About me
I’m a content strategist, brand storyteller and editor – which means I can help figure out the kind of stories your business should be telling, create content that builds your audience, and wrangle a whole heap of other creatives to produce quality stuff, too.
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I’ve worked with international brands and local start-ups to build relationships with consumers that go beyond the next transaction. In this I’ve relied on top-notch print, digital and audio skills; project management chops to lead teams and get things done; and a fair whack of good humour and creativity, too.
The frankie phenomenon
In 2004, I wrote a handful of freelance articles for the launch issue of a new indie magazine called frankie. Three-and-a-bit years later, I took over as editor, then later as editor-in-chief of frankie press, overseeing frankie magazine, Smith Journal, Slow and SPACES in print, digital and social media – plus one-shot publications, award campaigns, events and merch. During my time at the helm, I took frankie from niche title to a multi-platform brand that grew to overtake Vogue and Marie Claire as Australia’s most-read women’s fashion magazine. I spearheaded frankie’s one-woman branded content division, working with blue-chip clients and start-ups to connect with audiences through strategic (and fun!) storytelling. I’m proud to have nurtured a diverse team of contributors and built a creative, progressive community of readers and fans.
Growing an audience
Grew frankie to reach an audience of 407,000
(Roy Morgan 2017), outselling international mastheads like Marie Claire and Vogue Australia.
Shared authentic content with 650K+ loyal social media followers. IRL events and collabs with Melbourne Fashion Festival and Finders Keepers Markets.
Building a community
Storytelling
for clients
Launched a one-woman branded content division, creating multi-channel content campaigns for clients such as Spotlight, Doc Martens and MYOB.
Brand extensions
Drove engagement and built value for clients with the frankie Good Stuff awards. Helped launch new publications and podcasts, edited branded books, oversaw merch design.
Media & speaking engagements
Including Triple J, Curvy Design Conference, Melbourne Writers Festival, Big Hearted Business. Guest lectures at RMIT, Melbourne University and Monash.
Awards
Australian Magazine of the Year 2012 & 2013 + Women’s Fashion Award 2012, 2013 & 2014 at Australian Magazine Awards. Featured in Queens of Print: interviews with Australia’s Iconic Women’s Magazine Editors, 2019.
Other work
I’ve also worked as a features editor at the Press Association in London and an editorial lead at CHE Proximity in Melbourne. Check out my CV here.