I’m Erin – strategic digital marketer, content strategist, ravenous reader and utter coffee snob.
Over the past decade, I've delivered digital marketing projects across higher education, fintech, telecommunications, retail, travel and sport – working with global brands and complex audiences along the way.
I’ve been obsessed with storytelling for as long as I can remember. As a kid, I was forever filling spiral-bound notebooks with stories and roping my younger sister into elaborate Friday-night performances for our very patient parents.
As I grew older, I realised it wasn’t just storytelling I loved – it was understanding what makes people feel something. Whether it was performing on stage, studying film and television or producing creative projects, I was always drawn to the intersection of creativity, communication and audience connection.
That curiosity took me from a small country town in Western Australia to Perth, Singapore, Los Angeles and eventually London, where my love for travel and appetite for new challenges shaped the next chapter of my career.
Somewhere along the way, I discovered digital marketing brought together all the things I’d been chasing from the beginning: understanding audiences, solving complex problems and creating meaningful experiences that connect people with ideas, brands and stories.
If my career could be described in one way, it’d be as a pinball machine. I’ve bounced between industries, countries and roles, but the common thread has always been people. Understanding what motivates them, how they think and how great experiences can make them feel seen, inspired and empowered to take action.
What might look like a winding career path has actually given me something I value enormously: the ability to think strategically, adapt quickly and bring a fresh perspective to every project I work on.
These days, I'm back in Australia continuing to build a career that brings together everything I love – digital marketing, creativity and audience-led thinking.
The projects that excite me most are the messy ones – the complex digital journeys, underperforming campaigns and stakeholder-heavy challenges where everyone brings a different perspective. I love finding the common ground, creating clarity and turning competing priorities into a shared path forward.
I'm still chasing new challenges, asking too many questions and finding better ways to connect people with meaningful digital experiences. (And yes, I'm still utterly obsessed with the power of words.)