Resume

Director and founder, Zotts and Co
January 2017 - present

• Worked with the following clients:

  • Australian Bureau of Statistics - Census2021 content and media campaign

  • ACT Government - Light Rail Stage 1 launch event and communication campaign

  • Department of Social Services - Violence Against Women Campaign

  • Department of Social Services - 1800RESPECT issues management

  • Department of Social Services - Be Connected communication strategy

  • Department of Social Services - Harmony Day 2017 campaign strategy and consultant

  • Department of Veterans' Affairs - Prime Minister's Veterans' Employment Awards 2017

  • Highgate Kitchen and Bar - PR strategy and implementation

  • Karralika Programs - PR strategy and implementation

  • Jack Biilmann - PR strategy and implementation

  • raize the roof - PR strategy and project manager

  • Income Tax Professionals - PR and digital strategy

  • Bellevue Hill Property - PR and digital strategy

Account Director, Morris Walker
July 2016 - January 2017

• Account Director and management for clients including Embassy of Japan, Vikings Canberra, Department of Veterans' Affairs, Department of Defence, Uniting Care and Cystic Fibrosis ACT covering public relations, issues management and event management.

Head of Media, Digital Transformation Office, Australian Government
May 2015 – July 2016

• As the Head of Media at the DTO I was responsible for building and protecting the reputation of the new government agency.

• I worked on a proactive and reactive media relations plan to promote the agency’s agenda, profile and program of work. This strategy was focused on using the media, events, stakeholder engagement, social media and online content to engage with a range of audiences.

• This included developing communication policies and training for staff when dealing with the media or communicating online, identifying and training spokespeople for the organisation, including the CEO and creating defensive key messages to prepare for issues and enquiries.

Achievements

• I worked with the Prime Minister’s Office to execute a strategic media and public relations program for the DTO and in my first six months increased media coverage by 900%. The key to this was building relationships with trade and mainstream press and bloggers to negotiate coverage, manage issues early on and provide interesting stories and content.

• I created a press event to launch the DTO’s centrepiece product, GOV.AU and introduce our new Minister to the startup community. More than 1 million people saw this event via the press or social media and I received very positive feedback and gratitude from the Minister and his staff.

• I negotiated four feature cover stories including BOSS Magazine in The Australian profiling senior staff at the agency and created a regular bi-monthly editorial with Government News to promote key issues. I also worked with the ABC on a profile story that featured across TV, radio and online platforms.

• I worked on a range of policies and strategies to prepare the organisation for media and public scrutiny which was frequent due to the positioning of the organisation under the Prime Minister’s portfolio.

Media Adviser, Department of Social Services, Australian Government
July 2014 – May 2015

As an Account Manager for the aged care stream, I developed proactive and reactive media strategies to communicate and defend complex policy changes. This included working with stakeholders including peak bodies, policy teams, journalists and the Minister’s Office to identify media and event opportunities, developing defensives to prepare for aged care crises - which occurred frequently in the residential aged care space.

I regularly drafted speeches and talking points for both the Minister and Parliamentary Secretary for major conferences, sod turnings and visits to aged care centres. I also drafted media releases on policy announcements and developed, pitched and placed editorial in industry press.  

Due to the sensitive and highly emotive nature of aged care, I received multiple media enquiries per day which required strategic handling and issues management. This required having a good understanding of the policy and context, well-refined procedures and having strong relationships with policymakers and the Minister’s Office.

Achievements

Noticing a lack of positive media coverage regarding the policy, I contacted local aged care providers and developed a series of case studies of people receiving care who were willing to talk about their positive experience. Through these case studies, I was able to communicate complex key messages and show the human element through first-person storytelling. These case studies featured on the department’s website, were regularly mentioned by Ministers and featured in trade aged care publications.

In early 2015, misinformation was distributed in South Australia regarding the age pension and pension concessions. Because older people are heavy consumers of TV and newspapers, we worked within a team to develop a media and TV advertising campaign to make sure the target audience was exposed to, and had access to the correct information. Through this campaign we generated mass awareness across the state, and over 3 months we diffused the issue.

Media and Strategic Communications Adviser, Australian Federal Police (ACT Policing)
2012 –2014

• Developed media releases, talking points, media monitoring and analysis and handled media enquiries

• Managed press conferences, interviews and campaign launches

• Provided 24 hour on-call roster issues management attending major incidents, crime scenes and ongoing police operations

• Managed marketing and promotions of the Crime and Safety portfolio including a child safety program with a yearly budget of $100,000.

Achievements

Promoted to Editor of ACT Policing News, a 30 page internal magazine, researching, writing and editing articles which increased readership by 250% in 3 months

National finalist for the Australian Marketing Institute awards for the strategy and execution of an underage drinking campaign which led to a 75% decrease in underage drinking at an ACT event

Co-developed a three month illicit drugs awareness campaign including a PR stunt, media strategy, advertising and campaign management resulting in a 50% increase in Crime Stoppers calls, and more than $2 million worth of drugs seized during the campaign.

Media Adviser, Simon Corbell, MLA, ACT Government (Attorney-General, Minister for Police and Emergency Services, Minister for the Environment and Sustainable Development) 2011 - 2012

• Provided strategic media advice and produced political and government media releases, media monitoring, talking points, social media strategies, blog and social media content, election advertising and political material on behalf of the Minister

• Managed and coordinated press conferences and interviews across all media platforms to promote government initiatives and election promises through targeted media strategies

• Developed and pitched story ideas and editorial.

Achievements

Reputation management and strategic positioning of the Minister across the media which contributed significantly to his re-appointment

Developed positive and close working relationships with ACT journalists and media outlets

Developed an online presence including a blog and social media accounts

Managed the first-ever online election policy announcement by a local Minister.

Communications and Media Officer, Territory and Municipal Services Directorate, ACT Government, March 2011 – November 2011  

• Media and issues management, marketing campaigns, communications strategies, launches and media events, publications and internal communications for the various department business units

• Undertook research and community engagement activities to assist with the delivery of a variety of services to the Canberra community

Achievements

• Built relationships with journalists to identify and pitch media opportunities

• Gained publicity for typically un-newsworthy topics such as garbage trucks, public toilets and lawnmowers

• Developed the strategy and implementation plan for the department’s first social media account.

PR and Project Manager, ZOO Communications Canberra, 2009 –2010, project-based

• Responsible for two client engagement events to launch the new branding of the advertising agency

• Managed event concepts and implementation including overall branding, venue management, catering, advertising material, budget, scheduling and attendance

• Gained media coverage in all local media outlets, receiving praise from upper-level management on the success of public relations activities.

Qualifications

Marketing Blast-Off Workshop
Basic Bananas
2018

References