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jobs
FMCG, Retail and CBD Industry Strategist, specialising in PR, Marketing & Branding
Georgia Branch
,
London, United Kingdom
Experience
Other titles
Skills
I'm offering
I'm an experienced start up co-founder, leading businesses from $0-7 figures. My recent work for Hemple and Silverfox Management Group has been recognised by Forbes, Vogue and SmartCompany. Talk to me for help building your brand identity and creating integrated digital marketing strategies that convert.
Markets
United Kingdom
Links for more
Once you have created a company account and a job, you can access the profiles links.
Language
English
Fluently
French
Good
Ready for
Larger project
Available
My experience
2017 - ?
job
Co-Founder Trichomia
unknown.
Trichomia is a hemp foods and cannabinoid business owning two brands, Hemple and Soul Seed. The business
operates in both the US and Australia, turns over 7 figures and alongside my co-founder I have raised over
$2.4million in capital to fund its growth.
I led the brand strategy from ideation to shelf, from both a comms and product development perspective.
Appealing to the millennial female audience, Hemple's functional, bioavailable CBD products are targeted towards
four areas of health they care about - sex, pain, sleep and stress. I led the Australian business development for
Hemple through specialty stores (achieving ranging in over 300 health food stores within 12 months) as well as through specialty retailers and online in the US. I led the development of our social media community, and we now
boast a 26K audience on Instagram with over 10K email subscribers. Forging strong relationships with media has
been another key area of my role, resulting in the business being featured in Forbes, Poosh, The Telegraph and Daily Mail amongst other media outlets.
In 2019 I was recognised by Forbes on their "30 Under 30 List" for the work I've done on Trichomia. Later that
year, Forbes wrote that Hemple, has earned "cult status" and furthermore that our "all natural products really do live up to the hype".
Soul Seed is a supermarket health food brand. As the business development lead, I secured ranging for the products at Australia's two biggest supermarkets (Coles and Woolworths) as well as specialty store distribution.
Soul Seed was born in late 2018 and is now sold in approx 1000 stores around the country.
Since moving to the UK, I oversee the business development strategy, but am no longer working operationally.
www.hemple.com
www.instagram.com/myhemple
operates in both the US and Australia, turns over 7 figures and alongside my co-founder I have raised over
$2.4million in capital to fund its growth.
I led the brand strategy from ideation to shelf, from both a comms and product development perspective.
Appealing to the millennial female audience, Hemple's functional, bioavailable CBD products are targeted towards
four areas of health they care about - sex, pain, sleep and stress. I led the Australian business development for
Hemple through specialty stores (achieving ranging in over 300 health food stores within 12 months) as well as through specialty retailers and online in the US. I led the development of our social media community, and we now
boast a 26K audience on Instagram with over 10K email subscribers. Forging strong relationships with media has
been another key area of my role, resulting in the business being featured in Forbes, Poosh, The Telegraph and Daily Mail amongst other media outlets.
In 2019 I was recognised by Forbes on their "30 Under 30 List" for the work I've done on Trichomia. Later that
year, Forbes wrote that Hemple, has earned "cult status" and furthermore that our "all natural products really do live up to the hype".
Soul Seed is a supermarket health food brand. As the business development lead, I secured ranging for the products at Australia's two biggest supermarkets (Coles and Woolworths) as well as specialty store distribution.
Soul Seed was born in late 2018 and is now sold in approx 1000 stores around the country.
Since moving to the UK, I oversee the business development strategy, but am no longer working operationally.
www.hemple.com
www.instagram.com/myhemple
Social Media, Business development, Product development, Instagram, Natural, Growth, Community, Development, Health, Online, UP, LED, Social, Founder, Brand identity
2016 - ?
job
Co-Founder
Silverfox Management Group.
Silverfox Management Group is Australia and NZ's First agency to exclusively represent mature age talent (35+ YO and into their 90s). I co-founded this business as the brand builder and business development lead.
