Victoria W

• Launched and established a freelance brand strategy and creative consultancy dedicated to empowering businesses through authentic storytelling and considered marketing principles.

• Delivered a brand strategy with a content framework for YAGA Media, giving purpose to their current visual identity, and built a new SEO-driven website to enhance online presence and lead generation.

• Engineered a new brand architecture for DMW Industries following an in-depth brand audit; structured three distinct sub-brands under a unifying umbrella brand to improve market clarity and positioning.

• Provides ongoing brand management and strategic content direction for Reuben's Ranch, an emerging podcast, resulting in a consistent and measurable increase in listener numbers.

• Authored a goal-driven strategic growth plan for PixelFrame, a prominent video production company, specifically aimed at attracting and securing higher-value clientele.

• Spearheaded and delivered integrated creative campaigns for high-profile exhibitions, including 'Two Irresistible Exhibitions' and 'Fairy Tales,' consistently achieving or exceeding attendance targets for both.

• Managed QAGOMA's social media, providing content strategy, creation, scheduling, and fostering engagement across diverse platforms such as Facebook, Instagram, and TikTok.

• Delivered ongoing marketing analytics, interpreting complex data to provide strategic insights and solutions, optimising digital content performance and overall campaign effectiveness.

Senior Marketing and Communications Manager | October 2022 – July 2023

• Responsible for the brand development and campaigns for new and Major Outdoor Projects. Reported to Marketing, Commercial and Experience Director.

• Led the successful launch of new project Night Feast, including developing a brand strategy and content marketing plan that resulted in attendance exceeding target by 25%.

• Researched and analysed market data to identify emerging trends and opportunities, which guided the development of Night Feast and Powerhouse Store's brand strategy.

• Developed and implemented a social media strategy for Night Feast that resulted in above average engagement of 5.15%.

• Provided leadership and mentoring to the digital team and facilitated the development of successful digital marketing campaigns.

• Based on market research, developed Powerhouse Store's brand strategy, and implemented integrated marketing efforts.

• Produced and directed all content for Night Feast and Powerhouse Store, including video, photography and owned marketing channels.

Digital Marketing Manager | March 2022 – October 2022

• Responsible for the development of digital marketing strategies and campaigns to increase brand equity. Reported to Head of Marketing.

• Conducted an audit that analysed internal processes and external user experience across digital marketing platforms, with recommendations on leveraging these areas to meet strategic objectives.

• Based on extensive research and an internal survey, presented a case for change that would lead to a 75% reduction in email platform costs.

• Expanded brand reach by 106k organic non-followers on Brisbane Comedy Festival Instagram from my recommendations for digital marketing campaign delivery across social media.

• Analysed SEO practices and provided data-driven recommendations to the contracted digital agency, including keyword research, on-page optimisation, and link building.

• Reporting to the Director, had the key responsibility of managing brand image and marketing strategy.

• Conducted industry, competitor, and customer research to create a detailed marketing report that was used to plan and implement an integrated marketing strategy based on the findings.

• Directed an anonymous employee survey to aide in developing a SWOT analysis and company benchmarks for improvement.

• Redefined and shaped brand image and established consistency across all consumer touch points.

• The company's website was redesigned to align with its brand image, and SEO was improved, resulting in an increase in leads from owned media.

• Initiated strong relationships with photographer and videographer to create content that tells the project story and increases brand awareness.

• Increased growth on social media with a specific focus on Instagram using storytelling content to reach target audience, which has seen an average of 4% increase each month over two years.

• Working remotely and reporting to the Artistic Director, managed marketing, and publicity campaigns for artists, and the label.

• Developed and executed marketing campaigns for artist releases within allocated budgets, and provided scheduled reports to management which was used to improve the following release campaign.

• Spearheaded the launch and management of 'Exist Exclusives,' an initiative releasing new monthly songs from upcoming Australian artists, gaining support from Triple J Unearthed and high-profile music blogs.

• Co-directed music video P()L4R with PixelFrame production company for label artist The Kite String Tangle, which won best music video of the year 2019 at QMusic annual awards ceremony.

• Provided executive-level assistance to CEO and Artistic Director, before joining the Marketing team and delivering the digital strategy under the direction of the Marketing and Communications Director.

• Optimised brand visibility by managing the production of innovative and engaging content across all digital channels in collaboration with film and photography partners.

• Co-chaired the project team to transition Tutu Day from an open house event into a large-scale celebration for young children.

• Executed event schedules and provided internal communication for Marketing events including, Season Photoshoot, Season Launch, Opening Nights, and Information Evenings.

• Assisted the Publicity Manager with the coordination of media activity for the Artistic Director including media calls and photo/film shoots.

• Oversaw daily office operations for a fluctuating staff and provided executive assistance to the CEO, reporting to the Head of Business Administration.

• Provided an elevated customer experience to increase consumer retention and acquisition, which involved managing reception phone calls, emails, and greeting guests.

• Managed orientation and assisted with new staff inductions, including setting up computers and phones.

• Provided VIP and guest ticketing assistance to the Development and Marketing team on opening nights and during the festival.

• Supervised the information booth and managed the rostered volunteers, including scheduling breaks and resolving complaints and problems as required.