Social strategy ✦ Short-form video ✦ Copywriting ✦ Community management ✦ Paid social ✦ EDMs ✦ Analytics and reporting ✦ Team training ✦ Statusbrew ✦ Canva ✦ Sitecore ✦ Salesforce Marketing Cloud ✦
Choose your world
Level select
Four workplaces. Four completely different audiences. Here's some of the work I'm proud of.
World 1 · Agriculture · 2025 to 2026
Dairy Australia
Digital & Social Media Senior Advisor
Dairy farmers and the general public need very different things from their social media feeds. I worked across both audiences, helping refresh the content strategy, producing videos, reviewing content from seven regional teams and helping colleagues get more confident with social.
I also led the move to Statusbrew, from researching the options and recommending a platform to setting it up and training the teams.
This world has three sections
Click one to open it below. Only one shows at a time.
High scores
January to June 2025 vs January to June 2026
1st · Australian Dairy community
4.38%
→ 37.52% Engagement rate on Australian Dairy's community channels (Facebook and Instagram).
→ 37.52% Engagement rate on Australian Dairy's community channels (Facebook and Instagram).
+158.01%
2nd · Australian Dairy communityFollowers on the community channels.
3.78% → 9.75%
3rd · National Dairy AustraliaEngagement rate on the national Dairy Australia channels (Facebook and LinkedIn).
Bonus points · national Dairy Australia
+52.12% reach
+46.17% followers
Case study · Dairy Australia
Behind the high score
Those numbers didn't come from one lucky post. Here's how the strategy refresh came together.
Stage 1 · The challenge
Farmers and the general public were getting much the same kind of content. The community channels felt a bit corporate, and engagement was low.
Behind the scenes, the regional teams were juggling approvals in Teams chats, performance data was hard to share and every region was writing in its own way.
Stage 2 · My approach
We refreshed the strategy for each audience, and I helped shape it. For farmers, every post had to answer one question: what do they get out of this? For the community channels, we moved to people-first stories with real farmers and a bit of humour.
I also put a proposal to the Executive Team about changing how we post, so it felt more like a community and less like an organisation talking at people.
Stage 3 · The work
I reviewed and approved content for seven regional teams and produced and edited video. I also ran workshops on best practice and AI, and wrote the guides that went with them.
Then I moved everyone onto Statusbrew, with one drafter and one approver per post, shared calendars and proper reporting. Have a look in Strategy and training for that part.
Stage 4 · The result
37.52%
Community engagement rate, up from 4.38%, with followers up 158.01%. The national channels went from 3.78% to 9.75%.
January to June 2025 vs 2026
“The audience is responding to what feels real: farmers sharing their experience.”
The full season
July 2025 to July 2026 vs the 12 months beforeStraight out of Statusbrew, where I built the reports. A different time frame to the high scores, so don't add them together.
1.2Mvideo views, up 117.58%Community channels
830Kreach, up 92.61%Farmer channels
+231%LinkedIn engagementFarmer channels
Top performers of the season
#1 · Farmer videoFarm business management with Pete and Marnie Kerr22,373 views
#2 · Farmer recognitionMilk Quality Awards 202519,337 reach
#3 · Community postHappy Mother's Day to the dairy mums10,357 reachPost spotlight
“Every herd has one cow who clearly thinks the whole operation revolves around her.”
We asked farmers to introduce us to their herd's main character, and the comments quickly filled up with photos and stories. A good reminder that sometimes the simplest ideas get people talking.
9,335
reach
1,563
clicks
110
engagements, not counting clicks
23
comments
Still in Dairy Australia
World 1 · Dairy Australia
On the feed
Now playing
{{daVid.feature.title}}
{{daVid.feature.text}}
{{daVid.feature.where}}{{g.title}}
{{p.t}}
Still in Dairy Australia
World 1 · Dairy Australia
Strategy and training
The content is only part of the job. A lot of my work at Dairy Australia involved helping other people create better social content and making the whole process easier to manage.
Boss level · Platform rollout
Moving everyone to Statusbrew
I compared nine social media management platforms, organised demos with four providers and recommended Statusbrew.
After approval, I led the setup, brought 29 profiles into the system and trained teams across the organisation.
The new platform cost roughly half as much as the previous one.
9 platforms compared
4 demos
29 profiles
About half the cost
Research
Listening to the regions
I gathered feedback from regional communications teams to understand what was working and where they were getting stuck.
That helped shape recommendations around approvals, shared content calendars, community management and monthly reporting.
What the regions asked forOne platform. One drafter and one approver. Clearer roles, more short video and more notice of what's coming.
Training and guides
Workshops and guides for the regional teams, so good social didn't depend on one person.
"{{d.cover}}"
That’s Dairy Australia done
World {{w.num}} · {{w.sector}}
{{w.name}}
{{w.role}}
{{p.t}}
{{s.num}}
{{s.text}}
{{w.campaign.title}}
{{p.t}}
{{g.title}}
{{p.t}}
Built in Sitecore
Web pages I built
{{w.webNote}}
{{w.photoTitle}}
That’s {{w.name}} done
Level 1
Where it started
Before social media became my job, I was writing about pop culture and getting as much experience in journalism as I could.
At university, I co-founded OuttaGum, an online pop culture magazine, and was its editor in chief from 2014 to 2017.
I also hosted 3SSR, a university TV show broadcast on Melbourne's community television station C31.
Published in Crikey · 2012 ↗
The sext files
An article I wrote for a uni journalism class that got picked to be submitted to Crikey, then published. It might be behind their paywall.
OuttaGum · 2014 ↗
Can DC compete with the Marvel Cinematic Universe?
A uni assignment I later published on OuttaGum, with quotes from comic book expert Dr Liam Burke. Very 2014, in the best way.
3SSR · C31 · YouTube
Hosting 3SSR
Two clips from my university TV presenting days. Evidence that I was happy to get in front of a camera long before TikTok existed.
Watch clip 1 ↗Watch clip 2 ↗