Strategic Marketing

Project: The Etsty Design Awards

Project goal: Brand awareness and seller acquisition

My Role: Project Lead and Campaign Manager

The Etsy Awards ran for three years in Australia & New Zealand with the goal of shining the light on local design talent. The successful execution of this integrated brand campaign locally meant that the initiative expanded to become a global program with judges such as Drew Barrymore involved. 

Influencer Marketing

Project: Various

Project Goal: Brand Awareness, Site Visits and Referrals

My Role: Concept, Strategy and Project Lead

During my time at Etsy I launched the Etsy Australia Influencer Marketing program. This initiative grew to over 105 local partnerships in 2016 and activation in South East Asia. International teams at Etsy also launched influencer programs following Australia's lead.

Examples of an influencer partnership:

As part of the Christmas 2016 campaign Etsy Australia partnered with Australia’s most popular design blog, The Design Files to promote Etsy, as a destination for unique, interesting ideas for summer entertaining. Three sellers produced a custom range of artwork for this collaboration, to highlight Etsy as a destination for festive décor (see here for full articles).

Collaborated with influential Australian bloggers How Two Live to capture a product collection between Etsy makers and the Melbourne Museum via an exclusive photo shoot and maker studio visit. These images were used to gain PR coverage with sites such as the Huffington Post.

Etsy signed on to be a Principal Partner for the Kids bedroom in Rebecca Judd’s latest Style School. This involved gifting Australian products that were featured via a series of content opportunities including: video, blog and social media seeding.

Photos care of Rebecca Judd Loves and How Two Live.

Product Management

Project: Mindful in May

Project goal: Brand awareness and acquisition

My Role: Product Marketing & Operations Lead

Mindful in May (parent company is the Mind Life Project) is the world's largest online global mindfulness fundraising campaign. My role in the business was to develop and lead profitable product launch strategies for online mindfulness courses such as Mindful in May. This spanned areas such as project management, PR and digital acquisition. I used Ontraport to build customer journeys with 30%+ open rates.

During my tenure, the company founder, Dr Elise Bialylew appeared on the front cover of the Sydney Morning Herald, was shortlisted in the AFR 100 Women of Influence Awards. Mindful in May appeared on The Project and had international model Megan Gale as an ambassador.