Marketing & Community Strategist · 20+ years experience
A marketing strategist with a genuine love of community, technology and people.
Who I am
A marketing and community leader with over 20 years of experience spanning design, communications and digital — and a career built entirely on genuine passion for the work. That foundation in visual communication has shaped everything since: brand-building, content strategy, community, events and AI-powered tools.
Known for leading with heart, building with intention, and being the person others rely on when something needs to be done properly and with care. Currently building a portfolio career — bringing deep expertise, genuine curiosity and a strong technology instinct to every role taken on.
Career
Jun 2025 – Present
Co-Founder
Women With Vision Australia · Self-employed
What started as a 'what if' conversation with a business partner became something neither of us expected. Produced a flagship event for 300+ women in optics — logistics, brand, marketing and communications managed end-to-end. An initiative that grew into something much bigger than both of us.
Jan 2024 – Present
General Manager
Eyebenefit · Full-time
Stepped up from Marketing Manager to lead the full breadth of operations, team leadership and marketing strategy. Managing a team of five, overseeing supplier relationships and driving membership growth for 400+ practices nationally — with zero external advertising.
Jul 2021 – Jan 2024
Marketing Manager
Eyebenefit · Full-time
Led social media strategy, content calendars, email marketing, events and member communications. Moved from contractor to permanent, then promoted to GM — a journey that reflects what happened when you give someone a blank canvas and genuine trust.
2014 – Jul 2021 · 7 yrs
Marketing Contractor
Eyebenefit · Contract
Joined when no marketing function existed — no brand, no social, no campaigns. Built everything from scratch over seven years: brand identity, social presence, email marketing, member communications, events and collateral.
Nov 2014 – Oct 2021 · 7 yrs
Owner & Creative Director
Luna Ink · Self-employed
Founded and ran a boutique web design and brand studio serving small and women-led businesses — spanning website design and build, complete brand creation, and layout design for medical publications and printed books.
Feb 2008 – May 2013 · 5 yrs
Graphic Artist & Project Coordinator
Pageset
Managed catalogue and magazine production end-to-end. Designed marketing collateral, executed email campaigns, and collaborated with editors and publishers to meet tight deadlines.
Sector experience
Expertise
Marketing Strategy
Brand, content, campaigns and communications designed for niche B2B and professional audiences — the ones who read everything you send.
Social & Content
Social presence that feels authentic for professional audiences. Content calendars, scheduling, performance data and stakeholder reporting.
Member & Stakeholder Engagement
Building the relationships that make organisations stick — members, suppliers, partners and boards. Making people feel like they matter, because they do.
AI Tools & Adoption
Not "I use AI sometimes." I build workflows, create tools for communities, and think seriously about what AI changes for small teams.
Team Leadership
Built and led a five-person team with a flat, trust-based culture. High output, low drama. People do their best work when genuinely supported.
Founder Thinking
Started Women With Vision from nothing. I see gaps and I fill them — whether inside an organisation or out on my own.
How I work
I've spent long enough in one sector to know the difference between tactics and transformation. I think in systems, communicate directly, and I'm happiest when I'm trying something new, breaking it, and figuring out why. I genuinely love the work — the experimenting, the iterating, the never quite being done learning.
Hands-on and strategic
I've written the strategy and then personally built the page, designed the event, and sent the newsletter. I don't outsource understanding.
Community-first instinct
Before optimising for reach I ask: does this serve the person on the other side? That's what makes things last in professional communities.
Genuinely into technology
I invest my own time exploring where social and AI are heading. I bring that same curiosity and drive to every organisation I work with.
Independently minded
I tend not to wait for permission. I want to bring my skills to different contexts, keep growing, and do work I actually care about.
On a personal note
Melbourne, Chadstone to be exact (where you'll find me shopping!)
Mum of two and one fur baby
Fuelled by coffee daily
Champagne & wine enthusiast
Big Italian family — food is basically a religion (lucky I married a chef!)
Always planning the next trip
There's a playlist for every mood
Happiest when surrounded by an ocean of water
A wannabe reader (not just on holidays) — I buy the books, the AI tools just get in the way!
Not a day goes by where I don't learn something new — and I love that about myself
What if I fall?
Oh, but my darling, what if you fly?
— Erin Hanson
Education
2004 – 2005
Advanced Diploma of Printing & Graphic Arts (Multimedia)
RMIT University
🏆 Runner-up Graduate of the Year, 2005
2002 – 2003
Diploma of Multimedia
Kangan Institute
If you're looking for someone who leads with heart and thinks with strategy — I'd love to connect.