Hello, nice to e-meet you. My name is Petra and I invite you to view my online work portfolio.
Hello, nice to e-meet you. My name is Petra and I invite you to view my online work portfolio.
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I am an across the board communications and marketing professional with over 15 years of experience across various industries.
I believe in the power of storytelling, considerately communicating from the inside out and 'purposeful' marketing. In other words, I believe in work that creates positive impact.
I have proven track record in outcomes based, purposeful marketing, considerate communications and storytelling that delight audiences.
Plus I LOVE innovation and doing things a bit differently!
I've been involved in digitally transforming government departments, heading up marketing teams for a software companies that operate in every country in the world, and elevating local urban forest programs on a local and global level - with quality marketing for good engagement and helping communities thrive at the forefront of my work.
Environment & Sustainability
Environment & Sustainability
For the last 4 years I have had the opportunity to work for organisations, teams and campaigns focused on improving our urban ecosystems and empowering every person to contribute to a greener, more sustainable future. Below are some of my work in this field.
Town of Victoria Park's Urban Forest Strategy
Town of Victoria Park's Urban Forest Strategy
From 2019 - 2023, I have been the communications and marketing consultant for the Town of Victoria Park's Urban Forest program. The program has its own specific branding, key messaging and as a result, has been a mainstay of the community.
Through my communications and community engagement work, the program has won:
3 x AILA WA and one AILA National Award
Tree Cities of the World status (Arbor Foundation & United Nations)
AIPH Global Green Cities runner up
Parks and Leisure Australia Winner
More than Human Exhibition & Citizen Science Program
More than Human Exhibition & Citizen Science Program
Under the Town of Victoria Park's Urban Forest Program, I worked on marketing the UWA More than Human exhibition which involved a launch, 2 weeks exhibition, competitions and turning the project into first-of-its-kind citizen science program for the Town.
ReWild Perth
ReWild Perth
I am the brand custodian and marketing consultant for My PlantCo and their three sustainability food brands - Real Oats, Kado and Turban Chopsticks. I recently worked with AEGIC to announce their Australian oats partnership.
Town of Victoria Park's Let's Go Plastic Free Project
Town of Victoria Park's Let's Go Plastic Free Project
I was the communications consultant for the Town of Victoria Park's Plastic Free Places campaign - the first of its kind in WA.
The project required collaboration with Plastic Free WA organisation, and providing a transition from plastic for cafes and other hospitality businesses within the Town.
The project saw up to 40 local businesses getting involved.
Cockitrough Project
Cockitrough Project
I am currently working with the Town of Victoria Park's Urban Ecosystem team to create a greater awareness of the Cockitrough's in the Perth metro and south west WA through a series of direct stakeholder engagement, editorials in selected media, events, and SME positioning.
The Arbor Centre
The Arbor Centre
For 2+ years I was the marketing consultant for the Arbor Centre, focused mainly on content and digital marketing, attracting B2B clients within the local government and property development sectors. I also worked on launching a number of their new services via digital and main media.
Global & National Marketing
Global & National Marketing
I have managed the worldwide marketing of some amazing Australian based companies with a global reach through an across the board implementation of brand management, PR, digital and online marketing, content, partnerships and events. Check out my favourite ones below!
Moodle - The World's Open Source Learning Platform
As the Head of Marketing at Moodle, I led a team that achieved amazing stuff - brand awareness, upgrade plans and leads for the SaaS product, commercialising events & more in every country in the world.
Olinqua - re-imagining better, smarter healthcare
As the marketing consultant for Australia's leading digital health care provider - Olinqua - I re-developed their brand, and implemented lead generation strategies to enter into the US and Asian Market.
Destination Perth: Beyond Education Campaign
I worked on a a genuine travel destination and digital storytelling campaign to second tier Chinese cities for StudyPerth, winning the Bronze Medal at the 2019 WA Tourism Awards.
Technology and Innovation
Technology and Innovation
I have a passion for technology for good and love seeing innovation that comes out of Western Australia. I believe in the power of technology to empower, to make our lives better and also to provide solutions to long standing community and societal challenges. Here are some more examples of my work in tech for local innovators.
INCITE Awards
INCITE Awards
Lateral INCITE Awards is WA's oldest and most prestigious ICT and tech awards program (since 1991). As the Marketing Lead, I am evolving their brand to be contemporary, community minded and visible through content, digital and strategic marketing.
Airborne IT
Airborne IT
Airborne IT is WA's Rapid Response IT services, focused on closing the gap in tech access across Australia's regional and remote communities. I have been providing content marketing, graphic design, PR and strategic partnerships services.
Interfuze IT Consultants
Interfuze IT Consultants
I manage the brand identity of Interfuze, partnerships with Atlassian and Microsoft, lead generation, content and digital marketing, targeted campaigns, and graphic design, resulting in leads and brand awareness.
