Strategist, Storyteller, and Community Builder.
Over the past 20 years, I have worked across government, startups, creative agencies, and my own ventures. I turn bold ideas into clear strategies that connect with people and deliver results.
From leading digital transformation at Transport for NSW to building Only The Sweet Stuff from a garage side hustle into a trusted brand, my work has always focused on people. Understanding how they connect, what matters to them, and how to meet them with clarity, creativity, and heart.
This page brings together my experience as a social media leader, communications advisor, founder, speaker, and mentor. Each role has shaped how I lead and create. I am proud of the journey so far and excited for what is ahead.
Realise Business
Chief Marketing Officer
As the CMO at Realise Business, I lead marketing strategies that support small businesses across a range of programs, helping them grow, adapt, succeed and thrive. With a strong focus on community-driven marketing, I’m passionate about making business support more accessible and impactful for entrepreneurs at every stage.
Advisor - Digital Solutions
Freelance
Only the Sweet Stuff
Founder
E-commerce 6 figure retailer, specialising in growing crafting hubs and communities while simultaneously serving craft business supplies and knowledge.
Using my corporate background in marketing and sales, but also my creative and design side (in performing arts and graphic design) I am able to nurture relationships with overseas suppliers to look after small businesses here at home. This makes prices affordable enough to onsell to consumers.
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Transport for NSW
Senior Social Media Manager
I worked as Senior Social Media Manager at Transport for NSW. I led the organisation’s social media strategy, managed a high-performing team, and worked closely with government and non-government stakeholders. My focus was on building capability, improving customer engagement, and using data to drive decisions. I developed long-term content strategies, managed campaign performance, and helped shape the organisation’s social presence at all levels.
Senior Communications and Engagement Officer
I provided strategic advice and support to regional business units, integrating digital and traditional communication efforts. I developed and delivered communication and stakeholder engagement plans to support major infrastructure projects, helping build trust and transparency with the community. I also coordinated events and consultation activities, managed issues, and worked closely with internal and external stakeholders to enhance engagement and reputation.
McDonald's Corporation
Social Media Manager
I led social media strategy and community management, using data to drive audience targeting and content performance. I developed strategic plans, created campaigns across platforms, and collaborated with cross-functional teams including Legal, Marketing, and Ops. I managed the intranet, optimized digital content, and tracked engagement, always prioritizing cost-effective, in-house solutions.
Portfolio Highlights
