Fantastic Dignity
FANTASTIC FURNITURE
Brand Development
In partnership with the non-profit organisation Dignity, the campaign facilitated the establishment of safe housing for women and children. This corporate social responsibility (CSR) campaign highlighted Fantastic Furniture’s commitment to meaningful community impact, blending strategic philanthropy with brand values of inclusivity and accessibility.
HOME & LIFESTYLE / ADVOCACY / B2B
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For AnalogFolk, a digital brand & advertising agency.
In this role, I act as the bridge between client ambitions and agency excellence. I build trusted relationships to deliver on brand objectives while ensuring internal teams operate with clarity and efficiency. By aligning budgets, driving ROI, and managing diverse stakeholders, I bring campaigns to life with purpose and measurable impact.Clients I’ve led in this role:
Batiste Dry Shampoo
TAL Insurance
1800 Tequila
Angostura Bitters
The Kraken Rum
Bushmills Whiskey
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For By Amica, an eCommerce fashion label.
My key KPI in this role was to increase topline revenue. Having familiarised myself with the label’s key bottlenecks, I knew I had to start with the leadership. By aligning team development with operational strategy, I reversed a four-year retention challenge, achieving an 83% reduction in staff turnover.
This transformation was achieved by fostering a culture rooted in performance and trust, alongside implementing systems that empowered the team to excel in digital initiatives. These efforts led to a 271% increase in paid media revenue, with commercial growth following naturally as a result of building a team and a brand united by a shared sense of purpose and impact.
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At By Amica, I was brought on by the founder to address a brand revenue plateau and provide the marketing and brand expertise needed to take the label to its next level of growth. I focused on developing actionable strategies that connected data-driven insights to brand storytelling, ensuring campaigns achieved both creative resonance and measurable success.
By leveraging influencer partnerships, crafting strategically targeted EDMs, and executing dynamic campaigns across Meta, Pinterest, and Google Ads, I elevated By Amica’s digital presence and drove community engagement and revenue growth.
PROJECT OBJECTIVES
To combat homelessness and support survivors of intimate partner violence (IPV) by:
Establishing safe, fully furnished homes for women and children in crisis.
Raising public awareness of homelessness and IPV through advocacy and storytelling.
Aligning Fantastic Furniture’s brand values with impactful community-driven initiatives.
THE CONSUMER INSIGHT
Australians are increasingly concerned about social issues like homelessness and IPV but often lack tangible avenues to make a difference. Fantastic Furniture’s partnership with Dignity provided a direct, visible impact, resonating with customers seeking brands aligned with their values.
THE CLIENT AMBITION
To position Fantastic Furniture as a purpose-driven brand that fosters community well-being and champions social causes, while demonstrating leadership in corporate social responsibility.
My Strategic Approach
The campaign utilised a multi-channel approach to engage the community and amplify its message.
Partnership Activation
Collaborated with Dignity to establish their first guest home for survivors of IPV, providing fully furnished, safe housing.
Storytelling and Advocacy
Developed compelling narratives that showcased the journey of survivors and the role of the guest homes in fostering hope and recovery.
Integrated storytelling into press releases, social media, and in-store materials to maximise emotional resonance.
Community Engagement
Hosted in-store donation drives, enabling customers to contribute directly to the initiative.
Promoted user-generated content campaigns encouraging customers to share their stories of resilience and support.
