senior music strategist
BOLSTER  //  January 2018 – present
Working with Bolster’s music clients to help sell more records, drive more streams, sell out events and build audiences. Using strategy to help connect the dots between advertising best practices and new ad innovations with music industry know-how. Clients and campaigns include Splendour In The Grass, St Jerome’s Laneway Festival, Beyond The Valley, Falls Festival, Download Festival and more.

board member
THE PUSH  //  January 2020 – present
Board committee member for The Push, a non-profit organisation that supports Victoria’s youth music committee. 

advisory group member
MUSIC VICTORIA  //  September 2020 – September 2021 (1 year term)
Voluntary industry representative for Music Victoria’s COVID-19 Recovery Advisory Group, consisting of 16 music industry professionals. The purpose of the group is to discuss and provide recommendations for Music Victoria to consider, as to how Victoria can survive and rebuild in a COVID-19 world. 

campaign manager
BOLSTER  //  August 2015 – December 2017
Digital advertising for music-focused clients, across strategy through to implementation and reporting with digital media buying and advertising (Facebook, Instagram, Twitter, Snapchat, Google Display, Google Search, YouTube and publisher buys). Clients and campaigns include Splendour In The Grass, Groovin’ The Moo, Falls Festival, Beyond The Valley, St Jerome’s Laneway Festival, Sydney City Limits, Download Festival, So Frenchy So Chic, Fairgrounds Festival, Remote Control, Sydney City Limits, Download Festival, Dew Process, Caroline, Chugg, and more.

freelance photographer
VARIOUS  //  June 2013 – June 2017
Photography for bands (press shots only) and fashion brands/websites, such as Just Jeans, Muji, Australis, Innoxa and more. Services include photo styling, direction and photo editing. View portfolio.

label manager
SHOCK RECORDS  //  July 2014 – August 2015
Label management for Shock Records and partner labels such as Sunday Best Records, SideOneDummy, No Sleep Records, Holy Roar Records, Memphis Industries, eOne, Fat Wreck Chords and Kartel Creative (Marshall Teller, Mr. Bongo, Xtra Mile Recordings, DEEK Recordings). Responsibilities include liaising with the labels/artist management,  distribution/logistics/shipping, marketing and advertising releases, working with PR/radio plugging teams for best outcomes, communicating with physical retailers and DSPs (updates, pitching, creating retailer guides), working with the label’s marketing/social media officer, updating the Shock online store and more.

content & community manager
COLLABFORGE  //  Oct 2013 – July 2014 [contract]
Marketing & communication strategy, content creation (copywriting, graphic design, photography, EDMs), online community management/moderation, events management. Temporary contract position that was extended from initial 3-months.

senior account manager
Overarching social media marketing strategy in line with ATL campaigns, content creation (copywriting, graphic design, photography), community management/moderation, managing Facebook advertising campaigns, fostering client relationships. Clients included Tony Bianco, Wittner Shoes, Tetley Tea, John Frieda Haircare, Bioré Skincare, Australis Cosmetics and more.

editor & founder
PAPER-DEER   //  Jun 2010 – Oct 2011
Marketing & business strategy, creating a content schedule, writing, editorial duties, sub-editing, networking (artists, management firms, PR agencies, venues), managing a team of over 12 contributors.

freelance music journalist
Writing news articles, release reviews and gig reviews for music publications.

freelance social media marketing consultant
Creating social media strategy, setting up content plans and  training social media managers for independent music artists and businesses. Implementing social media marketing as needed for Bendigo Hotel (music venue).



  • Bachelor of Psychological Science, Monash University (2008)
  • Scholarship student at Monash University & Griffith University
  • Member of Golden Key International Honour Society – top 15% of Medical Faculty (2005, 2007, 2008)
  • Academic Excellence Award at Griffith University (2005)
  • St. Hilda’s School – top of Business, top of English (graduated 2004)



  • Building Positive Workplace Culture and Team Dynamics Course, Centre for Continuing Education, University of Sydney (May 2020)
  • Cultivate, Music Victoria (March – June 2020)
  • Intro To Coding: HTML & CSS, General Assembly (May 2019)
  • UX Foundations: Interaction Design, Lynda (March 2019)
  • Unconscious Bias Workshop, VMDO x ICML (Feb 2019)
  • Facebook Certified Buyer (2017)
  • Google AdWords Certified (including Google Partners Academy Bootcamp, ongoing)
  • Google Analytics Certified (ongoing)
  • Facebook Essentials For APAC Agencies
  • SEO & SEM – Intensive, General Assembly (2016)
  • Writing For Web – four week online course via Open2Study (2016)
  • Year-long one-on-one photography mentoring – Somewhere Studios (2014)
  • Basic Digital SLR Photography – Intensive, CAE (2014)
  • Adobe InDesign: Introduction (PC), CAE (2011)

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