A fundamental component of effective and successful marketing activity is an understanding of consumers, their needs and behaviours. Studying the behaviour of consumers in a wide range of situations and circumstances provides marketers with clear guidelines for the development of marketing strategy. AMB200 provides the foundation theories for the marketing major.

AMB140 Marketplace Simulation follows the introductory marketing unit in the marketing major and minor and provides a focus on the implementation and evaluation of the marketing plan at a small business level. Emphasis is placed on the responsibilities within a marketing team for planning, developing, organising, implementing, controlling, and evaluating marketing activities.

• Deliver weekly tutorial content to 150 students across AMB200 Understanding how consumers think, feel and (mis)behave and AMB140 Marketplace Simulation.
  

• Advance students’ learning and support their development as agile marketers.
  

• Mark assignments and provide feedback.
  

• Inspire and challenge students to uncover unique consumer insights to develop creative marketing recommendations.
  

• Apply consumer behaviour content delivered in lectures using practical examples in classroom settings.

This diverse role contributes to developing digital and print campaign messaging and material for numerous international audiences, ensuring a regionalised approach.

I am also responsible for developing and delivering an organic and paid digital strategy for current and prospective international audiences, and working with internal teams to continuously improve our tactics.

My work extends to collateral production, editing, copywriting, EDM creation, videography and persona mapping.

• Developed three insight-driven, comprehensive international student personas to guide content development and to inform Griffith International’s transition to Make it Matter messaging.

• Led the ideation and implementation of a paid in-house digital advertising strategy to streamline processes, optimise click through rate, increase lead acquisition and improve conversion rates. The execution of this strategy was a collaborative cross-team project that required buy-in from all parties.

• Created and implemented an organic social media strategy, which has achieved 117.6% growth in engagement on LinkedIn, +53.5% growth on Facebook and +39% growth on Instagram (Q1 2022 v Q1 2023).

• Crafted campaign nurture EDMs to take prospective students on a journey to apply Maintain Griffith International’s website pages.
  

• Collaborated with internal stakeholders to refresh print and digital collateral for international audiences.

• Built relationships with stakeholders to raise the profile of Griffith International internally and externally through staff, alumni and student profiling, social media collaborations, initiatives with Careers and Employment and more.

• Refreshed ‘Representative News’ EDMs to provide more engagement content to agents.

• Undertake secondary and primary market research to support marketing activities.

• Identify and source international students, staff and alumni for a range of paid and organic content.

• Ensure compliance, governance and quality requirements.

In this stakeholder and project management role, I provided strategic and operational marketing and communications advice to Griffith Business School (GBS) staff, including negotiating and influencing the priorities and approach.

I was also responsible for applying my marketing and communications expertise and judgment to safeguard Griffith University’s brand.

To achieve this, I collaborated with various GBS staff and the central Content and Creative Services team to develop and implement marketing, communications and student recruitment initiatives, plans, events, content and campaigns.

• Consult, negotiate and influence others, managing competing tasks, priorities and customer expectations effectively.

• Bring together the right expertise, working collaboratively to prioritise and deliver marketing and communications services to customers.

• Project lead for the Master of Business Administration (MBA) lead nurture email campaign, including approving newsletter content, publishing and copywriting.

• Project lead for marketing and communications of the MBA Mini Masterclass virtual event, which involved nagivating complex organisational structures to deliver marketing and communications collateral in a short timeframe.
  

• Build relationships with internal and external stakeholders to meet the business and operational marketing and communication needs.

• Built relationships with stakeholders to raise the profile of Griffith International internally and externally through staff, alumni and student profiling, social media collaborations, initiatives with Careers and Employment and more.

• Coordinate event collateral and provide on-ground assistance for Open Day and tertiary expos.
  

• Undertake digital advertising copywriting.

• Develop Griffith University’s marketing and communications business partnering capability through guidance, coaching and mentoring.

• Ensure compliance, governance and quality requirements.

