VERGE GIRL

FASHION BRAND

2020-2023

Returning to Australia after two years, I landed a role as a Digital Marketing Specialist at Verge Girl. In this role, I received training in Meta ads, email marketing platforms like Klaviyo and Mailchimp, and SMS marketing. Alongside this, I wrote and crafted engaging blog posts for Verge Girl's website. In developing these blog posts, I gained technical skills in SEO, formatting the blog, and curating related content.

In my role as PR & Influencer Coordinator, I transitioned into a more strategic focus on content ROI by sourcing, briefing, and delivering native user-generated content (UGC). I specialized in transforming these raw assets into high-performing creative for both organic social and paid advertising, which resulted in an approximately 25% lift in Click-Through Rate (CTR) compared to standard brand assets. Managing the end-to-end influencer lifecycle, I oversaw budget and contract negotiations for 40+ partners monthly, ensuring campaigns stayed under budget while maximizing output. By identifying and nurturing relationships with emerging talent, I expanded our influencer network by 30%, ultimately driving over 2 million in total reach and significantly strengthening the brand’s community presence.

As Social Media Manager, my responsibilities evolved to encompass the full-funnel strategic planning and execution of all digital marketing campaigns. I was responsible for the direct management of budgets and the development of holistic marketing strategies that prioritized high-growth results; through rigorous analysis of ROAS, CTR, and CPA, I successfully optimized campaign performance to achieve an average 4.5x ROAS and a 12% reduction in customer acquisition costs.

Collaboration remained central to my leadership approach. I managed a cross-functional team and worked in lockstep with product, creative, and communications departments to ensure every deliverable was perfectly aligned with our overarching business objectives. This synergy, combined with my development of community-first initiatives, led to a 20% increase in audience loyalty and sustained engagement levels.

I also spearheaded the creation of complex activity calendars to ensure seamless execution across all platforms, consistently finding efficiencies that allowed us to expand our customer base by at least 15% year-over-year. A key highlight of my tenure was the implementation of sophisticated email automations. By bridging the gap between data and design—specifically through high-level creative briefing and copy strategy—I drove a 22% increase in customer retention and significantly boosted Customer Lifetime Value (LTV), contributing to an overall revenue growth of 18% from the email channel specifically.