Strategic social.Trusted communications.
An attaché is attached to one mission, the expert in a single field. Mine is social — strategy, day-to-day representation and crisis readiness for a small number of brands at a time.
Strategy
Positioning, content direction, and channel planning built around a clear point of view —
not a posting calendar for its own sake.
Communications
Voice, messaging, and day-to-day brand representation across social channels, handled with the same care as any public-facing statement.
Crisis Management
Rapid-response protocols for reputation management — fast acknowledgement, message discipline, and a steady hand when it matters most.
I've spent my career explaining complicated things clearly. To ministers, to the public, to people in the middle of a crisis who needed the truth, fast.
Before brands, it was the Australian Government and the international humanitarian sector. Crisis communications. Public affairs. Reputation on the line, with no room for a bad take or a deleted post.
But my background isn't just crisis. I've run the accounts myself, and been the person different teams come to when they need to turn a complicated message into something people will actually stop scrolling for. Working out what we want to say, and why, before a single word gets written.
Now I bring that same precision to your social media.
Small brand or household name, the question is the same. What happens when a comment goes wrong, or a post lands badly?
I've handled that at the highest level. I can handle it for you.
A record of work in strategic social, communications and reputation
Selected case files below — each one a brief look at the challenge, the approach and the outcome. Full briefings available on request.
Social Media Management
Médecins Sans Frontières Australia & New Zealand — Digital Content Lead Instagram · Facebook · LinkedInBalancing three very different registers on one channel — raising awareness for MSF projects, warm fundraising content, fast-turnaround advocacy statements on humanitarian access in active conflict zones, where timing and tone carry real reputational weight.
Three channels, three jobs. Instagram carried field photography and short-form video, Facebook carried patient stories and breaking news to the broadest audience, LinkedIn carried firsthand field-staff accounts to a professional network — with content strategy, planning and production handled end to end.
A Parliament House field-access briefing placed among the channel’s best on all three platforms in one fortnight — a Reel on Instagram, a Reel on Facebook and a carousel on LinkedIn. One shoot, three formats.
LinkedIn’s 28,331 followers drove 21,531 link clicks — 76 per 100 followers, against Facebook’s 6 per 100 from an audience six times the size. For anything with a specific ask, it punched well above its reach.
Advocacy content led Instagram and LinkedIn, and a LinkedIn carousel on the Gaza ceasefire posted a 29.21% engagement rate, ten times the channel average. Yet the single best post overall was a hope-forward album on safe births.
Event Campaign
City to Surf — a three-post arc from build-up to finish lineCarrying a fundraising event across weeks of social, from the moment registrations opened to the finish line — keeping one narrative alive long enough that the audience arrived already invested rather than being asked cold.
Over $75,000 raised, hitting the fundraising goal. More than 200 City2Surf runners signed up to fundraise for MSF, with Charity Superstar sign-ups coming directly off the training reel.
Across the arc, more than 460,000 impressions — the closing post alone reached 99,814, 91.6% of them from outside the existing audience, and drew 268 net new follows.
Three posts carrying the event end to end: the build-up, the day itself, and the result. One narrative, three moments, so the audience arrives already invested.
Paid Partnership
Smartraveller "Your First Destination" (DFAT)Promoting Smartraveller, the Australian Government's travel advisory to a younger audience who don't seek out government content directly.
A paid partnership with The Daily Aus, using Instagram polls and stories to make travel-safety content feel native to the platform.
Story
Poll
Poll
Story
Diplomatic Communications
Office of the Minister for Foreign Affairs, Senator the Hon Penny WongRepresenting Australia's bilateral relationships in real time online, where tone has to read as warm and precise at once, with zero room for a misstep.
Social content marking major diplomatic milestones and cultural moments — bilateral meetings, festival greetings, ministerial dialogues — across X and Instagram.
Public Diplomacy
Second Secretary, Strategic Communications — Australian High Commission IndiaDelivering strategic communications and public diplomacy in India — speaking to sensitive and culturally significant moments across audiences in India and Australia on Facebook, X and Instagram
Speeches, media releases, briefing materials and digital content tailored to each audience across X, Facebook and Instagram, mixing video, photography and observance-specific messaging.
Starter
For small businesses or early-stage brands needing consistent presence.
Growth
For businesses actively growing their audience or launching campaigns.
Full Comms
For clients needing strategic communications, crisis-readiness or higher-stakes brand management.
Launch rates apply to the first five clients. Project work — brand audits, content days, standalone crisis plans — is quoted separately. Full rate card on request.
Taking a small number of clients at a time
Send a line about your business and what you want social to do for it.
A short questionnaire goes out before the first call, so the conversation can
start with strategy.