Canningvale Australia
Canningvale is an Australian homewares brand specialising in home textiles.
At Canningvale, I lead brand and content across every digital touchpoint, with a strong focus on creative performance: content that reflects our core creative message and works commercially. My role spans ecommerce and lifestyle photography, creator campaigns, B2B partnerships, video, blogs and buying guides all optimised using real-time performance data.
What I do as
Content & Brand Manager
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Outlining the content strategy to ensure alignment with broader business KPIs
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Creating go-to-market plans for new collections and hero launches
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Leading end-to-end campaigns: from briefing creative to final rollout across all channels
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Partnering with CRM, Performance and Product teams to embed content into every stage of the customer journey
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Working closely with the paid social team to ensure creative is optimised to increase ROAS
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Mentoring and supporting a Content Producer, Studio Coordinator and Senior Graphic Designers
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Managing photo shoots for new products, ensuring ecommerce assets are colour-accurate and lifestyle assets reflect our core creative message
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Leading brand partnerships focused on driving acquisition and building brand equity.
Campaign Highlight
All Towels for the Price of a Facewasher
The Brief: Create a biannual campaign to establish Canningvale as the brand best known for towels in Australia.
The Challenge: Canningvale's affordable pricing means products are always on sale, so a price-led offer alone wasn't going to cut through. The challenge was finding a creative hook strong enough to make the offer feel like an event, not just another discount.
My role: I led the creative direction for the campaign, structured across two phases. The soft launch saw content creators talking about Canningvale, building familiarity and trust ahead of the offer. The hard launch then revealed the offer: ‘All Towels for the Price of a Face Washer" supported by video content across Tiktok, Meta & Youtube Throughout both phases, I worked closely with the paid social team to keep creative optimised for performance.
The Creative
Campaign Results
2.2M impressions
across Meta, Tiktok & Youtube
11—28x ROAS
on top-performing creative.
50% increase
in sessions to site during the campaign period,
against the daily average
38% increase
in daily revenue for the towel category
The campaign also contributed to Canningvale winning the Canstar Blue Award for Best Bath Towels in Australia, achieving a perfect score across all six metrics; a milestone the brand had narrowly missed in previous years due to lower survey mentions, despite consistently strong ratings.
Other Achievements
40% YoY
growth in revenue from online articles through content optimisation & SEO.
25% increase
in conversion on key products after launching interactive video commerce widget, Tolstoy.
30% increase
in traffic from CRM, YoY.
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.
