Marketing Strategy
During my tenure in Perth, I worked alongside senior marketing team members to shape City of Perth's inaugural marketing strategy. As the stakeholder engagement lead, I curated multiple engagement sessions, overseeing the process from facilitator brief to reporting on key themes. These sessions served as the cornerstone for the development of the strategic framework, including the catalyst to demarcate the corporate entity (City of Perth) and destination brand (Visit Perth).
My enthusiasm and expertise were further showcased in the working group dedicated to forging a unique brand identity for Perth, the capital city of Western Australia, elevating its profile on a global scale. As project support for this group, I was exposed to all aspects of the process, including competitor analysis and positioning, stakeholder engagement, territory development, development of brand strategy and promise, and initial creative execution.
Diversity and Inclusion Strategies
Tasked with concurrently developing a LGBTQIA+ Plan and Equity, Diversity and Inclusion Framework for the City of Perth council within a six-month period, I navigated the complexities of local government bureaucracy alongside the sensitivity of D&I work to compile the two strategies.
My process included developing and executing:
• Stakeholder Engagement Plans
• Internal and external questionnaires and workshops
• Stakeholder Outcomes Reports
• Internal briefings including presentations and reports for CEO and Council
• Community advisory groups
• Internal project teams
• Implementation plans
• Final strategic documents
The resulting strategies were informed by over 700 individual community inputs, supported by both community and Council, and were groundbreaking for the Western Australia local government sector at the time.