VISIT VICTORIA & MELBOURNE

I successfully managed and curated one of Australia's most prominent digital and social travel media channels, overseeing the content production, social and digital presence of Visit Victoria, a premier travel brand (known as Visit Melbourne online).

Despite having a small team, I adeptly managed our large paid advertising program, organic content calendar, and content creator program. Additionally, I fostered impactful social and digital content partnerships with key major events partners, playing a vital role in reaffirming Victoria's position as the events capital of Australia post-Covid.

Our efforts were well-received, captivating a staggering audience of over 3 million enthusiastic fans who eagerly indulged in videos, pivotal moments, and compelling stories showcasing Victoria and Melbourne’s most extraordinary places, events, and experiences.

Collaborating closely with our marketing and major events teams, I ensured the delivery of engaging and viral content that inspired people to create their own cherished Melbourne Moments.

HIGHLIGHTS

• The Implementation of a digital content strategy that engaged millions of fans from around the globe

• Leading a substantial content and digital channel audit for Visit Victoria's digital platforms

• Successfully developing a comprehensive content framework and production calendar tailored explicitly to major events.

• Managing a significant content creator program and production calendar

• Formulating a results-oriented content strategy and creative framework for Visit Victoria's paid campaigns, leading to remarkable increases in ROI and engagement across all advertising platforms.

• Management of multiple social and digital media channels, boasting a combined following of over 3 million followers,

• Successful establishment of content partnership frameworks

• Crucial role in bolstering Melbourne's domestic and international visitation

• Seamlessly onboarding a new publishing and analytics program (Emplifi), enhancing data-driven decision-making and showcasing ROI.

• Creating and producing over 300 pieces of social-first content for various campaigns, events, and organic distribution.

• Successfully curating multi-channel content for both digital and broadcast distribution, resulting in the best-ever engagement results.

• Working to deliver content partnerships between Visit Victoria and major global events partners including the Australian Open, Rip Curl Pro, Manchester United, FIFA Women’s World Cup, F1 Grand Prix.