014) – and coordinated the content creators to deliver content in synch with the building of the site (so we could develop with real content). In an Agile environment, I worked with Developers and UXers to ready and refine all content requirements, and represent the business requirements and rules for a content-led, fully accessible digital presence of RMIT that speaks to the Australian public audience. In December 2014, we launched the new Public site. In 2015, we tackled the Staff and Students sites - beginning with a full site audit and analysis.
Key tasks: Team leading, Analysis, Auditing, Scoping, User research, Content modelling, Governance, Writing, Editing, Testing, Training

Content Strategist & Editor

In my initial months with Aconex I developed the start-up and ongoing content strategy for thedcwire.com: a site that intends to foster a community for, and enhance the professional standing of, document controllers in construction and engineering. I worked closely with the UX team while simultaneously forging close ties with SMEs. I also developed short and long-term content management processes and plans for their Support site, Support Central. I continued to advise and assist the General Services, UX and Marketing teams with content direction and production.
Key tasks: Content management, Writing, Editing, Analysis, User research

PFAL Content Manager

This short-term contract required me to plan and design an IA to house information pertaining to a major change in public finance legislation. I worked predominantly with the Policy team, ensuring air-tight compliance, and with the Communications team, to develop the best web communications solution possible.
Key tasks: Analysis, Scoping, User research, Content modelling, Content management, Governance, Writing, Editing

Editorial Lead & Copywriting Team Leader

I was a key player in the creation of a content-rich, issue-driven site when World Vision transformed its site. I helped develop the IA; I determined the editorial voice; I managed the team of in-house and freelance writers; and I oversaw upload of all content. Post the April ’09 launch, I managed content across the entire site. I responded to requests and made content recommendations to all business sectors; I consulted regularly and effectively with Legal to ensure World Vision’s child-protection and other policies were adhered to; I crafted eDM (collaborating with the broader digital team to track progress and success). I managed a team consisting of in-house content writers and coordinators and freelance writers on short-term contracts.
Key tasks: Team leading, Content management, Writing, Editing, Research, Governance

Marketing Manager, Arts & Culture

The City of Moonee Valley’s Cultural Facilities are the Clocktower Centre, a 503-seat professional theatre and function centre, and the Incinerator Arts Complex, a visual and performing arts space. While in the role, I devised and executed marketing and communication plans that realised a 38% increase in theatre season subscriptions and I secured inaugural venue sponsorship for the Clocktower.
Key tasks: Team leading, Research, Planning, Execution, Reporting