Social and digital marketing for sport and premium brands.
Thirteen years across agency and in-house teams. I founded Saints TV, an independent St Kilda media network with over 30 million annual views, and earlier built social strategy for Jeep, Alfa Romeo, Chrysler and Fiat Australia, then ran Renault Australia's social strategy, including on site at the 2019 Melbourne Formula 1 Grand Prix. Based in Melbourne.
- Followers across socials
- ~80k
- Annual views across YouTube, Facebook and Instagram
- 30M+
- Podcast episodes since 2020
- 190+
- Years in social and digital
- 13
About
Turning attention into growth.
I build high-performing digital campaigns for brands and scale sports media platforms from the ground up.
Across thirteen years I've delivered cross-channel strategy spanning social media, website builds, direct marketing and brand identity. My focus is turning audience attention into real growth through sharp content execution and dynamic multi-channel campaigns.
- Digital strategy
- Social media production
- Brand growth
- Content creation
- Audience building
- Video production
Case study
Saints TV
An independent St Kilda media network across YouTube, Facebook and Instagram, with over 30 million annual views. I started it in 2018 and run it end to end, from content and community through to commercial partnerships.
Guests include St Kilda president Andrew Bassat, Eric Bana (the club's official Number One Ticket Holder), Hunter Clark and club legend Brendon Goddard. I co-host the Saints TV Podcast, which is produced under BackChat Studios as part of the Footy Fan Network.
Content
Match reactions and commentary
Post-match reaction and analysis for supporters, built for YouTube and social.
Interviews and podcast
190+ episodes since 2020: long-form conversation with players and club figures, plus a weekly video series.
Comedy, skits and fan content
Lighter, shareable formats that carry the channel beyond its core audience.
Partners
Inglewood Coffee Roasters
Partner since 2020. Naming sponsor of the Saints TV Weekly video series.
Mosh
Three-year partner. Player interviews, a dedicated segment on the podcast and the weekly Mosh Man of the Match post on Instagram and Facebook.
Mornington Peninsula Brewery
Brand partner. Collaborated on branded content.
A column of mine has been published through CODE Sports and Herald Sun Sport. Saints TV is independent and is not an official club channel.
Automotive
Car brands, and a Grand Prix.
At Digital Dialogue I built the social strategy for four leading car brands in Australia, and moved from Social Media Specialist to Senior Account Manager in two years.
- Jeep Australia
- Alfa Romeo Australia
- Chrysler Australia
- Fiat Australia
- Renault Australia
At Digital Dialogue
Brand strategy
Social strategy for Jeep Australia, Alfa Romeo Australia, Chrysler Australia and Fiat Australia, set against each brand's tone and business objectives.
Content planning
Content calendars spanning PR, marketing, after-sales and product.
Community and support
Daily customer support and moderation across every channel, to best-practice guidelines.
Reporting
Monthly reporting and insights with actionable changes month on month, including SEM and Google Ads reporting.
Editorial and apps
Editorial content for the brands' app suite, published through a custom CMS.
Motorsport
Renault AustraliaV.I. Agency, 2019 to 2023
Ran the brand's social strategy. In 2019 I worked on site at the Melbourne Formula 1 Grand Prix, generating social content for the duration of the event.
Experience
Thirteen years, agency and in-house.
Currently Social Media Manager at Sharp Instincts, with a career that runs from community management at Sensis to running my own media network.
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Sharp InstinctsSocial Media Manager
Oct 2023 to present
Social media strategy, content and production, built around audience growth and cross-channel campaigns.
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Saints TVFounder and podcast co-host
Mar 2018 to present
Built an independent St Kilda media network to over 30 million annual views, with a podcast, a weekly video series and three commercial partners.
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V.I. AgencyDigital Producer, previously Account Manager
Apr 2018 to May 2023
Five years at the agency, moving from account management into digital production. Ran Renault Australia's social strategy, including on site at the 2019 Melbourne Formula 1 Grand Prix.
Earlier career
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My Social SolutionsFounder and Director
May 2014 to Sep 2021
Founded and directed an independent social media business, running client work alongside agency roles.
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AJF PartnershipSocial Campaign Director
Sep 2017 to Apr 2018
Led the agency's social offering: acted as the in-house social expert in strategy and pitches, managed teams and influencer relationships, and used analytics for audience building and reporting.
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Digital DialogueSenior Account Manager, previously Social Media Specialist
Sep 2015 to Sep 2017
Social and digital for leading car brands, from content strategy to reporting and a team of developers and designers. See the automotive work above.
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Sensis and Found DigitalSenior Social Campaign Manager
Apr 2014 to Sep 2015
Managed premium client social campaigns, mentored campaign managers, and set up and optimised paid social advertising.
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Newpath WEBSocial Media and Online Marketing Consultant
Jun 2013 to Jan 2014
Social media management, marketing, website content, SEO and PPC.
Full history is on LinkedIn.
Freelance
Where I can help.
Available for selected freelance projects.
Social strategy and content direction
Positioning, content pillars and a publishing rhythm that fits the brand and the audience it wants.
Paid social and Google Ads
Campaign setup, monitoring and optimisation, with reporting tied to the goal rather than reach alone.
Video and podcast-led content
Formats a brand can run on its own channels, drawn from producing a weekly video series and a podcast.
Partnerships and sponsorship
Pitch decks and partner packages that make an audience easy to understand and easy to back.
Contact
Let's talk.
For freelance projects, collaborations or a conversation about Saints TV.