Remaining completely self-funded, Silverfox has grown to a 7 figure business. It's the go-to agency for age-
positive talent in Australia and NZ - some of our clients include the big 4 banks, telcos, shopping centre groups,
supermarkets, state and national tourism offices and airlines.
Silverfox is a misson-based business which helps advertisers communicate with a typically underserved
audience. Beyond that, Silverfox gives previously retired or under-employed women flexible work opportunities.
For these reasons, we're regularly featured in the media on breakfast and evening TV e.g. The Morning Show and Sunday Night as well as major metro newspapers and magazines.
In December 2019, my Co-Founder and I were listed as two of Australia's top 60 changemakers in Vogue
Australia's 60th Anniversary issue.
Similarly to my role in Trichomia, I am no longer operational in this business, however I remain a Director and continue to work closely with my co-founder to set the brand and strategy.
www.silverfoxmgmt.com.au
Remaining completely self-funded, Silverfox has grown to a 7 figure business. It's the go-to agency for age-
positive talent in Australia and NZ - some of our clients include the big 4 banks, telcos, shopping centre groups,
supermarkets, state and national tourism offices and airlines.
Silverfox is a misson-based business which helps advertisers communicate with a typically underserved
audience. Beyond that, Silverfox gives previously retired or under-employed women flexible work opportunities.
For these reasons, we're regularly featured in the media on breakfast and evening TV e.g. The Morning Show and Sunday Night as well as major metro newspapers and magazines.
In December 2019, my Co-Founder and I were listed as two of Australia's top 60 changemakers in Vogue
Australia's 60th Anniversary issue.
Similarly to my role in Trichomia, I am no longer operational in this business, however I remain a Director and continue to work closely with my co-founder to set the brand and strategy.
www.silverfoxmgmt.com.au
Business development, SoMe, Management, TV, It, Development, Go, Founder
2015 - 2017
job
National PR & Social Media Manager
Scentre Group.
Scentre Group is the owner and operator of 38 Westfield Shopping Centres, a multi-billion dollar property
portfolio. I was a leader in the brand communications team, responsible for setting the external communications
strategy for new shopping centre developments and contributing to the development of new brand identities for
each centre (during my tenure this included 6 centre redevelopments across the country, attracting tens of thousands of visitors on launch days), seasonal campaigns and celebrity fashion campaigns. I also operated
alongside our corporate communications team to manage media relations for corporate announcements and shareholder annual general meetings.
As part of my role I managed relationships with Facebook and the PR team of our integrated agency, Sibling, part of the WPP Group. We regularly integrated with creatives, media buyers and leasing teams. I also worked
alongside the BrandSpace (in mall advertising and pop ups) team to enable them to sell our brand
communications strategies into their Clients. For example, one small seasonal campaign ideated by my team - a
1day Valentine's Day Kiss Cam PR Stunt - was turned into $40K of revenue for the centre with a sponsorship
from Tatts Lotto.
www.westfield.com.au
portfolio. I was a leader in the brand communications team, responsible for setting the external communications
strategy for new shopping centre developments and contributing to the development of new brand identities for
each centre (during my tenure this included 6 centre redevelopments across the country, attracting tens of thousands of visitors on launch days), seasonal campaigns and celebrity fashion campaigns. I also operated
alongside our corporate communications team to manage media relations for corporate announcements and shareholder annual general meetings.
As part of my role I managed relationships with Facebook and the PR team of our integrated agency, Sibling, part of the WPP Group. We regularly integrated with creatives, media buyers and leasing teams. I also worked
alongside the BrandSpace (in mall advertising and pop ups) team to enable them to sell our brand
communications strategies into their Clients. For example, one small seasonal campaign ideated by my team - a
1day Valentine's Day Kiss Cam PR Stunt - was turned into $40K of revenue for the centre with a sponsorship
from Tatts Lotto.
www.westfield.com.au
Advertising, Facebook, Fashion, Pr, Development, Sponsorship, Campaign
2013 - 2014
job
Senior Account Manager
One Green Bean.