GroupMap & TeamRetro
GroupMap & TeamRetro
I worked on increasing these startups' global brand awareness in the US and Europe through content and digital marketing, PR and media relations, case studies, partnerships and online events and conferences.
Strategic Communications
Strategic Communications
I am an across the board marketing and communications provider. I started off in communications, providing public affairs, stakeholder engagement and strategic external and internal communications in the State and Federal Governments. Here are some examples of my strategic communications work.
Town of Victoria Park's Strategic Development Projects
Town of Victoria Park's Strategic Development Projects
At the Town of Victoria Park, I've also managed the communications and engagement for two high profile development projects, resulting in community and Council buy-in.
Edward Millen Heritage Site
Macmillan Precinct Masterplan
Development of the first Australian digital Curriculum
Development of the first Australian digital Curriculum
I was the Communications and Stakeholder Engagement Manager for ACARA, coordinating national consultation, CRM, customer service, communications and for the first time ever, digital presence for this high profile project at the time.
20 Years of Native Title and PALS School Program
20 Years of Native Title and PALS School Program
Strategic & digital communications for:
20 years of Native title
Apology to Stolen Generation
WA State first RAP
PALS School Reconciliation Program
Website design & development
Website design & development
I provide graphic design and copy writing services to assist with the development and publication of materials such as logos, reports, booklets, informational brochures, websites and more, that are engaging, easy to read and on-brand. Below are some examples of my design work.
Publications & Design
Publications & Design
I provide graphic design and copy writing services to assist with the development and publication of materials such as reports, booklets, informational brochures and more, that are engaging, easy to read and on-brand. Below are some examples of my design work.
Planting season infographics
Planting season infographics
Every year I create the copy and design and publish an infographic report for the Town of Victoria Park's Urban Forest Program
Services Capability Statements
Services Capability Statements
I have produced a number of Services Capability Statements for Managed Service Providers and tech companies.
Atlassian for Government Whitepaper
Atlassian for Government Whitepaper
I have developed white papers for various organisations as a lead generation digital campaign.
Social media graphics
Social media graphics
I enjoy creating social media graphics that will allow for a more engaging but on-brand way of communicating on social media.
Videos
Videos
I produce short, simple explanatory videos for programs or to showcase milestones for organisations using my smart phone.
Diagrams
Diagrams
Simplifying highly technical and scientific operations into simpler, easier to read diagrams are some of my favourite work.
My "Wonder" Campaigns
My "Wonder" Campaigns
These are marketing and communications campaigns that I am so proud to put my name against because it's so creative, effective and met the needs of businesses.
Change The Story on Youth Suicide!
Change The Story on Youth Suicide!
I rebranded the Homestead for Youth narrative, campaigns and brandmark to deliver a front news page publicity.
Perth Upmarket - Perth's Best Artisan Market
Perth Upmarket - Perth's Best Artisan Market
I work on the brand awareness of Perth Upmarket through themed events and activities, PR and content marketing.
15 years of Perth Buns
15 years of Perth Buns
Spirals Cinnamon needed a "lift" to their brand. Using PR and digital, I was able to help create buyers' interests.
Empowered Minds: Amazon's Top Five Books
Empowered Minds: Amazon's Top Five Books
I created a strong narrative and subject matter expertise positioning for publicity with the West and Daily Mail.
Australian Space Data Analysis Facility
Australian Space Data Analysis Facility
I have created the new brand - mark, narrative, story and key messages - for the Australian Space Data Analysis Facility.
Australia's first for purpose burger company
Australia's first for purpose burger company
I worked on creative rebrand campaigns and marketing content for The Good Company Australia
Growing small businesses
Growing small businesses
Outside of tech, I also enjoy being able to help small businesses and startups grow. I enjoy the challenge and the scope for creativity and something different working in this sphere. I especially love seeing businesses grow & being part of that growth. Here are my PR, events, strategic marketing work for various Australian small businesses.
BAAN BAAN - Home Food by Bangkok Jump Street
I worked with Wanwipar Thankasoron to make her dream of opening a restaurant come true. Branding, public relations, storytelling, digital engagement strategies I created and implemented saw Baan Baan fully booked and reviewed by leading food media and influencers within 4 weeks!
VIVO Nue - Pioneers in plant based & clean nutrients
VIVO wanted to increase their sales by adding a B2C component to their B2B business model. This meant focusing on building an online presence and increasing online sales through a series of digital engagement, direct email marketing, targeted online and offline campaigns, industry expos and more!
The Modern Desi - Connecting Cultures Through Food
Bhavna Kalra wanted to turn her successful blog, Just a Girl from Mumbai into a real business! I worked with her to create The Modern Desi brand, a business model for getting out into the world, a new website and an influencer marketing in NSW.
My working story in one spot
My working story in one spot
I know time is precious and if you want to see the full snapshot of my working career, here's my resume!
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