Having spent nearly 18 years working at the South Australian Tourism Commission (SATC), I undertook a variety of hands-on roles within the trade and consumer marketing environment, with a specialist focus in online communications and a decade in social media and content marketing, encompassing strategy, curation, copywriting, community management, paid promotion and analytics
As the official online ‘voice of South Australia’, I developed an industry-wide reputation for harnessing the power of digital communication and using it as a vehicle to connect with a global audience. My strong creative eye and passion for photography also saw me influence major visual change across the organisation, transforming SATC’s Facebook and Instagram into the most engaged and fastest growing Australian State tourism accounts globally, while driving record web traffic.
Since leaving the SATC in 2019, I’ve operated my own independent consulting business, assisting tourism destinations, the wine industry and its operators to tell their brand stories online. Key areas of focus include high-impact visual storytelling, social media management/strategy/reporting, website management (particularly blogging) and professional photography. Current clients include Adelaide Hills Tourism (Nov 19 - ongoing), Yorke Peninsula Tourism (Mar 25 – ongoing), WOOF Media (Sep 25 - ongoing) and Seppeltsfield Wines (Dec 21 - ongoing). Other recent clients have included Limestone Coast Tourism (Nov 20 – June 25), The Frames Luxury Villas in the Riverland (Nov 19 – Sep 24), the National Wine Centre of Australia, by whom I was engaged to produce a Social Media Strategy in July 2023 and the Barossa Farmers Market (Mar 25 – Jun 25).
As well as servicing my own business clients, I have also been employed as a Destination Brand Specialist for The Tourism Collective since November 2020, a national tourism marketing and management consultancy. As part of that team, I was directly responsible for management of the Limestone Coast Tourism social media accounts (Nov 2020 – Sep 24) and website storytelling (Feb 2021 – Jun 2023), effectively building all channels from scratch. Regular written input for quarterly consumer EDMs (newsletters) was also sought in this role. With The Tourism Collective’s renewed focus on short-term strategic projects, I took the region on once again as an independent contractor, helping to continue its ongoing momentum from October 2024. Other key clients’ social channels and/or brand storytelling I have directly managed via The Tourism Collective have included Tourism East Arnhem Land (Sep-Nov 22), Kangaroo Island Tourism Alliance (May-Sep 21) and Clare Valley Tourism (including blogging, winter 2021).
Additional projects I oversaw for The Tourism Collective included the provision of social media and content strategy, training and mentoring for Tourism Eyre Peninsula, input into the Destination Situation Analysis plus additional blogging work for Tourism Yorke Peninsula (Jun-Sep 22 and Mar-Apr 24), and development of a Storytelling Framework for the six Tourism Precincts of the City of Onkaparinga (Jun–Sep 24). I’ve also written a number of other resources and articles for the tourism industry, including social media training modules for Visit Canberra’s Industry Toolkit.
More recently, I've also been contracted by WOOF Media and their amazing suite of national clients, including social media work for Tasman Venture (Hervey Bay + Fraser Island tour operator), Australian Air Safaris (national air touring operator) and both social and eDM work for Bridestowe Lavender Estate in Tasmania.
Current & Recent Clients
