David C
Digital Marketing Manager
Digital Content Strategist Specialising Video Content and Social Media Campaigns
Summary
David is a leading content strategist with over a decade of experience in creating impactful, mobile-first video content and social media campaigns. He has a particular passion for the health tech industry, where he excels at crafting emotive and engaging content that drives audience action. As the former Social Media and Video Content Manager for NSW Health, David managed a highly active Facebook page with 1 million followers and led strategies to handle over 6,000 weekly comments, ensuring vital health communications reached and resonated with diverse audiences. His superpower is engaging hard-to-reach niche groups through innovative content strategies, split testing, and multi-channel distribution, converting them through tailored marketing funnels. David is also a guest lecturer at AFTRS and JMC Academy, sharing his expertise in storytelling, social media, and content marketing.
Experience
NSW Health
Social Media and Video Content Team Manager (2022 - 2023)
Responsible for overseeing the development of social media and video content – including multimedia communications strategies and execution – for the NSW Ministry of Health to support the objectives of NSW Health.
Responsible for all primary social media channels for NSW Health (the most active Facebook Channel in Australia), implementing creative content plans and robust moderation protocols that effectively managed over 6000 page interactions 7 days a week.
Developed and executed the NSW Ministry of Health's content strategy by leading an 8-member team specialising in social media communications and video content production, focused on amplifying essential public health messages and enhancing campaign outreach through strategic, collaborative multimedia content creation and management.
Streamlined workflows using agile and digital tools, enhancing content delivery efficiency.
Increased social media audience by 250% through targeted campaigns and analytics-driven strategies.
Culture Shock Marketing - Social Media Agency
Video and Content Marketing Consultant (2018 - 2024)
An expert in audience-centric video marketing that connects with the audience through emotive storytelling. As a specialist in Health, Education, and Multicultural marketing, I’ve generated an impact by working with clients to create, grow, and amplify brands. I manage internal teams and work closely with clients to provide end-to-end services from digital/social strategy to video production and ad campaign execution on Facebook, Instagram, LinkedIn, TikTok.
Some clients I’ve worked with over the past few years are a mixture of fast-growth startups and Government clients.
Past Clients
Ora Organic (Austin Texas)
Victorian Women's Trust
Touchstone Life Care (Sydney)
Sydney Local Health District
NSW National Parks Education Team
NSW Department of Community and Services
NSW Department of Planning and Environment
NSW National Parks
Social Media Content Strategy (Consultant) (2016 - 2018)
Responsible for bringing to life the content strategy for the Young Adults Campaign (18-35) with the objective to increase brand awareness and visitation in NSW National Parks. This was achieved through managing the production and delivery of engaging social media, videos (30 stories) and articles (66 pieces of content) that have been optimised for mobile. Phase one was delivered in October 2016 with the launch of a NSW Parks Blog. https://blog.nationalparks.nsw.gov.au
Strategy phase two: revise and the customer journey and content strategy to continue to grow build the social media community and push engage audiences’ visitation and conservation messaging and conversations. As well as launching an influence campaign across all social media channels including snapshots.
Campaign Key Results:
Created a brand style including video formats, image style and tone of voice for the blog which established NSW National Parks as a conservation authority.
The Young Adults Campaign style is being adopted by the NSW National Parks master brand.
(Metrics below are sourced from the first 9 months of the campaign from it’s launch in October 2016)
Blog results: 191k Unique Visits, 261k Sessions, 314k Page Views
Facebook: 5.1m Reach, 1.8m Video Views, 39k Engagements. Increased Facebook fans from 47k to 100k in 9 months.
Instagram: Increase followers organically through UGC content to 14k in 9 months.
Increased NSW Park Visitation: Target 18-35 demographics increased by: 1.8m visits. (Source: Roy Morgan Bi Annual Park research)
Qualifications
Bachelor of Film and Television (2011)
Swinburne University of Technology