Portfolio
Senior Copywriter with a track record of driving measurable growth across performance campaigns, brand strategy, and multi-channel creative.
Below are selected projects that show strategy, execution, and results. If anything piques your interest, please get in touch.
World Vision
Child sponsorship is a deeply human act, but World Vision’s Meta advertising had historically failed to connect with an Australian audience. The challenge? Make child sponsorship feel relevant again.
Skills
Lead generation
Meta advertising
Email nurtures
Landing page design
Role
Senior Copywriter (lead creative across copy, design, and video art direction)
When?
2022–2025
Results
9.3x increase in child sponsorship leads (YoY)
154 children sponsored via Meta in 9 months
$800K in CLV generated
World Vision: Creative concept & Meta assets
This creative cut the guilt trip that’s often present in charity advertising.
What we learned through A/B testing? Our audience resonated most with imagery of happy children alongside a more authentic and conversational Aussie tone, working to remove the perceived distance between sponsor and sponsored child.
World Vision: Video assets
I strategised, scripted and directed the filming of a suite of video ads that delivered a 5x higher click-through-rate compared to our next-best-performing assets.
Click on each to watch!
Australian National University
In a post-Covid postgraduate education market that was struggling to attract students from interstate or internationally, my work with various colleges across the Australian National University helped reframe postgraduate study as an attainable, invaluable stepping stone.
Skills
Lead generation
Meta/LinkedIn ads
Print/publication design
Landing page
Role
Senior Copywriter
(lead creative across full-funnel digital campaigns & creative strategy, across multiple colleges at ANU, including Law, National Security, Asia & the Pacific, and the pioneering School of Cybernetics)
When?
2022–2025
Results
125% increase (YoY) for postgraduate enrolments at the College of Asia & the Pacific
40-page brochure created as lead generation value exchange and printed course advice collateral for the School of Cybernetics
Australian National University: Creative strategy & Meta assets
For a university-level postgraduate lead generation campaign, we needed messaging that paired ambition with warmth: “Closer to your dream career”, “Get closer to postgraduate study”, “Get closer to your calling”.
The ‘get closer to’ framework helped humanise Canberra as a vibrant, multicultural launchpad for change-makers, with creative that positions further study as vital and exciting.
Australian National University: Conversion messaging & collateral
Meta activity across all ANU colleges directed to a landing page with performance-tested, conversion-focused language designed to promote a multi-course offering.
From there, I created a 26-page, purpose-built guide (read here) designed both for download from the landing page, and as a printed brochure for use by staff to prospective students.
Ingenia Lifestyle
Ingenia Lifestyle creates resort-style communities for Australians over 50 looking to downsize without slowing down. The challenge was to nurture interest while celebrating the lifestyle opportunity offered by each community — without the stigma usually associated with ‘retirement’.
The messaging needed to make downsizing feel like upgrading.
Skills
Email copywriting
Lifecycle marketing
Brand storytelling
Role
Senior Copywriter
When?
2024–2025
Results
Creation of a 12 separate welcome nurtures (6 emails each; 72 emails total) for communities across the eastern seaboard of Australia, designed to guide leads closer to booking a tour and finding their next chapter at Ingenia Lifestyle.
