Yarra Publishing
As the Marketing and Communications Coordinator at Yarra Publishing, I have orchestrated a symphony of projects and campaigns for the brand’s primary publication, Yarra Magazine.
Symphony best describes my responsibilities, as they have included an elaborate composition of marketing, communications, sales, PR and media. With an overarching objective of creating a harmonious relationship between strategy and execution.
Highlights that take center stage include; leading a digital re-brand of Yarra Magazine, developing the GTM strategy for an emerging publication (Yarra Weddings), diversifying advertising partnerships and developing professional relationships with clients.
Whilst I’ve been immersed in the world of print production and publishing, my talent resides 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 & Copywriting
With a little bit of TLC, I was able to turn our email newsletters into an invaluable part of the brand’s marketing strategy. Taking on the role came with the major task of dusting off the mailchimp subscription and swapping out the cricket noises, for something a little more upbeat.
After a couple of tweaks to our email strategy, the team welcomed higher open-rates, click-rates and a more streamlined user experience.
By marrying up my love for language and branding, each seasonal campaign opens with an intimate letter from the editor or team. Emotive copywriting allowed me to set the tone and invite readers to imagine how it would feel to read a copy of the magazine.
I was able to successfully balance the storytelling aspect of editorial print with a functional email flow to drive better engagement. By featuring regional event listings, partner spotlights and streamlined "one-click" purchase links, it allowed the audience to transition seamlessly from their inbox to the digital storefront.
Yarra Weddings Campaign Launch
Born from a desire to celebrate Yarra Valley artisans and venues through a romantic, editorial lens, the Yarra Publishing team welcomed the creation of Yarra Weddings in 2025.
This emerging project aimed to fill a specific gap in the market for an intentional, geographic-specific regional wedding resource. Afterall, the Yarra Valley is home to the most scenic rolling hills and some of the most passionate wedding vendors. Doesn’t that sound like a match made in heaven?
By leveraging a distinct narrative tone, I positioned the magazine as the region's premier boutique wedding directory. I executed a multi-channel campaign that re-framed the title announcement as an intimate invitation to a close friend’s wedding.
By integrating familiar CTA’s such as "Save the Date" and "RSVP," I successfully aligned the brand’s identity with a sophisticated and personalised audience experience. This campaign encouraged significant enquiries, with various vendors requesting media kits and hoping to tie-the-knot with a follow up meeting.
Yarra Magazine Social Media Rebrand
I LOVE organic strategy, so much so that I put it on my work vision board in 2025. In 12 months I was able to grow the brand’s following on their primary social media platform; Instagram, by 26.8%. My strategy involved creating a consistent digital style guide, consistent posting schedule, curating a value-added approach to content and being actively engaged with our audience online. From the metrics, we could start to see signs that our strategy was working.
And then THIS happened:
I couldn’t believe it, but the launch campaign for our 2025 Spring issue went BETTER than expected. We actively expanded our brand reach and captured the attention of an un-tapped audience. By improving keywords, diversifying content to include high-quality editorial photos and increasing the frequency of Reels and carousels I was able to deepen our connection with an already engaged audience, whilst extending a hand to a new community of followers.
Freelance & Academic 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.
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Flourish & Grace Planners
Using my design skills in Canva, I created a variety of digital habit trackers and planners for the Flourish and Grace Etsy store. Beyond the creative process, I gained hands-on experience in e-commerce by managing product listings and navigating the Etsy platform for digital downloads.
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University Project | Retail Trend Analysis
This report is designed to investigate an emerging trend in the retail industry, that I label as ‘Retail Therapy’. The trend involves the integration of in-house health and wellness services into physical retail stores to meet consumers’ evolving attitudes to lifestyle and health, whilst providing an opportunity for a comprehensive and high-end customer service experience.
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University Project | Cenovis Rebrand
This Rebrand proposal outlines the creative and strategic direction of Cenovis, following the Customer Based Brand Equity (CBBE) Framework.