Selected Projects
Selected B2B SaaS, marketing operations and brand projects spanning global campaigns, marketing systems and community-led growth
Keywords Studios
Global Event Campaign Operations
Global Event Campaign Operations
As Campaigns Manager at Keywords Studios, I managed our global event operations across its 70 studios and four SaaS brands, including at GDC, the world's largest B2B Game development expo in San Francisco.
Achievements:
- Centralised requirements from 70 studios and four SaaS
- Tracked ROI and customer insights across 1,000+ meetings
- Exceeded demonstration registrations for our four SaaS products (Helpshift, xLoc, KantanAI, Mighty Games)
- I established a central campaign and project-management system in Asana, giving 70 studio leaders and 80+ sales members stakeholders greater visibility over responsibilities, deadlines and campaign requirements
- Created campaign event
IBAT College
Finance courses
Finance courses
As Head of Marketing, I led targeted social campaigns to drive enrolments for IBAT College’s finance courses. The strategy combined interest-based targeting, lookalike audiences and retargeting to reach aspiring entrepreneurs and finance professionals around Ireland.
Achievements:
- Sold out Finance and Bookkeeping with SAGE.
Samsung
#S7Live
#S7Live
Launched the Samsung Galaxy S7 in Ireland with a PR-lead event.
Achievements:
- Samsung Galaxy S7 sold out before launch
- Hashtag trended on Twitter
- 10+ mentions across National and Music industry Media
Carphone Warehouse
Choice
Choice
To promote the brand messaging of 'Choice' in Ireland, we followed several social media influencers to see what would happen when choice was removed from their lives.
Achievements:
- Improved consumer sentiment 15%+ on new 'Choice' brand positioning
Influencers
Brand collaboration
Brand collaboration
I have worked with a range social influencers across various sectors and social platforms for brands including:
Currys | Apple | Samsung | Microsoft | KitchenAid | giffgaff | HP | Dyson | Otterbox | Canon
Influencers include:
IBAT College
#IrishPhrases
#IrishPhrases
giffgaff
Celebration
Celebration
As head of social media for telecommunications company giffgaff, I celebrated the company's birthday by commissioning the acclaimed illustrator Dan Woodger to draw the community in one large portrait.
Highlights
- 1M+ organic reach
- Increased brand advocates by 15%
RMIT University
Pinning poems to place
Pinning poems to place
To promote RMIT's School of Creative Writing and further embed the School into Melbourne's community, I created a geo-locative Twitter poetry event as part of the Melbourne Writers Festival. The project let audiences to read site-specific Twitter poetry on their phones while standing the in place it was written about.
Highlights
- The project was selected to be part of Melbourne Writers Festival in 2009 and 2010, and later in 2015 in Poetry Ireland
- The published book is now part of the permanent collection of the Australian National Library
- Numerous media mentions, including The Irish Times and The Age Melbourne
giffgaff #OneBreathUpdates
As social lead for giffgaff, the community-run mobile network, I created a campaign to reinforce its position as the leading youth mobile network.
By sharing a daily video summary of the news on our social media channels in a single breath, we kept giffgaff a part of the daily trending news cycle in a light and entertaining way.
Highlights
- Improved brand salience with youth demographic
- Trended on twitter several days during campaign
RMIT University
Discover Melbourne
Discover Melbourne
As Marketing Manager at RMIT University, I wrote and directed a series of videos to increase international student recruitment from China to Australia. Here are two from the series.
Highlights
- Helped exceed recruitment targets
MINI
Mini Pieces
Mini Pieces
As lead creative for MINI during Melbourne Fashion Week, I tasked 6 artists to reimagine a piece of a MINI over the course of 3 days at a popup during the event.
Highlights
- Numerous media mentions during fashion week
- Trended on twitter at launch
giffgaff Don't be scared
giffgaff might look intimidating from the outside. But like the zombies in this campaign, giffgaff's community is far friendlier than it first appears. To land that message with the UK youth market, I created a social and digital campaign showing just how welcoming the undead can be.
Highlights
- Posts appeared daily in trending topics, keeping the brand part of daily conversations, earning £50,000+ in organic reach
Midsumma
Celebrating Queer Culture
Celebrating Queer Culture
Midsumma is Melbourne's LGBT Arts festival, hosting more than 180 arts and theatre events for more than 240,000 people each year.
As Marketing Director, I rebranded the organisation to be more arts-focused and inclusive of the queer community. The brand refresh included a new logo, tagline and launch campaign.
