Yarra Publishing
Over the last two years at Yarra Publishing, I have managed a diverse portfolio of responsibilities that spanned across strategy and execution. Highlights of my role include; leading a digital rebrand of Yarra Magazine, developing the Go-To-Market strategy for Yarra Weddings, diversifying advertising partnerships and developing professional relationships with existing clientel.
Serving as the primary point of contact for media enquiries and leading the brand’s social media strategy, I have developed a versatile skillset across marketing, communications, and public relations. I have foundational knowledge in print production and publishing, with experience in coordinating seasonal campaigns, assisting on editorial photoshoots and advising on advertising campaigns for optimal brand positioning and audience engagement.
I have contributed to the following issues:
Key Skills & Responsibilities
Newsletters & Email Campaigns
Copywriting
Managing Sales & Advertising Portfolio
Producing Marketing Materials
Overseeing Media Enquiries
Social Media & Content Creation
Providing Customer Support
Software profecient in Microsoft Suite, Canva, Capcut, Dropbox, Xero, Adobe Express, Procreate & Meta Analytics
Campaigns & Experience
Email Marketing & Copy
Taking on the Marketing Coordinator role came with Email and EDM responsibilities, during my position I implemented a streamlined approach to subscriber experience. Making the following changes, rsulted in increased the click-rates and open-rates for our seasonal newsletter and product releases.
Each seasonal campaign opens with an intimate, seasonal letter from the editor or team. Implementing emotive copywriting to invite readers to envision their lifestyle within the changing season. The layout mirrors the experience of reading the opening ‘letter from the editor’ contents that features in the magazine. This helps to balance storytelling with functional utility to drive engagement. By featuring regional event listings and partner spotlights alongside streamlined "one-click" purchase links, it allows the audience to transition seamlessly from their inbox to the digital storefront.
In 2025, I was involved in the go-to-market and branding strategy for Yarra Weddings, the second title in the Yarra Publishing portfolio. Born from a desire to celebrate Yarra Valley artisans and venues through a romantic, editorial lens, the publication was developed to fill a specific market gap for an intentional, regional wedding resource.
By leveraging high-impact copywriting and a distinct narrative tone, I positioned the magazine as the region's premier boutique wedding directory. I executed a multi-channel campaign that reframed the title announcement as an intimate invitation to a close friend’s wedding, utilising evocative language and industry insights to build immediate brand trust. By integrating familiar calls-to-action such as "Save the Date" and "RSVP," I successfully aligned the brand’s identity with a sophisticated and personalised audience experience. These efforts yeilded significant enquiries about the publication, with various companies requesting media kits as a result.
Yarra Weddings Campaign Launch
Yarra Magazine Social Media Rebrand
For 2025 I wanted to focus on growing the brand’s primary social media platform and over the last 12 months I have successfully increased brand reach and follower base by 26.8% on Instagram (our primary social media platform). Creating a consistent digital style guide that was implemented across the brand’s marketing channels, helped to reconfirm it’s identity and strengthen its perception amongst the community, whilst capturing the attention of tourists travelling to the region. Coupled with consistent posting and implementing a value-added approach to content allowed our organic social media strategy to flourish.
The Results:
For the launch of the Spring issue, I carried out a social media campaign that achieved a 163% increase in profile views on Instagram across the month, and expanded our brand reach to a new potentional audience. I achieved this by improving the keywords featured within the caption space, diversified content to include high-quality editorial photos and increased the frequency of Reels and carousels. Furthermore, I worked towards fostering active community engagement on our platform to amplify our campaign strategy and strengthen our connection with an already engaged audience.
Consulting Projects
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Yarra Weddings
Collaboratively formulated the go-to-market and branding strategy for Yarra Weddings, the second title in the Yarra Publishing portfolio. This emerging publication was born from a desire to celebrate the artisans and venues of the Yarra Valley in an editorial, romantic light. After recognising a gap in the market for a Yarra Ranges specific wedding publication, this project aimed to provide an intentional and thoughtful solution to vendor advertising.
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The Garage Sign Shop
This consulting project was led with education and laying the framework for developing skills in content, copy writing, social media scheduling and SEO. By creating a digestible and reflective experience, the team was able to take control of their digital marketing strategy. This allowed the team to unlock a unique product offering, by integrating their talents in branding and graphic design with their signage products to provide a comprehensive retail solution.
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Assembuild
Delivered a range of marketing materials to use across digital and printed channels. Working collaboratively on this hands-on project, we remodelled and overhauled branded materials to be reflective of current projects and capabilities. This project included the opportunity for candid on-site photography, and creating a foundation for social media scheduling and strategy.