Head of Audience Engagement | Brand, Marketing & Partnerships at Nova Entertainment (2022-01 – 2026-04)
Led a multi-market team delivering brand partnerships, branded content, promotions and integrated marketing activity across Nova’s national shows and the Sydney and Melbourne markets. Responsible for audience-led campaign ideation, partnership strategy, sponsor integration, major event activations, end-to-end delivery, stakeholder management, performance reporting and team leadership.
- Led the development and execution of high-value partnerships, promotions and integrated marketing campaigns across audio, digital, social, video and live experiences.
- Drove audience growth by building campaigns and partnerships that brought new listeners, fans and communities closer to Nova’s shows, talent, events and partner brands, contributing to record audience results across both the Sydney and Melbourne markets during my time leading the teams.
- Managed senior relationships with brands, agencies, rights holders, sporting codes, event partners, talent and internal stakeholders, aligning audience needs, brand integrity and commercial outcomes.
- Led a 12-person Audience Engagement team responsible for end-to-end campaign delivery across partnerships, promotions and integrated marketing activity, spanning strategy, creative development, stakeholder alignment, execution, reporting, optimisation and post-campaign recommendations.
- Used audience insights, content opportunities and campaign performance to identify what worked, what needed to shift and where future audience, partner or commercial growth could come from.
- Built and delivered commercial and contra partnerships with major sport, entertainment, travel and cultural partners, establishing new partnerships with the AFL, AFLW, Australian Grand Prix, Visit California, Qantas and Vivid Sydney. These partnerships created new marketing value, audience growth and revenue opportunities, generating more than $400k in new revenue over the last 12 months and unlocking over $1M in marketing value.
- Created and delivered brand-led campaigns around major cultural and sporting moments, including proactive campaigns for the AFL, Formula 1, Vivid Sydney and large-scale talent-led promotions, including a Visit California and Qantas campaign that took Nova’s Melbourne breakfast show to California for the NFL Super Bowl.
Sydney Market Lead (in addition to main role) at Nova Entertainment (2022-12 – 2023-05)
Additional market leadership responsibility aligning Sydney teams around priorities, performance and culture.
- Led cross-functional market leadership group, aligning on shared strategic goals and championing culture, collaboration and performance in a fast-moving, high-output environment. Achieved 3% YoY growth of market engagement score.
Digital Marketing Consultant (Part-Time) at Embrace Digital | Self-Employed (2020-12 – Present)
Provide digital marketing consulting to small and medium-sized ecommerce businesses, helping improve customer acquisition, conversion and retention across paid social, Shopify and Klaviyo.
- Lead paid social strategy and execution for ecommerce brands, managing Meta campaigns from audience planning and account structure through to creative testing, optimisation and reporting.
- Manage monthly advertising budgets of up to $20,000, using ROAS, CPA, conversion rate and customer journey data to guide budget allocation and improve performance.
- Develop testing strategies across video, static, carousel, catalogue and dynamic product advertising, using performance insights to brief new creative and identify scalable concepts.
- Manage Shopify and Meta integrations, product catalogues, tracking, campaign landing pages and onsite merchandising to improve the path from ad click to purchase.
- Build and optimise email campaigns and automated customer journeys, including welcome, abandoned-cart, post-purchase, review and customer re-engagement flows.
- Analyse performance across Meta Ads Manager, Shopify and Klaviyo, identifying conversion friction and recommending improvements across paid media, creative, landing pages and lifecycle marketing.
Tour Marketing Manager – Australia & New Zealand at Live Nation Australasia (2020-03 – 2021-12)
Delivered national tour marketing campaigns across Australia and New Zealand, managing campaign strategy, media partnerships, budgets and stakeholder alignment for major touring artists and live entertainment brands.
- Developed integrated marketing strategies for premium tours across Australia and New Zealand, achieving sold-out tours including Harry Styles, My Chemical Romance and Billie Eilish.
- Worked closely with artists, managers, agents and production stakeholders to align creative vision with commercial objectives.
- Built media partnerships that amplified content reach and fan engagement.
- Used audience data and insights to inform marketing strategy, partner selection and platform mix.
- Managed budgets, forecasting and performance reporting across multi-market campaigns.
Brand Activations Manager at Australian Radio Network - Melbourne (2019-09 – 2020-02)
Led the Brand Activations team across brand campaigns, commercial partnerships and integrated radio, digital, social and live activations, taking activity from brand or agency brief through to creative development, stakeholder alignment and delivery.
- Led the creation and delivery of brand campaigns and custom brand integrations across radio, digital, social and live experiences.
- Responded to agency and brand briefs with creative, insight-led marketing solutions designed to deliver audience, brand and commercial outcomes.
- Collaborated with content, marketing and commercial teams to ensure campaigns and integrations enhanced the audience experience while maintaining brand alignment.
- Managed partner and stakeholder relationships from pitch through delivery, ensuring strong creative, commercial and executional outcomes.
Senior Cross Media Production Manager, Sponsorships and Promotions at Bauer Media – London (2017-08 – 2019-06)
Delivered high-profile sponsorship and promotional campaigns for major entertainment properties including the Empire Awards and The BRIT Awards, managing cross-platform execution across radio, digital, print and live event channels.
- Led the delivery of sponsorship, promotions and brand partnership campaigns across radio, digital, print and live events for the UK and parts of Europe.
- Worked closely with content teams and creators to integrate brands authentically within Bauer’s entertainment brands and audience experiences.
- Managed senior stakeholder relationships across brands, agencies, media partners and internal teams, ensuring creative, commercial and delivery expectations were aligned.
- Ensured legal, brand and editorial compliance across all partnerships, protecting both client outcomes and Bauer’s brand integrity.
Nova 100 Integrated Promotions and Marketing Manager at Nova Entertainment – Melbourne (2016-08 – 2017-06)
Led integrated promotions, marketing and partnership activity for Nova 100, driving audience engagement and brand presence across Melbourne through station campaigns, sponsor activity, live events and talent-led promotions.
- Led integrated marketing, promotions and partnership strategy for Nova 100, one of Melbourne’s flagship entertainment brands.
- Managed major partnerships across TV networks, live events, cultural institutions and commercial partners, aligning brand objectives with audience engagement opportunities.
- Collaborated with content, marketing, commercial and talent teams to deliver high-profile, brand-aligned campaigns and promotions.
- Oversaw creative development, campaign execution and brand representation across the Melbourne market, ensuring activity was delivered to a high standard.
Nova 969 Integrated Project Manager at Nova Entertainment – Sydney (2014-02 – 2016-08)
Delivered integrated brand partnerships, promotions and commercial campaigns across Nova 969 and Nova’s national show network, working closely with content, commercial, legal, talent and production teams.
- Delivered integrated brand partnerships and promotional campaigns across Nova 969 and national radio shows, ensuring activity aligned with audience, brand and commercial objectives.
- Collaborated with content, commercial and legal teams to manage brand integrations, approvals and compliance across on-air, digital, social and live activity.
- Managed talent and producer relationships to ensure commercial partnerships were delivered authentically and maintained creative integrity.
- Oversaw budgets, timelines, deliverables and multi-stakeholder delivery across complex integrated campaigns and promotions.