I joined the BGS Advancement and Community Relations team in 2019 as a Marketing and Communications Assistant to edit and construct the weekly newsletter. I was quickly promoted to Marketing and Communications Coordinator to reflect my increased responsibilities in the marketing portfolio. As the only team member with a marketing background, I led all marketing efforts with support from various team members.

My role also has significant communications responsibilities, and I had the opportunity to work closely with the Director of Marketing and Communication (former journalist and current Director of Strategic Communications at the University of Southern Queensland) to learn how to respond to media enquiries and manage crisis PR communications.

As the Marketing and Communications Coordinator at Brisbane Grammar School (BGS), I worked in a high-performing integrated marketing, communications, events and fundraising team of eleven staff.

I delivered diverse outcomes for various stakeholders, requiring me to build rapport with colleagues, community members, and external media providers. Respect is the foundation of these relationships.

• Plan, budget and devise digital marketing campaigns to promote various events, including Open Day, Virtual Open Day, Virtual Boarding Night and BGS on Tour. This includes defining targets, writing copy variations for different segments and creating graphics and videos.

• Design, write and edit ads and advertorials for publications such as The Australian, Queensland Country Life and Australian Country.

• Source, curate, design, schedule, and publish social media content following the content pillars I devised in the BGS Marketing Strategy. This involves cross-department and external stakeholder collaboration to source content and arrange photography.   
  
  

• Project managed virtual events, including the inaugural Live Q&As for Virtual Open Day and Virtual Boarding Night. Provided media briefs for key speakers ahead of events.
  
  

• Monitor social media interactions across BGS platforms via Loomly — a publishing and analytics tool.
  

• Monitor media alerts using media monitoring tools, including Meltwater and Google Alerts.
  

• Edit the school’s online weekly newsletter in line with the BGS Style Guide to ensure a consistent tone of voice and grammar across all articles. This includes building the newsletter in the BGS website backend.

• Develop social media and campaign analytics reports to assess effectiveness, identify opportunities and guide future actions.

• Create landing pages on the BGS website for digital advertising to enhance the customer journey. This includes the dedicated Virtual Open Day hub, STEAM Precinct promotional pages and BGS Boarding redevelopment promotional pages.

• Seek opportunities to photograph events and activities around the campus to accompany social media posts, and manage the School’s photo collection management system.

• Create communication plans, recommend marketing tactics and develop promotional collateral for BGS Events team.

• Independently developed Brisbane Grammar School’s Marketing Strategy (including a Digital Marketing Strategy), which was externally validated by Clemenger Group – Australasia’s largest, most successful marketing communications company – and was approved by the BGS Board of Trustees and Senior Leadership Team.

  
  

• Tripled boarding enrolment enquiries in 2021, which is attributed to the Marketing Strategy implementation.
  
  

• Increased prospective boarding family registrations to Boarding Tour events through a digital marketing strategy.
  
  

• Devised and implemented BGS’s 2021 Open Day social media campaign, which saw a record attendance of more than 4,000 individuals (normally 2,500).


My freelance work has expanded over the years through word of mouth recommendations. I take on work when it is feasible, and I love the opportunity to expand my skills in different business settings.

Freelance tasks have included:

• Website development and design

• SEO

• Organic social media templates

• Paid social media campaigns

• Photography

• Marketing collateral design (brochures, flyers, business cards etc)

• Logo design

• Wedding stationery design

• Editing

• Copywriting

I find joy in all of my freelance work, but two stand-out achievements include:

• Achieving 32X return on investment within a week for The Print Shack (a small start-up screenprinting company) through strategising, designing and building a paid social media campaign.

• Creating a new eCommerce website for Flower du Jour to enhance the user experience and provide a friendly user interface for staff to update content and track orders.

• Internship with an award-winning, google premier partner digital marketing agency

• Completed 50 hours in the ‘Digital Experience’ team and 50 hours in the ‘Digital Performance’ team

• Designed an industry professional survey and constructed visual graphics from results to drive blog content.

• Constructed granulated Google Ad campaigns for clients, including Responsive Search Ads.

• Undertook content population tasks and website page formatting/design for the launch of the agency's new branding. This also involved identifying and rectifying bugs through the WordPress platform. View the website here.