One Green Bean is regarded as one of Australia's leading PR, events and social media consultancies, delivering
strategic, integrated campaigns that receive acclaim on a local and international level. The company represents
some of the country's biggest brands including Westfield, Pernod Ricard/Premium Wine Brands, Diageo,
Woolworths and the Commonwealth Bank.
My key duties included setting client traditional and social media strategy, negotiating influencer and celebrity deals,
creativing event concepts and working alongside agency colleagues to execute "talkable and shareable" events.
In my role I managed four junior staff on a day to day basis.
Clients:
● Westfield
● Vegemite
● OPSM
● Groupon
● Diageo - Tanqueray, Smirnoff, Talisker,
o Tanqueray Taste-o-ology Series
o Launch of Smirnoff Double Black and #DOUBLEBLACKHOUSE event series
o Talisker Whisky Atlantic Challenge
o Johnnie Walker Blue Label
strategic, integrated campaigns that receive acclaim on a local and international level. The company represents
some of the country's biggest brands including Westfield, Pernod Ricard/Premium Wine Brands, Diageo,
Woolworths and the Commonwealth Bank.
My key duties included setting client traditional and social media strategy, negotiating influencer and celebrity deals,
creativing event concepts and working alongside agency colleagues to execute "talkable and shareable" events.
In my role I managed four junior staff on a day to day basis.
Clients:
● Westfield
● Vegemite
● OPSM
● Groupon
● Diageo - Tanqueray, Smirnoff, Talisker,
o Tanqueray Taste-o-ology Series
o Launch of Smirnoff Double Black and #DOUBLEBLACKHOUSE event series
o Talisker Whisky Atlantic Challenge
o Johnnie Walker Blue Label
Social Media, Account Manager, SoMe, Event, Pr, International, Manager, Social
2011 - 2013
job
Integrated Account Manager
Beyond the Square Communication.
(promoted from Account Executive in April 2012)
Beyond The Square is an award-winning PR and social media agency that prides itself on forward-thinking,
creativity and insightful strategies. The organisation has a broad range of clients covering many sectors including
not-for-profit, Government, attractions, technology, business, retail and FMCG.
Key duties:
● Client communications strategy & execution (social and traditional media)
● Budget management
● Junior staff management (2 x junior team members)
● New business sourcing, proposal development and presentations
● Media relations
Clients:
Lead Account Manager
● Positive Partnerships (www.positivepartnerships.com.au)
● Eden Gardens (www.edengardens.com.au)
● Point Light Gallery (www.pointlight.com.au)
● Papulex (www.papulex.com.au)
● PUMA (www.puma.com.au)
Beyond The Square is an award-winning PR and social media agency that prides itself on forward-thinking,
creativity and insightful strategies. The organisation has a broad range of clients covering many sectors including
not-for-profit, Government, attractions, technology, business, retail and FMCG.
Key duties:
● Client communications strategy & execution (social and traditional media)
● Budget management
● Junior staff management (2 x junior team members)
● New business sourcing, proposal development and presentations
● Media relations
Clients:
Lead Account Manager
● Positive Partnerships (www.positivepartnerships.com.au)
● Eden Gardens (www.edengardens.com.au)
● Point Light Gallery (www.pointlight.com.au)
● Papulex (www.papulex.com.au)
● PUMA (www.puma.com.au)
Social Media, Retail, Budget, Account Manager, Pr, Management, Sourcing, Technology, FMCG, Development, Organization, Creativity, Winning, Manager, Social
2010 - 2011
job
Account Executive
Justine McKell Media.
(part-time, promoted from Intern in July 2010)
Internal
My education
?
-
2011
University of Technology Sydney
Bachelors, Communication
Bachelors, Communication
?
-
2007
Presbyterian Ladies College
N/a, N/a
N/a, N/a
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