Hi! I’m Annie
I’m a marketing leader with deep experience in fintech and education. I’m also a State champion mead, cider, wine and beer maker, a writer, and a business owner.
Some of the things I love most are good words, building things, bikes, going down rabbit holes on YouTube, and over-engineered to-do lists.
Need new energy?
If you’re looking to inject a bit of nerdery and joy into your marketing and communications, you might have found the right person - so please say hello!
I led communications for Australia’s fastest-growing neobank Up, as it grew from a startup into a genuine weapon - and managed its first major profit centre and acquisition.
I led a team marketing the University of Melbourne to the world. You’d be amazed how many courses you can sell with a teddy bear and a willingness to play tic-tac-toe with students over social.
And I’d love to talk about whether I can help your business thrive.
Speaking and podcasting
I have strong opinions about… quite a few things actually… but notably women’s finance, the creative process, and how diverse fermentation cultures can inform excellence.
If that sounds like a mixed bag, you’re on the money. I think being interested in *things* is the most important success factor there is.
Check out my vibe:
- My Millennial Money (podcast)
- Balancing the Grind (interview)
- ClueTrain Station (podcast)
Some of my favourite projects
Small Batch
I’m a state champion cider, mead and beer maker, a teacher, and a national mead judge. It’s important to me that my favourite hobby grows in diversity over the coming years, so I also help make Australia’s national homebrewing conference happen by serving as a Director.
I’m mid production right now on a book about how to make small batches of beer, wine, cider, mead and liqueur at home. Keep an eye out for it by following my Instagram account, Small Batch Booze. That’s also where I release details of any upcoming classes you can take with me!
Maybuy (for Up Banking)
Buy Now Pay Later services dominate young Australians’ financial lives, but how often do they result in regret and stress? We conducted new research that showed that most BNPL use ends in regret, and created a national campaign promoting Up’s alternative Maybuy. The retro vibe didn’t hurt either. Paul Tagell posted a fabulous write-up of the campaign here.
Barry the Bear
When my team created the Southern Hemisphere’s first university Snapchat account (yes, I realise this dates us), we needed someone to star.
We quickly decked out a little office bear with a fresh blue shirt and logo. Barry started playing hide and seek with students on campus - then swapping jokes - and now he’s an international superstar. Now you can buy your own Barry!
We feel Barry goes to show that a dose of heart and a willingness to meet people where they are online is worth any amount of big media spend.