• Developed multiple work in progress and performance reports for pay-per-click (PPC) clients.

• Conversion rate optimisation analysis to improve online consumers’ path to path to purchase and overall digital experience. This resulted in the agency securing a large client, which the Head of Optimisation attributed to my work.

• Received excellent feedback from top management

• Attend all lectures and tutorials in person and provide comprehensive notes for students with a disability via the Equity Services at QUT.

• Exceed KPIs pertaining to quality and quantity of work.

• Selected as a high-performing member to work on special cases when there was a backlog of work.

• Liaising with high ranking staff, clients and other Government Departments.

• Working effectively among multiple large, diverse teams.

• Implementation of strategy framework, policies and procedures.

• Assessing risk and policy-based decisions.

• Customer service orientation for applicants.

• Data entry and analysis.

• Sensitive and confidential record management.

• Designed and created a rebranded website.

• Created and introduced efficient systems and processes to improve the handling practices and maintenance of STC documentation.

• Identified inefficient processes and implemented process improvements with tangible results.

• Created marketing collateral including flyers, information packs and job proposals.

• Designed and created corporate lead generation website.

• Developed operational manuals and job descriptions.

• Facilitated and maintained relationships with external traders for negotiation and sale of Small Technology Certificates (STCs).

• Achieved unit's highest grade with an overall grade of 94%. View reports here.

• Identify the challenges and opportunities presented in an international expansion setting to develop a case analysis and marketing strategies for success.

• Devise a case study to identify and address ethical barriers of clothing manufacturing in Indonesia.

• Identify consumer behaviour trends in Japan to leverage ethical competitive advantages of an Australian clothing brand.

• Recommend marketing strategies that incorporate new technologies (Virtual Reality & Augmented Reality) to target international Chinese visitors for Fraser Island Tours company.

• Achieved top grade of 93%. View my portfolio of work here.

• Awarded ‘Purple Cow’ award for ‘Overall Customer Experience’, covering social media presence, online ordering tools, packaging, in-store design and customer service.

• Successfully lead a team to devise, implement and evaluate a marketing plan at a small business level within a stimulated marketplace.

• Exceeded marketing goals of profitability, market share and social media presence.

• Motivated team members to work in a cohesive team towards a common goal.

• Final individual Case Analysis is now being used as an example for future students and I have returned the past two semesters as a guest judge for student'’ marketing pitches.

• Achieved high distinction grade of 94% overall. View reports here. My strategic marketing plan received a mark of 96% and can be viewed via the above link.

• Prepared a professional Strategic Marketing Report, which covered the current market environment, strategic objectives and a plan for a strategic path for the real-world client of Lightweave (virtual and augmented reality developers).

• The plan addressed Lightweave’s goal of international expansion in the U.S. market. 

• Achieved unit’s top grade of 95%.

• Designed marketing research projects to gain a better understanding of markets and audiences, taking into consideration the capabilities and limitations of various research techniques.

• Critically evaluated marketing research information presented by third-party researchers, and undertook analysis of qualitative and quantitative data to draw inferences and recommendations.

• Achieved top grade of 93%

• Gained fundamental data analysis and statistical method skills.

• Used Excel as a primary tool for data analysis and decision making.

• Presented data in a professional format to draw inferences and recommendations.

• Applied technical and technological skills appropriate and effective for real-world business purposes and contexts.

• Investigated real-world business issues and situations through the effective analysis, evaluation and synthesis of data.

• Critically evaluated marketing research information presented by third-party researchers and undertook qualitative and quantitative data analysis to draw inferences and recommendations.

