Alice Ellis

Senior content leader with extensive experience building and executing content strategies across social, video, web, email, print and partnerships, combining strong creative judgement with audience insights and business objectives. Current national Editor in Chief & Head of Content for Time Out, leading multi-channel editorial strategy, content production, performance, audience growth and budgets across Time Out Sydney, Melbourne and national channels, reaching more than 21.5 million people monthly. Hands-on content creator who ideates, writes, designs, films and edits content (including reviews), as well as briefing internal and external teams to create content.

Vast experience leading internal & external communications, managing media and PR, presenting in senior forums, working with commercial teams and partners, and influencing stakeholders (incl. during role as GM - Marketing & Communications, NRL Touch Football). Marketing professional with experience growing brands, engagement and conversion. Track record of using insights to regularly adapt content strategy to grow audiences in a fast-paced, rapidly evolving environment.

Head of Content & Editor in Chief, Time Out (national) - Time Out

(2025-08)

Leads Time Out's multimedia content strategy and production across socials, video, website and email. Leads teams and freelancers, and manages editing, reporting, insights, budgets and design. Hands-on content creator, including restaurant and bar reviews for annual Time Out Food & Drink Awards. Works closely with commercial team and partners to meet business objectives.

• Grown Time Out's Australian websites to reach more than 3x readers vs. competitive set (2.3M monthly uniques vs 700k each for closest competitors) (Ipsos data)
• Grown monthly Instagram reach to 3.7M and Facebook to 17.3M
• Grown email database to 260k, and increased av. newsletter open rate from 45% to 55%
• Launched new Time Out Australia travel channels, increasing audience reach & revenue
• Launched new products: Arts & Culture Awards; Time Out Recommends; Time Out Social Club
• Represented Time Out at a range of conferences, incl. Brand Camp, NEON Forum and Unlock
• Launched Time Out Table, bringing together senior agency and brand leaders for curated insights sharing, helping Time Out secure major partnerships (incl. with Netflix & BOSS Coffee)
• Led the media and PR strategy around Melbourne being named Time Out's Best City in the World for 2026, generating more than 300 million national media impressions
• Produced trend reports, incl. 'Sip Happens' report on Gen Z's going-out habits

Editor in Chief, Time Out (national) - Time Out

(2024-09 - 2025-08)

Editor, Time Out Sydney - Time Out

(2022-11 - 2024-09)

Head of Communications - One Playground

(2021-05 - 2022-11)

Led content production and communications across socials, web, email and internal channels during a period of rapid growth. Set content and digital marketing strategies for customer acquisition, retention and brand positioning. Led a company rebrand and website redevelopment. Managed media and PR.

• Led PR and digital marketing and social amplification campaigns to drive large membership growth (e.g. increased One Playground Marrickville membership by 50% in just 6 months)
• Helped lead the rebrand of Fitness Playground to One Playground
• Project-managed development of a new website and a library of on-brand photos and video
• Built the public profile of the company and its leaders, contributing to industry recognition, incl. the founders being named Australian Young Entrepreneurs of the Year 2021 and the company being awarded Boutique Gym of the Year 2022 at global FIT Summit

GM - Marketing & Communications, NRL Touch Football - NRL Touch Football - Touch Football Australia - Moore Park

(2019-07 - 2021-04)

Led marketing, communications, content and brand strategy to drive participation. Oversaw digital channels, campaigns, internal and external communications and PR. Key stakeholder liaison between state associations, clubs, our partner the NRL, international association and commercial partners.

• Led marketing strategies that increased participation to 700,000 annually, making touch football Australia's third-largest team sport
• Led campaigns that delivered the highest single-year junior participation growth (9.8%) in the sport's 50-year history and the first growth in senior participation in 10 years
• Led content, design and delivery of a new website, increasing sessions by 537% year on year
• More than doubled social followings, with our Instagram and Facebook accounts identified as the fastest-growing among Australian sports in 2018-19
• Created an on-brand content library and assets that clubs could adapt for local markets
• Coordinated 8 state/territory bodies and hundreds of clubs without direct reporting authority
• Launched the NRL Touch Premiership televised competition featuring elite touch football teams representing NRL clubs at major stadiums around Australia
• Project-managed development of a new competition management system (MySideline), in collaboration with the NRL and a complex network of national, state and club stakeholders
• Led the launch and communication of major participation initiatives for distinct communities, including the National Indigenous Knockout and the All Abilities program (which provided opportunities for people with a disability to play touch football)

Marketing & Communications Manager, NRL Touch Football - NRL Touch Football - Touch Football Australia - Moore Park

(2017-12 - 2019-07)

Deputy Editor, Women's Health magazine - Women's Health magazine, Pacific Magazines

(2016-12 - 2017-12)

Editorial second-in-command for the magazine, digital and social channels in Australia. Led content planning, commissioning, production and team across print, digital, social and audio. Developed major franchises that strengthened audience engagement, brand authority and revenue.

• Led editorial strategy and content production across print, digital and social for a brand reaching 230,000 monthly magazine readers and 500,000 social followers
• Led the brand's Women in Sport campaign and annual Women in Sport Awards – the first Australian female sports awards program to be broadcast on free‑to‑air television
• Led editorial coverage and partnerships supporting the launch and growth of women's professional sporting leagues and events, incl. the AFLW
• Presented on the Women's Health podcast, which was selected as Qantas inflight entertainment

Features Editor, Women's Health magazine - Women's Health magazine, Pacific Magazines

(2015-07 - 2016-12)

Marketing & Communications Officer - Settlement Services International (SSI)

(2014 - 2015)

Developed marketing and communications strategies for NGO SSI's humanitarian services and disability support programs. Managed PR, media and government relations, digital and social channels. Managed internal communications. Created client resources in a range of different languages.

• Branded and launched the now annual event New Beginnings Refugee Arts & Culture Festival (with 1,000 attendees and 48 artists in the first year)
• Built client community engagement around new cross-sector partnerships, incl. the Bush Regeneration Project in partnership with NSW National Parks and Wildlife Services, and learn-to-surf programs with Let's Go Surfing (I also generated media coverage for both)
• Coordinated the SSI Refugee Women at Risk forum, attended by more than 120 specialists
• Collaborated with the Association of Children's Welfare Agencies to create and launch the 'Caring for Children' booklet to help families with the challenges of parenting in a new country

Features Writer, Women's Health magazine - Women's Health magazine, Pacific Magazines

(2010-02 - 2014-07)

Sub-Editor, Women's Health magazine - Women's Health magazine, Pacific Magazines

(2007-08 - 2010-02)

Bachelor of Communications - Journalism - University of Technology Sydney (2008)

AI training - Claude Cowork (2026)

AI Search training (AEO) - Rocket (2026)

SEO Certificate - Mangools (2022)

Certified Digital Storytelling - Section4 (2022)