overview
As Content Marketing Manager at Canningvale, I lead the brand’s end-to-end content strategy, from ideation to execution, across digital channels. I collaborate with internal teams and external creatives to launch compelling campaigns that drive revenue and brand love.
I’ve delivered measurable impact, including a 40% year-on-year increase in revenue from our blog content and a 25% conversion boost via interactive video commerce.
I manage Canningvale’s content calendar, campaign rollouts, SEO strategy, and brand partnerships, all while mentoring a growing content team and evolving our visual identity.
Whether it's launching a new collection, crafting a seasonal campaign, or optimising evergreen content, I bring strategy, creativity, and results together.
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Developed and refined Canningvale’s content strategy using real-time performance data.
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Manage the content calendar to ensure alignment with broader digital strategy.
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Create go-to-market plans for new collections and hero launches.
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Lead end-to-end campaigns—from briefing creative to final rollout across all channels.
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Oversee SEO content, blog optimisation, and website content performance.
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Partner with the CRM, Performance, Product, and Design teams to ensure content fits seamlessly into every stage of the customer journey.
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Mentor and support a Content Specialist to deliver our social and editorial output.
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Lead brand partnerships with a focus on driving acquisition and building brand equity.
the role i play
40% YoY
25% increase
in conversion on key products after launching interactive video commerce widget, Tolstoy.
30% increase
in traffic from CRM, YoY.
achievements
growth in revenue from online articles through ontent optimisation & SEO.
photography
direction & production
I led the refresh of Canningvale’s photography guidelines to create a more commercially-driven visual identity—one that inspires without feeling out of reach, and champions our classic, timeless products designed to last beyond the seasons.
Working with a tight budget, we transformed our small Cremorne office into a functioning studio for most of our bedroom shoots, maximising every corner to get the shot.
For lifestyle and extended content, I sourced and briefed a network of talented content creators, leading negotiations to ensure high-quality, on-brand assets were delivered on time and within budget.
With tight turnarounds between sample arrival and product launches, I streamlined production workflows to meet deadlines without compromising on creative standards.
