Portfolio

An online community for young people that have been affected by cancer. My role primarily focused on driving potential users to the site through a combination of digital advertising. I also managed tracking and analytics for the page. This included working with developers to push information through the data layer and then sending that using Google Tag Manager to the relevant platforms like Google Analytics to better understand our users and their behaviours.

I ran an extensive social media campaign to raise awareness for young people affected by cancer. I liaised with the fundraising teams to develop content. Utilising that content I built the campaign structure. Initial roll outs focused on the story of a parent named Yoav who had lost his wife to cancer. The first wave went out to a broader audience of interest groups and lookalikes. Retargeting was used to show the second and third video to anyone who met certain requirements with the final wave driving conversions. I managed to generated a 4x return on ad spend utilising this method.

I created and produced an online series where academic speakers from around the world would provide a mini lecture in a cozy cafe in Newtown. I organised the production, marketing and publishing of this content to our online audiences. Some episodes received as much as 70k views on YouTube.