Emma McDonald MSc

Marketing and communications professional with 15+ years' experience leading integrated campaigns, strategic communications, and stakeholder engagement across the community services, government, education, corporate, and small business sectors in Australia and the UK. Currently delivering strategic marketing and communications for South East Community Links (SECL), a leading Melbourne community services organisation, managing multichannel content, government-aligned communications, and high-impact campaigns across culturally diverse community and sector audiences. Experienced in leading end-to-end project-based communications — from strategy through to execution — across digital, social, print, experiential, and email channels, with a strong track record of managing external stakeholders, government partners, design agencies, and web developers to deliver cohesive, high-quality outcomes.

I bring a rare combination of strategic leadership and hands-on delivery, complemented by several years lecturing in digital marketing and AI strategy at TAFE and university level. This breadth across sectors and disciplines gives me a sophisticated understanding of diverse audiences, content trends, and the communications challenges facing purpose-driven and commercially focused organisations alike. This also makes me a good communicator and mentor across team environments.

A collaborative and outcomes-focused communicator, I am confident leading cross-functional projects, navigating complex stakeholder environments, and translating organisational objectives into compelling communications that drive engagement, visibility, and impact.

Marketing & Communications Manager at South East Community Links (SECL) (2025-04 – Present)

Delivering strategic marketing and communications support for a leading Melbourne community services organisation operating across Melbourne's south-east. Working across a diverse portfolio of funded programs, the role spans content strategy, multichannel digital communications, stakeholder engagement, and design — with a strong focus on reaching and resonating with culturally diverse community and sector audiences. Translating complex community impact into compelling, accessible content across print and digital channels, with close attention to cultural sensitivity, audience appropriateness, and alignment with government funding and communications requirements.

Liaising with stakeholders across government departments to ensure accurate attribution, appropriate tagging, and compliance with partner guidelines.

• Designing a suite of case study brochures and program flyers across multiple SECL service areas, showcasing funded programs and communicating impact to community, sector, and government audiences
• Developing and executing a targeted social media content strategy across Facebook, LinkedIn, and the SECL website, creating culturally sensitive, audience-appropriate content to amplify community engagement and program visibility
• Leading content delivery for key campaigns including Refugee Week 2026, program promotions, community events, and government funding announcements
• Attending community events on-site to capture real-time content for social media channels
• Contributing to planning and execution of the national Bring Your Bills campaign, coordinating with service providers to promote financial hardship support services
• Managing website content including blog writing, program updates, and new page creation
• Designing email campaign templates to support community outreach and stakeholder engagement

Marketing Consultant at McComms (2023-07 – 2025-03)

Lead brand, marketing communications and growth strategy for hospitality and retail clients, delivering integrated campaigns and customer-focused initiatives across digital and in-person channels.

• Lead end-to-end delivery of integrated campaigns across social, digital, in-store and partnerships
• Develop and localise brand messaging aligned to target audiences and market context
• Manage agency and creative partners from briefing through to delivery and performance review
• Deliver measurable growth outcomes, including 30–40% increases in engagement, bookings and enquiries
• Build full digital ecosystems (web, content, social, email) to support acquisition and retention

Marketing Consultant - Key Project: Property Placements (Executive Search- Property and Finance) at McComms (2023-07 – 2025-03)

Led the design and delivery of a full rebrand for an established specialist executive search firm operating across the property and finance sectors, managing a design agency and web developer to deliver a cohesive and professional brand refresh.

• Oversaw rebrand across website, collateral suite, and client-facing documentation, coordinating design agency and web developer to ensure consistent execution
• Managed ongoing website updates to maintain a current and professional digital presence
• Conceptualised and organised a series of networking events for the property and development sector, bringing together approximately 20 industry professionals per event to strengthen client relationships and support business development

Marketing Consultant - Key Project: The Coffee Chief (Hospitality Brand) at McComms (2023-07 – 2025-03)

• Led full brand rebrand and repositioning, including tone of voice, visual identity and customer experience
• Delivered local area marketing campaigns, partnerships and promotions to increase foot traffic and engagement
• Introduced a loyalty program, improving customer retention and visit frequency
• Supported expansion into a second location, aligning marketing, brand and CX strategy
• Executed localised social and direct campaigns, driving awareness and conversion
• Assisted in product development and offer strategy aligned to customer trends

Events & Communications Manager at St Andrew's Society Melbourne (2021-03 – Present)

Lead communications, digital engagement and events strategy for a Scottish member-based organisation.

• Deliver integrated campaigns across social, website, email and events
• Manage brand communications and content across channels
• Coordinate partnerships with government and business stakeholders
• Plan and promote member exclusive annual events, driving attendance and engagement
• Launched podcast (Bold Moves)
• Developed membership initiatives to expand audience reach and retention
• Manage all sponsorship activities and contracts

Educator & Course Leader – Digital Marketing at Swinburne University of Technology | University of Melbourne (2020-12 – 2025-09)

Deliver industry-led education across digital marketing, social media and customer engagement.

• Teach social media strategy, digital marketing and customer behaviour with real-world application
• Provide deep insight into Gen Z motivations, content consumption and digital trends
• Led Diploma of Social Media Marketing, overseeing curriculum and delivery
• Founded Next Gen Creative Studio, delivering live campaigns for industry clients
• Built several industry partnerships supporting applied learning

Marketing & Communications Manager at ADAPT Executive Advisory (2020-01 – 2021-03)

Led integrated marketing and communications initiatives to support business development, client engagement and brand visibility for a technology advisory firm.

• Developed and executed integrated marketing strategies aligned with organisational growth objectives
• Managed digital campaigns, content marketing and social media activity to strengthen brand awareness and lead generation
• Analysed campaign performance and audience data to refine messaging and optimise digital marketing strategy
• Partnered with leadership and consulting teams to translate business strategy into targeted marketing initiatives

Marketing Manager at Family Planning Victoria (2018-02 – 2019-12)

• Developed and implemented digital and partnership marketing strategies in collaboration with government and community stakeholders
• Enhanced program engagement and reach through data-led digital campaigns, content marketing, and social media initiatives
• Monitored and reported on digital performance metrics, using insights to optimise campaigns and improve stakeholder communication
• Supported advocacy and education programs by aligning marketing initiatives with organisational objectives and community needs

Marketing and Events Manager at Country Fire Authority (CFA) (2011-01 – 2014-12)

Led the planning and delivery of large-scale community and corporate engagement initiatives aligned with statewide public safety and organisational objectives.

• Directed end-to-end delivery of major community and corporate events across Victoria, managing logistics, budgets, risk considerations and cross-functional teams
• Collaborated with emergency services agencies, local councils and community organisations to strengthen stakeholder partnerships and regional engagement
• Developed and executed seasonal fire safety awareness campaigns across regional Victoria, ensuring consistent messaging and broad community reach
• Managed creative development and collateral production to maintain brand consistency and public trust
• Contributed to the development, user testing and rollout of the CFA Fire Safety App in partnership with VicEmergency and Victorian Government stakeholders

BBC Events & Campaign Producer at British Broadcasting Corporation (2007-01 – 2011-12)

• Produced and delivered live events and recorded events across television, radio, and digital platforms in support of seasonal and annual productions
• Developed creative content for campaigns and social media, supporting audience engagement and brand objectives
• Managed end-to-end event production, technical coordination, and cross-platform content delivery

MSc in Digital Marketing – University of the West of Scotland

BA in Media & Communication – Glasgow Caledonian University

Diploma in Digital Marketing – Digital Marketing Institute (UK)

Certificate IV in Training & Assessment (TAE40116) – RMIT