• Content Marketing Concepts and Strategy

• Content Alignment with the Buyer’s Journey

• Community Management

• Content Marketing Strategy

• Using Content Research to Find Opportunities

Social Listening

Competitor Content Analysis

Content Audit

Developing a Content Marketing Plan

Content Marketing Goals

Content/Business Goal Alignment

Customer Personas

Content Calendar

Creating and Curating Content

Content Creation Best Practice

Publishing and Distributing Content

Content Promotion Strategies

Metrics and Performance

The Buyer’s Journey Stages

Setting up a Social Media Experience for a Business

Best Social Media Account Practices

Growing and Engaging an Audience

Community Techniques and Best Practices

Video Content Best Practices

Creating and Optimizing Social Media Campaigns

Campaign Set-up

Facebook and Instagram Business Manager

Developing Data-Driven Audience and Campaign

SEO Fundamentals

Paid and Organic Search

SERP (Search Engine Results Pages) Components

Aligning SEO and Business Objectives

SEO Objective Types

Create and Implement SEO Objectives

Keywords and SEO Content Plan

Short and Long Tail Keywords

Conduct Keyword Research

Convert Keywords into SEO Content

Optimize Organic Search Ranking

Technical Components for Visibility

On-page Optimization

Off-page Optimization

SEO Audit

Measuring SEO Performance

Fundamentals of Paid Search

Paid Search Campaign Creation with Google Ads

Google Ads Best Practice

Paid Search and SEO Keyword Research

Google Ads and Paid Search Campaigns

Search Campaign Management

Advertising Budget Management

Google Ads Bidding

Optimize Paid Search Campaigns

Paid Search Campaign Measurement

Paid Search KPIs

Conversion Tracking

Success Metrics

Google Analytics Measurement

Google Analytics and Search Console Reporting

The Art of Persuasion

Fundamentals of Display and Video Advertising

Advertising Buying Mechanisms

Strategy Objectives

Creating and Managing a YouTube Channel

Video Best Practices

Content Management Best Practices

YouTube Analytics and Reporting

Google Display Network and Video Ad Formats

Google Display Network Campaign Types

Creating Display and Video Campaigns

Google Ads Display Ad Campaign

Responsive and Non-responsive Ads

YouTube Ads

Targeting Display and Video Campaigns

Advanced Google Ads Features

Measurement and Optimization

Email Marketing Fundamentals

Legislation and Regulations e.g. Permissions and Data Protection

Tools and Strategy

Key Strategy Principles

Contact Databases

Marketing Automation

Email Design

Email Writing and Design

The Buyer’s Journey Alignment

Design Best Practices

Call-to-Actions (CTAs)

Image Best Practices

Creating an Effective Email Campaign

Campaign Management Best Practices

Testing and Optimizing an Email Campaign

Key Campaign Measurement Metrics

Optimize Open and Click Through Rates

Mobile Optimization

Web Design and Website Optimization

Website SEO

Optimization and Digital Marketing Strategy

Design, Construction, Maintenance and Optimization in a Marketing Context

Design Principles and Website Copy

Mobile-First Design and SEO

Copy Best Practice

A/B Best Practice Testing

User-Centered Design and Website Optimization

UX and UI Design, Benefits and Principles

UX Assessment

User Experience Improvement and UserCentered Design Methods

Key Optimization Performance Factors

Website Metrics and Developing Insight

Website Monitoring

Web Analytics Fundamentals

Analytics Tools for Data Collection, Measurement and Analysis

Google Analytics Benefits and Limitations

Best Practice

Creating and Configuring a Google Analytics Account

Tracking Code Installment

Setting Goals with Google Analytics

Use Goal Funnels to Analyze Customer Conversion Journey

Monitoring Campaigns with Google Analytics Reports

Campaign Types

Audience, Acquisition, Google Ads, Behavior, Events and Conversion Reports

Analyzing and Recording Google Analytics Data

Track Traffic Changes in Real-Time

Core Digital Marketing Strategy Components

Resource Mapping

Budget Planning

ROI and Success Metrics

Setting Strategy Objectives and KPIs

Common Business Objectives and Campaign

Expectations

Identify and Distinguish KPIs

Past Performance and Industry Benchmarks for Forecasting

Digital Strategy Research

Developing a Creative Strategy

Key Creative Strategy Ingredients

Maximize and Repurpose Creative Output

Content Strategy Elements

Executing a Digital Marketing Strategy

Optimize Channel and Budget Mix

Media Planning for Paid Channels

Communicating a Digital Marketing Strategy